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
WB_MAXIMUM_CONVERSION_RATE, AVERAGE_CPA, AVERAGE_CPA_MULTIPLE_GOALS, AVERAGE_CPI, AVERAGE_CRR, PAY_FOR_CONVERSION, PAY_FOR_CONVERSION_MULTIPLE_GOALS, WB_AVERAGE_CPV, CP_AVERAGE_CPV, and PAY_FOR_CONVERSION_CRR can only be enabled under certain conditions. You can find an overview 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, MOBILE_APP_CAMPAIGN, UNIFIED_CAMPAIGN |
|
SERVING_OFF |
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, UNIFIED_CAMPAIGN |
|
|
AVERAGE_CPA_MULTIPLE_GOALS |
NETWORK_DEFAULT |
TEXT_CAMPAIGN, UNIFIED_CAMPAIGN |
|
SERVING_OFF |
TEXT_CAMPAIGN, UNIFIED_CAMPAIGN |
|
|
AVERAGE_CPC |
NETWORK_DEFAULT |
TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN, UNIFIED_CAMPAIGN |
|
SERVING_OFF |
TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN, UNIFIED_CAMPAIGN |
|
|
AVERAGE_CRR |
NETWORK_DEFAULT |
TEXT_CAMPAIGN, UNIFIED_CAMPAIGN |
|
SERVING_OFF |
TEXT_CAMPAIGN, UNIFIED_CAMPAIGN |
|
|
MAX_PROFIT |
NETWORK_DEFAULT |
TEXT_CAMPAIGN, UNIFIED_CAMPAIGN |
|
SERVING_OFF |
TEXT_CAMPAIGN, UNIFIED_CAMPAIGN |
|
|
PAY_FOR_CONVERSION |
NETWORK_DEFAULT |
TEXT_CAMPAIGN, UNIFIED_CAMPAIGN |
|
SERVING_OFF |
TEXT_CAMPAIGN, UNIFIED_CAMPAIGN |
|
|
PAY_FOR_CONVERSION_CRR |
NETWORK_DEFAULT |
TEXT_CAMPAIGN, UNIFIED_CAMPAIGN |
|
SERVING_OFF |
TEXT_CAMPAIGN, UNIFIED_CAMPAIGN |
|
|
PAY_FOR_CONVERSION_MULTIPLE_GOALS |
NETWORK_DEFAULT |
TEXT_CAMPAIGN, UNIFIED_CAMPAIGN |
|
SERVING_OFF |
TEXT_CAMPAIGN, UNIFIED_CAMPAIGN |
|
|
WB_MAXIMUM_CLICKS |
NETWORK_DEFAULT |
TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN, UNIFIED_CAMPAIGN |
|
SERVING_OFF |
TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN, UNIFIED_CAMPAIGN |
|
|
WB_MAXIMUM_CONVERSION_RATE |
NETWORK_DEFAULT |
TEXT_CAMPAIGN, UNIFIED_CAMPAIGN |
|
SERVING_OFF |
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, MOBILE_APP_CAMPAIGN |
|
|
SERVING_OFF |
AVERAGE_CPA |
TEXT_CAMPAIGN, UNIFIED_CAMPAIGN |
|
AVERAGE_CPC |
TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN, UNIFIED_CAMPAIGN |
|
|
AVERAGE_CPI |
MOBILE_APP_CAMPAIGN |
|
|
AVERAGE_CRR |
TEXT_CAMPAIGN, UNIFIED_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 |
|
|
WB_AVERAGE_CPV |
CPM_BANNER_CAMPAIGN |
|
|
CP_AVERAGE_CPV. |
CPM_BANNER_CAMPAIGN |
"Optimize conversions", and keep the average CPA.
See the description in the Yandex Direct Help.
The "Maximize conversions" pay-per-click strategy, maintain the average CPA for multiple goals.
See the description in the Yandex Direct Help.
"Optimize clicks", limit by average CPC.
See the description in the Yandex Direct Help.
"Optimize the number of app installs", maintain the average CPI.
See the description in the Yandex Direct Help.
"Optimize cost revenue ratio".
See the description in the Yandex Direct Help.
"Maximize video views", over a period.
See the description in the Yandex Direct Help.
"Decrease cost for repeat impressions", over a period.
See the description in the Yandex Direct Help.
"Maximize impressions at minimal cost", over a period.
See the description in the Yandex Direct Help.
"Manual bid management with optimization".
See the description in the Yandex Direct Help.
"Manual bid management" (for display campaigns).
See the description in the Yandex Direct Help.
"Maximize profit": the optimal CPA is selected and continuously updated based on the profit per conversion metric, allowing your business to maximize its actual profit.
See the description in the Yandex Direct Help.
Settings for impressions in ad networks based on the settings for search.
"Optimize conversions" pay-per-conversion strategy (for "Text & Image Ads" and "Dynamic ads" campaigns).
See the description in the Yandex Direct Help.
"Optimize cost revenue ratio" pay-per-conversion strategy.
See the description in the Yandex Direct Help.
"Maximize conversions" pay-per-conversion strategy for each of the specified goals.
See the description in the Yandex Direct Help.
"Optimize the number of conversions" pay-per-conversion strategy (for "Smart banner" campaigns).
See the description in the Yandex Direct Help.
"Optimize the number of conversions" pay-per-conversion strategy for each filter (for "Smart banner" campaigns).
See the description in the Yandex Direct Help.
Displays are disabled.
"Maximize video views", weekly.
See the description in the Yandex Direct Help.
"Decrease cost for repeat impressions", weekly.
See the description in the Yandex Direct Help.
"Optimize the number of app installs" without specifying the average CPI.
See the description in the Yandex Direct Help.
"Optimize clicks", limited by the weekly budget.
See the description in the Yandex Direct Help.
"Optimize conversions", without specifying the average CPA.
See the description in the Yandex Direct Help.
"Maximize impressions at minimal cost", weekly.
See the description in the Yandex Direct Help.
"Optimize clicks", limit by click package.
See the description in the Yandex Direct Help.
Alert
The parameter is deprecated and no longer supported.