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Step 3. Set your Cost Per Click

If while creating your ad campaign you selected a strategy that involves manual bid management, you are free to manage your CPC on your own.

You may assign the cost per click (bid) for each keyword separately or for all your keywords at once.

The place and frequency of your ad displays depend on the CPC.

Prices for display positions on the first page of search results

The bidding interface shows position prices and click prices debited for each position. You may use these prices as a guideline when assigning bids.

  • Paying for the 1st position Premium Placement will guarantee impressions of your ads in the first line above the search results.

  • Paying for the 2nd position Premium Placement will guarantee impressions of your ads in the first line above the search results. The price of 2nd premium placement of mobile app ads is not displayed.

  • Paying for the Premium Placement will guarantee impressions of your ads above the search results.

  • Paying for the 1st position price will ensure your ad the first position under the search results on the first page.

  • Paying for Guaranteed Placement will guarantee you ad impressions below the search results on the first page.

More on display positions...

A bid that equals (or exceeds) the price of a given impression position on Yandex's search results pages guarantees that your ad will display in said position when a user enters a query that matches your keyword exactly.

If the impression position name is highlighted in grey, this position is not available for your ad regardless of the selected bid. The unavailability of a position may be associated with your display strategy, as well as the strategies and bids of your competitiors.

If your ad is selected for display for one of the positions, then in most cases you will pay for each click the specified click price for this position. The click price changes dynamically. The cost of a click for an ad can differ from the specified price, but it will never exceed the maximum CPC set by you.

For more details on the Yandex.Direct auction, please refer to…

Attention! 
  • Position prices and click prices depend on the competition between advertisers for a given keyword. Factors such as the existence of competing ads, their bids, the CTR forecast, and quality coefficients all impact position price.

  • For Text & Image ads, the position prices and click prices are calculated according to search queries that match the keyword (without stop words). For example, if you set a First Position bid for the query buy matches, then for the query buy fireplace matches, the ad may not be included in Guaranteed Placement.

  • For ads for mobile apps, position prices and click prices are calculated according to all search queries including the keyword (without stop words). For example, when calculating prices for the phrase buy matches the comptetition between the phrases buy matches, buy fireplace matches, buy waterproof matches, etc. is taken into account.

  • Position prices and click prices are calculated for all active ads of a group. If there are no active ads in a group, then the prices are calculated for all ads in the group.

  • Position prices change dynamically, and if the price goes up, an ad may be moved to a lower position.

What bid can I set?

You can change your default bid and set a price you are willing to pay.

  • The minimum price is RUR 0.3 (values in other currencies).

  • The maximum price is RUR 2,500.00 (values in other currencies).

  • The bid increment is RUR 0.10 ( values in other currencies). This means that you if you set a bid at 2 rubles and 8 kopeks per click, a bid of 2 rubles will actually be used in the increments.

  • In case the bid value exceeds RUR 300.00 or the equivalent of this amount in your local currency, the bid field will be highlighted in pale red: the system draws your attention to the excessively high price you have offered.

  • In case the value is incorrect, the field is highlighted in red. This bid will not be saved until you correct the error.

What is the “Cost per click at Yandex Search ”?

The bid set by you allows you to display ads at a certain position. Every time an ad is displayed, your price is automatically decreased to the value set for the price to be debited for this position. This protects you from overpaying.

The Cost per click at Yandex Search field shows the price that may currently be debited whenever your ad is clicked on a page showing search results for a query that matches the keyword. In practice, this price will change dynamically (depending on the specific user query and on whether there are competitors for this query considering the geographic region and the display time). However, this price will never be higher than the one you set. The Yandex Search price is displayed only for the text & image ads.

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