Rates and written off price

[subornaakter20]

In the advertising campaign interface, as in the Direct "budget forecast", the average rate forecast and the amount written off are displayed - what is the difference and what should be guided by? The question is critical for many - the first price is usually several times higher than the second and is frightening in its size.



Let's try to explain in simple language the difference between these parameters, based on the algorithms of the advertising system and practice.


Rate forecast
This is the amount that must be placed to high school coaches email list participate in the auction and receive a certain amount of traffic.

Predicted bids are based on the presence of competing ads, their bids, predicted CTR, and ad quality score.

The auction is held for each keyword and each time a user creates a search query.

Read also!

"Lead generation - what is it? Basic methods and how to manage them"
Read more
The rate is predicted based on the number of competitors, and then when the advertising campaign gains positive statistics and the system determines its quality, the rate will also take into account the quality of the advertisements.

Rates and written off price

The numbers go in a column, each bid corresponds to a key phrase and traffic volume.

Auction and traffic forecast

Now let's look at two concepts:

auction;

traffic forecast.

Here is an example of an auction. Here is the dependence of the rate and the volume of traffic.

Auction and traffic forecast

The auction is calculated using a complex formula, which includes not only the bid, but also the quality of the ad (for Yandex, the main criterion is CTR).

The conclusion is simple: the more effectively you create an advertising campaign, the less you will pay.

Increase Your Profits by 10X: 5 Key Metrics You Must Track
Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
Read more posts on my personal blog:

After working with over 300 online projects , I can guarantee: monitor these metrics weekly and your company will not only survive, but also increase its profits by 10 times!

In the context of sanctions and crisis, knowing the ROI of your advertising decides whether your business will be successful. Tracking these 5 critical indicators is the key to your prosperity.

What you get for free:


5 Key Metrics to Increase Profits by 220%


The Secret ROI Formula: Instant Advertising Efficiency Calculator


Anti-crisis Solutions Matrix: Find the Perfect Strategy for Your Business in 15 Minutes

We have prepared all the documents and templates with formulas for you. And yes, it is FREE:

Download documents for free
Already downloaded
153442

Traffic volume

Traffic volume is a value that is directly proportional to the clickability of the ad placement.

The calculation takes into account the structure of the ad (headings, text, extensions, virtual business card), the number of ads in the block and the location of the ad in the search.

For example.

Premium impressions 4 places, first place traffic volume 100, and second, third and fourth - 85, 75 and 65 respectively.

But the traffic volume can be more than 100, this can happen when the ad is shown in an extended format, for example, quick links will be with descriptions. In this case, the ad will be more noticeable and, accordingly, more clickable.

It is not necessary that it will take first place; it may also be in second place, only in a more expanded format.