Increase brand metrics^β

The strategy algorithms prioritize impressions to those users who are more likely to positively change their brand perception after being exposed to a display ad. This helps improve brand awareness, ad recall, purchase intent, and other metrics. The average CPM won't exceed your set limit.

Strategy settings

This strategy is available in the professional interface when creating a display campaign.

You can only configure this strategy if there is a new Brand Lift survey linked to the campaign(s).

Ad serving period

Specify the start and end date of your ad campaign. The minimum period is 7 days.

Strategy budget

Enter your ad budget. It must meet the Brand Lift survey requirements.

• Campaign budget*:

  • Minimum budget for the entire period is 1 million rubles without VAT (see values for other currencies).
  • Daily budget is at least RUB 70,000 without VAT (see values for other currencies).

• Minimum reach* is 2 million users.

*You can connect multiple campaigns with the new strategy to a single Brand Lift to meet the total budget and reach requirements.

Limit your average CPM

You can limit your average CPM. The minimum value is RUB 5 (see other currencies). Check the price recommendation in the forecast section: the price in the forecast is likely to help you achieve your strategy goals.

The system will automatically set your CPM to maximize brand metrics growth. The average cost may fluctuate up or down over the course of the day. However, the average CPM over the entire period of the strategy will not exceed the limit you set. For the limit to apply, the strategy should run without changes or pauses over the whole calendar week.

Brand Lift survey

Make sure that the survey is enabled in the campaign settings under Brand Lift. Learn more about this survey.

Change the strategy settings

For a successful Brand Lift survey, make sure that your campaign budget is at least 1 million rubles and your daily ad spend is at least 70,000 rubles. You can connect multiple campaigns with the new strategy to a single Brand Lift to meet the total budget and reach requirements. If your daily budget drops below this level, the survey stops collecting data. Remember to adhere to this requirement so that the survey doesn't stop running.

You can adjust your strategy settings at any time, even if the strategy is already in use. In the editing window, you can change the average CPM, or budget, or the budget allocation period. The new settings are applied within 24 hours. When you make any changes to the campaign settings, the strategy restarts and is trained on the new data for 3–5 days.

If you change the period start date, the automatic strategy is restarted on the specified date.

When you change both the period and budget, average daily expenses are recalculated with past expenses taken into account until the period ends. If the estimated daily budget has decreased under the new settings, impressions are temporarily suspended/decreased.

For example, your campaign had a budget of 1 million rubles from February 1 to February 10 (10 days), which comes to 100,000 rubles per day. By February 9, you spent 900,000 rubles.

On February 9, you change the strategy's end date and budget:

• February 1—February 28 (28 days).
• New budget: 2 million rubles.

With such settings, the system can spend about RUB 71,430 per day: the estimated spending by February 9 with these settings is RUB 642,860 (9 × 71,430). Because you've already spent 900,000 rubles, the system sees the overspending of 257,140 rubles and suspends impressions (for 3.5 days) so that the actual spending matches the budget.

If you make changes after your campaign has ended with the old strategy settings, the strategy is restarted and the spending count is reset.

For example, the campaign had a budget of 1 million rubles from February 1 to February 10 (10 days), which comes to 100,000 rubles per day. On February 10, the campaign ended because the entire budget was spent.

On February 14, you change the strategy's end date and budget:

• February 1—February 28 (28 days).
• New budget: RUB 2 million

With these settings, the system can spend 3 million rubles in total: 1 million from February 1 to February 10 and 2 million rubles from February 14 to February 28.

Please note: you can change the settings of an active running strategy with a specified placement period no more than three times per day, but keep in mind that the strategy will restart after each change. No limitation is imposed on editing a strategy that has not yet been launched.

Questions?

 

Currency	Total campaign budget for the placement period (without VAT)
RUB	1,000,000
KZT	1,500,000
BYN	8500
CHF	12,000
EUR	7000
USD	7000
TRY	180,000

Currency	Minimum budget for Brand Lift analysis (amount per day, excluding VAT)
RUB	70,000
KZT	107,000
BYN	584
CHF	870
EUR	490
USD	490
TRY	12,835

Payment currency	Minimum price per thousand impressions	Maximum price per thousand impressions
RUB	5	3000
KZT	29	18,000
BYN	0.15	100
USD	0.08	52
EUR	0.07	44
CHF	0.08	50
TRY	0.3	178