Maximum number of clicks
Select the criteria and spending limit to get the maximum conversions for:
This option is good for advertisers who know how much they are willing to pay per visitor.
The system automatically adjusts your bids to match your targeting criteria and attract as many users as possible. For some targeting criteria, the bids may be higher than the assigned average CPC. For others, it may be lower. The average cost may fluctuate up or down over the course of the day, but the average CPC for the entire week will not exceed the amount you set. For the limit to apply, the strategy should run without changes or pauses throughout the calendar week.
This strategy works best for campaigns that receive more than 100 clicks per week. If a campaign contains long-tail keywords with a relatively low CTR and gets less than 100 clicks per week, the average weekly CPC may increase, but no more than twice.
- Weekly budget
Minimum budget size is 300 RUB (values for other currencies).
- Average CPC
The average CPC is calculated as the weekly spending divided by the number of clicks per week, resulting in the average cost charged when a user clicks on an ad. The specified value is affected by the selected adjustments.
This option is good for advertisers whose main objective is to attract as many interested visitors to the website as possible.
The system automatically allocates the budget to achieve the greatest number of clicks. Keywords with a high CTR forecast get more traffic, while bids are lowered for keywords with a low CTR forecast.
For the limit to apply, the strategy should run without changes or pauses throughout the calendar week.
- How to configure
Enter the budget and select the limit “Weekly budget”.
The minimum weekly budget is 300 rubles (see other currencies).
The actual expenditure of a campaign using this strategy may vary by several percent from the specified budget. Accuracy may be affected when you switch between strategies, make changes to the budget, suspend a campaign, refine your time targeting or change the campaign start date.
Budget distribution depends on your time targeting settings. For example, if you limit ad impressions to two days a week, your budget will only be distributed over those two days.
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.
Select conversions and set their value.
A goal is an action you expect from a user who was exposed to your ad. You can choose to receive sessions for goals set in Yandex Metrica.
Engaged sessions are selected by default: the algorithm focuses on estimated conversions and the average conversion value on your site.
To choose an optimization goal, see the colored dot next to each goal:
- Green indicates that the goal has enough conversions for all traffic sources. We recommend using this goal.
- Gray indicates that the goal has few conversions for all traffic sources. Reaching this goal with ads may be challenging, making the campaign ineffective. Choose this goal if you are sure you have enough conversions to run the strategy.
- Select the attribution model in the advanced settings, if needed.
An attribution model is a rule that determines which click is assigned as the source of a session on your site. The model helps you more accurately identify how advertising contributes to business growth. The bidding system uses Yandex Metrica statistics for the selected attribution model and focuses on achieving the desired result.
You should select a model based on your business type, the method you use for attracting traffic, and what information you need to obtain from it. The Automatic attribution model is set by default. You can change it as needed.
More about attribution models.