Maximum conversions with pay per click

Under the pay-per-click payment model, you pay for each click on your ad.

Strategy settings

1. Select the criteria and spending limit to get the maximum conversions for:

   Set a budget

   Enter the amount and select a limit: per week or for a period. For long-term campaigns without a specific end date, we recommend setting a weekly budget. If you need to control costs for flight campaigns, use a budget for a period.

   Minimum budget:

   • Per week: ₽300 (values for other currencies).

   • For a period: RUB 50 per day (values for other currencies).

   Learn more about the strategy budget.

   Set the spending limit

   • Cost–revenue ratio

     You can use this strategy to get the maximum number of conversions for your selected goals while maintaining the specified cost revenue ratio. Bids are chosen so as to achieve the best results and keep advertising expenses within the specified percentage of the revenue that is given for the selected goal.

     This strategy is best suited for campaigns that use E-commerce or send information about the conversion revenue to Yandex Metrica. This strategy can also be used for campaigns where revenue is specified as the conversion value.

     Specify the expected ratio of promotional costs to the resulting revenue, expressed as a percentage. The specified value is affected by the selected adjustments.

   • Average CPA

     You can use this strategy to get the maximum number of conversions for your selected goals while maintaining the specified average CPA.

     The average CPA is calculated as an average weekly ratio of ad spending to the number of converted sessions.

     Calculate CPA yourself or use the system recommendation. Recommended CPA is calculated as the average CPA per week for the selected goal and attribution model. If there were no conversions for a goal in a given campaign, the average CPA for that goal in other campaigns is used in the calculation.

     It is more common to see fluctuations in the average CPA (either up or down) if you're looking at a time span of less than a week. During the first week after activation, the strategy is being trained, and the average CPC may differ from the set price.

     The specified average CPA is also affected by the selected adjustments.

     The minimum value for average CPA is 0.9 rubles (see other currencies).

   • Budget

     You can use this strategy to get the maximum number of conversions for the specified weekly budget.

2. Add a Yandex Metrica tag.

   If you don't have access to the Yandex Metrica tag, you can request access to the goals configured for this tag. To do this, specify the tag and click Request access. Next, ask the tag owner to enable the Allow optimizing campaigns for goals option.

3. Select conversions and set the CPA or conversion value for them.

   A goal is an action you want a user to complete after seeing your ad. You can choose to receive sessions for goals set in Yandex Metrica. Specify their cost or value manually or select a value — "Dynamic" (recommended for e-commerce goals).

   Use the colored dot next to each goal to choose your optimization goals:

   • Green indicates that the goal has enough conversions for all traffic sources. We recommend using this goal.
   • Gray indicates that the goal has few conversions for all traffic sources. Reaching this goal may be challenging, making the campaign ineffective. Choose this goal if you are sure you have enough conversions to run the strategy.

   You can specify up to 30 conversions per strategy.

4. Select the attribution model in the advanced settings, if needed.

   An attribution model is a rule that determines which click is assigned as the source of a session on your site. The model helps you more accurately identify how advertising contributes to business growth. The bidding system uses Yandex Metrica statistics for the selected attribution model and focuses on achieving the desired result.

   You should select a model based on your business type, the method you use for attracting traffic, and what information you need to obtain from it. The Automatic attribution model is set by default. You can change it as needed.

   More about attribution models.

Have questions?

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Converted session — a user's session on a website during which a goal was completed.

Goal — the desired action carried out by the user on the advertised website. Goals may include actions like registering on the website, completing an order form, or visiting a set number of pages.

Yandex.Metrica allows you to monitor whether goals are met.

Your revenue from reaching the same goal may vary: for example, you may earn 50 rubles from selling socks, while selling a dress could bring you 2000 rubles. For this reason, Yandex Direct uses dynamic values for e-commerce goals.

Payment currency	Minimum weekly budget
RUB	300
KZT	1 300
BYN	9
USD	10
EUR	10
CHF	10
TRY	17

Payment currency	Minimum weekly budget
RUB	0.9
KZT	3
BYN	0.03
USD	0.03
EUR	0.03
CHF	0.03
TRY	0.03

Payment currency	Minimum daily budget
RUB	50
KZT	200
BYN	1.5
USD	1.5
EUR	1.5
CHF	1.5
TRY	2.5