Strategies
Strategies for display advertising campaigns in Yandex.Display
| Strategy | Options | Result |
|---|---|---|
| Minimum CPM | › Scheduled number of impressions › Advertising campaign dates › Maximum average CPM |
Minimum cost per impression for a set period |
| Budget | › Budget › Advertising campaign dates › Maximum average CPM |
Maximum number of impressions within the set budget and timeframe. |
| Average CPM | › Scheduled number of impressions › Maximum average CPM › Start date › End date* (optional) |
The specified number of impressions in the shortest amount of time. |
| Fixed CPM | › Budget › Advertising campaign dates › CPM |
Control of ongoing CPM. |
* When the "End date" is specified, the ad impressions will stop on this date even if the target number of impressions is not reached yet.
** You can switch to or from the “Fixed CPM” strategy only before paying for your order. You can switch between “Minimum CPM,” “Budget,” and “Average CPM” without restrictions.
Strategies for display advertising campaigns in Yandex.Direct
One of the following strategies can be used to manage display banner impressions in auctions:
| Strategy name | Settings | Results |
|---|---|---|
| Manual bid management* | › Daily budget › Maximum CPM |
Display banner impressions at the price determined via second-price auction with the bid set. Impressions take place within the time period set in the campaign. |
| Maximum impressions for lowest price** | › Budget › Ad campaign budget distribution period*** › Maximum average CPM › Option to extend campaign’s placement period (“Automatically extend campaign after end date” option)**** |
Maximum number of impressions for display banners within the set budget. The price is determined via second-price auction, but will not exceed the limit set for the average CPM. The budget is allocated weekly or over the period set. Impressions take place during the time period indicated in the campaign. |
| Decrease price for repeat impressions** | › Budget › Ad campaign budget distribution period* › Maximum average CPM › Option to extend campaign’s placement period (“Automatically extend campaign after end date” option)** |
Maximum number of impressions for display banners within the set budget, provided that bids for repeat impressions decrease in comparison to previous bids. The price is determined via second-price auction, but will not exceed the limit set for the average CPM. The budget is allocated weekly or over the period set. Impressions take place during the time period indicated in the campaign. |
* By selecting the manual bid management strategy, bids must be set for all impression criteria in the ad group.
** By selecting one of the automatic display strategies, the CPM applies to all ad groups within the campaign.
*** A choice between Week or Period options is available. By selecting the Week option, the set budget will be spent each week. By selecting the Period option, impressions will stop on the date set even if the budget limit is not reached, provided the Client does not enable “Automatically extend campaign after end date” option in the Client web interface.
**** By enabling the “Automatically extend campaign after end date” option in the Client web interface, impressions will continue even after the end date set for the placement, while remaining within the set campaign period and budget set in their invoice paid by the Client.