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For each service / product, we select phrases in the service:
In most cases, we collect "keywords" from 30 impressions per month. Target phrases are entered into a file for further use in the advertising campaign, from non-target phrases we prepare a list of negative keywords.
When selecting key phrases, we take into account the region in which our ads will be broadcast.
Otherwise, phrases with zero impressions will be added, and extra work will be done.
The phrases for each product/service have been selected, but the full coverage of the audience has not yet been completed.
1. Synonyms
Example: "website development" and "website creation".
2. Words with common mistakes
Example:
"subwoofer for car" can request: "subwoofer", "sambufer".
3. Slang/professionalism/abbreviations
Examples:
If you have a competitor that offers similar products, add phrases in the advertisement indicating the name of the competitor or his products.
One note: in the title and text of ads, we indicate our name of the company or product, otherwise you will be held liable for using someone else's trademark.
The service has an additional column:
Here we see similar user requests. We check if something has not yet been used as keywords.
We advise you to periodically check the completeness of the semantic core. During the collection process, you might have missed something, your list of products or services has expanded, or new user requests have appeared that need to be added to an advertising campaign.
Useful tips for work
1. Using the operator or | and the grouping operator () to speed up the process of creating a list of keywords.
For example, you can process all the site development synonyms at once with the following construction: (development|creation) (sites|landings).
Those. no need to separately drive requests: website development, landing page development, website creation, landing page creation. We just prepare a template according to which the system itself will substitute all the variants of words and group them.
2. Wordstat supports negative keywords, if you immediately insert a basic list of negatives, you can cut off a lot of unnecessary queries. Example: (development|creation) (websites|landing pages) -free of charge -with your own hands -on your own
You can use a ready-made standard list of negative keywords, which is suitable for almost any advertising campaign. Eg - .
3. Application of operators +, !, ""
4. Installing the browser extension: Yandex Wordstat Assistant.
This widget will speed up the process of collecting keywords.
In this article, we have considered one of the ways to select keywords. Phrases can be collected using the tool, as well as using special software: Key Collector, etc.
Hello blog visitors!
As you understand, my articles will be in the form of lessons on a particular Internet marketing tool. In this lesson, we'll take a look at this milestone settings contextual advertising, as the selection of Yandex Direct keywords (). This is a very important process that needs to be approached very focused, because by collecting the wrong requests, you doom the advertising campaign to failure, and put your wallet on a cruel diet.
Okay, let's get to work!
A keyword or phrase (search query) is a word or phrase, thanks to which the search engine understands the pages or sites of which subject to show in the search results.
Let's start the selection of Yandex Direct keywords with the issue of grouping. The fact is that each request has its own frequency of impressions. For example, "iphone 6s" has 233,334 impressions per month, that is, approximately 233,334 people request something in Yandex with the name of a smartphone. There are "keys" with a lower frequency of impressions per month, up to 1 impression.
So, requests are divided by the frequency of impressions into three groups:
Each group of requests will bring you traffic of different quality. So HF will bring you a lot of traffic, but not the fact that it will be of high quality. MF queries are the most common in all niches (subjects), advertisers receive the bulk of the traffic from them. Low-frequency requests also bring in most of the high-quality traffic.
But it is not necessary to focus only on frequency. The fact is that key phrases are divided into three groups according to the probability of purchase by “temperature”:
Let's take a look at each group.
The “hot” include search queries containing the so-called selling prefixes: buy, price, cheap, custom, and the like. For example:
That is, when using "hot" requests, the probability of a sale increases significantly. The person who has set such a key phrase is already ready to buy and is looking for, comparing different options where it is more profitable for him to make a purchase.
The user is defined as interested in buying the product, but not yet ready. Warm queries contain clarifying phrases, for example:
They will give you the main traffic. For the most part, “warm” queries have a frequency of 500 to 2000 impressions per month (MF), and the number of impressions per month is not small.
The probability of buying, as I wrote above, is low, that's why they are cold. It may seem to you that you shouldn’t use such “keywords”, because very few people will buy anyway. But he will buy. “Cold” requests have a high frequency of impressions per month, which means they will bring a lot of traffic, it’s up to the site. As he will sell, so will they buy.
An example of "cold" requests:
Let's start choosing keywords. This can be done in two ways: manual and automatic. Learn more about each of the methods right now. Let's start with manual.
Manual selection of words in Yandex is carried out in the Wordstat service (wordstat.yandex.ru).
This method is quite simple, and, most importantly, free. Google has its own similar tool, but more functional.
Step 1. Keyword masks.
A mask is a keyword or phrase that describes your niche, product, or service.
The mask should consist of 1 - 2 - x words.
For example, the word "iphone 6s" is a mask. Just enter it in a line and see all requests, then add them to the list.
Step 2. Collecting all the keywords you need.
Now you just collect all the keywords that you think can bring you profit and quality traffic.
On this screenshot, I have highlighted those search queries that can bring us profit.
Advice: See the little rectangle on the left? So, this browser add-on is Yandex Wordstat Assistant. Link: http://semantica.in/tools/yandex-wordstat-assistant.
This add-on greatly facilitates the selection of Yandex Direct keywords. Just click on the plus signs, then click on the copy icon in the add-on block:
After adding a request, a minus appears in place of the plus sign, by clicking on which you can delete the one you don’t need.
This is how the selection of words for Yandex Direct is carried out with pens.
You can also automatically select keywords for Yandex Direct using parser programs. The most popular parsers: (paid parser, 1700 rubles), Magadan (free), Slovoeb (free).
Naturally, KeyCollector's capabilities are extensive (), but free counterparts are significantly inferior to it in terms of functionality and speed.
When working with the parser, you just need to drive in the masks, start the process and wait. Then it checks what the parser has collected and that's it.
Today I will show you how to work with the Slovoeb parser.
1) First of all, we need to create a Yandex account for parsing. The fact is that Yandex blocks accounts that vehemently send requests for information. I think that there will be no problems with this;
2) Now you need to drive in the password and login from the new Yandex account into Slovoyob. Go to settings, click on this icon:
3) Then go to the Yandex Direct tab (1). In the Yandex account settings field, enter your login and password (2). We enter data like this: [email protected]:password. We save. Be sure to put a colon between the username and password.
4) Create a new project
5) Then you need to drive in masks and start collecting requests. To do this, click on this button.
We start collecting
6) We are waiting for the collection to end. Here you can see the frequency for a particular request.
7) Now you need to upload all queries to an Excel file. To do this, click on the export button, it is located here:
The file will be in csv format.
Great! Now you can automatically select Yandex Direct keywords.
To do this, follow the 5th paragraph of the instruction above.
1) Drive a few masks into the window. Check the box "Do not add the phrase if it is already in other groups" (1). Click on the group distribution button (2).
2) We start collecting search queries.
Then do everything as described in the instructions above.
A necessary step in collecting keywords is the collection of so-called . If you don’t collect negative keywords, you doom your advertising campaign to failure, because sooner or later the traffic becomes so polluted that only losses come from advertising.
Today you learned how to select Yandex Direct keywords manually and automatically. Also, we learned how keywords are divided. I hope this tutorial has been helpful to you.
In the next lesson, we will analyze which will help you save a few thousand rubles and make your advertising more effective.
See you!
Previous articleTotal
Compiling the correct semantic core, one of the main tasks SEO optimization. Independent selection of keywords of the semantic core is difficult to implement, without analytical and statistical services that collect information on the search queries of Internet users.
And it is done to optimize the site for certain search engines. To do this, use the query statistics stored in the database of search engines and services.
(wordstat.yandex.ru)
Free service for selecting and analyzing search queries made in Yandex.
yandex.ru/search/advanced
Advanced search allows you to analyze the search results for low-frequency queries in Yandex. Compilation of an extended semantic core from search phrases of 3-4 words.
https://direct.yandex.ru
Clarification of the competition of search queries for advertising phrases used in advertising on Yandex.
https://webmaster.yandex.ru
Semantic core correction: , detection of popular queries of the published site.
(//adwords.google.com)
Selection of keywords and analysis of search traffic in the Google search engine. Analysis for registered users only. Selective analysis of requests by country.
https://www.google.ru/advanced_search
Clarification of issuance by search queries in advanced search.
wordstat.rambler.ru/wrds/
Statistics of search queries made in the search engine Rambler. Disadvantage: Query statistics are rarely updated.
http://seobudget.ru/tools/keywords/
Multifunctional service for website optimization and search results analysis. One of the tools: Selection of phrases of the semantic core. The cost of selection is 3 rubles per request. The number of selected phrases is unlimited.
Online.seranking.com
Another multifunctional service for webmasters. Registration is required to work. Analysis and word selection tools are available for 14 free days. Further, for the selection of keywords, payment of 50 kopecks per request from the service database (20,000 results) and 1 ruble from the Yandex database.
keywords.megaindex.ru
Megaindex service is a multidisciplinary service for website analysis and promotion. One of the best services selection of keywords.
The selection of keywords is made after registration and adding a project (site). The tool is free. In addition to the selection of phrases of the semantic core, the analysis of the visibility of the site in the search results for queries (2) and the analysis of thematic queries (3).
promoter.ua
Analysis of competitors by search phrase. Can be used for indirect analysis of the competitiveness of search queries.
http://keywordtool.io/ru
Shows the analysis of the search query and the keyword for this query in Google search engines, including separately in Google.ru, Bing, YouTube. The selection of phrases and keywords is free, however, query statistics, CPC (cost per click in advertising) and the level of competition of the phrase in Google are only in the paid version.
https://advodka.com/wordlist/
A free service that has a tool for selecting phrases and words of the semantic core for Yandex and Google search engines. There is an analysis of the geography of requests.
https://www.google.com/trends/
Search query popularity service for the month, year, sections and countries. Shows only searches made on Google.
mutagen.ru
Keyword selection service for Runet sites. In addition to the selection of key phrases, it gives out the degree of competition of phrases. There is a mass verification of keys.
For verification, registration and replenishment of the balance by 1 ruble is required.
A good service for site analysis, keyword selection, query clustering.
coolakov.ru/tools/razbivka
Free service of clustering (grouping) search queries.
17 keyword research services: seolib
Multidisciplinary service for site optimization and analysis. One of the services: free selection of 25 keywords per day from one IP address.
We have released a new book "Content Marketing in in social networks: How to get into the head of subscribers and fall in love with your brand.
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.
Options for selecting search queries without the use of special programs have two undeniable 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 queries.
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 keywords requires a significant amount of time, and when developing requests, it is important to rely on the specifics of the business and the needs of customers.
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 the keywords in the collection 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.
At a basic level.
Information collection → Strategy → Initial analytics setup → Keyword selection→ Keyword sorting → Ad development → Campaign development → Data analysis → Optimization → Scaling → Support
Topics we will cover: coverage map, multiplication, parsing, wordstat.yandex.ru
You may have noticed that there are 3 more points before selecting key phrases for the site, since we still do not have materials on them, we will state them in the theses:
The article assumes that you already understand the concepts: wordstat, impressions, clicks, negative keywords, cross-backlink, keyword match types, word frequency, relevance. And if you do not understand, then you can find them on the Internet.
How to choose keywords? There are many techniques and tools for collecting keywords: unloading from counters, collecting from competitor sites, generating from YML, searching for phrases similar in the TOP, automatic selection of keywords based on your site in search results, and others. We will talk about the main methods, or rather about wordstat.yandex.ru.
We know what the key phrase in wordstat is, 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 that we entered in different declensions and numbers. You can also study the frequency of your request by regions and seasonality in the "By regions" and "History of requests" tabs.
Think of the keywords as segments of one infinite array, from which we want to extract 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 "math 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 where am I going? We will take all incoming phrase requests for manual sorting "math summer school" And "math school", A "school" we won’t take it, since we don’t want to sort 99% of queries in order to find 1% of ours.
The matrix is needed as material for compiling key phrases (segments). It is not necessary to add to the matrix all the words that are possible. For example, we will not add the words "2016", "buy", "weather", since we do not take a segment for manual sorting "math summer school buy", it will already be contained in the segment "math summer school" as an incoming request. Experience is needed to orientate which words should be added to the matrix and which should not.
You may also notice that the segments "math summer school" And "math school" intersect, therefore, we must subtract from the query "math school" word "summer". There are negative keywords for this, but more on that later.
I cannot describe the whole 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 determine keywords, in other words, what are users looking for when they type in a particular query? Drive into Yandex and see search results, as a rule, the first positions contain exactly the information that is of interest 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 "Search" again to get the same list of keywords, but without the content of the negative keywords. 
Remember about the intersection of the segments, at this stage we need to conduct a cross-backing track between the segments.
Thus, we get a coverage map, looking at it, we clearly understand which 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 delete % (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 in turn, 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 requests, similar to the fact that we will enter a keyword in the wordstat and copy all incoming requests.
You may notice that near each group we have a column of “negative words”, where we manually transfer the words for cross-minus our segments and general lists for each segment, for example:
We use wordstat.yandex.ru. We take each keyword from each group in turn, 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 the value of impressions per month 50 
And we insert into our table on the same sheet under the segment. 
Do you understand everything? Have questions? Should we make a video on this topic?
