Display strategies
Display strategies are divided into two categories:
-
Manual strategies, where the advertiser or agency manually sets bids for targeting criteria, such as keywords and audience targeting criteria.
Note
Manually set CPC bids can automatically increase or decrease based on the likelihood of a conversion (see Automatic bid adjustments in Yandex Direct Help).
-
Automatic strategies, where bids are set automatically according to the strategy settings.
For more information about display strategies, see Display strategies 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
You can enable the following strategies only under certain conditions: 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. For more details on these strategies, see 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 |
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 |
UNIFIED_CAMPAIGN |
|
SERVING_OFF |
UNIFIED_CAMPAIGN |
|
|
AVERAGE_CPA_MULTIPLE_GOALS |
NETWORK_DEFAULT |
UNIFIED_CAMPAIGN |
|
SERVING_OFF |
UNIFIED_CAMPAIGN |
|
|
AVERAGE_CPC |
NETWORK_DEFAULT |
UNIFIED_CAMPAIGN |
|
SERVING_OFF |
UNIFIED_CAMPAIGN |
|
|
AVERAGE_CRR |
NETWORK_DEFAULT |
UNIFIED_CAMPAIGN |
|
SERVING_OFF |
UNIFIED_CAMPAIGN |
|
|
MAX_PROFIT |
NETWORK_DEFAULT |
UNIFIED_CAMPAIGN |
|
SERVING_OFF |
UNIFIED_CAMPAIGN |
|
|
PAY_FOR_CONVERSION |
NETWORK_DEFAULT |
UNIFIED_CAMPAIGN |
|
SERVING_OFF |
UNIFIED_CAMPAIGN |
|
|
PAY_FOR_CONVERSION_CRR |
NETWORK_DEFAULT |
UNIFIED_CAMPAIGN |
|
SERVING_OFF |
UNIFIED_CAMPAIGN |
|
|
PAY_FOR_CONVERSION_MULTIPLE_GOALS |
NETWORK_DEFAULT |
UNIFIED_CAMPAIGN |
|
SERVING_OFF |
UNIFIED_CAMPAIGN |
|
|
WB_MAXIMUM_CLICKS |
NETWORK_DEFAULT |
UNIFIED_CAMPAIGN |
|
SERVING_OFF |
UNIFIED_CAMPAIGN |
|
|
WB_MAXIMUM_CONVERSION_RATE |
NETWORK_DEFAULT |
UNIFIED_CAMPAIGN |
|
SERVING_OFF |
UNIFIED_CAMPAIGN |
|
|
SERVING_OFF |
AVERAGE_CPA |
UNIFIED_CAMPAIGN |
|
AVERAGE_CPC |
UNIFIED_CAMPAIGN |
|
|
AVERAGE_CRR |
UNIFIED_CAMPAIGN |
|
|
WB_MAXIMUM_CLICKS |
UNIFIED_CAMPAIGN |
|
|
WB_MAXIMUM_CONVERSION_RATE |
UNIFIED_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 |
UNIFIED_CAMPAIGN |
|
|
PAY_FOR_CONVERSION_CRR |
UNIFIED_CAMPAIGN |
|
|
WB_AVERAGE_CPV |
CPM_BANNER_CAMPAIGN |
|
|
CP_AVERAGE_CPV. |
CPM_BANNER_CAMPAIGN |
"Optimize conversions", and keep the average CPA.
See details in Yandex Direct Help.
The "Maximize conversions" pay-per-click strategy, maintain the average CPA for multiple goals.
See details in Yandex Direct Help.
"Optimize clicks", limit by average CPC.
See details in Yandex Direct Help.
"Optimize cost revenue ratio".
See details in Yandex Direct Help.
"Maximize video views", over a period.
See details in Yandex Direct Help.
"Decrease cost for repeat impressions", over a period.
See details in Yandex Direct Help.
"Maximize impressions at minimal cost", over a period.
See details in Yandex Direct Help.
"Manual bid management with optimization".
See details in Yandex Direct Help.
"Manual bid management" (for display campaigns).
See details in 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 details in 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 details in Yandex Direct Help.
"Optimize cost revenue ratio" pay-per-conversion strategy.
See details in Yandex Direct Help.
"Maximize conversions" pay-per-conversion strategy for each of the specified goals.
See details in Yandex Direct Help.
Displays are disabled.
"Maximize video views", weekly.
See details in Yandex Direct Help.
"Decrease cost for repeat impressions", weekly.
See details in Yandex Direct Help.
"Optimize clicks", limited by the weekly budget.
See details in Yandex Direct Help.
"Optimize conversions", without specifying the average CPA.
See details in Yandex Direct Help.
"Maximize impressions at minimal cost", weekly.
See details in Yandex Direct Help.