Display strategies

Attention.

Manual bid management will be disabled for the Yandex Advertising Network. Learn more.

Starting April 22, 2024, you will no longer be able to create new campaigns with a manual strategy. The "Network.BiddingStrategyType" parameter in the "add" and "update" methods will no longer support the MAXIMUM_COVERAGE strategy for TextCampaign and MobileAppCampaign campaigns. These campaigns will also cease to support the "resume" method. Attempting to use it will result in a validation error.
Starting May 20, 2024, you will no longer be able to edit bids in active campaigns: the "set" method will no longer support the "Bids.ContextBid (KeywordBids.NetworkBid)" parameter. Attempting to use it will result in a validation error.
In June, 2024, active campaigns will be stopped. Attempting to use the "resume" method for campaigns with the MAXIMUM_COVERAGE strategy specified in the "Network.BiddingStrategyType" parameter will return a validation error unless you switch to an available strategy. In the future, the strategy for these stopped and archived campaigns will be changed to "WB_MAXIMUM_CLICKS" (the campaigns themselves won't be re-launched or unarchived).

Display strategies are divided into two categories:

Manual strategies — the advertiser or agency independently sets bids for display conditions (keywords, audience targets, and dynamic ad targets).
Automatic strategies, where bids are set automatically according to the strategy settings. The advertiser or agency can assign priority to impression criteria.

For more information about display strategies, see Selecting a display strategy in the Help for Yandex Direct.

In version 5 of the API, the display strategy is configured separately for search and ad networks (the Yandex Advertising Network and external networks).

The tables below show the compatibility of strategies:

Attention. Specific requirements must be met to enable the WB_MAXIMUM_CONVERSION_RATE, WB_MAXIMUM_APP_INSTALLS, AVERAGE_CPA, AVERAGE_CPI, AVERAGE_ROI, AVERAGE_CRR, PAY_FOR_CONVERSION, PAY_FOR_CONVERSION_PER_CAMPAIGN, PAY_FOR_INSTALL, WB_AVERAGE_CPV, CP_AVERAGE_CPV, AVERAGE_CRR, and PAY_FOR_CONVERSION_CRR strategies. See the description of these strategies in the Yandex Direct Help.

Manual strategies
Strategy in search results	Strategies allowed in ad networks	Types of campaigns this strategy is available for
HIGHEST_POSITION	SERVING_OFF	TEXT_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN, UNIFIED_CAMPAIGN
HIGHEST_POSITION	MAXIMUM_COVERAGE	TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN
SERVING_OFF	MAXIMUM_COVERAGE	TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN
SERVING_OFF	MANUAL_CPM	CPM_BANNER_CAMPAIGN

Manual strategies
Strategy in search results	Strategies allowed in ad networks	Types of campaigns this strategy is available for
HIGHEST_POSITION	SERVING_OFF	TEXT_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN, UNIFIED_CAMPAIGN
HIGHEST_POSITION	MAXIMUM_COVERAGE	TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN
SERVING_OFF	MAXIMUM_COVERAGE	TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN
SERVING_OFF	MANUAL_CPM	CPM_BANNER_CAMPAIGN

Automated strategies
Strategy in search results	Strategies allowed in ad networks	Types of campaigns this strategy is available for
AVERAGE_CPA	NETWORK_DEFAULT	TEXT_CAMPAIGN, UNIFIED_CAMPAIGN
AVERAGE_CPA	SERVING_OFF	TEXT_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN, UNIFIED_CAMPAIGN
AVERAGE_CPA_PER_CAMP	NETWORK_DEFAULT	SMART_CAMPAIGN
AVERAGE_CPA_PER_CAMP	SERVING_OFF	SMART_CAMPAIGN
AVERAGE_CPA_PER_FILTER	NETWORK_DEFAULT	SMART_CAMPAIGN
AVERAGE_CPA_PER_FILTER	SERVING_OFF	SMART_CAMPAIGN
AVERAGE_CPC	NETWORK_DEFAULT	TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN, UNIFIED_CAMPAIGN
AVERAGE_CPC	SERVING_OFF	TEXT_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN, UNIFIED_CAMPAIGN
AVERAGE_CPC_PER_CAMP	NETWORK_DEFAULT	SMART_CAMPAIGN
AVERAGE_CPC_PER_CAMP	SERVING_OFF	SMART_CAMPAIGN
AVERAGE_CPC_PER_FILTER	NETWORK_DEFAULT	SMART_CAMPAIGN
AVERAGE_CPC_PER_FILTER	SERVING_OFF	SMART_CAMPAIGN
AVERAGE_CPI	NETWORK_DEFAULT	MOBILE_APP_CAMPAIGN
AVERAGE_CPI	SERVING_OFF	MOBILE_APP_CAMPAIGN
AVERAGE_ROI	NETWORK_DEFAULT	TEXT_CAMPAIGN, SMART_CAMPAIGN
AVERAGE_ROI	SERVING_OFF	TEXT_CAMPAIGN, SMART_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN
AVERAGE_CRR	NETWORK_DEFAULT	TEXT_CAMPAIGN, SMART_CAMPAIGN, UNIFIED_CAMPAIGN
AVERAGE_CRR	SERVING_OFF	TEXT_CAMPAIGN, SMART_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN, UNIFIED_CAMPAIGN
PAY_FOR_CONVERSION	NETWORK_DEFAULT	TEXT_CAMPAIGN, UNIFIED_CAMPAIGN
PAY_FOR_CONVERSION	SERVING_OFF	TEXT_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN, UNIFIED_CAMPAIGN
PAY_FOR_CONVERSION_CRR	NETWORK_DEFAULT	TEXT_CAMPAIGN, SMART_CAMPAIGN, UNIFIED_CAMPAIGN
PAY_FOR_CONVERSION_CRR	SERVING_OFF	TEXT_CAMPAIGN, SMART_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN, UNIFIED_CAMPAIGN
PAY_FOR_CONVERSION_PER_CAMPAIGN	NETWORK_DEFAULT	SMART_CAMPAIGN
PAY_FOR_CONVERSION_PER_CAMPAIGN	SERVING_OFF	SMART_CAMPAIGN
PAY_FOR_CONVERSION_PER_FILTER	NETWORK_DEFAULT	SMART_CAMPAIGN
PAY_FOR_CONVERSION_PER_FILTER	SERVING_OFF	SMART_CAMPAIGN
PAY_FOR_INSTALL	NETWORK_DEFAULT	MOBILE_APP_CAMPAIGN
PAY_FOR_INSTALL	SERVING_OFF	MOBILE_APP_CAMPAIGN
WB_MAXIMUM_APP_INSTALLS	NETWORK_DEFAULT	MOBILE_APP_CAMPAIGN
WB_MAXIMUM_APP_INSTALLS	SERVING_OFF	MOBILE_APP_CAMPAIGN
WB_MAXIMUM_CLICKS	NETWORK_DEFAULT	TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN, UNIFIED_CAMPAIGN
WB_MAXIMUM_CLICKS	SERVING_OFF	TEXT_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN, UNIFIED_CAMPAIGN
WB_MAXIMUM_CONVERSION_RATE	NETWORK_DEFAULT	TEXT_CAMPAIGN, UNIFIED_CAMPAIGN
WB_MAXIMUM_CONVERSION_RATE	SERVING_OFF	TEXT_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN, UNIFIED_CAMPAIGN
WEEKLY_CLICK_PACKAGE Restriction. This option is deprecated and no longer supported.	NETWORK_DEFAULT	TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN
	SERVING_OFF	TEXT_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN
SERVING_OFF	AVERAGE_CPA	TEXT_CAMPAIGN, UNIFIED_CAMPAIGN
	AVERAGE_CPA_PER_CAMP	SMART_CAMPAIGN
	AVERAGE_CPA_PER_FILTER	SMART_CAMPAIGN
	AVERAGE_CPC	TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN, UNIFIED_CAMPAIGN
	AVERAGE_CPC_PER_CAMP	SMART_CAMPAIGN
	AVERAGE_CPC_PER_FILTER	SMART_CAMPAIGN
	AVERAGE_CPI	MOBILE_APP_CAMPAIGN
	AVERAGE_ROI	TEXT_CAMPAIGN, SMART_CAMPAIGN
	AVERAGE_CRR	TEXT_CAMPAIGN, SMART_CAMPAIGN, UNIFIED_CAMPAIGN
	WB_MAXIMUM_APP_INSTALLS	MOBILE_APP_CAMPAIGN
	WB_MAXIMUM_CLICKS	TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN, UNIFIED_CAMPAIGN
	WB_MAXIMUM_CONVERSION_RATE	TEXT_CAMPAIGN, UNIFIED_CAMPAIGN
	WEEKLY_CLICK_PACKAGE Restriction. This option is deprecated and no longer supported.	TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN
	CP_DECREASED_PRICE_FOR_REPEATED_IMPRESSIONS	CPM_BANNER_CAMPAIGN
	CP_MAXIMUM_IMPRESSIONS	CPM_BANNER_CAMPAIGN
	WB_DECREASED_PRICE_FOR_REPEATED_IMPRESSIONS	CPM_BANNER_CAMPAIGN
	WB_MAXIMUM_IMPRESSIONS	CPM_BANNER_CAMPAIGN
	PAY_FOR_CONVERSION	TEXT_CAMPAIGN, UNIFIED_CAMPAIGN
	PAY_FOR_CONVERSION_CRR	TEXT_CAMPAIGN, UNIFIED_CAMPAIGN
	PAY_FOR_CONVERSION_PER_CAMPAIGN	SMART_CAMPAIGN
	PAY_FOR_CONVERSION_PER_FILTER	SMART_CAMPAIGN
	WB_AVERAGE_CPV	CPM_BANNER_CAMPAIGN
	CP_AVERAGE_CPV.	CPM_BANNER_CAMPAIGN
	PAY_FOR_INSTALL	MOBILE_APP_CAMPAIGN

Automated strategies
Strategy in search results	Strategies allowed in ad networks	Types of campaigns this strategy is available for
AVERAGE_CPA	NETWORK_DEFAULT	TEXT_CAMPAIGN, UNIFIED_CAMPAIGN
AVERAGE_CPA	SERVING_OFF	TEXT_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN, UNIFIED_CAMPAIGN
AVERAGE_CPA_PER_CAMP	NETWORK_DEFAULT	SMART_CAMPAIGN
AVERAGE_CPA_PER_CAMP	SERVING_OFF	SMART_CAMPAIGN
AVERAGE_CPA_PER_FILTER	NETWORK_DEFAULT	SMART_CAMPAIGN
AVERAGE_CPA_PER_FILTER	SERVING_OFF	SMART_CAMPAIGN
AVERAGE_CPC	NETWORK_DEFAULT	TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN, UNIFIED_CAMPAIGN
AVERAGE_CPC	SERVING_OFF	TEXT_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN, UNIFIED_CAMPAIGN
AVERAGE_CPC_PER_CAMP	NETWORK_DEFAULT	SMART_CAMPAIGN
AVERAGE_CPC_PER_CAMP	SERVING_OFF	SMART_CAMPAIGN
AVERAGE_CPC_PER_FILTER	NETWORK_DEFAULT	SMART_CAMPAIGN
AVERAGE_CPC_PER_FILTER	SERVING_OFF	SMART_CAMPAIGN
AVERAGE_CPI	NETWORK_DEFAULT	MOBILE_APP_CAMPAIGN
AVERAGE_CPI	SERVING_OFF	MOBILE_APP_CAMPAIGN
AVERAGE_ROI	NETWORK_DEFAULT	TEXT_CAMPAIGN, SMART_CAMPAIGN
AVERAGE_ROI	SERVING_OFF	TEXT_CAMPAIGN, SMART_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN
AVERAGE_CRR	NETWORK_DEFAULT	TEXT_CAMPAIGN, SMART_CAMPAIGN, UNIFIED_CAMPAIGN
AVERAGE_CRR	SERVING_OFF	TEXT_CAMPAIGN, SMART_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN, UNIFIED_CAMPAIGN
PAY_FOR_CONVERSION	NETWORK_DEFAULT	TEXT_CAMPAIGN, UNIFIED_CAMPAIGN
PAY_FOR_CONVERSION	SERVING_OFF	TEXT_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN, UNIFIED_CAMPAIGN
PAY_FOR_CONVERSION_CRR	NETWORK_DEFAULT	TEXT_CAMPAIGN, SMART_CAMPAIGN, UNIFIED_CAMPAIGN
PAY_FOR_CONVERSION_CRR	SERVING_OFF	TEXT_CAMPAIGN, SMART_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN, UNIFIED_CAMPAIGN
PAY_FOR_CONVERSION_PER_CAMPAIGN	NETWORK_DEFAULT	SMART_CAMPAIGN
PAY_FOR_CONVERSION_PER_CAMPAIGN	SERVING_OFF	SMART_CAMPAIGN
PAY_FOR_CONVERSION_PER_FILTER	NETWORK_DEFAULT	SMART_CAMPAIGN
PAY_FOR_CONVERSION_PER_FILTER	SERVING_OFF	SMART_CAMPAIGN
PAY_FOR_INSTALL	NETWORK_DEFAULT	MOBILE_APP_CAMPAIGN
PAY_FOR_INSTALL	SERVING_OFF	MOBILE_APP_CAMPAIGN
WB_MAXIMUM_APP_INSTALLS	NETWORK_DEFAULT	MOBILE_APP_CAMPAIGN
WB_MAXIMUM_APP_INSTALLS	SERVING_OFF	MOBILE_APP_CAMPAIGN
WB_MAXIMUM_CLICKS	NETWORK_DEFAULT	TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN, UNIFIED_CAMPAIGN
WB_MAXIMUM_CLICKS	SERVING_OFF	TEXT_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN, UNIFIED_CAMPAIGN
WB_MAXIMUM_CONVERSION_RATE	NETWORK_DEFAULT	TEXT_CAMPAIGN, UNIFIED_CAMPAIGN
WB_MAXIMUM_CONVERSION_RATE	SERVING_OFF	TEXT_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN, UNIFIED_CAMPAIGN
WEEKLY_CLICK_PACKAGE Restriction. This option is deprecated and no longer supported.	NETWORK_DEFAULT	TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN
	SERVING_OFF	TEXT_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN
SERVING_OFF	AVERAGE_CPA	TEXT_CAMPAIGN, UNIFIED_CAMPAIGN
	AVERAGE_CPA_PER_CAMP	SMART_CAMPAIGN
	AVERAGE_CPA_PER_FILTER	SMART_CAMPAIGN
	AVERAGE_CPC	TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN, UNIFIED_CAMPAIGN
	AVERAGE_CPC_PER_CAMP	SMART_CAMPAIGN
	AVERAGE_CPC_PER_FILTER	SMART_CAMPAIGN
	AVERAGE_CPI	MOBILE_APP_CAMPAIGN
	AVERAGE_ROI	TEXT_CAMPAIGN, SMART_CAMPAIGN
	AVERAGE_CRR	TEXT_CAMPAIGN, SMART_CAMPAIGN, UNIFIED_CAMPAIGN
	WB_MAXIMUM_APP_INSTALLS	MOBILE_APP_CAMPAIGN
	WB_MAXIMUM_CLICKS	TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN, UNIFIED_CAMPAIGN
	WB_MAXIMUM_CONVERSION_RATE	TEXT_CAMPAIGN, UNIFIED_CAMPAIGN
	WEEKLY_CLICK_PACKAGE Restriction. This option is deprecated and no longer supported.	TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN
	CP_DECREASED_PRICE_FOR_REPEATED_IMPRESSIONS	CPM_BANNER_CAMPAIGN
	CP_MAXIMUM_IMPRESSIONS	CPM_BANNER_CAMPAIGN
	WB_DECREASED_PRICE_FOR_REPEATED_IMPRESSIONS	CPM_BANNER_CAMPAIGN
	WB_MAXIMUM_IMPRESSIONS	CPM_BANNER_CAMPAIGN
	PAY_FOR_CONVERSION	TEXT_CAMPAIGN, UNIFIED_CAMPAIGN
	PAY_FOR_CONVERSION_CRR	TEXT_CAMPAIGN, UNIFIED_CAMPAIGN
	PAY_FOR_CONVERSION_PER_CAMPAIGN	SMART_CAMPAIGN
	PAY_FOR_CONVERSION_PER_FILTER	SMART_CAMPAIGN
	WB_AVERAGE_CPV	CPM_BANNER_CAMPAIGN
	CP_AVERAGE_CPV.	CPM_BANNER_CAMPAIGN
	PAY_FOR_INSTALL	MOBILE_APP_CAMPAIGN