Display strategies for smart banners

A strategy is a special configuration designed for the purpose of an advertising campaign, like to attract traffic to a site, get the most useful user actions, or optimize ROI.
Three automatic strategies are available for smart banners:

You choose the intended result of your strategy and set your budget and bid limits for the entire campaign or per filter. After the campaign is launched, bids are automatically selected to achieve the best results and meet the criteria you set.

You can choose a display strategy on your campaign settings page. You can choose only one strategy to apply to all of the ads in the campaign.

  1. How strategies work
  2. How to use strategies effectively
  3. Strategy relaunch

How strategies work

All Yandex.Direct strategies are based on a special mathematical algorithm that forecasts clicks on your ad and conversions on your site.

Forecasts are formulated by the hour for every day of the week. That way, you can see what correlations exist between the number of impressions, clicks, and targeted events in relation to the time of day/day of week. The forecast is regularly re-calculated using the latest data during the placement process.

In order to manage bids as effectively as possible, the strategies make adjustments to ad campaigns far more frequently than you could do manually or with the help of third-party ad management tools.

Protection from over-spending is built into the strategies by default. The system cannot spend more than 35% of your weekly budget per day, and the bid never rises above 10% of your weekly budget. If impressions are restricted due to time targeting, the system will only distribute your budget on the days when your campaign is running. In that case, no more than 35% of your weekly budget can be spent in a day.

How to use strategies effectively

General recommendations

To achieve the best results, the system conducts a detailed set of calculations that are used to optimize your settings regularly. For this reason, it's important to give the system some time to work everything out. In most cases this takes a few weeks.

Setting limits

In order to find the optimal balance between price and quantity, the system needs space to experiment. This means that the fewer unnecessary limits you set, the better your chosen strategy will work.

Try to set appropriate parameters and don't underestimate your average CPC.

If user activity on your site changes quickly for reasons not directly related to your selected strategy, it may take time to recalibrate, and the limitations you set might not be maintained. This might occur if you update the design of your site or change your targeting.

Strategy relaunch

The system always recalculates indicators after a strategy relaunches. That way it can create a new forecast and set optimal bids. The age of data is factored into the compiled statistics: newer data bears greater “weight”. If the strategy was not in effect more than 28 calendar days before relaunching, the statistics will be reset.

Strategies relaunch when the following occur:

  • Strategy settings change
  • A campaign launches after having been stopped
  • Funds are added to an account that had a zero balance
  • Display regions change.
  • Impression schedule changed (e.g., holiday impression settings).

Internal mechanisms allow the system to readjust quickly, but it still requires some time to put together a new forecast. Your daily expense limit might be exceeded on the day the strategy is relaunched.