Display strategies

Display strategies are divided into two categories:

  • Manual strategies, where the advertiser or agency independently sets bids for impression criteria (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 in order to enable the strategies WB_MAXIMUM_CONVERSION_RATE, WB_MAXIMUM_APP_INSTALLS, AVERAGE_CPA, AVERAGE_CPI, AVERAGE_ROI, PAY_FOR_CONVERSION and PAY_FOR_CONVERSION_PER_CAMPAIGN. See the description of these strategies in the Help for Yandex.Direct.
Manual strategies
Strategy in search results Strategies allowed in ad networks Types of campaigns this strategy is available for
HIGHEST_POSITION NETWORK_DEFAULT TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN

SERVING_OFF

TEXT_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN

MAXIMUM_COVERAGE

TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN
SERVING_OFF MAXIMUM_COVERAGE TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN
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 NETWORK_DEFAULT TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN

SERVING_OFF

TEXT_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN

MAXIMUM_COVERAGE

TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN
SERVING_OFF MAXIMUM_COVERAGE TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN
MANUAL_CPM CPM_BANNER_CAMPAIGN
Automatic strategies
Strategy in search results Strategies allowed in ad networks Types of campaigns this strategy is available for
AVERAGE_CPA NETWORK_DEFAULT TEXT_CAMPAIGN
SERVING_OFF TEXT_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN
AVERAGE_CPA_PER_CAMP NETWORK_DEFAULT SMART_CAMPAIGN
SERVING_OFF SMART_CAMPAIGN
AVERAGE_CPA_PER_FILTER NETWORK_DEFAULT SMART_CAMPAIGN
SERVING_OFF SMART_CAMPAIGN
AVERAGE_CPC NETWORK_DEFAULT TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN
SERVING_OFF TEXT_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN
AVERAGE_CPC_PER_CAMP NETWORK_DEFAULT SMART_CAMPAIGN
SERVING_OFF SMART_CAMPAIGN
AVERAGE_CPC_PER_FILTER NETWORK_DEFAULT SMART_CAMPAIGN
SERVING_OFF SMART_CAMPAIGN
AVERAGE_CPI NETWORK_DEFAULT MOBILE_APP_CAMPAIGN
SERVING_OFF MOBILE_APP_CAMPAIGN
AVERAGE_ROI NETWORK_DEFAULT TEXT_CAMPAIGN, SMART_CAMPAIGN
SERVING_OFF TEXT_CAMPAIGN, SMART_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN
PAY_FOR_CONVERSION NETWORK_DEFAULT TEXT_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN
SERVING_OFF TEXT_CAMPAIGN
PAY_FOR_CONVERSION_PER_CAMPAIGN NETWORK_DEFAULT SMART_CAMPAIGN
SERVING_OFF SMART_CAMPAIGN
WB_MAXIMUM_APP_INSTALLS NETWORK_DEFAULT MOBILE_APP_CAMPAIGN
SERVING_OFF MOBILE_APP_CAMPAIGN
WB_MAXIMUM_CLICKS NETWORK_DEFAULT TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN
SERVING_OFF TEXT_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN
WB_MAXIMUM_CONVERSION_RATE NETWORK_DEFAULT TEXT_CAMPAIGN
SERVING_OFF TEXT_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN
WEEKLY_CLICK_PACKAGE NETWORK_DEFAULT TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN
SERVING_OFF TEXT_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN
SERVING_OFF AVERAGE_CPA</