Traffic and bid volume
On this page you will find answers to frequently asked questions about traffic volume and bids.
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 by placing a bid (i.e. the maximum price 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.
- I don't know how much to pay for a click
- What does traffic volume mean?
- Why can traffic volume exceed 100?
- What should I pay attention to if I'm using manual bid management?
- The bid forecast is too high
- What is the click price?
- What is the minimum price on search?
- Keyword priority displays instead of my bid
- Bids change frequently
- I can't gather display statistics in order to increase my CTR
- My account has a high quality index but my bids haven't decreased
- I changed my bids, but was charged based on the old prices
- The click price is higher than my bid
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 bids. 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 does traffic volume mean?
Traffic volume is a value directly related to the clickability of an ad position. The traffic volume calculation factors in the ad design, number of ads in the block and their designs, and the ad display position on search. For example, if there are 4 positions in premium placement, then the first position will bring in a traffic volume of 100, and second, third, and fourth place will bring in a volume of 85, 75, and 65 respectively.
Why can traffic volume exceed 100?
A value of 100 refers to the traffic volume that an ad displayed in the first of four positions in a premium placement block receives. Some impression locations may be more "clickable" than first place in premium placement. They will get a traffic volume that exceeds 100. For example, ads in expanded format may get that level of traffic.
What should I pay attention to if I'm using manual bid management?
With manual bid management, advertisers must be ready to monitor all their ad indicators.
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.
Please note the difference between bid forecasts for traffic volume. If there is a substantial difference, then it's best to select a higher traffic volume. More information about how the Yandex.Direct auction works.
When ads display in the networks (YAN and ad exchanges), your bid will determine your audience coverage. The higher your bid, the more people will see your ads in the ad networks.
Pay attention to the difference between the bid forecasts for the different levels of 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 view the average traffic volume and number of clicks for any given ad.
The bid forecast is too high
Your ad quality and the level of competition for your audience determine your bid forecast.
Other advertisers can also target your audience. The bid calculations you see in the interface factor in your competitors in all the display regions you choose, so even if you have no competitors in one of your regions, it doesn't guarantee that your bid 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 traffic volume forecast.
The lower the quality of your ads, the more expensive it will be to serve them. To lower your bid, pay attention to the factors that influence your bid.
- CTR forecast
The CTR forecast is used to calculate the bid forecast. 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
The quality coefficient is 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 term the user entered and what they do on your site.
For each ad and its keywords, select the landing page that best corresponds to the user's 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 for the corresponding traffic volume is indicated for keywords in the Click price column. This price will never exceed the bid you set.
What is the minimum price on search?
By default, the minimum cost per click on search is 30 kopecks excluding VAT (see 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 performance of your vCard telephone number is used instead.
If your bid is lower than the minimum, your ads will only be served on Yandex advertising network member websites and on the “All ads” page. To ensure that your minimum price doesn't go up, monitor the quality of your other ads and campaigns.
Keyword priority displays instead of my bid
This happens if you are using an automatic strategy for bid management. In this case you can't manage the bid for each keyword, but you can enter their priorities and general strategy parameters (the maximum CPC, average CPC, etc.).
If you want to enter bids yourself, switch to a “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.
Bids change frequently
Your price forecasts in the Yandex.Direct interface may not be factoring in competing ads that were stopped automatically due to time targeting. Additionally, bids may change drastically over the course of a day and your ads may not get the desired traffic volume as frequently. To make sure that competing ads factor into your bid forecast, 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 gather display statistics in order to increase my CTR
If you just launched your ads, don't worry about your cumulated statistics. The CTR forecast is used to calculate the bid forecast. 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.
My account has a high quality index but my bids haven't decreased
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. During that time, clicks are charged based on the bids that were placed before the campaign was stopped.
The click price is higher than my bid
There are several factors that may cause click prices to exceed the bid you set in the Yandex.Direct interface. Please note that the click prices that display by default in your campaign statistics do not include VAT.
- An ad network bid might get raised automatically if the ad has a high conversion probability.
- You are using adjustments that raise your bid for a given audience of users. Ads are served to members of that particular audience based on your adjusted bid. More information about bid adjustments.
If you lowered your bid less than 30 minutes ago, the older price based on the previous bid may be debited for that click. Please note that if you lower 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. During that time, clicks are charged based on the bids that were placed 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.