Manual bid management

The “Manual bid management with optimization” strategy allows you to manually set bids for specific impression criteria. You will get the maximum number of impressions and clicks within the limits you have set for the bid, display region, and so on. Competition with other advertisers will also be factored in.

With the conversion forecast tool, your bids can automatically decrease for clicks with a low probability of conversion, or increase for clicks with a high probability of conversion. This will allow you to get more targeted traffic. To make your ads more profitable for your business, specify priority goals for your advertising campaign and their conversion values. These values will be used by bid adjustment algorithms to target your specific needs.

  1. Placements and bid management
  2. Strategy settings
  3. How to choose the optimal bid
  4. How to set a bid
  5. How to monitor traffic volume changes

Placements and bid management

Under Ad placement location, select where your ads are going to be displayed. Depending on your choice, you can set bids and other restrictions.

You set separate bids for search results and ad networks. For batch bid assignment, use the Bid Wizard.

Tip. We recommend creating a separate ad campaign for your placements in ad networks.

Strategy settings

Average daily budget

Average daily campaign spending per calendar week.

The budget is reallocated over the course of the week: your remaining balance from less active days will be spent during more active days. Daily spending may be higher or lower than the limit you set. The system can not spend more than 30% over your average daily budget amount. Your average daily spending over a week will not exceed the limit you set.

The budget will be distributed across the entire day or time period you entered in the time targeting settings. If the budget you set is not sufficient to serve your ads throughout the whole day, your ads will participate less frequently in the auction. If the specified budget is enough to serve ads all day, you will receive all available traffic.

If you use head keywords with a small daily budget or set high bids for keywords, Yandex.Direct does not guarantee that the system will distribute impressions evenly throughout the day. Your available budget may run out completely at the beginning of the impression period, with no funds left for the rest of the day.

You can't change your average daily budget more than three times per day. The new limit will apply starting from the next day. In this case, the average spending from Monday through the day of the change can't exceed the previously set limit by more than 30%. For the remaining days of the week, the average expenditure will target the new amount of the average daily budget.

The daily budget runs based on Moscow time (UTC+3), regardless of the time zone chosen for your campaign.

The minimum average daily budget is 300 RUB (see other currencies).

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 default attribution model is Last click from Yandex.Direct. You can change it as needed.

More about attribution models.

Priority goals

Specify your priority goals to focus the system on your tasks. By default, engaged sessions are selected. Select any goals set up for the Yandex.Metrica tag and set the conversion value for each goal. The higher the conversion value, the more important that goal is in the campaign.

If you can't access the necessary tags using the current username, you can request access to someone else's Yandex Metrica goals and use them to configure your campaign.

There is no restriction on the number of priority goals.

You can change strategies at any time in your campaign settings.

How to choose the optimal bid

If you have already placed ads, use statistics to calculate the bid that makes the most business sense. You can use the Report Wizard to analyze your revenue by keyword. Select the goal you want to calculate revenue for. Add the cross section Impression criteria — it displays the keyword text. Select the columns Clicks, Conversions, Average bid per click, and Revenue. Revenue in the report is calculated based on the conversion value set in the campaign settings or based on e-commerce data.

You can also use your own estimation of revenue. For example, you can analyze the revenue generated by conversions. If each request submitted on your site brings in 50 euros on average, then your revenue would be 50 × Conversions.

You can determine the most effective bid using the report data or calculate it yourself.

The optimal bid in search is

.

As follows from the VCG auction rules, the difference between conversion revenue and advertising expenses is at the maximum at this bid rate.

The Yandex Advertising Network and external networks have a GSP auction, and the optimal bid is

, where

  • is a coefficient from 0 to 1 depending on the type of business. The median value of α is 0.8.

Learn more about how to create a report and make decisions based on statistics.

How to set a bid

The bid for search impressions determines the traffic volume. The higher the traffic volume, the more clicks you can get. Premium placement results in the most clicks.

When ads are served in ad networks (YAN and ad exchanges), your bid determines the audience reach. The higher your bid, the more people will see your ads in the ad networks.

On the Campaigns page, select the necessary campaigns and go to the Keywords page. This page will display a list of all targeting criteria, such as keywords, retargeting lists, and mobile app interests. Click on the bid value and enter a new bid, or choose the desired traffic volume (for a bid on search) or reach (for a bid in ad networks).

To set a bid for multiple targeting criteria, mark them or select all of them. Click Actions → Bid Wizard. Set a single bid or use flexible settings depending on the desired traffic volume or reach. Click Set. More information about Bid Wizard.

Note. The bids you set can be modified through adjustments specified for a campaign or ad group.
How the bid affects traffic volume and click price

The estimated traffic volume depends on your ad's indicators and those of competing ads for the given keyword (bids, quality coefficients, and CTR forecast for the impression). To get more traffic, you can increase bids, but you can also make your ads more effective.

The entry threshold for premium placement does not depend on whether or not there are competitors.

If the system selects your ad, then you will probably pay the click price indicated for that traffic volume. The click price changes dynamically. The CPC for an ad can differ from the specified price.

Learn more about the Yandex.Direct auction.

For Text & Image ads, the click prices displayed in the interface are calculated for search queries that match the keyword (without stop words). For mobile app ads, they are calculated based on all search queries that include the keyword (without stop words). Click prices are calculated for all active ads of a group. If there are no active ads in a group, the prices are calculated for all ads in the group.

How to monitor traffic volume changes

In the campaign settings, enable email notifications and get information about changes in traffic volume sent to your email address.

You can also monitor the traffic volume and click prices by analyzing statistics with the Report Wizard. To do this, go to Cross sections and select Ad No., then go to Columns and select Clicks, Expenses, Average CPC, and Avg. traffic volume.