You can expand your list of keywords in a campaign to cover more of the audience interested in your products or services. Here are a few recommendations:
don't forget to include common typos. Yandex.Direct takes into account the most common typos and understands queries typed in different keyboard settings. Ads based on an auto-corrected search term will display in response to these queries. However, uncommon typos and words that can be spelled in different ways will not be auto-corrected. To ensure that your ad is displayed in search results even when the user makes a typo, you must include misspelled words in your list of keywords.
take complex words into account. For example, the search query “make up” can also be spelled as “makeup”;
try using different parts of speech with the same root. For example, in Russian the part of speech is reflected in the structure of the word, so it makes sense to add “магазин мебели” (literally "store of furniture") to a list of keywords that includes “мебельный магазин” (furniture store). (Note the difference between the noun and adjective forms of the word for furniture).
include synonyms. Even though your Direct ads can display when someone searches using a synonymous keyword, we recommend adding common synonyms manually. Direct optimizes future keyword selection based on the keywords you set.
remember to use relevant jargon and slang. For example, “motherboard” and “mobo”, “souvenir shop” and “souvenirs”, “bradawl” and “sprigbit”, "headphones" and "cans";
Refrain from using generic terms such as “repair”, “advertising”, “rental”, “delivery” etc., as this reduces the effectiveness of the ad campaign. Instead, it makes sense to use a combination of keywords like “printer repair”, “outdoor advertising”, or “van rental”.
Use the keyword selection service for an extensive list of user search queries on Yandex.
Keywords are applied to the entire group of ads. To edit the keywords for a separate ad, please create a new group for it.
Enter the keyword you intend to use for your product or service in the word selection page and click “Match”. The results will be divided into two columns.
In the left-hand column you will see user searches that include your keyword. The figure next to each search represents the approximate number of impressions that you will get each month if you decide to use this keyword or phrase in your campaign. The keywords in the left-hand column show you what users who entered your keyword are interested in. If it turns out that these user interests exceed the scope of your business, you can refine your target audience in one of two ways:
Add one or two more words to your keyword. For example, if you repair Cadillacs, it would be better to include “Cadillac car repair” as a keyword in your ad as opposed to just “car repair”.
Add negative keywords to your keyword phrases. In this instance your ad will not display if a user's search includes any of the negative keywords you enter for your campaign. For example, if you add the negative keyword “books” to the original “car repair” keyword, then your ad will not display when someone enters the common search term “car repair books”.
Negative keywords work as follows: if you don't want your “car repair” ad to be displayed for “car repair books”, “car repair manual”, “car repair tips”, you will need to specify your keywords as: “car repair -books -manual -tips”. You can add a new keyword with its own list of negative keywords, separating it from the keyword with a comma.
If your ad uses overlapping phrases like "car repair" and "Honda car repair", then it's better to add the negative keyword Honda, so that the phrases "repair car -Honda" and "repair car, Honda" do not compete with each other for ad spots (please see the Ad Serving Rules).
Only individual words can be excluded, not phrases. If you wanted to exclude “Saint Petersburg” from the keyword “repair” you would need to write “repair -Saint -Petersburg” as the keyword.
The right-hand column shows other searches made by people looking for your keyword. They are arranged in descending order according to their “relevance” to the original search. By adding keywords from this list your ad will be displayed to a greater number of users.
If you would like to find out how many impressions took place in a specific region (or for a group of regions), click “Specify the region”.
If you delete the positive part of a keyword that contains a negative keyword, the phrase will be considered new and impression and CTR statistics will be reset.
There are a number of other commands you can use to refine your searches in the word selection service:
Operator “-” (negative keywords). Allows you to exclude one or more words from your search. The “-” command should be placed directly in front of the word (without a space) you wish to exclude. There should, however, be a space in front of the command. For example, if you type “repair -guarantee”, the statistics will display all searches including the word “repair” but not including the word “guarantee”. If you would like to exclude the words “guarantee” and “free” from the statistics you will need to type “repair -guarantee -free” in the search bar.
Commands “()” (grouping) and “|” (“or”). With the help of these commands you can create phrases like: “(Toyota | Hyundai) (car | automobile) repair -guarantee -free”. This phrase is a condensed version of the following four phrases: “Toyota car repair -guarantee -free”, “Hyundai car repair -guarantee -free”, “Toyota automobile repair -guarantee -free”, “Hyundai automobile repair -guarantee -free”. You can add a phrase with a grouping operator when creating or editing an ad. It is impossible to add such a phrase on the campaign page.
Command “+”. This lets you force prepositions and conjunctions to be included in the search statistics. Normally, the search engine and, consequently, the word selection statistics, would ignore these parts of speech by default. For example, the total number of impressions for “products for cars” will be the same as for “car products” by default. If the preposition “for” is crucial to your search, then you should enter the following: “products +for cars”. If this stop-word has more than one grammatical form, all of them will be included in the search results.
The right-hand column, “Statistics by keywords”, adds the “+” operator to all searches containing prepositions and conjunctions by default. To see impression statistics for a keyword that doesn't factor in these stop-words, you will need resubmit the search by either removing the “+” command or the word itself.
Operator " " (quotation marks). This lets you calculate impression statistics for an individual word (or phrase) in all its forms, without including impressions for searches that contained this word/ phrase as part of a longer keyword.
Command “!” . This will display statistics for a particular word in the exact form you entered it in the search bar. The “!” command should be placed directly in front of the word without a space. There should, however, be a space in front of the command.
Operator “[ ]” (square brackets). Allows you to fix the order of words in a search query. This takes into account all word forms and stop words.
For example, for the keyword “tickets [from Moscow to Paris]” an ad will be served when the search is for “plane tickets from Moscow to Paris”, and “ticket from Moscow to Paris”, but won't display if someone enters “tickets from Paris to Moscow”, “tickets Moscow Paris”, or “how to fly from Paris to Moscow”.
Please note that incorrect use of this operator may result in impressions being completely halted.
All the aforementioned commands are supported when creating keyword/phrases for your ad in the Yandex.Direct interface.
Any repeated keywords will be merged into one. For example, “Baden-Baden” will be replaced with simply “Baden” and the ad will still be displayed in searches for “Baden-Baden” as well as for “Baden”.
When entering your ad keywords, you can use some of the Yandex commands mentioned above. In particular, quotation marks, the exclamation mark, and the plus sign.
If you place a keyword in quotes, your ad will only display when someone searches for this word or any of its grammatical forms. It will not be shown when someone's search contains this word as part of a longer search term. For example, if you only want your ad to display when someone searches for one of the noun forms of “fireplace”, you must surround that word with quotation marks. This way the ad will be served when the user searches for “fireplace”“” or “fireplaces”, but not for “fireplace guard”. If the keyword in quotation marks contains a preposition, then the preposition is automatically counted. In other words, the phrase "guard for fireplace" = "guard +for fireplace".
If you place an exclamation mark in front of a keyword, the ad will be served when a user's search contains this word in the exact form you specified. For example, if you want your ad to be displayed only in response to the exact word “cue”, then you should enter it as the keyword “!cue” and the ad will be served when someone searches for “cue”, and “pool cue”, but not when they search for “Cued speech” (a speech system for people hard of hearing). “” The “exclamation mark” operator also lets you force the search engine to include prepositions and conjunctions (which would otherwise be ignored) in their specific forms. For example, if you want your ad to display when someone uses the phrase “cars for students”, then you should type “cars !for !students” as your keyword. In this example, the ad will not be displayed when someone searches for “student cars”. If you would like to include all forms of the words, use the “+” operator.
Excersize caution when using the “exclamation mark” and “quotation marks” command, because you might inadvertently be excluding a large part of your target audience.