What are clicks in the Yandex.Direct service?

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Having conducted more than a dozen audits of advertising campaigns for organizations of different levels, we realized that the mistakes that lead to overpayments for a click are the same everywhere. But they can be corrected.


There are simple steps that help reduce the cost per click in Yandex.Direct, and therefore the cost of a request from contextual advertising. Such actions seem obvious, but in practice, they medical practice email list are rarely implemented. In our material, we talk in detail about how to reduce the cost per click.

"Yandex.Direct" is a service for placing advertisements on the Internet. Payment is taken here for clicks, each of which means a potential client's transition to a web resource. As the number of transitions increases, the probability of purchasing your product increases.

What determines the number of clicks on your ad in Yandex.Direct?

Cost per click. The cost per click varies in different areas of activity. This is affected by the number of competitors. Yandex.Direct operates on an auction system. That is, the advertiser who paid the most is shown first.

However, there is an exception, which we will discuss further. Construction and business are very popular topics on the Internet, so the price per click will be much higher than, for example, in the metal detector niche.

CTR is a parameter of your advertising efficiency. It means the ratio of the number of clicks and ad impressions. A normal CTR is 4-5%. A director with a lot of experience can raise it to a very good level - 12-20%. But you shouldn't concentrate only on CTR, because this parameter is not the most important. And for some keywords it is impossible to raise it higher.

Yandex.Direct

What indicators determine the cost per click?

Competition and geolocation

The cost per click varies in different areas, regions and for different search queries. In addition, it is these factors that you pay most attention to when you need to calculate the budget for advertising in Yandex.Direct. For this reason, we put this point first.

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Accumulated CTR and site karma

The higher the CTR, the lower the cost per click. This statement can be accepted only if your advertising campaigns have already been launched. The cost of the transition depends on the CTR, if there is accumulated statistics for 28 days. Thus, if you purposefully work on this parameter, then over time it is quite possible to reduce the cost per click in Yandex.Direct.

What can be said about domain karma? There is no evidence that such a metric exists. However, the following can be assumed: if your site has been sending spam or has had other suspicious actions, this may subsequently increase the cost per click.

Ad quality

This does not mean increasing clickability, since this parameter does not affect CTR if campaigns are launched for the first time. The quality of ads can be influenced by using various "tricks" in them. This will have an effect already during the first impressions. With the help of such tricks, it is possible to reduce the cost of transition at the initial launch stage.