When using manual strategies, the user selects bids independently, choosing what is appropriate for the desired number of clicks. Displaying the ad in Premium Placement gets the largest number of clicks. Displaying the ad in the lower block gets fewer clicks. Displaying in rotated positions gets the least clicks of all (see Blocks and display positions).
The API offers a number of indicators to help you select a strategy and bids.
Prices for display positions
The prices for display positions are the main reference point for selecting bids. They are output in the Min, Max, PremiumMin, and PremiumMax keyword parameters when calling the GetBanners method. Prices are usually arranged in the sequence shown in the drawing.
The ranges of bids from 1 to 6 are described below.
The “Budget forecast” report
This report is for estimating the number of clicks in different positions and overall costs to the advertiser. The forecast is made for the specified keywords and regions based on statistics for the past month.
Use the CreateNewForecast method to launch report generation, which takes up to a minute. Use the GetForecast method to get the report. The GetForecastList method notifies when the report is ready; this method should not be called more often than every 10-20 seconds.
The forecast contains the Common structure with the Clicks, FirstPlaceClicks, and PremiumClicks parameters, which specify the maximum possible number of clicks (statistics for a month). The Min, Max, and PremiumMin parameters specify the costs for the given number of clicks. Expenses are caluclated based on average weighted prices for positions. They are given for keywords in the parameters of the same name, Min, Max, and PremiumMin, and represent the weighted average value of the price by region. Prices are weighted by the number of impressions in the region.
Other forecast indicators are described in the response to the GetForecast method.
The forecast shows different costs at different times of the day, since the average price of a position depends on the time when the report was generated. We recommend getting a report several times during the anticipated time interval for impressions, and compare results.
Based on forecasted clicks, an appropriate display position is selected, along with a strategy that will put the ad in this position. Bids are used to experiment with getting the necessary number of clicks. However, the actual costs may differ significantly from the forecasted costs.
The number of clicks when displaying in Premium Placement or in the lower block on the first page of search results might be more than the advertiser needs. In this case, a bid for a keyword can be set lower than the Min price (range 2 on the illustration). The ad is sometimes shown in the lower block on the second and following pages of search results (in rotation positions). These positions produce the fewest clicks.