1. Combining settings from similar automated strategies
As a result of the feedback we received, we have decided to simplify the choice of strategy. Soon you will be able to select your automatic strategy based on the main parameter that you want to optimize: clicks, conversions or average ROI.
What will change in August:
"Weekly budget: Maximum conversion rate" + "Average CPA" = Conversion optimization
By selecting conversion optimization, you will be able to set a weekly budget and maximum click price to get as many conversions as possible or maintain a certain CPA. The "Maintain average CPA" field will no longer be necessary.
"Weekly budget: Maximum clicks" + "Average click price" + "Weekly click package" = "Click optimization" strategy
Using the same logic as in the first point, three strategies unite into one. Within the "Click optimization" strategy you will still be able to set a weekly budget, average click price and set your desired number of weekly clicks — all the previous options for settings will remain unchanged.
2. Updated budget settings in ad networks
"Settings in ad networks" currently appears as a separate block. In August, we will transfer the option to maintain campaign spending in ad networks within certain limits to the manual bid management strategy:
This August, two options will be available when using manual bid management strategies:
- maintain campaign spend in ad networks within the limits of the set value,
- maintain the bid for ad networks lower than your search bid.
The option to set a bid for ad networks as a percentage of your search bid will not be carried over, but there's no need to worry about this. For your campaigns with manual bid management and bids set for less than 100% of your search bids, we will enable separate bid management and set bids that take your current settings into account:
Your bid for ad networks = Your search bid multiplied by the value of your bid adjustment for ad networks
Let's say that your bid for search is 100 rubles, and your bid for ad networks is set for 50% of search, then your bid for ad networks will be 100 rubles х 50% = 50 rubles.
If you would like to set a separate bid for ad networks on your own, please set up separate campaigns before August 15th. To find out more about how to set up a separate campaign for impressions in ad networks, take a look at the corresponding Help section.
Automated strategies optimize your campaigns' performance while taking your parameters into account. Additional budget settings for ad networks are irrelevant for them and will not be transferred.
3. Option to choose an attribution model
As of September, you will be able to choose an attribution model when editing a strategy.
An attribution model is a rule that determines which click is considered to be the source of a visit. So, the "First click" attribution model will use the first visit to the site over the last 180 days, whereas "Last click" will use the last click without taking into account former visits. The "Last non-direct click" — the last click from an ad (and not from an open tab, saved page, or direct visit to the site). You can read more about attribution models in the Help section.
Only the click type you indicate will be counted in Yandex.Direct statistics, considered as the source of a visit and, accordingly, affect the mathematical algorithms that allow strategies to work.
What about the Direct API?
We wrote in detail about all the changes in the Campaigns service in the Direct API blog.
When will these changes take place?
We are planning to update automatic strategies and enable separate bid management in campaigns with manual strategies in the middle of August. We will remind you again as we get closer to the launch dates and will keep you up to date.
All advertisers who use any of the strategies affected by these changes will receive emails with details. We are planning this launch in such a way as to minimize the inconvenience and work involved in adjusting your campaigns — all your current settings will be carefully carried over into the new design.
