In Ya.Direct, what number should you look for in order to understand how much you will pay per click?

Question

contextual advertising

Good day to all! )
Could you, please, tell a couple of points to a person who is still fresh in Direct:
1. What number to focus on in order to understand how much you will pay per click (in the forecast of the Direct budget or where you can see it more accurately)?
2. What is the difference between the average CPC forecast and the amount charged in the budget forecast?
3. Why such low rates and it seems to me that they are not true in the screenshot?
4. Why are there many similar values ​​of 0.05 in the average CPC forecast and the amount charged?
Thanks a lot everyone for the replies!

Answer 1

Hello Andrey.
1. Since last August, in Yandex.Direct auctions, the bid per phrase has been divided into two digits - recommended and debited. The first is the bet that needs to be assigned in order to take a certain position. The second is how much in reality will be deducted from the account per click. Thus, using the budget forecast from Yandex, you should be guided by the "Write-off rate" column.
Yes, Yandex's forecast is far from ideal and gives inaccurate figures for the cost of a click and clicks. But that's all there is to predict at the moment. In reality, you need to understand that when compiling a competent campaign, the rates will be significantly lower than predicted.
2. Forecast average cost per click - this is just the recommended rate for taking a position. Written off - what will be written off in reality.
3. I will assume that you have not chosen the largest region for the forecast. There are not many competitors, so the rates are not high. It also plays that your requests are very general, not precise, not "commercial". For such competent advertisers do not like to be placed.
4. Again, a small number of competitors for these phrases in this region play. As well as their strategies. As a result, by assigning a bid sufficient to simply enter special placement, you will immediately get to the first position with the "Highest position" strategy.

Answer 2

did you play thimbles? Or maybe you've seen them play? the very moment when the victim, who decides that he will definitely follow the ball, takes out the money: "woman / man, do you have your own money?"
here is the same

Answer 3

It should also be taken into account that the cost per click shown in the Yandex forecast and the cost per click for the same key request after the ad is created will be different.
The cost of a click is affected by the content of the landing page (if you sell a Kama bike, the minimum bid will be for the "Kama Bicycle" page, and for a catalog page with all brands of bicycles, the price will be slightly higher.
Domain karma also affects the click price if the site is new and was not previously advertised in Direct, then the cost per click will initially be higher than the old site.If
you do the campaign correctly, the actual budget will be 30-40% lower than the budget forecast.If
you need, I can help set up an advertising campaign, write to mail [email protected]