Display strategies
Attention.
In 2023, we are going to disable manual bid management in YAN. Follow our news.
Display strategies are divided into two categories:
- Manual strategies — the advertiser or agency independently sets bids for display conditions (keywords, audience targets, and dynamic ad targets).
- Automatic strategies, where bids are set automatically according to the strategy settings. The advertiser or agency can assign priority to impression criteria.
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 to enable the WB_MAXIMUM_CONVERSION_RATE, WB_MAXIMUM_APP_INSTALLS, AVERAGE_CPA, AVERAGE_CPI, AVERAGE_ROI, AVERAGE_CRR, PAY_FOR_CONVERSION, PAY_FOR_CONVERSION_PER_CAMPAIGN, PAY_FOR_INSTALL, WB_AVERAGE_CPV, CP_AVERAGE_CPV, AVERAGE_CRR, and PAY_FOR_CONVERSION_CRR strategies. See the description of these strategies in the Yandex Direct Help.
Strategy in search results | Strategies allowed in ad networks | Types of campaigns this strategy is available for |
---|---|---|
HIGHEST_POSITION | TEXT_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN, UNIFIED_CAMPAIGN | |
TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN | ||
SERVING_OFF | MAXIMUM_COVERAGE | TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN |
MANUAL_CPM | CPM_BANNER_CAMPAIGN |
Strategy in search results | Strategies allowed in ad networks | Types of campaigns this strategy is available for |
---|---|---|
HIGHEST_POSITION | TEXT_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN, UNIFIED_CAMPAIGN | |
TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN | ||
SERVING_OFF | MAXIMUM_COVERAGE | TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN |
MANUAL_CPM | CPM_BANNER_CAMPAIGN |
Strategy in search results | Strategies allowed in ad networks | Types of campaigns this strategy is available for |
---|---|---|
AVERAGE_CPA | NETWORK_DEFAULT | TEXT_CAMPAIGN, UNIFIED_CAMPAIGN |
SERVING_OFF | TEXT_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN, UNIFIED_CAMPAIGN | |
AVERAGE_CPA_PER_CAMP | NETWORK_DEFAULT | SMART_CAMPAIGN |
SERVING_OFF | SMART_CAMPAIGN | |
AVERAGE_CPA_PER_FILTER | NETWORK_DEFAULT | SMART_CAMPAIGN |
SERVING_OFF | SMART_CAMPAIGN | |
AVERAGE_CPC | NETWORK_DEFAULT | TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN, UNIFIED_CAMPAIGN |
SERVING_OFF | TEXT_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN, UNIFIED_CAMPAIGN | |
AVERAGE_CPC_PER_CAMP | NETWORK_DEFAULT | SMART_CAMPAIGN |
SERVING_OFF | SMART_CAMPAIGN | |
AVERAGE_CPC_PER_FILTER | NETWORK_DEFAULT | SMART_CAMPAIGN |
SERVING_OFF | SMART_CAMPAIGN | |
AVERAGE_CPI | NETWORK_DEFAULT | MOBILE_APP_CAMPAIGN |
SERVING_OFF | MOBILE_APP_CAMPAIGN | |
AVERAGE_ROI | NETWORK_DEFAULT | TEXT_CAMPAIGN, SMART_CAMPAIGN |
SERVING_OFF | TEXT_CAMPAIGN, SMART_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN | |
AVERAGE_CRR | NETWORK_DEFAULT | TEXT_CAMPAIGN, SMART_CAMPAIGN, UNIFIED_CAMPAIGN |
SERVING_OFF | TEXT_CAMPAIGN, SMART_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN, UNIFIED_CAMPAIGN | |
PAY_FOR_CONVERSION | NETWORK_DEFAULT | TEXT_CAMPAIGN, UNIFIED_CAMPAIGN |
SERVING_OFF | TEXT_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN, UNIFIED_CAMPAIGN | |
PAY_FOR_CONVERSION_CRR | NETWORK_DEFAULT | TEXT_CAMPAIGN, SMART_CAMPAIGN, UNIFIED_CAMPAIGN |
SERVING_OFF | TEXT_CAMPAIGN, SMART_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN, UNIFIED_CAMPAIGN | |
PAY_FOR_CONVERSION_PER_CAMPAIGN | NETWORK_DEFAULT | SMART_CAMPAIGN |
SERVING_OFF | SMART_CAMPAIGN | |
PAY_FOR_CONVERSION_PER_FILTER | NETWORK_DEFAULT | SMART_CAMPAIGN |
SERVING_OFF | SMART_CAMPAIGN | |
PAY_FOR_INSTALL | NETWORK_DEFAULT | MOBILE_APP_CAMPAIGN |
SERVING_OFF | MOBILE_APP_CAMPAIGN | |
WB_MAXIMUM_APP_INSTALLS | NETWORK_DEFAULT | MOBILE_APP_CAMPAIGN |
SERVING_OFF | MOBILE_APP_CAMPAIGN | |
WB_MAXIMUM_CLICKS | NETWORK_DEFAULT | TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN, UNIFIED_CAMPAIGN |
SERVING_OFF | TEXT_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN, UNIFIED_CAMPAIGN | |
WB_MAXIMUM_CONVERSION_RATE | NETWORK_DEFAULT | TEXT_CAMPAIGN, UNIFIED_CAMPAIGN |
SERVING_OFF | TEXT_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN, UNIFIED_CAMPAIGN | |
WEEKLY_CLICK_PACKAGE Restriction. This option is deprecated and no longer supported. | NETWORK_DEFAULT | TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN |
SERVING_OFF | TEXT_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN | |
SERVING_OFF | AVERAGE_CPA | TEXT_CAMPAIGN, UNIFIED_CAMPAIGN |
AVERAGE_CPA_PER_CAMP | SMART_CAMPAIGN | |
AVERAGE_CPA_PER_FILTER | SMART_CAMPAIGN | |
AVERAGE_CPC | TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN, UNIFIED_CAMPAIGN | |
AVERAGE_CPC_PER_CAMP | SMART_CAMPAIGN | |
AVERAGE_CPC_PER_FILTER | SMART_CAMPAIGN | |
AVERAGE_CPI | MOBILE_APP_CAMPAIGN | |
AVERAGE_ROI | TEXT_CAMPAIGN, SMART_CAMPAIGN | |
AVERAGE_CRR | TEXT_CAMPAIGN, SMART_CAMPAIGN, UNIFIED_CAMPAIGN | |
WB_MAXIMUM_APP_INSTALLS | MOBILE_APP_CAMPAIGN | |
WB_MAXIMUM_CLICKS | TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN, UNIFIED_CAMPAIGN | |
WB_MAXIMUM_CONVERSION_RATE | TEXT_CAMPAIGN, UNIFIED_CAMPAIGN | |
WEEKLY_CLICK_PACKAGE Restriction. This option is deprecated and no longer supported. | TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN | |
CP_DECREASED_PRICE_FOR_REPEATED_IMPRESSIONS | CPM_BANNER_CAMPAIGN | |
CP_MAXIMUM_IMPRESSIONS | CPM_BANNER_CAMPAIGN | |
WB_DECREASED_PRICE_FOR_REPEATED_IMPRESSIONS | CPM_BANNER_CAMPAIGN | |
WB_MAXIMUM_IMPRESSIONS | CPM_BANNER_CAMPAIGN | |
PAY_FOR_CONVERSION | TEXT_CAMPAIGN, UNIFIED_CAMPAIGN | |
PAY_FOR_CONVERSION_CRR | TEXT_CAMPAIGN, UNIFIED_CAMPAIGN | |
PAY_FOR_CONVERSION_PER_CAMPAIGN | SMART_CAMPAIGN | |
PAY_FOR_CONVERSION_PER_FILTER | SMART_CAMPAIGN | |
WB_AVERAGE_CPV | CPM_BANNER_CAMPAIGN | |
CP_AVERAGE_CPV. | CPM_BANNER_CAMPAIGN | |
PAY_FOR_INSTALL | MOBILE_APP_CAMPAIGN |
Strategy in search results | Strategies allowed in ad networks | Types of campaigns this strategy is available for |
---|---|---|
AVERAGE_CPA | NETWORK_DEFAULT | TEXT_CAMPAIGN, UNIFIED_CAMPAIGN |
SERVING_OFF | TEXT_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN, UNIFIED_CAMPAIGN | |
AVERAGE_CPA_PER_CAMP | NETWORK_DEFAULT | SMART_CAMPAIGN |
SERVING_OFF | SMART_CAMPAIGN | |
AVERAGE_CPA_PER_FILTER | NETWORK_DEFAULT | SMART_CAMPAIGN |
SERVING_OFF | SMART_CAMPAIGN | |
AVERAGE_CPC | NETWORK_DEFAULT | TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN, UNIFIED_CAMPAIGN |
SERVING_OFF | TEXT_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN, UNIFIED_CAMPAIGN | |
AVERAGE_CPC_PER_CAMP | NETWORK_DEFAULT | SMART_CAMPAIGN |
SERVING_OFF | SMART_CAMPAIGN | |
AVERAGE_CPC_PER_FILTER | NETWORK_DEFAULT | SMART_CAMPAIGN |
SERVING_OFF | SMART_CAMPAIGN | |
AVERAGE_CPI | NETWORK_DEFAULT | MOBILE_APP_CAMPAIGN |
SERVING_OFF | MOBILE_APP_CAMPAIGN | |
AVERAGE_ROI | NETWORK_DEFAULT | TEXT_CAMPAIGN, SMART_CAMPAIGN |
SERVING_OFF | TEXT_CAMPAIGN, SMART_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN | |
AVERAGE_CRR | NETWORK_DEFAULT | TEXT_CAMPAIGN, SMART_CAMPAIGN, UNIFIED_CAMPAIGN |
SERVING_OFF | TEXT_CAMPAIGN, SMART_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN, UNIFIED_CAMPAIGN | |
PAY_FOR_CONVERSION | NETWORK_DEFAULT | TEXT_CAMPAIGN, UNIFIED_CAMPAIGN |
SERVING_OFF | TEXT_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN, UNIFIED_CAMPAIGN | |
PAY_FOR_CONVERSION_CRR | NETWORK_DEFAULT | TEXT_CAMPAIGN, SMART_CAMPAIGN, UNIFIED_CAMPAIGN |
SERVING_OFF | TEXT_CAMPAIGN, SMART_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN, UNIFIED_CAMPAIGN | |
PAY_FOR_CONVERSION_PER_CAMPAIGN | NETWORK_DEFAULT | SMART_CAMPAIGN |
SERVING_OFF | SMART_CAMPAIGN | |
PAY_FOR_CONVERSION_PER_FILTER | NETWORK_DEFAULT | SMART_CAMPAIGN |
SERVING_OFF | SMART_CAMPAIGN | |
PAY_FOR_INSTALL | NETWORK_DEFAULT | MOBILE_APP_CAMPAIGN |
SERVING_OFF | MOBILE_APP_CAMPAIGN | |
WB_MAXIMUM_APP_INSTALLS | NETWORK_DEFAULT | MOBILE_APP_CAMPAIGN |
SERVING_OFF | MOBILE_APP_CAMPAIGN | |
WB_MAXIMUM_CLICKS | NETWORK_DEFAULT | TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN, UNIFIED_CAMPAIGN |
SERVING_OFF | TEXT_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN, UNIFIED_CAMPAIGN | |
WB_MAXIMUM_CONVERSION_RATE | NETWORK_DEFAULT | TEXT_CAMPAIGN, UNIFIED_CAMPAIGN |
SERVING_OFF | TEXT_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN, UNIFIED_CAMPAIGN | |
WEEKLY_CLICK_PACKAGE Restriction. This option is deprecated and no longer supported. | NETWORK_DEFAULT | TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN |
SERVING_OFF | TEXT_CAMPAIGN, DYNAMIC_TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN | |
SERVING_OFF | AVERAGE_CPA | TEXT_CAMPAIGN, UNIFIED_CAMPAIGN |
AVERAGE_CPA_PER_CAMP | SMART_CAMPAIGN | |
AVERAGE_CPA_PER_FILTER | SMART_CAMPAIGN | |
AVERAGE_CPC | TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN, UNIFIED_CAMPAIGN | |
AVERAGE_CPC_PER_CAMP | SMART_CAMPAIGN | |
AVERAGE_CPC_PER_FILTER | SMART_CAMPAIGN | |
AVERAGE_CPI | MOBILE_APP_CAMPAIGN | |
AVERAGE_ROI | TEXT_CAMPAIGN, SMART_CAMPAIGN | |
AVERAGE_CRR | TEXT_CAMPAIGN, SMART_CAMPAIGN, UNIFIED_CAMPAIGN | |
WB_MAXIMUM_APP_INSTALLS | MOBILE_APP_CAMPAIGN | |
WB_MAXIMUM_CLICKS | TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN, UNIFIED_CAMPAIGN | |
WB_MAXIMUM_CONVERSION_RATE | TEXT_CAMPAIGN, UNIFIED_CAMPAIGN | |
WEEKLY_CLICK_PACKAGE Restriction. This option is deprecated and no longer supported. | TEXT_CAMPAIGN, MOBILE_APP_CAMPAIGN | |
CP_DECREASED_PRICE_FOR_REPEATED_IMPRESSIONS | CPM_BANNER_CAMPAIGN | |
CP_MAXIMUM_IMPRESSIONS | CPM_BANNER_CAMPAIGN | |
WB_DECREASED_PRICE_FOR_REPEATED_IMPRESSIONS | CPM_BANNER_CAMPAIGN | |
WB_MAXIMUM_IMPRESSIONS | CPM_BANNER_CAMPAIGN | |
PAY_FOR_CONVERSION | TEXT_CAMPAIGN, UNIFIED_CAMPAIGN | |
PAY_FOR_CONVERSION_CRR | TEXT_CAMPAIGN, UNIFIED_CAMPAIGN | |
PAY_FOR_CONVERSION_PER_CAMPAIGN | SMART_CAMPAIGN | |
PAY_FOR_CONVERSION_PER_FILTER | SMART_CAMPAIGN | |
WB_AVERAGE_CPV | CPM_BANNER_CAMPAIGN | |
CP_AVERAGE_CPV. | CPM_BANNER_CAMPAIGN | |
PAY_FOR_INSTALL | MOBILE_APP_CAMPAIGN |