Last week Yandex.Direct got yet another one useful feature. From now on, when accessing your account via Yandex.Direct web interface, you will see your account quality score.
The quality score ranges from 0 to 10 and is calculated based on settings of all campaigns in the account.
The new feature also gives recommendations how to improve the quality score and the performance in the account. Most of the recommendations are very generic like “Create a separate campaign for YAN” or “Avoid pausing ads”, which might not be relevant for all advertisers. Some other recommendations are more useful, like in the example above: “Sitelinks can increase traffic by 30%” or “Write different ad texts for different key phrases”.
Yandex.Direct help center [in Russian] encourages advertisers to constantly work on optimization of their campaigns, even if the quality scoreof their account is rates 9 or 10. Increasing relevancy and optimizing for higher CTR (and hence lower CPC) should be ongoing work.