“How much does advertising cost in Yandex Direct? What budget do you need for Yandex Direct?” – these are the most frequently asked questions from clients who first contact us for advertising in FireSEO. In this article, we will tell you what the cost of advertising in Direct consists of and approximately how much it will cost your company.
- What is the cost of advertising in Yandex Direct
- How much does it cost to set up Yandex Direct
- How much does it cost to advertise in Yandex Direct?
- What is the budget needed for advertising in Yandex Direct
- Resume
If you would like to have a media plan drawn up for your company, please contact us .
What is the cost of advertising in Yandex Direct
The cost of advertising in Yandex Direct consists of three parts:
- The cost of setting up campaigns is a one-time payment;
- Cost of maintenance – paid monthly;
- The amount that is directly spent on impressions/clicks in the advertising account is spent constantly while the advertising is running.
You pay the first two parts to an agency or freelancer who sets up and runs the ads. You can also set up campaigns yourself, in which case you can save money. If you are self-employed or have a micro-business with a very limited marketing budget, it makes sense to save money and set up the ads yourself. The main thing is to do it wisely and not trust Yandex’s automatic settings, otherwise you can easily lose your budget without getting anything in return.
The third part of expenses is the money that you pay directly to Yandex and for which you receive impressions, clicks and conversions.
We will consult for free, prepare a detailed media plan and a commercial proposal within 1 day for Yandex Direct contextual advertising. With a budget of 500 thousand rubles – management is free. Contact us using the contacts .
How much does it cost to set up Yandex Direct
There is no standard price, everything depends on the impudence and fame of the freelancer or agency you are contacting, as well as the volume of work. The price for setting up one campaign for a regional company, where you only need to create a few ads, and for a store with dozens of product categories will be completely different.
At FireSEO, for example, the cost of setting up Yandex Direct starts at 30,000 rubles. Before determining the price, we ask clients to fill out a brief, then study the specifics of the niche and the customer’s business goals, draw up a strategy and calculate the cost of advertising – separately the cost of setting up, running and the advertising budget. Clients receive a media plan with the types of campaigns that we recommend launching, and with a forecast of impressions, traffic and conversions.
Other agencies may have lower prices, from 12-15 thousand rubles, to several hundred thousand rubles, if we are talking about a well-known agency and there is a lot of work on the project.
Freelancer services start from about the same 12-15 thousand rubles. Sometimes it is cheaper, but you should be careful with too low rates – it may be an inexperienced specialist, on whom you will save a couple of thousand rubles, but lose much more when you waste your advertising budget, time, and then order the setup again from more experienced performers.
How much does it cost to advertise in Yandex Direct?
First, let’s define what leading is.
There are exceptions, but usually a one-time ad setup is not enough for it to work stably and bring results. You need to test different formats and settings of campaigns, keywords, ads, etc. until you find the settings that will give you stable results. And if you find them, you still need constant attention to maintain the results, because there are external factors that affect the effectiveness of advertising and that are constantly changing – the actions of your competitors, Yandex Direct algorithms, seasonality, etc.
In fact, advertising includes (but is not limited to):
- Testing different campaign formats (search advertising, YAN, smart banners, display advertising and others);
- Testing different advertising strategies and settings;
- Testing and tracking performance across keywords, ads, audience segments by gender/age/solvency, devices, regions, etc.
- Manage bids and budgets;
- Testing new features that regularly appear in Yandex;
- Report preparation;
- Search for new growth points.
To put it simply, the goal of advertising is to optimize advertising so that you get as many results as possible within your budget.
The cost of management depends on where you order advertising and the volume of work. Some contractors take 10-15% of the budget, others take a fixed fee. We take a fixed fee, which we calculate in advance for the customer.
What is the budget needed for advertising in Yandex Direct
When calculating the budget for Yandex Direct, they usually start from the cost per click.
The cost of a click in Yandex.Direct is affected by the region, the platform where the ad is shown, the niche, and the correctness of the campaign settings. The more expensive the niche and region, the more expensive the clicks in the ad.
For example, advertising a private kindergarten in Moscow on Yandex search can cost 500-700 rubles per click ! And for a click on an inexpensive product somewhere in Samara in the Yandex advertising network (YAN) can cost 5-7 rubles.
In some cases, we pay only for conversions (sales or applications), from 30 to several hundred or thousand rubles.
| What does the cost of advertising consist of? | Price | Payment frequency |
|---|---|---|
| Setting up advertising campaigns | From ~12-15 thousand rubles to hundreds of thousands of rubles | Paid once |
| Advertising support | From ~10-15 thousand rubles to hundreds of thousands of rubles | Paid monthly |
| Advertising budget | Calculated individually for each advertiser | All the time while the ad is running |
How to predict the cost per click in Yandex Direct
There is a special tool for predicting the click price . There you need to specify the region, period, and keywords, and the tool will try to predict the traffic volume and the average click price.
However, it has several peculiarities. One belarus phone number library of the most unpleasant is that it is very inaccurate. We have compared Yandex forecast with real statistics of our campaigns many times and on average it turned out that the predicted click price should be increased by 40% , then +/- will be the real click price.
Another difficulty is that you need to have a list of keywords and negative keywords to correctly estimate the number of impressions and clicks. In some cases, this is not difficult, but sometimes campaigns use thousands and tens of thousands of keywords. Such a number of keys cannot be checked, at least due to the tool’s limits, so the forecast is even more approximate.
But the main, perhaps, disadvantage of this tool is the ability to predict impressions and clicks only on search . And search campaigns are just one of many advertising formats in Yandex. In addition to them, text and graphic ads in YAN, smart banners (product advertising based on a feed), campaign master, media formats and others are also often used.
How to forecast a media campaign budget
Forecasting a media campaign (where you pay for banner or video impressions) is much easier. Go to the Direct advertising account, click “Add” > “Campaign” and select one of the media campaign formats:
Next, during the setup process, you can select 6 essential features to look for in an influencer platform the platforms, audience, desired number of impressions and other settings and see what budget you will need.
All this can be done without replenishing the balance. But we do not recommend launching a media campaign without the support of an experienced contextual advertising specialist – you can very easily spend a 6-7-digit budget and not get any measurable results.
How to predict the cost per click in YAN
There are no ready-made tools for forecasting traffic and click prices in YAN . We make our forecasts based on our experience working with different niches in different regions, as well as on the customer’s goals and budget, and they are usually 85-90% accurate.
There are also no tools to forecast traffic and budget for smart banners, master campaigns and dynamic search ads. For this reason, forecasts from different agencies often vary greatly.
To calculate the budget for contextual advertising, it is also necessary to define business goals. It is impossible to answer the question “how much is needed for advertising” if there are no specific goals.
For example, if the goal is to receive 100 applications per month for the customer’s services, and we know (based on the customer’s statistics or our other clients in this area) that one application can be received for 800 rubles, then the monthly budget will be 80,000 rubles + the cost of management.
Goals can also be unrealistic. For example, if a customer wants applications for 300 rubles where one click alone can cost 200 rubles, and the conversion into applications will be only a few percent, then we initially refuse to cooperate.
Sometimes there are no specific goals, but there is a certain budget from which you want to “squeeze” the maximum and there is a rough understanding of how profitable it is to receive applications or sales. In such cases, we launch advertising for the most targeted audience and optimize campaigns as statistics are collected.
If you want us to calculate your advertising ca cell numbers budget for you, contact us and we will prepare a media plan in 1-2 business days.
Resume
So, how much advertising costs in Yandex Direct depends on the cost of setup, management and advertising budget.
The cost of setup starts from 10-15 thousand rubles and can reach several hundred thousand in the case of large projects that require a lot of work.