Maximum conversions with a ROI limit

Attention. Starting June 2, 2021, the strategy is available only to customers with active campaigns that run this strategy. In your new campaigns, we recommend using the Maximum conversions strategy with a cost-revenue ratio limit instead.

The “Maximum conversions” strategy with an ROI limit lets you get the maximum number of conversions for the selected goal while maintaining the specified return on investment (ROI).

This strategy is most effective for campaigns that get more than 200 clicks and at least 10 converted sessions a week.

  1. How ROI is calculated
  2. Prerequisites for using the strategy
  3. Strategy settings

How ROI is calculated

Return on investment (ROI) allows you to evaluate the return on your advertising investment. ROI is the ratio of return on advertising to money spent on advertising:

As a business metric, you can use:
  • Revenue from product sales
  • Profit: revenue minus cost
  • Any other indicator characterizing return on advertising

For example, over a month you spent 5,000 rubles on advertising a product, while the total cost of the product sold (excluding advertising expenses) is 13,000 rubles and the sales revenue is 20,000 rubles. According to the formula above, the ROI calculated from revenue is:

While ROI calculated from profit is:

A high ROI in Yandex Direct means that ads are performing very effectively and the profit from conversions pays off against the advertising expenses.

Prerequisites for using the strategy

  1. A Yandex Metrica tag is installed on the advertised website. Yandex recommends that you embed the tracking tag's code snippet on every page of your site.
  2. Goals are configured for your tag.
  3. The tag ID is specified in the campaign parameters in Yandex Direct. More information about Yandex Metrica.
  4. You have configured passing the business metric to Yandex Direct, i.e., the amount and currency of the goal value. There are several ways to pass it:

    • Add Conversions to the campaign settings and set a value for them. For optimization purposes, you can choose not just the goals that bring you direct income, but also any other goals, such as registering on your website or agreeing to participate in the promo.

    • Specify the goal revenue in the Yandex Metrica interface. You don't need programming skills or precise financial indicators. Enter your average order value or estimated revenue per request or submitted form.
    • Use the method reachGoal with the goal ID and preset value.
    • Enable ecommerce and pass the product price or order amount. For the “eCommerce: Purchase” goal, the goal ID is automatically transmitted by Yandex Metrica. For any other goal, the ID must be passed in the goal_id field.
      Example of passing the product price and goal ID
      dataLayer.push({
    "ecommerce": {
        "purchase": {
            "actionField": {
                "id" : "TRX987",
                "goal_id": "123456"
            },
            "products": [
                {
                    "id": "25341",
                    "name": "Men's hoodie Yandex style",
                    "price": 1345.26,
                    "brand": "Yandex",
                    "category": "Clothing/Men's clothing/Hoodies and sweatshirts",
                    "variant": "Orange color"
                },
                {
                    "id": "25314",
                    "name": "Women's hoodie Yandex style",
                    "price": 1543.62,
                    "brand": "Yandex",
                    "category": "Clothing/Women's clothing/Hoodies and sweatshirts",
                    "variant": "White color",
                    "quantity": 3
                }
            ]
        }
    }
});

    If you use a non-monetary business indicator, pass the payment currency you have set in Yandex Direct.

Strategy settings

Return on investment

The desired average return on investment per week, in units.

The system will adjust bids so that the ROI for the selected goal is close to the specified value.

As the strategy is run, the metric can deviate (either up or down) over the course of a week, but by the end of each week it will get closer to the set value. The specified value is also affected by the selected adjustments.

Goal

This strategy aims to increase the percentage of clicks on ads that most often reach the goal. You can use one of the Yandex Metrica goals or enable optimization by priority goals (if they are configured in your campaign settings). If only engaged sessions are used as priority goals, optimization for priority goals is not available.

A Yandex Metrica goal doesn't appear in the strategy settings immediately after being added. The list of available goals is updated once a day.

What does the color of the goal mean?

It shows the total number of converted sessions for the selected goal from all sources of traffic, including ad traffic and non-ad traffic.

Green

The goal has enough conversions for all traffic sources. We recommend using this goal.

Gray

The goal has few conversions for all traffic sources. There are risks that there'd also be few conversions for the goal during campaigns, making the campaigns ineffective. Choose this goal if you are sure you have enough conversions to run the strategy.

Reinvest in advertising

If the strategy shows better ROI than you set, you can reinvest some of the saved money back into your weekly budget to buy more clicks. Specify the percentage of the saved budget to be reinvested.

Weekly budget

The minimum weekly budget is 300 rubles (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 identify how advertising contributes to business growth. The bidding system uses Yandex Metrica statistics for the selected attribution model and focuses on achieving the 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 Automatic attribution model is set by default. You can change it as needed.

More about attribution models.

Cost of goods or services

The percentage of the product cost in its sales revenue. This setting is useful to optimize the net profit margin. In general, the profit is calculated using the formula:

If you do not know the cost of each product, you can pass the sales revenue as a business metric, and use this setting to specify the average cost percentage in the revenue. The system will make all necessary calculations itself and optimize ROI based on profit.

You can also use this setting if you don't want to send information about your real revenue to Yandex Metrica. In this case, you can provide adjusted data and use the following formula to get the cost to enter in the strategy settings: 100/adjustment factor.

Have questions?

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