Deus Vult

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Automatic strategies for managing advertising campaigns in Yandex Direct are regularly improved and become more and more effective. Their main task is to simplify the user's interaction with the system, to achieve the best return, minimizing the effort of setting up. To receive a flow of potential customers, you do not need to delve into statistics and web analytics. It is enough to choose the appropriate strategy and trust modern powerful algorithms.
One of the recent innovations in Yandex Direct was the emergence of a new automatic strategy with social media marketing service payment for conversions. This model allows you not to waste time on preliminary statistics collection and experiments, and to pay only for target actions on the site (with manual management, you have to pay for clicks on advertisements).
To use the "Payment for Conversions" model in Yandex Direct, you must meet the following conditions:
the Yandex Metrica analytics system must be pre-configured on the web resource, taking into account the setting of fixed goals (conversions);
at least 10 conversions are recorded weekly for “focus goals”, i.e. those that the advertising system will work with in the future;
the upper limit for conversion is set at 5,000 rubles (maximum price);
the advertising budget is sufficient to pay for at least 20 conversions (for example, if the cost is 500 rubles/conversion, then there must be at least 10,000 rubles in the account).
To set up the Conversion Optimization model, you need to create a new advertising campaign, connect the counter and select this value as the optimization parameters.
And here you can set limits on the average conversion price or weekly budget.
Once you reach the line “Optimize by goal”, select the goal you are interested in.

The Yandex Direct system offers markers-hints for goals, which should help with choosing a focal goal for accounting for conversions. The colors and meanings of the markers are presented below:



red – less than 10 conversions are achieved/performed per week;
yellow – from 10 to 20;
green – more than 20.
You can select only one target action per campaign. This could be: purchasing a product in an online store, clicking a button, sending a request, visiting a specific page of a website (for example, with a promotion), following a link, downloading and installing a program (application), sending a message via online chat, etc.

Initially, the conversion optimization model was developed for the needs of small and medium businesses. However, experiments and studies have demonstrated its suitability and relevance for large companies.

However, the effectiveness of a model can only be objectively judged after personal experience and its application directly in the niche you occupy. For this reason, it makes sense to conduct such an experiment and a visual comparative analysis in your advertising campaign, which will immediately show the effectiveness and relevance of the model or their absence.
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social media marketing service

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