Impressions for additional relevant phrases
Impressions for additional relevant phrases is a tool which automatically adds new keywords in addition to those set by the advertiser. This tool can help you add a selection of phrases which you may have not realized would be appealing to users.
The impressions for additional relevant phrases tool works well with popular categories. Examples of such categories are selling clothes or furniture. In highly-specialized categories (such as uncommon products and services), the system will require time to select the appropriate keywords. Sometimes keywords may not be selected, even if impressions for additional relevant phrases is enabled.
Ads for impressions for additional relevant phrases are served on Yandex search results pages and search sites belonging to the Yandex Advertising Network.
Impressions for additional relevant phrases is enabled for new campaigns. It can be disabled on the campaign settings page (in the section).
How it works
Yandex.Direct selects keywords from the same or similar categories to add to the original keywords based on data available, such as the ad text, the original keywords, negative keywords, information on the advertised site page, and conversions (if a Yandex.Metrica counter is present). When the data obtained is as detailed and correct as possible, then Yandex.Direct will be able to select keywords more accurately. As statistics are accumulated, the system learns and optimizes future keyword selection.
The following may be added depending on the selection mode:
synonyms (mobile phone — cellphone)
keywords with typos or errors (campain — campaign)
negative keywords (iphone 5s -copy -install -ringtone)
original keywords using other parts of speech (dental surgery — dentist's surgery)
different ways of spelling a brand or model (Kenwood 250 — Kenwood bread maker)
transliterations and translations of keywords (Ritz Carlton — риц карлтон)
keywords similar in meaning (house cleaning— cleaning company)
Additional relevant phrases that do not perform effectively will be automatically disabled. To quickly exclude from impressions additional relevant phrases that are underperforming, you must add all those words to your negative keywords.
When serving ads for additional relevant phrases made from templates, a default keyword will be inserted.
Optimal settings are enabled by default. If necessary, you can change them.
You can limit the expenditure on impressions for additional relevant phrases. The level of expenditure is specified as a percentage of the total campaign expenditure. A value of 100% means that the entire budget of the campaign can be spent on impressions for additional relevant phrases.
- Selection mode
You can select one of three modes. The differences between the modes are described in the tabs below.
In this mode, the minimum number of keywords with similar meanings and different spellings of the product model name are added to the original list of keywords.
If a Yandex.Metrica counter is inserted on a landing page, then parameters for conversion numbers and price are tracked. The system reacts quickly to disable phrases that were added automatically but proved insufficiently effective.
In this mode, the original keywords are supplemented with as many similar keywords as required to cover the target audience. The system tracks the campaign theme, regularly adds new phrases, and actively disables the less effective among them.
If a Yandex.Metrica counter is installed on the transfer page, then parameters for conversion numbers and price are tracked. The system analyzes the quality of phrase expansion as statistics are compiled and uses complex examples to refine and further optimize the selection process.In this mode, the system tries to attract the maximum possible number of visitors to the site using the maximum possible number of similar keywords (synonyms, similar requests that include other parts of speech, alternative spellings of product names, associations, and transliterations). The system constantly works to increase the number of relevant phrases in this mode. Conversion indicators are not tracked when this setting is enabled.
- Example of additional relevant phrase selection
apartment renovation in Moscow
everything for repair
bleached oak laminate
plastic double glazing
insulated double glazing
- Optimization of goal conversion rate
Choose a goal like “added item to basket”. Out of all the added phrases, the system will select for impressions precisely those that usually lead to this goal conversion. You can set your desired goal in the Minimal or Optimal selection mode.
To optimize conversions for a specific goal, the advertising campaign has to have had at least one converted session since its launch (for example, a user clicked through on an ad and placed an item in the basket).
Please note that the goal shown in the settings of the automatic strategy ( “Average CPA” , “Average return on investment” , or “Weekly budget: maximum conversion rate” ), takes priority over the one specified in this setting.
Setting bids and CTR
Yandex.Direct automatically sets bids for each related keyword, guided by the bids for your original keywords. While ads are being served, the bid for a related keyword may be adjusted depending on its productivity. The maximum bid for an additional relevant phrase cannot exceed the bid for the original keyword. The original keyword has priority over related keywords when keywords are being selected for impressions.
CTR that accumulated from additional relevant phrases does not affect the CTR of the original keywords or ads.
The Report Wizard allows you to obtain information about impressions and clicks for automatically-added keywords.
You can view keywords that were added in the Additional keywords report. If you think certain keywords do not suit your campaigns, you can disable them with the use of negative keywords.