The difference between the click price and the Yandex.Direct written-off price
Posted: Wed Jan 29, 2025 3:07 am
After assessing the expected costs of a campaign in Yandex.Direct, please note that the program will show you not only the average cost per click, but also the amount that the service will write off for each click. And sometimes these are very different figures.
A simple example: there was a time when in Moscow and the Moscow region a click on the query "accounting outsourcing" cost 1031.3 rubles, while the system wrote off 217.8 rubles for each click. The difference is noticeable, but what should advertisers focus on? How to find out the actual cost of a click, what budget to prepare for the campaign, what amount to set in the Yandex.Direct settings? Here you should figure out why there are two numbers and what each of them means.
The first is the predicted average click usa email list price, and it is this that needs to be specified in the settings to reach a specific search result position. That is, if you want to appear in the "Special Placement" section for a given query and be in the very first position, then enter the number 1031.3 (not lower) in the settings.
Remember that the rates at the auction can fall and rise, because the participants are fighting for the best positions. And here you need to constantly keep your finger on the pulse, so as not to fly away from the first lines.
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The second figure is the amount that the system actually writes off from the advertiser for each click on their ad. In this particular example, the client set the bid of 1031.3 rubles for the first position in the "Special Placement" section in the settings, but in reality, they pay only 217.8 rubles for each user who visits them. This is great, but there is a downside. The thing is that it is not so easy to get a good flow of traffic for a low price.
Example: let's say a company provides accounting services, and calculations have shown that the maximum it can pay for a click with benefit to itself is 220 rubles. And let's say the auction situation is such that in order to get the most traffic (and clicks) it is necessary to bid 1031.3 rubles (to get to the first position in the search results).
If the system writes off no more than 220 rubles, it is profitable for the advertiser. But the amount can increase, because the rates at the auction are constantly changing. And paying more (250, 300 rubles) is already a loss for the client, and if he does not quickly get his bearings and does not notice this growth, then his money will go down the drain. Well, there is no point in initially declaring a rate of 220 rubles, as we would like: then you will not even be able to enter the "Guarantees" block.
A simple example: there was a time when in Moscow and the Moscow region a click on the query "accounting outsourcing" cost 1031.3 rubles, while the system wrote off 217.8 rubles for each click. The difference is noticeable, but what should advertisers focus on? How to find out the actual cost of a click, what budget to prepare for the campaign, what amount to set in the Yandex.Direct settings? Here you should figure out why there are two numbers and what each of them means.
The first is the predicted average click usa email list price, and it is this that needs to be specified in the settings to reach a specific search result position. That is, if you want to appear in the "Special Placement" section for a given query and be in the very first position, then enter the number 1031.3 (not lower) in the settings.
Remember that the rates at the auction can fall and rise, because the participants are fighting for the best positions. And here you need to constantly keep your finger on the pulse, so as not to fly away from the first lines.
Recommended articles on this topic:
Company Marketing Plan: Double the Company's Profits
KPI for the sales department: how to calculate and implement
How to get 3 times more clients for 2 times less
The second figure is the amount that the system actually writes off from the advertiser for each click on their ad. In this particular example, the client set the bid of 1031.3 rubles for the first position in the "Special Placement" section in the settings, but in reality, they pay only 217.8 rubles for each user who visits them. This is great, but there is a downside. The thing is that it is not so easy to get a good flow of traffic for a low price.
Example: let's say a company provides accounting services, and calculations have shown that the maximum it can pay for a click with benefit to itself is 220 rubles. And let's say the auction situation is such that in order to get the most traffic (and clicks) it is necessary to bid 1031.3 rubles (to get to the first position in the search results).
If the system writes off no more than 220 rubles, it is profitable for the advertiser. But the amount can increase, because the rates at the auction are constantly changing. And paying more (250, 300 rubles) is already a loss for the client, and if he does not quickly get his bearings and does not notice this growth, then his money will go down the drain. Well, there is no point in initially declaring a rate of 220 rubles, as we would like: then you will not even be able to enter the "Guarantees" block.