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.
The purpose of the strategy is to increase the percentage of clicks on ads and keywords that most often result in conversions on the website. Bids are automatically selected so as to bring your average CPA in line with the value you set. However, you might see deviations in the average cost per action (either up or down) over the course of a week.
Prerequisite for using the strategy
In order to enable the strategy, you must have a Yandex.Metrica tag linked to the campaign.
The code snippet for the tag must be installed on the advertised site. Yandex recommends that you embed the code snippet on every page of your site.
Goals should be 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
- 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 basic (not multi-step) 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.
It is not recommended to limit your maximum CPC. A weekly budget should be specified if you need to control the expenditure of your funds independently.