Pay-Per-Click rate

If you choose auto-strategy, the system will automatically select and update rates to maximize the number of clicks for the product. You won’t be able to set your own values with this strategy.

Rate

The rate is the amount at which the product participates in the auction to be displayed in higher positions in search. Depending on the strategy chosen for the campaign, the system either fully manages the rates or focuses on the rate set by you and maintains the average cost per click at this level. When the customer clicks on the PDP in the placement location, we deduct the amount from the weekly campaign budget.

Pay-Per-Click minimum rate

The minimum rate depends on the category, the product price without promotional discounts, and the chosen placement location:

If the price increases so much that the product moves to a different price segment, the minimum rate will also go up.

For example, you are promoting a cushion worth ₽2,300 with a minimum rate of ₽8. If you decide to increase the price to ₽2,800, the product will move to a different price segment, and the rate will become ₽11, which is the minimum value for the new segment.

If the price segment changes due to a decrease in the product price, your rate will remain and won’t be automatically reduced since it’s already higher or equal to the new minimum.

Rate management strategies

Average cost per click

You set an average rate that you are willing to pay for each click on the PDP. The system selects the rate based on the level of competition and maintains the average cost per click at the level of your value. This will allow the product to take the chance of getting to higher positions in search results if a greater rate is required. And if a lower amount is enough to win the auction, the rate will be reduced so you don’t overpay.

To adapt to the level of competition and select optimal rates, the algorithm needs time for training. Therefore, at the beginning of the promotion, the average cost per click may differ from the one you set. When the product receives 50 clicks, the difference between your rate and the amount to be charged won’t exceed 10%. Try to change the rate as infrequently as possible and don’t pause the campaign for more than 2 days to avoid restarting the training process.

Example

You set the rate to ₽10. During the training period, the cost of some clicks may vary from ₽7.5 to 30. As soon as the product receives 50 clicks, the average cost per click will be around ₽10 and won’t exceed ₽11.

Auto-Strategy

The system automatically selects rates for products in the campaign and recalculates them every hour. To win as many auctions as possible and receive the maximum number of target actions within the weekly budget.

Auto-strategy is suitable for beginner sellers and those who are not ready to monitor changes in competition and order dynamics.

How to choose a rate

In the campaign with the Average Cost per Click strategy, you can change rates at any time.

Learn more about editing rates

When setting rates, focus on competitive values.

How a competitive rate is calculated

If the product hasn’t participated in auctions before, we act the following way:

1. We look at how many times products from all sellers in this category have participated in auctions, how many impressions they received as a result of promotion, and what the median rate was for all items in one day.
2. Based on this data, we create a graph that shows how the chances of winning an auction change depending on the rate.
3. In this graph, we find a rate where the chance that the product will be displayed is 50%. This value will be the competitive rate.

If the product has participated in auctions before, the calculation will be different:

1. We view all auctions in which the product participated over the past 7 days.
2. For each of them, we determine what minimum amount was needed for the product to take the placement location.
3. We calculate the median of all these minimum rates. It will be the competitive rate.

View the forecast by rates

You can only view the forecast for campaigns with placement in Search.

On the campaign page, click on your product rate value. The scale with promotion results and approximate figures that can be achieved with this rate will be displayed:

• Expenses for7 days — how much you can spend on promotion.

  To get the metrics from the forecast, consider the weekly expense for each product in the campaign.

• Clicks for 7 days — how many times customers can click on your PDP.

Move the slider along the scale to change the rate and compare the promotion results.

The forecast is calculated the next day after you have added products to the campaign. To do this, we take the rates of competitors from previous auctions, the number of clicks they received. We analyze them and calculate approximate figures that you can refer to when setting rates for products.

We recalculate the forecast once a day, so the data may differ from one day to another. Check it daily and adjust your rate so that you can achieve the desired results.

Example

Based on your rate of ₽50, we’ve calculated that you will receive approximately 275-325 clicks over the week. A day later, after recalculating the forecast, at the same rate, you can only get 230-265 clicks over the week.

We won’t be able to calculate the forecast for one or more metrics if there isn’t enough statistics for your product, for example, if the product has few views or clicks.

You will see how much the number of clicks will increase with the simultaneous product promotion via Pay-per-Order. You can enable or disable promotion in the Pay-per-Order field, then click Apply.