Increase brand metrics^β

The strategy algorithms prioritize impressions to those users who are more likely to positively change their brand perception after being exposed to a display ad. This helps improve brand awareness, ad recall, purchase intent, and other metrics. The average CPM won't exceed your set limit.

Strategy settings

You can only configure this strategy if there is a new Brand Lift survey linked to the campaign(s).

Ad serving period

Specify the start and end date of the campaign. The minimum period is 7 days.

Strategy budget

Specify the budget. It must meet the Brand Lift survey requirements.

• Campaign budget*:

  • Minimum budget for the entire period is ₽2 million without VAT (see values for other currencies).
  • Minimum daily budget is 140,000 rubles without VAT (see values for other currencies).

• Minimum reach* is 3 million users.

*You can connect multiple campaigns with the new strategy to a single Brand Lift to meet the total budget and reach requirements.

Limit the average CPM

You can limit your average CPM. The minimum value is 5 rubles (see other currencies). Check the price recommendation in the forecast section: the price in the forecast is likely to help you achieve your strategy goals.

The system will automatically set your CPM to maximize brand metrics growth. The average cost may fluctuate up or down over the course of the day. However, the average CPM over the entire period of the strategy will not exceed the limit you set. For the limit to apply, the strategy should run without changes or pauses over the whole calendar week.

Brand Lift survey

Make sure that the survey is enabled in the campaign settings under Brand Lift. Learn more about this survey.

Change the strategy settings

For a successful Brand Lift survey, make sure that your campaign budget is at least 2 million rubles and your daily ad spend is at least 140,000 rubles. You can connect multiple campaigns with the new strategy to a single Brand Lift to meet the total budget and reach requirements. If your daily budget drops below this level, the survey stops collecting data. Remember to adhere to this requirement so that the survey doesn't stop running.

You can adjust your strategy settings at any time, even if the strategy is already in use. In the editing window, you can change the average CPM, or budget, or the budget allocation period. The new settings are applied within 24 hours.

If you change the period start date, the automatic strategy is restarted on the specified date.

When you change both the period and budget, average daily expenses are recalculated with past expenses taken into account until the period ends. If the estimated daily budget has decreased under the new settings, impressions are temporarily suspended/decreased.

For example, the campaign had a budget of 2 million rubles from February 1 to February 10 (10 days), which comes to 200,000 rubles per day. By February 9, you spent 1,800,000 rubles.

On February 9, you change the strategy's end date and budget:

• February 1—February 28 (28 days).
• New budget: ₽3.5 million

With such settings, the system can spend about RUB 125,000 per day: the estimated spending by February 9 with these settings is RUB 1,125,000 (9 × 125,000). Because you already spent 1,800,000 rubles, the system sees the overspending of 675,000 rubles and suspends impressions (for 5.5 days) so that the actual spending matches the budget.

If you make changes after your campaign has ended with the old strategy settings, the strategy is restarted and the spending count is reset.

For example, the campaign had a budget of 2 million rubles from February 1 to February 10 (10 days), which comes to 200,000 rubles per day. On February 10, the campaign ended because the entire budget was spent.

On February 14, you change the strategy's end date and budget:

• February 1—February 28 (28 days).
• New budget: ₽3.5 million

With these settings, the system can spend 5.5 million rubles in total: 2 million from February 1 to February 10 and 3.5 million rubles from February 14 to February 28.

Please note: you can change the settings of an active running strategy with a specified placement period no more than three times per day, but keep in mind that the strategy will restart after each change. No limitation is imposed on editing a strategy that has not yet been launched.

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Currency	Total campaign budget for the placement period (without VAT)
RUB	2,000,000
CHF	20,500
EUR	22,500
USD	25,000
TRY	1,050,000
BYN	37,000
KZT	4,000,000
UZS	95,000,000

Currency	Minimum budget for Brand Lift analysis (amount per day, excluding VAT)
RUB	140,000
CHF	1450
EUR	1600
USD	1800
TRY	75,000
BYN	2650
KZT	285,500
UZS	6,750,000

Payment currency	Minimum price per thousand impressions	Maximum price per thousand impressions
RUB	5	3000
KZT	29	18,000
BYN	0.15	100
USD	0.08	52
EUR	0.07	44
CHF	0.08	50
TRY	0.3	178