Cost revenue ratio (CRR) is the ratio of ad spending to ad revenue. The new strategy is an updated version of “Optimize ROI”, but with simpler settings.

How do I know if this strategy is right for me?

Achieving the same goal on your site brings you different revenue. Let’s say you have an online store with a wide variety of goods or a site that offers airline tickets. When evaluating ad effectiveness, look at order values: one might bring you $20 while another brings $100. While you can use a fixed conversion cost, we recommend the “Target cost revenue ratio” strategy for more precise settings.

This new strategy will bring conversions for your goal while maintaining your target cost revenue ratio (for example, at 10% of the price of items bought by users). This is especially useful for campaigns with smart banners or dynamic ads that promote multiple products at once.

Customers come from different sources: calls, chats, and request forms. Let’s say, on average, a customer’s call brings you $5, a chat message $2.50, and a form submission $2.50.

You can make these your priority goals and set the cost revenue ratio at 15%, for example. This signals the strategy to bring in as many leads as possible for all priority goals, but not to spend over $1.50 on an ad.

How to set it up

Step 1. Select the “Target cost revenue ratio” strategy.

Step 2. Add your ad campaign goal. If you use an ecommerce goal or transmit revenue via the API or Yandex.Metrica, select this goal from the list. At the top of the list, you’ll see goals that you already transfer revenue data for.

If you use multiple goals, first add them in your campaign settings as priority goals, then set their value: the average revenue that your business receives per call or request form.

Step 3. Set the cost revenue ratio.

You can use this strategy in the API and Direct Commander as well. To monitor strategy performance, use the new “Cost revenue ratio” cross-section in the statistics. For more information about the settings, see our Help.

Try out the updated strategy and share your results. If you’re unsure about anything, feel free to write or call our customer service. We’re always happy to help.

* Can I still run the “Optimize ROI” strategy? Yes, we’re keeping the old strategy for everyone who has been using it. If your Yandex.Direct username has campaigns with the “Optimize ROI” strategy, they’ll still run as before. You can edit your settings and create new campaigns with this strategy.