Maximum clicks with manual bids

To set up the “Maximum clicks with manual bids” strategy, select Ads in search results in placements. The strategy allows you to manually set bids for specific targeting criteria in campaigns running only in Yandex Search. You will get the maximum number of impressions and clicks within the limits you have set for the bid, display region, and so on. Competition with other advertisers will also be factored in.

With the conversion forecast tool, your bids can automatically decrease for clicks with a low probability of conversion, or increase for clicks with a high probability of conversion. This will allow you to get more targeted traffic.

Strategy settings

Daily budget

Average daily campaign spending per calendar week.

The budget is reallocated over the course of the week: your remaining balance from less active days will be spent during more active days. Daily spending may be higher or lower than the limit you set. The system can not spend more than 30% over your average daily budget amount. Your average daily spending over a week will not exceed the limit you set.

The budget will be distributed across the entire day or time period you entered in the time targeting settings. If the budget you set is not sufficient to serve your ads throughout the whole day, your ads will participate less frequently in the auction. If the specified budget is enough to serve ads all day, you will receive all available traffic.

If you use high-frequency keywords with a small daily budget or set high bids for keywords, Yandex Direct does not guarantee an even distribution of impressions throughout the day. Your available budget may run out completely at the beginning of the impression period, with no funds left for the rest of the day.

You can't change your daily budget more than three times per day:

• When setting a limit or reducing the daily budget, the setting will be applied from the next day.
• If you remove the limit or increase the daily budget, it will be applied immediately after activation.

In this case, the average spending from Monday through the day of the change can't exceed the previously set limit by more than 30%. For the remaining days of the week, the average expenditure will target the new amount of the daily budget.

The daily budget runs based on Moscow time (UTC+3), regardless of the time zone chosen for your campaign.

The minimum daily budget is ₽300 (values in other currencies).

You can change strategies at any time in your campaign settings.

How to choose the optimal bid

Optimal bid is the maximum cost-effective CPC that an advertiser is willing to pay based on their business indicators to attract as much traffic as possible.

• With a manual strategy, you need to independently select an optimal bid for each keyword. In your calculations, it's better to rely on your project's KPIs, not on traffic volumes or display positions.

• In automatic strategies, optimal bids are selected automatically based on the set limits. For example, in the “Maximum number of clicks” strategy with a limit on the average CPC, the desired final campaign's CPC is set right away (you can also use adjustments in the main cross sections). This way, the algorithm manages bids more optimally, considering your budget constraints. In the “Maximum number of conversions” strategy, you can immediately specify the desired CPA or cost revenue ratio, without setting up bids or target CPC

If you haven't placed ads previously, to determine the optimal bid, estimate the expected conversion: Analyze the indicators from other traffic sources, study the market's average indicators, or launch a test campaign, for example, with the Maximum number of clicks automatic strategy, to collect data for calculations.

If you have placed ads previously, calculate the bid that makes the most business sense. To do this, analyze your revenue on the keywords using the Report Wizard:

1. Select the goal you want to calculate revenue for.

2. Add the cross section Impression criteria — it displays the keyword text.

3. Select the columns: Clicks, Conversions, Average bid per click, and Revenue. Revenue in the report is calculated based on the conversion value set in the campaign settings or based on e-commerce data.

You can determine the most effective bid using the report data or calculate it yourself.

The method of calculating the optimal bid depends on the campaign goal (acquiring new users or retargeting) and on the primary metric important to the business:

• Cost per install (CPI), cost per order (СРО), cost per conversion (CPA).
• Cost revenue ratio (CRR).
• Return on investment (ROI).

Learn more about how to create a report and make decisions based on statistics.

How to set a bid

The bid for search impressions determines the traffic volume. The higher the traffic volume, the more clicks you can get.

On the Campaigns page, select the campaigns and go to the Bids and keywords page. This page will display a list of all targeting criteria, such as keywords. Click the bid value and enter a new bid.

To set a bid for multiple targeting criteria, mark them or select all of them. Click Actions → Bid Wizard. Specify a single bid and click Save.

Learn more about setting bids.

The bid increment is 0.10 rubles ( values in other currencies). This means that if you set a bid of 2.08 rubles per click, your actual bid during the auction will be 2 rubles.

How bids affect traffic volume and click price

The estimated traffic volume depends on your ad's indicators and those of competing ads for the given keyword (bids, quality coefficients, and CTR forecast for the impression). To get more traffic, you can increase bids, but you can also make your ads more effective.

The entry threshold for premium placement does not depend on whether or not there are competitors.

If the system selects your ad, then you will probably pay the click price indicated for that traffic volume. The click price changes dynamically. The CPC for an ad can differ from the specified price.

Learn more about the Yandex Direct auction.

How to monitor traffic volume changes

In the campaign settings, enable email notifications and get information about changes in traffic volume to your email address.

You can also monitor the traffic volume and click prices by analyzing statistics with the Report Wizard. To do this, go to Cross sections and select Ad №, then go to Columns and select Clicks, Expenses, Average CPC, and Avg. traffic volume.

Learn more

• Ad placement in search results
• How the Yandex Direct auction works

Questions?

 

Estimates the probability of conversions on the website where the Yandex Metrica tag is installed. It's calculated using machine learning algorithms based on Yandex Metrica data. ES indicators reflect visitor interest in your products and services.

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

Payment currency	Bid increment
RUB	0.1
KZT	1
BYN	0.01
USD	0.01
EUR	0.01
CHF	0.01
TRY	0.01

A value that is directly related to the clickability of an ad position. The traffic volume calculation factors in the ad design, number of ads in the section and their designs, and the ad display position on search. For example, if there are 4 positions in premium placement, then the first position will bring in a traffic volume of 100, and second, third, and fourth place will bring in a volume of 85, 75, and 65 respectively. The traffic volume can exceed 100 — if ads are served in expanded format, for example.