How to make more keys in direct. Keyword operators in Yandex.Direct. We begin to select keywords from areas where there is a greater likelihood of making a profit from contextual advertising

Greetings, dear friends! We all know that keywords in Direct are the basis of any advertising campaign. And if for the media and YAN they are much less important, then for search advertising it is main tool determining the target audience. They are the ones who are responsible for whether an ad will be shown for a specific request or not. Using keys in the semantics of a website is a whole science. But today is not about that.

Today I will tell you how to add keywords to Yandex.Direct, describe three methods and give step-by-step instructions.

Methods

Settings keywords(phrases) in Yandex.Direct is carried out in three ways:

• manually when creating (or editing) an advertising campaign;
• using the Direct.Commander program;
• using an XLS/XLSX template.

The first method is suitable if the campaign is small and filling out each ad group manually will not take too much time. The second and third are suitable for working with large amounts of data. For example, when there are hundreds or even thousands of advertisements.

Manually

If your campaign contains 10-20 ad groups, you can set keywords manually. Also this method suitable for those who want to edit separate group advertisements For example, remove ineffective key phrases or add new ones.

So, below is described step-by-step instruction how to add keywords to Direct yourself, without using third party programs, services and templates.

• Name;
• show times;
• geography of displays;
• strategy;
• business card;
• Metrica data;
• notifications;
• special settings.

I will not dwell on this step in detail, since I have already talked more than once about creating and setting up new advertising campaigns in Direct.

Keywords and phrases are added to the right field. Hints will be indicated on the left (they are not always useful). If you want to add a hint, just click on the phrase and it will be transferred to the right field.

All keywords on the right must be specified either in a list (each new key with new line), or separated by commas.

After clicking on the “Organize and refine” button, all the keywords and phrases you entered will take the following form:

The Refine button will allow you to see the projected number of impressions per month, as well as add negative keywords at the level of each keyword.

You can also use the “Choose words” button. It allows you to show, based on the entered phrase or word, which queries are entered by users and how many times (built-in WordStat).

1. Click "Save".

To add a new ad, click the "Add Ad" button. One group can include no more than 50 ads with general impression conditions and common key phrases and words. In total, you can add up to 200 keywords to one group.

If you want to add new group ads with new keys, you need to go to the “My Campaigns” page, open the desired campaign and click the “Add ad group” button. Next, the same form will open as when creating a campaign. It must be filled out in the same way.

Via Direct.Commander

Setting up key phrases in Yandex.Direct using this method involves using the Direct.Commander program. You can download it from the official . Then you need to install it on your PC (the installation process is standard).

When you launch Commander for the first time, you will need to log in using your username and password from your Yandex account.

After authorization you will see this interface:

The first window is responsible for the account structure (all advertising campaigns are listed here). The second is the ad groups of the selected campaign. Third - keywords and phrases.

How to add key phrases to Direct:

After adding, a red error alert will appear. By hovering your mouse over it, you will see exactly what needs to be fixed. In the future, all these errors will need to be eliminated so that the advertising campaign can be uploaded to Direct.

Each new key is written on a new line. You can also add negative keywords at the keyword level by appending them with a “-” sign.

Specify the click price for each key manually (double click to edit).

Or use the Bid Wizard.

Before uploading a campaign to Personal Area“Direct”, do not forget to fill out all the ad parameters in the “Ads” tab.

After passing moderation, the campaign will be automatically launched (if there are enough funds on the balance). Using Commander, you can not only create new ones, but also edit existing Direct advertising campaigns.

Using XLS/XLSX templates

This method of working with keywords for contextual advertising"Yandex" implies the use of tables in Excel program. We will also need “Direct.Commander” to carry out cross-minus and upload the campaign to the server.

How to add key phrases to Direct using Excel templates:

1. Create an Excel document.
2. It is necessary to create columns with the following headings (in order):

After passing Yandex moderation and with sufficient funds on your balance, the ads will be launched.

The XLS/XLSX template does not have to be created manually. It can be downloaded ready-made from various sources. Then all that remains is to fill it out according to the instructions.

Today I told you about three ways to set up keywords for Yandex.Direct. Now you know how to add keywords to an advertising campaign, edit them in an existing campaign, create new groups, and much more. Which method to use is up to you to decide. Based on your goals, your preferences, and the amount of work.

We cleared it of non-target phrases and created an initial list of minus phrases.

In this article we will group semantics and try to determine the main criteria for dividing between advertising campaigns and ad groups.

Formation of HF directions

It is convenient to start moving from the general to the specific, so let's start by determining the HF directions using the main marker words. Most often, this direction has a frequency of more than 10-15 thousand per month according to WordStat.

1) Organic website promotion (SEO).
2) Setting up and maintaining contextual advertising.

The topic itself pushes us towards two directions in which we can create two separate advertising campaigns. Each of the directions is quite frequent and it is advisable to further split these directions, for example into the following:

HF directions for SEO:

Promotion of online stores
Audit of search engine promotion of websites

These areas can be formed into specific campaigns. Accordingly, we group key phrases in semantics according to their logical affiliation with each group.

The diagram below outlines the process of grouping key phrases, depending on frequency. As you can see, in the future these groups must be further divided into personalized segments, and these are most often separate campaigns. There will be separate publications about this in a couple of weeks.

Digging "deeper" - Mid-frequency phrases

The next step is the formation of ad groups within one campaign from mid and low frequency phrases. For me, the average is from 100 to 5000 impressions. But again, it all depends on the topic.

Personalization = High conversion

In the process of crushing and dividing mid-frequency phrases into ad groups, one must adhere to the golden mean. After all, it is very important not to dig deep into the creation of separate groups according to the standard of 1 key phrase - 1 ad.

On the one hand, using only 2-3 word phrases saves time on creating and developing a campaign, but on the other hand, there are situations when it is necessary to decompose a phrase into a larger number of nested low-frequency keywords and create separate ad groups for them.

Let's simulate the situation. You have created an ad group based on the principle - 1 ad - 1 key phrase for the search query “setting up contextual advertising”. Direct showed its statistics on the cost of entry to special accommodations in the amount of 602 rubles. You set 620, just in case, so that there is a price corridor.

As you can see in the screenshot, for the embedded key phrase “setting up contextual advertising Direct”, the cost of entering a special placement is higher than the parent price (1,500 rubles). If you don’t put it in a separate group and set the appropriate price for it, then there will be no impressions on the position we are interested in. Impressions will be in those positions that the maximum bid for the parent phrase allows.

This is due to the fact that we set the maximum cost of entering a position for the parent key phrase and it will be the maximum for all nested phrases for which impressions are generated. But the real charged cost per click will be different for all phrases.

Most often, midrange and high-frequency phrases are the most expensive and all inputs are cheaper, so using without deep fragmentation is justified, but in some cases you need to go deeper.

Again I want to turn to metaphor. By setting the maximum click price (responsible for the position) for the display condition, you indicate the ceiling everyone phrases that meet this condition, above which they cannot jump. But sometimes, you come across such high and mature phrases that their ceiling is higher than the ceiling of the display conditions (parent key phrase) and you have to pull out such instances from the general list and create a separate ad group for them with a personal ceiling.

By the way, in Google Adwords there is a different system for distributing prices among nested phrases and the price charged is equal to the price of the display condition, in our case the parent phrase.

Beginning directologists who are not familiar with the work process of Yandex Direct, I advise you to read a good one.

That's all. In the following publications we will talk about the process of creating advertisements, process automation and the Yandex Commander program, which allows you to import hundreds and thousands of advertisements.

This time I will touch on a very important and rather complex topic - the use of operators in Yandex.Direct. They can serve well, increasing the accuracy of impressions, or only cause harm if used unsuccessfully. Let's look at everything in order: which operators are supported, how they work, how you can use them, and how not to.

Exclamation mark

Symbol "!" before a word fixes its form.

This may be necessary because in Russian the word forms of different words can be the same, resulting in irrelevant impressions. A classic illustration of the operator’s work is the distinction between a billiard cue and the city of Kyiv. Here you can also add a car that is searched for as “Kiya”.

In order to prevent impressions to non-target audiences, which can lead not only to accidental clicks, but also to a drop in site ads, which in turn will increase the cost of advertising, you need to record word forms.

Another possibility of using "!" – creating advertisements that more accurately meet the needs. For example, Yandex.Direct by default conflates “cheap” and “cheaper”. But they have little different meaning, which can be played out in advertising.

Plus

The “+” sign makes the occurrence of a word mandatory.

This may be needed in two cases:

• to force stop words to be taken into account;
• when repeated in a key phrase.

Let's consider both options.

Stop words in Yandex.Direct are official parts of speech and pronouns that are automatically excluded from the phrase. But sometimes they can be important for meaning.

For example, the requests “water in the house” and “water for the house” have different meanings, determined precisely by the preposition.

Here's an example.

In Yandex's organic results there are sites with a clearly different meaning. To prevent such displays, you can record the pretext: water + for the house.

The second use of “+” is repetition. The work of Yandex.Direct is structured in such a way that the double use of a word in a key phrase does not seem to count; as a result, one is replaced with anything.

I will demonstrate it using the example “From Hand to Hand”. In Wordstat, such a query will show an unexpected result.

To receive information only for the phrase we need, we need to use “+” everywhere: assign stop words and repeat.

We do the same thing in campaigns.

Minus

A “–” sign before a word turns it into a negative word.

If the user enters such a phrase, he will not see the ad.

Anything that is not relevant is removed. I wrote in detail about how to find negative keywords and what types of indications exist at different levels of a campaign.

Quotes

If you enclose a phrase in quotation marks “,” impressions will go to all query variants containing only these words in any form (the so-called phrase match).

For the key phrase “buy a beautiful dress inexpensively” there will be impressions for the requests “I will buy an inexpensive beautiful dress”, “buy beautiful dresses inexpensively”, etc. But there will be no advertising for the requests “buy a black beautiful dress inexpensively”, “I will buy an inexpensive beautiful dress in the online store”, etc.

Important note! If some words are repeated in a quoted phrase, they are counted as one and make it possible to substitute any addition.

Let's look at an example in Wordstat. Let’s take the quoted phrase “buy a dress in an online store in Moscow.” The preposition “in” is used twice in it, so any word can appear in place of one of them.

It is important to remember this when using quotation marks, because the meaning of the action is lost.

Another important point– the temptation to use all keywords in phrase matching, abandoning negative keywords. At first glance, this seems like a great idea: I collected the widest possible kernel, quoted everything and generally forgot about the routine with negative keywords.

• No matter how much time you spend collecting the core, you still won’t be able to cover everything. Some queries just appear, while others are asked only once. There is no way to predict everything;
• there is a high chance of falling under “Few impressions”;
• managing such a huge campaign will be extremely difficult.

When to use quotation marks? They are used:

• for high-frequency requests, fixing them with an increased rate;
• quick testing, when you need to check something without spending hours, days, weeks collecting negative keywords;
• if there are sooooo many garbage requests.

Square brackets

The square brackets operator in Direct fixes the order of words in a phrase.

Perhaps it is most actively used in ticket sales. Indeed, for a person there is a huge difference between “Moscow Vladivostok tickets” and “Vladivostok Moscow tickets”, but for an advertising system without brackets there is none.

For our case, we need the following spelling of the key phrase: tickets [Moscow Vladivostok].

Parentheses and vertical bar

The construction of brackets, in which different options for additions are written through a vertical bar, is an enumeration operator.

Let's see how it works in Wordstat.

If you use such a construction for a key phrase, then all listed options will trigger the display.

This can be convenient if you need to quickly launch a campaign, and really similar concepts are grouped together.

But there is an important drawback: the ad will not be as relevant as if it were written for a specific keyword. Alternatively, you can create ads with different headings in the same group or use variants in different combinations, say, one in the heading, the other in the text.

Rules for using operators

Special characters can be combined with each other.

For example, “tickets [Moscow! Kyiv]”. Quotation marks prohibit other words, square brackets indicate order, and exclamation points indicate word form. As a result, impressions for the phrases “Moscow Kyiv tickets inexpensively”, “tickets from Moscow to Kyiv”, “Kiev Moscow tickets”, etc. are excluded.

You should use any keyword operators in Yandex.Direct only where it is really necessary, that is, it affects the meaning of the question and the display conditions.

At a basic level.

What section of knowledge does the article cover:

Information collection → Strategy → Initial analytics setup → Selection of keywords→ Keyword sorting → Ad development → Advertising campaign development → Data analysis → Optimization → Scaling → Support

What topics will we touch on: coverage map, multiplication, parsing, wordstat.yandex.ru

You may have noticed that before selecting key phrases for the site there are 3 more points, since we don’t have materials on them yet, we will present them in the abstract:

• You need to understand who your buyer is and what queries they will enter into the search.
• The general concepts of the strategy can be gleaned from the first part of the article “How to make a landing page for free in an evening?”
• Install the Yandex Metrics and Google Analytics code on your website, set up goals

The article assumes that you already understand the concepts: Wordstat, impressions, clicks, negative keywords, cross-negative keywords, keyword match types, word frequency, relevance. And if you don’t understand it, you can find them on the Internet.

How to choose key queries? There are many techniques and tools for collecting keywords: downloading from counters, collecting from competitors’ sites, generating from YML, searching for similar TOP phrases, automatic selection key queries based on your site in search results and others. We will talk about the main methods, or more precisely about wordstat.yandex.ru.

Theoretical block

We know what a keyword phrase is in wordstat, it has a frequency (impressions per month), this is the average number of requests for the last 3 months and 1 month a year ago. All the phrases below are incoming requests, that is, requests that contain the phrase we entered in different declensions and numbers. You can also study the frequency of your request by region and seasonality in the “By region” and “Request history” tabs.

Consider keywords as segments of one infinite array from which we want to select those segments that will be relevant to our site. For example, in the picture below, the red intersection contains the most targeted queries, and the green intersection "mathematics school" contains queries of a broader type, and there is also a query "school", which contains 99% of queries that are not relevant to us.

So this is where I'm going with this? We will manually sort all incoming phrase requests "mathematics summer school" And "mathematics school", A "school" we won’t take it, since we don’t want to sort 99% of requests in order to find 1% of our own.

The matrix is ​​needed as material for composing key phrases (segments). There is no need to add every possible word to the matrix. For example, we will not add the words “2016”, “buy”, “weather”, since we do not take a segment for manual sorting “mathematics summer school buy”, it will already be contained in the segment "mathematics summer school", as an incoming request. Experience is needed to determine which words should be added to the matrix and which should not.

You may also have noticed that the segments "mathematics summer school" And "mathematics school" intersect, therefore we must subtract from the query "mathematics school" word "summer". There are negative keywords for this, but more on that later.

1. We compose segments from the matrix. Open wordstat.yandex.ru and enter the first word from the first column "camp"- we see that more than 70% of incoming requests are not suitable for us. Along the way, we are looking for new keywords and expanding our matrix, but keep in mind that if you add a new good word, it can be used in previous segments.
   

   
   How do you identify keywords, in other words, what are users looking for when they enter a specific query? Type it into Yandex and look search results As a rule, the first positions contain exactly the information that is interesting to users.

   
2. You will say that the audience that types " Kid `s camp", might be interested in our offer, but no, there are no more than 5% of potential clients in this segment, therefore, the cost of the client will be so high that we will not be able to compete with ordinary children's camps.
   
3. Because on request "camp" more than 70% not relevant keywords, then we begin to truncate the audience by adding clarifications from other columns, for example in the phrase "mathematics camp" almost all internal queries are suitable for us, which means we add them to segments for subsequent processing; we need to do this operation with each keyword, starting from the general “camp” and narrowing the segments to the particular “children’s”, “Bulgaria”.

   As a rule, in each segment there are words that do not suit us, for example:

   We add these words to the search bar with a minus symbol and click “Select” again to get the same list of keywords, but without the negative keyword content.
   

4. To avoid confusion, we search one by one and add keyword segments in a separate place to the right of the matrix, as in a template. We add negative keywords to each segment.
   

   Remember about the intersection of segments, on at this stage we need to cross-backing tracks between segments.

   Thus, we get a coverage map; looking at it, we clearly understand what keywords our ads will be shown for.

5. Now we need to get a list of keywords from this map, for this we will resort to the multiplication method. We use the service py7.ru/tools/text/, but you need to understand it a little.
   

   
   The essence of the key multiplication method is to avoid manual work.

   In the template field we immediately have 4 variables, if we want to multiply 2 columns, then we need to leave only the variables %(a)s and %(b)s, and remove %(c)s and %(d)s. If we want to multiply 3 columns, then we need to remove only %(d)s - the number of variables is equal to the number of columns.
   

   We need to multiply each segment one by one, take the first one and distribute the words into columns in the py7.ru service

   Click the “Generate” button and get the result:

   math camp
   math camp
6. Next, on a new sheet we create columns for each segment and distribute the keywords in them after generation.
   

   
   Keyword parsing - collecting incoming queries, similar to entering a keyword into Wordstat and copying all incoming queries.

   
   

   You may notice that we now have a column of “negative words” next to each group; there we manually transfer words for cross-negotiation of our segments and general lists for each segment, for example:

7. Now you need to collect incoming requests (further parse) for each group, there are 3 options:
   • manually copy from wordstat.yandex.ru
   • use topvisor.ru, but you will have to manually filter and remove negative keywords
   • keycollector is undoubtedly the best, but most complex option

   We use wordstat.yandex.ru. We take each keyword from each group one by one, add negative keywords to it and insert it into wordstat
   

   Please note that we select the "all regions" option to get more average statistics.

   We have a list of incoming requests on several pages, we copy requests up to 50 impressions per month

   And insert it into our table on the same sheet under the segment.

Do you understand everything? Have questions? Should we make a video on this topic?