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Strategy: weekly budget

The “Weekly Budget” strategy lets you effectively allocate your ad campaign resources while sticking to your budget. The advertiser sets a weekly budget and indicates what their goals are: to get the most clicks, the maximum conversion rate, or the most app installations (only for ads for mobile apps).

The strategy automatically chooses bids to achieve the best results. Bids are loaded into the Direct interface every 15 minutes. Strategies can change bids more often than the changes are displayed in the interface. After a week is over, the strategy continues running on the set criteria, as long as there are funds available on the account.

The “Weekly budget: maximum number of clicks” option is suitable for advertisers whose main objective is to attract as many interested visitors to the website as possible.

This is where the system automatically allocates the advertiser's funds to achieve the greatest number of clicks for the budget provided. Keywords with a high CTR are pushed to higher positions, while bids are reduced for keywords with a low CTR.

More information about automatic strategies

Strategy settings

Weekly budget

The minimum weekly budget is 300 rubles (equal to the sum of the minimum payment).

The actual expenditure of a campaign using this strategy may vary by several percent from the specified budget. Accuracy may be affected by switching between strategies, making changes to the budget, suspending a campaign, or making changes to time targeting or the campaign's start date.

If the budget cannot be spent, you will see an alert in the interface and get a notification sent to your inbox. This usually means that the keywords selected have a low CTR, a low budget, or a low maximum bid.

Maximum CPC

You can limit the maximum CPC when necessary. If the maximum CPC is not set, by default it will not exceed 10% of the weekly budget or 450 rubles (the limit for other currencies will be recalculated at the current exchange rate of that currency against the ruble).

It is not recommended limiting your maximum CPC. A weekly budget should be specified if you need to control the expenditure of your funds independently.

The “Weekly budget: maximum conversion rate” option is suitable for advertisers who have already determined what their goals are (as far as attracting users to their website is concerned) and want to increase the number of converted sessions
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Converted session — a user‘s session on a website during which a goal was met.

Goal — the desired action carried out by the user on the advertised website. Goals may include, for example, registering on the website, completing an order form, or visiting a set number of pages.

Yandex.Metrica allows you to monitor whether goals are met.

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.

Here the system provides the maximum number of clicks for phrases that result in a goal being reached on the advertiser's site.

More information about automatic strategies

Setup conditions

A Metrica counter is linked to a campaign
  1. The counter code must be installed on all pages of the advertised website.

  2. The counter must have goals configured for it. Only simple (not multi-step) goals are appropriate for the strategy.

  3. You have specified the number of this counter or enabled link tagging for Metrica in the campaign settings. Details

Enough campaign statistics have been accumulated
  1. The advertising campaign has had at least one converted session (or targeted visit) since it began, with a visitor redirected from an ad applying the selected goal (or one of the goals).

  2. The threshold for the number of converted sessions and clicks over the past 28 days should have been met in the campaign:

    Converted sessions for 28 days + 0.01 × clicks for 28 days ≥ 40

    If the campaign has been running for less than 28 days, the number of actual converted sessions and the forecasted number of clicks is used for the calculation.

    If you chose impressions "Only in ad networks" in the strategy settings, then only converted sessions and clicks from ad networks (YAN and ad exchanges) are taken into account.

Strategy settings

Weekly budget

The minimum weekly budget is 300 rubles (equal to the sum of the minimum payment).

The actual expenditure of a campaign using this strategy may vary by several percent from the specified budget. Accuracy may be affected by switching between strategies, making changes to the budget, suspending a campaign, or making changes to time targeting or the campaign's start date.

If the budget cannot be spent, you will see an alert in the interface and get a notification sent to your inbox. This usually means that the keywords selected have a low CTR, a low budget, or a low maximum bid.

Maximum CPC

You can limit the maximum CPC when necessary. If the maximum CPC is not set, by default it will not exceed 10% of the weekly budget or 450 rubles (the limit for other currencies will be recalculated at the current exchange rate of that currency against the ruble).

It is not recommended limiting your maximum CPC. A weekly budget should be specified if you need to control the expenditure of your funds independently.

Goal

You can choose to receive sessions for all non-compound 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.

If the budget is insufficient or the maximum CPC limit is low, this can affect the effectiveness of the strategy. In this case the system cannot raise the bids on effective keywords and you will get significantly fewer converted sessions.

The “Weekly Budget: Maximum Number of App Installations” option is only available for ads for mobile apps. This option suits advertisers who want to increase the number of app installations.

This strategy ensures that you get the maximum number of clicks on the keywords that most frequently lead to app installations.

Ads won't be shown to users that the system was able to determine have already installed the app on their phone or tablet.

More information about automatic strategies

Setup conditions

The app will be connected to the tracking system and information about new installations will be sent to Yandex.Direct

One of the tracking systems supported by Direct will be used to track new installations: AppMetrica, MobileAppTracking, AppsFlyer, Adjust, Kochava or Flurry.

More about tracking systems

Enough campaign statistics have been accumulated
  1. At least one user clicked on your ad and installed the app since your campaign was launched.

  2. You've exceeded the threshold for number of installations and clicks in the last 28 days:

    Installations over 28 days + 0.01 × clicks for 28 days ≥ 40

    If the campaign has been running for less than 28 days, the calculation is based on the number of actual installations and the forecasted number of clicks.

    If the chosen strategy uses the "Independent management of search and content sites" setting, then only converted sessions and clicks from ad networks (YAN and ad exchanges) are taken into account.

Strategy settings

Weekly budget

You can limit the weekly budget when necessary. The minimum weekly budget is 300 rubles (equal to the sum of the minimum payment).

Maximum CPC

You can limit the maximum CPC when necessary. If the maximum CPC is not set, by default it will not exceed 10% of the weekly budget or 450 rubles (the limit for other currencies will be recalculated at the current exchange rate of that currency against the ruble).

It is not recommended to limit the maximum CPC. If you want to control your expenses, set a weekly budget.

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