Is it worth dividing contextual advertising into cities if the client works for the entire Russian Federation?

Question

contextual advertising

Got a client who works for the whole of Russia, i.e. based in one city, but delivers to any region. Requests that his ads be shown everywhere.
How to set up the Republic of Kazakhstan in such cases, is it worth bothering with each city separately, or not?

Answer 1

Although the cost per click is different, you will not pay more in the region than the price per click from competitors.
For example, you set a CPC for an ad - 15 rubles. At the same time, in Moscow they can really charge you 15, but in Chelyabinsk - 7. It depends on the competitive situation. Even earlier, Yandex had an "auto-broker" function, which automatically adjusted the cost per click in different regions. Now this feature has become built-in and mandatory.
And with regards to your question, that is, there are cases when it is worth breaking. For example, if ads are shown by time, then each region has its own time zone. And it would be better to break them down by time zones.
I have had cases when I divide campaigns according to the following principle: the client has two offices (one in Moscow, the other in Novosibirsk). In this case, campaigns are best broken down by proximity to each of the cities.
In general, everything is individual here)