Lower cost for repeat impressions
This strategy lowers the cost of each repeat impression displayed to a given user, letting you get the maximum possible number of impressions over a specific time period. When you show your ads to people who have already seen it, you have a lower chance of winning the auction. Therefore, your ads will more likely be served to new users. The frequency of impressions per user in the campaign settings is also taken into account. Furthermore, the average cost per thousand impressions (CPM) will be kept to a minimum and not exceed the CPM set by the advertiser. This strategy is good for advertisers who want to reach the largest possible audience.
This strategy is effective for campaigns with over 10,000 impressions for the period. If a campaign uses long-tail keywords or narrow user profiles and the number of impressions for the period is less than 10,000, the average CPM may be up to 2 times greater than the value set by the advertiser.
- Optimize video ad impressions
- When creating a campaign, you can set up impression optimization for video ads. Select what you want the video ads to produce:
- Full views: The strategy is optimized to maximize the full-view rate for your ads. This will help you increase your brand awareness.
- Site traffic: The strategy is optimized to attract maximum clicks to your website so that the user spends 30 seconds or more on the website or clicks through to other pages. This strategy works well if you are using video ads to attract more users to your website.
Many factors are used for optimization: for example, user behavior on different sites, time of the day they watch ads, and devices they use. The system selects the most relevant ads to serve: this way you can meet the optimization criteria and your strategy goals.
You can't change the impression optimization settings after campaign creation.
- Budget distribution period
- Enter a budget distribution period — either a time period or calendar week.
Enter start and end dates for the period. These dates should fall within the date range for the ad campaign itself. The maximum period is 90 days. The minimum period is one day (without including the day when the campaign is set up). The budget will be expended evenly over the period you enter. If you must set several time periods using different criteria, create separate ad campaigns for each one.
You can automatically extend the period to effectively use the remaining budget and reach a broader audience. Your period will extend through your campaign's end date or until your budget runs out. With this strategy, the system will aim to distribute your remaining budget every day while factoring in your impression criteria and settings. However, the budget and average CPM limits you set for the strategy won't be exceeded. If the Autocontinue setting is disabled, then your ads will stop being served when the period ends.
The system will spend a fixed amount each week until either your strategy budget runs out or you reach the end date for your campaign.
The system orients itself based on the calendar week. However, this doesn't mean that you can only enable the strategy on Monday. Average spending will be correctly calculated for the remaining days until the end of the week.
The budget is allocated based on time targeting: the “coefficient” for a given day is equal to the number of hours your ads are served on that day. For example, if your ads don't display on weekends, the “coefficient” for weekend days will equal zero, and your expenses will be distributed among the weekdays.
- Strategy budget
Enter your ad budget. When planning your budget, keep in mind that the minimum daily budget is RUB 300 (see other currencies). Also note that switching between strategies, stopping your campaign, or changing your time targeting can all influence how your budget is spent.
- Limit the average CPM
You can limit your average CPM. The minimum value is 5 rubles (see other currencies). Check the color on the price scale: a price in the green area is more likely to help you meet the goals of the strategy than a price in the yellow or red area would. Follow this recommendation: the calculated value will allow you to make the best use of the specified budget over the specified period with the applied targeting criteria.
The system will automatically set your CPM so that you get the most impressions at the lowest possible price. 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 throughout the calendar week.
Change the strategy settings
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, budget, or budget allocation period. The new settings are applied within 24 hours. When you make any changes to the campaign settings, the strategy restarts and trains on the new data for 3–5 days.
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, your campaign had a budget of 100,000 rubles from February 1 to February 10 (for 10 days), which comes to 10,000 rubles per day. By February 9, you spent 90,000 rubles.
On February 9, you change the strategy's end date and budget:
February 1 — February 28 (28 days), 200,000 rubles.
With such settings, the system can spend about 7,100 rubles per day: the estimated spending by February 9 with these settings is 64,000 rubles (9 × 7100). Because you already spent 90,000 rubles, the system sees the overspending of 26,000 rubles and suspends impressions (for 3.5 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 100,000 rubles from February 1 to February 10 (10 days), which comes to 10,000 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), 200,000 rubles.
With these settings, the system can spend 300,000 rubles in total: 100,000 from February 1 to February 10 and 200,000 rubles from February 14 to February 28.
Please note: you can change settings for an active running strategy with a specified placement period no more than 3 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.