We will talk about the Budget Forecast tool in Yandex.Direct, and at the end of the article I will show you one trick, so read to the end.
What is the Yandex.Direct Budget Forecast
How to get into the Yandex.Direct Budget Forecast?
If you have advertising campaigns, then go to your account direct.yandex.ru and click on the Budget Forecast link in the top menu. If you don’t have advertising campaigns yet, then go to the main page direct.yandex.ru and in the Tools section there is a link for Budget Forecast.
I’ll say right away that you can use the Budget Forecast only when you log into your Yandex account.
Once you log in, you will see a page like this, asking you to select three steps.
How to use Budget Forecast in Yandex.Direct
1. Select a region
Let me click here and make a quick selection. We need to apply it. If the region has changed, then you did everything right.
2. Select calculation parameters
Next, in the second step, you need to Select calculation parameters. I'll click Edit and you'll see that there are several periods here, these are week, month, quarter, year, 30 days or a specific month. If you have a seasonal business, or you are just planning to start advertising on Yandex.Direct, you can set the month in which you plan to start advertising.
Next, you need to select Platforms - all or only Mobile, and you can also select the currency in which you want to receive the data. I'll leave Russian rubles. I haven't changed anything, so I can click Cancel. In your case, if you have changed something, you need to click OK.
3. Choose keywords
The third step is the most important. This tool allows you to predict the advertising budget for key phrases or keywords (let's sometimes call them KF for shorthand), for which you plan to advertise.
I’ll say right away that the data will be inaccurate, this is just an approximate calculation.
However, the Budget Forecast has many different features that keep me coming back to it again and again. For example, one of the things that I use quite often is that you can enter several CFs into this tool and look at their frequency. In this case, you will have to enter each phrase separately and record this data for yourself. In the Budget Forecast tool, everything will be presented clearly.
Window for selecting key phrases in the Budget Forecast
Now let's use the CF selection window and enter some phrases. For example, “plastic windows”. I click somewhere past or just wait, and a hint window appears.
Budget Forecast Tips
To use the hint, just click on this link. Let's say I like the hint “PVC window”. I click and you see that it is transferred to this working window, separated by a comma and a space. You can also hide the hints, or select “all fit”, so they will all be transferred to this window. Next, you can click on the More link and see more tips.
Let’s say I’m happy with the phrase “rehau window.”
Organize, Clear and Auto-Adjust
You can also see that there is a certain limit on the number of characters, but I want to warn you that for now we can exceed this limit. That is, enter here the CF above these figures.
Next you see the checkboxes Automatically adjusting phrases with negative keywords and Automatically fixing stop words. If you want the Budget Forecast to work faster, you can clear these checkboxes. However, for the feature that I want to show you at the end of this article, I will leave these checkboxes.
Single set of negative keywords
Below we can add a single set of negative keywords. Let’s enter here as an example “for free, with your own hands.”
Now if I click the Calculate button, you will see that the negative keywords will change and a sign will appear. Actually, this is why we use this tool. This magic sign appeared, for the sake of which I go to the Budget Forecast. And let's go a little lower, we see that the single set of negative words has changed - the words are written with the minus operator.
Yandex.Direct budget forecast table
Let's talk about the sign, what we see here and what we can do.
We can remove all CFs, we can remove a specific keyword, we can select all CFs, or vice versa, remove some phrases. And if I remove the key phrase here, then note that the budget forecast changes, in this case it becomes smaller.
Here we see a column, which we will return to a little later.
To quickly select a position in all CFs, we can use these links.
For example, we want our keyword to rank first in Special Placement. And what budget will we spend per month? Click here and we see that our advertising budget will be 7 million rubles. We can also change positions for each CF. Let's give all phrases Special Placement.
Data filter
We can also filter the data here. For example, we can find out which CF has a higher forecast of impressions. Click here and see what has been filtered. Or vice versa, in descending order. I feel more comfortable this way.
Projected figures
Let's take a closer look at what numbers we see, and I will mention that these are only projected numbers, that is, they are not exact, and may differ in your advertising campaign. However, the Budget Forecast is constantly updated, and it is possible that the figures here will be more accurate in the near future.
Although I doubt it a little because these numbers you spend depend on many metrics, including both the landing page and your ad. However, let's take a look at the numbers we see here.
If we want to advertise in the Special Placement position, then we will need to place the following bid - 500 rubles, and we will be charged 140 rubles. Let me remind you that we are talking about the Moscow region and the region, because I chose it at the first step. Further, our ad will have a CTR forecast of 12.39% and an impression forecast of 256,974. Our ad with such a predicted CTR will be clicked 31,838 times, for which we will pay 4 million rubles.
The budget forecast recently changed; previously there was one number in the Impressions Forecast column, but now we see that these numbers change depending on the position. That is, at the first special placement our numbers will be seen 263 thousand times, and already at the second special placement 260 thousand, and in the guarantee a total of 132 thousand.
These numbers give us an understanding that it is necessary to rank higher in order to receive more traffic. That is, it was made specifically for this purpose.
Phrase column in budget forecast
This is the data we see, and now let’s talk about this column that I promised to tell you about.
If we click on a key phrase, we see interesting information: we see ads from our competitors. If we look at them, we can take a number of ideas for ourselves that we will use in our advertising campaign. We also see here the regions in which they are advertised, we see the domains, we can go to them, evaluate the landing pages. In general, a very convenient tool for analyzing competitors.
Change, Clarify, Select
Next we see links Change, Clarify, Select. Let's click on them and see what changes. Actually, in order to change our CF, we need to click the Change button and let’s say that I want to have a singular number instead of a plural, although this will not affect the data. To apply, click OK. If we change our mind, we must click Cancel.
Now let's talk about the Refine link. This is a very cool link and I use it quite often to refine my keyword phrase. But usually I use one phrase so that other CFs do not interfere with the data. I click Specify, this window appears, and let’s say I don’t sell blinds and curtains for plastic windows.
In order to remove impressions, you need to click next to the phrase that does not suit me, for example “blinds”, “curtains”, for example, I do not repair plastic windows, and if I now click Apply, then our CF will change - to it Negative keywords will be added. And if I now close this window and open it again, then in this window there will no longer be the phrases “blinds”, “curtains” and “repair”. A wonderful tool, I also use it quite often.
And now we’ll talk about the Select link. If we click here, we will get access to our regular Wordstat, and all the negative keywords will already be applied. And let's say I want to use all these CFs. I select them and click Add. All selected CFs will be transferred to this window and I will receive general data on them. You see, a lot of keywords have appeared.
Export data from budget forecast to Excel
We have worked with our keywords, some of them may not suit us again, I remove them, and now I can use these key phrases. I click List of phrases, copy and go to our advertising campaign that I am creating. I can also export this entire forecast to myself, I select what data is interesting to me and click Export to XLS.
The promised trick
At the beginning of the video, I promised to tell you about a certain feature. The fact is that I already have an advertising campaign in this account.
And now I’ll open another account in which I don’t have advertising campaigns, and I’ll do it in the Yandex browser (in a different browser).
I will add here all the key phrases that I copied from the previous account. I'll click Calculate, all these key phrases are added here.
And if I click on the Export to xls link, you will see that there is a line like Export to an Excel file for loading into the campaign. If I export now, I will get a template to upload to my account, which will already have key phrases.
And I can work with this excel file in order to write advertisements, add links, quick links, clarifications, and so on. And already upload your advertising campaign. So I recommend that you create a separate account to work with such templates so that you can quickly select key phrases using the Budget Forecast, take ideas for your ads, and in the end you will receive an excel file with key phrases into which you can add your announcement.
This is a trick, be sure to use it. If you liked the article, then like it.
Be sure to subscribe to my Youtube channel, there will be many more interesting videos. Denis Gerasimov was with you, bye-bye!
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Unlike most other channels (television, newspapers, magazines), in Yandex.Direct the budget is not fixed, it can be managed, it can be changed and adjusted during the campaign.
Estimating the budget of an advertising campaign in Direct
That is, if the cost of an advertising block in a magazine is 1,500 rubles per ad, then you will pay that much, regardless of the text of the ad, the presence of competitors and other factors. In Yandex.Direct, the situation is different - in this system you pay for clicks on your ad, that is, for clicks, but how many clicks there will be and what the price for each click will be is difficult to predict.
On the one hand, this approach is convenient - by changing the rate per click, you can reduce or increase advertising costs at any time. However, it is difficult to determine how much money you will need with this approach. For example, you want to save money and reduce the cost per click. At the same time, you automatically give way to your competitors who are willing to pay more per click. Or, on the contrary, you set a high cost per click, but your ad turns out to be extremely attractive, and as a result you pay more because it is ahead of the competition without additional costs.
To help advertisers resolve this issue, Yandex has introduced an advertising budget forecaster. This is a tool that allows you to understand how much money you should spend on a campaign. The forecast algorithm makes calculations based on data collected by the system over the last 30 days, so you will get different results at different times.
How does advertising budget forecast work?
Your first step in forecasting advertising costs will be to log into Yandex.Direct, where you will find the “Budget Forecast” option:
By clicking on the budget forecast, you will be taken to the page for estimating the budget of the advertising campaign, where you will have to enter the name of the region in which your potential customers live, the period during which you plan to display the ad and a list of key phrases.
Keywords are the words that a user types into the search bar when searching for your product. If you are selling jewelry, then this could be “buy a gold ring”, “cheap gold ring”, etc.
If you wish, you can change the display period; to do this, just click on the word “change”:
After this, a window will appear in which you can select the period, sites and currency in which you pay for advertising.
Display regions and keywords should be selected in advance - searching and selecting keywords takes a lot of time. After entering the necessary data, all you have to do is click the “Calculate” button and get the approximate amount of costs.
Specifics of the resulting forecast
Keep in mind that the amount you receive as a result of the forecast is not the final result, but only a guideline. There are several reasons for this:
- Seasonality of search queries. Considering that the forecast is based on information for the last 30 days, seasonality is a serious distorting factor.
- When making forecasts, average campaign performance figures are taken. Because some advertisers run successful campaigns and some do not, the average is not particularly accurate.
- The advertising budget forecast does not take into account impressions through the Yandex advertising network (YAN).
Taking into account all of the above, it is not worth spending effort and money on eliminating errors and obtaining an ideal forecast. It is better to take its result into account as a guideline and clarify everything in practice by conducting a little testing. If you keep this in mind, forecasting the budget for an advertising campaign in Yandex will become a useful and effective tool.
We have a service for setting up contextual advertising, and it is often used by those who only heard about this advertising channel yesterday.
The most common misconception that we encounter during the first conversation is: “Tell me EXACTLY (or even better, the application) and how much money is needed for advertising.”
It is for this reason that I have prepared instructions according to which, if you wish, you can independently make a budget forecast in Yandex Direct.
But let's be clear right away. It is impossible to accurately guarantee the cost of a click, announce the budget of an advertising campaign, and even more so name the application price.
I will not say that professionals, in principle, never give guarantees, but only operate with probabilities.
I’ll just say that even Yandex Direct itself is wrong in its forecasts. Therefore, it is possible to estimate prices using special tools. But it’s impossible to say for sure. Just accept this fact.
BRIEFLY ABOUT THE MAIN INDICATORS
If you show this article to an unprepared person right now, he will not understand anything, because it contains many unknown terms. That is why, first of all, you need to read our article
But to make the article as clear as possible, I am forced to voice the terms that we will use for calculations.
- Number of requests– the number of users who are searching for this key phrase;
- Position– the place where your future ad will be displayed;
- Average CPC Forecast– average cost per click on these positions;
- Sum– the future cost of a click, which is calculated based on the position of the ad;
- CTR– possible conversion from seeing to clicking on an advertisement;
- Impressions/clicks forecast– the estimated amount of ad impressions and clicks on your advertisements;
- Budget forecast– the estimated amount that you will need to spend on this advertising campaign in Yandex Direct.
When calculating online variable indicators, the average conversion in similar areas and the same keywords is taken as a basis.
Or the calculation is based on the current Yandex advertising campaigns of your competitors.
And even here, weaknesses are already visible: the average indicator can be highly volatile, and the indicators of your competitors can be distorted due to incorrect settings.
But nevertheless, after calculating all these indicators, you will be able to understand whether you have the necessary budget for this and how many applications you can get from this budget (multiply the number of clicks by the site conversion).
Otherwise, maybe you don’t have a minimum budget in reserve and it’s easier for you to launch or the same one.
And you will also be able to see advertisements of competitors and those who advertise in Yandex.Direct.
This way, you can estimate their number and the ability to compete with you.
It will also become clear what key advantages they advertise or what prices they base on.
We definitely use this little trick when we make an order.
WE ARE ALREADY MORE THAN 29,000 people.
TURN ON
STEP-BY-STEP INSTRUCTIONS IN ACTION
We are all different. Aren't you surprised?! Therefore, I have prepared two detailed instructions on how to make a Yandex Direct budget forecast.
One is for those who want to do it quickly, and the second is for those who are used to approaching everything thoroughly.
But if your budget is not large or the competition is minimal, then a simple level may be enough.
Lifehack. If you want to post on social networks, you can do this using the automated Aori service. Everything there is quite easy and understandable even for beginners. Just go and register -> Aori
Simple level (basic analysis)
Budget forecastTo get started, you need to have a Yandex account by type [email protected]. If it doesn't exist, then get it.
It's literally 2 minutes. After this, move on to more complex actions. Namely, go to the Yandex.Metrica tab, where you will see 4 possible options for action. You need to select “Budget Forecast”:
Budget Estimation After which you will be transferred to a new tab, overloaded with information.
But once you figure it out, you can independently, quite accurately and professionally determine the budget for your advertising in Yandex Direct.
By the way, it looks quite simple, even for those who see this page for the first time.
Region The first thing you need is to determine the region of your future advertising campaign.
That is, the areas or regions where it will be shown. If you are not a professional, then I really don’t recommend watching “let it be all over Russia.” The data can be very blurry and very inaccurate.
Calculation parameters As a rule, I leave these settings by default, but if you know from , that you only buy from mobile phones once a year, then you can turn them off.
Key phrases And now the most important thing is what the entire budget of your future advertising campaign is based on.
Its calculation is based on the key phrases you enter. Therefore, the more keywords you enter, the more accurate your forecast will be.
To do this, hints of keywords close in meaning are shown to help you.
You can choose them, or you can enter keywords yourself. After you have entered all the necessary keywords, click the “Calculate” button.
Forecast by phrases "Hooray! Actually, this is the entire monthly budget that I need. Oh, he’s not big yet!”, you might think when you see this table.
But its problem is that initially it loads data in what is called a “minimal configuration”.
To get real data and a real monthly budget, you need to click “1st special placement”.
Special accommodation Tadam! And here there are completely different numbers of both clicks and budget, even with completely identical initial conditions such as display region and key phrases.
By the way, the numbers shown with the “1st special accommodation” ticked are your final budget calculation, which you can focus on and build on from.
Of course, it can be smaller (I’ll talk about this below). But at a minimum, it can be taken as the initial data.
Difficult level (detailed analysis)
The first 7 stages that you saw are called “easy level”. It's ideal when you're estimating your budget based on one or more keywords that you know.
Manual counting To do this, you need to find in section 4 “Key phrases” and click the “Select” button, after which you will be redirected to an additional page.
For ease of understanding, we can call it a lightweight version of Yandex.Wordstat for searching and selecting keywords.
Selection of keywords Here you also specify the region where your ad is displayed and enter the main key phrase, which will match you with all the phrases that users search for along with it.
It is advisable to enter the highest frequency word (as short as possible), so the system can provide a larger number of hints.
Hints As you can see, the keyword selector not only gave you all the phrases for the request “buy a hammer drill,” but also tips that you can also use for analysis and budget planning.
All you have to do is select the necessary phrases and tick them. There is no need to be greedy here, take only those that really suit you.
Selection of phrases In addition, I would like to remind you that phrases can be on several pages, so do not forget to scroll through them to remove unnecessary ones and add the ones you need (for example, remove phrases with the prefix “used”).
Then simply add them to the list and press the familiar “Calculate” button.
Calculation In theory, everything will be the same as what you saw before, however, by refining the search phrases you will be able to form a budget more accurately.
Also, don't forget to export the data to Excel if you want to come back to it later or compare it with others (for example, when choosing between two directions).
This is quite simple to do; there is a special button for this, which will give you the following document:
Data in Excel
Important. This method of determining the budget does not take into account at all.
And then you need to multiply the number of impressions by 1% (average conversion to clicks) and by the resulting cost per click after dividing by 3.
You add this entire amount to your main budget and now you know exactly your full advertising budget.
BRIEFLY ABOUT THE MAIN THINGS
It’s not difficult to estimate your budget in Yandex; to do this you need to go to the service, select a region, platform and enter at least the most popular keywords.
Most likely, in this whole matter, you will most likely have questions with the last point - the selection of keywords.
But if you know your clients, you just need to start thinking like them and then these phrases will flow like a river and then predicting indicators will not be difficult.
And I want to immediately please those who saw unrealistically huge amounts. In practice, the resulting budget will decrease by up to 30%.
This depends primarily on the quality of the ads, the acceleration of the advertising campaign (in the first days a click is more expensive, and then the price drops) and several other factors.
In any case, it is better to lay down a bad script and leave a good one as a pleasant addition.
It's no secret that in order to be successful in any field of activity, you need to have an action plan, an idea of what awaits us. This also applies to contextual advertising. In our case, such a plan is Budget Forecast or Media Planning.
Our goal:
Determine whether it is worth going into a niche in a given region;
Find out your budget and possible cost per click.
But you should not assume that you can find out the exact numbers from the forecast result.
In this article, for clarity, I used the “Decomposition 5.rf” service. It is a convenient tool for understanding what you can influence (both at the level of your advertising company and at the level of the sales department) to more successfully promote your business or business, what you should focus on to increase your net profit.
So let's get started.
Why do you need media planning?
First, let's understand what Media Planning is.
Media planning - drawing up media plans (schedules for displaying advertising materials), planning advertising campaigns, the basis of which is the selection of media carriers (TV, press, radio, outdoor advertising, Internet) for delivering an advertising message, as well as optimizing placement according to coverage, cost and other characteristics.
To draw up a media plan or budget forecast in contextual advertising (let’s agree that a media plan and budget forecast are the same thing), the following inputs are required:
Website address or niche description (if there is no website).
Website conversion (an indicator of how effectively your website converts transitions into applications, calls or other targeted actions for you). If you don’t know the site conversion rate, then the average value for landing (one-page) sites is conditionally equal to 5%, for an online store we take 1-1.5%.
So why make a media plan before launching advertising? I want to set it up faster and get some traffic to the site. I agree, but if we consider working on a thread, then this is necessary at a minimum:
Prepare expectations so that you understand that when you launch advertising in Yandex or Google, you will be able to get the following figures (cost per click, number of applications, cost of application).
Budget forecast
We go to Yandex Direct and go to the Budget Forecast tab.
For Budget Forecast you need to complete three steps (select 3 settings).
The first step is to select the region where our advertisement will be displayed.
The second step is that we need to specify the calculation parameters.
The time for which the calculation will be made (week, month, quarter or year);
Platform (in this case on everyone or on mobile);
I also want to clarify that the budget forecast is based on accumulated statistics; if it says 30 days, then these are not the future 30 days, but the past. It doesn't try to predict, it produces a 30-day average in a given region based on the phrases we give it. If we choose not the number of days, but a specific month, it will not be the future month, but the one that has passed.
The third step is we put a list of key phrases for the budget forecast.
To collect a list of key phrases and negative phrases is used
Processing forecast results
So, the system offers us predicted numbers that we can count on if we run ads using this list of key phrases.
In our case, a special placement position with a traffic volume of -100% was selected.
It must be said right away that these are those positions for placing an advertisement on the search that are placed at the top, and those at the bottom.
I would like to emphasize that in fact the system does not see our ads, since they do not exist yet, because of this, the program cannot predict the quality score of our ads, and it does not know what theirs are. It simply gives us some average numbers for the system in a given region over the last 30 days for these key phrases.
So keep in mind that in reality, when we launch a real company, the result is almost always better.
We need to decide in what position we will try to show our ad.
Let's say we don't have 82,296.40 rubles, let's say we have 66,112.70 rubles. per month, then we choose the second special placement with a traffic volume of -85%.
From this report we need the following indicators:
Forecast impressions - 27,792;
Clicks forecast - 3,748.
We will also need a third indicator, CPC (cost per click). It is calculated as follows:
CPC = Budget Forecast / Click Forecast
CPC = 66,112.70 / 3,748 = 17.64 rub.
So we have received our indicators for further media planning in “Decomposition 5.rf”
Decomposition 5.rf is a calculator for calculating your sales funnel. Shows the paths that all your customers take, starting with their first acquaintance with your business. For example, from viewing your ad in Yandex until the moment the client pays you money.
Selecting the "Pay per click" section
We can go (fill in the values) from left to right, make a forecast when we need to understand how much the investment in a new project in a new niche will pay off. Or you have an existing business, and you can understand what results you will get by changing a specific conversion at each stage of your funnel.
Or we can go from the opposite. Set the final goal in money, how much we want to get net per month and see accordingly what values we must achieve at each stage of the funnel, how many clients, applications and traffic flow to the site we must receive in order to achieve our goal.
Example
Let's look at the example of wholesale sales of suits for men. To do this, we previously received the required indicators from the Budget Forecaster.
Our product or service is requested approximately 28,000 times a month (in Yandex). We looked at this indicator from the Budget Forecaster from Yandex, where we took the average cost per click of 17 rubles, set the click-through rate of the ad to 5%, we hope that the advertising campaign will be good.
Let me make a reservation right away: if you have a question about what this or that column means, you simply hover your cursor over the question mark and you will see a tooltip.
So, once we set the CTR, the service showed us the number of clicks we would receive monthly from our impressions. Having set the price per click, we received an advertising budget accordingly, which was obtained by simply multiplying the number of clicks by the average cost per click.
As we can see, the advertising budget is very different from the one we received in the Budget Forecaster, this is due to the fact that many factors are not taken into account in the forecast. Don’t worry, in the future we will understand that by changing the values, we can achieve the indicators we require.
Visitors land on our website or landing page, for example, its conversion is 2% (purchase application, consultation, any target action that you set). We set the conversion (to sales), that is, the efficiency of work (your own or your sales department). Let them close 25% of transactions in this example, set the average check to 25,000 rubles and profitability (what percentage of these 25,000 rubles do you take out for yourself net, after deducting all expenses). For example, if 11,200 rubles remain net, then the profitability will be 20%. We see that a business process with such indicators gives us 11,200 rubles in monthly profit.
It’s not enough, the question arises what needs to be done to make it more, and here you start playing with numbers. You look at what stage you can influence, what you can change.
Find a better offer from suppliers, thereby increasing your profitability to 35%. Notice how net profit has changed.
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It's time to bring clarity and light to the money issue, which is usually talked about in vague terms. In this article we will tell you what the minimum depends on, how to calculate and save it, and how much you will ultimately have to pay for the Republic of Kazakhstan.
What determines the cost of advertising in Yandex.Direct
On fingers:
You have set up an advertising campaign, written ads and launched a campaign. Every time a user clicks on your offer, the system deducts a certain amount from your account. The amount of the charge depends on the auction and does not exceed the maximum cost per click that you have set.
For beginners who have still mastered the intricacies of purpose, automatic strategies are suitable. They will help save time on placing and determining bets.
- “Weekly click package” allows you to receive a certain number of clicks for a set budget. When setting up your strategy, indicate the number of clicks you would like to receive within a week. Direct will extend the display of your ads over 7 days and will try to provide you with the desired number of clicks at the minimum cost.
- “Weekly budget” will help you get the maximum number of clicks for your set budget. You will need to set a certain amount of expenses for the week and indicate what result you would like to achieve in 7 days. The strategy will automatically select the most profitable ones for achieving your goal and display them in the Direct interface every 15 minutes.
- “Average cost per click” will allow you to get the maximum number of clicks per week. But the cost of the transition will not exceed the price you set. This strategy is suitable for advertisers who know how much they are willing to pay for a conversion. The average cost per click is expressed in relation to the weekly spend in the Republic of Kazakhstan and the cost per click, which is charged for clicking on the ad. The minimum average price for a transition in Direct is 0.3 rubles. It will not be possible to set less in the interface. After launching the campaign, the system itself will begin to place bids on key queries so as to attract as many visitors as possible.
The cost of advertising is calculated based on the average cost per click and the total number of clicks. If you use several keywords, you must first calculate the cost of each of them, and then summarize the results.
Let's derive the simplest formula for calculating the cost of a campaign in Direct.
SK= SSK* KK
- SC – campaign cost.
- CCC – average cost per click.
- CC – number of clicks.
Conventionally, this formula can be represented as follows.
I launch an advertising campaign and get 1000 clicks at an average price of 20 rubles. The cost of my campaign is: 1000*20 = 20,000 rubles.
On fingers:
We take the average cost per click for one key phrase from the campaign. Multiply by the number of clicks on this key phrase. We get a budget for the key phrase.
We add up the budget for all key phrases. We receive the budget of the Republic of Kazakhstan.
Let's summarize
The minimum budget in Yandex.Direct consists of three components:
- cost per click;
- number of clicks;
- keys.
What is cost per click
Cost per click is the amount of money you pay Yandex for someone clicking on your ad.
The cost of clicks in Direct is not fixed. It is determined as a result of bidding between advertisers, which is called an auction. You can independently set the maximum amount you are willing to pay per click.
Ad positions are calculated based on bidding - whoever offers more, who has a higher CTR and quality coefficient, will get to the more attractive one.
The cost per click is affected by:
Seasonality of supply
The request “Buy a scooter” is popular in late winter and early summer. The competitive cost per click during this peak is higher than in winter and fall. Read, and you will always be aware of user preferences.
Placement
One of the most popular misconceptions is that places in special accommodation are more expensive than guaranteed ones. Actually this is not true. Sometimes impressions in the 1st place of the guarantee (1st result after organic results) cost 2 and 3 times more than an impression in the 1st place of special placement (the very first line).
The final campaign budget depends not only on the cost per click, but also on the number of clicks. And the CTR for ads at the beginning and end of search results differs. Not all users scroll through the page; many do not reach the offers in the guarantee, so they click on the special placement.
It is definitely impossible to say that ads at the beginning of the search results are constantly clicked on, while those located at the end are not paid attention to. All users have their own characteristics. To some, special placements seem like spam or viral links. Such users purposefully scroll to the guarantee, considering such offers to be more reliable.
You can read about what other pros and cons of different placements in our previous articles:
Advertising effectiveness
The higher the click-through rate of your ad, the lower the cost of displaying it.
You can adjust the budget during the campaign depending on performance indicators. To manage the cost of a click and control expenses, you need to study Direct reports. And to track conversion – Metrica reports. About how to work with Yandex.Metrica reports,
Quality indicators
These indicators are determined by Yandex itself. For advertisers, their nature, although largely mythical, is very important. They influence the increase or decrease in the cost per click.
Let's talk about some of them:
Domain Karma
Key Relevance
The keyword you use must match the title of your ad. You don't have to cram your entire keyword phrase into the title. A match of 2-3 words out of 5 is already good. Let's look at two examples of one ad for the request “Buy an air conditioner with delivery.”
The title must satisfy not only the system, but also the users. Make announcements clear, replace abstractions and amplifiers with facts and figures.
People for whom 15 thousand is expensive may click on an ad with the heading “Inexpensive air conditioners.” They will see the price, they will leave, we will lose money. Facts and figures help to make a cross-section of the desired target audience and formulate user expectations.
Page relevance
The key query should lead the user to a page with the service or product that you advertised. If a person clicks on an ad that sells porcelain sets, then he should be taken to a page with tea sets, and not with dining rooms.
Remember to match the search intent to the content of the page.
Intent is the user's need. The task that he implies by entering this or that phrase into the search bar.
Sometimes the intent is unclear. Even if the phrase with which the user is trying to express his task is part of your SL.
How can this be:
We launched a campaign to sell sets. The semantic core of the campaign contains the phrase “Buy services.”
Here the user enters the request “Buy tableware”, sees our ad and goes to the page with tableware. And he needed tea shops. Few guys will explore the site to find tea shops; usually users close the page and return to the search results, but we get a refusal.
To reduce the number of refusals for such unclear requests, use quick links and cross-follow campaigns.
How to calculate the minimum campaign budget in Yandex.Direct
The easiest way to determine how much money you will need at the beginning of your journey is to use Direct's budget forecast.
In the windows that appear, you will be asked to decide on the region of impressions (1) and download a list of approximate key queries (2).
But to launch a campaign, you will need to collect a lot of keys. Read about that in one of our articles.
The final result of working with budget calculations will be approximate, but sufficient to get an idea of the possible cost of the campaign, click-through rate and the size of bets on a particular site. Read ours to understand all the intricacies.
But the useful tools don't end there.
Weekly budget in Yandex.Direct
The Weekly Budget strategy allows you to set a spending limit for the week and calculate your budget for the month ahead. This is convenient because you can immediately set certain cost limits.
The system will allow you to set the maximum cost per click manually and will offer to use the “Maximum conversion by goal” technology. To do this, you will have to install a metric on the site, set up goals for visitors in it and link it to the campaign.
Daily budget and total account in Direct
What is a general account and why is it needed?
This feature is enabled automatically for all new Direct users. As soon as you register an account, the following message will appear next to the tab with your campaigns.
Connecting a joint account is convenient for managing finances. You don’t have to pay for individual campaigns, top up your balance, or track the amount of funds for each advertising campaign. Ads will continue to run as long as there are funds in the shared account.
It’s very easy to replenish a single account yourself using the same methods as a regular account: by bank receipt, via card, in cash using a payment code, Yandex.Money, using PayPal.
You can also enable automatic payment. With automatic replenishment, the account will be topped up either from your Yandex.Money wallet or from a bank card. But this option is available only to advertisers from Russia who pay for advertising in rubles.
Daily budget: why limit yourself
Limiting the daily budget is a Direct function. It allows you to spend a fixed amount per day on displaying your ads. Yandex has set the minimum threshold for possible expenses at 300 rubles.
You can use the daily budget if you select “Manual bet management” from the list of strategies.
In the windows you will need to indicate the number of expenses per day and select a spending mode from two possible ones.
- Standard. Set by default. If you choose it, your ads will be shown until the limit is exhausted.
- Distributed. This mode will allow you to stretch the specified funds limit over the entire day or for the period that you specify in time targeting.
Calculations are made according to Moscow time, and the limit can be changed no more than three times in 24 hours. Please take this into account if you are running a campaign in a different time zone.
Savings should also be reasonable, and if you set the budget for one day in Direct too low, you risk not receiving enough impressions, and therefore target visitors. Start with the minimum amount that Direct can offer, and then adjust its size as the advertising campaign works.
Proper use of strategies for working with funds in Direct allows you to save money while receiving a considerable response from the audience.
Availability deprives your ads of untargeted impressions and clicks, reduces the bounce rate and has a positive effect on CTR.
They work as follows.
We sell car tires and handle the search for “Buy tires”. We are not interested in showing ads to people who are looking for bicycle tires or medical tires. To only show your ads to your target audience, add “bicycle” and “medical” to your stop words list.
To better understand these things, check out our red button article on using negative keywords, collecting them, and setting them up.
Minimum budget in Yandex.Direct: summing up
The RK price in Yandex is a variable and individual value. The cost of RK depends on the goals. For some, 2,000 clicks a day is not enough, but for others, 200 will suit them.
The minimum budget is influenced by the region, demand for a product or service, competition in the niche and other factors that we have already discussed. Each of them either increases the cost of the campaign or decreases it.
To name the exact amount that it will cost you to launch a campaign in Direct, you need to find out the needs of the advertiser, conduct a preliminary market analysis, determine the audience reach, create KPIs and test the advertising campaign. You can also contact Semantics. Our online advertising specialists will help you create KPIs, calculate your budget and achieve profit.
