Increase site conversions

This strategy enables you to increase the number of onsite conversions generated by your display ads. Your ads are served to users who are most likely to take interest in your offer and perform a conversion action on your site after engaging with the display ad. The average CPM won't exceed your preset value.

This strategy is most effective for campaigns with more than 10 000 impressions per period. If a campaign uses narrow user profiles and the number of impressions for the period is less than 10,000, the average CPM may be up to 2 times greater than the value set by the advertiser.

Strategy settings

The strategy can be selected only in the new display campaign creation interface.

Ad serving period

Specify the start and end date of your ad campaign. The minimum period is 7 days. The budget will be distributed evenly over the period you enter.

Strategy budget

Enter your ad budget. When planning your budget, keep in mind that the minimum daily budget is 300 RUB (values for other currencies). Also note that switching between strategies, stopping your campaign, or changing your time targeting can all influence how your budget is spent.

Limit the 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 automatically sets your CPM to bring you the most impressions and increase the share of site conversions at the lowest possible CPA. 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.

Target Lift survey

Make sure that the survey is enabled in the campaign settings in the Ad analytics section under Target Lift. Learn more about this survey.

Yandex Metrica tag and conversions

Add the Yandex Metrica tag installed on your site to the campaign settings.

Under Conversions, specify the goals that will be used for the strategy and for further analytics.

Use the events that benefit your business as goals. We recommend using the same goals you chose when configuring the conversion strategies for performance advertising.

Recommendations for launching the strategy

• Set your budget amount to RUB 300,000 or more.

• Set the campaign duration to at least 21 days.

• Make sure the campaign reach is at least 1,000,000 users and the number of impressions is 5,000,000 or more.

• Set up goals in the Yandex Metrica tag installed on your site at least 14 days before the campaign launch. Choose goals that require users to take specific actions on your site.

For example, the “Form submission” or “Click on phone number” goals are appropriate because when you set them, the customer must take specific actions: fill out the form or click on the phone number. The “Site session” goal isn't appropriate because it is achieved even if the user visits your site by mistake and doesn't find the information they need.

Follow these recommendations to ensure your strategy delivers the expected results, which you'll see in Target Lift.

Change the strategy settings

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 100,000 rubles from February 1 to February 10 (for 10 days), which comes to 10,000 rubles per day. By February 9, you spent 90,000 rubles.

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

• February 1—February 28 (28 days), RUB 200,000.

With such settings, the system can spend about RUB 7100 per day: the estimated spending by February 9 with these settings is RUB 64,000 (9 × 7100). Because you already spent 90,000 rubles, the system sees the overspending of 26,000 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 100,000 rubles from February 1 to February 10 (10 days), which comes to 10,000 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), RUB 200,000.

With these settings, the system can spend 300,000 rubles in total: 100,000 from February 1 to February 10 and 200,000 rubles from February 14 to February 28.

Please note: you can change settings for an active running strategy with a specified placement period no more than 3 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.

After impressions start, you can only change the strategy to one of the following:

• Maximize impressions for lowest price.
• Decrease cost of repeat impressions.
• Pay per full view.

Questions?

 

Payment currency	Minimum daily budget
RUB	300
KZT	1 300
BYN	9
USD	10
EUR	10
CHF	10
TRY	17

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