Display strategies
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).
Note
The manual bid per click can automatically decrease or increase depending on the probability of a conversion (see Automatic adjustment of bids in Yandex Direct Help).
-
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 Yandex Direct Help.
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:
Alert
Specific requirements must be met to enable the WB_MAXIMUM_CONVERSION_RATE, WB_MAXIMUM_APP_INSTALLS, AVERAGE_CPA, AVERAGE_CPA_MULTIPLE_GOALS, AVERAGE_CPI, AVERAGE_ROI, AVERAGE_CRR, PAY_FOR_CONVERSION, PAY_FOR_CONVERSION_MULTIPLE_GOALS, PAY_FOR_CONVERSION_PER_CAMPAIGN, PAY_FOR_INSTALL, WB_AVERAGE_CPV, CP_AVERAGE_CPV, AVERAGE_CRRб and PAY_FOR_CONVERSION_CRR strategies. See the description of these strategies in Yandex Direct Help.
Manual strategies
|
Strategy on search |
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 |
|
MAXIMUM_COVERAGE |
TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN |
|
|
SERVING_OFF |
MAXIMUM_COVERAGE |
TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN |
|
MANUAL_CPM |
CPM_BANNER_CAMPAIGN |
Automatic strategies
|
Strategy on search |
Strategies allowed in ad networks |
Types of campaigns this strategy is available for |
|
AVERAGE_CPA |
NETWORK_DEFAULT |
TEXT_CAMPAIGN, UNIFIED_CAMPAIGN |
|
SERVING_OFF |
TEXT_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN, UNIFIED_CAMPAIGN |
|
|
AVERAGE_CPA_MULTIPLE_GOALS |
NETWORK_DEFAULT |
TEXT_CAMPAIGN, UNIFIED_CAMPAIGN |
|
SERVING_OFF |
TEXT_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN, UNIFIED_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, UNIFIED_CAMPAIGN |
|
SERVING_OFF |
TEXT_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN, UNIFIED_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 |
|
|
AVERAGE_CRR |
NETWORK_DEFAULT |
TEXT_CAMPAIGN, SMART_CAMPAIGN, UNIFIED_CAMPAIGN |
|
SERVING_OFF |
TEXT_CAMPAIGN, SMART_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN, UNIFIED_CAMPAIGN |
|
|
PAY_FOR_CONVERSION |
NETWORK_DEFAULT |
TEXT_CAMPAIGN, UNIFIED_CAMPAIGN |
|
SERVING_OFF |
TEXT_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN, UNIFIED_CAMPAIGN |
|
|
PAY_FOR_CONVERSION_CRR |
NETWORK_DEFAULT |
TEXT_CAMPAIGN, SMART_CAMPAIGN, UNIFIED_CAMPAIGN |
|
SERVING_OFF |
TEXT_CAMPAIGN, SMART_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN, UNIFIED_CAMPAIGN |
|
|
PAY_FOR_CONVERSION_MULTIPLE_GOALS |
NETWORK_DEFAULT |
TEXT_CAMPAIGN, UNIFIED_CAMPAIGN |
|
SERVING_OFF |
TEXT_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN, UNIFIED_CAMPAIGN |
|
|
PAY_FOR_CONVERSION_PER_CAMPAIGN |
NETWORK_DEFAULT |
SMART_CAMPAIGN |
|
SERVING_OFF |
SMART_CAMPAIGN |
|
|
PAY_FOR_CONVERSION_PER_FILTER |
NETWORK_DEFAULT |
SMART_CAMPAIGN |
|
SERVING_OFF |
SMART_CAMPAIGN |
|
|
PAY_FOR_INSTALL |
NETWORK_DEFAULT |
MOBILE_APP_CAMPAIGN |
|
SERVING_OFF |
MOBILE_APP_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, UNIFIED_CAMPAIGN |
|
SERVING_OFF |
TEXT_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN, UNIFIED_CAMPAIGN |
|
|
WB_MAXIMUM_CONVERSION_RATE |
NETWORK_DEFAULT |
TEXT_CAMPAIGN, UNIFIED_CAMPAIGN |
|
SERVING_OFF |
TEXT_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN, UNIFIED_CAMPAIGN |
|
|
WEEKLY_CLICK_PACKAGE Alert 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 Alert 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 |
"Manual bid management with optimization", using separate bid management on search and in ad networks.
See the description in Yandex Direct Help.
"Optimize conversions", and keep the average CPA.
See the description in Yandex Direct Help.
The "Maximize conversions" pay-per-click strategy, maintain the average CPA for multiple goals.
See the description in Yandex Direct Help.
"Optimizing the number of conversions" strategy with per-campaign CPA.
See the description in Yandex Direct Help.
"Optimizing the number of conversions" strategy with per-filter CPA.
See the description in Yandex Direct Help.
"Optimize clicks", limit by average CPC.
See the description in Yandex Direct Help.
"Optimizing the number of clicks" strategy with per-campaign CPC.
See the description in Yandex Direct Help.
"Optimizing the number of clicks" strategy with per-filter CPC.
See the description in Yandex Direct Help.
"Optimize number of app installations", and keep the average CPI.
See the description in Yandex Direct Help.
"Optimize cost revenue ratio".
See the description in Yandex Direct Help.
"Optimize ROI".
See the description in Yandex Direct Help.
"Maximum video views", over the period.
See the description in Yandex Direct Help.
"Decrease cost for repeat impressions", over a period.
See the description in Yandex Direct Help.
"Maximum impressions at minimal cost", over a period.
See the description in Yandex Direct Help.
"Manual bid management with optimization".
See the description in Yandex Direct Help.
"Manual bid management" (for display campaigns).
See the description in Yandex Direct Help.
Settings for impressions in ad networks based on the settings for search.
"Optimize conversions", pay per conversion (for "Text & Image Ads" and "Dynamic ads" campaigns).
See the description in Yandex Direct Help.
"Optimize cost revenue ratio", pay per conversion.
See the description in Yandex Direct Help.
Pay-per-conversion campaigns with the "Maximize conversions" strategy for each of the specified goals.
See the description in Yandex Direct Help.
"Optimizing the number of conversions", pay per conversion (for "Smart banner" campaigns).
See the description in Yandex Direct Help.
"Optimizing the number of conversions", pay per conversion for each filter (for "Smart banner" campaigns).
See the description in Yandex Direct Help.
"Optimizing conversions", pay per installation.
See the description in Yandex Direct Help.
Displays are disabled.
"Maximum video views", per week.
See the description in Yandex Direct Help.
"Decrease cost for repeat impressions", weekly.
See the description in Yandex Direct Help.
"Optimize number of app installations" without specifying the average CPI.
See the description in Yandex Direct Help.
"Optimize clicks", limited by the weekly budget.
See the description in Yandex Direct Help.
"Optimize conversions", without specifying the average CPA.
See the description in Yandex Direct Help.
"Maximum impressions at minimal cost", weekly.
See the description in Yandex Direct Help.
"Optimize clicks", limit by click package.
See the description in Yandex Direct Help.
Alert
The parameter is deprecated and no longer supported.