Yandex Direct, 6 prices, which one is correct? Set the maximum cost per click at 200-300 or 30-50 rubles?

Question

contextual advertising

When creating an ad 4 prices:

1. "CPC on the first page of search results"
   
2. "Price written off"
   
3. "CPC maximum"
   
4. "CPC on search".
   

And in the "Budget Forecast", 2 more:

1. "Average CPC Forecast"
   
2. "Amount charged"
   

Why is the "First Page CPC" from ads so different from the "Average CPC Prediction" in the Budget Prediction?
The same request, the same targeting settings: 30 (Budget forecast) and 120 rubles (ads).
It is sad. I ran the woofers through the "Budget Forecast", chose those that are cheaper, but more clicks. I upload ads on them, and already in Yandex ads they write much larger amounts per click.
How much will a click cost in the end - 30 or 120?
I read an assumption that Yandex deliberately makes the cost of placement several times higher than the actual cost of a click. And in this case , it is more profitable to put down a high maximum cost per click (200-300 rubles) in order to get into special placement.per click will still be charged 30-50 rubles .
This is true?
Or set the maximum price at 30-50 rubles, and do not care what Yandex writes?

Answer 1

1. There are two prices in the new Yandex.Direct auction - price per position (forecast of the average cost per click, cost per click on the first page of search results) and the actual charge price (charged amount, charge price). The first is a number, equal or greater value of which must be assigned in the column "Maximum CPC" in order to take the desired position. At the same time, if a larger value is assigned, then the "Cost per click on the search" may be lower. And the second is how much will actually be debited from the account, taking into account all the parameters, competitors' rates and other things. That is, sometimes it is not a pity to assign the first value higher if you see that the second value fits into your desired framework. You can see all these values ​​in the interface.
2. The budget forecast is lying. Strongly. The budget is calculated based on the "Amount to be written off" column. In real life, it will be 3-4 times higher.
3. When launching ads, the initial price per position can be very high. After the ad has been moderated and activated, the price drops.

Answer 2

If your budget allows, then put 200-300. But this may make the advertising campaign meaningless.
Example: let's
say 100 people come to you, and only two of them buy something from you in the end. Which by the way is a pretty good indicator for an advertising company.
It turns out 300 * 100/2 \u003d 15,000 rubles to attract one buyer.
What does he have to buy from you so that the advertising company pays off or at least goes to zero?
Suppose you buy something for 1000 rubles, price it 1.5 times and sell it for 1500 rubles.
Thus, in order for your advertising company to at least not be at a loss for you, this person must buy goods from you for 45,000 (this will give you exactly 15,000 of the profit that you lost from advertising).
That is, you will only go to zero. But you also need to cover other costs, in addition to advertising, through the sale of goods / services.
So to begin with, I would proceed from the possibilities.
As my practice shows, if you are not ready to merge at least 50,000 on advertising, then you don’t even have to start.
Another method is also possible:
Bet 50 rubles.
Observe, draw conclusions, increase gradually.

Answer 3

The final price depends on many factors... Competition, keywords, region, etc. There are topics where they are minimal, but naturally competitive ones become more and more expensive each time ...