Artificial intelligence will set up bids in Yandex search

Publication date: 29 April 2019

Yandex.Direct Optimizes Search Traffic Bidding

In May, Yandex.Direct will introduce a new bidding optimization technology for manually managed Search campaigns, focused on increasing conversions. By considering the likelihood of target actions, the system will dynamically lower or raise bids on specific search traffic, helping advertisers manage their budgets more effectively. This feature offers a new level of flexibility, allowing advertisers to secure higher-quality, more conversion-oriented traffic while optimizing expenses.

With this technology, bids for individual search queries will be adjusted based on conversion potential. If the likelihood of achieving the target action is low, the system will automatically lower the bid, preserving the budget for more valuable clicks. In cases where the probability of conversion is high, the bid may increase to provide advertisers with a greater chance of attracting users likely to complete a target action. In this way, advertisers can buy clicks at more flexible rates depending on conversion potential. Meanwhile, monthly budgets remain controlled, and overall conversions improve due to intelligent traffic optimization.

The new Yandex.Direct system can significantly boost ad profitability, particularly for those using manual bidding management who seek maximum return on investment. This approach makes bidding more precise and adaptive, allowing advertisers to focus on target actions and, consequently, on results.

Odnoklassniki Launches Vertical Video Ads

The Odnoklassniki platform has introduced a new video ad format — vertical videos, which open up additional opportunities for content creators and advertisers. Starting in late May, users can upload portrait-oriented videos that fill the entire screen without black bars, capturing more attention and engaging viewers more effectively on mobile devices.

Vertical videos offer several advantages: they occupy more screen space, stand out in the feed, and are better received by users, making them ideal for mobile viewing. This boosts user engagement and feedback volume, which is especially valuable for advertisers and brands. The new format is available to all clients on the myTarget ad platform, where vertical video ad campaigns can be easily launched.

With vertical videos, advertisers can communicate more effectively with their audience using a format familiar to smartphone users. This will also help ad agencies and brands achieve higher view and conversion rates by aligning with the interests and preferences of mobile users.