Maximum conversions

The strategy is good 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 at least 10 converted sessions a week. You can also enable paying per conversion.

How it works

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. In this case, you can specify the average CPA value for the whole campaign or for each filter.

To the entire campaign

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

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

To each filter

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

You can set the average CPA for any filter individually in the filter settings. In this case, priority is given to the filter CPA. The default average CPA that you specified in the strategy settings is ignored.

Prerequisites for using the strategy

In order to enable the strategy, you must have a Yandex.Metrica tag linked to the campaign.

  1. The tracking tag is installed on the advertised site. 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. To limit the cost-revenue ratio, set up the transmission of ad revenue (the amount and currency of the goal value) to Yandex Direct. There are several ways to pass it:

    • Add conversions in the campaign settings and set a value for them. Besides the conversions that bring you direct income, you can also choose any other goals to optimize your ads, such as registering on your website or consenting to participate in a promo.

    • Specify the revenue by goal 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 revenue indicator, pass the payment currency you have set in Yandex Direct.

Strategy settings

  1. Select the criteria and spending limit to get the maximum conversions for:

    Weekly budget

    The minimum weekly budget is 300 RUB (see other currencies). We recommend that the weekly budget is at least 10 ×  CPA .

    CPA

    If you limit the “CPC”, the strategy will bring you conversions at the specified cost.

    Specify the CPA when selecting a goal. CPA must not exceed 15,000 rubles.

    The specified CPA is also affected by the selected adjustments.

    Cost–revenue ratio
    The strategy will bring you conversions at a fixed cost equal to the specified percentage of the revenue transferred for the goal, with adjustments.

    This strategy is best suited for campaigns that use E-commerce or send information about the conversion revenue to Yandex Metrica. This strategy can also be used for campaigns where revenue is specified as the conversion value.

    Specify the expected ratio of ad costs to the resulting ad revenue, expressed as a percentage.

  2. Add a Yandex Metrica tag.

    If you don't have access to the Yandex Metrica tag, you can request access only for the goals configured for this tag. To do this, specify the tag, then click Request access.

  3. Select conversions and set the CPA or conversion value for them.

    A goal is an action you expect from a user who was exposed to your ad. You can choose to receive sessions for goals set in Yandex Metrica:

    • For a single goal: with pay-per-conversion limited by “CPA” or with pay-per-click limited by “Average CPA”.
    • For multiple goals: under other criteria. Specify their value manually or select a value: “Dynamic” (recommended for eCommerce goals).
  4. Select the attribution model in the advanced settings, if needed.

    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 evaluate your return on advertising investment. 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.

Have questions?

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