What determines the cost of a click in the new Yandex.Direct company?

Question

contextual advertising

Good afternoon.
We stopped working with a large Moscow campaign that was responsible for contextual advertising (Yandex.Direct).
Created a new account. Rewrote ads. Content is the same as it was.
Yandex.Direct shows the cost per click for entering special placement 1.5 times higher than for the same requests in the previous account.
Those. the domain is the same, the ads are the same. New Yandex account. The price is different.
The CTR of past ads is large (10-20%).
Why does it depend? Just because, roughly speaking, we are recruiting CTR again or do large organizations have a discount (special price)?
May be something else?

Answer 1

Yes, accumulated CTR matters a lot. Especially if he is as tall as you write.
Also, if the ads, target links (not only the domain) and queries are really the same, then the time of day when you measure the cost of a click may also affect - it will change constantly throughout the day. In addition, the interface may show slightly inflated bids before launch, which may decrease after the campaigns start. Therefore, I advise you to compare the average cost per click of campaigns from the new account with the old one. And if it is higher, then yes - this is the CTR, wait about 4 weeks.

Answer 2

as colleagues rightly noted, CTR affects the bid, and if you copied ads without transferring CTR, the bid will be higher. You can transfer the accumulated CTR for campaigns in which ads were shown for 20,000 rubles per month or more. It is done through the Yandex support service.
Also, the rate is affected by the fact that for some time you dropped out of the auction and another advertiser took your place.
As it is correct, with proper management, within a month you can return the rates.
If the issue is not resolved, you can contact me for advice, I will be happy to help.