Today we will talk about the selection of keywords for Yandex.Direct. The success of a future advertising campaign depends entirely on the correct selection of keywords. Keywords in Yandex.Direct affect traffic volume, cost per click, reach, and audience quality.
These are words and phrases that users enter when they are looking for certain information, goods or services on the Internet. Moreover, the ways of searching for the same product for different people can differ dramatically. That is why, so important find and include in your advertising campaign as many keywords as possible that a future client can use.
The selection of keywords for Yandex Direct is based on the statistics of requests from the Yandex search engine. This statistic is available in the service − https://wordstat.yandex.ru/. Here you can find query statistics for the last month or any other period of time. View keyword statistics in selected regions and cities, as well as by device type.
Let's take a look at how to work with the service step by step.
Step 1. IN search string enter the main activity of your business. For example, if the company is engaged in low-rise construction, then you need to enter [ construction of houses] or [ timber houses].
Step 2 To view statistics for the region in which you work, select "All regions", mark your region or city, and then confirm your choice by pressing Select.
You will see detailed statistics on key queries for the last month in our region. It remains to collect keywords. To do this, we recommend using a browser plugin. It will help you quickly select the right keywords for our advertising campaign and next to the requests, you will see plus signs. By clicking on the plus sign next to a keyword, you instruct the plugin to remember it.
Go through several pages of statistics and select the keywords for which you would like to advertise, while filtering out the unnecessary ones: [ construction of houses vacancies] or [ house building work]. Such requests are entered not by clients, but by the job seeker.
After you have selected required list keywords, click the "Copy to clipboard" button, and then paste them into the Excel spreadsheet.
Ask yourself and your employees, how else can users search for you on the network? Brainstorm. After all, how many people, so many opinions. Analyze what synonyms may be for those keywords that you have already selected. For example, someone might search for [ cottage construction] or [ construction of a cottage], but they can also be your customers. It should also be taken into account that a person may not mention any of the keywords in the query at all and enter, say, [ turnkey timber house], thereby also implying construction.
Here, we specifically chose the construction theme to show how different customer requests can be. Yes, in some cases, they may be limited to a few hundred, and in others, even 50000 will seem small. That is why the correct selection of keywords for Yandex Direct is so important.
Step 3 Before using the collected words, they need to be cleared of junk requests or dummy requests. "Dummy" - requests that are used as part of other requests, but are not used separately.
We take the phrase [ order a house]. According to the service, it is used 219,376 times a month.
We check the phrase, for this we put it in quotes and write before each word without a space Exclamation point ["! order! house"]. And we see that there are much fewer real requests.
This is the so-called keyword frequency check. The downside of this approach is that each keyword needs to be checked separately. If you have a small amount of semantics, up to 100 keywords, then you can do it manually. In other cases, we recommend using online parsing services, which we will discuss below.
Step 4 All keywords selected by us, you can use when creating your advertisements. For one advertisement, you can set up to 200 keywords for which it will be shown.
At least once, the way to collect semantics for an advertising company should be done manually in order to understand what little things it consists of, how it works and how it works. Then, for automation, it is better to use services for selecting keywords. Most services allow you to collect keywords and check the frequency of each. And all this is done in a matter of minutes.
Wordstat parser with the ability to collect in all Yandex regions. Eat free trial for 14 days and up to 1000 collection limits. Enough, at least to collect keywords for one company. Does not require installation on a computer.
The starter package costs 999 rubles/month (or 799 rubles/month if paid for a year). And includes 999 limits. 1 limit allows you to parse 40 Wordstat pages for a specific query. More professional packages are more expensive, include more packages, and are allowed to use the API.
Tool for professionals. In addition to collecting keywords and parsing frequency, you can check keyword competition, seasonality, clustering, and more. To work, you need to create additional account in Yandex and connect to the program. Also, for large volumes, it is better to use any of the services for automatic captcha entry.
The main disadvantage is that it requires installation on a computer. The main plus is that the program needs to be paid only 1 time. The cost is 1800 rubles for one license. The license is tied to the device on which the program is downloaded and installed.
An online service that will help you analyze competitors' contextual advertising: keywords, ads, approximate cost and number of impressions. It helps to significantly supplement your company with the phrases of competitors.
The downside is that from the Yandex regions there are statistics for Moscow, St. Petersburg, Yekaterinburg and Novosibirsk. In addition, the service is paid, the minimum tariff costs $ 19 per month. Eat free version, but its functionality is significantly limited.
Positions itself as a service for automation contextual advertising, but also allows you to work with Wordstat.
The cost of parsing depends on the number of checked keywords and varies from 0.02 to 0.07 rubles per request.
In future publications, we will talk about how to create effective advertisements and different ways to set up advertising campaigns. Follow the news on the site!
We continue a series of articles about Yandex Direct. Last week, let me remind you, we talked about where it can be placed. Today Vera Kargina talks about how to choose words for Yandex Direct (although it’s more accurate to call them requests), how to use special operators correctly, and how to predict the campaign budget.
By the way, if you share the article on social networks (there are social network buttons for this under the subscription form under the article), more people get access to such detailed and understandable information about direct. And then we write, “but the men don’t know” 🙂
A query is the phrase or word that the user enters in the search bar. It is she who reflects his interest, and this should be used in the first place.
All requests are like nesting dolls: they are included in each other from the widest to the narrowest. The narrower the query, the more words it contains.
In this example, the broad query "bike" includes all the other narrower queries. And, in turn, each of these requests includes all subsequent narrower phrases.
Also, queries can be represented in the form of a pyramid:
In this example, the broadest query is "refrigerator".
Broad queries cover a very large audience that may be interested, for example, not only buying a refrigerator, but also repairs, reviews, and proper storage of any products in the refrigerator, since this query includes absolutely all phrases that contain the word " fridge".
Yandex Direct does not take into account morphology by default, so requests in any number and case are perceived by the system as equal. But note that if these are just single-root words, but different parts of speech, these will be different queries for the system.
Before talking about queries anything else, you need to get acquainted with the most important statistics tool in Yandex - Wordstat. You can find it by the link "Selecting words" in the Yandex Direct interface or by a direct link: http://wordstat.yandex.ru
It should be noted right away that it is not very convenient to select words in Yandex Direct for further loading them into the campaign, since you will have to copy the phrases manually. This tool is more for viewing statistics.
To view statistics for a keyword, you must first select a region where future ads will be shown.
We add the request itself to the line (by default, the checkmark is on the item “by words”, which is what we need) and click “pick up”. We get this board.
In the left column, we see all the words that the query "Christmas gifts" includes, and statistics on them (how many times users from the selected region typed this query in Yandex search over the past month).
In the right column, queries that were also typed by users who were looking for plastic windows. They can serve as hints on what other words to choose on this topic.
In the same tool, you can see how the on-demand statistics differ in different regions. To do this, check the box "by region".
Many requests are seasonal. For example, tires or New Year's gifts. If you calculate the budget for the winter season in the fall, then you can get incorrect data, because. statistics are taken from the previous month. It is unlikely that these requests are popular in the summer or early autumn, but you can see how the statistics have changed throughout the year and know what to expect from the budget. To do this, check the "query history" box:
The graph shows that the peak for the query "winter tires" falls on November-December and the difference is huge.
Imagine that the user enters the word in the search box aquarium. What can he mean? Does he want to buy an empty aquarium? Or maybe he needs an aquarium with fish? Or does he want to make an aquarium with his own hands? Looking for wallpapers for your desktop? Or wants to listen to Boris Grebenshchikov?
Let's say we're in the business of selling aquariums and we don't want our ad to be seen by BG fans or a jack-of-all-trades.
You can use special operators to refine the request and limit the target audience.
Operator "-" (negative keywords). Allows you to exclude queries that include a particular word from the statistics. The "-" operator is placed close to the word to be excluded, without a space. The operator is preceded by a space. For example, if you specify repair - warranty, you can get impression statistics for all queries that include the word repair except those containing the word warranty. If it is necessary to exclude requests with words from the calculation warranty And free, you need to specify: repair - warranty - free.
For our aquarium it will look like this:
Let's consider one more example. We need to sell a house by the lake and of course we will use this request for our advertising. But by this phrase, users can search for information about the film of the same name.
To cut off an unnecessary audience, we need to minus everything related to the film.
The request in this case would look like this: lake house -movie -keanu -reeves -download -dvd - watch - online - free.
Please note that the space after the minus is not put, but is put before the minus.
Now imagine that, on the contrary, you are advertising an online cinema. In request Lake house there is a suggestion at”, and Yandex by default does not take into account prepositions. That is, requests Lake house And house lake will be the same for the system. And, if in the case of real estate, users can type a request in any form, for example, houses by the lake, house in front of the lake, house near the lake, then the name of the film will certainly not change in any way, and the preposition " at" will be present in the phrase in any case. The preposition can be fixed using a special operator.
"+" operator. Allows you to force the statistics to take into account prepositions or conjunctions that are ignored by the search engine and, accordingly, by the statistics of the selection of words. For example, the total number of impressions for a query goods for the car matches the number of impressions on demand car goods. If the presence in the request of the preposition " For» Basically, you need to type in the input field: goods + for car. The preposition will be included in the request in all its forms.
Usually, in query statistics, the operator " + » is used by default in all phrases containing prepositions or conjunctions. To get the number of impressions for a phrase without taking into account the service word, you need to reformulate the query by removing " + ” or the service word itself.
But back to The Lake House. After fixing the preposition " at» It is necessary to cancel everything related to real estate.
The phrase will look like this: house + by the lake - Moscow region - large - small - city - meter - square.
Sometimes it happens that the word needs to be completely minus, that is, ad impressions should be carried out strictly for the query that you have chosen, and there should be no impressions for all phrases nested in it.
Such a need arises when the request is very broad, and there are few necessary phrases among the nested ones, and it is better to write them separately. In order not to minus this query endlessly, there is a quote operator.
Operator "" (quotes). Allows you to count impressions only for this word (phrase) and all its word forms in the calculation, and not count impressions for queries containing a phrase with a given word.
Consider an example. If you enter the word in Wordstat blankets, then we will see that over the past month, users have typed it in the search engine 199,068 times. But here the phrase blankets includes all nested queries.
If we enter the query in quotation marks, we will see that one word blankets there were only 3,934 impressions.
Now let's imagine that we need to select requests for the site of a company that sells billiard cues.
As we already know, Yandex Direct does not take into account declension, and if we put the word "cue" in the genitive case and plural, we get ...
To fix the form of a word, use an exclamation point in front of it.
Operator "!" Allows you to count impressions only for given form words. Operator "!" placed right next to the keyword, without a space. The operator is preceded by a space ( sale! cue for billiards).
If we don't use an exclamation point before a word cue V this example, then by request " sale cues for billiards»we will be seen by those who enter, for example, the request « sale of tables for billiards in Kyiv».
And one more example. We sell household goods and use the request cover. In addition to the noun we need, this word is a verb in the past tense. And the verb cover in turn, there is a form of the imperative mood cut, which is also a noun (for example, dress cut). Thus, cover And cut for the system will be the same request. Therefore, here, too, it is necessary to fix the form of the word with an exclamation point.
Sometimes word order is important for a query, which the system does not take into account by default either. This is most often needed when selling tickets for inquiries about directions.
Operator "" (order). Allows you to fix the word order in the query. It is not necessary to take the entire phrase in square brackets, but only that part of it that needs to be fixed.
Or, for example, you sell auto parts. Request car spare parts equal to request car for parts because prepositions are not taken into account. Of course, you can fix the preposition " For”, but there will certainly be users who will write and car for parts. Therefore, in this case It is better to fix both the preposition and the word order.
The request will look like this: [spare parts + for car].
They can be used to create an expression like: repair (cars | motor vehicles) (VAZ | GAZ) - warranty - free. It will be equivalent to queries for the following set of words: car repair VAZ - warranty - free, car repair GAZ - warranty - free, repair of VAZ cars - warranty - free, car repair GAZ - warranty - free.
Operators are very useful tool, which can be used not only to refine key phrases in Yandex Direct, but also to search for Yandex.
How to select requests for different types sites?
Search sites and thematic sites have different audiences, so you need to select queries for them in different ways.
The search audience is a hot audience, it is already ready to buy your product or service, and is already looking for them. Search sites are great for selling something quickly.
To effectively select words for ads that will be shown in the search, it is important to follow the following principles:
On thematic sites, the query as such is not used, because there is nothing to look for here.
And although requests are not visible on the sites themselves, in the Yandex.Direct interface, it is with the help of keywords that we choose on which sites our ads will be shown. Therefore, for thematic sites it is best:
The Budget Forecast tool is convenient not only for planning the costs of an advertising campaign, but also for simple selection of requests, because it is here that the selected phrases can be uploaded to an Excel file.
The budget forecast is located at the link of the same name in the Yandex.Direct interface. Here you also first need to select the regions in which the advertising campaign will work. Then you can immediately enter the words in the field (separated by commas or in a column), if they already exist.
In this case, a column with hints will appear on the right, from which you can also select requests by simply clicking on them.
You can also click the "pick up" button, then Wordstat will open, but now it will be possible to check the boxes next to the necessary queries, thereby adding them to the calculation.
After the words are selected, you must click the "calculate" button. A page with a forecast opens, which can later be uploaded to a single file.
In the resulting table, you can see the CPC forecast for each word in different positions and an approximate CTR forecast. Below there is a field in which you can add more requests.
Now you can work with the selected words, refine them or select more words.
If you click the “refine” button next to the query, the queries nested in this phrase will appear. Choosing among them unnecessary ones, we add negative keywords to the phrase.
By clicking the “select” button, we can add phrases from those nested in this query to the calculation.
Here you can also upload the budget forecast to a table, which will then be convenient to work with.
You can add new words to existing ads or create new ones.
The familiar selection tool will open:
Now you know how to choose the right queries for an advertising campaign.
Keyword selection Yandex Direct and Google AdWords start with the widest possible list of possible phrases that your potential customers enter.
Let's say you sell Mercedes cars.
Different people will write “business class car”, “mercedes s class 2014” or “buy a Mercedes Gelik” in the search, but they are all your potential customers. And it would be nice for us to have each of these queries in our list of keywords.
That's why, the more requests we can collect, the better(but without fanaticism: for the first run to you).
We have a 25-point checklist for this. In each paragraph, you need to write out all the key options in a separate Text Document. Or a mind map, whichever you prefer.
1. Own head
A business owner knows his audience like no one else. The first thing to do is sit down and think about how they might look for you. Set aside at least 15 minutes for this. This is where requests can pop up that will not help you find the rest of the checklist.
2. Interview 10 people (brainstorming)
As we said, everyone thinks differently. So ask 5-10 people how they would search for your products or services? You will see options for queries that you never thought of. If possible, gather people in a group and collect the list by active discussion.
Only after that, go through the following list. Each of the points has a chance to prompt you with a huge number of new keywords.
3. product/service name(Mercedes S Class 2015)
4. name of the product/service group(German cars)
5. your site(mercedes-benz.ru)
6. competitors website or related queries(bmw business class)
7. parts of speech(order - order)
8. places of production or purchase(Mercedes dealer)
9. specialists(mercedes seller)
10. product brands(mercedes sls amg)
11. company brands(mercedes-benz)
12. nomenclature lists
13. mistakes(Mercedes)
14. translit(Mercedes Benz)
15. translation(Mercedes)
16. regions(Mercedes in Ufa)
17. single-root words
18. synonyms
19. abbreviations, slang and professionalisms(gelding tseshka brabus)
20. guests
21. abbreviations(AMG)
22. word fusion(mercedesbenz)
23. problem(need a good car urgently)
24. cause of the problem(rollsroyce is falling apart what to do)
25. your head again. Now you think wider and can come up with something else
We have a file with big list various possible queries, which is the base. With its help, the selection of Yandex Direct or Google Adwords keywords becomes much easier.
An example of what can happen: a mind map for aromatization of offices. Specially laid out a fairly small map.
A lot of articles have been written about the selection of keywords for Direct and Adwords, but they all share one drawback. They talk about everything and nothing in particular. I decided to fix it and write detailed instructions for compiling a semantic core for contextual advertising. Get ready for a long and very detailed guide, after which you can independently collect all the target queries to display your search ads.
Let's start with the basics. What are keywords and how are they understood? search engines. Keywords are the phrases for which you want to show your ads in the ad search results Yandex, Google and their counterparts. In other words, if you want to show ads in Yandex to those who are looking for kitchens to order, then you need to use the keyword kitchens to order. Easier nowhere.
But we must not forget that search engines are robots that do not understand Russian speech in the form we are used to. For example, Yandex skips all conjunctions and prepositions by default. Those. if you choose to show your ads for the keyword above in the examplekitchens to order Yandex will see this keyword in its own way, it misses the preposition on, i.e. in fact, you will show your ad for the keyword kitchen order.
In addition, neither Yandex nor Google take into account the word order in the keyword. And if, for example, you want to show ads for a keywordpeter moscow tickets, then your ads will be shown if the user requests in search engines tickets moscow peter Do you understand? And these are just 2 examples of how search engines understand user queries. In order to show your ads exactly for the user requests that you want, you need to use the ones I wrote about earlier.
Perhaps you have heard more than once that there are some magical programs that will automatically and without your participation assemble the semantic core in a matter of minutes. But there are no miracles, and even if you entrust the selection of keywords to a specialist, you will still need to participate in this process, because. no specialist can understand the business as well as you - its leader.
Of course, what you will read below will greatly facilitate your work on collecting a semantic core for contextual advertising, you will spend ten times less time than if you did it without instructions, but you still have to work with your hands and head. Now let's talk about the stages of keyword selection.
The selection of keywords is conditionally divided into 3 stages: collecting the basis of the semantic core (or keyword masks), collecting keywords by masks, grouping keywords and negative words for an advertising campaign.
First, let's understand the terms.
The basis of the semantic core(another name is keyword masks) is a list of one-, two- or three-word queries that users can use to name your product or service. These are the words that can describe your product.
In our kitchen example, this iskitchen, kitchen set, kitchen furniture, kitchen furniture, etc..
At this stage, you need to turn on all your imagination, all the knowledge about your product, learn everything you can about your product from competitors, and also ask Yandex and Google.
Where you will write out all the masks is your own business. Someone makes mind maps, someone uses a notepad, I personally prefer to collect masks in an Excel spreadsheet.
How to search keyword masks? The very first thing is to write down all the possible names of your product or service. After that, you can go to Yandex Wordstat, one by one enter the key masks already found in your head and add to the list those that you will see in the right column “requests similar to”.
Here's what it looks like in practice:
Everything that is sent to the basis of the semantic core is highlighted in red. We do not need everything that is in the left column yet. Since our task now is to expand the list of options for how our service can be searched for. And the left column contains all the keywords that already have our mask. In our example, they all contain the phrase “infrared floor”. Such requests are called nested. Those. they are nested in our keyword mask.
You can also go to the search engines themselves and see their tips.
And be sure to look at the sites of competitors, for sure you will find many new masks.
You need to understand that if you have an online store with a huge number of products, then your keyword mask file will be huge. And it is better to immediately divide it into groups, according to the structure of your site. For example, for each section of the site a new excel file, inside which there will be different subsections or products in different tabs.
But even if you have a simple one-pager, I still recommend grouping the masks according to common semantic features. For example, separately all the masks that relate to Yandex Direct, separately all the masks that relate to Google Adwords, and separately everything related to contextual advertising. What is it for? Firstly, it will save us time sorting keywords, and secondly, it will significantly save your time writing ads in the future.
Here you have a choice: automation or manual operation. You can use the Key Collector program, which will collect all subqueries for you, or you can use the tool An estimate of the budget for an advertising campaign from Yandex, in which everything can be done by hand. So it's up to you to decide whether to save time or money. I will show how it works using the example of the Yandex advertising campaign budget estimation tool.
So, for each of our masks, we need to collect everything that is in the left column of Yandex Wordstat. To do this, open the budget estimation tool, and immediately uncheck the 2 checkboxes below. This is a very important point.
Then we insert the first mask, we have this “warm floor” and pressRecalculate
Yandex calculates the budget forecast for the given keyword, but we don't need it. We need to pull out all requests from the left column of Yandex Wordstat. To do this, under the word "warm floor" pressPick up
And we get the issue of Yandex Wordstat. Where we just need to tick everything that is contained in the left column:
Then go down and pressAdd
All keywords that are marked with a checkmark will be included in the budget estimation tool. Be sure to always check that after each addition you have a check mark Phrases
And you will need to return to the page where you ticked the keywords and go to the second page of the Yandex Wordstat issue:
There we again tick off all the phrases, clickAdd, check that the keywords have been added to the budget estimation tool and the Phrases checkbox is checked, return to the selection page again and go to the third page. We repeat these operations until we reach the frequency values of 20-10. I usually take lower-frequency phrases only if the niche is very narrow, and there are very few more frequent keywords.
When all subqueries for the first mask are collected, they need to be added to our excel file. To do this, either export all the keywords to a file, or copy them and paste them into Excel:
Repeat all of the above steps for each keyword mask. Thus, you will have just a huge number of keywords. But you need to understand that so far our list has both target and non-target words. And here comes the sorting stage, when we separate the wheat from the chaff.
The easiest way to sort Key program Collector, in addition, you can use various macros for Excel, which are full on the net. But I'll show you how you can sort all the keywords fairly quickly using the usual functions built into Excel.
So, we have a huge keyword sheet in which we need to find all the hot keywords first. Hot are those keys in which the user clearly expresses an interest in purchasing the product. These keywords usually containbuy, delivery, order, price, city name, etc.
How to quickly find all hot keys in our file? Conditional formatting will help us.
What should be done.
Select the entire column A. Open conditional formatting - cell selection rules - text contains:
Enter the first marker of a hot keyword buy, I only recommend driving such markers without endings, i.e. buy
Click ok, and all the keywords that contain buy highlighted in red:
And set up sorting, in which all cells of a given color will be at the top:
Immediately see if they are all targeted for you. If any of the keys are non-target, immediately transfer them to separate tab where we will subsequently collect . And cut out all target hot keywords and transfer them to a separate tab, where we will collect only hot keywords. And repeat this operation for all hotkey markers.
In the same way, you can very quickly remove from the list all non-target requests that we know for sure. For example with words reviews, photos, videos, DIY, etc.
In addition, in this way you can separate the keywords across the pages of the site. For example, select from all hot electric, water, infrared, film, etc. and separate them into different tabs of our file. Where each section of the site will have its own tab with keywords.
After you have collected all the hot and main non-target keywords in separate tabs, you just need to highlight warm keywords and negative keywords. The easiest way to do this is with the two-finger method.
How does this method work. Everything is simple. You accept that all the remaining keys that you target are the number 1, and all non-target keys are the number 2. And in column B, put 1 or 2 in front of each keyword.
Then sort column B in ascending order. Important point, when sorting, be sure to select automatically expand the selected range, otherwise sorting will only happen inside column B
And all your keywords will line up in order. First there will be target keys - these are your remaining warm keys. And behind them, non-target keywords are your remaining negative keywords.
Accordingly, you transfer warm words to a separate tab, and add negative words to the tab with negative words.
It would seem that everything. But no. You also need to highlight individual non-target words from all your phrases with negative words. To get a tab not with phrases, but with individual words that can be used in an advertising campaign.
In order to select individual non-target words from phrases, you can use the tool Word count. You need to insert all phrases with minus words into it, and the rhyme will break all these phrases into separate words.
Paste these words into Excel and use the two finger method again. Where 1 are the target words for us, and 2 are the non-target ones.
Sort in ascending order again, and all words with the number 2 are your negative words that can be used for an advertising campaign.
That's all. You should end up with a huge Excel file with tabs for hot keywords, warm keywords, and negative keywords that you can already use to write ads.
You must understand that this is just an algorithm that you can customize to your liking. You can automate some manual operations using parsers and macros for Excel. You can optimize some operations for your niche, for example, you may have hot keywords with completely different markers. Use the keyword selection algorithm described above, but do not forget to use your head and think about how it can be applied in your particular case.
If you have any questions - welcome to the comments.
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The correct selection of Yandex.Direct keywords is the key to successful and profitable advertising that brings high-quality traffic and, as a result, profit. How to choose the right "keys"? What is a "minus phrase"? And what is the difference between manual selection of words and automatic selection? We'll tell you in the article.
A keyword (phrase) is a query by which the system finds the necessary data and shows them in the search results..
Key phrases allow you to briefly describe the activity of the page and lead to the site target customers who will definitely be interested in the advertised objects. All words are grouped according to three criteria:
Each of them affects the quality and quantity of traffic, as well as the success of an advertising campaign.
Each search query corresponds to a certain frequency, for example, the key "Dog food" has an indicator of 328,951 views per month. This means that 328,951 users entered this query into the system and searched for something with this phrase. There are keys with fewer impressions, up to one.
So, requests can be divided into three groups according to the number of impressions:
As for traffic, the indicators vary depending on the frequency:
However, it is not worth judging the value of a key based only on the number of requests. There is another factor that indicates the likelihood of a purchase - "temperature".
hot keys. These are words that speak of a high probability of buying. Such requests are accompanied by selling prefixes: “price”, “order”, “buy”, etc.
For example, let's take our query "dog food". It will become hot in the following combinations:
Why does the likelihood of buying food increase? It's simple: following such a request, a person has already set a goal - to buy a product, which means that when he gets to an advertisement with the appropriate key, he will be able to find what he is looking for.
warm keys. These are some indicator words that check a potential client, find out details about him and his preferences. . For example:
Here, the person has not yet decided whether to buy food for him or not. However, he is interested, which means that advertising with a similar key will allow you to direct the user and turn the usual interest into a purchase.
The selection of keywords for Yandex.Direct is mainly based on warm queries that provide the advertiser with useful traffic.
cold keys. Simple phrases without target prefixes. These are queries with a low probability of purchase, and it may seem that their use is inappropriate. But it's not. The fact is that such keywords have the highest frequency, which means they attract more users who see ads and go to the site.
Let's assume that you are selling smartphones, in which case the queries will be considered basic:
Subqueries:
This is a painstaking procedure that requires maximum concentration on details. One missed request can spoil the entire advertising campaign, but, on the contrary, careful study will allow you to achieve your goals.
Process features:
Finally, we come to the most interesting part of the article - the description of the selection of words for Yandex.Direct. Conventionally, the process can be divided into manual and automatic. Let's consider each of them.
Selection options search queries without the use of special programs have two indisputable advantages. The first is efficiency, and the second is that you do not have to pay for the selection process itself. Of course, you will need to spend an invaluable resource - time, but the result is worth it.
We will tell you how to quickly type about 100 key phrases for Yandex.Direct using a table. We used Excel.
Action algorithm:
Attention! The location should only be specified if required by the business area. For example, a regional online store or a delivery service.
Now you have a ready-made scheme, by combining the words in which you will get the initial mass of requests.
Another manual way finding words for advertising - working out basic phrases in the keyword selection service for Yandex.Direct. This is the most common and reliable option that will allow you to receive high-quality traffic.
The algorithm of work in Wordstat:
First of all, you will need a set of keywords that characterizes the essence of advertising as much as possible. For example, the key "dog food" is basic, based on it we will consider the work process.
2. You will see a list of queries that users use in alliance with the given key. Your task is to choose the most suitable phrases in terms of meaning and quality.
We have identified the best requests in our opinion, which will bring profit to the store.
3. Next, you can click on any selected key and you will see a list of "hot" phrases that can be used in advertising. The action must be done for each, in your opinion, high-quality key.
We clicked on the key “buy dog food” and got the following list:
This type of selection of key queries requires a significant amount of time, and when developing queries, it is important to rely on the specifics of the business and customer needs.
For those who want to save time, and maybe nerves, developed special programs- parsers that allow you to quickly and effortlessly pick up best keys for an advertising campaign.
The scheme of operation of all services consists in the automatic processing of the basic phrase. Your task is to specify the required request and set the settings, the rest of the process takes place without user intervention.
The most popular key picker is KeyCollector. This is a paid parser, however, its functions ensure the selection of the highest quality key phrases, which you just have to choose from the list of suggested ones and include them in the advertising text.
Important! If keywords in the selection intersect, you need to add negative keywords to them. What it is? Let's consider further.
Negative keywords – These are words that allow you to refine your search and show ads only to targeted consumers.
To better describe the term, here is an example:
You are launching an advertising campaign for an online store selling elite floor tiles. Your the target audience- These are wealthy people who are planning or are in the process of renovating. Their need is to buy high-quality, exclusive tiles. They are not interested in the market option that the neighbor has. Your advertising campaign is built on the phrase "buy tiles." And if you do not use negative keywords, then your ad will be seen by the keywords: buy cheap tiles; tiles are inexpensive; chocolate bar; tiles of the third grade. etc.
There are several benefits of negative keywords from this example:
That is why it is important not to forget about stop words. Consider a few simple options.
Who is suitable for excluding words using Wordstat:
If the selection of negative keywords is necessary for several keywords at once, the process of working in Wordstat may be delayed.
This fast way selection of negative keywords, which is done in Yandex.Direct itself. The big advantage of the method is that you don't have to look up the stop words yourself and decline them in your head. The system automatically calculates morphology and provides a complete list of negative keywords.
To get started, you need to create an ad in Yandex.Direct, and then the system will prompt you to refine your search.
You can use the refinement function not only after creating an ad, but also in the "Budget Forecast" section. This is possible if you know at least an approximate set of stop words.In this case, you can more accurately calculate the budget and save on advertising.
Campaign stop words should take into account all ad groups and cut off non-targeted ad clicks.
You are creating a campaign for ceramic mugs, you must exclude metal, wood and earthenware. Even if they are presented in the catalog of your IM.
You can add negative keywords before your ad is presented to users.
In order to study the stop words, go to the "Single list of negative keywords" section.
This set of phrases will allow you to exclude inappropriate clicks on each specific ad.
You can add stop words in the "Group settings" section.
Or in the group editing functionality, if the stop words were not added before the launch of the advertising campaign.
A big advantage of Yandex.Direct is that you can specify the key itself, this function is not available, for example, in Google.
We talked about how to choose the right words for advertising and found out what stop phrases are for. We hope that the information provided will help you create an effective AC and get the maximum profit after the first ad.
