Display strategies

Display strategies are aimed at getting the optimal number of clicks for the lowest price. There are automatic and manual strategies.

The user decides which strategy to choose in different situations. Automatic strategies eliminate the need to manage bids. Manual strategies imply that the user chooses the display position and sets bids. For example, if a lot of clicks are desired, select displays in effective positions (high visibility of ads and, as a result, more clicks). However, these positions are more expensive and might produce more clicks than necessary. Displays in less expensive positions are more cost-effective and can produce the necessary clicks due to rate selection.

The strategy on search is configured in the Strategy structure (CreateOrUpdateCampaign method). Specify the name in the StrategyName nested parameter; all the other parameters are used for setting up automatic strategies (see below).

The Live 4 version has an expanded set of strategies on search. They are listed in the description of the StrategyName parameter (CreateOrUpdateCampaign (Live) method).

Strategy selection for the Yandex Advertising Network is available in the API beginning with the Live 4 version. The strategy is configured in the ContextStrategy structure (CreateOrUpdateCampaign method). The name is specified in the StrategyName nested parameter.

Automatic strategies

Automatic strategies manage bids in real-time using an optimal algorithm to reach set goals. The display positions and bids are selected automatically. The following table lists parameters of automatic strategies.

Name in the API	Name in the web interface	Mandatory parameters	Additional parameters
WeeklyBudget	Weekly budget: maximum clicks	WeeklySumLimit	MaxPrice
CPAOptimizer (Live 4)	Weekly budget: maximum conversion rate	WeeklySumLimit, GoalID	MaxPrice not recommended
AverageClickPrice	Average CPC	AveragePrice	WeeklySumLimit
WeeklyPacketOfClicks	Weekly click package	ClicksPerWeek	AveragePrice or MaxPrice
AverageCPAOptimization (Live 4)	Average CPA	AverageCPA, GoalID	MaxPrice not recommended, WeeklySumLimit
ROIOptimization (Live 4)	Average ROI	ReserveReturn, ROICoef, GoalID	Profitability, MaxPrice not recommended, WeeklySumLimit

For the CPAOptimizer, AverageCPAOptimization and ROIOptimization strategies, we do not recommend limiting the CPC in the MaxPrice parameter. The CPC might be high in certain cases, but the strategy ensures a lower average price than when a price limitation is set. If the advertiser is not happy with the resulting average price, it might be wise to apply a different strategy.

For the Yandex Advertising Network, automatic strategies can be selected beginning with the Live 4 version, and only if impressions are disabled on the search (the “ShowsDisabled” strategy on search).

Manual strategies

Name in the API	Name in the web interface	Display position
HighestPosition	Highest available position	The most effective position based on the bid. The ad is moved to the highest possible position in the lower block or Premium Placement, depending on what the bid covers.
LowestCost	Cheapest position in ad block	In Premium Placement if the bid is high enough; otherwise, in the lower block. In both cases, the ad is shown in the position with the lowest CPC (the lowest possible position).
LowestCostPremium	In Premium Placement in the position with the lowest CPC.
LowestCostGuarantee (Live 4)	Impressions below search results	In the lower block in the position with the lowest CPC.
RightBlockHighest (Live 4)	In the lower block at the highest position available for the specified bid.

The bid for the Yandex Advertising Network can be set in different ways, depending on the display strategy. The predefined “Default” strategy implies that the bid is calculated as a percentage of the bid on the search. Variables for making this calculation are set in the campaign parameters ContextPricePercent, ContextLimit, and ContextLimitSum (CreateOrUpdateCampaign method).

Under certain conditions, the bid for the Yandex Advertising Network can be directly defined. These conditions are different for the stable version and the Live 4 version, and are explained in the description of the ContextPrice parameter:

• Stable version 4: ContextPrice, CreateOrUpdateBanners method.
• Live 4 version: ContextPrice, CreateOrUpdateBanners (Live) method.

Bids on the search can be set for each keyword in the Price parameter (CreateOrUpdateBanners method), or the SetAutoPrice and UpdatePrices methods can be used for grouped changes to bids.