--- metadata: - name: generator content: Diplodoc Platform v5.52.0 alternate: - https://yandex.com/dev/direct/doc/en/objects/campaign-strategies.md - https://yandex.com/dev/direct/doc/ru/objects/campaign-strategies.md - href: en/objects/campaign-strategies.md type: text/markdown title: Markdown version - href: ../llms.txt type: text/markdown title: llms.txt sourcePath: en/dg/objects/campaign-strategies.md --- > **Documentation Index:** Fetch the complete configuration index at https://yandex.com/dev/direct/doc/en/llms.txt # Display strategies Display strategies are divided into two categories: - Manual strategies, where the advertiser or agency manually sets the bids for targeting criteria, such as keywords and audience segments. {% note info %} The manual bid per click can automatically decrease or increase depending on the probability of a conversion (see [Automatic adjustment of bids](https://yandex.com/support/direct/en/impressions/automatic-bid-adjustment-in-yan.html) in Yandex Direct Help). {% endnote %} - Automatic strategies, where bids are set automatically according to the strategy settings. For more information about display strategies, see [Selecting a display strategy](https://yandex.com/support/direct/en/strategies/select-strategy.html) 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: * [Manual strategies](#strategies-manual) * [Automatic strategies](#strategies-auto) {% note 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. {% endnote %} Manual strategies {#strategies-manual} #| || **Strategy on search** | **Strategies allowed in ad networks** | **Types of campaigns this strategy is available for** || || [HIGHEST_POSITION](*HIGHEST_POSITION) | [SERVING_OFF](*SERVING_OFF) | UNIFIED_CAMPAIGN || || [SERVING_OFF](*SERVING_OFF) | [MANUAL_CPM](*MANUAL_CPM) | CPM_BANNER_CAMPAIGN || |# Automatic strategies {#strategies-auto} #| || **Strategy on search** | **Strategies allowed in ad networks** | **Types of campaigns this strategy is available for** || || [AVERAGE_CPA](*AVERAGE_CPA) | [NETWORK_DEFAULT](*NETWORK_DEFAULT) | UNIFIED_CAMPAIGN || || ^ | [SERVING_OFF](*SERVING_OFF) | UNIFIED_CAMPAIGN || || [AVERAGE_CPA_MULTIPLE_GOALS](*AVERAGE_CPA_MULTIPLE_GOALS) | [NETWORK_DEFAULT](*NETWORK_DEFAULT) | UNIFIED_CAMPAIGN || || ^ | [SERVING_OFF](*SERVING_OFF) | UNIFIED_CAMPAIGN || || [AVERAGE_CPC](*AVERAGE_CPC) | [NETWORK_DEFAULT](*NETWORK_DEFAULT) | UNIFIED_CAMPAIGN || || ^ | [SERVING_OFF](*SERVING_OFF) | UNIFIED_CAMPAIGN || || [AVERAGE_CRR](*AVERAGE_CRR) | [NETWORK_DEFAULT](*NETWORK_DEFAULT) | UNIFIED_CAMPAIGN || || ^ | [SERVING_OFF](*SERVING_OFF) | UNIFIED_CAMPAIGN || || [MAX_PROFIT](*MAX_PROFIT) | [NETWORK_DEFAULT](*NETWORK_DEFAULT) | UNIFIED_CAMPAIGN || || ^ | [SERVING_OFF](*SERVING_OFF) | UNIFIED_CAMPAIGN || || [PAY_FOR_CONVERSION](*PAY_FOR_CONVERSION) | [NETWORK_DEFAULT](*NETWORK_DEFAULT) | UNIFIED_CAMPAIGN || || ^ | [SERVING_OFF](*SERVING_OFF) | UNIFIED_CAMPAIGN || || [PAY_FOR_CONVERSION_CRR](*PAY_FOR_CONVERSION_CRR) | [NETWORK_DEFAULT](*NETWORK_DEFAULT) | UNIFIED_CAMPAIGN || || ^ | [SERVING_OFF](*SERVING_OFF) | UNIFIED_CAMPAIGN || || [PAY_FOR_CONVERSION_MULTIPLE_GOALS](*PAY_FOR_CONVERSION_MULTIPLE_GOALS) | [NETWORK_DEFAULT](*NETWORK_DEFAULT) | UNIFIED_CAMPAIGN || || ^ | [SERVING_OFF](*SERVING_OFF) | UNIFIED_CAMPAIGN || || [WB_MAXIMUM_CLICKS](*WB_MAXIMUM_CLICKS) | [NETWORK_DEFAULT](*NETWORK_DEFAULT) | UNIFIED_CAMPAIGN || || ^ | [SERVING_OFF](*SERVING_OFF) | UNIFIED_CAMPAIGN || || [WB_MAXIMUM_CONVERSION_RATE](*WB_MAXIMUM_CONVERSION_RATE) | [NETWORK_DEFAULT](*NETWORK_DEFAULT) | UNIFIED_CAMPAIGN || || ^ | [SERVING_OFF](*SERVING_OFF) | UNIFIED_CAMPAIGN || || [SERVING_OFF](*SERVING_OFF) | [AVERAGE_CPA](*AVERAGE_CPA) | UNIFIED_CAMPAIGN || || ^ | [AVERAGE_CPC](*AVERAGE_CPC) | UNIFIED_CAMPAIGN || || ^ | [AVERAGE_CRR](*AVERAGE_CRR) | UNIFIED_CAMPAIGN || || ^ | [WB_MAXIMUM_CLICKS](*WB_MAXIMUM_CLICKS) | UNIFIED_CAMPAIGN || || ^ | [WB_MAXIMUM_CONVERSION_RATE](*WB_MAXIMUM_CONVERSION_RATE) | UNIFIED_CAMPAIGN || || ^ | [CP_DECREASED_PRICE_FOR_REPEATED_IMPRESSIONS](*CP_DECREASED_PRICE_FOR_REPEATED_IMPRESSIONS) | CPM_BANNER_CAMPAIGN || || ^ | [CP_MAXIMUM_IMPRESSIONS](*CP_MAXIMUM_IMPRESSIONS) | CPM_BANNER_CAMPAIGN || || ^ | [WB_DECREASED_PRICE_FOR_REPEATED_IMPRESSIONS](*WB_DECREASED_PRICE_FOR_REPEATED_IMPRESSIONS) | CPM_BANNER_CAMPAIGN || || ^ | [WB_MAXIMUM_IMPRESSIONS](*WB_MAXIMUM_IMPRESSIONS) | CPM_BANNER_CAMPAIGN || || ^ | [PAY_FOR_CONVERSION](*PAY_FOR_CONVERSION) | UNIFIED_CAMPAIGN || || ^ | [PAY_FOR_CONVERSION_CRR](*PAY_FOR_CONVERSION_CRR) | UNIFIED_CAMPAIGN || || ^ | [WB_AVERAGE_CPV](*WB_AVERAGE_CPV) | CPM_BANNER_CAMPAIGN || || ^ | [CP_AVERAGE_CPV](*CP_AVERAGE_CPV). | CPM_BANNER_CAMPAIGN || |# [*AVERAGE_CPA]: "Optimize conversions", and keep the average CPA. See the [description](https://yandex.com/support/direct/en/ru/strategies/average-cpa) in the Yandex Direct Help. [*AVERAGE_CPA_MULTIPLE_GOALS]: The "Maximize conversions" pay-per-click strategy, maintain the average CPA for multiple goals. See the [description](https://yandex.com/support/direct/en/ru/strategies/average-cpa) in the Yandex Direct Help. [*AVERAGE_CPC]: "Optimize clicks", limit by average CPC. See the [description](https://yandex.com/support/direct/en/strategies/average-cpc.html) in the Yandex Direct Help. [*AVERAGE_CPI]: "Optimize the number of app installs", maintain the average CPI. See the [description](https://yandex.com/support/direct/en/strategies/average-cpi.html) in the Yandex Direct Help. [*AVERAGE_CRR]: "Optimize cost revenue ratio". See the [description](https://yandex.com/support/direct/en/strategies/average-crr.html) in the Yandex Direct Help. [*CP_AVERAGE_CPV]: "Maximize video views", over a period. See the [description](https://yandex.com/support/direct/en/strategies/maximum-video-views.html) in the Yandex Direct Help. [*CP_DECREASED_PRICE_FOR_REPEATED_IMPRESSIONS]: "Decrease cost for repeat impressions", over a period. See the [description](https://yandex.com/support/direct/en/strategies/decrease-price-for-repeat-impressions.html) in the Yandex Direct Help. [*CP_MAXIMUM_IMPRESSIONS]: "Maximize impressions at minimal cost", over a period. See the [description](https://yandex.com/support/direct/en/strategies/maximize-impressions-for-lowest-price.html) in the Yandex Direct Help. [*HIGHEST_POSITION]: "Manual bid management with optimization". See the [description](https://yandex.com/support/direct/en/strategies/manual-strategy.html) in the Yandex Direct Help. [*MANUAL_CPM]: "Manual bid management" (for display campaigns). See the [description](https://yandex.com/support/direct/en/strategies/manual-strategy.html) in the Yandex Direct Help. [*MAX_PROFIT]: "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](https://yandex.com/support/direct/en/ru/strategies/maximum-profit) in the Yandex Direct Help. [*NETWORK_DEFAULT]: Settings for impressions in ad networks based on the settings for search. [*PAY_FOR_CONVERSION]: "Optimize conversions" pay-per-conversion strategy (for "Text & Image Ads" and "Dynamic ads" campaigns). See the [description](https://yandex.com/support/direct/en/strategies/average-cpa.html) in the Yandex Direct Help. [*PAY_FOR_CONVERSION_CRR]: "Optimize cost revenue ratio" pay-per-conversion strategy. See the [description](https://yandex.com/support/direct/en/strategies/average-crr.html) in the Yandex Direct Help. [*PAY_FOR_CONVERSION_MULTIPLE_GOALS]: "Maximize conversions" pay-per-conversion strategy for each of the specified goals. See the [description](https://yandex.com/support/direct/en/ru/strategies/average-cpa) in the Yandex Direct Help. [*SERVING_OFF]: Displays are disabled. [*WB_AVERAGE_CPV]: "Maximize video views", weekly. See the [description](https://yandex.com/support/direct/en/strategies/maximum-video-views.html) in the Yandex Direct Help. [*WB_DECREASED_PRICE_FOR_REPEATED_IMPRESSIONS]: "Decrease cost for repeat impressions", weekly. See the [description](https://yandex.com/support/direct/en/strategies/decrease-price-for-repeat-impressions.html) in the Yandex Direct Help. [*WB_MAXIMUM_APP_INSTALLS]: "Optimize the number of app installs" without specifying the average CPI. See the [description](https://yandex.com/support/direct/en/strategies/average-cpa-mobile-apps.html) in the Yandex Direct Help. [*WB_MAXIMUM_CLICKS]: "Optimize clicks", limited by the weekly budget. See the [description](https://yandex.com/support/direct/en/strategies/average-cpc.html) in the Yandex Direct Help. [*WB_MAXIMUM_CONVERSION_RATE]: "Optimize conversions", without specifying the average CPA. See the [description](https://yandex.com/support/direct/en/strategies/weekly-budget.html) in the Yandex Direct Help. [*WB_MAXIMUM_IMPRESSIONS]: "Maximize impressions at minimal cost", weekly. See the [description](https://yandex.com/support/direct/en/strategies/maximize-impressions-for-lowest-price.html) in the Yandex Direct Help. [*WEEKLY_CLICK_PACKAGE]: "Optimize clicks", limit by click package. See the [description](https://yandex.com/support/direct/en/strategies/weekly-package.html) in the Yandex Direct Help. {% note alert %} The parameter is deprecated and no longer supported. {% endnote %}