Factors Affecting the Cost Per Click in Yandex.Direct

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What principles are the auctions in Yandex.Direct based on and what parameters are taken into account?

Factors Affecting the Cost Per Click in Yandex.Direct

The position of the ad depends primarily physicians email list on the bid, but other things are no less important:

The predicted CTR for a keyword. The top positions of search results are occupied by ads that collect the maximum number of clicks, because the system earns more on them. A simple example: one client pays 100 rubles per click, while his CTR is 7%. And another sets the rate at 80 rubles, having a CTR of 10% (that is, 10 out of 100 users clicked on the ad). It turns out: 100 rubles * 70 clicks = 7,000 rubles - this is how much Yandex will earn on the first advertiser. And on the second - 80 rubles * 100 clicks = 8,000 rubles. It is more profitable for Yandex to work with him, despite the lower rate.

The quality coefficient of each specific ad. It is assigned by the Yandex system itself. Higher coefficients are given to ads that more accurately match the entered query. The landing pages themselves are assessed according to the same scheme.

Previous efficiency (the so-called domain karma). This means how successful the advertising campaigns you have previously launched for your site were. If their efficiency is low, the price on the search can be set from 30 kopecks and higher.

Add to this the level of competition in the niche, geographic coverage and other external factors that also matter.

So how do you find out the optimal price per click that would be reasonable to set in the settings? The calculation methods are presented below.

A simple way to find out the cost per click in Yandex.Direct
Yandex.Direct has a special service built in for this called "Budget Forecast". It allows advertisers to find out the approximate cost of a click before the campaign is launched. To get started, go to the main page of Direct.

A simple way to find out the cost per click in Yandex.Direct

Open the Budget Forecast and see a page like this:

Budget forecast

Choose a region that is suitable for your products or services.

It will be clearer if we look at a specific example. We can consider the following business:

scope of activity - b2b, specifically - the company sells paint booths;

sales geography: Kaluga city and region.

The image shows how the desired region can be determined in two clicks.

Field of activity

In the "Calculation parameters" it is better to keep everything by default (although changes are available), the only thing you can specify is "Period".

Now it gets more complicated. To find out the price per click, you still need to collect keywords. There are two ways:

if you have already prepared your list of keywords, then you just need to enter them in a special field;

If you don’t know your words yet, then you have to find them and collect them (as in this example).