Ad serving rules — Turkey

This document is a translation of Ad serving rules — Turkey in English. In case of conflict between the Turkish version of Ad serving rules — Turkey and this translation - only the Turkish version of Ad serving rules — Turkey is legally binding. The Turkish version of Ad serving rules — Turkey can be found here: https://yandex.com.tr/legal/direct_display_rules/?lang=tr.

These Ad Serving Rules are an integral part of the Agreement. Terms used herein shall have the meaning ascribed to them in Yandex.Direct Online Advertising Service Terms and Conditions located on the Internet at: https://yandex.com.tr/legal/oferta_direct.

Advertising Impression shall be accompanied with the designation: “Yandex.Direct”, or “Direct”, or “Advertising”.

Advertising placed via Yandex.Direct may be displayed:

Selection of Advertising for Impression in ALL positions at SERP is based on keyword / key phrase (subject to exclusion of stop words (http://direct.yandex.com.tr/help/?id=1125927#1125932), the quality coefficient, clickability and the cost-per-Click, specified by the Advertiser.

At that, only Impressions and Clicks on search results of the Search Engine shall be used to calculate the Click-through-ratio (CTR) (as defined below) for Impression of Advertising on all position of SERP. Several search results pages may be simultaneously displayed on a single web page (including mobile devices programs interface). In such a case search results pages are numbered.

Yandex SERP may contain up to three Ads of the Special Placement. The Special Placement means an advantageous Advertising placement with high clickability, located above search results (under the search string or thematic insets of Yandex services («wizard»: https://yandex.ru/support/search/?id=1059399)). Impression of Ads of the Special Placement shall be guaranteed for each query identical to a keyword/key phrase (subject to exclusion of stop words), specified by the Advertiser.

Other Ads shall be displayed TO THE RIGHT of search results.

Yandex’s SERP may simultaneously contain in their RIGHT column:

  • up to 4 Ads displayed statically, i.e., guaranteed for impression for specific keyword/key phrase (subject to exclusion of stop words), specified by the Advertiser, – the Guaranteed Impressions .

  • up to 5 Ads, not included into the Guaranteed Impressions, displayed dynamically (i.e., rotating) at the positions below the Guaranteed Impressions – the Dynamic Impressions . A total number of Ads, rotating in these positions, is not limited.

The Ads might not be displayed on the Advertising spaces specified in clause 2.1 of the Rules since a media context banner (http://advertising.yandex.ru/media/context) and/or Yandex.Market product offering (http://market.yandex.xx/) and/or information block covering Yandex's services and products might replace the former, as may be prescribed by certain inquiries.

Ads with the best indicators are to be displayed in the Special Placement and at the positions of the Guaranteed Impressions. Other Ads shall be displayed at the positions of the Dynamic Impressions.

Ads selected for the Special Placement shall meet certain threshold, irrespective of whether there are any competing Ads. For that reason it is possible that no Ad will be displayed at Special Placement, while Advertising in other positions is impressed. Accordingly, Advertising with high clickability may also be more often impressed at Special Placement for a cost-per-Click which is less than price of the first place in Guaranteed Impressions.

Advertising in Special Placement and Guaranteed Impressions shall be displayed in descending order according to the cost-per-Click.

Display of Advertising at the position of the Dynamic Impressions is depending on the total amount of Ads competing under specific Search Query, their clickability and cost-per-Click. Ads in the Dynamic Impressions positions are displayed in descending order on the basis of clickability and cost-per-Click.

Selection of Ads for Impression on Yandex.Direct all Ads viewing pages (http://direct.yandex.com.tr/search) and their placement shall be arranged in decreasing order based on multiplication of clickability by the cost-per-Click. At that, the position of the Advertising on the page shall be determined in accordance with the selected cost-per-Click, i.e., selected Ads shall be placed on every page in the decreasing order on the basis of cost-per-Click.

Please note:

1. In case of overlapping of key phrases in different Ads within one and the same Advertising Campaign, rates for these key words will not raise the cost-per-Click for each other. The only one Ad with higher amount of clickability multiplied by the rate will be selected for Impression.

2. In case of overlapping of key phrases in Advertising, leading to the same website, the only one Ad with higher amount of clickability multiplied by the rate will be selected for Impression.

3. In the course of providing Services the following parameters are determined for the Advertising Campaigns:

А) Quality coefficient affecting the minimum cost-per-Click, effective at the search. The quality coefficient depends on a large amount of parameters and is calculated in a real time. The major parameters are: overall relevancy of an Ad to Search Query, Ad Statistics, relevancy of a website page linked by the Ad, and other parameters.

B) Efficiency factor affecting the minimum cost-per-Click, effective at the search. The efficiency factor depends on a large amount of parameters and is calculated in a real time. The major parameters are: statistical data (Impressions, CTR, number of days of Advertising Campaigns display), aggregated by an advertised webpage or phone number (if specified in a “virtual personal card”).

4. In the course of performing of Services Yandex shall be entitled, at its own discretion, to consider Ads to be similar. Ads are considered to be similar, provided that the following is simultaneously present (irrespective of whether there are Ads of the same or different Advertisers):

  • the Ads have identical or similar objects of advertising: identical or similar to a significant extent goods (works, services), offered for sale within one region;

  • the Ads are placed under the same or overlapping key words (key phrases, catalog heads);

  • the Ads contain links to the same or similar websites and/or provide identical specified and/or actual contact details of Advertisers (suppliers).

Subject to the above stated, websites shall be recognized similar in the event of similarity of substantial portions of the offered assortment of goods (types of works, services) to be sold within one region and/or when the same goods (works, services) are offered by the same suppliers (affiliated, having a close relationship), regardless of slight differences in range, different design, website structural organization, difference in price, as well as websites affiliation to (administration by) different person(-s).

In the event of display of Ads for a correspondent keyword (key phrase), the only one Ad from a group of Ads, considered to be similar, that have a highest amount of clickability multiplied by cost-per-Click shall be displayed to the user. The other Ads from of such a group shall be considered as duplicates and shall not be displayed (placed). The cost-of-Click, selected by the Advertisers for duplicate Ads, shall not be taken into account (in particular, in the course of determination of a place of Impression of other Ads) during the whole period of suspension of these Ads.

In the above cases, Yandex shall be entitled at its own discretion to determine the Ads to be similar, based on the assessment of the information available to it.

4.1. If any Yandex.Direct Ad contain links to the same Internet information resource (website)/domain, or to websites considered similar in accordance with Clause 5 hereof, the Ad with best amount of clickability multiplied by the cost-per-Click shall be displayed.

5. Specifics of changes in display of Advertising Campaigns subject to amendments into the same:

5.1. Processing of operations, performed by the Advertiser through the Interface (or via API) to amend certain parameters of Advertising Campaign, shall be carried out within the following terms:

  • change of the cost-per-Click — from 5 to 60 minutes (average processing time of this operation is 10 minutes);

  • suspension of the Advertising Campaign — from 5 to 60 minutes (average processing time of this operation is 30 minutes);

  • other operations — from 5 to 180 minutes (average processing time of other operations is 40 minutes).

5.2. In the event the Advertiser changes the cost-per-Click, Clicks shall be paid for at their old cost until Yandex processes relevant change to the Advertising Campaign;

5.3. If the Advertising Campaign is cancelled, provision of Services shall cease upon the processing of this operation by Yandex. Prior to processing Clicks shall be paid for at the cost set by the Advertiser;

5.4. Information on the processing of operations, related to changes to the Advertising Campaign’s status, shall be indicated in the Interface.

6. In the event Ads are impressed in mobile devices, the Ad may contain the Link to a website or the Link to a contact page ("Place a Call"). In case the user Clicks on the Link to a contact page, the user may be only provided with a contact phone number, specified for this Ad in a “virtual personal card”.

7. Cost-per-Click.

The cost-per-Click may be set by the Advertiser subject to the rules set out below and within the range as set forth in the table on page https://yandex.com.tr/legal/direct_table:

7.1. Whenever the cost-per-Click, selected by the Advertiser, exceeds the amount of the Advertising Campaign account balance, it shall be considered that the cost-per-Click is equal to the amount of the Advertising Campaign account balance.

7.2. The maximum cost-per-Click for the Advertising Campaign that may be selected by the Advertiser for the Advertising Campaign, shall be defined by Yandex in the following events: a) Advertising Campaign cash balance increase; b) deferred payment billing; c) cost-per-Click change by the Advertiser; d) Advertising Campaign cash balance change, occurred due to the operations, performed by the Advertiser via the Interface; d) change of active key words.

The maximum cost per Click that may be selected by the Advertiser for the Advertising Campaign, shall be calculated as follows:

Advertising Campaign cash balance ×2 / Clicks aggregate forecast, where aggregate Click forecast = ∑ of Click forecast for all key words of the Advertising Campaign.

For each key word the Click forecast shall be calculated as the statistics for a specific key word /1440 х CTR, where a key word statistics = number of Search Queries (http://wordstat.yandex.com.tr) containing a key word, per month.) .

CTR = 0.6%, if the cost per Click, set by the Advertiser, is below 0.21 conventional units, CTR = 2.56%, if the cost per Click, set by the Advertiser, exceeds (or is equal to) 0.21 conventional units, and is below 1.07 conventional units, CTR = 4.12%, if the cost per Click, set by the Advertiser, exceeds (or is equal to) 1.07 conventional units and is below 5.09 conventional units, CTR = 12.73%, if the cost-per-Click, set by the Advertiser, exceeds (or is equal to) 5.09 conventional units.

7.2.1. If the calculated maximum cost-per-Click, set for the Advertising Campaign, is less than 0.05 conventional units, the maximum cost-per-Click for the Advertising Campaign will be set at a level of 0.05 conventional units.

7.2.2. Whenever the cost-per-Click, set by the Advertiser, exceeds the maximum cost-per-Click for the Advertising Campaign, the maximum cost-per-Click shall be applied.

The maximum cost per Click, set for the Advertising Campaign, will be displayed in the Interface after processing of the operations, specified in the first paragraph of Clause 8.2, is competed.

7.3. The Interface shows minimum and maximum cost per Click, minimum Yandex.Direct order amount and other figures in c.u. or currency based on Yandex rules in the Interface.

7.4. For application of the provisions provided by the last paragraph of item 7.2, item 7.2.1 of the Rules, in a case when data in the Interface are displayed in Turkish Liras, the indicators specified in conventional units (c.u.) are recalculated in the Turkish Liras under the formula: the amount in u.e*25.42/the rate of exchange of the Turkish Lira to the Russian ruble, established by the Central Bank of the Russian Federation on the date of indicator calculation.

8. In the event quick Links (additional Links that may be displayed in the Ad) have been provided for the Ad, they shall be displayed in the position of the Special Placement. In the event the Ad is displayed in other positions / on other pages, no quick Links shall be displayed.

On the Advertising spaces specified in p. 2 of these Rules ads may be displayed containing the working hours information specified by the Advertiser on the contact page while the Ad creating/editing.

9. Advertiser may be given the opportunity to perform additional settings/strategies of Ads placement and additional functionalities on advertising campaigns management through the client web-interface. Applying the appropriate settings/strategies or starting to use the corresponding functionality, the Advertiser agrees with the terms of their application/usage specified in the client web-interface.

10. Group of Ads – a set of Ads united by the Advertiser in a group of Ads for which the Advertiser has chosen the uniform list of key words/phrases and uniform display settings (including, the Cost per Click, geo-targeting, etc.). The number of Ads in the group: from 1 to 50. For display on the Advertising Spaces specified in section 2 of these Rules, only one Ad from a Group of Ads is selected according to the rules established in the client web interface. In all other respects, the terms and conditions provided by these Rules are applied equally, both to independent ads and to the ads included in the Group of ads.

11. When selecting ads to be displayed and included by the Advertiser in the Group of Ads on the Advertising Spaces specified in section 2 of these Rules, the following provision is applied in addition: the ad with the best Click-Through Rate among the ads included in the Group is mainly displayed. In the absence of sufficient statistical data for application of such provision, ads from the Group of ads to be displayed are selected according to the principles of automatic rotation of such ads.

 

_____________________________

For the purposes of Services cost calculation one (1) conventional unit equals to 1,7 Turkish Lira without VAT.

Date: 31.10.2013

Previous version of the document: https://yandex.com.tr/legal/direct_display_rules/14102013

Previous version of the document: https://yandex.com.tr/legal/direct_display_rules/03102013

Previous version of the document: https://yandex.com.tr/legal/direct_display_rules/23092013

Previous version of the document: https://yandex.com.tr/legal/direct_display_rules/05082013

Previous version of the document: https://yandex.com.tr/legal/direct_display_rules/06062013

Previous version of the document: https://yandex.com.tr/legal/direct_display_rules/24012013

Previous version of the document: https://yandex.com.tr/legal/direct_display_rules/06112012

Previous version of the document: https://yandex.com.tr/legal/direct_display_rules/16102012

Previous version of the document: https://yandex.com.tr/legal/direct_display_rules/19092012

Previous version of the document: https://yandex.com.tr/legal/direct_display_rules/14082012