Optimize conversions
Use this strategy to maximize converted sessions on your website or Turbo site while maintaining your average CPA, weekly budget, or both at the same time. You can also enable paying per conversion. This strategy works well for advertisers who have a specific goal for attracting users to their website.
How it works
This strategy tries to increase the share of clicks on ads and keywords that most often result in conversions on the website. Bids are automatically selected in order to achieve the best result while remaining within the set conditions.
Prerequisite for using the strategy
To enable a strategy, make sure that a Yandex.Metrica tag or Turbo site tag is added to your campaign. For Yandex.Metrica, make sure that:
The code snippet for the tag is installed on the advertised site. Yandex recommends that you embed the code snippet on every page of your site.
Goals are configured for your tag. Only simple (not multi-step) goals are appropriate for the strategy.
You must specify the tag number or enable link tagging for Yandex.Metrica in the campaign settings. Learn more
Strategy settings
- Pay per conversion
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Enable this option so that you only pay for converted sessions. The strategy will bring you conversions at the CPA specified on strategy setup.
Note. For smart banner campaigns, you can enable pay-per-conversion only if your CPA is set for the entire campaign rather than individual filters. - Optimize for goal
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A goal is an action you expect from a user who was exposed to your ad. You can choose to receive sessions for all basic (not multi-step) goals, or just for one. The list of available Yandex.Metrica goals is updated once a day, so the new goal may not appear immediately in the strategy parameters.
If you want to specify a Turbo site as a landing page in your campaign's ad settings, select one of the recommended goals for a preset tag that belongs to your Turbo site.
- Submitting a request via the form.
- Clicking a feedback button: Phone/Email/WhatsApp/Vkontakte/Instagram.
- Header: Clicking a social media button (Vkontakte/Instagram).
- Header: Clicking a contact button (Phone/Address/Email).
- Adding an item to the cart.
List of recommended Turbo site goals - Conversion cost
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It's available only when Pay per conversion is enabled.
Specify your CPA. CPA must not exceed 5000 rubles. Learn more about calculating the optimal conversion cost.
- Average cost per action
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It's unavailable when Pay per conversion is enabled.
Average CPA over the week: the ratio of weekly expenditures to the number of conversions.
It is more common to see fluctuations in the average CPA (either up or down) if you're looking at a time span of less than a week. During the first week after activation, the strategy is being trained, and the average CPC may differ from the set price.
The minimum value for average CPA is 0.9 rubles (see other currencies).
Learn more about calculating the optimal conversion cost.
- Attribution model
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An attribution model is a rule that determines which click is assigned as the source of a session on your site. The model helps you more accurately evaluate your return on advertising investment. The bidding system uses Yandex.Metrica statistics for the selected attribution model and focuses on achieving your desired result.
You should select a model based on your business type, the method you use for attracting traffic, and what information you need to obtain from it. The default attribution model is Last click from Yandex.Direct. You can change it as needed.
- Maximum CPC
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It's unavailable when Pay per conversion is enabled.
You can limit the CPC if necessary. If the maximum CPC is not set, by default it will not exceed 10% of the weekly budget.
It is not recommended to limit your CPC. A weekly budget should be specified if you need to control the expenditure of your funds independently.
- Weekly budget
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The minimum weekly budget is 300 RUB (see other currencies). If Pay per conversion is enabled, the weekly budget should not be less than 20 × CPA.
The actual expenditure of a campaign using this strategy may vary by several percent from the specified budget. Accuracy may be affected when you switch between strategies, make changes to the budget, suspend a campaign, refine your time targeting or change the campaign start date.
Budget distribution depends on your time targeting settings. For example, if you limit ad impressions to two days a week, your budget will only be distributed over those two days.
If the budget cannot be spent, you will see an alert in the interface and get a notification sent to your inbox. This usually means that the keywords selected have a low CTR, a low budget or a low maximum bid.
- Optimize for goal
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A goal is an action you expect from a user who was exposed to your ad. You can use one of your Yandex.Metrica goals.
The list of available Yandex.Metrica goals is updated once a day, so the new goal may not appear immediately in the strategy parameters.
- Weekly budget
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The minimum weekly budget is 300 RUB (see other currencies).
The actual expenditure of a campaign using this strategy may vary by several percent from the specified budget. Accuracy may be affected when you switch between strategies, make changes to the budget, suspend a campaign, refine your time targeting or change the campaign start date.
Budget distribution depends on your time targeting settings. For example, if you limit ad impressions to two days a week, your budget will only be distributed over those two days.
If the budget cannot be spent, you will see an alert in the interface and get a notification sent to your inbox. This usually means that the keywords selected have a low CTR, a low budget or a low maximum bid.
- Attribution model
-
An attribution model is a rule that determines which click is assigned as the source of a session on your site. The model helps you more accurately evaluate your return on advertising investment. The bidding system uses Yandex.Metrica statistics for the selected attribution model and focuses on achieving your desired result.
You should select a model based on your business type, the method you use for attracting traffic, and what information you need to obtain from it. The default attribution model is Last click from Yandex.Direct. You can change it as needed.
- Maximum CPC
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You can limit the CPC if necessary. If the maximum CPC is not set, by default it will not exceed 10% of the weekly budget.
It is not recommended to limit your CPC. A weekly budget should be specified if you need to control the expenditure of your funds independently.
How to calculate the optimal conversion cost
The optimal conversion cost is the value that provides the maximum total profit.
Earnings per customer can be calculated using the formula
To estimate the total profit, multiply this difference by the number of conversions:
The conversion value is the optimal profit to the business from the conversion. For example, if 100 requests brings you 50,000 rubles, the conversion value for the goal “Submitted an online request” would be 500 rubles.
The selected conversion cost affects both earnings per customer and the number of converted sessions. When the conversion cost is low, earnings per customer may be high while the number of converted sessions may be low. On the contrary, if the conversion cost is high, it may reduce earnings per customer but lead to a larger number of conversions. Find a value for the conversion cost that would maximize your total profit.
The dependence of the number of converted sessions on the conversion cost is nonlinear. Starting from a certain threshold value, a further increase in the conversion cost does not essentially increase the number of converted sessions:
Use Report Wizard to find out the current conversion cost by selecting Conversion rate (%), Goal cost, and Conversions. You can calculate the optimal conversion cost through an experiment. Specify different conversion cost values in experimental campaign settings. The experiment must run long enough to accumulate sufficient statistics for proper result analysis (at least a week). Use the statistics to estimate how the change in the conversion cost affected your profit.
When comparing the statistics, consider the statistical error, i.e., possible deviation of the data obtained from the true value. The table shows the relative error depending on the number of conversions.
| Conversions | Deviation from true value | |
|---|---|---|
| Conversion rate (%) | Conversion cost | |
| 25 | ± 20% | ± 40% |
| 100 | ± 10% | ± 20% |
| 400 | ± 5% | ± 10% |
| 2500 | ± 2% | ± 4% |
| 10,000 | ± 1% | ± 2% |
| Conversions | Deviation from true value | |
|---|---|---|
| Conversion rate (%) | Conversion cost | |
| 25 | ± 20% | ± 40% |
| 100 | ± 10% | ± 20% |
| 400 | ± 5% | ± 10% |
| 2500 | ± 2% | ± 4% |
| 10,000 | ± 1% | ± 2% |
Learn more about how to create a report and make decisions based on statistics
