Today we will talk about the selection keywords for Yandex.Direct. The success of a future advertising campaign depends entirely on the correct selection of keywords. Keywords in Direct influence the volume of traffic, cost per click, reach and quality of the audience.
These are words and phrases that users enter when they are looking for certain information, product or service on the Internet. Moreover, the methods of searching for the same product can differ radically among different people. That's why it's 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 query statistics search engine Yandex. These statistics are available in the service - https://wordstat.yandex.ru/. Here you can find request statistics for the last month or any other period of time. View keyword statistics in individual regions and cities, as well as by device type.
Let's take a step-by-step look at how to work with the service.
Step 1. IN search bar Enter the main activity of your business. For example, if a 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 clicking Select.
You will see detailed statistics on key queries for the last month in our region. All that remains is 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 you will see plus signs next to your queries. 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 unnecessary ones: [ construction of houses vacancies] or [ house construction work]. Such queries are entered not by clients, but by job applicants.
After you have selected necessary 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 online? Brainstorm. After all, there are so many people, so many opinions. Analyze what synonyms the keywords you have already selected may have. For example, someone might search for [ construction of a summer house] or [ cottage construction], but they can also be your clients. 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 topic to clearly show how different customer requests can be. Yes, in some cases, they may be limited to a few hundred, and in others, even 50000 it will seem small. This is precisely why the correct selection of keywords for Yandex Direct is so important.
Step 3. Before use collected words, they need to be cleared of garbage requests or dummy requests. “Dummy” queries are queries that are used as part of other queries, but are not used separately.
Let's take the phrase [ order a house]. According to the service, it is used 219,376 times a month.
We check the phrase, to do this we put it in quotation marks and write before each word without a space Exclamation point ["!order!a house"]. And we see that there are much fewer real requests.
This is the so-called keyword frequency check. The disadvantage 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 this manually. In other cases, we recommend using online parsing services, which we will discuss below.
Step 4. You can use all the keywords we have selected when creating your advertisements. For one advertisement, you can set up to 200 keywords for which it will be shown.
At least once, the path to collecting semantics for an advertising company should be done manually in order to understand what little things it consists of, how it is structured 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 across all Yandex regions. Eat free period for 14 days and up to 1000 collection limits. Enough, at a minimum, 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 annually). And includes 999 limits. 1 limit allows you to parse 40 Wordstat pages for a specific request. More professional packages are more expensive, include more packages, and allow you to use APIs.
A tool for professionals. In addition to collecting keywords and parsing frequency, you can check competition for a phrase, seasonality, do clustering, etc. To work you will need to create additional account in Yandex and connect to the program. Also, for large volumes, it is better to use any of the automatic captcha entry services.
The main disadvantage is that it requires installation on a computer. The main advantage is that you only need to pay for the program once. 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 your competitors’ contextual advertising: keywords, ads, approximate cost and number of impressions. Helps to significantly supplement your company with competitors' phrases.
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 is $19 per month. Eat free version, but its functionality is significantly limited.
Positions itself as a service for automating contextual advertising, but also allows you to work with Wordstat.
The cost of parsing depends on the number of keywords being checked and varies from 0.02 to 0.07 rubles per request.
In future publications we will talk about how to create effective advertisements And in different ways advertising campaign settings. Follow the news on the website!
Where to start working with Yandex Direct?
What came first - the chicken or the egg? This can be debated endlessly. As for the Yandex Direct system, everything is more stable here.
Any invariably begins from collecting keywords!
Keywords- these are the words for which your ads will be shown. And the more such words there are, the higher the chances that a potential client will come to your site.
Keywords (or queries) consist of a certain number of unique words: from 1 to 5.
For example, " fridge" is a single word keyword query, and " buy a refrigerator in Moscow inexpensively" - four words.
Prepositions and conjunctions are not taken into account when selecting key queries.
Key queries can be roughly divided into 2 groups: basic and nested.
Basic request- a target request consisting of a unique combination of two words for which you want to advertise.
Subquery is a keyword consisting of 3, 4 and 5 words that contains the base query
Let's say you sell televisions.
Your basic queries will be:
Your subqueries will be:
At the first stage you need to collect minimum 100 basic queries.
There are several ways to collect key queries proven technicians. Here is one of them.
You will need MS Excel or a similar function and a table of 5x5 cells.
Action plan:
1. In the first column, write down 5 one-word queries that describe the product being sold as accurately as possible;
2. The remaining four are single-word queries associated with the product (service);
Important! Different parts of speech and synonyms are different words)
* Indicate geography if necessary for your business area.
** Selling supplement is almost always relevant.
3. Now move all the words from columns 3, 4 and 5 to column number 2 and, using the multiplication function in MS Exel (or macros), multiply the queries from the first column with queries from the 2nd column.
In the end it should be at least 100 two-word combinations. These will be the very basic queries that will form the basis of your advertising campaign.
It's really simple and fast!
What are these empty green cells in the table?
We decided to leave them to you. Let's just say this is a practical task to consolidate the material.
Whatever you don’t implement today, you will never implement. This fact verified by numerous seminars.
Create your table now! And check the MRS in practice.
After this you or Key program Collector and drill down into each basic query to get several thousand keywords for your first campaign.
You have the keywords for your Very First Advertising Campaign!
At a basic level.
Information collection → Strategy → Initial analytics setup → Selection of keywords→ Keyword sorting → Ad development → Advertising campaign development → Data analysis → Optimization → Scaling → Support
What topics will we touch on: coverage map, multiplication, parsing, wordstat.yandex.ru
You may have noticed that before selecting key phrases for the site there are 3 more points, since we don’t have materials on them yet, we will present them in the abstract:
The article assumes that you already understand the concepts: Wordstat, impressions, clicks, negative keywords, cross-negative keywords, keyword match types, word frequency, relevance. And if you don’t understand it, you can find them on the Internet.
How to choose key queries? There are many techniques and tools for collecting keywords: downloading from counters, collecting from competitors’ sites, generating from YML, searching for similar TOP phrases, automatically selecting key queries based on your site in search results, and others. We will talk about the main methods, or more precisely about wordstat.yandex.ru.
We know what a keyword phrase is in wordstat, it has a frequency (impressions per month), this is the average number of requests for the last 3 months and 1 month a year ago. All the phrases below are incoming requests, that is, requests that contain the phrase we entered in different declensions and numbers. You can also study the frequency of your request by region and seasonality in the “By region” and “Request history” tabs.
Consider keywords as segments of one infinite array from which we want to select those segments that will be relevant to our site. For example, in the picture below, the red intersection contains the most targeted queries, and the green intersection "mathematics school" contains queries of a broader type, and there is also a query "school", which contains 99% of queries that are not relevant to us.
So this is where I'm going with this? We will manually sort all incoming phrase requests "mathematics summer school" And "mathematics school", A "school" we won’t take it, since we don’t want to sort 99% of requests in order to find 1% of our own.
The matrix is needed as material for composing key phrases (segments). There is no need to add every possible word to the matrix. For example, we will not add the words “2016”, “buy”, “weather”, since we do not take a segment for manual sorting “mathematics summer school buy”, it will already be contained in the segment "mathematics summer school", as an incoming request. Experience is needed to determine which words should be added to the matrix and which should not.
You may also have noticed that the segments "mathematics summer school" And "mathematics school" intersect, therefore we must subtract from the query "mathematics school" word "summer". There are negative keywords for this, but more on that later.
I cannot describe the entire process, since there are infinitely many nuances, but I can tell you the key points, following which you will move in the right direction.
How do you identify keywords, in other words, what are users looking for when they enter a specific query? Type it into Yandex and look search results As a rule, the first positions contain exactly the information that is interesting to users.
As a rule, in each segment there are words that do not suit us, for example:
We add these words to the search bar with a minus symbol and click “Select” again to get the same list of keywords, but without the negative keyword content. 
Remember about the intersection of segments, at this stage we need to carry out a cross-backing track between the segments.
Thus, we get a coverage map; looking at it, we clearly understand what keywords our ads will be shown for.
The essence of the key multiplication method is to avoid manual work.
In the template field we immediately have 4 variables, if we want to multiply 2 columns, then we need to leave only the variables %(a)s and %(b)s, and remove %(c)s and %(d)s. If we want to multiply 3 columns, then we need to remove only %(d)s - the number of variables is equal to the number of columns. 
We need to multiply each segment one by one, take the first one and distribute the words into columns in the py7.ru service
Click the “Generate” button and get the result:
math camp
Keyword parsing - collecting incoming queries, similar to entering a keyword into Wordstat and copying all incoming queries.
You may notice that we now have a column of “negative words” next to each group; there we manually transfer words for cross-negotiation of our segments and general lists for each segment, for example:
We use wordstat.yandex.ru. We take each keyword from each group one by one, add negative keywords to it and insert it into wordstat
Please note that we select the "all regions" option to get more average statistics.
We have a list of incoming requests on several pages, we copy requests up to 50 impressions per month 
And insert it into our table on the same sheet under the segment. 
Do you understand everything? Have questions? Should we make a video on this topic?
Keywords - search queries Yandex users.
For the Yandex.Direct test, it is better to use only hot keywords with a clear purchasing need. You need to prepare for the gathering - make a list of masks.
Masks are general queries that include keywords. An example of a mask and its occurrences in the word selection service - wordstat.yandex.ru:
To collect masks, you need to make a list of thematic words. I do this in the program xmind, but it can also be done in Excel. There are enough basic functions and they are free.
Example of brainstorming in xmind:
Filling a map in xmind:
Materials for the video:
Let's continue. When the map is ready, you need to multiply its components. The meaning is:
Here is a video on multiplying masks:
Multiplication services:
The masks are ready, now we need to get the keywords - collect the semantics. More on this below.
The long way— enter each mask into wordstat.yandex.ru and copy queries from statistics. Please note that there will be up to 40 pages of statistics for each mask. Wordstat instructions:
Fast way— buy Key Collector on the official website, it itself collects keywords from Wordstat. Collector instructions:
The keywords have been collected, now they need to be checked for duplicates. I’ll tell you how to do this in the key-collector program...
Video:
I already wrote that Yandex.Direct needs to be tested on hot keywords.
If a person does not leave a request for “apartment renovation,” then the request “tools for apartment renovation” is unlikely to change anything. Keywords need to be sorted into hot, warm and cold.
Sorting video:
To prevent keywords from intersecting and creating competition for each other, you need to minus them.
Video about the backing track:
Backing track service:
You should have a list of keywords on hand - save it, we will need it later. If something seems unclear, write in the comments.
When choosing keywords, Yandex Direct and Google AdWords start with the widest possible list of possible phrases that your potential clients enter.
Let's say you sell Mercedes cars.
Different people will write in the search “business class cars”, “mercedes s class 2014” or “buy Mercedes Gelik”, but they are all your potential clients. And it would be good 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 launch you).
We have a 25-point checklist for this. At each point you need to write down all the key options in a separate Text Document. Or a mind map, whichever is more convenient for you.
1. Your 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 be looking for you. Set aside at least 15 minutes for this. This is where queries may pop up that the rest of the checklist won’t help you find.
2. Interview 10 people (brainstorming)
As we already said, everyone thinks differently. So ask 5-10 people how they would search for your products or services? You will see query options that never occurred to you. If possible, gather people in a group and collect the list through active discussion.
Only after this, go through the following list. Each of the points has a chance of prompting you with a huge variety of new key queries.
3. name of the product/service(Mercedes S Class 2015)
4. name of the product/service group(German cars)
5. your website(mercedes-benz.ru)
6. competitor’s website or related queries(BMW business class)
7. parts of speech(order – order)
8. places of production or purchases(Mercedes dealer)
9. specialists(mercedes seller)
10. product brands(mercedes sls amg)
11. company brands(mercedes-benz)
12. nomenclature lists
13. mistakes(mersedes)
14. translit(Mercedes Benz)
15. translation(Mercedes)
16. regions(Mercedes in Ufa)
17. cognates
18. synonyms
19. Abbreviations, slang and professionalisms(gelding Tseshka Brabus)
20. guests
21. abbreviations(AMG)
22. word mergers(mercedes benz)
23. problem(need a good car urgently)
24. cause of the problem(rollsroyce is falling apart what to do)
25. your own head again. Now you think more broadly and can come up with something else
We have a file with big list various possible queries, which is the basis. With its help, selecting Yandex Direct or Google Adwords keywords becomes much easier.
An example of what can happen: a mind map for scenting offices. I deliberately posted a fairly small map.
