Optimizing the number of conversions

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Yandex.Direct

Yandex.Direct Display strategies

Optimizing the number of conversions

“Optimizing the number of conversions” is a strategy that can be useful for advertisers who have set goals for attracting traffic to their website and know how much they are willing to pay for conversions. This strategy is most effective for campaigns that get more than 200 clicks and more than 10 converted sessions a week.

The average CPC is the ratio of weekly budget expenditure to the weekly number of clicks, i.e., the average cost debited for a visitor's click on the product offering in the smart banner.

The average CPA is 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.

Description

Once your campaign is launched, the system will automatically assign bids for filters so as to increase banner impressions of those product offerings that most often result in conversion on the website after being clicked. At the same time, the advertiser may assign the average CPC/CPA value for the whole campaign, or for each individual filter.

For the whole campaign

You set the average CPC/CPA for the whole campaign. The average weekly cost of the campaign will not exceed this amount. In this case, the cost for some filters may be higher or lower than the specified average cost.

You can assign CPC/CPA for any filter individually in its settings. For example, you can assign a high CPC/CPA to filters that include more expensive products. The system will try to simultaneously maintain the average cost for the filter and the total value for the campaign.

For each filter

You can set the one default average CPC/CPA value for all filters. The average weekly cost for each filter will not exceed the specified amount. At the same time, the cost for the filter may change throughout the week, becoming higher or lower than the specified average cost.

You can assign your own average CPC/CPA value for any filter in its settings. In this case, the priority is given to the filter cost. The default CPC/CPA that you specified in the strategy settings will not be considered.

Prerequisites for using the strategy

You can enable the “Optimizing the number of conversions” strategy after meeting the following criteria:

A Yandex.Metrica tag is installed on the website and goals are set

Your Yandex.Metrica tag must be linked to a campaign in Yandex.Direct. Learn more
The code snippet for the tag is installed on the advertised site. Yandex recommends that you embed the code snippet on every page of your site.
Multi-step goals are not appropriate for this strategy.

Enough campaign statistics have been accumulated

Your campaign must have had at least one converted session since it launched (i.e. a visitor who clicked on your ad must have reached the goal you set (or one of them) during their session).
The campaign must have reached the threshold for the number of converted sessions and clicks over the past 28 calendar days:
```
Converted sessions for 28 days + 0.01 × clicks for 28 days ≥ 40
```
If the campaign has been running for less than 28 calendar days, the number of actual converted sessions and the forecasted number of clicks is used for the calculation.

Strategy settings

CРC/CPA

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 filters, which will result in significantly fewer clicks.

Assigning a CPC value is required, while the CPA value is optional. If you specified both CPC and CPA, CPC bidding will work as long as there isn't enough data to bid under CPA. The currently used average cost value is highlighted in yellow.

The average CPC can be adjusted during the day.

The minimum average CPC is 3 RUB. (values in other currencies).

The minimum average CPA is 3 RUB. (values in other currencies).

Goal

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