Automatic bid adjustments
Placing ads lets you generate a high volume of impressions across Yandex Search, the Yandex Advertising Network, and external networks. However, the quality of impressions can vary. Some sites will bring you more conversions than others. Yandex Direct's automatic bid adjustments protect your budget from impressions where the predicted value is below your average, while driving qualified traffic when the likelihood of conversion is high. This helps Yandex Direct clients achieve an average 14-percent increase in conversions for the same budget.
How Budget Forecast works
The Conversion Forecast tool uses machine learning technology to predict targeted user actions on any website that has Yandex Metrica enabled. The forecast is based on data about page views, page depth and viewing time.
Conversion Forecast can also influence the conversion rate by raising or lowering the bid for impressions that are expected to lead to conversions. The forecast is always individual and is based on data about your campaign and the necessary conversion actions on the site. The forecast also factors in site performance when your ads appear in ad networks. For example, if a certain site converts users on average less than other sites and produces a lot of bounces, the bid is automatically lowered to save your money.
By default, the conversion forecast uses engaged sessions, where the algorithm calculates the probability of conversion actions on the promoted site. To affect automatic bid adjustments, specify conversions and values that you use for evaluating your site's performance. This will focus the system on your goals.
Automatic bid adjustment for campaign's conversions works for strategies with manual bid management and for automatic strategies that aren't optimized for any specific goal.
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