Yandex Direct will change the rules on how adjustments are applied in the “Maximum clicks” strategy. The update will take effect on September 4, 2023. Adjustments will work according to the general logic in all strategies. At the beginning of 2022, Yandex Direct changed the rules for the “Maximum Conversions” strategy.
From September 4, the logic of the “Maximum Clicks” strategy will start working similarly to the “Maximum Conversions” strategy. For example, with an adjustment of +100% and a target cost per click of 10 rubles, the average cost for clicks from desktops will be 20 rubles, for other devices – 10 rubles. If the campaign receives the same amount of traffic from desktops and other devices, the total cost per click for the entire campaign will be 15 rubles.
The new logic will work for both down and up adjustments.
According to Yandex, the changes will make it easier to predict how the adjustments will affect the cost per click, both in the slices to which they are applied and in the whole campaign. In addition, the strategy will be able to go beyond the set cost per click and bring clicks from users from more valuable segments, taking into account the specified adjustments.