Let's try to explain in simple language the difference between these parameters, based on the algorithms of the advertising system and practice.
Rate forecast
This is the amount that must be placed to participate in the auction and receive a certain amount of traffic.
Predicted bids are based on the presence of competing ads, their bids, predicted CTR, and ad quality score.
The auction is held for each keyword and each time a user creates a search query.
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The rate is predicted based on the number of competitors, and then when the advertising campaign gains positive statistics and the system determines its quality, the rate will also take into account the quality of the advertisements.
Rates and written off price
The numbers go in a column, each bid corresponds to a key phrase and traffic volume.
Auction and traffic forecast
Now let's look at two concepts:
auction;
traffic forecast.
Here is an example of an auction. Here is the dependence of the rate and the volume of traffic.
Auction and traffic forecast
The auction is calculated using a complex formula, which includes not only the bid, but also the quality of the ad (for Yandex, the main criterion is CTR).
The conclusion is simple: the more effectively you create an advertising campaign, the less you will pay.
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Traffic volume
Traffic volume is a value that is directly proportional to the clickability of the ad placement.
The calculation takes into account the structure of the ad (headings, text, extensions, virtual business card), the number of ads in the block and the location of the ad in the search.
For example.
Premium impressions 4 places, first place traffic volume 100, and second, third and fourth - 85, 75 and 65 respectively.
But the traffic volume can be more than 100, this can happen when the ad is shown in an extended format, for example, quick links will be with descriptions. In this case, the ad will be more noticeable and, accordingly, more clickable.
It is not necessary that it will take first place; it may also be in second place, only in a more expanded format.
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Does it make sense to bet to get traffic volume more than 100?
As a rule, the cost of such a volume is too high and it is simply unprofitable. If the niche is not too competitive and the prices are not too high, then in principle you can raise the rates to buy out the maximum volume of the show.
It is important that the company is profitable, that there are not only clicks, but also conversions and purchases.