Display position and CPC

On this page you will find answers to frequently asked questions relating to display positions and click prices.

Yandex.Direct click cost is not fixed; it is determined based on the results of an auction among advertisers. These auctions are held for every display. Every ad participates in the auction using a bid (i.e. the maximum amount that the advertiser is willing to pay for a click when Bid adjustments are factored in). More information about how the Yandex.Direct auction works.

For automatic strategies, the bid is determined by the system based on your settings. For manual strategies, you can set the bids yourself on the campaign page in the Cost per click, max field.

Competition from other advertisers and quality factors (your CTR forecast and ad quality coefficient) can influence your CPC.

I don't know how much to pay for a click

If you haven't figured out how the system works yet and how to set bids, select one of the automatic strategies when you create a new campaign. That way you won't have to worry about click prices. For example, with the Weekly budget strategy, you just have to enter the amount that you are willing to spend on your campaign per week and Yandex.Direct will try to get you as many quality clicks on your ads as possible without exceeding that amount.

What should I pay attention to if I'm using manual bid management?

We recommend that advertisers who have a lot of experience and are ready to monitor all their ad indicators use manual bid management.

The display principles differ between search and the ad networks. Please note: to place ads in the ad networks, we recommend you create a separate ad campaign.

In search results

In Yandex search results, ads are placed in various positions. The more clicks a position brings in, the more expensive it is to place an ad there. Ads in Premium Placement gets the largest number of clicks. This is followed by the guaranteed placement and dynamic impressions blocks.

The higher your ads are positioned in their block, the more clicks they bring in.

For example, Yandex research has shown that a first place ad in premium placement draws the most traffic and second and third position get 85% and 75% of the maximum possible traffic respectively.

Furthermore, only the clicks that you get because your ad is placed in a higher position are more expensive (with the exception of the dynamic impressions block). Pay attention to the difference in prices between positions. If this difference is not significant, then it's best to select a higher position. More information about how the Yandex.Direct auction works.

In ad networks

When ads display on the ad networks (YAN and ad exchanges), your CPC will determine your target audience coverage. The higher your CPC, the more people will see your ads in the ad networks.

Pay attention to the difference between prices for different levels of target audience coverage. It it's insignificant, then it's best to choose broader audience coverage. More information about how the Yandex.Direct auction works.

To correctly determine whether or not your bids are working, carefully track your statistics. For example, you can use the Report wizard to see what your average impression and click positions for any ad are and what your impression criteria are.

CPC is too high

Target audience competition and ad quality impact your CPC.

Competition

Other advertisers can also target your audience. The CPC figures you see in the interface factor in your competitors in all the display regions you chose, so even if you have no competitors in one of your regions, that is not a guarantee that your CPC will be low. Ads that could be served from other regions (when extended geotargeting is enabled) also participate in the auction, but they are not included in the forecast of position prices.

Ad quality

The lower the quality of your ads, the more expensive it will be to serve them. To lower your price, pay attention to the factors that influence CPC.

CTR forecast

A CTR forecast is used to calculate your cost per click. This forecast is based on accumulated impression and click statistics for keywords, as well as other parameters that affect how likely a user is to click on an ad, such as whether a word from the search term they entered is in the ad text, user behavior in the display region, etc.

To increase the CTR for your ads, follow the recommendations in the managing your bids section.

Ad quality coefficient

A rating of how well your advertised products or services correspond to user interests. Yandex.Direct compares an ad and the landing page it leads to with the search request and takes into account user behavior after an ad click.

For each ad and its keywords, select the landing page that best corresponds to the users search term. For example, if a user searches for “flights to Mars in July”, ads that mention trips to Mars in July and lead to a page where you can buy tickets to Mars in July will get the best results.

What is the click price?

The average price you will pay per click on an ad in a given position is indicated for keywords in the click price column. This price will never exceed the bids you set.

What is the minimum CPC on search?

If the CPC you set is below the minimum CPC for search, your ads will only be served on the All ads page and in the ad networks. By default, the minimum cost per click on search is 30 kopecks excluding VAT (values for other currencies).

The minimum CPC may go up if the site listed in your ad has a poor performance history on Yandex.Direct (for example, a low aggregate CTR). If there are no links to a website in your ad, then the history of serving the telephone number on your vCard is used instead.

If your bid goes lower than the minimum CPC, it will automatically get raised. To ensure that your minimum price doesn't go up, monitor the quality of your other ads and campaigns.

Keyword priority displays instead of CPC

You are using an automatic strategy for bid management. In this case you can't manage the CPC for each keyword, but you can enter their priorities and general strategy parameters (the maximum CPC, average CPC, etc.).

To enter bids yourself, enable the “Manual bid management” strategy on your campaign parameters page. We don't recommend doing this if you aren't sure that you can set suitable bids and continuously track how effective they are.

Some positions are grayed out in the interface

If positions are grayed out, it means a setting is active that limits your display positions. Your ad may not display in these positions, even if your bid is high enough. To remove restrictions, disable the Serve on search only below search results option in the Limit daily budget and display position section in your strategy settings.

The CPC changes frequently

Your price forecasts in the Yandex.Direct interface may not be factoring in competing ads that are stopped due to time targeting. Additionally, position prices may change drastically within the course of a day and your ads may end up in preferred display positions less frequently. To make sure that competing ads factor into position prices, disable the Do not take into account competitors' automatically stopped ads when setting bids option in the advanced settings section on the campaign parameters page.

I can't put together display statistics in order to increase my ad's CTR

If you just launched your ads, don't worry about your cumulated statistics. The CTR forecast is used to calculate cost per click. This forecast is not only based on click and display statistics, but also on many other parameters that let you determine clickability, even when impressions first launch. This is so that you don't have to pay an unfairly high price to place new ads of high-quality.

My keywords have a high productivity index but the CPC hasn't decreased

The keyword productivity index doesn't directly influence the cost per click, even though it closely resembles the ad quality coefficient. To lower your cost per click, follow the recommendations descibed in the CPC is too high section.

My account has a high quality index but my CPC hasn't decreased

Your account quality index doesn't directly affect your CPC, even though it closely resembles your CTR forecast. To lower your cost per click, follow the recommendations descibed in the CPC is too high section.

I changed my bids, but was charged based on the old prices

The old price may be deducted for a click if you changed your bid for a stopped campaign and then restarted it. After your campaign is enabled, it takes an average of 40 minutes for it to become active. Approximately 30 minutes after that, your new bids will take effect. Before this, clicks are charged at the previous rate that was set before the campaign was stopped.

The click price is higher than my bid

There are several factors that may result in a click prices exceeding the bid you set in the Yandex.Direct interface. Please note that the click prices shown by default in your campaign statistics do not include VAT.

  • Your bid is affected by adjustments that raise the amount for a given audience of users. Ads are served to users who belong to that particular audience based on a bid that was increased based on the coefficient you entered. More information about bid adjustments.
  • If you lowered your bid less than 30 minutes before a user clicked on your ad, the older price may be debited for that click. Please note that if you lowered your bid for a campaign that is no longer running and then re-launch it, it takes about 40 minutes on average for the campaign to re-activate. Following this, it takes about 30 minutes for your new bids to take effect. Before this, clicks are charged at the previous rate that was set before the campaign was stopped.

  • You are working with a campaign management app that uses the Yandex.Direct API. The app may automatically raise your bid.

Other questions

If you didn't find the information you're looking for, please contact us.