The order of words in the key phrase direct. Keyword operators Yandex Direct

Keyword match types are how closely a keyword phrase in an ad matches a user's query. Both contextual advertising services have them: Google Ads has four, and Yandex.Direct has one match type and six operators. In order for your ad to be seen by target users, you need to learn how to choose the right match types. Otherwise, part of the budget will go down the drain.

This material will help you understand how match types work for keywords and negative keywords in both advertising services.

Google Ads Keyword Match Types

To ensure that your ads are shown to targeted users when setting up a Google Ads campaign, you must specify the correct match types.

For keywords

In Google Ads, you can set broad match, phrase match, exact match for keywords, and apply a broad match modifier. The settings you choose will affect the reach of your advertising campaign.

Broad match.

This match type is specified in the default campaign settings. It does not limit your reach in any way - potential buyers will see your ad even if their keyword is misspelled or misspelled. The ad will be displayed even for a synonym of the keyword specified in the settings.

You can narrow your audience without changing your match type. Just use negative keywords. For example, specify in the settings-coat , -fur coats , if you cannot order such clothes in your online store.

Phrase matching.

With this type of match, users will see an ad if their query contains a keyword and related variants. The ad will appear if the request contains:

• additional words before and after the keyword;
• keywords with errors and/or typos;
• cognates;
• abbreviations and abbreviations.

But there are exceptions - the user will not see the advertisement if there are additional words between the components of the keyword.

When specifying phrase matches, remember that the service will calculate the bid for the keywords themselves, and not for their close and similar variants.

Thanks to phrase matching in the advertising campaign settings, you will understand exactly what queries users can use to search for your products. By setting up advertising specifically for these key phrases, you will increase CTR and reduce the risk of wasting your budget.

Exact match.

This is the narrowest type of match. Users will see ads configured in this way only if they indicate in the request a phrase that completely matches the keyword or is as similar as possible to it. Similar options are phrases that have the same meaning as the keyword, and queries with permutations of words.

The exact match of key phrases can be set in the ad settings or specified using square brackets - “[men's jackets]”.

Broad match modifier.

With these settings, you can refine your keywords. To install it, put a “+” sign in front of the desired word. In this case, the user’s query may contain other words before, after and between the components of the keyword.

The broad match modifier will help you find the most relevant queries and show ads to potential buyers specifically for them. CTR and conversion rate will increase over time. If you have extensive experience setting up contextual advertising, feel free to use the broad match modifier. If there is none, then you shouldn’t take the risk - your coverage will decrease, and you won’t immediately understand why this happened.

For negative words

You can also set match types for negative keywords. Using them, you can prevent ads from being shown to non-target users and, accordingly, save your advertising budget. Negative keywords have only three match types - broad, phrase and exact.

Broad match.

Broad match prevents ads from serving for any query that contains any part of the negative keyword in any order. These settings are set by default in Google Ads. However, if the request contains only part of the negative keyword, then the user will see the advertisement.

Phrase matching.

With these settings, users will not see the ad if their request contains all the components of the negative keyword in the given order. However, the request may contain other words.

Exact match.

With an exact match, users will not see advertising if their request contains all the negative keywords in the exact order specified in the Advertising Campaign settings.

In Yandex.Direct, you can display ads for additional relevant phrases - an analogue of broad match in Google Ads - and narrow your targeting using operators for keywords and negative keywords.

For keywords

Keywords in Yandex.Direct can only be specified as broad match. Set it at the stage of creating an advertising campaign in the “Special settings” block. Find the line “Additional relevant phrases” there and click on the “Edit” button.

In the window that opens, slide the switch to the “On” position and save the settings.

After such changes, users will see ads by entering keywords from your list or similar phrases that Yandex.Direct determines.

For precise targeting, use operators. There are six in total:

Remember that keywords work differently on the web and in search. For example, ads with the key phrase “tours to Bali” will be seen in the search by users who entered the queries “tours to Bali”, “last minute tours to Bali”, “buy tours to Bali”. Before displaying advertising on networks, Direct will take into account the themes of the sites and the interests of the user, and then “look” at the key phrase.

Conclusion

Not such a simple tool. By using incorrect match types or operators, you risk reducing the number of impressions and not receiving applications.

Do you use match types and operators? Tell us about your successes and failures in the comments.

To contextual advertising brought interested visitors to the site, it is not enough to choose keywords, it is important to use them correctly. One of the basic stages is selecting the appropriate type of match. In this article, I will tell you what types of keyword matches there are and how to work with them.

How do match types work in Google Ads?

This match type is designed for maximum coverage: ads will be shown for all possible search queries related to the keyword: misspelled phrases, different word forms, different word orders.

This type is advisable to use when you need to attract the maximum amount of traffic, or you are working with a very narrow topic. Learn more about working with broad match.

When using broad match for search campaigns, you need to choose your negative keywords carefully (I'll talk about this in more detail later).

Campaigns targeting the Display Network often use broad match keywords to avoid narrowing their reach.

By using a modifier, you can control which words appear in search queries. In this case, words can be in different word forms and with errors, and their order does not matter.

By default, you can't select this match type in your account or Google Ads Editor interface.

You need to select broad match and add a “+” sign to each word (use AutoCorrect for convenience). Please note that the keywords “+buy +gift” and “+gift +buy” are duplicates (“keys” in your account that compete with each other).

Before prepositions and conjunctions, the “+” sign can be omitted so that advertisements are shown both for phrases containing a preposition or conjunction, and without them.

The search algorithm is a set of mathematical equations that do not perceive human speech. In order to optimize the operation of artificial. intelligence, Yandex has reserved operator symbols that allow you to clarify the meaning and significance of the search phrase. It often happens that a person means one thing, but Yandex gives him something completely different. It is in such cases that operators will be needed to narrow down the search. They can also be combined with each other in various combinations to achieve maximum results. Mathematical symbols, punctuation marks, and hashtags are used as special characters.

How it works

Let's look at specific examples to understand how the tools work and simplify the optimization of an advertising campaign.

How to use the "+" plus operator

The search engine never pays attention to conjunctions or prepositions. Therefore the request in a beige sweatshirt Yandex.Wordstat recognizes as beige sweatshirt.

Accordingly, the user will be presented with sites that meet such queries as beige sweatshirts, sweatshirts with beige elements and so on. In order for Yandex not to ignore the preposition, it is necessary to use the operator symbol “+” in front of it without a space, together.

For example:

+ in a beige sweatshirt

The most popular example to demonstrate the work of the Yandex algorithm is keywords from foot to foot. This request provokes two conflicts at once:

1. Without using the “+” symbol, the machine will only consider legs leg.
2. Phrase legs leg– this is duplication, Yandex does not perceive it.

As you can see, without operators, Yandex removes the double word “leg” and takes into account only one

Therefore, if you do not enter an operator symbol before each key phrase, the final request will look to Yandex as simply legs. Therefore, to account for each word, it should look like this:

+from +legs +to +leg

How to use the "-" minus operator

It helps you ignore certain words. Especially in demand when working with high-frequency requests for Direct and YAN.

Let's assume that a company sells sundresses. We need to run an advertising campaign for summer models. If you use a simple request: a summer sundress, the output will include a lot of garbage and inappropriate keys. Using the “-” symbol will clear the output of unnecessary results. In this case, you need to enter into the search:

summer sundress - photo - internet - patterns

You can also use the “-” minus symbol when collecting the semantic core for Direct and YAN. Using the above-mentioned Yandex.Wordstat, there is an option to identify non-target queries and add the necessary keywords with a minus sign. This will provide a more reliable understanding of the target audience and will positively affect the effectiveness of YAN.

In a similar way, you can work with programs for selecting key phrases.

How to use the " " quote operator

The operator is used to consolidate a phrase and the number of keywords in it. Therefore, when displaying impressions, only the keyword phrase in quotation marks will be taken into account, as well as its various forms. This is convenient for monitoring competitors' Direct.

Using the same sundresses as an example, we can show how this operator works. The symbol allows you to completely exclude junk queries from the search results and view pure statistics of impressions of the searched phrase. This is convenient when you need to assess the demand for a specific product or service.

Thus, when working with Yandex.Wordstat, you can enclose the required expression or keyword in quotation marks and view the results for the required parameter, excluding unnecessary words using the operator.

Let's consider the mechanism of the operator's work. Let’s assume that there is a need to create an advertisement for Direct or YAN for the request “evening makeup.” Let's create a trial version and two types of campaigns. In the first, enter the key phrase without any symbols, and in the second, with quotes.

After the testing period, you can get a comparison report of these two groups, or rather the effectiveness of their advertising. As practice has shown, a precise request with an operator was as effective as a broad one. Thus, we can conclude that for YAN it is possible to create advertising campaigns based on high-frequency keys in the exact entry. However, this is not as profitable as using mid- and low-frequency queries.

It is worth using quotation marks wisely and carefully, since with their help it is possible to cut off too many potential impressions. It is better to resort to testing before deciding whether quotation marks are needed in this case or not.

How to use the "!" operator Exclamation point

This symbol fixes the word form of the keyword that it precedes.

+in!beige!sweatshirt

Then the campaign will be displayed in Yandex.Direct for the following queries:

man in a beige sweatshirt

woman in a beige sweatshirt

girl in a beige sweatshirt

And the following requests will be ignored:

where to buy a beige sweatshirt

classic beige sweatshirt

Another example:

How to use the () operator

This symbol is used to group two keywords into one expression using the “|” operator, which translates to “or”. Using this symbol reduces the number of requests to one, which is very convenient for planning a campaign in Direct or YAN.

Let's assume that you need to separate YAN requests regarding the color of a sweatshirt into a separate campaign. How can I do this using the specified operator?

Raw material:

Sweatshirt beige

Sweatshirt red

Sweatshirt fuchsia

By using the parenthesis character, you can reduce it all to one key:

Sweatshirt (beige|red|fuchsia)

Using the operator in question, you can reach the audience that enters the query “Sweatshirt” and specifies its color.

However, the operator has its own drawback - an inaccurate title that does not directly respond to the user's request. This is a big minus for Direct and YAN. If there were 6 keywords in the campaign, then 6 titles would be used, but this way you can only create one generalized title.

How to use the square brackets operator

Using a symbol helps to record the current order of the key phrase. The most obvious and well-known example showing the usefulness of using square brackets is an advertisement for train tickets. Typical situation: you need to come up with a relevant headline for a user who needs a boarding pass from Pskov to Krasnodar.

If you do not use the square brackets operator, then advertising in Direct and YAN will be shown in inappropriate queries. Suppose a user needs a ticket from Krasnodar to Pskov, and he will be shown our advertisement offering return tickets. This doesn't suit us. To fix this problem, you need to correctly format the key phrase in brackets: Train ticket [Pskov Krasnodar].

Another example:

How to use operators together

The operator symbols discussed above can be combined, achieving the most acceptable solution and fully realizing the tasks set for Direct and YAN.

Let's assume that we are selling sweatshirts with the symbols of a particular musical group. And we decided to attract buyers by asking for the name of the song of this group. And at the same time, it is necessary that impressions are carried out only for the key phrase “in a beige sweatshirt” in exactly this and no other way.

The first step is to use the square brackets operator. This way we will fix the order of words in the key. The word form can be secured with an exclamation mark, and the expression itself with quotation marks. It would also be a good idea to use a “+” before the preposition, but this is not required since we already have quotation marks.

So, the final form of the key phrase will be as follows:

“[+in!beige!sweatshirt]”

Only in this case can you receive impressions from requests in a beige sweatshirt and no others.

conclusions

Operators are a very useful tool, and their use makes life much easier when setting up an advertising campaign in YAN. Above we discussed the special characters proposed by Yandex.Direct for setting up key advertisements. However, using the parenthesis operator, for example, is not very desirable, since we only get one ad for different combinations of key phrases and cannot create more accurate, specific ads for each key request, this nuance should be taken into account. That is why such a special character is very rarely used.

To summarize, we can make the following recommendations for using Yandex Direct operators:

• Use negative keywords. They will help limit the range of display of our advertising for those requests that are not suitable for us or do not at all correspond to the subject of the ad.
• Consider the semantics of the request. It is worth paying attention to whether changing the form of key phrases or rearranging them can in any way influence the client's intentions.
• Be careful when using the parentheses operator or not use it at all if you plan to display an ad for a variety of queries.
• The quote operator is worth testing, and more than once, so as not to cut off too many impressions.

Using these recommendations, you can competently and accurately set up your search ad or YAN ad, getting the maximum benefit from it. You just have to take into account some nuances and use operators wisely, testing them first to make sure that everything is done correctly. Only with a competent approach can you achieve the desired result.

Hello friends. It's no secret to any of us that the sequence of words in the key phrase plays an important role, and sometimes not just important, but critical. Do you somehow check correct order words or do you leave it to logic and common sense? But very often our logic is wrong...

In short, using the usual Wordstat from Yandex, sometimes it is not enough to just know the specified frequency of the request. This is what I will talk about today. For some this will be a revelation, while others will say that they already knew everything.
One way or another, this is another very useful tool for your piggy bank.

So, let's go back to Yandex and the wordstat.yandex.ru service.

In our understanding (at least, in my understanding), the following operators operate when selecting queries and they work this way:

• “key query” – a key phrase in quotation marks – defines and limits the number of words in the query, but does not take into account their morphology. Cuts off the “long tail”.
• "!key!query" - a key phrase in quotation marks and with an exclamation mark before each word in the query - determines exactly the number of words in the query and the word form of these words. That is, how many times this particular key phrase was entered in the search.

In Yandex’s understanding, all this is presented somewhat differently:

• The query “key query” will find pages where there are two words in a row: first key, then the query in exactly this form.
• The query!key will find pages where the word key occurs only in this form with a capital or lowercase letter; request! Key - only with capital letters.

You can read more in detail and not only about this in the official Yandex help about query language.

Perhaps we SEOs can disagree with Yandex, especially regarding the word order determined by the query in quotation marks. Anyway.

Usually, when selecting queries for a site, we first parse wordstat, and then for the resulting list of queries, we clarify the frequency using the well-known programs KeyCollector or Slovoyeob. To clarify, the operators "" and "!" are used. - usually this is where the research of the request ends.

Let's look at cases when it is not worth stopping at simply clarifying the frequency. This is just an example to get an idea of ​​how dramatic things can get.

Let’s take the popular commercial request “rent an apartment”... Although, wait, wait a minute, maybe it’s still “rent an apartment”? How will be correct?

Yandex will tell us that for both “!rent!apartment” and for “!rent!apartment” the adjusted frequency is 17204. And according to your logic, which would be more correct?

UPD 07/12/2016 Friends, since the beginning of July 2016, after so many years, Yandex has added support for the operator - square brackets, which allows you to determine the exact order of words in a key phrase.
That is, now [rent an apartment] and [rent an apartment] are different requests in terms of frequency.

I specially removed the statistics under the cut to make it more interesting :)

[apartment for rent] - Level of competition: High - Number of requests per month: 210
[rent an apartment] - Level of competition: Average - Number of requests per month: 8,100 The difference is 38 times, however. Yes, and the issue is different: rent an apartment and rent an apartment

— Number of requests per month: 1600
[buy iphone] - Number of requests per month: 2400

[order rolls] - Number of requests per month: 110
[order rolls] - Number of requests per month: 590

What do you think is the best order to put the words mp3, free and download in a query?

— Number of requests per month: 4,400
[download mp3 for free] - Number of requests per month: 6,600
[download free mp3] - Number of requests per month: 3,600
— Number of requests per month: 140
[free download mp3] - Number of requests per month: 260

Okay, stop fooling around. I will answer your question – where do these numbers come from and what do they mean?
This is a keyword tool for Google AdWords– KEYWORD IDEAS.

The main thing is not to forget to select the Match Type by checking the [Exact] checkbox.

The Searches per Month column shows the number of searches per month for the keyword. For each keyword, our system shows the average number of searches over a 12-month period, based on selected locations, languages, and devices.

This will allow us to accurately determine the sequence of words in the request, as well as evaluate how big the difference is. But these figures are relevant for Google, and it seems to me that for Yandex there will be approximately the same proportions.

But there is another interesting question– if Yandex shows the same number for any sequence, then what does this number mean? It seems to me that this should be the sum of all requests in any order - that would be logical. What do you think?

That, in general, is all I wanted to tell you today, friends. I hope you found this helpful.
Stay in touch.

PS I also want to remind you about my memoirs– – If you haven’t read it, be sure to read it, you will learn a lot of interesting things. For those who have read, I inform you that I will try very hard to write the second part this week!

Many SEO specialists know that the method of collecting frequency from Yandex.Wordstat has one significant drawback - the lack of difference in the frequency of queries that have the same words, but in a different order. For example, even the exact match operator "!" gives the same frequency for the queries “online movies” and “online movies”:

But we know that this is actually not the case. There is a certain number of people who searched for “movies online”, and there is a certain number of people who searched for “online films”, and these numbers do not have to be equal at all.

How to find out the “true” frequency of a search query in Yandex?

Until recently, everything was not easy: optimizers had to resort to tricks to understand which word order in a query is more frequent. Here the frequency of keywords from Google AdWords and the most frequent word form given in the left column of Yandex.Wordstat came to the rescue, but all these methods were extremely far from ideal.

But quite recently everything has changed for the better: Yandex.Wordstat began to support the operator “” (square brackets), which previously existed only in Yandex.Direct! This operator, according to Yandex, “Allows you to fix the order of words in a search query.”

What does this mean in practice? Now, using this operator, we can finally find out the “true” frequency of any request in Yandex!

As you can see, the query “online movies” actually has a frequency 10 times lower than “online movies”!

And of course, this operator is now supported by our RUSH ANALYTICS service!

How to use it?

If this option is active, then all selected frequency types (except general) will take into account word order. That is, if you noted only the frequency of “keyword” (in quotes), then the frequency for the request “[keyword]” (in quotes) will be collected. And if you have marked 2 types of frequency: “in quotes” and “with an exclamation mark”, then both of these types of frequency will be collected with the new operator. In other words, when the checkbox is checked, the standard frequencies are replaced with similar ones, but taking into account the word order.

Attention! "General" frequency (broad match without all operators) is not supported with the new "Consider word order" option! When working with the new option, please select only the frequencies “” and “!”.