Here is how the process of selecting ads for keywords will now work: if Yandex.Direct picks two or more keywords from your ads in response to a user's search query, the system will choose the one that is the best match semantically (instead of choosing the one with the highest bid):
Previously, to get the same result, i.e. avoiding ads displaying in response to queries with the word "cheap" for increased bids, it would have been necessary to cross-minus the keyword list: [car insurance -cheap]. Now you can show the correct ad for the desired amount, without having to spend time adding negative keywords.
This will help you launch new campaigns faster and allow you to manage your search ads more carefully. The settings of existing campaigns will not change.
What will happen to my current negative words?
They will continue to work. The new mode of selecting keywords and ads will not interfere with your existing negative keywords.
Can I manage how keywords are selected?
Yes, you can do so at the campaign level — there is a special option in the interface for this:
Here are the two choices:
At the ad group level, Yandex.Direct now always selects the keyword most relevant to the query, as in the example above. And the ad group enters the auction with this keyword's bid. You can use keywords in quotation marks for additional fine tuning — they will make them as close to the query as possible, but doing so can also limit the amount of traffic your ads receive.
You can find more information about the selection of keywords and settings in the corresponding Help section. If you have any questions, send them via the feedback form. We we will be glad to answer them!