Yandex Direct. Tutorial novice advertiser. Click price in pictures
It’s not always when setting a certain click price in the Yandex.Direct interface that we charge exactly the amount we have indicated and far from always our ad is shown on the position we are claiming. Such moments often cause confusion among novice advertisers. Let's look at these situations in more detail. We will also show how easily and simply the price of each specific position of special placement and guaranteed impressions is determined.
High CTR ads allowed to stake out the third special placement. Directly considered our ad highly relevant to the user's requests and reduced the cost of a click for us several times. In this case, he sells us delicious traffic from special placement at a price several times lower than less tasty traffic from first place. This is an ideal situation and you need to strive for it. In this case, for us the position of the 1st place is not available. If the rate is higher than 0.67, we will be placed in one of the special accommodations; if the rate is lower, we are leaving for guaranteed shows. In some cases, it is possible to squeeze such a CTR, in which the price of entry into the spec will be even lower than the price of entry into the warranty.
Pay attention to the column "Maximum". We indicated 0.8 USD per click, but at this point in time, Direct will charge us with a bid in the "Valid on Search" column, i.e. 0.67u.e. This is the autobroker, which lowers our bid to the necessary and sufficient to maintain the announcement for this position.
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The screenshot clearly shows that the CTR of the ad is good, but due to the small number of impressions on the ad, the CTR has not yet begun to decline. After waiting a bit, we get a situation similar to the 1st screenshot. Set the rate of the second Special Placement for a confident "climb". Pay attention to the "Current Search" bid. When the autobroker is on, 5.44 cu will be written off. for the transition on the ad.
This screenshot shows that when you set the price to one cent below the entrance to the Special Placement, our ad will be broadcast on the right in the first place. The cost of the first place on the right in Yandex.Direct at this time is exactly 3 cu
And this is how we determine the price of the second place in guaranteed shows (on the right). To do this, we indicate in the “Maximum” column a bet 1 cent less than the first-place bet on the right. Direct shows us the price ("Acting on the search") 3.U.E. This is the second place bet.
By the same “method of typing,” we calculate the rate for the third place, having indicated the price 2 place right, minus 1 cent. As can be seen from the screenshot, the cost of the second position on the right is just 2.31 u. per click.
The rate of the fourth place on the right in guaranteed shows at the moment is 2.12U.E.
I hope it is already clear what is depicted in these screenshots.
Our ad went into unguaranteed and dynamic impressions. It will also be shown on the All Ads page. However, all other ads will also be shown there - in the respective positions, clearly in descending order of the rates indicated by advertisers.
Please note the following important points. These rates work in the "here and now", i.e. in 15 minutes you can see already different prices: both lower and higher. There are many reasons for this: competitors changed their bets or new players appeared, or vice versa, the old competitors went away, the CTR of competitors grew, and yours fell or vice versa. Direct is an extremely dynamic environment and placing an ad in a commercial subject be prepared for the need to adjust rates at least several times a day (if we are talking about highly competitive topics)
It should also be remembered that at the rates specified in the Yandex Direct interface, your ad always has a chance to be shown in higher positions. Reason: different targeting for you and competitors.
High CTR ads allowed to stake out the third special placement. Directly considered our ad highly relevant to the user's requests and reduced the cost of a click for us several times. In this case, he sells us delicious traffic from special placement at a price several times lower than less tasty traffic from first place. This is an ideal situation and you need to strive for it. In this case, for us the position of the 1st place is not available. If the rate is higher than 0.67, we will be placed in one of the special accommodations; if the rate is lower, we are leaving for guaranteed shows. In some cases, it is possible to squeeze such a CTR, in which the price of entry into the spec will be even lower than the price of entry into the warranty.
Pay attention to the column "Maximum". We indicated 0.8 USD per click, but at this point in time, Direct will charge us with a bid in the "Valid on Search" column, i.e. 0.67u.e. This is the autobroker, which lowers our bid to the necessary and sufficient to maintain the announcement for this position.
')
The screenshot clearly shows that the CTR of the ad is good, but due to the small number of impressions on the ad, the CTR has not yet begun to decline. After waiting a bit, we get a situation similar to the 1st screenshot. Set the rate of the second Special Placement for a confident "climb". Pay attention to the "Current Search" bid. When the autobroker is on, 5.44 cu will be written off. for the transition on the ad.
This screenshot shows that when you set the price to one cent below the entrance to the Special Placement, our ad will be broadcast on the right in the first place. The cost of the first place on the right in Yandex.Direct at this time is exactly 3 cu
And this is how we determine the price of the second place in guaranteed shows (on the right). To do this, we indicate in the “Maximum” column a bet 1 cent less than the first-place bet on the right. Direct shows us the price ("Acting on the search") 3.U.E. This is the second place bet.
By the same “method of typing,” we calculate the rate for the third place, having indicated the price 2 place right, minus 1 cent. As can be seen from the screenshot, the cost of the second position on the right is just 2.31 u. per click.
The rate of the fourth place on the right in guaranteed shows at the moment is 2.12U.E.
I hope it is already clear what is depicted in these screenshots.
Our ad went into unguaranteed and dynamic impressions. It will also be shown on the All Ads page. However, all other ads will also be shown there - in the respective positions, clearly in descending order of the rates indicated by advertisers.
Please note the following important points. These rates work in the "here and now", i.e. in 15 minutes you can see already different prices: both lower and higher. There are many reasons for this: competitors changed their bets or new players appeared, or vice versa, the old competitors went away, the CTR of competitors grew, and yours fell or vice versa. Direct is an extremely dynamic environment and placing an ad in a commercial subject be prepared for the need to adjust rates at least several times a day (if we are talking about highly competitive topics)
It should also be remembered that at the rates specified in the Yandex Direct interface, your ad always has a chance to be shown in higher positions. Reason: different targeting for you and competitors.
Source: https://habr.com/ru/post/97662/
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