How to lower the cost per click in Yandex.Direct?

Question

Yandex.Direct

I set up a campaign for one city. The click price is huge - from 800 to 2,500 rubles. Why such a high cost per click and how can it be reduced?

Answer 1

The question may involve very broad explanations, as there may be many reasons for this. You probably use very frequent queries in highly competitive topics, while focusing on special placement. Accordingly, you need to act from the opposite - choose more low-frequency and less popular queries, break them into separate subqueries, try queries from related topics, not disdaining guaranteed impressions.