Decrease price for repeat impressions
This strategy lowers the cost of each repeat impression displayed to a given user, letting you get the maximum possible number of impressions over a specific time period. When you show your ads to people who have already seen it, you have a lower chance of winning the auction. Therefore, your ads will more likely be served to new users. The frequency of impressions per user in the campaign settings is also taken into account. Furthermore, the average cost per thousand impressions (CPM) will be kept to a minimum and not exceed the CPM set by the advertiser. This strategy is good for advertisers who want to reach the largest possible audience.
This strategy is most effective for campaigns with more than 10,000 impressions per period. If a campaign uses low-frequency keywords or narrow user profiles and the number of impressions for a period is less than 10,000, the average CPM may be up to 2 times greater than the value set by the advertiser.
- Budget distribution period
- Enter a budget distribution period — either a time period or calendar week.
Enter start and end dates for the period. These dates should fall within the date range for the ad campaign itself. The maximum period is 90 days. The minimum period is one day (without including the day when the campaign is set up). The budget will be expended evenly over the period you enter. If you must set several time periods using different criteria, create separate ad campaigns for each one.
You can automatically extend the period in order to use your remaining budget effectively and reach a large audience. Your period will extend through your campaign's end date or until your budget runs out. With this strategy, the system will aim to distribute your remaining budget every day while factoring in your impression criteria and settings. All the while, the system will not exceed the budget and average CPM limits you set for the strategy. If the Autocontinue setting is disabled, then your ads will stop being served when the period ends.
The system will spend a fixed amount each week until either your strategy budget runs out or you reach the end date for your campaign.
The system orients itself based on the calendar week. However, this doesn't mean that you can only enable the strategy on Monday; average spending will be correctly calculated for the remaining days until the end of the week.
The budget is allocated based on time targeting: the “coefficient” for a given day is equal to the number of hours your ads are served on that day. For example, if your ads don't display on weekends, the “coefficient” for weekend days will equal zero, and your expenses will be distributed among the weekdays.
- Strategy budget
Enter your ad budget. When planning your budget, keep in mind that the minimum daily budget is 300 RUB (see other currencies). Also note that switching between strategies, stopping your campaign, or changing your time targeting can all influence how your budget is spent.
- Limit the average CPM
You can limit your average CPM. The minimum value is 5 rubles (see other currencies). Check the color on the price scale: a price in the green area is more likely to help you meet the goals of the strategy than a price in the yellow or red area would. Follow this recommendation: the calculated value will allow you to make the best use of the specified budget over the specified period with the applied targeting criteria.
The system will automatically set your CPM so that you get the most impressions at the lowest possible price. The average cost may fluctuate up or down over the course of the day. However, the average CPM over the entire period of the strategy will not exceed the limit you set.
Change the strategy settings
You can't change the strategy settings (other than to autocontinue the campaign period); you must configure new settings. Just click Create again when you edit the strategy. Keep in mind that the new period shouldn't start before the date when you configured the settings. Impressions will be paused until the date you entered for the start of the new period.
When the new budget-distribution period starts, the strategy will re-launch. The system always recalculates indicators after a strategy relaunches. That way it can create a new forecast and set optimal bids. However, all the statistics that were collected during the campaign are saved and continue to be used.