Step 2/3. Select your keywords

Yandex.Direct ads are served when a user's search contains a keyword that you set in its entirety. For example, if you selected the keyword interior design for a group of ads, your ads will be served in searches for interior design, apartment interior design, interior design magazine, interior design training, etc., but will not be served in searches for design or interior.

  1. Use commas to separate your keywords.

  2. Keywords should correspond to the subject of the ad.

  3. The letter case and word order in the keywords are not essential.

  4. Stop-words (e.g., conjunctions and prepositions) are only taken into account if preceded by an “+” operator (e.g., accessories +for cars).

  5. Keywords can only include letters, numbers, and the minus sign (-). Additional operators can be used in Yandex.Direct.

  6. The length of a keyword cannot exceed 4096 characters (including negative keywords, spaces, and Yandex.Direct operators). The number of keywords per group cannot exceed 200. The number of words for one keyword cannot exceed seven.

  7. If keywords overlap (one of them contains another), negative keywords are added automatically. This prevents keywords from competing when an ad is selected for display. You can manually delete the negative keywords that were added automatically.
  8. For your convenience, in the course of managing your ad campaign, you can split keywords by thematic blocks and create separate ad groups for these blocks.

How do I select keywords?

Try to imagine what people looking for your product or service will search for. 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.

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