Pay-Per-Click Rate

Rate

The rate is the amount at which a product participates in the auction to be displayed higher in search results. 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 a customer clicks on the PDP in the placement, we deduct the amount from the weekly campaign budget.

Learn more about the weekly budget

Minimum rate

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

If you increase the price so much that the product moves to a different price segment, the minimum rate also increases.

Example

You’re promoting an ottoman worth 2,300 RUB with a minimum rate of 8 RUB. If you decide to increase the price to 2,800 RUB, the product moves to a different price segment and the rate increases to 11 RUB. This is the minimum value for the new segment.

If the price segment changes due to the product price decrease, your rate remains the same as it’s already higher than or equal to the new minimum.

Rate management strategies

If you have a debt, the “Average cost per click” strategy is unavailable for new campaigns.

Average cost per click

You set the rate you’re willing to pay on average for each click on the PDP. Then, the system selects a rate based on the competition level, and maintains the average cost per click at your level. This allows the product to reach higher positions in search results if it requires a rate higher than the one you set. If a lower amount is sufficient to win the auction, we reduce the rate so you don’t overpay.

It takes time for the algorithm to adapt to the competition level and select the optimal rates. Therefore, at the promotion beginning, the average cost per click may differ from the one you set. Once the product receives 50 clicks, the difference between your rate and the charged amount doesn’t exceed 10%. Avoid changing the rate frequently and pausing the campaign for more than 2 days. Otherwise, the training process starts from the beginning.

The strategy is suitable for any products.

Example

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

Auto-strategy

The system automatically selects and updates product rates to get the maximum number of clicks within the weekly budget. You can’t set rates on your own with this strategy.

Auto-strategy is suitable for any products of beginner sellers and those sellers who have no opportunity to monitor changes in competition and order dynamics.

Getting to the TOP

The system selects rates so that your product wins as many auctions as possible by appearing in the top 12 positions in search results. This helps attract customers, boost click-through rates, and increase orders.

The strategy is suitable:

• Only for products with sales history, reviews, and high rating. For new products, the strategy is ineffective: it results in high costs and few impressions. In this case, we recommend choosing “Auto-strategy” or “Average cost per click” strategy.
• For sellers who want to raise or keep their products in high positions in search results.

Change rate

In campaigns with the “Average cost per click” strategy, you can change rates at any time.

Learn more about changing rates

When setting rates, focus on competitive values.

Calculating competitive rate