"Pay for conversions" has already appeared in many Yandex.Direct accounts and will gradually become available to most customers. It can be found in in the settings of the "Optimize conversions" strategy. Advertisers who want to join the testing can send a request to participate in testing (add “want a CPA beta” in comments) or contact their manager.
How "Pay for conversions" works
The new payment model is aimed at attracting the volume of conversions you need, and only pay for the conversions. This way you can invest all of your budget into achieving specific goals and thereby spend it more effectively.
The advertiser specifies their own target conversion price. The maximum conversion price that can be set is 5000 RUB.*
You can use payment for conversions for any type of goal: adding a product to the cart, filling out a lead form, etc. You must select one goal for each campaign.
To pay for conversions in beta testing, you must have a weekly budget high enough to pay for 20 conversions. If the algorithm finds fewer conversions at the set price, the budget will not be spent in its entirety, and the advertiser will only pay for the conversions that actually took place.
To participate in testing, you also need for Yandex.Metrica to record at least 10 weekly conversions for the given goal.
Report Wizard helps you track your campaign results. Three main columns are required for analysis:
- Goal price — the price you set in the settings.
- Conversions — the number of conversions at the moment.
- Total cost — the product of the goal price and the number of conversions.
How to enable payment for conversions
"Pay for conversions" can be enabled in all the main campaign types: Text & Image, Dynamic ads, and Smart banners (if you set the conversion price for the entire campaign).
To enable it, select the "Optimize conversions" automatic strategy and then the "Average conversion price" tab.
In the strategy settings, set the "Pay for conversions" switch to the active position and specify:
- the goal from Yandex.Metrica,
- the conversion price,
- the weekly budget limit.
You can only enable or disable the "Pay for conversions" switch in the Yandex.Direct interface. In the future, you will be able to edit the strategy settings using the API or Direct Commander.
Here's a reminder of two strategies for maximizing results that are open to all advertisers.
- Optimize ROI — will help you get more conversions based on the target ROI that you set.
- Optimize conversions — the strategy will bring the maximum number of goals achieved, based on the target CPA and CPC. The minimum budget in this case is 300 RUB.
* In other currencies: 72 USD, 64 EUR, 495 Turkish Lira.