Last spring, we started gradual changes to the daily budget algorithms in Yandex.Direct to ensure that advertisers get as much high-quality traffic as possible without overspending.
First, we changed how spending is distributed over the course of a day. If the current level of demand risks forcing the campaign to stop impressions prematurely, Yandex.Direct will automatically begin optimizing the budget: instead of running the daily budget dry and stopping impressions, the system assesses each query and decides whether to participate in auctions, and thereby ensuring that your ads are seen by your target audience consistently, and preventing your campaign from being suspended for longer periods.
At the second stage, optimized allocation of your budget throughout the week means that your campaign is better able to attract as much as possible of your target audience on days with heightened demand. The strategy we previously called "Daily budget" is now “Average daily budget,” and works according to the formula:
Average daily budget = total spend over a calendar week / 7 days
The updated Daily budget works to remain within the budget limits you set while also balancing your spending and the flow of traffic from your ads.
Let’s say that your daily budget is 1000 rubles. On weekdays, there is more active traffic, and your funds run out before the morning is over. On Saturday and Sunday, however, spending rarely exceeds 700 RUB. The updated Average daily budget will take the unspent funds from the weekend and allocate them to the most active weekdays.
At the same time, the average expenditure over the course of the week would remain within 1 000 RUB per day.
This updated version of the daily budget strategy, in which unused funds from slower days are spent on days with more active demand, was released only after careful testing — we had to make sure that everything works as it should. Now this mode has been launched for use on a permanent basis.
Find out more about daily budget settings in the Help section.