The "Average Return on Investment" strategy allows you to maximize your conversion against the goal set in Yandex.Metrica and approach the average weekly ROI for your set goal.
This strategy will be suitable for advertisers who have defined their advertising goals and know their optimal earnings to expenses ratio on Direct.
This strategy is most effective for campaigns that get more than 200 clicks and more than 10 converted sessions a week.
Return on Investment (ROI) is the coefficient that describes how effective one's financial investments in Direct have been and allows you to evaluate how well they pay off. This coefficient represents the ratio of sales returns for advertised goods to funds spent on advertising those goods. It is calculated using the formula:
A business indicator can be any number that is convenient for evaluating the success of your business. This can be, for example, the price of goods or net income from sales.
So that Yandex.Direct can use business indicators in reports, the value and currency must be transferred via a Yandex.Metrica counter. Currency information is required even for non-monetary indicators: in this case transfer your currency calculations in Yandex.Direct.
A high return on investment value in Direct means that the ad is performing very effectively and the advertiser is seeing returns based on conversions.
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
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.
Whenever there is a goal conversion by a user on the target website, the agoal_id numerical identifier (ID) must be sent to the achieved target field. For more information, please refer to the E-Commerce section of Yandex.Metrica Help.
The desired average return on investment per week, in units.
Large or small deviations in the ROI coefficient may be observed over the course of a week.
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.
If the system manages to achieve better ROI than expected by the advertiser, the savings may be reinvested in advertising to get additional clicks. So, it is important to let the system know what percentage of savings can be used in this event.
You can limit the weekly budget when necessary. The minimum weekly budget is 300 rubles (equal to the sum of the minimum payment).
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.
If you would like the ROI optimized by earnings but do not know the size of your own costs per goods, you can specify the general percentage of cost of goods sold from your revenue. The system will make all necessary calculations itself and optimize ROI by earnings.
The setting can be used if you do not want to report your real revenue to Metrica. In this case, you can provide data adjusted by an allowance ratio and specify the value calculated by the formula below in the strategy settings as your cost: 100/adjustment coefficient.
ROI indicators are also based on measures of audience engagement and changes to the advertised site. This is why the average ROI can significantly deviate from the average value that you set if, during the campaign's progress, you update the site's design, edit campaign parameters (e.g. add unpopular keywords, change targeting, or recustomize goals) or you attract visitors through other methods that result in visits becoming noticeably more or less.
Please note that the fewer restrictions you set, the more effective your strategy will function. If the ROI ratio is too high, the budget is insufficient, or the maximum CPC limit is low, this may affect the performance of the strategy. In this case the system cannot raise the bids on effective keywords and you will get significantly fewer clicks.