Optimizing the number of conversions

Personalized advertising: win-back and after-sale

“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 at least 10 converted sessions a week. You can also enable paying per conversion.

Average cost per action shows 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.

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.

For the whole 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.

For individual filters

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.

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.
Goals are configured for your tag. Only simple (not multi-step) goals are appropriate for the strategy.
You must specify the tag number or enable link tagging for Yandex.Metrica in the campaign settings. Learn more

Strategy settings

Pay per conversion

Enable this option so that you only pay for converted sessions. The strategy will bring you conversions at the CPA specified on strategy setup.

Note. You can enable pay-per-conversion only if your CPA is set for the entire campaign rather than individual filters.

Average cost per action

It's unavailable when Pay per conversion is enabled.

Analyze campaign performance and enter an appropriate average cost or use the system recommendations. Recommended CPA is calculated as the average CPA per week for the selected goal and attribution model. If there were no conversions for a goal in a given campaign, the average CPA for that goal in other campaigns is used in calculation. An unrealistic value will prevent the system from raising bids for effective filters, which will result in significantly fewer clicks.

The average cost may fluctuate up or down over the course of the day,

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

Conversion cost

It's available only when Pay per conversion is enabled.

Specify your CPA. CPA must not exceed 15,000 rubles. Learn more about calculating the optimal conversion cost.

CPA must not exceed 15,000 rubles.

Goal

Select a goal. A Yandex.Metrica goal won't appear in the strategy parameters immediately after being added. The list of available goals is updated once per day.

What does the color of the goal mean?

Green: More than 20 conversions; Sufficient to run a strategy
Yellow: Less than 20 conversions; Ad impressions may be stopped
Red: No conversions; Ad impressions may be stopped
Gray: New or never achieved goal

Weekly budget

You can limit the weekly budget if necessary. The minimum weekly budget is 300 RUB (see other currencies). If Pay per conversion is enabled, the weekly budget should not be less than 20 × CPA.

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 evaluate your return on advertising investment. The bidding system uses Yandex.Metrica statistics for the selected attribution model and focuses on achieving your 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.

Maximum CPC