Automatic bid adjustments
By placing ads you get a lot of ad impressions in Yandex search results, on the Yandex Advertising Network and ad exchanges. However, the quality of impressions can vary. Some sites will bring you more conversions than others. Automatic bid adjustments in Yandex.Direct help you save money when the performance of ad impressions is predicted to be lower than your average, and it can produce more targeted traffic with a high conversion probability. This helps Yandex.Direct clients receive on average 14% more conversions for the same budget.
- How Conversion Forecast works
- Setting up priority goals
- How to calculate conversion value
- Statistics on priority goals (PG)
How Conversion Forecast works
The Conversion Forecast tool uses machine learning technology to predict targeted user actions on any site 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 of impressions in the ad networks also accounts for the effectiveness of advertising sites. 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 forecast uses engaged sessions (the expected number of conversions on the advertised site is predicted by an algorithm). To influence how automatic bid adjustments work, indicate priority goals and values that you use for evaluating your site's performance. This will focus the system on your goals.
Automatic bid adjustment for priority campaign goals works for strategies with manual bid management and for automatic strategies without optimization for a specific goal. If the “Optimize conversions” or “Optimize ROI” strategy is selected, bids will be optimized for the goals specified in the strategy settings.
Setting up priority goals
If you want the system to adjust bids for your site's goals, set up the goals in Yandex.Metrica and specify them in your ad campaign settings.
- On the Campaign parameters page, go to Yandex.Metrica and enter the Yandex.Metrica tag with configured goals.
By default, engaged sessions are selected in Priority goals. The algorithm focuses on estimated conversions and the average conversion value on your site.
To specify Yandex.Metrica goals, click Change in Priority goals. You can select any goals (for example, for Turbo pages, multi-step goals, and Ecommerce goals). There is no restriction on the number of priority goals. If you can't access the necessary tags using the current username, you can request access to someone else's Yandex.Metrica goals and use them to configure your campaign.
Set the conversion value for each goal, i.e., the optimal profit to the business from the conversion. The higher the conversion value, the more important that goal is in the campaign.
How to calculate conversion value
If the goals are independent of each other, you can specify the nominal value indicating how much the business earns on each conversion. For example, a “Requested call back” conversion produces 50 rubles, “Viewed item” produces 10 rubles, and “Checked out” produces 180 rubles.
If you can't calculate the nominal value, specify the conversion value for the campaign's main goal and set the value of other goals depending on their priority relative to the main goal.
Value calculations can account for how goals impact each other if completing each subsequent goal requires meeting the criteria for completing the previous one.
For example, a travel agency placing ads in ad networks has set up the following goals in Yandex.Metrica: “Trip catalog viewed”, “Trip added to cart”, and “Customer purchased trip”.
Completion of the goal “Customer purchased trip” brings a business 10,000 rubles This is the conversion value to the business. One in ten customers who adds a trip to cart then purchases it. The value of the conversion “Trip added to cart” = 10,000/10 = 1,000 (rubles). Every twentieth customer who views the catalog then adds a trip to the cart. The value of the conversion “Trip catalog viewed” = 1000/20 = 50 (rubles).
As each subsequent goal needs to meet the criteria specified for the previous goal, you need to calculate the ratio of each goal:
When you set up the priority goals, set up the following conversion values:
- “Trip catalog viewed” — 16.67 (50 × 0.33) RUB
- “Trip added to cart” — 333.33 (1000 × 0.33) RUB
- “Customer bought the trip” — 3333.33 (10,000 × 0.33) RUB
Statistics on priority goals (PG)
You can use the Report Wizard to analyze indicators related to converting clicks into real orders. In the Goal data field, specify the goal you want to get conversion data for. By default, data is output for all goals. Compare data: Conversion (%), Goal cost, Conversions.
The Profit column is also shown in the report. The data in this column is calculated as the total revenue for the selected goals minus the cost per click.
Profit depends on the specified conversion value for the priority goals:
Learn more about evaluating campaign performance