Key phrase frequency

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The size of the budget required to launch a campaign also depends heavily on the demand for keywords — the higher the frequency, the more expensive the advertising. You can view the average bid for keywords using the same Budget Forecast tool.

For example, we took two commercial queries with different frequencies, which we will consider in one region - Krasnodar Krai. The high-frequency query will be "buy a gas stove", and the low-frequency query will be "buy a Gefest gas stove".

In the first case, the average bid for a key request in the region will be 178.90 rubles with 100% traffic. According to the forecast, the number of impressions was 5,709, the number of clicks was 647, and the promotion budget was 11,516.60 rubles.

Cost of promoting the query "buy a gas stove" in Krasnodar Krai

For a low-frequency key with 100% traffic volume, the rate will argentina consumer email list remain at 183.20 rubles. At the same time, the number of impressions is predicted to be up to 624, and the number of clicks - 89. The promotion budget in this case will be 1,806.70 rubles.
Cost of promoting the query "buy a Gefest gas stove" in Krasnodar Krai

To save your budget and reduce competition with large brands, it is better to promote using low-frequency queries. This will improve the quality of traffic, as interested leads will come to the site.

Traffic
In Yandex.Direct, you can select the traffic volume - 100, 85, 62, 9 and 5. The selected option determines the number of ad impressions for queries, clicks and CTR of the ad. The maximum indicator provides the traffic volume that is typical for permanent ads from the premium display block. When calculating the budget with an already formed core, you can divide the traffic volume depending on the priority of queries, which will save the budget.

Rates
When setting up a campaign in Yandex.Direct, bid management is set to the standard auto strategy. To manually adjust prices, you need to switch to the Expert Mode.

The Yandex.Direct algorithm selects rates calculated based on previously entered parameters in the campaign settings. During manual management, daily rates can be set independently, but the system still sets limits in advance, for example, from 80 to 160 rubles. In this case, effective campaign management requires constant monitoring, rate adjustments and budget expenses.

Yandex.Direct algorithms will be able to collect information on the current campaign and stabilize rates in 2-3 weeks. In manual mode, you can immediately set the desired rates, but this requires knowledge and extensive experience.