Optimizing the number of conversions

“Optimizing the number of conversions” is a strategy that can be useful for advertisers who have set goals for attracting traffic to their website and know how much they are willing to pay for conversions. This strategy is most effective for campaigns that get more than 200 clicks and at least 10 converted sessions a week. You can also enable paying per conversion.

Average cost per action shows the ratio of the weekly budget expenditure to the weekly number of converted sessions. This strategy enables you to get the maximum converted sessions to your website and bring your average CPA for the week in line with the value you've set.

How it works

Once your campaign is launched, the system will automatically assign bids for filters so as to increase banner impressions of those product offerings that most often result in conversion on the website after being clicked. In this case, you can specify the average CPA value for the whole campaign or for each filter.

To the entire campaign

You set the average CPA for the whole campaign. The average weekly cost of the campaign will not exceed this amount. In this case, the CPA for some filters may be higher or lower than the specified average cost.

You can assign the average CPA for any filter individually in the filter settings. For example, you can assign a high average CPA to the filters with more expensive products. The system will try to simultaneously maintain the average CPC for the filter and the total value for the campaign.

For each filter

You can set the same default average CPA value for all your filters. The average weekly cost for each filter will not exceed the specified amount. At the same time, the CPC for the filter may change throughout the week, going higher or lower than the specified average cost.

You can set the average CPA for any filter individually in the filter settings. In this case, priority is given to the filter CPA. The default average CPA that you specified in the strategy settings is ignored.

Prerequisites for using the strategy

In order to enable the strategy, you must have a Yandex.Metrica tag linked to the campaign.

  1. The tracking tag is installed on the advertised site. Yandex recommends that you embed the tag's code snippet on every page of your site.

  2. Goals are configured for your tag. Only simple (not multi-step) goals are appropriate for the strategy.

  3. You must specify the tag number or enable link tagging for Yandex.Metrica in the campaign settings. Learn more

Strategy settings

Goal

Select a goal.

What does the color of the goal mean?

It shows the total number of conversions for the selected goal from all sources of traffic (attracted both by ads and otherwise).

Green

The goal has enough conversions for all traffic sources. We recommend using this goal.

Gray

The goal has few conversions for all traffic sources. There are risks that there'd also be few conversions for the goal during campaigns, making the campaigns ineffective. Choose this goal if you are sure you have enough conversions to run the strategy.

Attribution model

An attribution model is a rule that determines which click is assigned as the source of a session on your site. The model helps you more accurately identify how advertising contributes to business growth. The bidding system uses Yandex.Metrica statistics for the selected attribution model and focuses on achieving your desired result.

You should select a model based on your business type, the method you use for attracting traffic, and what information you need to obtain from it. The default attribution model is Last click from Yandex.Direct. You can change it as needed.

More about attribution models.

Select the criteria to get the maximum conversions for:

To pay only for converted sessions, enable the Pay per conversion option. The strategy will bring you conversions at the CPA specified on strategy setup.

Select how you would like to apply the criteria: per campaign or per filter.

If your filters have different CPAs in the ad group settings, the filter-level value will be used to optimize CPA. If no value is set for the filter, campaign-level CPA will be used for optimization.

CPA

Available only when Pay per conversion is enabled.

Specify your CPA. Calculate CPA yourself or use the system's recommendation. Recommended CPA is calculated as the average CPA per week for the selected goal and attribution model. If there were no conversions for a goal in a given campaign, the average CPA for that goal in other campaigns is used in calculation.

CPA must not exceed 15,000 rubles.

Weekly budget

The minimum weekly budget is 300 rubles (see other currencies).