Selection of keywords for rsya match types. How many keywords are optimal for YAN? What queries will we include in the semantic core of YAN

The approach to choosing key phrases for YAN is fundamentally different from that for Yandex.Direct search. It is extremely important to start collecting keys with preliminary analysis target audience and drawing up a portrait of a potential buyer. Why and why?

If some request seems controversial to you, check it through Wordstat - how much the interests of users in the issue coincide with the offer.

After that, work with the keys to add negative words, but you need to do this very carefully, since the wrong actions can cut off most of the target audience. To do this, we will use Direct's Budget Forecast (https://direct.yandex.ru/registered/main.pl?cmd=advancedForecast).

In the window, enter the first key phrase from the HF list and click "calculate".

In the pop-up window, we look through the nested phrases and explicitly (!) mark non-target ones in the checkbox. As a result, a minus word is added to the original key and it will not be shown for this query.

We copy the received from the line and return it back to Excel. Do not add more than 2-3 negative words in one key, otherwise you will significantly reduce the audience of potential buyers by making the wrong decision.

Next, you need to remove the “+” sign before the stop words in all keywords where it is present. To do this, in the upper right corner of the Excel file, click “find and select” - “replace”, write “+” in the upper field, and leave the bottom blank, “replace all” and the pluses will be deleted.

On this HF page is ready. How much can you collect keywords for YAN you have, I don’t know - the more directions you found, the wider the list will be and, accordingly, the coverage of the audience, I did everything just for an example, without working through the phrases properly.

We do the whole operation with a group of the remaining mid-frequency and low-frequency queries up to 50 per month, moving the data to a new page. When viewing the list and deleting non-target keys, transfer related keys that come across to the appropriate page.

After sorting the column by the number of words in the phrase, we leave only those that have no more than 4 words, and delete the rest, as they will only slow down the campaign due to poor response.

For MF and LF keys, you should not add negative words at all, but they must be grouped according to semantic or some other criteria for individual audience segments.

This can be, depending on the offer, the word “male” for targeting by gender, “rubber” for the material of manufacture, “Moscow” for geographic affiliation, etc.

For example, I see the word "buy" in the list - these are hot requests and it is worth combining them into one group. I won’t describe how to do this in Excel, if you don’t know, look for the information yourself.

Thus, we distribute all the MF and LF keys on the page as separate ready-made bundles for setting up ads on them.

YAN target keywords are collected, repeat process #1 with near-topic (related) queries on a separate page, without grouping them into groups yet.

In the next article, we will look at what goals are needed for and group them by type of conversion.

Keywords are the backbone of any kind contextual advertising, and in this advertising campaign in YAN (Yandex advertising network) is no exception. From right choice key phrases depends on the effectiveness of your investment. In this case, it is very important to take into account the specifics of the chosen type of advertising. Therefore, to begin with, let's figure out what YAN is.

Features of ad impressions

YAN is a system for displaying advertisements on the network of Yandex partner sites. In fact, this is one of the types of contextual advertising, but unlike the search context, impressions here are based on slightly different principles, and therefore the set of key phrases should be completely different.

He does not hide how the YAN network works. For targeting i.e. determining which of the ads is suitable for visitors in a particular case, apply:

• Analysis of the text on the site page and its relevance (correspondence) to the keywords from the advertising campaign.
• Targeting the history of search queries of the site visitor, i.e. Yandex offers site visitors to view ads related to topics on which these people have recently searched for information.
• Retargeting i.e. displaying site ads to people who have recently visited the advertiser's site. These ads target people who have left the site without signing up or making a purchase. Statistics show that in this way it is possible to return a significant part of potential customers.

Obviously, you will not influence the behavior of users and the sites they visit, these are factors beyond your capabilities. But the way your YAN ad is set up directly depends on which sites it will most often appear on. The theme of these sites depends entirely on what keywords for YAN you specified when setting up the campaign.

Contextual advertising in search and Yandex advertising network: important differences

Often people do typical mistake- when creating a YAN campaign, they simply use the same set of "keys" that was selected and successfully worked when placing contextual ads in the search results.

As you know, search engines choose mainly from among medium- and low-frequency queries, this allows you to save money on the cost of a click and get a really target audience for your money.

But here it is very important to understand the difference: the display of ads in search results depends on the query that the user applied. And advertising in YAN is selected based on the correspondence of the text on the site page to your request.

And here the use of low-frequency speakers becomes unacceptable, since their presence will reduce the number of impressions, if not to zero, then to some very modest minimum.

What not to do

The selection of words for YAN is based on the analysis of medium- and high-frequency queries, moreover, they should not contain the classic words “buy” or “price”, because these words on the pages of information sites, most likely, will be absent, even if the topic suits you perfectly. These phrases should set the topic, not calls to action. And then the choice of sites will be really extensive. And the price of impressions even for high-frequency users in the advertising network of Yandex partner sites is quite moderate due to a large number sites and high competition between them.

And therefore, if for search contextual advertising the query “buy cheap gloves in Moscow” is optimal, then for the YAN network the best option would be “women's gloves” or “winter gloves”.

Selection of keywords for YAN - basic rules

We described the first and most important thing above: we select high- and mid-frequency queries, such that they can easily be matched on a variety of sites that are close to you in terms of topics. This is how we ensure maximum audience coverage.

There are other important features that you need to know in order for your ad to perform at its best:

• Optimal keyword length- 2-3 words. Keys from one word are too short, it is almost impossible to filter out inappropriate ones for them, and therefore, with this approach, you will receive a lot of inappropriate ad impressions. On the other hand, keywords of four or more words will become an obstacle to impressions, since it will be difficult to find a platform for such long phrases.
• Related topics. First, be mindful of semantics. If you sell, for example, roof tiles, then the query “roof repair” and even “building a house” will also suit you. And an accountant is very often relevant for visitors to legal sites, and in order to be shown there, one can include “open an individual entrepreneur”, “registration of a company”, etc. among the key phrases.
• Be mindful of negative keywords. An advertising campaign in YAN suggests that with the help you designate the subject of your ad. And negative keywords will help cut off the non-target audience. For example, in order not to show your ad to students and schoolchildren, you can add “term paper”, “abstract”, “download”, etc. to the negative keywords.

Summing up

It is important to understand that, just like for contextual search advertising, it is not enough to choose the right key phrases and forget about the project until the end of the payment. If you want your campaign to be really effective, be sure to log into your account regularly, check your statistics, make changes, exclude irrelevant sites, etc.

Of course, optimizing a YAN advertising campaign requires time and effort, as well as the knowledge and ability to read reports on . And if you do not have time for training and subsequent regular checks and changes in the process of displaying ads, it is better to turn to professionals. This will allow you to save both personal time and money, which, due to your inexperience and inattention, could be spent on paying for inappropriate impressions without the slightest benefit to you.

Selection of words (wordstat) is a service that helps to get information about requests from Yandex users. For example, it allows you to find out how many people per month search for a particular phrase, and see queries that are similar in meaning to your phrase.

Beginning of work

You can use the word selection form from the Yandex.Direct interface. To do this, click the button Pick up words in the block New keywords and enter a passphrase.

To take advantage of all the features of the service, such as choosing a region and a user's device type, go to the word selection service. Word search is available only to authorized users.

By default, statistics are shown for all regions and all device types. The Desktop slice includes queries on desktops and laptops, the Mobile slice includes queries on phones and tablets. You can view data about queries on phones or tablets separately using the Phones only and Tablets only slices, respectively.

The number next to each query indicates the predicted number of impressions per month that you can receive by selecting this query as a keyword. When making a forecast, the system uses data for the last 30 days before the statistics update date. Data is considered by the system only for the Yandex search results page , excluding queries made by users on the Yandex Advertising Network search.

How to use the service

For example, in Yandex.Direct you place an ad for an apartment renovation team and want to add a keyword to your ad repair. Enter this phrase in the word search service. The left column shows that repair- popular request (11 million impressions per month). But it does not reflect what the buyer was interested in: repairing apartments, cars or phones.

To prevent ads from showing for popular but inappropriate queries, change the keyword in Yandex.Direct repair on the renovation of apartments. Refine Phrase repair You can also use negative keywords. If you add negative keywords machines and phones, the ad won't show for popular searches car repair and phone repair.

When working with the service, you can use additional operators. Operators work on the By words and By regions tabs. On the tab Request History only the + operator works.

Look at the queries in the right column. Users who searched renovation of apartments, may be of interest apartment renovation and stretch ceiling. Add to the list of keywords for your ad in Yandex.Direct those that match the goals of your ad.

Request History

To understand the dynamics of user interest in your topic, go to the tab Request History. Here you will see data for the last 2 years, grouped by month, as well as a graph of user activity.

Query statistics on tablets is available from March 1, 2016. Until March 1, the statistics of requests on phones included requests on tablets.

The question is certainly ambiguous, because opinions on this issue are quite polar: someone says that a small number of high-frequency (HF) and mid-frequency (MF) target words are enough, others argue that it is necessary to collect fairly accurate semantics.

To express our opinion on this matter, let's first recall what the Yandex Advertising Network is.

As the name implies, YAN is a huge network of sites that place on their pages advertisements Yandex. It can be both sites of your subject, and pages with non-targeted content.

Therefore, do not forget that in the settings of the campaign that you are doing for YAN, there is a checkbox to take into account user preferences or not.

What does it affect?

By default, it is not set in the campaign settings; user preferences are taken into account. Thus, your ads are shown to all visitors on sites whose topics are determined by your key phrases and to those visitors who entered these key phrases into the Yandex search line.

When might you want to disable user preferences? For example, you sell sleeping bags and want to increase the volume of visitors to your site through advertising on related topics. Then you create a campaign with key phrases, for example, "tourist tent" and check the box "Ignore user preferences." Thus, your ads will be shown on sites dedicated to tour tents. But those people who are currently viewing materials about tents, theoretically, may be interested in buying a sleeping bag. And as practice shows, they are interested.

Important reminder!

If in a regular YAN campaign (taking into account preferences) you can make 1 ad = several keys, then in a campaign without preferences, we recommend making 1 ad = 1 key! The key phrase in this case is a description of the theme of the site, if there are a lot of them, Yandex will try to select sites suitable for all keywords this announcement, which will significantly reduce the number of sites.

And now back to phrases, which ones to take - common masks (HF) or phrases of 7-8 words (LF)?

First, let's make a reservation right away that there is no generally accepted exact number of requests at which a key is considered high-frequency, medium-frequency or low-frequency. The number of requests is different for different niches and even for different regions in the same niche.

It's just that the entire pool of requests is conditionally divided into parts in accordance with the frequency of requests.

For example, we selected keys with a frequency of up to 1000 as high-frequency

With a frequency less than 200, like woofers

Accordingly, those keywords that are between 1000 and 200 are taken as midrange (MF).

In most niches, especially if needed fast start, high-frequency and mid-frequency target phrases work better. But of course, and here you need to approach the choice of keys wisely, because if you run advertising campaign YAN with one high-frequency “sleeping bag”, imagine how much junk traffic will get to your site and even, as a rule, a low cost per click in YAN will not save you from “draining” the budget.

Therefore, it is often enough to take a small amount of HF and MF, but targeted, key phrases consisting of 2-3 words. The number again depends on the niche, 30-50 keys are enough for someone, and somewhere you need to take 100-300 to cover most of your topic queries in networks. We take the request “sleeping bags” as a wide mask, but we don’t use this mask itself in advertising, but we launch high-frequency speakers embedded in it in YAN.

Naturally, this strategy implies that you understand what your cost-per-click (CPC) is for you and select high-frequency and mid-range keywords based on this data as well.

As for the low-frequency (LF), they are added in the next turn, with a more in-depth study of the campaign, or, for example, to seem, for example, to those users who entered some specific model goods. It turns out a kind of autoretargeting. Again, very narrow target phrases like “where can I buy a sleeping bag with insulation near the Butovo metro station” should not be taken, because. According to the recently introduced Yandex rules, keywords with a display frequency of 1-5 per month receive the "Few Requests" status and are not shown. Therefore, there is no point in messing with them.

Summing up, we recall that if you want to launch quickly and as efficiently as possible, then at the first stage you should not be smart and fill in tens of thousands of keywords in YAN. Test a niche or destination with 200-300 phrases - often enough to understand if the game is worth the candle. And if so, the further creative process is largely dependent on many variables.