Budget forecast from Yandex Direct instead of a magic ball

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To conduct an effective advertising campaign on search, you need to take into account a lot of nuances, including assessing the budget. This is one of the most difficult tasks in promotion, because the amount is affected by many factors. To avoid fortune telling on Tarot cards and a prediction ball, you can use a special service. In this article, we will talk about the Budget Forecast in Yandex Direct. In addition, we will see what mistakes should be avoided.

What is a Budget Forecast
This is a service that allows you to calculate the approximate budget of an advertising campaign (for convenience, we will also use the abbreviation РК). It helps to roughly estimate the costs and find out how much it will cost to click on an ad.

Let's say right away that the Budget Forecast gives approximate figures. The fact is that the final amount is affected by a lot of factors: the region of display, key phrases and negative words, rates, etc. Often the indicators change quickly, and the system cannot take into account all the nuances, so the figures are approximate.

The forecast for RK gave unrealistic figures

*The forecast on RK gave unrealistic figures

How Budget Forecast Works
To calculate the amount of the advertising campaign, the service relies on statistics data on ads. It is collected taking into account seasonality and trends.

For each keyword, Budget Forecast estimates the estimated search volume, average bid, impressions, and other data for a specific period.

Please note that the information displayed on the campaign page may differ from that specified in the Forecast. The service provides average results for all selected keywords in a specific region. At the same time, the campaign page displays the indicators of a limited ad group for the most expensive region in the current period.

How to Calculate Costs with Budget Forecast
First, you need to log in to Yandex Direct, then open "Tools" on the left panel. Next, select jamaica whatsapp data the "Budget Forecast" block and click "Calculate Budget".

Tool interface
*Tool interface

Now let's look step by step at what needs to be done.

Select regions to display ads
The budget of the advertising campaign directly depends on the region where the shows are planned. There is no need to specify locations where the company does not deliver its products. When working in several cities, a separate ad should be created for each of them.

The thing is that each city/region/country has a different number of competitors. The cost of impressions, clicks, and keys depends on it. The more accurate the division by region, the more effective the analytics.

For example, we will show in practice a budget forecast for one of our clients - a designer furniture brand in Moscow.

Setting up calculation parameters
At this stage, you need to select a specific period: week, month, quarter, year. If necessary, you can change the calculation currency or create a forecast for the advertising campaign only on mobile devices.

As a rule, the currency remains the same — rubles. As for the period, the service by default focuses on data for the last 30 days. The statistics take into account information on both desktops and mobile devices. Companies whose business depends on the season are better off choosing a quarter or a year.

For our example, we will not change the basic parameters.

Selection of key phrases
It is important that they correspond to the subject of the ads. Another Yandex service, Wordstat, will help you collect semantics. It allows you to find basic queries, relevant phrases, and negative words.

Let us remind you that we are planning to promote a brand of designer furniture. Segment - premium.

It is convenient to collect relevant phrases in a separate document with the columns "Key" and "Frequency". We recommend excluding queries with a frequency of impressions less than 10 per month.

Also, when collecting semantics, it is necessary to remove keys, impressions for which are not relevant. For example, if the company does not deliver, then the phrase "buy furniture with delivery" will be superfluous. The same with certain types of furniture that are not manufactured. If the company does not specialize in sofas, then the queries "designer sofas" or "designer upholstered furniture" are cut off and even added to the negative keywords.

It is necessary to remove negative keywords, otherwise part of the advertising campaign budget will be wasted.

Therefore, the following target and near-target queries will be relevant for our example:

Phrase

Frequency

designer furniture moscow 1812
buy designer table 1437
designer dining tables 1100
designer coffee tables 843
designer furniture store 841
designer furniture buy 805
designer table moscow 604
round designer table 339
designer table in online store 310
designer furniture internet 277
online store of designer furniture 276
designer furniture stores in moscow 168
production of designer furniture 116
designer furniture buy in moscow 107
premium tables 52
premium furniture moscow 47
premium furniture brands 33
premium furniture store 14
premium furniture buy 6
The settings are set, the semantics are collected, you can make calculations. To do this, click on the "Calculate" button, and the report will be displayed on the page. For convenience, it is better to download it to Excel.

You can edit the data, add new queries and delete irrelevant phrases, and the service will recalculate the forecast. If any key phrase in the report is marked in gray, it means that the system warns about its potential inefficiency. It is better to replace such a query with a more useful one.

When you entered the wrong data for the calculation

*When you entered the wrong data for the calculation

What do the columns in the report mean?
For those who are just learning the intricacies of search advertising, the data from the report may cause confusion. Let's figure out what each column means and tell you what the service predicts for each of them for our client.

Query forecast
This is the number of users who enter a specific query in a specified period. The real figure is always lower, since the influence of competitors plays a role.

For example, for the phrase “buy designer furniture in Moscow,” the query forecast is 107.

Traffic volume
The range of values ​​varies: 5, 9, 62, 85, 100. The traffic volume is understood as a value that is directly proportional to the clickability of the place where the ad is displayed.