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 results Strategies allowed in ad networks Types of campaigns this strategy is available for
HIGHEST_POSITION NETWORK_DEFAULT TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN

SERVING_OFF

TEXT_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN

MAXIMUM_COVERAGE

TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN
SERVING_OFF MAXIMUM_COVERAGE TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN
MANUAL_CPM CPM_BANNER_CAMPAIGN
Automatic strategies
Strategy in search results Strategies allowed in ad networks Types of campaigns this strategy is available for
WB_MAXIMUM_CLICKS NETWORK_DEFAULT TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN
SERVING_OFF TEXT_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN
WB_MAXIMUM_CONVERSION_RATE NETWORK_DEFAULT TEXT_CAMPAIGN
SERVING_OFF TEXT_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN
WB_MAXIMUM_APP_INSTALLS NETWORK_DEFAULT MOBILE_APP_CAMPAIGN
SERVING_OFF MOBILE_APP_CAMPAIGN
AVERAGE_CPC NETWORK_DEFAULT TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN
SERVING_OFF TEXT_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN
AVERAGE_CPA NETWORK_DEFAULT TEXT_CAMPAIGN
SERVING_OFF TEXT_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN
AVERAGE_CPI NETWORK_DEFAULT MOBILE_APP_CAMPAIGN
SERVING_OFF MOBILE_APP_CAMPAIGN
AVERAGE_ROI NETWORK_DEFAULT TEXT_CAMPAIGN
SERVING_OFF TEXT_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN
WEEKLY_CLICK_PACKAGE NETWORK_DEFAULT TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN
SERVING_OFF TEXT_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN
SERVING_OFF WB_MAXIMUM_CLICKS TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN
WB_MAXIMUM_CONVERSION_RATE TEXT_CAMPAIGN
WB_MAXIMUM_APP_INSTALLS MOBILE_APP_CAMPAIGN
AVERAGE_CPC TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN
AVERAGE_CPA TEXT_CAMPAIGN
AVERAGE_CPI MOBILE_APP_CAMPAIGN
AVERAGE_ROI TEXT_CAMPAIGN
WEEKLY_CLICK_PACKAGE TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN
CP_MAXIMUM_IMPRESSIONS CPM_BANNER_CAMPAIGN
WB_MAXIMUM_IMPRESSIONS CPM_BANNER_CAMPAIGN
CP_DECREASED_PRICE_FOR_REPEATED_IMPRESSIONS CPM_BANNER_CAMPAIGN
WB_DECREASED_PRICE_FOR_REPEATED_IMPRESSIONS CPM_BANNER_CAMPAIGN