Keywords are single words or phrases that determine who your ad will be served to.
On Yandex search, ads are served for search queries containing whole keywords that you specified. When serving ads on other ad networks, the system automatically selects ads with keywords that match the topic of the site or the user's interests.
How it works
Keywords work differently in search results and in ad networks.
The keyword determines which search queries in Yandex search and on search sites in the Yandex Advertising Network will trigger ads from the group.
For example, if you set the keyword tours to mars, we will show your ads for the search queries tours to mars, discount tours to mars, tours to mars deals, reserve tours to mars, and so on, but we won't show them for tours to the moon or is there life on mars.
Use the “Search query” report to see which queries or matching types triggered your ad. Analyze the statistics and add the high-CTR queries to the keywords. Exclude irrelevant queries by adding them to negative keywords.
Keywords determine the site content and audience interests to display the ad for in ad networks. For example, an ad about tours to Mars might be displayed on a page about traveling, or shown to a user who is interested in flights to Mars.
How to add keywords
You can add keywords in the New keywords box when creating or editing ads. Use commas to separate keywords. Only letters, numbers, the minus sign (“
- ”), and other Yandex.Direct operators are allowed. Decimal points are allowed in decimal numbers. Letter case and word order are not important.
The maximum keyword length is 4096 characters (including negative keywords, spaces, and Yandex.Direct operators). The number of keywords per group cannot exceed 200. Each keyword can contain a maximum of 7 words.
Additions or changes to keywords are implemented within 3 hours. To add keywords for a separate ad, create a new group for the ad.
If keywords overlap (a keyword contains one of the other keywords), negative keywords are added automatically. This prevents keywords from competing with each other when selecting an ad to show.
Any recurring words in a keyword are reduced to one instance. For example, the keyword Baden-Baden will be reduced to just Baden. Ads will display for both the search terms Baden-Baden and Baden.
Auxiliary parts of speech, pronouns, and any words that do not add their own meaning (stop words) are automatically excluded from the user's search query when selecting ads to display. For example, if a user searches for how and when to travel to mars, ads will be served that have the keyword travel mars. How, and, when, and to are stop words in this case.
Remember that stop words count in all languages. For example, if you set IT services as a keyword, ads will be served when a user enters the non-target queries stylist services or legal services, since it is a pronoun. To include a stop word in a query, you need to affix it using the + “operator”.