As for the division of traffic by device type, it is almost equal. In product campaigns, the main share of expenses falls on smartphones due to the higher cost per click. This is also due to the impossibility of setting a limit on CPC in the strategy settings. And despite almost equal traffic, there are more baskets in product advertising campaigns. But the number of orders is higher in EPC. This indicates fraudulent baskets due to the quality of traffic in product campaigns (the impossibility of setting the maximum cost per click, the difficulty of promptly cleaning sites, as well as the overall number of low-quality sites).
If we consider the EPC as a replacement for other tools, we consider it an excellent opportunity to combine impressions of dynamic ads in the product gallery and offer retargeting in the YAN. That is, to launch an list of us mobile number database advertising campaign with only product ads, without TGO. But during the test, we encountered a problem - campaigns with impressions in TG and YAN did not work. We had such an advertising campaign running for about a week, but impressions during this time were only in the product gallery, and did not appear in YAN. At the moment, as we know, this problem no longer exists.
When comparing the EPC and an advertising campaign with impressions in the product gallery, as well as smart banners, there is no such obvious difference as with a product campaign. In the EPC, you can combine different types of ads and platforms (search, YAN and TG), which in the future will give the campaign itself more signals for learning and improve its effectiveness. Also, there is only one product ad per group, that is, for each condition you will have to create a separate group, which sometimes loses out in convenience to the ability to select several filters for one group in smart banners and dynamic ads. But this is unlikely to have a global impact on the results of the advertising campaign, rather, it is a matter of habit and convenience of its establishment.
As for the advantages of the EPC over regular campaigns with TGO, the key feature will be the same main feature - accumulation of data in one advertising campaign with the ability to show both TGO and DO by product filters. This is good for a product where separate tools have difficulty gaining traffic or conversions for high-quality training. Of the disadvantages - the EPC does not have the usual business card at the ad level, only contacts of the organization from Yandex Business in the settings of the entire campaign.