Word selection service. How many keywords are optimal for YAN? Selection of words for rsya

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

If any request seems controversial to you, check it through Wordstat - to what extent users' interests in the search results coincide with the offer.

After that, work with the keys to add negative words, but this must be done with extreme caution, since wrong actions can cut off most of the target audience. To do this, we will use the Direct Budget Forecast (https://direct.yandex.ru/registered/main.pl?cmd\u003dadvancedForecast).

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

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

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

Next, you need to remove the "+" sign in front of 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 lower one empty, "replace all" and the pluses will be removed.

At this point, the RF page is ready. I don't know how many keywords you can collect for YAN - the more directions you find, the wider the list will be and, accordingly, the audience coverage, I did everything just for example, not working out the phrases properly.

We carry out the whole operation with the group of the remaining medium-frequency and low-frequency requests up to 50 per month, having taken the data to a new page. When viewing the list and deleting non-target keys, transfer any accompanying keys 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, the rest are deleted, since they will only slow down the campaign due to a bad response.

For MF and LF keys, it is not worth adding negative words at all, but they must be grouped by semantic or some other criterion for individual audience segments.

This can be, depending on the offer, the word “male” for gender targeting, “rubber” for material of manufacture, “Moscow” for geographic location, 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 will not describe how to do this in Exel, if you do not know, look for information yourself.

Thus, we distribute all the midrange and bass keys on the page with separate ready-made bundles for setting up ads on them.

The target keywords of the YAN have been collected, we repeat the process No. 1 with the related (related) queries on a separate page, until they are combined into groups.

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

Typically, search advertising campaigns use a one-keyword-one-ad approach. Thus, it turns out to create ad texts that best match the request of a potential client. What should you do with campaigns created for impressions in YAN, where there are no search queries? Let's clarify that we are talking here about campaigns for YAN based on thematic (and not behavioral) targeting.

Initial data:

You can often hear the opinion that an advertising campaign for YAN should contain only high-frequency queries, and it is not recommended to use syntax in phrases (quotes, exclamation mark, + sign), so as not to limit the number of suitable sites. However, the use of special characters will be justified in some cases. For example, if you sell sightseeing tours to St. Petersburg, then you just need to fix the preposition "in" so that your ads are not shown on sites where it is about finding tours from St. Petersburg.

As we can see, there is a single rule according to which semantic core for YAN - queries (key phrases) for customization advertising campaign, - does not exist. Each specific case, each separate topic will dictate its own conditions, so you should not blindly rely on random recommendations.

Decision

What queries will we include in the semantic core of YAN?

When displaying ads in YAN, the content of the site is analyzed for compliance with the specified keywords, so the use of low-frequency queries will not play a big role in the formation of the semantic core. However, high-frequency (HF) and mid-frequency (MF) requests will do just fine. It is very convenient to use the Yandex.Wordstat service to collect HF and MF requests, and you should also pay attention to the right column. If, before creating a campaign for YAN, you managed to prepare a search campaign, then you can immediately take the keys from the already collected database.

As for negative keywords, oddly enough, even in the field of bathroom renovation, they will be useful to us:

When forming a group of keywords, we often use the following approach: we split the semantic core into several thematic groups. For example, bathroom renovation services can include calling a plumber, replacing pipes, installing tiles, and more. Therefore, in addition to a group of general queries like “ bathroom renovation», « renovate the bathroom», « bathroom renovation"And others close to them, it makes sense to single out several small groups of key phrases by name individual services and write for them different adsthat best match the topic.

Keywords are the basis of any kind contextual advertising, and in this the advertising campaign in YAN (Yandex advertising network) is no exception. The effectiveness of your investments depends on the correct choice of key phrases. It is very important to take into account the specifics of the selected 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, the 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 keywords from the advertising campaign.
• Targeting a site visitor's search history, i.e. Yandex offers site visitors to view ads related to the topic on which these people have recently searched for information.
• Retargeting, i.e. showing site advertisements to people who have recently visited the advertiser's site. These ads are aimed at 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. On the other hand, the way your YAN advertising will be set up directly depends on which sites it will appear most often. The theme of these sites depends entirely on what keywords for YAN you specified when setting up your campaign.

Contextual advertising in search and the Yandex advertising network: important differences

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

As you know, in search engines they 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 targeted 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", since 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 the large number of sites and high competition between them.

Therefore, if for search engine contextual advertising the best query would be "buy gloves in Moscow inexpensively", then for the YAN network the best option will be - "women's gloves" or "winter gloves".

Keyword selection for YAN - basic rules

We described the first and most important thing above: we choose high- and medium-frequency queries, such that they can be easily matched on a variety of sites that are close to you in terms of topics. In this way, we provide maximum audience coverage.

There are others important featuresThings you need to know for your ad to perform at its best:

• Optimal keyword length - 2-3 words. One-word keywords are too short, it is almost impossible to filter out the inappropriate for them, and therefore, with this approach, you will receive a lot of inappropriate ad impressions. On the other hand, keys of four or more words will become an obstacle to screenings, since it will be difficult to find a platform for such long phrases.
• Related topics. First, remember the semantics. If you sell, for example, shingles, 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, the number of key phrases can include "open an individual entrepreneur", "company registration", etc.
• Remember negative keywords... An advertising campaign in YAN assumes that with the help you define the subject of your ad. And negative keywords will help you cut off non-target audiences. For example, in order not to show your ad to students and schoolchildren, you can add "term paper", "abstract", "download", etc. to negative keywords.

Summing up

It is important to understand that, as with search engine contextual 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, you definitely need to log into your account regularly, check statistics, make changes, exclude irrelevant sites, etc.

Of course, YAN advertising campaign optimization requires time and effort, as well as 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 carelessness, could go to pay for inappropriate impressions without the slightest benefit to you.

The question is, of course, 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.

In order to express our opinion on this matter, let's first remember what the Yandex Advertising Network is.

As the name suggests, YAN is a huge network of sites that host Yandex advertisements on their pages. These can be both sites of your topic, and pages with inappropriate 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 in the campaign settings, i.e. 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 in the Yandex search line.

When would you need to disable user preferences? For example, let's say you sell sleeping bags and want to increase the volume of your website visitors by advertising on related topics. Then you create a campaign with key phrases, for example, "camping tent" and tick the box "Ignore user preferences." This way, your ads will be shown on sites dedicated to tour tents. But those people who are currently looking through materials about tents may theoretically 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 \u003d several keys, then in a campaign without preferences we recommend making 1 ad \u003d 1 key! The key phrase in this case is a description of the site's subject matter, if there are a lot of them, Yandex will try to select sites that fit all the keys of this ad, which will significantly reduce the number of sites.

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

Firstly, let's make a reservation right away that there is no generally accepted exact number of requests at which the 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

Less than 200 like woofers

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

In most niches, especially if you need a quick start, high and mid-range target phrases work better. But of course, here you also need to be smart about the choice of keys, because if you launch an advertising campaign for YAN with one high-frequency sleeping bag key, 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 target, key phrases consisting of 2-3 words. The number again depends on the niche, for someone 30-50 keys are enough, and somewhere you need to take 100-300 to cover most of the queries of your topic in the networks. We take the request "sleeping bags" as a wide mask, but in advertising we do not use this mask itself, but launch high-frequency devices embedded in it in the YAN.

Naturally, this strategy implies that you understand what is for you cost-effective cost click (CPC) and select HF and MF keywords also relying on this data.

As for the low-frequency (LF), they are added already in the next turn, with a deeper study of the campaign, or, for example, to appear to those users who introduced a particular product model. It turns out a kind of auto-targeting. Again, very narrow target phrases like “where can I buy a sleeping bag with insulation near the Butovo metro station?” according to the recently introduced Yandex rules, key phrases with a display frequency of 1-5 per month receive the status "Few queries" and are not displayed. Therefore, there is no point in messing with them.

To summarize, let us remind you that if you want to launch quickly and as efficiently as possible, then at the first stage you should not be smart and upload tens of thousands of keywords into YAN. Test a niche or direction on 200-300 phrases - often enough to understand if the game is worth the candle. And if so, the further is largely a creative process that depends on many variables.