How to reduce the order price?

Question

Yandex.Direct

What can be ways to reduce the cost per click on Yandex.Direct?

I reached an average of 200 rubles for the company, I hang out in the third / fourth position.

Tried queries in quotes. There, in general, I raised the rate to 400 rubles, but there is no traffic.

Answer 1

Improving ad relevancy, landing page quality, and increasing CTR are the initial ways.
And then think about whether you really need clicks on these requests, if they do not pay off.
And cost per click is not the same as cost per order. Maybe you can reduce the cost of the order itself at the same price of the transition.