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Budget forecasting

To make a preliminary assessment of the costs of your ad campaign, please use the Budget Forecast tool. This tool enables you to calculate your monthly ad budget in the regions that you selected for your ads to be displayed, and to find out the approximate cost of redirects generated by your ads.

To assess your budget, please click Budget Forecast on the top of the page. The forecast is available only to authorized users: please enter your Yandex login and password or register.

Step 1. Select display regions
  • Include only those regions where you want your ads to be seen. Do not include regions to which you do not deliver. To save money, you can choose to cover only one city - the one where your company is located.

  • If you operate in several cities, for example in Yekaterinburg and Perm, you can create a separate ad for each city. By creating additional ads on Yandex.Direct, you will not incur any additional expenses as you only pay for click-throughs to your site and not for ad placements.

    Learn more about choosing regions

Step 2. Select forecast parameters
  • Choose the relevant period. You might need, for example, a forecast for the upcoming week, the next 30 days, the month of December, or the 4th quarter.

  • If necessary, you can change the currency of the report, or get a forecast specifically for mobile ads.

Step 3. Specify your keywords
  • Keywords should correspond to the subject matter of your ad. Try to imagine what kind of search queries will be entered by users who are looking for your product/service.

  • Be sure that your wordings are exact and specific. Take the following phrases by way of example: repairsTV repairsToshiba TV repairs. The keyword placed at the end will be the most efficient because this is the best match to the user’s (your potential client’s) interest.

    More recommendations for selecting keywords

Step 4. Click the “Calculate” button

Step 5. Update your keywords

You may edit, delete or add keywords, and your forecast will be recalculated. If a keyword in your forecast is highlighted in grey and is accompanied by an icon, this is a warning that your keyword may not be very effective. It's best to replace this keyword right away.

What kind of data is included in the budget forecast?

Yandex.Direct calculates the following indicators for each keyword:

  • Average CPC forecasts — the average bid necessary for your ads to appear in the selected display position. The bid varies for different keywords, as it depends on the specific ad's indicators as well as the level of competition with other advertisers.

  • Click price — the average actual cost of a click-through from the ad display for that keyword. Learn more about how click price is calculated...

  • The CTR forecast is the average clickability of ads displayed for the particular keyword. CTR is the ratio of the number of clicks on the ad to the number of its impressions. CTR denotes an ad's efficiency.

  • Impression and click forecasts — the expected number of impressions and clicks for that specific keyword in the selected period.

  • Budget forecast — your potential expenses for this keyword.

Ad placement in the search results

To move your ads to higher positions in the search results, you should set a higher bid. The forecast is calculated for the following display positions:

  • 1st line premium placement is the first position above the search results

  • 2nd line premium placement is the second position above the search results;

  • premium placement is the block above the search results;

  • The 1st position is the top position in the guaranteed impressions block (beneath the search results on the first page);

  • guaranteed impressions is the ads block located beneath the search results on the first page.

Learn more about display positions...

Why does the data on the campaign page differ from the forecast?

The budget forecast calculates the average indicators for all selected keywords in all regions, whereas the campaign page shows the indicators for a specific ad group and the most expensive region.

Why do my actual expenditures differ from the forecast?

The budget forecast relies on statistics of all ads displayed for those specific keywords during the last 28 days. However, the number of competing ads, their bids, and quality coefficients may change in the course of any new advertising campaigns.

Your ads' CTR depends on the appeal of your ad's heading and text, as well as on how well they match the user query. Different ads' CTR for the same keyword may vary significantly. The higher an ad’s CTR, the more clicks generated by it, and the lower the price for guaranteed placement and the 1st position.

Furthermore, the budget forecast does not consider the seasonality of demand for certain products (for example, summer tires).

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