Setting up strategy budget

Possible reasons:

• Low-frequency keywords: ads are rarely served for the specified queries, resulting in the weekly budget not being fully spent.

• Low maximum bid: your ads can appear only in lower positions, which makes them less likely to be seen by users.

• Low CPA: your ads may not be displayed because the system can't find conversions at the specified cost.

• Insufficient budget: the system caps bids at 10% of the weekly budget. If your bids are low, the ad might appear in lower positions.

Learn more about possible reasons for low conversions in campaigns.

For a daily budget: changing the budget.

For a weekly budget:

• Changing the budget.
• Change the payment model.
• Postpone the campaign's start date, including cases where the end date, which has already passed, is postponed to a later date, causing the campaign to restart.

For a period budget: changing the payment model on the first day after the launch.

Possible reasons:

• High-frequency keywords.

• High bids: your daily budget covers only a small number of clicks.

• Undefined display region: your ads are served worldwide, across the entire country, or across the entire region.

You can analyze the distribution of sessions by hour in the "Yandex Direct, summary" report in Yandex Metrica. Spikes in sessions during the day are usually caused by increased interest in the ad's subject. In this case, the system doesn't have enough time to promptly disable impressions so it can attempt relaunching them later in the same day, which leads to the entire daily budget being spent prematurely.

What you can do to ensure even distribution of your daily budget throughout the day:

• Increase your daily budget.
• Switch to an automatic strategy: Maximize conversions or Maximize clicks.
• Set your display region.
• Lower bids for your keywords.