Display strategies

Display strategies are divided into two categories:

  • Manual strategies — the advertiser (or agency) independently sets bids for display conditions (keywords, audience targets, dynamic ad targets).
  • Automatic strategies — bids are set automatically according to the strategy parameters. The advertiser (or agency) can set priorities for display conditions.

For more information about display strategies, see Selecting a display strategy in the Help for Yandex.Direct.

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:

Attention. Specific requirements must be met in order to enable the strategies WB_MAXIMUM_CONVERSION_RATE, WB_MAXIMUM_APP_INSTALLS, AVERAGE_CPA, AVERAGE_CPI and AVERAGE_ROI. See the description of these strategies in the Help for Yandex.Direct.
Manual strategies
Strategy in search resultsStrategies allowed in ad networksTypes of campaigns this strategy is available for
HIGHEST_POSITIONNETWORK_DEFAULTTEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN

SERVING_OFF

TEXT_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN

MAXIMUM_COVERAGE

TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN
SERVING_OFFMAXIMUM_COVERAGETEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN
MANUAL_CPMCPM_BANNER_CAMPAIGN
Automatic strategies
Strategy in search resultsStrategies allowed in ad networksTypes of campaigns this strategy is available for
WB_MAXIMUM_CLICKSNETWORK_DEFAULTTEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN
SERVING_OFFTEXT_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN
WB_MAXIMUM_CONVERSION_RATENETWORK_DEFAULTTEXT_CAMPAIGN
SERVING_OFFTEXT_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN
WB_MAXIMUM_APP_INSTALLSNETWORK_DEFAULTMOBILE_APP_CAMPAIGN
SERVING_OFFMOBILE_APP_CAMPAIGN
AVERAGE_CPCNETWORK_DEFAULTTEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN
SERVING_OFFTEXT_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN
AVERAGE_CPANETWORK_DEFAULTTEXT_CAMPAIGN
SERVING_OFFTEXT_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN
AVERAGE_CPINETWORK_DEFAULTMOBILE_APP_CAMPAIGN
SERVING_OFFMOBILE_APP_CAMPAIGN
AVERAGE_ROINETWORK_DEFAULTTEXT_CAMPAIGN
SERVING_OFFTEXT_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN
WEEKLY_CLICK_PACKAGENETWORK_DEFAULTTEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN
SERVING_OFFTEXT_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN
SERVING_OFFWB_MAXIMUM_CLICKSTEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN
WB_MAXIMUM_CONVERSION_RATETEXT_CAMPAIGN
WB_MAXIMUM_APP_INSTALLSMOBILE_APP_CAMPAIGN
AVERAGE_CPCTEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN
AVERAGE_CPATEXT_CAMPAIGN
AVERAGE_CPIMOBILE_APP_CAMPAIGN
AVERAGE_ROITEXT_CAMPAIGN
WEEKLY_CLICK_PACKAGETEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN
CP_MAXIMUM_IMPRESSIONSCPM_BANNER_CAMPAIGN
WB_MAXIMUM_IMPRESSIONSCPM_BANNER_CAMPAIGN
CP_DECREASED_PRICE_FOR_REPEATED_IMPRESSIONSCPM_BANNER_CAMPAIGN
WB_DECREASED_PRICE_FOR_REPEATED_IMPRESSIONSCPM_BANNER_CAMPAIGN