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Selection of keywords for graphic advertising. Collection of Yandex Direct keywords. How to collect keywords

Keywords — search queries of Yandex users.

For the Yandex.Direct test, it is better to use only hot keywords with a clear buying need. You need to prepare for the collection - make a list of masks.

1. Keyword masks

Masks are general queries that include keywords. An example of a mask and its occurrences in the word selection service is wordstat.yandex.ru:

To collect masks, you need to make a list of the words of the subject. I do it in the program xmind, but it is also possible in excel. Basic functions are enough and they are free.

Brainstorming example in xmind:

Filling the map in xmind:

Video materials:

selling supplements.

Let's continue. When the map is ready, it is necessary to multiply its components. The meaning is this:

we need primary masks that characterize the product and can be selling — “wallpaper buy”, “wallpaper sale”
and secondary, any word from the categories of the card, for example - "liquid", "children", "kitchen"
by multiplying the 1st and 2nd we get the main masks, we will use them to collect the semantic core.

Here is a video on multiplying masks:

Multiplication services:

The masks are ready, now you need to get the keywords - collect the semantics. More on this below.

2. Collect keywords

long way- drive each mask into wordstat.yandex.ru and copy requests from statistics. Please note that there will be up to 40 pages of statistics for each mask. wordstat instructions:

Fast way- buy Key Collector on the official website, he collects keywords from wordstat. Collector Instructions:

3. Removing duplicates

The keywords have been collected, now they need to be checked for duplicates. I tell you how to do this in the key-collector program ...

Video:

Hello blog visitors!

As you understand, my articles will be in the form of lessons on a particular Internet marketing tool. In this lesson, we will analyze such an important stage in setting up contextual advertising as the selection of Yandex Direct keywords (). This is a very important process that needs to be approached very focused, because by collecting the wrong requests, you doom the advertising campaign to failure, and put your wallet on a cruel diet.

Okay, let's get to work!

Grouping keywords.

A keyword or phrase (search query) is a word or phrase, thanks to which the search engine understands the pages or sites of which subject to show in the search results.

Let's start the selection of Yandex Direct keywords with the issue of grouping. The fact is that each request has its own frequency of impressions. For example, “iphone 6s” has 233,334 impressions per month, that is, approximately 233,334 people request something in Yandex with the name of a smartphone. There are “keys” with a lower frequency of impressions per month, up to 1 impression.

So, requests are divided by the frequency of impressions into three groups:

High frequency (HF). Have a frequency of 2000 impressions per month or more;
Mid-frequency (MF). Frequency - from 500 to 2000 impressions per month;
Low frequency (LF). Frequency - 1 to 500 impressions per month.

Each group of requests will bring you traffic of different quality. So HF will bring you a lot of traffic, but not the fact that it will be of high quality. MF queries are the most common in all niches (topics), advertisers receive the bulk of the traffic from them. Low-frequency requests also bring in most of the high-quality traffic.

But it is not necessary to focus only on frequency. The fact is that key phrases are divided into three groups according to the probability of purchase by “temperature”:

Cold. The probability of buying is low;
Warm. The probability of buying is average;
Hot. The probability of buying is high;

Let's take a look at each group.

“Hot”

The “hot” include search queries containing the so-called selling prefixes: buy, price, cheap, custom, and the like. For example:

buy iphone 6s;
buy a case for iphone 6s;
iphone 6s price;

That is, when using “hot” queries, the probability of a sale increases significantly. The person who has set such a key phrase is already ready to buy and is looking for and comparing different options where it is more profitable for him to make a purchase.

“Warm”

The user is defined as interested in buying the product, but not yet ready. “Warm” queries contain clarifying phrases, for example:

iphone 6s in Moscow;
how much does an iphone 6 case cost;
where to buy iphone 6s;

They will give you the main traffic. For the most part, “warm” queries have a frequency of 500 to 2000 impressions per month (MF), and the number of impressions per month is not small.

"Cold"

The probability of buying, as I wrote above, is low, that's why they are cold. It may seem to you that you should not use such “keywords”, anyway, few people will buy. But he will buy. “Cold” requests have a high frequency of impressions per month, which means they will bring a lot of traffic, it’s up to the site. As he will sell, so will they buy.

An example of "cold" requests:

iphone 6s;
cases for smartphones;
smartphone display;

How to collect keywords?

Let's start choosing keywords. This can be done in two ways: manual and automatic. Learn more about each of the methods right now. Let's start with manual.

Manual selection of words in Yandex is carried out in the Wordstat service (wordstat.yandex.ru).

This method is quite simple, and, most importantly, free. Google has its own similar tool, but more functional.

How to work in Wordstat?

Step 1. Keyword masks.

A mask is a keyword or phrase that describes your niche, product, or service.

The mask should consist of 1 - 2 words.

For example, the word “iphone 6s” is a mask. Just enter it in a line and see all requests, then add them to the list.

Step 2. Collecting all the keywords you need.

Now you just collect all the keywords that you think can bring you profit and quality traffic.

On this screenshot, I have highlighted those search queries that can bring us profit.

Advice: See the little rectangle on the left? So, this browser add-on is Yandex Wordstat Assistant. Link: http://semantica.in/tools/yandex-wordstat-assistant.

This add-on greatly facilitates the selection of Yandex Direct keywords. Just click on the plus signs, then click on the copy icon in the add-on block:

After adding a request, a minus appears in place of the plus sign, by clicking on which you can delete the one you don’t need.

This is how the selection of words for Yandex Direct is carried out with pens.

Automatic collection method.

You can also automatically select keywords for Yandex Direct using parser programs. The most popular parsers: (paid parser, 1700 rubles), Magadan (free), Slovoeb (free).

Naturally, KeyCollector's capabilities are extensive (), but free counterparts are significantly inferior to it in terms of functionality and speed.

When working with the parser, you just need to drive in the masks, start the process and wait. Then it checks what the parser has collected and that's it.

Today I will show you how to work with the Slovoeb parser.

Parsing in Slovoebe.

1) First of all, we need to create a Yandex account for parsing. The fact is that Yandex blocks accounts that vehemently send requests for information. I think that there will be no problems with this;

2) Now you need to drive in the password and login from the new Yandex account into Slovoyob. Go to settings, click on this icon:

3) Then go to the Yandex Direct tab (1). In the Yandex account settings field, enter your login and password (2). We enter data like this: [email protected]:password. We save. Be sure to put a colon between the username and password.

4) Create a new project

5) Then you need to drive in masks and start collecting requests. To do this, click on this button.

We start collecting

6) We are waiting for the collection to end. Here you can see the frequency for a particular request.

7) Now you need to upload all queries to an Excel file. To do this, click on the export button, it is located here:

The file will be in csv format.

Excellent! Now you can automatically select Yandex Direct keywords.

Selection of keywords in Slovoebe by several masks.

To do this, follow the 5th paragraph of the instruction above.

1) Drive a few masks into the window. Check the box “Do not add the phrase if it is already in other groups” (1). Click on the group distribution button (2).

2) We start collecting search queries.

Then do everything as described in the instructions above.

Collection of negative keywords.

A necessary step in collecting keywords is the collection of so-called . If you don’t collect negative keywords, you doom your advertising campaign to failure, because sooner or later the traffic becomes so polluted that only losses come from advertising.

Today you learned how to select Yandex Direct keywords manually and automatically. Also, we learned how keywords are divided. I hope this tutorial has been helpful to you.

In the next lesson, we will analyze which will help you save a few thousand rubles and make your advertising more effective.

The incomprehensible fashion for tens of thousands of keywords and ads in contextual advertising captures novice advertisers.

I will explain why collecting so many keys the first time you start Yandex Direct is a mistake.

I'll tell you how I approach the collection of keywords to start campaigns in contextual advertising.

Get comfortable, the article will be long. The information is important.

Why you don't need 10,000 keywords

Two main reasons:

1. Collecting and processing a large number of keywords takes a lot of time and effort. Or a lot of money if you order ad settings on the side.

Imagine that there are millions of doors from rooms where different categories of people sit. And there are millions of keys to these doors.

You want to open as many doors as possible to those clusters of people who are your potential customers. Let you need the same ten thousand keys.

Therefore, you only need to collect keys of certain types, colors, metals, and various other properties.

First you will have to take several packs of keys, in total there will be about thirty thousand of them.

Then you will sort through them all, throwing out the extra ones (negative keywords). There will be ten thousand left.

Then it will be necessary to sort them into special suitcases (advertising campaigns) into special sections (ad groups), bring all the keys to a shine (write ads) and hang special tags (yum tags) on them.

2. You need a large advertising budget and a lot of time to get data on all keywords, analyze and draw conclusions - where to improve advertising and whether it works at all.

Imagine that you need 100 rubles to check each room with potential clients.

Then 10 thousand doors is 1,000,000 rubles.

Most micro and small business companies do not have such resources for tests. Especially for testing a hypothesis that might not work.

How many keywords do you need to collect? How to start choosing keywords?

The goal of the first launch in Yandex.Direct is to quickly (and preferably inexpensively) understand where you make a profit, where you don’t. All.

Find out profitable and unprofitable product lines, platforms (search / Rsya / retargeting). And also many other factors.

1. We begin to select keywords from directions where there is a greater likelihood of making a profit from contextual advertising

Usually these are highly profitable or popular destinations.

For example, you build and sell at home in Moscow.

We select the types of houses that we want to test first.
We take popular destinations wooden and brick houses.

In our "house" theme:
– one group can be by keywords related to construction(construction of houses, turnkey cottage, housing construction)
- the second group sale finished houses (buy a house, sell townhouses…)

- construction of wooden
- construction of brick
– sale of wooden
– sale of brick

From wooden can be separated log and beam, which in turn are different wood and varieties. The same goes for different types of bricks.

You can single out separate campaigns for logs and beams, you can combine all keywords for wood in one campaign.

Usually, when there are more campaigns, it is easier to draw conclusions in the analysis. But there may be management issues.

There is no universal recipe here. Only common sense. You need to divide so that it is convenient for you to analyze and manage.

2. Collect keywords on selected topics that are entered by "hot" potential customers

Obviously, these are keywords like "buy" or "order". If you work them out well, in almost any topic you can get traffic that
1) will attract potential customers who are ready to buy
2) not covered by competitors, which means quite cheap

What did I mean by "work hard" hot keywords? It means to choose the maximum number of them. How to do it? I have already done some of the work for you: in one place.

Let's look at an example. Let's say you realized for yourself that the most profitable direction sales of finished wooden houses.

How can people look for them?

wooden house
wooden house
log house
log house
log house
…and so on, depending on which houses you sell.

Now we take a list of hot keywords related specifically to the sale.

Buy
buy
Purchase
Sale
Order
Order
Buy
Acquisition
Price
Price
What is the price
Expensive
Inexpensive
Cheap

And we will select all possible combinations of these two lists. The easiest way to do this is through Internet services. For example:
Phrase generator ppc-help (registration required)
Multiplier

The result was a list of 70 key phrases

Buy a wooden house
Buy a wooden house
Buy a house from a bar
Buy a log house
Buy a log house
I will buy a wooden house
buy a wooden house
I will buy a house from a bar
I will buy a house from a log
I will buy a log house
Buying a wooden house
Buying a tree house
Buying a house from a bar
Buying a log house
Buying a log house
Sale wooden house
Sale house made of wood
Sale house from a bar
Sale log house
Sale log house
Order a wooden house
Order a wooden house
Order a house from a bar
Order a log house
Order a log house
Custom wooden house
Order a house made of wood
Order a house from a bar
Order a log house
Log house order
Buy a wooden house
Buy a tree house
Buy a log house
Buy a log house
Buy a log house
Acquisition of a wooden house
Buying a house made of wood
Acquisition of a house from a bar
Buying a log house
Acquisition of a log house
Price wooden house
wood house price
The price of a house from a bar
log house price
log house price
The cost of a wooden house
Cost of a wooden house
The cost of a house from a bar
log house cost
log house cost
How much does a wooden house cost
How much does a wooden house cost
How much does a log house cost
How much does a log house cost
How much does a log house cost
Expensive wooden house
Expensive wooden house
Expensive timber house
Expensive log house
Expensive log house
Inexpensive wooden house
Inexpensive wooden house
Inexpensive log house
Inexpensive log house
Inexpensive log house
cheap wooden house
cheap wooden house
cheap timber house
cheap log house
Cheap log house

3. Collect real keywords from Wordstat

Now you need to collect real requests for each of these phrases in the Wordstat service.

Do not forget about the goal of the first launch - to test the channel with minimal effort and identify steps to increase advertising profitability.

Therefore, requests below 50 impressions per month are not yet taken into the launch of advertising. This will greatly increase the amount of work, but at the first stage it will not give a tangible gain as a result.

Low-frequency words are not always cheaper, although for some reason this is a very common misconception.

Screenshot from the current advertising campaign. Low-frequency keywords cost more. The picture is clickable.

But all the collected words, including low-frequency ones, need to be looked at for a subject.

List of keywords for the sale of wooden houses in Moscow

I parsed the list of words through the keycollector, removed the construction requests, for which a separate campaign is planned.

A lot of articles have been written about the selection of keywords for Direct and Adwords, but they all share one drawback. They talk about everything and nothing in particular. I decided to fix it and write detailed instructions for compiling a semantic core for contextual advertising. Get ready for a long and very detailed guide, after which you will be able to independently collect all the target queries for displaying your search ads.

How search engines understand keywords

Let's start with the basics. What are keywords and how search engines understand them. Keywords are those phrases for which you want to show your ads in the advertising search results of Yandex, Google and their counterparts. In other words, if you want to show ads in Yandex to those who are looking for kitchens to order, then you need to use the keyword kitchens to order. Easier nowhere.

But we must not forget that search engines are robots that do not understand Russian speech in the form we are used to. For example, Yandex skips all conjunctions and prepositions by default. Those. if you choose to show your ads for the keyword above in the examplekitchens 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 kitchen order.

In addition, neither Yandex nor Google take into account the word order in the keyword. And if, for example, you want to show ads for a keywordpeter moscow tickets, then your ads will be shown if the user requests in search engines tickets moscow peter Do you understand? And these are just 2 examples of how search engines understand user queries. In order to show your ads exactly for the user requests that you want, you need to use the ones I wrote about earlier.

Is it possible to automatically select keywords?

Perhaps you have heard more than once that there are some magical programs that automatically and without your participation will assemble the semantic core in a matter of minutes. But there are no miracles, 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 will read below will greatly facilitate your work on collecting a semantic core for contextual advertising, you will spend ten times less time than if you did it without instructions, but you still have to work with your hands and head. Now let's talk about the stages of keyword selection.

Stages of selecting keywords Direct and Adwords

The selection of keywords is conditionally 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) 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 kitchen example, this iskitchen, kitchen set, kitchen furniture, kitchen furniture, etc..

Selection of keyword masks

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

Where you will write out all the masks is your own business. Someone makes mind maps, someone uses a notepad, I personally prefer to collect masks in an Excel spreadsheet.

How to search keyword masks? The very first thing is to write down all the possible names of your product or service. After that, 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 will see in the right column “requests 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 do not need everything that is in the left column yet. Since our task now is to expand the list of options for how our service can be searched for. And the left column contains all the keywords that already have our mask. In our example, they all contain the phrase “infrared floor”. Such requests are called nested. Those. they are nested in our keyword mask.

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

And be sure to look at the sites of competitors, for sure you will find many new masks.

Grouping keyword masks

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

But even if you have a simple one-pager, I still recommend grouping the 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 related to just contextual advertising. What is it for? Firstly, it will save us time sorting keywords, and secondly, it will significantly save your time writing ads in the future.

Matching nested keyword queries

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

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 the 2 checkboxes below. This is a very important point.

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

Yandex calculates the budget forecast for the given keyword, but we don't need it. We need to pull out all requests from the left column of Yandex Wordstat. To do this, under the word "warm floor" pressPick up

And we get the issue of Yandex Wordstat. Where we just need to tick everything that is contained in the left column:

Then go down and pressAdd

All keywords that are marked with a checkmark will be included in the budget estimation tool. Be sure to always check that after each addition you have a check mark Phrases

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

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

Repeat all of the above steps for each keyword mask. Thus, you will have just a huge number of keywords. But you need to understand that so far our list has 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 the Key Collector program, in addition, you can use various macros for Excel, which are full of them on the net. But I'll show you how you can sort all the keywords fairly quickly using the usual functions built into Excel.

So, we have a huge keyword sheet in which we need to find all the hot keywords first. Hot are those keys in which the user clearly expresses an interest in purchasing the product. These keywords usually 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 - cell selection rules - text contains:

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

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

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

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

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

In addition, in this way you can separate the keywords across the pages of the site. For example, select from all hot electric, water, infrared, film, etc. and separate them into different tabs of 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, you just need to highlight 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 does this method work. Everything is simple. You accept that all the remaining keys that you target are the number 1, and all non-target keys are the number 2. And in column B, put 1 or 2 in front of each keyword.

Then sort column B in ascending order. An important point, when sorting, be sure to choose automatically expand the selected range, otherwise 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 keywords are your remaining negative keywords.

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

It would seem that everything. But no. You also need to highlight individual non-target words from all your phrases with negative words. To get a tab not with phrases, but with individual words that can be used in an advertising campaign.

Highlight negative words

In order to select individual non-target words from phrases, you can use the tool Word count. You need to insert all phrases with minus words into it, and the 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 the non-target ones.

Sort in ascending order again, and all words with the number 2 are your negative words that can be used for an advertising campaign.

That's all. You should end up with 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 customize to your liking. 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 do not forget to use your head and think about how it can be applied in your particular case.

If you have any questions - welcome to the comments.

In this guide, I will show you how set up Yandex Direct correctly in 2020 - independently and step by step. From choosing keywords to optimizing advertising campaigns.

The manual contains practical experience in setting up Yandex Direct for several years. This material is up-to-date and updated taking into account the innovations of Yandex.
This guide is a free training on Yandex Direct.

And in this article I will show you how to set up ads on search. We will show up here:

Article plan:

Introduction for beginners

In this section, I will tell about advertising in Yandex Direct, CPCs and basic terms. If you are not a beginner, you can safely skip this section.

About Yandex Direct, rates and basics

The essence of advertising in Yandex Direct is that a potential client is looking for a product / service, enters a request in Yandex like “turnkey apartment renovation”, sees a lot of ads and clicks on the ad, then goes to the site and possibly leaves a request:

If a person clicks on our ad, then our advertising budget is charged per click (not per impression).

Our task is as follows: compose competent ads + pick up queries + set everything up correctly.

CPCs are not fixed and are calculated in the order of the auction, CPCs depend mainly on: competition in the subject, competition in the region, clickability of the ad.

The higher the competition, the higher the cost per click. The higher the click-through rate (CTR), the lower the cost per click.

Required terms

CTR - ad click through rate, expressed as a percentage, calculated by the formula: clicks / impressions * 100
Conversion or goal - a tracked action on the site, usually filling out an application on the site, is configured in Yandex Metrica
Yandex Metrica - an analytics system from Yandex for collecting statistics
Yandex Wordstat - a service from Yandex for viewing words

Selection of keywords for Yandex Direct

The algorithm is the following: create a mind map, collect basic keywords, then multiply the keywords and parse.

On the topic of apartment and premises renovation, I will show how you can collect keywords on the topic “apartment renovation”.

The main methods of selecting keywords for Yandex Direct:

Brainstorm
Synonyms
Yandex Wordstat
SEO issuance
AdWords Keyword Planner

Collection of masks (bases) for keywords

The first stage of collecting keywords is finding all possible combinations of words (masks) from our subject for further parsing.

This is most often a necessary step, as there are many combinations of keywords.

Example: the topic of apartment and premises renovation, people can search for the “repair” action itself as: renovation, decoration, renovation, finishing work, etc.

At the same time, people can search for the word “apartment” as: apartment, new building, studio, room, cottage, etc.

If we multiply actions with repair objects, we will already get 20 phrases:

List of received phrases

apartment renovation
renovation new building
repair studio
renovation of the premises
cottage renovation
finishing apartment
finishing new building
finishing studio
finishing room
finishing cottage
renovated apartment
renovation new building
renovation studio
renovation of the premises
renovated cottage
finishing work apartment
finishing work new building
finishing work studio
finishing work on the premises
finishing work cottage

[hide]

Yes, some of the words will have a very low frequency, but this is not important to us.

Open the service and create a mind map, click “New mind map”:

First we outline semantic groups, the data is taken from the head. To create a child branch, click on the central blue button with the name of the map and press the Tab button. The first branch is the repair of what objects can be sought? The second branch is how people can still call repairs:

Next, fill in the words for each branch:

As you search for keywords, new semantic branches may appear - we must also add them.

Now I will show you 5 ways how you can search for new words for our mind map.

Method number 1. Using SEO

The bottom line: we are looking for our main query indicating “in Moscow”, for example, “renovation of apartments in Moscow” and browsing sites from the top of the search results.

We open several sites from the issue and look for keywords on the site that may suit us. Very often, a lot of keywords can be found in the “services” section or in the sitemap.

Adding a mind map.

In this way, you can view at least 5, at least 10 sites.

Method number 2. Using Wordstat - Similar Queries

We go to the site https://wordstat.yandex.ru/, enter our main request, for example, “repair of apartments price”, indicate the region MSC + MO, click the “Select” button. On the right there will be similar queries:

Here we look at what queries can be useful to us:

We write out the words and supplement the mind map, after that we enter more queries, queries can also be taken from the right column. I usually choose words until the moment when there are no new interesting words.

Method number 3. Using Wordstat - Depth Search

Essence: in Yandex Wordstat, we need to enter a query from our subject, which would include many different services.

In each subject, such words or key phrases are individual.
Usually these words are:

Monosyllabic + price = repair price, foundation price, roof price;
Monosyllabic + from / to = repair + to, foundation + from, roof + from;
Monosyllabic = redemption (for the subject of buying a car), renovation.

We enter a query and look through the keywords in depth in the left column, supplement the mind map:

Examples:

for apartment renovation - “repair price” (because the query “apartment renovation” will come across keys for apartment renovation, and we need keys that contain other repair objects, such as “new building, Khrushchev”, etc. );
for foundation works - “foundations price, foundation + out”;
for roofing - “roof price, roof price, roof + out, roof + out”.

Method number 4. Google Adwords Keyword Planner

Bottom line: go to the Google Keyword Planner service - https://ads.google.com/intl/ru_ru/home/tools/keyword-planner/ , enter as many keyword options as possible, specify GEO and click “Show results” :

Click on “Grouped options” and look at the keywords:

Method number 5. Synonyms

The final step is to use synonyms and other parts of speech.

To search for synonyms, you can use any service to search for synonyms - for example, from Text Ru. We enter a query and see if there are synonyms for our word:

So we sort through the synonyms for our words and supplement the mind map.

After selecting synonyms, we do the following: we go through the mind map and put the word in another part of speech where possible, for example:
roofing - roofing, finishing - finishing, repair - repair, etc.

Determine groups to multiply + multiply keywords

After selecting keywords for the mind map, you need to multiply the groups of keywords.

The algorithm is the following:

We determine which semantic groups need to be multiplied among themselves
We multiply the keywords of these groups and save them in a separate file

How to do all this - I will show on the example of a mind map for roofing. There are 5 branches in this mind map - actions (installation, installation, turnkey), constructive (rafters, truss system, lathing), materials (slate, corrugated board, metal tiles), objects (house, cottage, baths) and what (roof , roofing, roofing):

Determine which groups to multiply with each other

First, we determine which groups to multiply. For convenience, we create a file in Excel or Google Sheets. In the first column we write down which groups we have in the mind map:

Now we take the first line from the Excel file and think whether this or that group fits this group.

The Action group fits the What, Materials, Constructive groups, but does not fit the Objects group (because collecting keywords will result in a mess).
In the Excel file, opposite the group in question, we write which groups are suitable for it:

We do the same with the second line, but now we look, if this combination is already written in Excel, then we do not write it again:

We go through all the groups, as a result we get a list of those groups that need to be multiplied among themselves.

Keyword multiplication

Now you just need to multiply the keywords according to the Excel file. We are looking for some service on the request “multiplication of keywords online”.

First, we download a mind map from the Mind42 service to make it easier to copy keywords. At the top of the page, in the center, click on the name of the map and click Export.
Select RTF (Rich Text) format and click Export:

Now we can multiply the keywords. In Excel, create a new file and create columns with the names of our future groups:

We go into the service and multiply the keywords according to the list. In the service, we insert words from our first group into the first column, and insert keywords from the corresponding group into the second column. We get the result:

We copy the generated words into the Excel file in the desired column:

We do this with all groups. The result is a file with keyword masks that need to be parsed.

Keyword parsing

You need to parse keywords because that the keyword may contain unnecessary junk words that we need to weed out.

Example: the phrase “renovation of an apartment price” includes the phrase “buy an apartment with a repair price”, if we are engaged in repairs, then according to the phrase “buy an apartment with a repair price”, we will simply drain the money.

Parsing can be done in several ways (two free and one paid):

Hands through Wordstat - free
Through the KeyCollector program - for a fee
Slovoeb program - for free

If you plan to professionally engage in tuning, then I advise you to buy the Key Collector program - the price is 1800 rubles, the program is definitely worth your money.

Now I will show the order of collection in each way.

Collection via Wordstat

Download the Yandex Wordstat Assistant extension for the browser, in Wordstat it will look like this:

Collection through the Slovoeb program

The best option if you do not want to buy the Key Collector program.
Download Slovoob and create a new project:

Now go to Settings -> Parsing -> Yandex.Direct and specify the login + password of your Yandex account (it’s better to register a new one), save the changes:

At the bottom of the program in the "Regions" select the region in which we will advertise:

In the program, in the “Data collection” tab, click “Batch collection of words from the left column of Yandex.Wordstat”. Add the phrases that need to be parsed and click “Start collecting”. For convenience, you can parse words by semantic groups:

Collection through the KeyCollector program

I think Key Collector is the best option for parsing words. The license for the program is bought 1 time, there are no obligatory payments. There are a lot of functions, and the price does not bite.

Run the program, create a new project:

Go to Settings -> Parsing -> Yandex.Direct -> Add list/Add line and save the changes:

Click “Batch collection of words from the left column of Yandex.Wordstat”, insert phrases for parsing and click “Start collection”. For convenience, phrases can be parsed into semantic groups:

During the parsing process, the program may ask you to enter a captcha - we do it manually or connect a paid service for captcha recognition. I need 10 rubles for at least a month of captcha recognition.

Collection of negative keywords

Negative keywords are for to not show up for unwanted requests.

Example 1: we advertise on the request “repair of apartments price” in the MSC region. In Yandex, a person can drive in the request “apartment renovation price in ekb” and our advertisement will appear to him. this user has an incorrect city.

Example 2: the same ad for apartment renovation, the query “price apartment renovation”, this query includes such queries as “buy an apartment with renovation price”, “cleaning apartments after renovation price”, etc. If you do not use operators and negative keywords, then our ad will appear on the request “buy an apartment with a repair price”.

That's why you need to use negative keywords.

An alternative to using negative keywords- this is the use of the quote operator, we just take requests in quotes, and then the ad will be shown only for those requests that have been added to the advertising campaign.

There are several options where you can get negative keywords:

Ready lists of negative keywords
Lists of cities
Manual collection

The best option- use of ready-made lists of negative keywords + list of cities + manual collection, while manual collection takes a lot of time.

An option for the lazy is to use ready-made lists + a list of cities. In this option, there will be a lot of impressions for non-targeted phrases.

If you use ready-made lists, then you must definitely look through the entire list so that there are no extra words in negative phrases.

Where do you get negative keywords from?

Ready-made lists - on the Internet;
Lists of cities - in the same place on the Internet;
Manual collection - assemble with your own hands, now I'll show you how to do it.

Do-it-yourself collection of negative keywords can be done in several basic ways:

Collection via Excel
Collection via Key Collector
Looking through all keywords

Collecting negative keywords in Excel

Copy keywords to Excel file:

Press CTRL + H and delete the “+” operator and the “=” sign, also mark “Search by formulas”:

Now you need to separate the phrases into words.
At the top, click Data -> Text by columns -> select a space as a separator:

Now the words will be divided into columns, you need to move all the words to the first column. Select the words one by one from other columns, press CTRL + X and paste at the end of the first column:

The result will be 1 column, in which all our words will be. Now we need to remove the duplicates. Select the entire column A, click “Data -> Remove Duplicates” and click “OK”:

Sort the words alphabetically:

Now we look through the words and delete the necessary words. The words that remain are our negative keywords:

If we doubt some words, then it is advisable to look at the phrase in which this or that word is used.

Collecting negative keywords through Key Collector

I think this is the best way to collect negative keywords.

Adding our keywords to the Key Collector. If we have several groups, then select all groups and click “Enable multi-group view for selected groups”:

We also immediately add the list of cities to the list of negative keywords. Click “Stop words” -> “Create a new group of stop words”:

Select “List 3” and click “Add as a list” and “OK”:

We mark all cities and click “Mark phrases in the table”:

We did this manipulation to immediately reduce the amount of words that we will look at.

Now let's continue collecting negative keywords. Click “Data” -> “Group Analysis”. We will have a list of all words. I usually arrange the words alphabetically. To sort in alphabetical order - just click on the word "Group":

Now we go in order, looking through all the keywords. Unnecessary words are added to the list “List 1 (-)”. To send an unnecessary word to negative keywords - next to this word, click the shield icon with a check mark:

Next, select the add list and click “Add to stop words”:

To see the phrases in which this word is used, click the “+” next to the word:

After working through the entire list, click “Stop words”, select List 1 (-), select all the words and click “Mark phrases in the table”:

I advise you to look at the marked phrases, they may contain target phrases, uncheck the box for such phrases. After that, click "Delete phrases":

As a result, we get pure semantics.

To save negative keywords, click “Stop keywords” and click “Save to file…”:

In fact, we now have a ready-made semantics, cleared of garbage, as well as a list of negative keywords. You can proceed to creating an advertising account and the first advertising campaign.

How to create an account in Yandex Direct

The entrance to your Yandex Direct personal account is located at https://direct.yandex.ru, if an advertising campaign has not yet been created on your account, then the following message will appear:

Creating a campaign in Yandex Direct

There are two Yandex Direct interfaces - classic and new.

On the new account, Yandex showed me the first screen with the campaign selection in the new interface, and the screen further appeared in the classic version. Therefore, I will show the setting as it is. There is no fundamental difference between the two interfaces, so everything should be clear.

Select text and image ads and click "Create Campaign":

Campaign name - doesn't matter
Date - no difference
Time targeting - I recommend specifying time targeting only after the statistics are collected
Region of impressions - specify the region of advertising
Display strategy – “Search only” + “Manual bid management with optimization”. I highly recommend that you indicate the “Average Daily Budget” - this is necessary so that advertising does not write off a huge amount if something happens. I usually indicate 300 rubles to start
Rate adjustments are not indicated. It is often recommended to set “Mobile -50%” if there is no mobile version, but in my experience, even if there is no mobile version, then you need to test and only then make bid adjustments
Check the box "Stop ads when the site is down"
Select “Use a single address and phone number” and then fill in a virtual business card. This is needed both in search and in YAN. We fill in the maximum number of fields - city, phone, company name / full name, contact person, working hours, address, email, more about the product / service
Specify the metric counter. If there is no metric counter, then we create a counter and install it on the site. You also need to create conversions for completing applications, visiting the thank you page, visiting the cart, etc. This can be done later, but when launching advertising on the site, this must be done.
Key goals - if the goals are set, then indicate the goal and indicate the cost
Chat with an operator - can be added, but needs to be tested
Negative keywords - specify our ready-made list of negative keywords + negative keywords by city
Additional relevant phrases are disabled
Check the box “Do not take into account automatically stopped ads of competitors when placing bids”

We press "Next". Now we are shown the “Edit group” screen:

In keywords and negative phrases, specify the keywords of the ad group and click done:

Creating and writing ads in Yandex Direct

In writing ads in Yandex Direct on search, you need to consider important rules:

The title of the ad should most often begin and contain a key query. Example: request “renovation of apartments in Novosibirsk”, ad heading “Repair of apartments in Novosibirsk”. This rule is needed for two purposes - firstly, the ad will be noticeable and highlighted in bold. Secondly, a person will see what he wants to find;
It is advisable to test several ad options in order to identify the most converting option;
You should try to fill out ads to the maximum: virtual business card, title, additional title, ad text, display link, clarifications, 8 quick links + descriptions of quick links, Yandex Dialogs;
Ads often need to use certain filters. Example: the request “renovation of apartments in Novosibirsk”, the company is engaged in turnkey repairs, but we don’t know what a person wants to receive for the request “renovation of apartments in Novosibirsk”. Therefore, in the text / heading / additional heading, you can indicate that this is a turnkey repair.

Let's start filling out the ad.

header- can completely duplicate the key phrase. Request “turnkey apartment renovation”, heading “Turnkey apartment renovation”.

Additional title- here we put the main advantage / USP / filter. Example “Design as a gift!”

Coming up with a text. What to write - you can look at competitors from other cities. As an option, these are benefits + call to action. Example “Warranty 3 years. Examples of work on the site. Calculate the price in 2 minutes!”

Images and videos are not included.

Provide a link to your site and add UTM tags to the link, I prepared a ready-made version of UTM tags for Yandex.Direct. Example:
google.com?utm_source=yandex&utm_medium=cpc&utm_campaign=(campaign_id)&utm_content=(ad_id)&utm_term=(keyword)

Price in the ad - do not fill

We add clarifications. In clarifications, you can write the types of services that we perform, our advantages, about us in numbers. Examples of clarifications: “Completed more than 355 objects, We have been working since 2001, Design as a gift, We comply with GOST”. I recommend adding at least 8 clarifications.

Be sure to add sitelink descriptions. What to write in sitelinks? Benefits, important moments for a potential client such as reviews and portfolio, about us in numbers. Examples of sitelink titles: “Pricing calculator, Testimonials, Portfolio, 3-year warranty, About the company”.

After you have filled in 1 ad, you can click “Duplicate”, and then the ad will be copied:

In this ad, change the title/additional title/text, duplicate it, and do the same with the new copy. Thus, we will have 3 ads for tests for 1 group of keywords.

After that, you can copy the created ad group and start designing other groups in a similar way.

Choosing and setting rates in Yandex Direct

To choose which rates to place, you need to understand the main indicators of the site and business:

site conversion
conversion from an application from the site to a contract
average check
profitability (excluding the cost of advertising)
net profit from 1 client on average

To calculate a simple sales funnel, I use the Decomposition-5 service. This is what the service looks like:

We fill in the fields. I will indicate approximate figures for the subject of apartment renovation in Novosibirsk:

cost per click - I will first indicate 100 rubles / click
site conversion - 3%. If we do not know the conversion, then we set 2.5% for an example
conversion from application to sale - in apartment renovations it is about 10%
average check - 300 tr.
profitability - 10%

The result is this picture:

As we can see, ROI is -10%, which means that with such indicators, advertising will work at a loss. If we set the cost per click to 60 rubles, then the ROI will be 50%: 60 tr. we invest, we get 30 tr. net profit. Here it is important to find the optimal cost per click: so that the ROI is more than 10-20%, and at the same time we can receive a normal number of clicks.

To understand whether the CPC was chosen as normal, we will use the budget forecast from Yandex Direct. We drive in the main query and see what are the average CPCs:

In my case, the cost per click is 60 rubles, in the budget forecast with a traffic volume of 62, a click costs 60.6 rubles. With a click price of 60r, I will receive a normal number of clicks. If the cost per click in the budget forecast is much higher than our cost per click, then we adjust our cost per click in such a way that the ROI suits us.

CPC in Yandex Direct can be set in several ways:
the first way is through “My Campaigns”. We go to direct.yandex.ru, click “Bid” next to the campaign, the “Bids for the entire campaign” window opens, set 60r and click “Set”:

The second way is through the page of the campaign itself. We go into the campaign, at the top of the page it will be “Set a bid for all phrases on the page”, select the maximum traffic volume, + 0% of the bid, but not more than 60 rubles. and click "Assign":

Also, rates can be set without problems in the Direct Commander program.

Moderation in Yandex Direct

In Yandex Direct moderation, there are usually no difficulties, if the topic of advertising is not arbitrage goods/casino/MLM/fortune telling, etc., then moderation is quite easy to pass.

Basic Rules:

do not use words in superlative form, such as “best, most”;
some services and goods require documents and licenses. Examples of such topics are medical services, dietary supplements, financial services;
Yandex does not like arbitrage goods and almost immediately rejects ads
do not advertise MLM, casinos and other gray / black topics
do not capitalize every word in the ad, example “Renovation of Turnkey Apartments” - may be rejected
Do not write words in caps. Example “REPAIR of apartments on a turnkey basis” or “REPAIR OF APARTMENTS on a turnkey basis”

To send a campaign for moderation, go to the campaign, click “Submit for moderation”, agree to the terms and click “Order”:

In my experience, moderation in Yandex usually takes up to 1 day.

Post-launch campaign management

Running a campaign means improving the campaign - adjusting bids, adding new negative keywords, and other points.

After launching the campaign, firstly, we look at how many clicks the campaign receives per day and at what price. If there are too few clicks, then slightly increase the cost per click. If there are too many clicks, then we reduce the cost per click. It is important to find the “golden mean” here.

If the daily budget is not enough, then there are two options: option 1 - increase the daily budget, option 2 - reduce the cost per click.

The next type of optimization involves adding new negative keywords. We go into the statistics for all campaigns:

Go to the search queries, specify the period, uncheck all the boxes in the sections, mark “Bounces (%)” in the columns and click “Show”:

On the left there will be search queries for which there were clicks on ads. Sort by failures (in descending order of failures). We look at requests and find words that are most likely inappropriate - a high percentage of bounces, no conversions, do not suit us:

These negative keywords are added to our negative keywords in the campaign settings.

There are a few more adjustments you can make:

According to the age. Yandex. Metrics -> Reports -> Standard Reports -> Audience -> Age
By gender. Yandex. Metrics -> Reports -> Standard Reports -> Audience -> Gender
By devices. Yandex. Metrics -> Reports -> Standard Reports -> Technologies -> Devices
By time. Yandex. Metrica -> Reports -> Standard reports -> Audience -> Attendance by time of day
Combination of adjustments

To view traffic from Yandex.Direct, go to any report, click “Visits with +” -> Sources -> Last significant source -> Advertising system -> Yandex. Direct:

I recommend comparing the performance of audiences in reports based on the percentage of conversions and the number of conversions. To do this, click “Metrics” -> Behavior -> Conversions (any goals) -> Conversion for any goal and Achievements of any goal:

Also, this situation often happens: we launched several ads, after a few days we see that conversions are cheaper in one campaign, and more expensive in other campaigns. In this case, you can simply increase the budget for the campaign where conversions are cheaper, and reduce budgets/lower CPCs for other campaigns.

How to choose an artist?

This topic is not entirely related to the topic of the article, while it will be useful for potential customers to set up Yandex Direct.

Agency or freelancer?
My opinion: freelancer. Simply because in most cases, when ordering settings from an agency - the order will be performed by the same freelancer, only at the expense of agency cheating - the cost of setting can be overestimated by 2-3-5-10 times.

But a freelancer, in my understanding, is a person who works from home, for himself, and not one who sits on freelance sites.

When choosing a freelancer, you can look at the following things:

Expertise - does the freelancer have a personal blog and articles, since what year has the freelancer been working
The presence of real cases - here you need to understand the numbers a little, a common situation is that something like “How we earned 1 million rubles for a client” is written in the case, you look at the case, and there “There were 100 applications, the average check was 10,000 rubles”. At the same time, the application is not equal to the client, but you also need to take into account advertising costs and profitability from 1 sale
Having a certificate from Yandex. Direct, a trifle, but important
Having your own group and reviews in it

If you need to set up Direct, you can order Yandex Direct setup services from me, I will set it up professionally, taking into account Yandex innovations and the specifics of your business.