Key phrases for rya. What keys give maximum efficiency in YAN? More about keys
Unfortunately, we cannot see all the requests for which our ads are shown, but we can see the user requests that led to a click on our ad. In order to view them for Direct, we need to go to Yandex.Metrica and open the "Direct - summary" report. For quick and easy viewing of the entire list, click on "Groups" and remove all groups except "Search phrase (Direct)".
To view such a report in Adwords, we need to select the desired advertising campaign, go to the "Keywords" tab and select the "Search queries" report
After looking at these reports, you can find non-target words or phrases that you did not take into account when creating advertising campaign. Don't forget these reports.
One campaign for search and YAN
Why shouldn't you do that? There are several reasons for this. The first is a greatly inflated cost per click for YAN. Since if there is only one campaign, then we can also select only one bid for the keyword, and for the YAN, we can only lower the maximum CPC as a percentage. At the same time, we lose the flexibility of setting rates and do not see the dependence of site coverage on the size of the rate. The second is keywords. For these two types of advertising, they are selected fundamentally differently. Search keys - phrases that best match the user's query in the search bar. Context keys are phrases that reflect the theme of the site or the interests of the user.Long phrases in YAN
Even if you were not too lazy and made a separate campaign for YAN, you most likely took the phrases for it from the search campaign. Why is this not entirely correct? Phrases for YAN reflect the subject and content of the site and / or the interests of the user. I recommend a key length of 2-3 words. This will make it easier for Yandex to determine where and to whom to show your ads. Therefore, you get more impressions and more clicks. Also in YAN it is permissible to use near-thematic queries. For example, you have an online fitness clothing store. The keys may include such phrases as “seaside fitness club”, “fitness trainer” and “jogging music”, and the ad “Fitness leggings”. Using near-thematic keywords, you can significantly expand the reach of your audience, and it is also an opportunity to get a lot of clicks at a price much lower than for thematic keywords.Ads in YAN without images
We made a separate campaign for YAN and even collected a separate list of keys for it. But about the fact that you need to attach an image to ads, we forgot or were too lazy ... Why are images important for YAN? Because the chance to attract the visitor's attention and then click on the ad is incomparably higher for an ad with a beautiful image. How to pick it up? Try to present your product as simply and clearly as possible. Even in Yandex and Google pictures you can find something decent. If possible, choose a picture with a white background - they look much better on sites-platforms.Goals and events are not configured in Yandex.Metrica and Analytics
Why it is important to set goals and what kind they should be - I told in my previous article - " 3 quick ways to make your advertising in Yandex.Direct more effective". Please don't forget about them.But what could be the difference between setting goals for Analytics and Metrica? If you have a one-page site, then you definitely need to set an event for the duration of the visit to the site. Since G.A considers a visit to one page of the site as a failure, regardless of how much time the visitor spent on it. And in order to see more or less correct data on failures, this event is useful to us.
To create a goal, we need to go to the tab "Administrator" - Goals and click "+ Goal".
- Separate campaigns and semantic core on search and YAN.
- Add "non-obvious semantics".
- Target impressions through Yandex.Audience.
- Optimize campaigns through Yandex. Audiences.
- Set up analytics with the Callibri service and check how your hypotheses work.
Let's analyze each step in detail.
Different campaigns and semantic core on search and YAN
The worst mistake is to connect the same campaign for search and YAN.
Ads and targeting work on search and in YAN according to completely different principles. Let's first understand the types of targeting in Yandex.Direct.
So why can't you just take and copy the campaign from the search and show it on YAN?
Let's remember how we behave on the Internet
Differences between ads on search and in YAN
The use of different targeting causes different contexts for the visitor. During the search, he himself is interested in clicking on an ad that matches his request. When a visitor simply “surfs” on the Internet or sees an ad in his mail that we show him with the help of YAN, he may have already forgotten his request. And being, for example, in the mail solves some other problem. Therefore, in order to attract his attention, we need to build communication in a completely different way.
Differences between search queries and YAN
The semantic core is the key queries by which Yandex understands who to show the ad to. 
Non-obvious semantics
Yandex Research
In 2013, Yandex conducted a study during which it found that more than half of search queries are unique. Different people formulate requests in different ways. By using long tail queries in YAN, you are losing a huge amount of your audience.
If you use request masks in YAN, then you get access to the entire audience, no matter how uniquely it formulates its request.
So what is a Query Mask?
Query mask - the widest, high-frequency query, consisting of two words. These two words may not coincide in meaning, but when they intersect, they give us access to the desired audience, since they are query markers.
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"Burn the grass" - what is this query about? Who is recruiting him? Gardeners, pyromaniacs or pyromaniac gardeners? In fact, this is the topic of weight loss: the query "Fat Burning Herbs"
How to find hundreds of the most effective queries if you are not an expert in the subject
For example, we want to select a semantic core in YAN for a company engaged in wholesale and bags. Without being an expert in a niche, it is very difficult to pick up a semantic core. The first thing that comes to your mind is high-frequency commercial inquiries. That is, those that all your competitors use. Therefore, the cost per click will be very high. What happens if we use request masks?
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In the wholesale of any product, markers are: wholesale, price, distributor, dealer, supplier, customs, customs clearance, markup, retail. These words are the first part of the markers. The second is the names of brands of bags: Bvlgary, A. Valentino. By multiplying these queries among ourselves, we reach the audience of visitors who are interested in selling bags in bulk.
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Yandex.Audience: even more from YAN
Segment from Yandex. Metrics
Internet shop of women's bags. We segment bags by color, set up retargeting so that every buyer of a brown bag, for example, 20 days after the purchase, sees an ad “Brown gloves will match your bag.”
- You can find an audience similar to your customer base. This targeting is powered by Crypto Technology. The technology analyzes each of the 1000 clients and finds patterns, patterns in behavior: what sites they visit, what their interests are. And then, of all Yandex users, it tries to find the same ones.
- Or find an audience similar to your website visitors
Mobile ID targeting
This is suitable for those who have mobile app, for example, for regular guests. Your IT specialists can find out the ID of the mobile devices from which your application was installed. You upload a list of these IDs to Yandex.Audience, and Yandex can:
- show ads to these users
- find similar users and show ads to them
Hyperlocal targeting
- Located in this location now
- Stay at this location regularly.
- Were here N days for a certain period
We can both turn off impressions for unwanted audiences, and raise rates for the audience that is most interesting to us.
Case.
The clinic found that the visitors to their site are both male and female. However, women make an appointment in 90% of cases. After all, it is women who most often take care of the health of the family and make such decisions. That is, men clicked on ads, spent the budget, but did not buy. And the female audience converted many times better. This is exactly the case when you need to completely exclude men from showing ads using bid adjustments. Or lower rates on them, reducing budget spending.
Banks have access to information about people who have bad credit. In order not to show loan advertisements to such people, the database of “bad” borrowers was uploaded to Yandex. Audiences and set the bid "0" in front of this audience.
Using Callibri to set up YAN
Case.
The tour operator "Lucky case" ordered the setting of contextual advertising. There were few sales. We started to figure out why. It turned out that there were a lot of advertising calls. Several calls from the office were listened to with the head of the company together.
Client: Hello, we have a company of 12 people, we are interested in a New Year's trip to Deer Streams.
Manager: Have you already decided on the dates and type of rooms?
Client: No
Manager: Call when you decide.
And this was not an isolated case. We calculated: as a result, managers "leaked" sales for a total amount of 400 thousand rubles.
Also, using Callibri, you can analyze search queries for which there were conversions. In you see the request for which there was a conversion 
Typically, search advertising campaigns use a one-keyword-one-ad approach. Thus, it turns out to create ad texts that best match the query potential client. What should be done with campaigns created for impressions in YAN, where there are no search queries? Let's clarify that we are talking about YAN campaigns based on thematic (rather than 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 the syntax (quotes, exclamation mark, + sign) in phrases 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 we are talking about finding tours from St. Petersburg.
As we can see, there is no single rule by which the semantic core for YAN is formed - requests (key phrases) for setting up an advertising campaign - does not exist. Each specific case, each individual 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 ads are shown in YAN, the content of the site is analyzed for compliance with the given 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 fit perfectly. To collect HF and MF requests, it is very convenient to use the Yandex.Wordstat service, and be sure to pay attention to the right column as well. If before creating a campaign for YAN you managed to prepare a campaign for search, 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 divide the semantic core into several thematic groups. For example, bathroom refurbishment services may include plumbing, pipe replacement, tiling, 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 the name of individual services and write different ads for them that are as relevant as possible to the topic.
The approach to choosing key phrases for YAN is fundamentally different from that for Yandex.Direct search. It is extremely important to start collecting keys with preliminary analysis target audience and drawing up a portrait of a potential buyer. Why and why?
If some request seems controversial to you, check it through Wordstat - how much the interests of users in the issue coincide with the offer.
After that, work with the keys to add negative words, but you need to do this very carefully, since wrong actions can cut off most target audience. To do this, we will use Direct's Budget Forecast (https://direct.yandex.ru/registered/main.pl?cmd=advancedForecast).
In the window, enter the first key phrase from the HF list and click "calculate".
In the pop-up window, we look through the nested phrases and explicitly (!) mark non-target ones in the checkbox. As a result, a minus word is added to the original key and it will not be shown for this query.
We copy the received from the line and return it back to Excel. Do not add more than 2-3 negative words in one key, otherwise you will significantly reduce the audience of potential buyers by making the wrong decision.
Next, you need to remove the “+” sign before the stop words in all keywords where it is present. To do this, in the upper right corner of the Excel file, click “find and select” - “replace”, write “+” in the upper field, and leave the bottom blank, “replace all” and the pluses will be deleted.
On this HF page is ready. 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 reach of the audience, I did everything just for an example, without working through the phrases properly.
We do the whole operation with a group of the remaining mid-frequency and low-frequency queries up to 50 per month, moving the data to a new page. When viewing the list and deleting non-target keys, transfer related keys that come across to the appropriate page.
After sorting the column by the number of words in the phrase, we leave only those that have no more than 4 words, and delete the rest, since they will only slow down the campaign due to a bad response.
For MF and LF keys, you should not add negative words at all, but they must be grouped according to semantic or some other criteria for individual audience segments.
This can be, depending on the offer, the word “male” for targeting by gender, “rubber” for the material of manufacture, “Moscow” for geographic affiliation, etc.
For example, I see the word "buy" in the list - these are hot requests and it is worth combining them into one group. I won’t describe how to do this in Excel, if you don’t know, look for the information yourself.
Thus, we distribute all the MF and LF keys on the page as separate ready-made bundles for setting up ads on them.
YAN target keywords are collected, repeat process #1 with near-topic (related) queries on a separate page, without grouping them into groups yet.
In the next article, we will look at what goals are needed for and group them by type of conversion.
Hello friends!
I decided to enlighten you a little and tell you about how YAN works in Yandex.Direct on this moment and what phrases are needed for effective work campaigns. In general, the theme of the advertising network is very popular and is overgrown with a large number of myths, fairy tales and tales. Hence, accordingly, different approaches to setting up a campaign: some do it this way, others do it in a completely different way. A beginner in such a fuss to find some specific solution pretty hard.
How does RSS work?
Yandex.Direct is a system with its own specific algorithms, formulas, and other “tricky things”. There's a place here modern developments in the field of IT, which are actively used by the system. We can safely say that the YAN uses machine learning technology.
This is where the campaign setup method based on high-frequency keywords came from. In Lesson 11, I talk about this:
Keywords must have at least 200 impressions per month! This is necessary for a larger audience coverage.
Thanks to machine learning, the system understands the subject of the advertised product based on key phrases and selects for display the audience that would be interested in it. And it covers not only the target audience, but also “similar” (who else would be interested in our product).
However, it should be understood that not only our “keys” are used for this, but also data from other sources. Now I will explain.
There is such a term - Big DATA - unstructured data of huge volumes. Data about everything in the world: about you and me, about our interests, about our field of activity and about everything else that surrounds us. Large corporations (including Yandex) have learned how to collect Big DATA, how to analyze and use it to achieve business goals.
This data is collected from different sources. As an example, the Yandex.Metrica counter that everyone installs for free on their sites, they get good functionality of the analytics system (which, by the way, could be paid), in return they transfer data about visitors to Yandex: geography, demographics, behavior, interests, and so on. Then all this is used to develop advertising technologies, create new products, improve the algorithms of the search engine and the operation of advertising services, which results in a very good profit. Naturally, one metric is not enough here, but that's a completely different story.
In general, everything that we do on the Internet, everything that we are interested in is used. Used to improve the effectiveness of advertising systems - the main source of income search engines. You probably noticed this garbage - you went to a site about building houses, then you went to Gismeteo and you are shown ads for house building companies, or some related product. Noticed? I see this often.
Do not discount thematic targeting - this is when ads for bricks are shown on a construction site. This was once the main method of working with the audience in advertising networks, is now receding into the background. Still, the behavioral shows itself much better.
Conclusion: as soon as the picture about you is formed, the system will start to catch up with advertising that is potentially interesting to you. You will naturally click on it and possibly purchase the product. It works like this.
More about keys
If you have ever assembled a semantic core for contextual advertising, then you know that out of the total number of high-frequency requests, 10-20 percent remain. Somewhere more, somewhere less, and somewhere there are 1-2 of them at all. And these 10-20% are enough for the YAN campaign to work effectively. The guys from Yandex confirm this.
And the thing is that high-frequency queries help the system reach as many audiences as possible to display ads, the main thing is that they be targeted (this is the most important thing). Any refinement of the list, the addition of more precise phrases may cause a failure in the campaign. Here is an example — this is how the campaign with high-frequency users worked before adding new phrases:
Everything is stable: impressions, clicks, cost per click, and expenses. And then I decided to add a dozen phrases, and the phrases were hot. I thought that it would give an effect in the form of an increase in conversions, but it turned out to be quite the opposite: 
As you can see, the campaign started to work unstable (yes, there were weekends), but on weekdays the picture didn’t get any better. Plus, the applications have practically stopped. I had to, as they say, “back up” back to the initial version and increase the bid so that the campaign gained momentum faster.
As a result, the rollback gave its result: the campaign began to work stably, bringing applications / calls.
- Tweets in YAN work fine;
- Any clarification, addition to the list of phrases gives either the opposite effect, or none at all;
- In which case, roll back to get the campaign back on track.
That's all for me, dear friends!
Goodbye!
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