--- metadata: - name: generator content: Diplodoc Platform v5.50.6 alternate: - https://yandex.com/support/direct/en/troubleshooting/bidding.md - https://yandex.com/support/direct/ru/troubleshooting/bidding.md - https://yandex.com/support/direct/tr/troubleshooting/bidding.md - https://yandex.com/support/direct/zh/troubleshooting/bidding.md keywords: - How much do clicks cost? - Why is it so expensive? --- > **Documentation Index:** Fetch the complete configuration index at https://yandex.com/support/direct/en/llms.txt # Traffic volume and bids On this page you will find answers to frequently asked questions about traffic volume and bids. The cost of a click in Yandex Direct isn't fixed but based on the results of an auction among advertisers. These auctions are held for every ad that is served. Every ad participates in the auction with its own bid (that is, the maximum price that the client is willing to pay for a click when [bid adjustments](https://yandex.com/support/direct/en/impressions/bids-adjustment.md) are factored in). Learn more about [how the Yandex.Direct auction works](https://yandex.com/support/direct/en/technologies-and-services/vcg-auction.md). For [automatic strategies](https://yandex.com/support/direct/en/strategies/select-strategy.md), the bid is determined by the system based on your settings. For [manual strategies](https://yandex.com/support/direct/en/strategies/manual-strategy.md), you can set the bids yourself on the campaign page in the **Bid** field. ## I don't know how much to pay for a click {#not-sure} If you haven't figured out how the system works yet and how to set bids, select one of the automatic strategies when you create a new campaign. That way you won't have to worry about bids. For example, with the “[Optimize clicks](https://yandex.com/support/direct/en/strategies/average-cpc.md#advanced)” strategy with a weekly budget limit, you just have to enter the amount you are willing to spend on your campaign and Yandex Direct tries to get you as many quality clicks on your ads as possible without exceeding that amount. ## What does traffic volume mean? {#traffic-volume} Traffic volume is a value directly related to the CTR of an ad position. The traffic volume calculation factors in the ad design, number of ads in a unit and their designs, and the ad display position on search. For example, if there are four positions in a [Premium placement](https://yandex.com/support/direct/en/general/positions.md#sr), the first position will bring in a traffic volume of 100, and the second, third, and fourth will bring in a volume of 85, 75, and 65 respectively. ## Why can traffic volume exceed 100? {#traffic-volume-100} A value of 100 refers to the traffic volume received by an ad displayed in the first of four positions in a premium placement unit. Some ad placement locations may be more "clickable" than the first place in a premium placement. They will get a traffic volume that exceeds 100. For example, ads in expanded format may get that level of traffic. ## The bid forecast is too high {#price-too-big} Your ad quality and the level of competition for your audience determine your bid forecast. #### Competition {#competitors} Other advertisers can also target your audience. The bid calculations you see in the interface factor in your competitors in all the [display regions](https://yandex.com/support/direct/en/efficiency/geotargeting.md) you choose, so even if you have no competitors in one of your regions, it doesn't guarantee that your bid will be low. Ads that could be served from other regions (when [extended geotargeting](https://yandex.com/support/direct/en/efficiency/geotargeting.md) is enabled) also participate in the auction, but they are not included in the traffic volume forecast. #### Ad quality {#quality} The lower the quality of your ads, the more expensive it will be to serve them. To lower your bid, pay attention to the factors that influence your bid. - ##### CTR forecast {#ctr} The [CTR](*CTR) forecast is used to calculate the bid forecast. This forecast is based on accumulated impression and click statistics for keywords, as well as other parameters that affect how likely a user is to click on an ad, such as whether a word from the search term they entered is in the ad text, user behavior in the display region, etc. To increase the CTR for your ads, follow the recommendations in [Managing ad elements](https://yandex.com/support/direct/en/efficiency/improve-your-ads.md). - ##### Ad quality coefficient {#quality} This rating represents how relevant your offer is to the user's interests. Yandex Direct compares an ad and the landing page it leads to with the search term the user entered and what they do on your site. For each ad and its keywords, select the landing page that best corresponds to the user's search term. For example, if a user searches for “flights to Mars in July”, ads that mention trips to Mars in July and lead to a page where you can buy tickets to Mars in July will get the best results. ## What is the click price? {#click-price} The average price you will pay per click for the corresponding traffic volume is indicated for keywords in the **Click price** column. The click price can [exceed your bid](#more-than-bid), for example, if the conversion probability is high. ## What is the minimum price on search? {#min-cpc} If your bid is lower than the minimum CPC in search results, your ads will only be served on [Yandex Advertising Network](https://yandex.com/support/direct/en/general/yan.md) member websites and on the [“All ads”](https://yandex.ru/search/ads) page. The minimum CPC in search results may go up if the site listed in your ad has a poor performance history in Yandex Direct (for example, a low aggregate [CTR](*CTR)). To ensure that your minimum price doesn't go up, monitor the quality of your other ads and campaigns. ## I can't gather display statistics in order to increase my CTR {#statistics-myth} If you just launched your ads, don't worry about your cumulated statistics. The [CTR](*CTR) forecast is used to calculate the bid forecast. This forecast is not only based on click and display statistics, but also on many other parameters that let you determine clickability, even when impressions first launch. ## My account has a high quality index but my bids haven't decreased {#account-quality} Your account quality index doesn't directly affect your bid forecast, even though it closely resembles your [CTR forecast](#ctr). To lower your bid, follow the recommendations described in the [Forecasted bid is too high](#price-too-big) section. ## I changed my bids, but was charged based on the old prices {#bids-activation} The old price may be deducted for a click if you changed your bid for a stopped campaign and then restarted it. After your campaign is enabled, it takes an average of 40 minutes for it to become active. Approximately 30 minutes after that, your new bids will take effect. During that time, clicks are charged based on the bids that were placed before the campaign was stopped. ## The click price is higher than my bid {#more-than-bid} There are several factors that may cause click prices to exceed the bid you set in the Yandex Direct interface. Please note that the click prices that display by default in your campaign statistics do not include VAT. - A bid might get raised automatically if the ad has a high conversion probability. - You are using adjustments that raise your bid for a given audience of users. Ads are served to members of that particular audience based on your adjusted bid. More information about [bid adjustments](https://yandex.com/support/direct/en/impressions/bids-adjustment.md). - If you lowered your bid less than 30 minutes ago, the older price based on the previous bid may be debited for that click. Please note that if you lower your bid for a campaign that is no longer running and then re-launch it, it takes about 40 minutes on average for the campaign to re-activate. Following this, it takes about 30 minutes for your new bids to take effect. During that time, clicks are charged based on the bids that were placed before the campaign was stopped. - You are working with a campaign management app that uses the [Yandex Direct API](https://yandex.com/support/direct/en/alternative-interfaces/api.md). The app may automatically raise your bid. #### Have questions? {#questions} {% note alert %} Our customer support can only assist you with campaigns linked to the username you are contacting us from. You can check your username by opening [ya.ru](http://ya.ru/) in another browser tab. Our team can access your data only when processing your request. {% endnote %} Scan the QR code or tap it to follow the link.
If you select Telegram or WhatsApp, keep in mind that Yandex does not control and is not liable for how third-party messengers store your data and chat history.
{% cut "Call" %} You can contact us from 10:00 to 19:00 (UTC+3) by phone: **Moscow**: [+7 495 139-91-93](tel:+74951399193) **Russia**: [8 (800) 700-47-45](tel:88007004745) (toll-free within Russia) To access campaigns, the customer service specialist will need your [PIN](https://yandex.com/support/direct/en/troubleshooting/pin-code.md). {% endcut %}
{% cut "Leave a message" %} {% endcut %}


Useful links

Legal documents

Training

Learn more

  [*CTR]: The ratio of the number of clicks on an ad to the number of its impressions, expressed as a percentage. It is an indicator of ad performance.