How to reduce the cost of clicks and what is it fraught with?

Question

Yandex.Direct

Please explain the principle of operation, do I understand correctly that the larger the ctr, the cheaper the click, and if I score a ton of related words on my subject in the YAN or CCM campaign, then the cost of clicks will decrease. will the audience increase and, as a result, the frequency of clicks? But on the other hand, will it lead to an increase in bounces?

Answer 1

Yes, with an increase in CTR, the cost per click can decrease over time (on average after 28 days of running the campaign). But there are several "buts" why your approach will not work:
1. In YAN, CTR does not affect the cost of a click.
2. In YAN and GMS, the accumulated CTR does not affect the cost per click on Search.
3. The accumulated CTR affects the cost of a click on the specific phrase where it was accumulated. The overall quality score of campaigns can also be affected, but much less.
4. High CTR and low cost per click do not provide high conversion on the site. You can get a lot of clicks, but they won't convert.
To reduce the cost per click, you should work on the quality of your ads (while keeping them relevant), the quality of the landing page, the frequency and accuracy of the key phrase.

Answer 2

the more ctr, the cheaper the click

This is not entirely true. The rest you wrote correctly.
My CTR reached 100%, but the cost per click was still quite expensive.