Yandex Direct. Beginner Advertiser Tutorial. CPC in pictures

    It’s far from always that when setting a certain click price in the Yandex.Direct interface, the exact amount indicated by us is deducted from us and far from always our ad is shown at the position for which we are applying. Such moments are often perplexing for 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.



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    High CTR ads allowed to stake out the third special placement. Direct found our ad highly relevant to user requests and several times reduced the cost of a click for us. In this case, he sells us tasty traffic from special accommodation at a price several times lower than less tasty traffic from the first place. This is an ideal situation and you need to strive for it. In this case, the position of 1st place is not available to us. At a rate higher than 0.67, we will be placed in one of the special accommodations, at a lower rate, we will leave for guaranteed impressions. In some cases, it is quite possible to squeeze out such a CTR at which the price of entering the special will be even lower than the price of entering the guarantee.
    Pay attention to the “Maximum” column. We indicated 0.8 cu per click, but at this time Direct will deduct from us the bid in the column "Acting on the search", i.e. 0.67u.e. This is an auto broker that lowers our bid to the necessary and sufficient to maintain an ad 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. The rate of the second Special Placement has been established for a confident “climb”. Pay attention to the bid "Acting on the search." When the auto broker is on, we will be charged 5.44.u. for going through an ad.

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    This screenshot shows that when setting the price 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 point in time is exactly 3 cu

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    And so we determine the price of the second place in guaranteed impressions (on the right). To do this, indicate in the column "Maximum" the bid is 1 cent less than the first place bid on the right. Direct shows us the price ("Acting on the search") 3.у.е. This is the second place bet.

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    In the same “poke method” we calculate the rate of the third place, indicating the price of 2 place on the right minus 1 cent. As can be seen from the screenshot, the cost of the second position on the right is only 2.31u.e. per click.

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    The fourth place bid on the right in guaranteed impressions at the moment is 2.12.u.

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    I hope it’s already clear what is shown in these screenshots.

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    Our ad went into non-guaranteed and dynamic impressions. It will also be shown on the All Ads page. However, all other ads will also be shown there - in the relevant positions, clearly in descending order of the bids indicated by advertisers.

    Pay attention to the following important points. The indicated rates work in the here and now mode, i.e. after 15 minutes you can already see other prices: both lower and higher. There are many reasons for this: competitors have changed their bets or new players have appeared, or vice versa, the old ones have left, the competitors' CTR has grown, and yours has fallen or vice versa. Direct is an extremely dynamic environment and when placing an advertisement in a commercial subject, be prepared for the need to adjust your bids at least several times a day (if we are talking about highly competitive topics)

    Also, remember that at the rates specified in the Yandex.Direct interface, your ad always has a chance to be shown at higher positions. Reason: different targeting between you and competitors.

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