Pay for conversions for multiple goals in the Campaign Wizard

January 19, 2023

When promoting a business, you may want to track multiple targeted actions, especially if sales occur in different funnels. For example, a customer may place an order on the website or by calling the sales department. In cases like this, advertisers used to use a pay-per-click strategy or they would focus only on one goal to pay just for the result. Now you don’t have to choose: in the Campaign Wizard, “Product campaign” and “Conversions and traffic” campaigns can be configured with payment for multiple goals.

Choose the most important goals and pay for the result

You can still launch pay-per-conversion ads in the Campaign Wizard, but now you can choose several goals and pay only when customers achieve them.

This can be set up in the Conversions section. Goals are grouped by different channels that customers may come from:

Order from the site or app
Call
Offline actions
Other actions

The sales process determines which goal to choose

Let’s look at a few options for setting up targeted actions in different businesses.

An appointment can be made at a veterinary clinic by submitting a request on the website or calling them. These are different funnels. Two goals can be configured:
- Appointment request form submitted
- Call

The advertiser pays when either of these actions are performed. And if the client first called and then filled out an application on the website, the business will be charged for both goals.

In an online store with e-commerce configured, a customer can make a purchase on the website or by calling the sales department. The following goals might be chosen:
- Ecommerce: purchase
- Call

Since e-commerce is configured on the site, a cost revenue ratio (CRR) can be set for the “Ecommerce: purchase” goal. The conversion fee will be calculated dynamically based on the revenue.

A fixed cost can be set for the “Call” goal, and it will be debited every time a customer performs this action.

A CRR can only be set for the “Ecommerce: purchase” goal if e-commerce is configured or for goals relating to CRM orders transmitted via the conversion center or Yandex Metrica.

In a store without e-commerce, a customer adds a product to their cart and then places the order. The “Order” goal gets less than the 10 conversions necessary per week for the strategies to be stable. The advertiser can set up these goals:
- Item added to the cart
- Checkout

These goals correspond to different stages of the same sales funnel. “Item added to the cart” is achieved more often. With this goal, the algorithms will get more conversion data, learn faster, and attract more potential buyers.

While shopping, the customer performs both actions. A fee is debited for each one. In this case, the cost of the final order should be the sum of the price of each step:

“Item added to the cart” price + “Checkout” price = Final order price

Carefully calculate the cost of each action. To learn more, see Help.

If you set up multiple goals and chose to pay per click, you are charged for each click to your site. The algorithms will factor in your goals and select the audience that is most likely to achieve them.

On the campaign page, you can view statistics and analyze the effectiveness of ads for all of your goals.