detailed instructions how to quickly and easily collect keywords for contextual advertising.

Contextual advertising is ads on the search results page that the user sees by entering a specific search query. These ads respond to his request and are placed at the top and bottom of the page - both in Yandex and Google.

This is an effective promotion tool that brings a business quick sales, helps to make the brand more known and attracts warm and hot traffic to your site. Contextual advertising works provided that the campaign is set up correctly and the right keywords are selected.

Keywords are phrases that a potential client uses to search for your products and services. And, of course, the advertiser's task is to show their ads in the advertising results of search engines for these queries.

The first step in launching any advertising campaign is just collection of keywords. You can approach this process in different ways. Someone spends months to collect as many keys as possible, and does it manually. Someone uses automated services.

The latter greatly facilitate the work of collecting semantics and save a lot of time. But do not blindly rely only on programs and think that smart scripts will do everything for you. You will still have to work with your hands and head, but many times less.

Today we will tell you how to collect keywords for contextual advertising using free Click.ru service.

From the very beginning, let's understand a little about the theory: what keys exist, which ones you need to collect and why.

How to choose effective keywords

What is the basic principle of contextual advertising?

User:

• Enters a search term.
• He sees several ads in the search results that match his search query.
• Follows the link in the most attractive ad.
• Orders a product or service that is presented on landing page(the one where he got by clicking on the link).

For the scheme to work and you really get a high percentage of conversion, you need to meet several conditions:

• choose the right keywords - those for which users are searching for your product. They are looking not just to read about what it is, but precisely with the aim of buying it;
• the subject and content of the ad must meet the user's request. And also - contain a tempting offer, USP, which is no longer in other announcements;
• the page that the user lands on must contain the answer to the user's search query and match your ad.

Bundle " Query - Ad - Landing Page» should work in a complex and convey your offer to the target audience. Then contextual advertising will bring results.

But it all starts with keywords. It is the selection search queries, which are used to create an advertising campaign, is the key to its success.

What does the advertiser pay for? For a user clicking on your ad, for clicking on a link. Thus, the primary task is to make sure that the link is as cheap as possible, and the answer to the search query is as relevant as possible.

What keywords exist

In every niche, there are keywords that most advertisers use - these are hot, high-frequency keywords. For example, "order a pizza". This query is most often entered by potential customers in the niche of fast food and fast food delivery. Of course, everyone who cooks and delivers pizza wants to show their ad for such a keyword. As a result, the auction heats up, and the CPC for such a keyword is very high.

At the same time, there are keys that are entered less often - medium and low frequencies. Clicks on such requests are much cheaper, however, and their number is significantly reduced. But if you collect more of these keys, you can get the right amount of traffic at an affordable price.

Therefore, it is important to find keywords that would be inexpensive and at the same time provide a high CTR (click through rate) due to the exact match to the interests of the user.

The main factors for selecting keywords for contextual advertising

1. Click price. Low-frequency keys are cheaper than high-frequency ones, but high-frequency ones are more effective. Therefore, it makes sense to collect different types of keys, but it all depends on the niche.
2. Clickability. We need to choose keys that will provide maximum amount clicks on the ad due to the high relevance of the user's needs - as a rule, these are low-frequency keywords.
3. Key conversion- how many conversions you can get using this request. No one will give you an exact answer. But Google Keyword Planner will tell you the approximate number of conversions based on your budget.
4. Avoid negative keywords. - these are the words and phrases for which the display of your ad is undesirable. For example, by choosing the "kitchen" key to display ads, you can attract to the site those who simply love the TV series of the same name and want to watch funny pictures. To prevent this from happening, you need to add “TV series”, “show”, “comedy” to the negative keywords. There are words that need to be added “by default”: “download”, “abstract”, “free”, “do it yourself”, “movie” and the like.

How to collect keywords?

There are two ways to collect keywords for contextual advertising - manually or using automated services.

Each search engine offers its own keyword selection services. In Yandex it's Wordstat, in Google it's Keyword Planner.

Where you decide to advance - in that service it is best to collect keywords. But this will require a lot of routine manual work from you. You need to initially make a list of the main queries that characterize your product best. Then, based on these requests (masks), collect the rest. It takes a lot of time, requires perseverance and care.

It is much easier to collect keys using automated services. One of these, designed to make your work easier, is .

Let's see how it can help you quickly gather keywords for your advertising campaign..

Selection of keywords for Yandex.Direct and Google AdWords (Ads) in the Click.ru interface

Сlick.ru – free service, which will help you quickly collect keywords for contextual advertising, compose relevant ads and manage your campaigns.

Registration takes just two minutes, after which you can immediately start working.

By default, you get into the so-called Master account, from which user accounts are managed. There may be several.

You can add keywords to campaigns from the user account. To go to it, click on the "Go" button:

Then go to the "Media Planning" tab. This is where you can start working with keywords.

First you will need to fill in the data in a simple form:

You need to add the address of the site that will be advertised, select the system - Yandex or Google (or both at once), set the promotion geography - in which countries or regions you are going to promote.

"Automatic correction of phrases with negative keywords"conducts a cross-backing of words (automatically, of course) while they are added to the media plan. This feature will save you a lot of headaches and save you a lot of time.

"Automatic fixation of stop words"will place the "+" operator, thereby forcing search engines consider suggestions. Without this operator, search engines do not take into account prepositions. As a result, they read the keyword “buy an apartment in Odessa” as “buy an apartment in Odessa”, and for us these are already two different keys!

There are two modes of keyword selection in Click.ru: manual and automatic.

AT manual mode you just type in keywords. The service will tell you the approximate cost per click, the price charged, predict CTR and budget. You will only have to "Add to the media plan" those words that suit you:

Manual work can take an unreasonably long time. The way out is to use automatic selection.

Automatic selection of keywords in Click.ru is carried out:

• based on the content of the site;
• based on competitor analysis;
• using the statistics counters that are installed on your site.

Automatic word selection is very easy to start. After you have filled out the form (indicated the site address and everything else), you need to click the "Start a new selection" button.

This way you start automaticselection of words based on the content of your site- it is enabled by default:

The robot will immediately begin to analyze the content of your site. As a result of the analysis, he will select and offer you about 100 key phrases.
But looking back at the contents of only your site is short-sighted. It also doesn't hurt to parse thosekeywords that competitors rank for.

To do this, Click.ru has a separate function:

The system itself will offer you a list of competitors. You can add sites you are interested in and / or remove inappropriate ones. You can even find competitors on your own in the search results by entering the keywords of interest and analyzing the ads.

Click.ru will collect competitor keywords. You can view them by clicking on the "Show Competitor Words" button:

The third choice of keywords iswords from statistics counters.

To work with this function, you must have one of the counters on your site: Google Analytics, Liveinternet or Yandex.Metrica. Based on the site statistics collected over several months, the system will offer an optimal list of search queries that users used to go to your site. To collect keys using statistics counters, you need to provide the system with access to them. Select the function "Words from statistics counters" and click "Connect":

The system will request access:

Specify the required counter and click "Give access". You will be transferred to your Yandex account, where you need to allow the Click.ru application to receive data:

As a result, you will see a table with a list of words that users used to visit your site. There will also be data on the number of conversions for each key request, the percentage of bounces, the depth of views, time on the site. Based on this data, you can choose the most effective keywords and add them to your media plan.

How to analyze the received data and choose words for an advertising campaign

The service did the main work for you - it collected and displayed key queries in the table. Now analyze the collected data.

Each list contains:

• keyword frequency according to Yandex Wordstat;
• approximate cost per click;
• conversion forecast;
• budget forecast;
• amount to be debited.

To decide whether to add a word to the media plan or not, open and view the position forecast, click on the position name next to the selected key, and you will see detailed information:

Make this job easier by clicking on the column heading and selecting the same position for all words (for example, if it is important for you to be in the first place).

If the word suits you, mark it with a tick.

For convenience, use filters. You can filter requests by any parameter or word.

Then transfer all the marked words to the media plan or add them to the manual selection. In manual selection, you can break requests into low-frequency ones.

After adding words to the media plan, add negative keywords by clicking on the minus icon next to the selected query.

A window will open in front of you, in which the system will offer options for phrases with highlighted negative keywords. Check the box next to the phrases for which you don't want to be shown:

As an example, consider a campaign for a site selling granite tiles. In this case, concrete tiles or crumb tiles will not be sold. Visitors who can come to the site for these queries will be non-targeted. Someone who is looking for thickness does not intend to buy - he is just interested (maybe a student is looking for data for a term paper). Therefore, we minus these words.

That's not all. The Click.ru service has a tool that will help you automatically adjust positions to the budget you need or the required number of clicks:

By clicking on the "Fit to budget" button, you can set the desired amount or number of transitions. Moreover, you can do this both for all words, and for separately selected ones:

Once you have finished working with keywords, you can upload the data to an Excel file or create ads by clicking on the appropriate button:

Conclusion

Collection of semantics is an important stage in the preparation of an advertising campaign. You can select keywords for contextual advertising manually using the Google Keyword Planner or Wordstat from Yandex. But it will require a lot of strength and patience from you. It will take at least a couple of weeks to prepare even a small campaign.

It is much easier to use Click.ru - it will save you a lot of time by quickly collecting a pool of keywords based on the content of the site, competitor sites or statistics counters. It remains only to analyze and select the most "tasty" and interesting keys for you.

Another Click.ru tool, a keyword clusterer, will help organize the collected semantics. Read about how to work with him.

Get the maximum reward* in the first month of working with Click.ru - use the promo code key.

*Offer valid for members affiliate program. Terms of the affiliate program and requirements for participants.

July 19, 2013

Goal 1. Selling specific products

When choosing words for searching, when solving the first task, we rely on the presented range of products on the client's website or on the price list.

When selecting keywords, it is very important to use the structure of breaking phrases into groups. The enumeration of words occurs from words narrow in meaning to broader ones. Let's consider the online store of Sony VAIO laptops. First you need to go through queries with specific product models, then series, after that - all words with the Sony VAIO brand in different spellings (English, Russian and do not forget about the incorrect layout and incorrect spellings of the brand). After that, you need to take queries that are broader in meaning with the words laptop, notebook and others. Such requests should be divided into types: thin, light, small, powerful, etc. Also make groups of words with selling additives (buy, buy, sell, choose, etc.).

1) Selection of models Often, when we are looking for a specific product and are interested in buying it, we immediately request a specific product model in the search engine, for example, VGN-AW11ZR, then the keywords for model range Sony VAIO laptops may look like this:

2) Selection of series
If a potential buyer has not decided on a specific laptop model, then he can request a series (Sony VAIO VGN), in this case, the requests may look like this:

Be sure to "minus" all the words that were sorted out in the model queries. This is done so that each request has its own ads, which will increase the click-through rate (CTR) on the ad and thereby reduce the bid. In our example, from queries with the keyword vgn all model queries are subtracted "-aw11zr -cr31sr", since they were taken earlier and are cross-referenced with respect to requests "vgn vaio laptop", "vgn vaio", "vgn laptop" etc. Let's take a closer look. We have already taken the model request "vgnaw11zr", then we take a query with a VGN series, if from the query « vgn vaio laptop we will not subtract the request cross with it "aw11zr", then on the request entered by the user "laptop vaio vgn aw11zr" the ad will appear either on request "vgnaw11zr", or vgn vaio laptop. This will depend on the product of the bid and the CTR (click through rate on the ad), which is not true, since for specific model it is better to show an ad with a link to the product that the user is requesting. Due to this, the probability of conversion from clicks to sales increases. For a better understanding, let's illustrate given example. If we represent queries in the form of sets, then the query " vaio vgn aw11zr laptop will be the intersection of two sets: "vgnaw11zr" and vgn vaio laptop, since it combines both of these queries.

Rice. 1 Case when from query vgn vaio laptop we do not subtract request "aw11zr"

Rice. 2 The case when from a query vgn vaio laptop we subtract request "aw11zr"

When taking into account cross queries, it is important to build the selection logic: queries with a broader concept (value) should be subtracted from narrower ones. If requests have the same priority, then it does not matter which request we subtract from which, so you can not subtract at all.

Further, if the client's budget allows, then the list of requests can be expanded with such keywords as: sony notebook, sony laptop, not forgetting to take into account cross and negative keywords (garbage). You can also take such broad words as "notebook", "notebook" etc. But it is desirable to break them into smaller queries, which will be much more efficient. For example, it is worth adding supplements selling to broad queries: shop, buy, sale, choice, and many others.

Features of compiling a list of requests for the Begun system

1. Removing a key phrase in case a broader phrase exists in our selection. For example, for

Sergei Lukoshkin

08/27/2015 | | 0 comments

Gone are the days of starting a search campaign in Google Adwords or Yandex.Direct was easy and simple. Today, the increasing competition in the search advertising market requires more and more attention to nuances and details. At the same time, keywords were and remain the main success factor.

However, our experience shows that both direct advertisers and advertising agencies still make a lot of mistakes when working with keywords. Surprisingly, most of these errors are of a general nature and are fairly easy to fix, while their presence leads to significant financial costs and, of course, reduces the effectiveness of advertising.

To save you from such unpleasant consequences, here are five top mistakes to avoid when starting or managing a search advertising campaign.

1. Too general keywords

This is perhaps the most common mistake. Often, the advertiser or agency selects keywords that are too general. For example, in an advertisement for a company that sells rolled metal, the keyword "rolled metal" is used, and in an advertisement for a company that supplies furniture, the phrase "Italian furniture" is used.

On the one hand, these are quite appropriate words, but on the other hand, they are completely devoid of even minimal specifics. After all, what is a user looking for who types the phrase “Italian furniture” in a search engine? Perhaps he really wants to buy such furniture and is looking for a suitable seller. But with the same degree of probability, he can look for, say, photographs of Italian furniture or study its design or the technology used in its production. Or perhaps he is just curious to see what Italian furniture is and what it is like. In other words, the mass of people have thousands of reasons to dial similar request in the search engine. And, of course, all these users will see your ad if you use such a phrase as a keyword. And, of course, many of them will click on the ad and go to your site. However, they won't make any purchase, and you'll pay for all the clicks!

How right?

Is the game worth the candle? Of course not. To avoid waste, you need to abandon the use of general keywords in advertising in favor of more specific queries. For example, the phrase "Italian furniture" should be replaced with more specific options: "Italian furniture to buy", "Italian furniture from a warehouse", "Italian furniture sale", "Italian furniture Moscow", etc. Requests of this type will reduce the number of "empty" clicks and increase the number of buyers.

2. Limiting keywords to those used on the landing page

As you know, advertising works better if the advertising campaign and related advertisements use the keywords that are on the landing page of the site. Therefore, many advertisers and agencies try to select keywords for the customer from among those that are on the landing page. However, it is often just them that everything is limited to. As a result, a very small list of words can be used in an ad, and this significantly reduces the number of ad impressions and, consequently, clicks. Is it any wonder then that search advertising does not bring results?

How right?

Keywords that are on the landing page of the site should be used as starting point to find new ones. To do this, each keyword can be “driven” through keyword selection tools, such as the Yandex Word Selection Tool and Google Keyword Planner. Just paste each word into the tool and see what options it offers.

3. Ignoring close variations of keywords

If you follow the instructions described in the previous section, you can select a fairly large number of keywords for an advertising campaign. However, advertisers often tend to only list keywords that contain precise wording and appear on the landing page.

For example, if a campaign is launched to sell red shoes, then only those that contain the original phrase will be included in the keyword list: “red shoes”, “red shoes buy”, “red shoes with heels”, “red shoes shop”. And this is not the best strategy, because potential buyers can search for a product using a lot of other options, and all these people will not see your advertisements.

How right?

It is necessary to expand the list of keywords with close options, for example, “shoes for a red dress”, “red pumps”, “burgundy shoes”. Moreover, if such words are not on the landing page, it makes sense to add them there, and in some cases even create a new page.

4. No Negative Keywords Setting

This is the biggest mistake, because it is precisely: negative keywords that allow you to avoid showing ads for queries that are not related to the purchase. And there can be many such requests. We are often approached by entrepreneurs who complain that the advertising campaign budget "flies out" in a day, and in most cases this is due to the fact that these same negative keywords are not configured.

For example, when placing ads for the word “metalworking”, you can get a lot of clicks on the queries “metalworking photo”, “metalworking video”, “metalworking abstract”, “metalworking work”, etc. People who type such queries very often click on advertisements, but none of them is going to order the relevant product or service - they are looking for something completely different. As a result, these clicks will be "empty", and the money will be spent in vain.

How right?

1. At the campaign start stage, you need to foresee and add to the list as many negative keywords as possible (they are quite easy to detect when selecting keywords).
2. After the launch of the campaign, you should monitor search queries in order to replenish this list.

5. Lack of keyword grouping

Another common mistake when planning and launching search advertising campaigns is to lump all the words into one ad group. In this case, the advertiser creates one or two advertisements and links to them all the keywords that he could find.

The problem with this practice is that keywords can be very different, and for the success of an ad, it is important that the keyword matches the search query as closely as possible and, most importantly, that it is contained in the title or text of the ad. In this case, the search engine will consider the ad relevant and will show it more often than competitors' ads, and also at a lower cost per click.

If all the keywords are lumped together and one ad is shown for them, then most likely the ad spend will be high and the number of clicks will be low.

How right?

After selecting keywords, they should be grouped in terms of the similarity of search queries and for each group a separate ad should be created, in the title or text of which the keyword will be used. Advanced advertisers can enhance the effect by using ads with so-called dynamic inserts (replacing the headline or ad text with a keyword).

Eliminating these five mistakes alone will take your advertising campaign to a whole new level. Well, if you doubt that you can follow our recommendations correctly, or want to check your advertising strategy for other shortcomings, please contact us - we will definitely help you with advice and deed!

We have released a new book "Content Marketing in in social networks: How to get into the head of subscribers and fall in love with your brand.

The correct selection of Yandex.Direct keywords is the key to successful and profitable advertising that brings high-quality traffic and, as a result, profit. How to choose the right "keys"? What is a "minus phrase"? And what is the difference between manual selection of words and automatic selection? We'll tell you in the article.

How contextual advertising keywords are grouped

A keyword (phrase) is a query by which the system finds the necessary data and shows them in the search results..

Key phrases allow you to briefly describe the activity of the page and bring to the site target customers who will definitely be interested in the advertised objects. All words are grouped according to three criteria:

• frequency;
• temperature
• number of words.

Each of them affects the quality and quantity of traffic, as well as the success of an advertising campaign.

Frequency

Each search query corresponds to a certain frequency, for example, the key "Dog food" has an indicator of 328,951 views per month. This means that 328,951 users entered this query into the system and searched for something with this phrase. There are keys with fewer impressions, up to one.

So, requests can be divided into three groups according to the number of impressions:

• low-frequency - from 1 to 500;
• mid-frequency - from 501 to 2000;
• high-frequency - from 2001.

As for traffic, the indicators vary depending on the frequency:

• high-frequency - a large amount of low-quality traffic;
• mid-frequency - the optimal amount of traffic good quality. (It is midrange queries that are used by most Yandex.Direct advertisers);
• low-frequency - a low amount of traffic of the highest quality.

Temperature

However, it is not worth judging the value of a key based only on the number of requests. There is another factor that indicates the likelihood of a purchase - "temperature".

hot keys. These are words that speak of a high probability of buying. Such requests are accompanied by selling prefixes: “price”, “order”, “buy”, etc.

For example, let's take our query "dog food". It will become hot in the following combinations:

• dog food cheap;
• dog food price;
• buy dog ​​food.

Why does the likelihood of buying food increase? It's simple: following such a request, a person has already set a goal - to buy a product, which means that when he gets to an advertisement with the appropriate key, he will be able to find what he is looking for.

warm keys. These are some indicator words that check a potential client, find out details about him and his preferences. . For example:

• dog food in St. Petersburg;
• where to buy premium dog food;
• how much does dog food cost.

Here, the person has not yet decided whether to buy food for him or not. However, he is interested, which means that advertising with a similar key will allow you to direct the user and turn the usual interest into a purchase.

The selection of keywords for Yandex.Direct is mainly based on warm queries that provide the advertiser with useful traffic.

cold keys. Simple phrases without target prefixes. These are queries with a low probability of purchase, and it may seem that their use is inappropriate. But it's not. The fact is that such keywords have the highest frequency, which means they attract more users who see ads and go to the site.

• dog food;
• shepherd food;
• premium dog food.

Number of words

• basic queries (a two-word phrase that clearly explains the essence of advertising);
• nested queries (basic keys, supplemented with qualifying words).

Let's assume that you are selling smartphones, in which case the queries will be considered basic:

• buy a smartphone;
• smartphone Voronezh;
• phone is new, etc.

Subqueries:

• smartphone buy cheap online store;
• smartphone with a discount Voronezh;
• iPhone X with delivery in Moscow, etc.

Selection of words for contextual advertising

This is a painstaking procedure that requires maximum concentration on details. One missed request can spoil the entire advertising campaign, but, on the contrary, careful study will allow you to achieve your goals.

Process features:

1. Search queries must reflect the subject of the ad.
2. The case of letters and the order of writing words in the key do not matter.
3. The total maximum number of characters in a request cannot exceed 4096 characters.
4. Particular attention should be paid to synonyms by which the client can search for the necessary product (For example: food - treats - food, etc.)

Finally, we come to the most interesting part of the article - the description of the selection of words for Yandex.Direct. Conventionally, the process can be divided into manual and automatic. Let's consider each of them.

Manual selection of words Yandex.Direct

Options for selecting search queries without the use of special programs have two undeniable advantages. The first is efficiency, and the second is that you do not have to pay for the selection process itself. Of course, you will need to spend an invaluable resource - time, but the result is worth it.

We will tell you how to quickly type about 100 key phrases for Yandex.Direct using a table. We used Excel.

Action algorithm:

Attention! The location should only be specified if required by the business area. For example, a regional online store or a delivery service.

Now you have a ready-made scheme, by combining the words in which you will get the initial mass of queries.

Another manual way to find words for advertising is to work out basic phrases in the keyword selection service for Yandex.Direct. This is the most common and reliable option that will allow you to receive high-quality traffic.

The algorithm of work in Wordstat:

1. Go to the site https://wordstat.yandex.ru and enter the base key in the selection line.

First of all, you will need a set of keywords that characterizes the essence of advertising as much as possible. For example, the key "dog food" is basic, based on it we will consider the work process.

2. You will see a list of queries that users use in alliance with the given key. Your task is to choose the most suitable phrases in terms of meaning and quality.

We have identified the best requests in our opinion, which will bring profit to the store.

3. Next, you can click on any selected key and you will see a list of "hot" phrases that can be used in advertising. The action must be done for each, in your opinion, high-quality key.

We clicked on the key “buy dog ​​food” and got the following list:

This type of selection of key queries requires a significant amount of time, and when developing queries, it is important to rely on the specifics of the business and the needs of customers.

Automatic word selection

For those who want to save time, and maybe nerves, developed special programs- parsers that allow you to quickly and effortlessly select the best keywords for an advertising campaign.

The scheme of operation of all services consists in the automatic processing of the basic phrase. Your task is to specify the required request and set the settings, the rest of the process takes place without user intervention.

Most popular program for picking keys is the KeyCollector. This is a paid parser, however, its functions ensure the selection of the highest quality key phrases, which you just have to choose from the list of suggested ones and include them in the advertising text.

Important! If the keywords in the collection intersect, you need to add negative keywords to them. What it is? Let's consider further.

Selection of negative phrases Yandex.Direct

Negative keywords – These are words that allow you to refine your search and show ads only to targeted consumers.

To better describe the term, here is an example:
You are launching an advertising campaign for an online store selling elite floor tiles. Your the target audience- These are wealthy people who are planning or are in the process of renovating. Their need is to buy high-quality, exclusive tiles. They are not interested in the market option that the neighbor has. Your advertising campaign is built on the phrase "buy tiles." And if you do not use negative keywords, then your ad will be seen by the keywords: buy cheap tiles; tiles are inexpensive; chocolate bar; tiles of the third grade. etc.

There are several benefits of negative keywords from this example:

• reduction of non-targeted transitions. For each transition you will pay, and forgetting to complete the list of stop words, you will have to pay for useless transitions that do not generate income;
• increase in click-through rate. This will result in a lower CPC.

That is why it is important not to forget about stop words. Consider a few simple options.

With the help of Wordstat

Who is suitable for excluding words using Wordstat:

• those who have a lot of free time to manually search and enter stop words;
• those who launch only one advertising campaign.

If the selection of negative keywords is necessary for several keywords at once, the process of working in Wordstat may be delayed.

Clarification

it fast way selection of negative keywords, which is done in Yandex.Direct itself. The big advantage of the method is that you don't have to look up the stop words yourself and decline them in your head. The system automatically calculates morphology and provides full list negative phrases.
To get started, you need to create an ad in Yandex.Direct, and then the system will prompt you to refine your search.

You can use the refinement function not only after creating an ad, but also in the "Budget Forecast" section. This is possible if you know at least an approximate set of stop words.In this case, you can more accurately calculate the budget and save on advertising.

For Campaign

Campaign stop words should take into account all ad groups and cut off non-targeted ad clicks.

You are creating a campaign for ceramic mugs, you must exclude metal, wood and earthenware. Even if they are presented in the catalog of your IM.

You can add negative keywords before your ad is presented to users.

In order to study the stop words, go to the "Single list of negative keywords" section.

For a group

This set of phrases will allow you to exclude inappropriate clicks on each specific ad.

You can add stop words in the "Group settings" section.

Or in the group editing functionality, if the stop words were not added before the launch of the advertising campaign.

For a key request

A big advantage of Yandex.Direct is that you can specify the key itself, this function is not available, for example, in Google.

We talked about how to choose the right words for advertising and found out what stop phrases are for. We hope that the information provided will help you create an effective AC and get the maximum profit after the first ad.

At a basic level.

What section of knowledge does the article cover:

Information collection → Strategy → Initial analytics setup → Keyword selection→ Keyword sorting → Ad development → Campaign development → Data analysis → Optimization → Scaling → Support

Topics we will cover: coverage map, multiplication, parsing, wordstat.yandex.ru

You may have noticed that there are 3 more points before selecting key phrases for the site, since we still do not have materials on them, we will state them in the theses:

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

The article assumes that you already understand the concepts: wordstat, impressions, clicks, negative keywords, cross-backlink, keyword match types, word frequency, relevance. And if you do not understand, then you can find them on the Internet.

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

Theoretical block

We know what the key phrase in wordstat is, 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 that we entered in different declensions and numbers. You can also study the frequency of your request by regions and seasonality in the "By regions" and "History of requests" tabs.

Think of the keywords as segments of one infinite array, from which we want to extract 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 "math 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 where am I going? We will take all incoming phrase requests for manual sorting "math summer school" and "math school", a "school" we won’t take it, since we don’t want to sort 99% of queries in order to find 1% of ours.

The matrix is ​​needed as material for compiling key phrases (segments). It is not necessary to add to the matrix all the words that are possible. For example, we will not add the words "2016", "buy", "weather", since we do not take a segment for manual sorting "math summer school buy", it will already be contained in the segment "math summer school" as an incoming request. Experience is needed to orientate which words should be added to the matrix and which should not.

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

I cannot describe the whole process, since there are infinitely many nuances, but I can tell you the key points, following which you will move in the right direction.

1. We make 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 do not suit us. Along the way, we look for new keywords and replenish our matrix, but keep in mind that if you add a new good word, then it can be used in previous segments.
   

   
   How do you determine keywords, in other words, what are users looking for when they type in a particular query? Drive into Yandex and see search results, as a rule, the first positions contain exactly the information that is of interest to users.

   
2. You will say that the audience that introduces the "kids camp" might be interested in our offer, but no, potential clients in this segment no more than 5%, therefore, the cost of the client will be so high that we would not be able to compete with ordinary children's camps.
   
3. Since on request "camp" more than 70% irrelevant keywords, then we begin to truncate the audience by adding clarifications from other columns, for example, in the phrase "math camp" almost all internal queries are suitable for us, which means we add them to segments for further processing, we need to do this operation with each keyword, starting from the general "camp" and narrowing the segments to the private "children", "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 "Search" again to get the same list of keywords, but without the content of the negative keywords.
   

4. To avoid confusion, we take turns looking for and adding segments of keywords in a separate place to the right of the matrix, as in the template. Add negative keywords to each segment.
   

   Remember about the intersection of the segments, at this stage we need to conduct a cross-backing track between the segments.

   Thus, we get a coverage map, looking at it, we clearly understand which 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 py7.ru/tools/text/ service, but we need to understand it a bit.
   

   
   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 delete % (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 in turn, 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 keywords in them after generation.
   

   
   Keyword parsing - collecting incoming requests, similar to the fact that we will enter a keyword in the wordstat and copy all incoming requests.

   
   

   You may notice that near each group we have a column of “negative words”, where we manually transfer the words for cross-minus 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 have to manually filter and remove negative keywords
   • keycollector is undoubtedly the best, but the most difficult option

   We use wordstat.yandex.ru. We take each keyword from each group in turn, 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 the value of impressions per month 50

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

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