Average cost per action
The average cost per action for the week shows the ratio of the weekly budget expenditure to the weekly number of converted sessions. This strategy enables you to get the maximum converted sessions to your website and bring your average CPA for the week in line with the value you've set.
The “average cost per action” strategy is suitable for advertisers who have already determined what their goals are (as far as attracting users to their website is concerned) and know how much they are prepared to pay to meet these goals.
This strategy is most effective for campaigns that get more than 200 clicks and more than 10 converted sessions a week.
The system attempts to increase clicks for ads and keywords that more often result in the goals on the website. Bids are automatically selected so as to bring your average CPA in line with the value you set. However, deviations in the average conversion price (in both directions) may be observed during the course of a week.
The “average cost per action” strategy can be enabled if the following conditions are met:
- A Metrica counter is linked to a campaign
The counter code must be installed on all pages of the advertised website.
The counter must have goals configured for it. Only simple (not multi-step) goals are appropriate for the strategy.
You have specified the number of this counter or enabled link tagging for Metrica in the campaign settings. Details
- Enough campaign statistics have been accumulated
The advertising campaign has had at least one converted session (or targeted visit) since it began, with a visitor redirected from an ad applying the selected goal (or one of the goals).
The threshold for the number of converted sessions and clicks over the past 28 days should have been met in the campaign:
Converted sessions for 28 days + 0.01 × clicks for 28 days ≥ 40
If the campaign has been running for less than 28 days, the number of actual converted sessions and the forecasted number of clicks is used for the calculation.
If you chose impressions "Only in ad networks" in the strategy settings, then only converted sessions and clicks from ad networks (YAN and ad exchanges) are taken into account.
- Average cost per action
It's recommended that you carefully analyze how your campaign is working and set appropriate values for the average CPA. An unrealistic value will prevent the system from raising the bids for effective keywords and you will get significantly fewer clicks.
The minimum value for average cost per action is 0.9 rubles (for other currencies).
You can choose to receive sessions for all non-compound goals or just for one.
A Yandex.Metrica goal won't appear in strategy parameters immediately after being added. The list of available goals is updated once per day.
- Weekly budget
You can limit the weekly budget when necessary. The minimum weekly budget is 300 RUB (values for other currencies).
- Maximum CPC
You can limit the maximum CPC when necessary. If the maximum CPC is not set, by default it will not exceed 10% of the weekly budget or 450 rubles (the limit for other currencies will be recalculated at the current exchange rate of that currency against the ruble).
It is not recommended limiting your maximum CPC. A weekly budget should be specified if you need to control the expenditure of your funds independently.