Стратегии показа
Стратегии показа делятся на две категории:
- Ручные стратегии — рекламодатель или агентство самостоятельно назначает ставки на условия показа: ключевые фразы, условия нацеливания на аудиторию, условия нацеливания для динамических объявлений.Примечание. Назначенная вручную ставка за клик может автоматически снижаться или повышаться в зависимости от вероятности конверсии (см. раздел Автоматическая корректировка ставок помощи Директа).
- Автоматические стратегии — ставки устанавливаются автоматически в соответствии с параметрами стратегии. Рекламодатель или агентство может указать приоритеты условий показа.
Подробная информация о стратегиях показа приведена в разделе Какую стратегию показов выбрать помощи Директа.
В API версии 5 стратегия показа настраивается раздельно на поиске и в сетях (Рекламной сети Яндекса и внешних сетях).
Совместимость стратегий представлена в таблицах ниже:
Внимание. Для подключения стратегий 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 и PAY_FOR_CONVERSION_CRR необходимо выполнение ряда условий, см. описание соответствующих стратегий в помощи Директа.
| Стратегия на поиске | Допустимые стратегии в сетях | Типы кампаний, для которых доступна стратегия |
|---|---|---|
| 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 |
| Стратегия на поиске | Допустимые стратегии в сетях | Типы кампаний, для которых доступна стратегия |
|---|---|---|
| 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 |
| Стратегия на поиске | Допустимые стратегии в сетях | Типы кампаний, для которых доступна стратегия |
|---|---|---|
| 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 Ограничение. Опция устарела и больше не поддерживается. | 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 Ограничение. Опция устарела и больше не поддерживается. | 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 |
| Стратегия на поиске | Допустимые стратегии в сетях | Типы кампаний, для которых доступна стратегия |
|---|---|---|
| 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 Ограничение. Опция устарела и больше не поддерживается. | 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 Ограничение. Опция устарела и больше не поддерживается. | 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 |