Automatic adjustment of bids in ad networks

Ad serving in YAN and ad exchanges provides a large number of impressions on a variety of content sites. 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 5% more conversions for the same budget.

  1. How it works
  2. Setting up priority goals
  3. How to calculate conversion value
  4. Statistics on priority goals (PG)

How it works

The Budget Forecast tool was developed using machine learning technology to predict desirable actions of users on any site that has Yandex.Metrica. The forecast is based on data about page views, page depth and viewing time.

Budget Forecast can affect the probability of conversion by increasing or decreasing the bid for impressions in ad networks that may lead to conversions. The forecast is always individual and is based on information about your campaign and the performance of your ad platforms. 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 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 “Average cost per action” or “Average return on investment” strategy is selected, bids will be optimized for the goals specified in the strategy settings.

Setting up priority goals

In order for the system to adjust bids in ad networks for your site's goals, set goals in Yandex.Metrica and specify them in the ad campaign settings.

  1. On the Campaign parameters page, go to Yandex.Metrica and enter the Yandex.Metrica tag with configured goals.
  2. 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 choose any goals, including goals 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.

  3. Set the conversion value for each goal — 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 how much the business earns on each conversion — the nominal value. 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, you can specify the conversion value for the main goal of the campaign, and the value of other goals can be set 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 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”, “Customer purchased trip”.

Completion of the “Customer purchased trip” goal brings 10,000 rubles to the business. This is the conversion value to the business. Every tenth customer who adds a trip to the cart then purchases the trip. 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).

Since each subsequent goal requires completion of the previous one, you can adjust the conversion values and specify them when setting up your priority goals:

  • “Trip catalog viewed” — 50 RUB.
  • “Trip added to cart” — 950 RUB = (1000 RUB – 50 RUB), since adding a trip to the cart already includes the value of viewing the catalog.
  • “Customer purchased trip” — 9,000 rubles = (10,000 rubles – 950 rubles – 50 rubles).

Statistics on priority goals (PG)

You can use 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. It is calculated as the total revenue for the selected goals minus the cost of clicks.

Revenue for goals depends on their conversion values:

Learn more about evaluating campaign performance