Manual bid management in YAN will be disabled in the spring of 2023

December 20, 2022

The “Maximize clicks with manual bids” strategy will be gradually deactivated in campaigns with impressions in YAN, as well as in YAN and Yandex Search. “Maximize conversions” and “Maximize clicks” will be the only automatic strategies available for these campaigns. Let’s talk about how manual bids will be disabled and which strategy is the best for you.

At the end of March 2023, the “Maximize clicks with manual bids” strategy will be disabled in campaigns with impressions in YAN and in Yandex Search and YAN.

Campaigns with impressions only in Yandex Search won’t be affected by the changes.

“Maximize conversions” and “Maximize clicks” will be the only automatic strategies available for campaigns with impressions in YAN and in Yandex Search and YAN.

Automatic strategies are a popular tool, with over 85% usage share in YAN. Its effectiveness is confirmed by our clients’ cases.

We want your transition to auto-strategies in YAN to go smoothly, so it will be carried out in several stages, and you’ll see new tools for working with strategies introduced in Yandex Direct.

Three stages of disabling manual bid management in YAN

February 1— new advertising campaign creation will be disabled
March 1 — bid editing in active advertising campaigns will be disabled
March 29 — active campaigns will be disabled

Be sure to choose your new automatic strategy in advance so that your advertising does not stop.

Choosing the right strategy

When to choose “Maximize clicks”

This strategy is aimed at attracting traffic to a site. It increases the number of click-throughs within the specified CPC. Unlike the pay-per-conversion strategy, the “Maximize clicks” strategy does not require that you set up Yandex Metrica. But we recommend always setting goals so that the strategy is focused on achieving them, as well as for working with statistics.

When to choose “Maximize conversions”

The goal of this strategy is to increase the number of conversions completed on a site or offline. A conversion refers to purchasing or buying out goods or filling out an application for a service on the site.To use this strategy, you need to set up Yandex Metrica and configure goals on the site or the upload of offline conversions through the Conversion center.

With the “Maximize conversions” strategy, you can optimize for two metrics, the price per conversion and the cost revenue ratio, using either a fixed price or share for achieving the target action, or the average value. Additionally, you can place a limit on the weekly budget, and the strategy will strive to bring the maximum conversions for this budget.

New tools in Yandex Direct

Advertisers who choose manual bid management often do this to overcome two obstacles: insufficient data in conversion strategies and weekly budget cycles in the “Maximize conversions” and “Maximize clicks” strategies. Soon, there will be new Yandex Direct tools to help you solve these problems.

Portfolio strategies.They’ll help to combine several campaigns under one strategy so that the Yandex Direct algorithms get the right number of conversions and learn faster.
Period budgets.They’ll help when the usual weekly budget isn’t suitable and you need to specify a different budget for a given period, for example, 15,000 rubles from January 18 to 31.

The changes will also affect the Yandex Direct API. Learn more in Help.