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Setting up contextual advertising in Yandex Direct: step-by-step instructions Content How to calculate advertising budget Creating an advertising campaign Basic settings of the advertising campaign Setting up groups Setting up ads If you don’t understand what contextual advertising is and how it works, we recommend reading our previous article: it contains basic information about advertising in Yandex Direct. Top 11 Mistakes When Setting Up Contextual Advertising Read also Top 11 Mistakes When Setting Up Contextual Advertising How to calculate advertising budget The most important thing that worries any advertiser before starting work is how to calculate the size of the necessary budget for effective work.


The cost of the budget is formed from several factors: Region of malaysia phone number list ad display. The price per click varies by region: for example, the campaign price in Moscow and St. Petersburg is much higher than in other cities. Keywords and competition in the field. For ads with a high search volume, the bid will be higher, as many advertisers are willing to pay more to place ads for these keywords.



CTR. Yandex has an interest in showing users ads with a high CTR. For ads with a low CTR, it can increase the bid because such placements are not as profitable for it. Seasonality. The number of requests and interest from users depends on the season: for example, the demand for selling corn seeds will be higher in the spring, and for renting snowboards in the winter.


The cost per click is determined during the VCG auction. The algorithm of this auction works almost like a regular auction. Advertisers set a bid. The highest bidder ultimately receives not all the traffic, but only an additional portion that advertisers with lower positions will not receive. Each position is calculated by algorithms using a specific formula, which you can study in detail in Yandex Help.