Taking into account seasonality and trends

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Forecasting seasonal fluctuations
Understanding the seasonality of your product or service will help you adjust your budget based on the time of year and upcoming holidays.

For example, if your company is located in St. Petersburg and sells winter clothing, then it is important for you to strengthen your advertising campaigns in anticipation of the winter season and sales.

Trending queries analytics
Tracking trends and popularity of queries should also influence your advertising strategy. Use analytics services to determine the growing popularity of certain products and services in order to adjust your advertising latvia whatsapp number databudget and quickly respond to changes in demand.

This will allow you to stay one step ahead of your competitors and use your budget more efficiently.

6. Case from practice
Effective budget calculation for a cafe chain in Nizhny Novgorod
Let's consider a case of effective budget calculation using the example of a chain of cafes in Nizhny Novgorod. The initial task was to increase the number of takeaway orders. After analyzing competitors and prices for key queries, optimal rates were selected. The average order check was 700 rubles, and the KPI target was set at 10% of the average check for the cost of attracting one client.

Thanks to the competent distribution of the budget and the selection of target queries, it was possible to achieve an increase in orders by 30% at a competitive cost per click.

Optimization of advertising campaign during execution
Throughout the entire advertising campaign, performance data was constantly collected and analyzed. This allowed for timely adjustments to the advertising budget, termination of ineffective ads, and increased investment in the most customer-attracting queries. As a result, by maintaining the average cost per click, it was possible not only to increase the number of orders, but also to reduce costs.

Results of using budget instruments
The use of budget forecasting and analytics tools has proven its effectiveness: expenses have been optimized, and ROI has been significantly improved. Regular monitoring and adaptation of the strategy allowed the cafe chain to use the Yandex.Direct advertising budget as efficiently as possible and achieve planned indicators for orders and profits.

Conclusion
Calculating an effective budget for advertising in Yandex.Direct requires careful analysis and informed decision-making. Taking into account goals, audience, competitors and seasonality will allow you not only to control expenses, but also to maximize the profit from the advertising campaign.