How to set bids in YAN

How to set bids in YAN

Creating and running a campaign on the Yandex Advertising Network is much easier than on search. Problems begin later ...
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Julia Digital marketer


Printed 2021-10-20

Creating and running a campaign on the Yandex Advertising Network is much easier than on search. Problems begin later ...

Features of bidding

  • Bets in the YAN do not affect the position, but the coverage of the sites
  • Even with a small bid, you can receive impressions and clicks
  • Data in the Yandex.Direct interface is conditional and does not always reflect reality. 

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In this example, the statistics are sufficient, but the auction will not overheat, and Yandex will adequately display the estimated coverage


Sometimes YAN does not have enough data to calculate the estimated coverage and based on your bet. In this case, you will see dashes in the interface. This does not mean that there will be no impressions! It's important in this case to make some reasonable bet anyway, without leaving the fields empty. 


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Case when statistics for a keyword are not enough. You still need to bet manually! 


Another interesting case is an overheated auction. If some advertiser (or several) strongly bid up in the YAN, then the rate for reaching 100% of the audience will be high, and the rates for reaching 50% and 20% of the audience may remain low. Unfortunately, this is an illusion: if you set the cost per click based on the data in the Yandex interface, there will be no impressions in most cases at all! 


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A case of an overheated auction. Impressions at a rate of 7 rubles in fact will not be! In order to receive impressions, the bid must be close to the maximum in order of magnitude (at least 30..50% of it)



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