Managing your CPC
If while creating your ad campaign you selected a strategy that involves manual bid management, you are free to manage your CPC on your own.
To set a different CPC, click the campaign name link in the My campaigns section. You will see a list of ad groups in this campaign, and a list of all targeting criteria that are currently active: keywords, retargeting lists, and mobile app interests.
The forecasted CPC is calculated for the whole ad group. It allows most of the ads to enter the specified position. For keywords, the forecasted CPC that will ensure the most impressions displays.
Paying for the 1st position Premium Placement will guarantee impressions of your ads in the first line above the search results.
Paying for the 2nd position Premium Placement will guarantee impressions of your ads in the first line above the search results. The price of 2nd premium placement of mobile app ads is not displayed.
Paying for the Premium Placement will guarantee impressions of your ads above the search results.
Paying for the 1st position price will ensure your ad the first position under the search results on the first page.
Paying for Guaranteed Placement will guarantee you ad impressions below the search results on the first page.
The threshold to enter premium placement and guaranteed impressions does not depend on whether or not you have competitors. The price to enter guaranteed or premium placement on the first search results page depends on your ad's indicators and those of competing ads for the given keyword. These indicators include the bids, quality coefficients, and forecasted CTR for that specific impression.
For target audiences and user interests, the CPC is shown for various levels of audience coverage in ad networks.
If the impression position name or coverage is grayed out, that position is not available for your ad regardless of the bid you selected. An ad position or audience coverage may be unavailable due to your impression strategy or competitors' bids.How shall I choose a strategy?
You can set the maximum CPC to the right of each targeting criteria. You can also set the overall maximum CPC for a certain type of targeting criteria (keywords, retargeting lists, or mobile app interests) in this ad group.
You can change your default bid and set a price you are willing to pay.
The minimum price is 0.3 RUB (values in other currencies).
The maximum price is 2500 RUB (values in other currencies).
The bid increment is RUR 0.10 ( values in other currencies). This means that you if you set a bid at 2 rubles and 8 kopeks per click, a bid of 2 rubles will actually be used in the increments.
In case the bid value exceeds 300 RUB or the equivalent of this amount in your local currency, the bid field will be highlighted in pale red: the system draws your attention to the excessively high price you have offered.
In case the value is incorrect, the field is highlighted in red. This bid will not be saved until you correct the error.
After you set the cost per click that you are willing to pay, click the Save button at the bottom of the page.
The click price and CPC on search
If your ad is selected for display for one of the positions, then in most cases you will pay for each click the specified click price for this position. The click price changes dynamically. The cost of a click for an ad can differ from the specified price, but it will never exceed the maximum CPC set by you.
For Text & Image ads, the position prices and click prices are calculated according to search queries that match the keyword (without stop words). For example, if you set a First Position bid for the query buy matches, then for the query buy fireplace matches, the ad may not be included in Guaranteed Placement.
For ads for mobile apps, position prices and click prices are calculated according to all search queries including the keyword (without stop words). For example, when calculating prices for the phrase buy matches the comptetition between the phrases buy matches, buy fireplace matches, buy waterproof matches, etc. is taken into account.
Position prices and click prices are calculated for all active ads of a group. If there are no active ads in a group, then the prices are calculated for all ads in the group.
Position prices change dynamically, and if the price goes up, an ad may be moved to a lower position.
The bid set by you allows you to display ads at a certain position. Every time an ad is displayed, your price is automatically decreased to the value set for the price to be debited for this position. This protects you from overpaying.
The Cost per click at Yandex Search field shows the price that may currently be debited whenever your ad is clicked on a page showing search results for a query that matches the keyword. In practice, this price will change dynamically (depending on the specific user query and on whether there are competitors for this query considering the geographic region and the display time). However, this price will never be higher than the one you set. The Yandex Search price is displayed only for the text & image ads.