Inflation in Direct

Since Yandex has been actively blogging on Habré lately, I want to suggest a topic - at least for me and for those who are engaged in marketing on the Internet - more interesting than the name and appearance of the 2000th employee of the above company. Namely, clarification on the issue of pricing in Direct.


I have been using contextual advertising for a long time, both AdWords and Runner, and Direct. I will not talk about the pros and cons of everyone here, I would like to touch on a specific question - why, with the stated $ 0.01 for the transfer, Direct has recently started to “encourage” clients to dramatically increase the rates for the transition?

Example

So, a concrete example is an ad campaign of a social network for teenagers. In general, this is not a trivial task, because our audience is heavily smeared around the sites, we don’t want to hang banners next to naked teens on music projects, Durov has almost all of the Russian-speaking Facebook audience to pay for promotion of its services.
')

Direct

Request - "14 years"
Why? Teenagers often gain "I am 14 years old" and then a description of the problem, such as "I am pregnant", etc.
Competitors on request - no.
And these ads (with a list of different ages) - 7 pieces.

The first day of the advertising campaign - 300 rubles, spent, put more.
They put 500 rubles, but it turns out that all ads with a limit of $ 0.05 are blocked - such as low efficiency. Hmmm


(I apologize immediately for the image quality)

Then tell me, what CTR according to Yandex is considered highly effective? Is the indicator 1.33 really low?

If the calculation is not based on the CTR (and, apparently, not based on the competitiveness of the request - there are no competitors on request), then which one?

I would like to know how Yandex.Direct advises to increase the effectiveness of the advertising campaign. Or maybe it is better to honestly raise the cost of a click?

Sincerely advertising