The "Yandex Direct" team has released the "Maximum Profit" strategy from beta testing, which evaluates advertising campaigns not only by the number of clicks and leads but also by financial results. During the testing period, which began in August 2025, the total profit of advertisers from promotion using this tool exceeded 1.5 billion rubles. More than 15 thousand companies used the strategy during this period.
Before launching a campaign, the advertiser specifies the margin size – a fixed amount or a percentage of revenue from sales. The system then takes this indicator into account for individual orders and reallocates ad impressions in favor of deals with higher profitability.
When calculating the margin, variable costs are taken into account, including the cost of goods, delivery, packaging, and acquiring. This approach allows evaluating the advertising result considering the real economics of sales.
After testing is complete, the strategy can be applied in various business models – from services where the client first submits an application or calls, to online stores with orders of varying costs and profitability.