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.

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 beginner sellers and those who aren’t ready 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, increase click-through rates, and boost order growth.

This strategy is suitable for sellers who want to ensure maximum visibility for their products.

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

View forecast for rates

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

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

• Expenses for 7 days show 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 show how many times customers may 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 add products to the campaign. We take the rates of competitors from previous auctions and the number of clicks they received. We analyze them and calculate approximate values 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

You set a rate of 50 RUB. We calculate that you’ll get approximately 275–325 clicks per week. After a day, the forecast is updated: with the same rate, you can only get 230–265 clicks per week.

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

You can check how much the number of clicks increases with the simultaneous product promotion via pay-per-order. Enable or disable promotion in the Pay-per-order field and click Apply.