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Effective keywords in direct messages. Forecasting the advertising campaign budget and selecting queries in the forecasting tool. Working with the Yandex Direct keyword parser


We continue the series of articles about Yandex Direct. Last week, let me remind you, we talked about where it could be located. Today Vera Kargina tells how to select words for Yandex Direct (although it would be more accurate to call them queries), how to use them correctly special operators and how to forecast a campaign budget.

By the way, if you share the article on social networks (for this there are social network buttons under the subscription form under the article), more people will have access to such detailed and clear information about direct. Otherwise we write, “but the men don’t know” :)

What is a request?

A query is a phrase or word that a user enters in the search bar. It is she who reflects his interest, and this should be used first.

All queries are like a nesting doll: they are included in each other from the broadest to the narrowest. The narrower the request, the more words he contains.

In this example, the broad query “bicycle” includes all other narrower queries. And, in turn, each of these queries includes all subsequent narrower phrases.

Queries can also be represented as a pyramid:

In this example, the broadest query is “refrigerator.”

Broad queries cover a very large audience that may be interested, for example, not only in purchasing a refrigerator, but also in repairs, reviews, and proper storage in the refrigerator of any products, since this query includes absolutely all phrases in which the word “refrigerator” is present.

Morphology

Yandex Direct does not take into account morphology by default, so requests in any number and case are perceived by the system as equal. But please note that if these are just words with the same root, but different parts of speech, these will be different queries for the system.

Wordstat.Yandex

Before talking anything else about queries, you need to get acquainted with the most important statistics tool in Yandex - Wordstat. You can find it using the “Word Selection” link in the Yandex Direct interface or using the direct link: http://wordstat.yandex.ru

It’s worth noting right away that selecting words in Yandex Direct for further loading into the campaign is not very convenient here, since you will have to copy the phrases manually. This tool is more designed for viewing statistics.

To view statistics for a keyword, you must first select the region where future ads will be displayed.

We add the query itself to the line (by default, the checkbox is on the “by words” item, which is what we need) and click “select”. We get a sign like this.

In the left column we see all the words that the query “New Year's gifts” includes, and statistics on them (how many times users from the selected region typed this query in Yandex search over the past month).

In the right column are queries that were also typed by users searching for plastic windows. They can serve as hints on what other words to choose on a given topic.

In the same tool you can see how the statistics on a request differ in different regions. To do this, you need to tick the “by region” box.

Many requests are seasonal. For example, tires or New Year's gifts. If you calculate the budget for the winter season in the fall, you may get incorrect data, because... statistics are taken for the previous month. It is unlikely that these requests will be popular in the summer or early autumn, but you can see how statistics have changed throughout the year and know what to expect from the budget. To do this, check the “query history” box:

The graph shows that the peak for the request “winter tires” occurs in November-December and the difference is huge.

Using Special Operators

Imagine the user enters search bar word aquarium. What could he mean? Does he want to buy an empty aquarium? Or maybe he needs an aquarium with fish? Or does he want to make an aquarium with his own hands? Looking for desktop wallpaper? Or does he want to listen to Boris Grebenshchikov?

Let's assume that we are selling aquariums, and we don't need our ad to be seen by fans of BG or jacks of all trades.

To clarify the request and limit the target audience, you can use special operators.

Operator "-" (negative words). Allows you to exclude queries that include a particular word from statistics. The “-” operator is placed close to the excluded word, without a space. The operator is preceded by a space. For example, if you specify repair - warranty, you can get impression statistics for all queries that include the word repair, except those that contain the word warranty. If you need to exclude queries with words from the calculation warranty And free, you need to specify: repair - warranty - free.

For our aquarium it will look like this:

Let's look at another example. We need to sell a house by the lake and, of course, we will use such a request for our advertising. But using this phrase, users can search for information about the film of the same name.

To cut off unnecessary audiences, we need to cancel everything related to the film.

The request in this case will look like this: house by the lake -film -keanu -reeves -download -dvd – watch – online – free.

Please note that a space is not placed after the minus, but before the minus.

Now imagine that you, on the contrary, are advertising an online cinema. In request Lake house there is a preposition " at", and Yandex does not take into account prepositions by default. That is, requests Lake house And house lake will be the same for the system. And, if in the case of real estate, users can type a query in any form, for example, houses by the lake, house in front of the lake, house near the lake, then the title of the film will certainly not change in any way, and the pretext “ at" will be present in the phrase in any case. A preposition can be fixed using a special operator.

Operator "+". Allows you to force prepositions or conjunctions into statistics that are ignored by the search engine and, accordingly, word selection statistics. For example, the total number of impressions for a query car products matches the number of impressions on request car goods. If the preposition " For"Basically, you need to type in the input field: goods + for car. The preposition will be included in the request in all its forms.

Usually in query statistics the operator " + » is used by default in all phrases containing prepositions or conjunctions. To get the number of impressions for a phrase without taking into account the function word, you need to reformulate the query by removing “ + "or the function word itself.

But let's return to the film "House by the Lake". After fixing the preposition " at“It is necessary to eliminate everything related to real estate.

The phrase will look like this: house + by the lake – Moscow region – big – small – city – meter – square.

Sometimes it happens that a word needs to be deleted completely, that is, ad impressions should be strictly based on the request that you have chosen, and there should be no impressions for all phrases embedded in it.

This need arises when the request is very broad, and there are few necessary phrases among the included ones and it is better to write them separately. To avoid minus this query endlessly, there is a quote operator.

Operator "" (quotes). Allows you to take into account impressions only for this word (phrase) and all its word forms in the calculation, and not take into account impressions for queries containing a phrase with a given word.

Let's look at an example. If you enter in Wordstat word blankets, then we will see that over the past month users have typed it in the search engine 199,068 times. But here is the phrase blankets includes all queries nested within it.

If we enter a query in quotes, we will see that one word at a time blankets there were only 3,934 impressions.

Now let's imagine that we need to select queries for the website of a company that sells billiard cues.

As we already know, Yandex Direct does not take into account declination, and if we put the word “cue” in the genitive case and plural, we get...

To fix the form of a word, use Exclamation point in front of him.

Operator "!" Allows you to take into account impressions only by given form words. Operator "!" placed close to the keyword, without a space. The operator is preceded by a space ( sale! billiard cue).

If we don't use an exclamation mark before the word cue V in this example, then upon request " sale of billiard cues"We will be seen by those who enter, for example, the query " sale of billiard tables in Kyiv».

And one more example. We sell household goods and use the request cover. In addition to the noun we need, this word is a verb in the past tense. And the verb cover in turn is a form of the imperative mood cut, which is also a noun (for example, dress cut). Thus, cover And cut for the system will be the same request. Therefore, here you also need to fix the form of the word with an exclamation mark.

Sometimes the word order is important for a query, which the system also does not take into account by default. This is most often necessary when selling tickets for directions requests.

Operator "" (order). Allows you to fix the order of words in the query. It is not necessary to put the entire phrase in square brackets, but only that part of it that needs to be fixed.

Or, for example, you sell auto parts. Request car parts equal to request car for parts, since prepositions are not taken into account. Of course, you can fix the preposition “ For", but there will probably be users who will write and car for parts. Therefore in in this case It is better to fix both the preposition and the word order.

The request will look like this: [spare parts + for car].

With their help, you can create an expression like: repair (cars | motor vehicles) (VAZ | GAZ) - warranty - free. It will be equivalent to queries using the following set of words: VAZ car repair - warranty - free, GAZ car repair - warranty - free, VAZ car repair - warranty - free, GAZ car repair - warranty - free.

Operators are very useful tool, which can be used not only to clarify key phrases in Yandex Direct, but also to search Yandex.

How to select queries for different types platforms?

Search sites and thematic sites have different audiences, so you need to select queries for them differently.

Direct search platforms

The search audience is a hot audience, it is already ready to buy your product or service, and is already looking for it. Search platforms are great for selling something quickly.

To effectively select words for ads that will appear in searches, it is important to follow the following principles:


On thematic sites, the query as such is not used, because there is nothing to search for here.

And although requests are not visible on the sites themselves, in the Yandex.Direct interface it is with the help keywords We choose which sites our ads will be shown on. Therefore, for thematic platforms it is best to:


Forecasting the advertising campaign budget and selecting queries in the forecasting tool

The Budget Forecast tool is convenient not only for planning expenses for advertising campaign, and for simple selection queries, because this is where the selected phrases can be uploaded to an Excel file.

The budget forecast is located at the link of the same name in the Direct interface. Here, too, you first need to select the regions in which the advertising campaign will operate. Then you can immediately enter the words in the field (separated by commas or in a column), if they already exist.

In this case, a column with tips will appear on the right, from which you can also select queries by simply clicking on them.

You can also click the “select” button, then Wordstat will open, but in it you can now check the boxes next to the necessary queries, thereby adding them to the calculation.

After the words are selected, you need to click the “count” button. A page with a forecast opens, which can later be downloaded into one file.

In the resulting table you can see the forecast of the click price for each word in different positions and the approximate forecast of CTR. Below there is a field in which you can add more requests.

Now you can work with the selected words, clarify them, or select more words.

If you click the “clarify” button next to a query, queries nested within this phrase will appear. Choosing unnecessary ones among them, we add negative keywords to the phrase.

By clicking the “select” button, we can add phrases from those included in this request to the calculation.

Here you can upload the budget forecast into a table, which will then be convenient to work with.

Word selection within the campaign

You can add new words to existing advertisements or create new ones.

The familiar selection tool will open:

Now you know how to select the right queries for an advertising campaign.

  • you can read the beginning of our story about Direct.
  • We'll talk about which texts are needed for search and which for platforms next week.
  • Well, the last part of our story will be devoted.

We released new book"Content marketing in in social networks: How to get into your subscribers’ heads and make them fall in love with your brand.”

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The correct selection of Yandex.Direct keywords is the key to successful and profitable advertising that brings high-quality traffic and, as a result, profit. How to choose the right “keys”? What are “minus phrases”? And what is the difference between manual word selection and automatic selection? We'll tell you in the article.

How contextual advertising keywords are grouped

A keyword (phrase) is a query by which the system finds the necessary data and displays it in the results..

Key phrases allow you to briefly describe the activities of the page and bring target customers to the site who will definitely be interested in the advertised objects. All words are grouped according to three criteria:

  • frequency;
  • temperature
  • number of words.

Each of them affects the quality and quantity of traffic, as well as the success of the advertising campaign.

Frequency

Each search query corresponds to a certain frequency, for example, the key “Dog food” has an indicator of 328,951 views per month. This means that 328,951 users entered this query into the system and were looking for something with this phrase. There are also keys with fewer impressions, down to one.

Thus, requests can be divided into three groups according to the number of impressions:

  • low frequency – from 1 to 500;
  • mid-frequency – from 501 to 2000;
  • high-frequency – from 2001.

As for traffic, the indicators vary depending on the frequency:

  • high frequency – a large number of low quality traffic;
  • mid-frequency – optimal quantity traffic good quality. (It is the middle requests that most Yandex.Direct advertisers use);
  • low frequency – low amount of traffic of the highest quality.

Temperature

However, you should not judge the value of a key based solely on the number of requests. There is another factor that indicates the likelihood of a purchase - “temperature”.

Hot keys. These are words that indicate a high probability of purchase. Such requests are accompanied by selling prefixes: “price”, “order”, “buy”, etc.

For example, take our query “dog food”. It will become hot in the following combinations:

  • cheap dog food;
  • dog food price;
  • buy dog ​​food.

Why does the likelihood of buying food increase? It’s simple: by clicking on such a request, a person has already set a goal - to buy a product, which means that when he gets to an advertisement with the appropriate key, he will be able to find what he is looking for.

Warm keys. These are some indicator words that check potential client, find out details about him and his preferences . For example:

  • dog food in St. Petersburg;
  • where to buy premium dog food;
  • how much does dog food cost?

Here the person has not yet decided whether to buy food for him or not. However, he is interested, which means that advertising with a similar key will help guide the user and turn ordinary interest into a purchase.

The selection of keywords for Yandex.Direct is mainly based on warm queries that provide the advertiser with useful traffic.

Cold keys. Simple phrases without target prefixes. These are queries with a low probability of purchase and may not seem worthwhile to use. But that's not true. The fact is that such keys have the highest frequency, which means they attract large quantity users who see advertising and go to the site.

  • dog food;
  • Shepherd food;
  • premium dog food.

Word count

  • basic queries (a phrase of two words that clearly explain the essence of the advertisement);
  • nested queries ( basic keys, supplemented with clarifying words).

Let's assume that you are selling smartphones, in which case the following queries will be considered basic:

  • buy a smartphone;
  • smartphone Voronezh;
  • new phone, etc.

Nested queries:

  • smartphone buy cheap online store;
  • smartphone at a discount Voronezh;
  • iPhone X with delivery in Moscow, etc.

Selection of words for contextual advertising

This is a painstaking procedure that requires maximum concentration on details. One missed request can ruin the entire advertising campaign, but, on the contrary, careful development will allow you to achieve your goals.

Process Features:

  1. Search queries must reflect the subject of the ad.
  2. The case of letters and the order in which words are written in the key do not matter.
  3. General maximum amount characters in the request cannot exceed 4096 characters.
  4. Particular attention should be paid to synonyms by which the client can search for the required product (For example: food - treat - food, etc.)

Finally, we come to the most interesting part of the article - the description of the selection of words for Yandex.Direct. Conventionally, the process can be divided into manual and automatic. Let's look at each of them.

Manual selection of words Yandex.Direct

Selection options search queries without the use of special programs have two undeniable advantages. The first is efficiency, and the second is that you don’t have to pay for the selection process itself. Of course, you will need to spend an invaluable resource - time, but the result is worth it.

We'll tell you how to quickly type about 100 key phrases for Yandex.Direct using a table. We used Excel.

Algorithm of actions:

Attention! The location should only be provided if the business requires it. For example, a regional online store or delivery service.

Now you have ready-made diagram, combining words in which you will get the initial mass of queries.

Another manual method finding words for advertising - working on basic phrases in the keyword selection service for Yandex.Direct. This is the most common and reliable option that will allow you to receive high-quality traffic.

Algorithm for working in Wordstat:

  1. Go to the website https://wordstat.yandex.ru and enter the base key in the selection line.

First of all, you will need a set of keys that best characterizes the essence of the advertisement. For example, the key “dog food” is basic, based on it we will consider the work process.

2. You will see a list of queries that users use in conjunction with the given key. Your task is to choose the phrases that are most suitable in meaning and quality.

We have highlighted the best requests, in our opinion, that will bring profit to the store.

3. Next, you can click on any selected key and a list of “hot” phrases that can be used in advertising will open in front of you. The action must be performed for each, in your opinion, high-quality key.

We clicked on the key “buy dog ​​food” and received the following list:

This type of selection of key queries requires a significant amount of time, and when developing queries, it is important to rely on the characteristics of the business and customer needs.

Automatic word selection

For those who want to save time, and maybe even nerves, we have developed special programs– parsers that allow you to quickly and easily special effort pick up best keys for an advertising campaign.

The way all services work is to automatically process the basic phrase. Your task is to specify the required request and set the settings; the rest of the process takes place without user participation.

Most popular program for selecting keys is KeyCollector. This is a paid parser, but its functions ensure the selection of the highest quality key phrases, which you only need to select from the list of proposed ones and include in the advertising text.

Important! If the key queries in the selection overlap, you need to add negative keywords to them. What it is? Let's look further.

Selection of negative phrases Yandex.Direct

Negative words – These are words that allow you to refine your search and show ads only to target consumers.

To describe the term more clearly, let's give an example:
You are launching an advertising campaign for an online store selling luxury floor tiles. Yours the target audience- These are wealthy people who are planning or are in the process of renovation. Their need is to buy high-quality, exclusive tiles. They are not interested in the market option that their neighbor has. Your advertising campaign is built on the phrase “buy tiles.” And if you don’t use negative keywords, then your ad will be seen based on the following keywords: buy cheap tiles; inexpensive tiles; chocolate bar; third grade tiles. etc.

From this example, there are several benefits of negative keywords:

  • reduction of non-target transitions. You will pay for each transition, and if you forget to create a list of stop words, you will have to pay for useless transitions that do not generate income;
  • increase in click-through rate. This will result in a lower cost per click.

This is why it is important not to forget about safe words. Let's look at a few simple options.

Using Wordstat

Who is suitable for excluding words using Wordstat:

  • for those who have a lot of free time manual search and entering stop words;
  • for those who launch just one advertising campaign.

If the selection of negative keywords is necessary for several keywords at once, the process of working in Wordstat may be delayed.

Clarification

This quick way selection of negative keywords, which is done in Direct itself. Big advantage The method lies in the fact that you do not have to look for safe words yourself and decline them in your mind. The system automatically calculates morphology and provides full list negative phrases.
To get started, you need to create an ad in Direct, then the system itself will offer to refine your search.

You can use the refinement function not only after creating an ad, but also in the “Budget Forecast” section. This is possible if you know at least an approximate set of stop words.In this case, you can more accurately calculate your budget and save on advertising.

For the campaign

Stop words for a campaign should take into account all ad groups and cut off untargeted clicks on the ad.

If you are creating a campaign for ceramic mugs, you should exclude metal, wood and clay ones. Even if they are presented in the catalog of your IM.

You can add negative keywords before presenting your ad to users.

In order to study stop words, go to the “Unified list of negative phrases” section.

For a group

This set of phrases will allow you to exclude untargeted clicks for each specific ad.

You can add stop words in the “Group Settings” section.

Or in the group editing functionality, if stop words were not added before the launch of the advertising campaign.

For the key query

The big advantage of Yandex.Direct is that you can specify the key itself; this function is not available, for example, in Google.

We talked about how to choose the right words for advertising and found out why stop phrases are needed. We hope that the information presented will help you create an effective advertising campaign and receive maximum profit after the first advertisement.

Many articles have been written about the selection of keywords for Direct and Adwords, but they all have one drawback in common. They talk about everything and nothing in particular. I decided to fix this and write detailed instructions on compilation semantic core For contextual advertising . Get ready for a long and very detailed manual, after which you will be able to independently collect all target queries for displaying your search advertising.

How search engines understand keywords

Let's start with the basics. What are keywords in general and how are they understood? search engines. Keywords are the phrases for which you want your ads to appear in advertising. search results Yandex, Google and their brothers. In other words, if you want to show advertising in Yandex to those who are looking for kitchens to order, then you need to use the keyword kitchens to order. It couldn't be simpler.

But we must not forget that search engines are robots that do not understand Russian speech in the form we are accustomed to. For example, Yandex by default misses all conjunctions and prepositions. Those. if you decide to show your ads for the keyword shown in the example abovekitchens to order Yandex will see this keyword in its own way, it misses the preposition on, i.e. in fact, you will show your ad for the keyword order a kitchen.

In addition, neither Yandex nor Google take into account the order of words in a key phrase. And if, for example, you want to show ads based on a keywordtickets St. Petersburg Moscow, then your ads will be shown if the user requests in search engines tickets Moscow St. Petersburg- Do you understand? And these are just 2 examples of how search engines understand user requests. In order to show your ads exactly for the user requests you want, you need to use the ones I wrote about earlier.

Is it possible to automatically select keywords?

You may have heard more than once that there are some magic programs, which will automatically and without your participation assemble a semantic core in a matter of minutes. But miracles do not happen, and even if you entrust the selection of keywords to a specialist, you will still need to participate in this process, because no specialist can understand the business as well as you, its leader.

Of course, what you read below will greatly facilitate your work on collecting the semantic core for contextual advertising; you will spend tens of times less time than if you did it without instructions, but you will still have to work with your hands and head. Now let's talk about the stages of keyword selection.

Stages of keyword selection Direct and Adwords

The selection of keywords is divided into 3 stages: collecting the basis of the semantic core (or keyword masks), collecting keywords by masks, grouping keywords and negative words for an advertising campaign.

First, let's understand the terms.

The basis of the semantic core(another name is keyword masks) - this is a list of one-, two-, or three-word queries that users can use to name your product or service. These are the words that can describe your product.

In our example with kitchens, this iskitchen, kitchen set, kitchen furniture, kitchen furniture, etc..

Selection of keyword masks

At this stage, you need to use all your imagination, all the knowledge about your product, find out everything you can about your product from your competitors, and also ask Yandex and Google.

Where you will order all the masks is your own business. Some people make mind maps, others use a notepad, personally I prefer to collect masks in an Excel spreadsheet.

How to search for keyword masks? The very first thing is to write down all possible names of your product or service. Afterwards, you can go to Yandex Wordstat, one by one enter the key masks already found in your head and add to the list those that you see in the right column “queries similar to”.

Here's what it looks like in practice:

Everything that is sent to the basis of the semantic core is highlighted in red. We don't need everything in the left column yet. Because our task now is to maximally expand the list of options for how people can search for our service. And the left column contains all the keywords that already have our mask. In our example, they all contain the phrase “infrared floor”. Such queries are called nested queries. Those. they are nested in our keyword mask.

You can also go to the search engines themselves and look at their tips.

And be sure to look at competitors’ websites, you’ll probably find a lot of new masks.

Grouping Keyword Masks

You need to understand that if you have an online store with a huge number of products, then your file with keyword masks will be huge. And it’s better to immediately divide it into groups, according to the structure of your site. For example, for each section of the site new Excel a file, inside of which there will be different subsections or products in different tabs.

But even if you have a simple one-page website, I still recommend grouping masks according to common semantic features. For example, separately all the masks that relate to Yandex Direct, separately all the masks that relate to Google Adwords, and separately everything that concerns simply contextual advertising. What is it for? Firstly, it will save us time on sorting keywords, and secondly, it will significantly save your time writing ads in the future.

Selection of nested keyword queries

Here you have a choice: automation or manual work. You can use the Key Collector program, which will collect all subqueries for you, or you can use the tool Estimating the budget of an advertising campaign from Yandex, in which everything can be done manually. So it’s up to you to decide: save time or money. I’ll show you how this works using the example of an advertising campaign budget estimation tool from Yandex.

So, for each of our masks, we need to collect everything that is in the left column of Yandex Wordstat. To do this, open the budget estimation tool and immediately uncheck 2 checkboxes at the bottom. This is a very important point.

Then insert the first mask, we have a “warm floor” and pressRecalculate

Yandex calculates the budget forecast for a given keyword, but that’s not what we need. We need to pull out all queries from the left column of Yandex Wordstat. To do this, under the word “warm floor”, clickPick up

And we get Yandex Wordstat results. Where we just need to check off everything contained in the left column:

Then go down and pressAdd

All ticked keywords will be included in the budget estimation tool. Be sure to always check that after each addition you have a tick Phrases

And you will need to return to the page where you checked the keywords and go to the second page of the Yandex Wordstat results:

There we again tick all the phrases, clickAdd, we check that the keywords have been added to the budget estimation tool and the Phrases checkbox is checked, we return to the selection page again and go to the third page. We repeat these operations until you reach frequency values ​​of 20-10. I usually only use lower-frequency phrases if the niche is very narrow and there are very few higher-frequency keywords.

When all subqueries for the first mask are collected, they need to be added to our Excel file. To do this, either export all the keywords to a file, or copy and paste them into Excel:

Repeat all the above steps for each keyword mask. This way you can simply a huge number keywords. But you need to understand that so far our list contains both target and non-target words. And here comes the sorting stage, when we separate the wheat from the chaff.

Keyword sorting

The easiest way to sort is in Key program Collector, in addition, you can use various macros for Excel, which are abundant on the Internet. But I'll show you how you can sort through all the keywords pretty quickly using the regular functions built into Excel.

So, we have a huge sheet of keywords in which we first need to find all the hot keywords. Hot- these are the keywords in which the user clearly expresses interest in purchasing the product. Usually such keywords containbuy, delivery, order, price, city name, etc.

How to quickly find all hot keys in our file? Conditional formatting will help us.

What should be done.

Select the entire column A. Open conditional formatting - rules for selecting cells - the text contains:

Enter the first hot keyword marker buy, I only recommend using such markers without endings, i.e. buy

Click ok, and all the keywords that contain buy are highlighted in red:

And set up a sorting in which all cells specified color will be at the top:

Immediately see if they are all targeted for you. If some of the keys are non-targeted, immediately transfer them to a separate tab, where we will subsequently collect . And cut out all hot target keywords and transfer them to a separate tab, where we will collect only hot keywords. And repeat this operation for all hot key markers.

In the same way, we can very quickly remove from the list all non-target queries that we know for sure. For example with words reviews, photos, videos, DIY, etc.

In addition, in this way you can divide the keywords among the pages of the site. For example, select from all hot electric, water, infrared, film, etc. and divide them by different tabs our file. Where each section of the site will have its own tab with keywords.

After you have collected all the hot and main non-target keywords in separate tabs, all you have to do is highlight the warm keywords and negative keywords. The easiest way to do this is with the two-finger method.

Sorting keywords using the two-finger method

How this method works. It's simple. You accept that all the remaining keys that are target for you are number 1, and all non-target keys are number 2. And in column B, next to each keyword you put 1 or 2.

Then sort column B in ascending order. Important point, when sorting, be sure to select automatically expand the allocated range, otherwise the sorting will only happen inside column B

And all your keywords will line up in order. First there will be target keys - these are your remaining warm ones. And behind them, non-target keys are your remaining negative words.

Accordingly, you move the warm ones to a separate tab, and add the negative words to the tab with the negative words.

It would seem that's it. But no. You also need to select individual non-target words from all your phrases with minus words. So that you get a tab not with phrases, but with individual words that can be used in an advertising campaign.

Highlight the negative word

In order to select individual non-target words from phrases, you can use the tool Word Counter. You need to insert all the phrases with minus words into it, and the counting rhyme will break all these phrases into separate words.

Paste these words into Excel and use the two-finger method again. Where 1 are the target words for us, and 2 are non-target words.

Again, sort in ascending order, and all words with the number 2 are your minus words that can be used for an advertising campaign.

That's all. As a result, you should get a huge Excel file with tabs for hot keywords, warm keywords and negative keywords that you can already use to write ads.

Keyword selection - summary

You must understand that this is just an algorithm that you can adjust to suit yourself. You can automate some manual operations using parsers and macros for Excel. You can optimize some operations for your niche; for example, you may have hot keywords with completely different markers. Use the keyword selection algorithm described above, but don’t forget to use your head and think about how this can be applied in your specific case.

If you have any questions, welcome to the comments.

Key phrases are words or phrases that determine who your ad will be shown to.

On Yandex search, ads are shown for queries that entirely contain the key phrases you specify. When displayed on networks, the system automatically selects ads whose key phrases coincide with the topic of the site or the interests of the user.

Work principles

Key phrases work differently in search and online.

  • On search
  • On networks

The key phrase determines for which queries an ad from the group can be shown on Yandex search and on YAN search sites.

For example, if you specified the phrase tours to mars, then your ads can be shown based on queries tours to mars, last minute tours to mars, inexpensive tours to mars, buy tours to mars etc., but will not be shown on requests tours to the moon or Is there life on Mars.

When displaying, the system takes into account all forms of a word within one part of speech, including singular and plural forms. For example, according to the phrase travel mars an ad can be shown if a user asks: travel mars or travelMars.

Ads can be shown for queries that contain synonyms for your keyword phrase. For example, by keyword inexpensive tours ad can be shown upon request cheap tours.

The key phrase determines the theme of the sites and the interests of the user, in accordance with which the ad can be shown on networks. For example, an advertisement for the sale of tours to Mars could be shown on a page about travel or to a user who is interested in flights to Mars.

How to add keywords

Key phrases can be added separated by commas when creating or editing an ad in the field New keywords. Only letters, numbers, the “-” operator and other Direct operators are allowed. Letter case and word order are not important.

The length of the key phrase cannot be more than 4096 characters (including negative words, spaces and Direct operators). The number of phrases per group is no more than 200. The number of words for one key phrase is no more than 7.

Adding or changing a key phrase occurs within 3 hours. To add keywords for an individual ad, create a new group.

If key phrases overlap (one contains another), then negative keywords are automatically added to them. In this case, keywords no longer compete when choosing an ad to display.

Repeated words in a keyword phrase are combined. For example, instead of the phrase Baden Baden only the word will remain Baden. Ad impressions will be shown as requested Baden Baden, or simply upon request Baden.

Functional parts of speech and pronouns, as well as any words that do not carry additional meaning (stop words), are automatically excluded from the user's request when selecting ads for display. For example, when a user requests how and when to travel to mars Ads that contain key phrase travel mars. How, And, When, on will in this case be stop words.

Remember that stop words are respected in all languages. For example, if the keyword is given IT services, ads will be shown for non-target queries stylist services or legal services , because itV English language - this is a pronoun. To ensure that the stop word is not excluded from the query, you need to fix it using the “+” operator.

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Today we will talk about selecting keywords for Yandex.Direct. The success of a future advertising campaign depends entirely on correct selection keywords. Keywords in Direct influence the volume of traffic, cost per click, reach and quality of the audience.

What are keywords

These are words and phrases that users enter when they are looking for certain information, product or service on the Internet. Moreover, methods of searching for the same product, different people may differ radically. That's why it's so important find and include in your advertising campaign as many keywords as possible that our future client may be looking for.

Selection of Yandex.Direct keywords in Wordstat

The selection of keywords for Yandex Direct is based on query statistics. This statistics is completely open and first we go to the service - https://wordstat.yandex.ru/. Here you can find query statistics for last month or any other period of time, as well as separately look at the statistics of keywords in individual regions and cities.

Step 1. Enter the main activity of your business in the search bar. For example, if your company is engaged in low-rise construction, then you need to enter [house construction] or [timber houses] (depending on the material you use in construction.

Selection of keywords by region

Step 2. To view statistics for the region in which you work, select "All regions", and then mark your region or city, then confirm your choice by clicking Select.

We'll see detailed statistics By key queries over the past month in our region. Now all we have to do is collect the keywords. To do this, we recommend using a browser plugin. It will help you quickly select the right keywords for our advertising company and next to your queries you will see “pluses”. By clicking on the plus sign next to a keyword, you instruct the plugin to remember it.

Go through several pages of statistics and select the keywords for which you would like to advertise, while eliminating unnecessary ones: [ construction of houses vacancies] or [ house construction work]. Such queries are entered not by clients, but by job applicants.

After you have selected the required list of keywords, click the “Copy to clipboard” button, and then paste them into the Excel spreadsheet.

Ask yourself and your employees: how else can users search for you online? Brainstorm. After all, there are so many people, so many opinions. Analyze what synonyms the keywords you have already selected may have. For example, someone might search for [ construction of a summer house] or [ cottage construction], but they can also be your clients. It should also be taken into account that a person may not mention any of the keywords in the query at all and enter, say, [ turnkey timber house], thereby also implying construction.

Here, we specifically chose the construction topic to clearly show how different customer requests can be. Yes, in some cases, they may be limited to a few hundred, and in others, even 50000 it will seem small. This is precisely why the selection of keywords for Yandex Direct is so important.

Manual keyword checking

Step 3. Before using the collected words, they need to be cleared of junk queries or empty queries. “Dummy” queries are queries that are used as part of other queries, but are not used separately.

Let's take the phrase [ order a house]. According to the service, it is used 219,376 times a month.

We check the phrase, to do this we put it in quotation marks and before each word without a space we write an exclamation point [ "!order!a house"]. And we see that there are much fewer real requests.

This is the so-called keyword frequency check. The disadvantage of this approach is that each keyword needs to be checked separately. If you have small volume semantics, up to 100 keywords, then you can do it manually. In other cases, we recommend using online parsing services, which we will discuss below.

Step 4. You can use all the keywords we have selected when creating your advertisements. For one advertisement, you can set up to 200 keywords for which it will be shown.

Paid and free services for keyword parsing

At least once, the path to collecting semantics for an advertising company should be done manually in order to understand what little things it consists of, how it is structured and how it works. Then, for automation, it is better to use services for selecting keywords. Most services allow you to collect keywords and check the frequency of each. And all this is done in a matter of minutes.

Rush-analytics

Wordstat parser with the ability to collect across all Yandex regions. Eat free period for 14 days and up to 1000 collection limits. Enough, at a minimum, to collect keywords for one company. Does not require installation on a computer.

The starter package costs 999 rubles/month (or 799 rubles/month if paid annually). And includes 999 limits. 1 limit allows you to parse 40 Wordstat pages for a specific request. More professional packages cost more, include more packages, and allow APIs.

Key Collector

A tool for professionals. In addition to collecting keywords and parsing frequency, you can check competition for a phrase, seasonality, do clustering, etc. To work you will need to create additional account in Yandex and connect to the program. Also, for large volumes it is better to use any of the services automatic input captcha.

The main disadvantage is that it requires installation on a computer. The main advantage is that you only need to pay for the program once. The cost is 1800 rubles for one license. The license is tied to the device on which the program is downloaded and installed.

Serpstat

An online service that will help you analyze contextual advertising of competitors: keywords, ads, approximate cost and number of impressions. Helps to significantly supplement your company with competitors' phrases.

The downside is that from the Yandex regions there are statistics for Moscow, St. Petersburg, Yekaterinburg and Novosibirsk. In addition, the service is paid, the minimum tariff is $19 per month. Eat free version, but its functionality is significantly limited.

Positions itself as a service for automating contextual advertising, but also allows you to work with Wordstat.

The cost of parsing depends on the number of keywords being checked and varies from 0.02 to 0.07 rubles per request.

IN further publications we'll talk about how to create effective advertisements And in different ways advertising campaign settings. Follow the news on the website!