Direct Worked in Complex Cases — Three Cases

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Payment for conversions in Yandex.Direct appeared in April 2020. This model works in text and graphic campaigns, with smart banners and dynamic ads and allows you to pay only for target actions. The advertiser sets the desired conversion price themselves. In this article, we will tell you what results the transition to this model brought in some projects of the eLama agency , and share recommendations for working with it.

Features of payment for conversions
Let's note the technical points that need to be taken into account:

Initially, in the settings, you could only select simple goals, but not compound goals (those that are achieved if ebay database their subgoals are completed). But in mid-July, it became possible to use a compound goal. Before that, a compound goal had to be broken down into separate steps.
For the strategy to work, you need to get at least 10 conversions per week in the counter. If the condition is not met, the advertising campaign will take a long time to accelerate or will not work at all.
The "Payment for conversions" strategy can be immediately included in new advertising campaigns without statistics. But in this case, the system will only see simple goals.
An eCommerce goal and sub-goals of a composite goal can only be selected for CPA payment after they are achieved for the first time.
The maximum value of the average cost per conversion that can be set is no higher than 5,000 rubles.
For our tests, we deliberately took difficult cases - campaigns whose results we were not satisfied with, or new ones that could behave unpredictably.