Ad network 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 site content or user interests.
To get the most out of your ad network placements, we recommend you create 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 on network ads.
If you choose impressions "On all sites" or "Only in ad networks" in your strategy settings, then you'll have access to the Settings in ad networks section in your ad campaign settings. The optimal settings are set by default, but can be altered if necessary.
Determine 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.
Enter a maximum bid
The maximum bid for a click from a network is represented as a percent of the bid for search. Please note that there will only be a limit on search bids if you are using a manual strategy or limited your bid while using one of the automatic strategies (“Average CPA”, “Average return on investment”, “Weekly budget”, or “Weekly click package”).
Keep your bid below the average on search
You can only limit your bids if you select a strategy with manual bid management.
The bid will hold for each individual group of ads in your campaign. You can't limit the bid for one click, but you can set an average bid for the week. If the bid on search for an ad group is unknown (because search impressions are disabled, or there have not been any clicks yet), then the maximum bid for ad networks will be whatever value fulfills the rest of the impression settings on those sites.
The cost per click for ads displayed in the ad networks varies depending on the site where the ad is shown. The maximum bid that you enter is multiplied by the website quality coefficient. The quality coefficient is calculated using statistical information about user behavior beginning after they click-through from the website to 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). While data is being collected, the coefficient can waver within the range of 0.5 to 1.0.
When you manually set your bid for ad networks impressions, keep in mind that the probability of your ad being served on a site increases in proportion with your bid. 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 effective your ad campaign is, how much each targeted user cost, and what the quality of your traffic is.