Strategies are a combination of settings for your placement in Yandex.Direct. The ad's bid management, display positions, and the selection of available limitations depend on the selected strategy.
Yandex.Direct offers different types of strategies to suit different aims set by advertisers. Before choosing a strategy, determine what you want the ad to achieve (for example, attracting new users to the site, increasing the sales of an online store, informing clients of sales), the approximate budget (for example, for one week or for one click) and where the ads are to be displayed (for example, on all possible sites or only in Yandex search results).
With automatic strategies, the system manages placement independently, aiming for as many targeted click-throughs as possible. The system chooses the most effective keywords and set bids based on the limitations and settings you set. Automatic strategies help, for example, to spend the set weekly budget as effectively as possible or get clicks at specific average price.
We recommend that everyone who wants to be certain that their ads will prove effective and make sure that their impression settings optimally match their ad campaign goals use the automated strategies.
Manual bid management, or manual strategies, allows you to control all ad indicators and independently set bids based on keywords' effectiveness in the ad campaign.
You can choose a display strategy on the campaign settings page. Only one strategy (manual or one of the automatic) can be chosen for each campaign and all of the ads within it.