Why is the cost per click different?

Question

contextual advertising

Why are there the same prices in the directive itself:

and in budget forecasting from the same Yandex, they are different:

for the same request.
With 100% traffic volume, the price charged is 638 rubles per click, and in the forecast it is 210.
Why is that? Who to believe?

Answer 1

1. A forecast is a forecast.
2. The forecast is the average value for the last 30 days. In the interface - what is happening at the moment.
3. When campaigns are launched for the first time, the figures for the cost per volume of traffic may be inflated. After a few hours they are back to normal.
4. The cost per volume of traffic is highly dependent on your ads, site, compliance with requests.
In general, the screenshots do not show whether you have identical conditions in the forecasting tool and already in the campaign. Regions, query matching accuracy.
Believe, of course, the interface. And, the more queries you use for forecasting, the closer to reality the final average figure for the budget and cost per click will be. But even in this case, seasonal factors should not be excluded.