Ad networks settings
The term ad network refers to webpages that participate in the Yandex Advertising Network or in ad exchanges, where ads are displayed according to the content of the site or the interests of the user.
To ensure that your ad-network ads are as effective as possible, we recommend creating a separate ad campaign. Setting up a separate campaign is not difficult and can help you control your ad budget and noticeably increase your return from network ads.
If you chose impressions "On all sites" or "Only in ad networks" in the strategy settings, then the Settings in ad networks section will appear in your ad campaign settings. The optimal settings are enabled by default, but can be altered if necessary.
Determining level of expenditure
The level of expenditure is the percent of your total campaign spending that was spent on network ads over the last seven days. If the value is 100%, it means that your total campaign budget for the week may be used to advertise in ad networks. Within seven days, your expense distribution will adjust to the value you set.
The system will not distribute your expenses in the exact ratio you set, but it will attempt to get as close as possible. For example, the actual percent may be higher if your keywords are too general and you have a small advertising budget. In that case, your budget may run out before you get enough click-throughs from search results. Usually within seven days, your actual costs will not exceed the expenditure limit you set by more than 30%. For instance, if your weekly campaign budget is 100,000 rubles, and 70% of your budget has been allocated to pay for content site clicks, then in most cases your actual expense will not exceed 91,000 rubles per week.
Setting the maximum CPC
The maximum CPC for ad network clicks is a value equal to a percentage of your maximum search CPC. Please note that there will only be a CPC limit for search if you are using a manual strategy or limited your CPC while using one of the automatic strategies (“Average CPA”, “Average return on investment”, “Weekly budget”, “Weekly click package”).
Keeping your ad network CPC lower than your average CPC on search
You can only limit your CPC for ad networks if you have selected a strategy with manual bid management.
Each group of ads in your campaign will have a separate CPC limit. Please note that the limit applies to the average weekly CPC (not the cost of each individual click). If the related search CPC for an ad group is unknown (because search impressions are disabled, or there have not been any clicks yet), then the maximum CPC for ad networks will be whatever value fulfills the rest of the impression criteria for those network sites.
The cost per click for ads displayed in the ad networks varies depending on the site where the ad is shown. You enter your maximum cost per click and then it is multiplied by the site's quality coefficient. This quality coefficient is based on statistics of user behavior on the advertiser's site. Two parameters are analyzed for each site using Yandex.Metrica: the "depth" of the user's session, and the conversion rate (i.e. the percent of users who achieved the goals set by the advertiser.) The initial coefficient value for every website is 0.7 (70% of the maximum CPC). During the data collection period, the coefficient can waver within the range of 0.5 to 1.0.
Keep in mind when you set your bid for ad networks impressions that the probability of your ad being displayed increases in proportion with your CPC. Target audience coverage depends entirely on the budget percentage you decide to allocate to ad networks. Therefore, if you limit impressions in the ad networks, you will lose some of your target audience.
You can use Yandex.Metrica to determine how well your ad campaign is performing, figure out what the cost of each user is, and analyze session depth for users that clicked through from ad networks.