Calculation of DRR in Yandex.Direct

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Not long ago, Yandex.Direct introduced a strategy that helps manage investments and can make them several times more effective.

As already mentioned, the share of advertising expenses (SAE) is the ratio of the amount spent on advertising expenses to the income that the company received from this advertising. The new strategy is an updated version of "Profitability Optimization", but has simpler settings.

Yandex.Direct

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The basis is the fact that the same goal on the site brings different income. For example, a businessman has an online store with a large assortment or a site for buying train tickets. When assessing medical insurance leads email list the effectiveness of advertising, you need to understand that the cost of orders varies: one brings income of 1000 rubles, and another - 5000 rubles. Of course, it is permissible to use a fixed conversion cost, but for fine-tuning, it is better to choose to connect the "Target share of advertising costs" strategy.

In the long term, it will bring conversions on target and maintain the target share of advertising costs. Let's say, 5% of the cost of purchased products. This is very effective, which has already been confirmed by studies conducted in companies with smart banners or dynamic ads, where many products are advertised at once.

The audience learns about the seller and their product from several channels: hears through calls, sees in chats, in various application forms. If, for example, a call about an advertisement from a person from the target audience brings the company about 500 rubles, a message in a chat - 250 rubles, sending an application through a form - also 250 rubles. Then you can set such figures as key goals and fix the share of advertising costs as a percentage, for example, 15%.

From this point on, the strategy will record that it is necessary to bring in more leads for all key goals, but at the same time, the advertising costs should not exceed the amount of 150 rubles.

The setup is as follows:

Select the Target Share of Advertising Spend strategy.

Add an advertising campaign goal to it. When using an e-commerce goal or transferring income via API or Metrica, you need to select this goal in the list. The goals for which income is already transferred are shown at the top of the list. If there are multiple goals at once, you need to specify them in the campaign settings as key ones and set a specific value. We are talking about the profit that a business makes from one call or application form.

Set DRR.

It is possible to use the strategy both in API and Direct.Commander. To track the results of work, there is a column in the statistics called "Share of advertising expenses" (SAE).

Advertising campaigns that are linked to the "Target Share of Advertising Expenditures" strategy are offered the Direct bonus program. It allows you to get back 8% of the amount spent on advertising business development.