Where the price of a network click comes from
RSYA is Yandex's advertising network: partner websites and mobile apps where Direct ads appear. People there are not typing a query. They are reading news, watching videos, checking the weather or playing a game, and your ad shows up next to that activity.
The price is set in an auction. It reflects your bid, the expected click-through rate, the quality of the ad, the quality of the placement and the competition for the same audience. There is no universal figure. A furniture store in Tashkent, a driving school in Samarkand and a food delivery service will all see different prices, and those prices will shift with the season.
Why a network click is not a search click
Search catches demand that already exists. The network builds interest or reminds people you exist. That changes what a click actually means:
- Intent. A search user is looking for a solution now. A network user is busy with something else, and the auction values purchase probability differently.
- Targeting. Search ads follow the query. Network ads follow interests, behaviour, retargeting and page context.
- Placements. News and niche sites produce one kind of click. Accidental taps inside games and apps produce another.
- Formats. Banner sizes, video and image blocks all differ in click rate and price.
Yandex Ads Network cost per click vs cost per lead
A cheap click that never turns into an enquiry is just spent money. A pricier click that ends with a Telegram message and a Click or Payme payment can be the better deal. So the number that matters is the cost of the goal: a lead, a call, a message or a payment.
Picture a dental clinic in Tashkent. The specialist exports the placements report and sorts it by cost per enquiry rather than by spend. A few mobile apps turn out to have collected plenty of clicks and not a single call, while a city portal brings few clicks but nearly all of them end in a booking. The apps get excluded, and the portal gets a larger share of the budget. Placements with small spend and no results are left alone for now, because the data is too thin to judge. After the cleanup, the average cost per click may even rise, yet the cost per booking falls.
How to lower the cost of a lead from the network
This is routine work rather than a single fix. Caution beats speed: excluding a placement after a handful of clicks, or slashing bids sharply, can cut off good traffic. Change one thing at a time and give the system time to learn.
- Review the placements report monthly and exclude sites with real spend and no goals.
- Refresh images and headlines before the click rate starts to drop.
- Prepare creatives for several sizes: a clear visual, a short benefit and one concrete offer.
- Keep retargeting and cold audiences in separate campaigns.
- Switch on conversion-based optimisation once enough data has built up.
The contribution you will not see in direct conversions
The network often works as a reminder. Someone sees a banner, leaves, then finds you a few days later through Search or Instagram and writes to you. In the Direct report that lead belongs to another channel, and the network looks like a loss. Switch it off, and branded searches and enquiries sometimes sag.
To avoid guessing, you need end-to-end analytics: goals in Metrica for Telegram clicks, calls and payments rather than only form submissions, UTM tags on links, and a connection to a CRM or at least an orders sheet. That shows the customer path and the true cost of a sale. At markdev we set up this kind of tracking and reporting for businesses in Uzbekistan.
Common mistakes
Most overspending in the network traces back to a few repeated habits:
- comparing network and search cost per click directly;
- optimising for clicks instead of enquiries;
- running one banner across every placement and size;
- drawing conclusions a day after launch;
- turning the network off without checking the effect on Search.
Next step
If you want to know what a lead from the ad network really costs you, talk it through with the markdev team. We will look at your goals, reports and placements and tell you what to change first.
FAQ
What is a normal cost per click in the Yandex Ads Network?
There is no single benchmark. The price depends on niche, region, season, format and audience. The useful reference is not the click price but the cost of an enquiry or sale relative to your margin.
When should I exclude placements?
When a placement has gathered enough spend and data but produced no goals. If it has only a few clicks, wait. A decision based on a tiny sample can cut off useful traffic.
Is the network suitable for a small business with a modest budget?
It can be, with conditions. Goals must be set up and the network needs its own budget, or it may drain money from Search. Start with retargeting and judge it by enquiries.
Why does the network bring many clicks but no leads?
Typical causes are accidental taps on mobile placements, weak creatives, an unsuitable strategy or untracked goals. Start with the placements report and a check of your goals.
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