Why is the direct advertising campaign forecast disproportionately different in terms of price and amount of traffic?

Question

Yandex.Direct

The screenshot shows that for the traffic of 9 people per week you will have to pay 309 rubles, and for 62 people 7406 rubles. Those. in the first case, the transfer of one person costs 34 rubles, and in the second, 119, i.e. 3.5 times more expensive.

Or here is another forecast of clicks everywhere 1 pc. but the prices are different.

Answer 1

Because in Yandex.Direct, ads are displayed according to the VCG auction model. Advertisers evaluate and bid for each ad position for each query. Accordingly, all prices for individual requests (targeting) will differ from each other, since among them there are more interesting and less interesting ones. And within the same request, the price for different positions may differ, since the first positions are valued much higher, since they are usually more effective for the advertiser. In low positions, with less than 15 traffic, ads on the first page are not guaranteed at all.