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 get the most out of ad placement in the ad networks, we recommend you create a separate ad campaign. Taking some time to set this up can help you effectively control your ad budget, as well as noticeably increase your return in the ad networks.
If you chose impressions "On all sites" or "Only in ad networks" in the strategy settings, then the option Settings in ad networks will be available for you in the 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 specified as a percentage of the total campaign expenditure. 100% means that the total campaign budget may be used in the ad networks.
You don't set the exact level of expenditure, but the value that the system will aim to achieve. For example, actual costs can be higher if you are using too loose keywords on a small advertising budget: your budget may end before you'll receive a satisfying amount of traffic from the search results. Typically, within seven days, the actual costs will not exceed the set level of expenditure by more than 10%. For instance, if the weekly campaign budget is 100,000 rubles, and 70% of the total expenditure has been allocated to pay for content site clicks, then in most cases the actual costs will not exceed 77,000 rubles a week.
Setting the maximum CPC
The maximum CPC for ad network clicks is set as a percentage of the 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 under the automated strategy (“Weekly budget: Maximum conversion”, “Average CPA”, “Average return on investment”, “Weekly click package”).
Maintaining network CPC lower than search CPC
Limiting CPC is possible only if you have selected a strategy with manual bid management.
This limit is active for each group of ads in your campaign separately. The average weekly CPC is limited, but not the cost per one click. If the search CPC is not known for an ad group (search impressions are disabled, or there have not been any clicks), then the value that satisfies the impression settings on these sites is used to limit ad networks clicks.
Disregarding user preferences
Please be aware that behavioral targeting is one of the main elements governing ad impressions in the ad networks. Therefore, disabling it may negatively impact your target audience reach.
The cost per click for ads displayed in the ad networks varies depending on the site where the ad is shown. The maximum cost per click that you enter is multiplied by the site's 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 visit to the advertised site, and the conversion rate (i.e. the percent of visitors who achieved the goals set by the advertiser.) The initial coefficient value for every website is 0.7 (70% of the maximum price). While data is being collected, the coefficient can waver within the range of 0.5 to 1.0.
Please remember when you set your bid for ad networks impressions, that the probability of your ad being displayed on such sites increases with your CPC. Target audience coverage depends entirely on the budget percentage you decide to allocate to ad networks. Therefore, by limiting impressions in the ad networks, you lose some of your target audience.
You can use Yandex.Metrica to determine how effective your ad campaign is, the cost of each visitor, and analyze the depth of sessions for visitors directed from ad networks.