Collection of keywords online by paid and free methods. Selection of keywords for contextual advertising: detailed instructions for collecting semantics for Direct and Adwords Collecting keywords

In this guide, I will show you how set up Yandex Direct correctly in 2020 - independently and step by step. From choosing keywords to optimizing advertising campaigns.

The manual contains practical experience in setting up Yandex Direct for several years. This material is up-to-date and updated taking into account the innovations of Yandex.
This guide is a free training on Yandex Direct.

And in this article I will show you how to set up ads on search. We will show up here:

Article plan:

Introduction for beginners

In this section, I will tell about advertising in Yandex Direct, CPCs and basic terms. If you are not a beginner, you can safely skip this section.

About Yandex Direct, rates and basics

The essence of advertising in Yandex Direct is that a potential client is looking for a product / service, enters a request in Yandex like “turnkey apartment renovation”, sees a lot of ads and clicks on the ad, then goes to the site and possibly leaves a request:

If a person clicks on our ad, then our advertising budget is charged per click (not per impression).

Our task is as follows: compose competent ads + pick up queries + set everything up correctly.

CPCs are not fixed and are calculated in the order of the auction, CPCs depend mainly on: competition in the subject, competition in the region, clickability of the ad.

The higher the competition, the higher the cost per click. The higher the click-through rate (CTR), the lower the cost per click.

Required terms

  • CTR - ad click-through rate, expressed as a percentage, calculated by the formula: clicks / impressions * 100
  • Conversion or goal - a tracked action on the site, usually filling out an application on the site, is configured in Yandex Metrica
  • Yandex Metrica - an analytics system from Yandex for collecting statistics
  • Yandex Wordstat - a service from Yandex for viewing words

Selection of keywords for Yandex Direct

The algorithm is the following: create a mind map, collect basic keywords, then multiply the keywords and parse.

On the topic of apartment and premises renovation, I will show how you can collect keywords on the topic “apartment renovation”.

The main methods of selecting keywords for Yandex Direct:

  • Brainstorm
  • Synonyms
  • Yandex Wordstat
  • SEO issuance
  • AdWords Keyword Planner

Collection of masks (bases) for keywords

The first stage of collecting keywords is finding all possible combinations of words (masks) from our subject for further parsing.

This is most often a necessary step, as there are many combinations of keywords.

Example: the topic of apartment and premises renovation, people can search for the “repair” action itself as: renovation, decoration, renovation, Finishing work etc.

At the same time, people can search for the word “apartment” as: apartment, new building, studio, room, cottage, etc.

If we multiply actions with repair objects, we will already get 20 phrases:

List of received phrases

apartment renovation
renovation new building
repair studio
renovation of the premises
cottage renovation
finishing apartment
finishing new building
finishing studio
finishing room
finishing cottage
renovated apartment
renovation new building
renovation studio
renovation of the premises
renovated cottage
finishing work apartment
finishing work new building
finishing work studio
finishing work on the premises
finishing work cottage

[hide]

Yes, some of the words will have a very low frequency, but this is not important to us.

Open the service and create a mind map, click “New mind map”:

At first we outline semantic groups, the data is taken from the head. To create a child branch, click on the central blue button with the name of the map and press the Tab button. The first branch is the repair of what objects can be sought? The second branch is how people can still call repairs:

Next, fill in the words for each branch:

As you search for keywords, new semantic branches may appear - we must also add them.

Now I will show you 5 ways how you can search for new words for our mind map.

Method number 1. Using SEO

The bottom line: we are looking for our main query indicating “in Moscow”, for example, “renovation of apartments in Moscow” and browsing sites from the top of the search results.

We open several sites from the issue and look for keywords on the site that may suit us. Very often, a lot of keywords can be found in the “services” section or in the sitemap.

Adding a mind map.

In this way, you can view at least 5, at least 10 sites.

Method number 2. Using Wordstat - Similar Queries

We go to the site https://wordstat.yandex.ru/, enter our main query, for example, “repair of apartments price”, indicate the region MSC + MO, click the “Select” button. On the right there will be similar queries:

Here we look at what queries can be useful to us:

We write out the words and supplement the mind map, after that we enter more queries, queries can also be taken from the right column. I usually choose words until the moment when there are no new interesting words.

Method number 3. Using Wordstat - Depth Search

Essence: in Yandex Wordstat, we need to enter a query from our subject, which would include many different services.

In each subject, such words or key phrases are individual.
Usually these words are:

  1. Monosyllabic + price = repair price, foundation price, roof price;
  2. Monosyllabic + from / to = repair + to, foundation + from, roof + from;
  3. Monosyllabic = redemption (for the subject of buying a car), renovation.

We enter a query and look through the keywords in depth in the left column, supplement the mind map:

Examples:

  • for apartment renovation - “repair price” (because the query “apartment renovation” will come across keys for apartment renovation, and we need keys that contain other repair objects, such as “new building, Khrushchev”, etc. );
  • for foundation works - “foundations price, foundation + out”;
  • for roofing - “roof price, roof price, roof + out, roof + out”.

Method number 4. Google Adwords Keyword Planner

Bottom line: go to the Google Keyword Planner service - https://ads.google.com/intl/ru_ru/home/tools/keyword-planner/ , enter as many keyword options as possible, specify GEO and click “Show results” :

Click on “Grouped options” and look at the keywords:

Method number 5. Synonyms

The final step is to use synonyms and other parts of speech.

To search for synonyms, you can use any service to search for synonyms - for example, from Text Ru. We enter a query and see if there are synonyms for our word:

So we sort through the synonyms for our words and supplement the mind map.

After selecting synonyms, we do the following: we go through the mind map and put the word in another part of speech where possible, for example:
roofing - roofing, finishing - finishing, repair - repair, etc.

Determine groups to multiply + multiply keywords

After selecting keywords for the mind map, you need to multiply the groups of keywords.

The algorithm is the following:

  1. We determine which semantic groups need to be multiplied among themselves
  2. We multiply the keywords of these groups and save them in a separate file

How to do all this - I will show on the example of a mind map for roofing. There are 5 branches in this mind map - actions (installation, installation, turnkey), constructive (rafters, truss system, lathing), materials (slate, corrugated board, metal tiles), objects (house, cottage, baths) and what (roof , roofing, roofing):

Determine which groups to multiply with each other

First, we determine which groups to multiply. For convenience, we create a file in Excel or Google Sheets. In the first column we write down which groups we have in the mind map:

Now we take the first line from the Excel file and think whether this or that group fits this group.

The Action group fits the What, Materials, Constructive groups, but does not fit the Objects group (because collecting keywords will result in a mess).
In the Excel file, opposite the group in question, we write which groups are suitable for it:

We do the same with the second line, but now we look, if this combination is already written in Excel, then we do not write it again:

We go through all the groups, as a result we get a list of those groups that need to be multiplied among themselves.

Keyword multiplication

Now you just need to multiply the keywords according to the Excel file. We are looking for some service on the request “multiplication of keywords online”.

First, we download a mind map from the Mind42 service to make it easier to copy keywords. At the top of the page, in the center, click on the name of the map and click Export.
Select RTF (Rich Text) format and click Export:

Now we can multiply the keywords. In Excel, create a new file and create columns with the names of our future groups:

We go into the service and multiply the keywords according to the list. In the service, we insert words from our first group into the first column, and insert keywords from the corresponding group into the second column. We get the result:

We copy the generated words into the Excel file in the desired column:

We do this with all groups. The result is a file with keyword masks that need to be parsed.

Keyword parsing

You need to parse keywords because that the keyword may contain unnecessary junk words that we need to weed out.

Example: the phrase “renovation of an apartment price” includes the phrase “buy an apartment with a repair price”, if we are engaged in repairs, then according to the phrase “buy an apartment with a repair price”, we will simply drain the money.

Parsing can be done in several ways (two free and one paid):

  • Hands through Wordstat - free
  • Through the KeyCollector program - for a fee
  • Slovoeb program - for free

If you plan to professionally engage in tuning, then I advise you to buy the Key Collector program - the price is 1800 rubles, the program is definitely worth your money.

Now I will show the order of collection in each way.

Collection via Wordstat

Download the Yandex Wordstat Assistant extension for the browser, in Wordstat it will look like this:

Collection through the Slovoeb program

The best option if you do not want to buy the Key Collector program.
Download Slovoob and create a new project:

Now go to Settings -> Parsing -> Yandex.Direct and specify the login + password of your Yandex account (it’s better to register a new one), save the changes:

At the bottom of the program in the "Regions" select the region in which we will advertise:

In the program, in the “Data collection” tab, click “Batch collection of words from the left column of Yandex.Wordstat”. Add the phrases that need to be parsed and click “Start collecting”. For convenience, you can parse words by semantic groups:

Collection through the KeyCollector program

Count Key Collector the best option for word parsing. The license for the program is bought 1 time, there are no obligatory payments. There are a lot of functions, and the price does not bite.

Run the program, create a new project:

Go to Settings -> Parsing -> Yandex.Direct -> Add list/Add line and save the changes:

Click “Batch collection of words from the left column of Yandex.Wordstat”, insert phrases for parsing and click “Start collection”. For convenience, phrases can be parsed into semantic groups:

During the parsing process, the program may ask you to enter a captcha - we do it manually or connect a paid service for captcha recognition. I need 10 rubles for at least a month of captcha recognition.

Collection of negative keywords

Negative keywords are for to not show up for unwanted requests.

Example 1: we advertise on the request “repair of apartments price” in the MSC region. In Yandex, a person can drive in the request “apartment renovation price in ekb” and our advertisement will appear to him. this user has an incorrect city.

Example 2: the same ad for apartment renovation, the query “price apartment renovation”, this query includes such queries as “buy an apartment with renovation price”, “cleaning apartments after renovation price”, etc. If you do not use operators and negative keywords, then our ad will appear on the request “buy an apartment with a repair price”.

That's why you need to use negative keywords.

An alternative to using negative keywords- this is the use of the quote operator, we just take requests in quotes, and then the ad will be shown only for those requests that have been added to the advertising campaign.

There are several options where you can get negative keywords:

  • Ready lists of negative keywords
  • Lists of cities
  • Manual collection

The best option- use of ready-made lists of negative keywords + list of cities + manual collection, while manual collection takes a lot of time.

An option for the lazy is to use ready-made lists + a list of cities. In this option, there will be a lot of impressions for non-targeted phrases.

If you use ready-made lists, then you must definitely look through the entire list so that there are no extra words in negative phrases.

Where do you get negative keywords from?

  • Ready-made lists - on the Internet;
  • Lists of cities - in the same place on the Internet;
  • Manual collection - assemble with your own hands, now I'll show you how to do it.

Do-it-yourself collection of negative keywords can be done in several basic ways:

  • Collection via Excel
  • Collection via Key Collector
  • Looking through all keywords

Collecting negative keywords in Excel

Copy keywords to Excel file:

Press CTRL + H and delete the “+” operator and the “=” sign, also mark “Search by formulas”:

Now you need to separate the phrases into words.
At the top, click Data -> Text by columns -> select a space as a separator:

Now the words will be divided into columns, you need to move all the words to the first column. Select the words one by one from other columns, press CTRL + X and paste at the end of the first column:

The result will be 1 column, in which all our words will be. Now we need to remove the duplicates. Select the entire column A, click “Data -> Remove Duplicates” and click “OK”:

Sort the words alphabetically:

Now we look through the words and delete the necessary words. The words that remain are our negative keywords:

If we doubt some words, then it is advisable to look at the phrase in which this or that word is used.

Collecting negative keywords through Key Collector

I think this is the best way to collect negative keywords.

Adding our keywords to the Key Collector. If we have several groups, then select all groups and click “Enable multi-group view for selected groups”:

We also immediately add the list of cities to the list of negative keywords. Click “Stop words” -> “Create new group stop words":

Select “List 3” and click “Add as a list” and “OK”:

We mark all cities and click “Mark phrases in the table”:

We did this manipulation to immediately reduce the amount of words that we will look at.

Now let's continue collecting negative keywords. Click “Data” -> “Group Analysis”. We will have a list of all words. I usually arrange the words alphabetically. To sort in alphabetical order - just click on the word "Group":

Now we go in order, looking through all the keywords. Unnecessary words are added to the list “List 1 (-)”. To send an unnecessary word to negative keywords - next to this word, click the shield icon with a checkmark:

Next, select the add list and click “Add to stop words”:

To see the phrases in which this word is used, click the “+” next to the word:

After working through the entire list, click “Stop words”, select List 1 (-), select all the words and click “Mark phrases in the table”:

I advise you to look at the marked phrases, they may contain target phrases, uncheck the box for such phrases. After that, click "Delete phrases":

As a result, we get pure semantics.

To save negative keywords, click “Stop keywords” and click “Save to file…”:

In fact, we now have a ready-made semantics, cleared of garbage, as well as a list of negative keywords. You can proceed to create an advertising account and the first advertising campaign.

How to create an account in Yandex Direct

Entrance to Personal Area Yandex Direct is located at https://direct.yandex.ru, if an advertising campaign has not yet been created on the account, then the following message will appear:

Creating a campaign in Yandex Direct

There are two Yandex Direct interfaces - classic and new.

On the new account, Yandex showed me the first screen with the campaign selection in the new interface, and the screen further appeared in the classic version. Therefore, I will show the setting as it is. There is no fundamental difference between the two interfaces, so everything should be clear.

Select text and image ads and click "Create Campaign":

  • Campaign name - doesn't matter
  • Date - no difference
  • Time targeting - I recommend specifying time targeting only after the statistics are collected
  • Region of impressions - specify the region of advertising
  • Display strategy – “Search only” + “Manual bid management with optimization”. I highly recommend that you indicate the “Average Daily Budget” - this is necessary so that advertising does not write off a huge amount if something happens. I usually indicate 300 rubles to start
  • Rate adjustments are not indicated. It is often recommended to put “Mobile -50%” if not mobile version, but in my experience, even if there is no mobile version, then you need to test and only then make bid adjustments
  • Check the box "Stop ads when the site is down"
  • Select “Use a single address and phone number” and then fill in a virtual business card. This is needed both in search and in YAN. We fill in the maximum number of fields - city, phone, company name / full name, contact person, working hours, address, email, more about the product / service
  • Specify the metric counter. If there is no metric counter, then we create a counter and install it on the site. You also need to create conversions for completing applications, visiting the thank you page, visiting the cart, etc. This can be done later, but when launching advertising on the site, this must be done.
  • Key goals - if the goals are set, then indicate the goal and indicate the cost
  • Chat with an operator - can be added, but needs to be tested
  • Negative phrases - indicate our ready list negative keywords + negative keywords by city
  • Additional relevant phrases are disabled
  • Check the box “Do not take into account automatically stopped ads of competitors when placing bids”

We press "Next". Now we are shown the “Edit group” screen:

In keywords and negative phrases, specify the keywords of the ad group and click done:

Creating and writing ads in Yandex Direct

In writing ads in Yandex Direct on search, you need to consider important rules:

  • The title of the ad should most often begin and contain a key query. Example: request “renovation of apartments in Novosibirsk”, ad heading “Repair of apartments in Novosibirsk”. This rule is needed for two purposes - firstly, the ad will be noticeable and highlighted in bold. Secondly, a person will see what he wants to find;
  • It is advisable to test several ad options in order to identify the most converting option;
  • You should try to fill out ads to the maximum: virtual business card, title, additional title, ad text, display link, clarifications, 8 quick links + descriptions of quick links, Yandex Dialogs;
  • Ads often need to use certain filters. Example: the request “renovation of apartments in Novosibirsk”, the company is engaged in turnkey repairs, but we don’t know what a person wants to receive for the request “renovation of apartments in Novosibirsk”. Therefore, in the text / heading / additional heading, you can indicate that this is a turnkey repair.

Let's start filling out the ad.

header- can completely duplicate the key phrase. Request “turnkey apartment renovation”, heading “Turnkey apartment renovation”.

Additional header- here we put the main advantage / USP / filter. Example “Design as a gift!”

Coming up with a text. What to write - you can look at competitors from other cities. As an option, these are benefits + call to action. Example “Warranty 3 years. Examples of work on the site. Calculate the price in 2 minutes!”

Images and videos are not included.

Provide a link to your site and add UTM tags to the link, I prepared a ready-made version of UTM tags for Yandex.Direct. Example:
google.com?utm_source=yandex&utm_medium=cpc&utm_campaign=(campaign_id)&utm_content=(ad_id)&utm_term=(keyword)

Price in the ad - do not fill

We add clarifications. In clarifications, you can write the types of services that we perform, our advantages, about us in numbers. Examples of clarifications: “Completed more than 355 objects, We have been working since 2001, Design as a gift, We comply with GOST”. I recommend adding at least 8 clarifications.

Be sure to add sitelink descriptions. What to write in sitelinks? Benefits, important moments for a potential client such as reviews and portfolio, about us in numbers. Examples of sitelink titles: “Pricing calculator, Testimonials, Portfolio, 3-year warranty, About the company”.

After you have filled in 1 ad, you can click “Duplicate”, and then the ad will be copied:

In this ad, change the title/additional title/text, duplicate it, and do the same with the new copy. Thus, we will have 3 ads for tests for 1 group of keywords.

After that, you can copy the created ad group and start designing other groups in a similar way.

Choosing and setting rates in Yandex Direct

To choose which rates to place, you need to understand the main indicators of the site and business:

  • site conversion
  • conversion from an application from the site to a contract
  • average check
  • profitability (excluding the cost of advertising)
  • net profit from 1 client on average

To calculate a simple sales funnel, I use the Decomposition-5 service. This is what the service looks like:

We fill in the fields. I will indicate approximate figures for the subject of apartment renovation in Novosibirsk:

  • cost per click - I will first indicate 100 rubles / click
  • site conversion - 3%. If we do not know the conversion, then we set 2.5% for an example
  • conversion from application to sale - in apartment renovations it is about 10%
  • average check - 300 tr.
  • profitability - 10%

The result is this picture:

As we can see, ROI is -10%, which means that with such indicators, advertising will work at a loss. If we set the cost per click to 60 rubles, then the ROI will be 50%: 60 tr. we invest, we get 30 tr. net profit. Here it is important to find the optimal cost per click: so that the ROI is more than 10-20%, and at the same time we can receive a normal number of clicks.

To understand whether the CPC was chosen as normal, we will use the budget forecast from Yandex Direct. We drive in the main query and see what are the average CPCs:

In my case, the cost per click is 60 rubles, in the budget forecast with a traffic volume of 62, a click costs 60.6 rubles. With a click price of 60r, I will receive a normal number of clicks. If the cost per click in the budget forecast is much higher than our cost per click, then we adjust our cost per click in such a way that the ROI suits us.

CPC in Yandex Direct can be set in several ways:
the first way is through “My Campaigns”. We go to direct.yandex.ru, click “Bid” next to the campaign, the “Bids for the entire campaign” window opens, set 60r and click “Set”:

The second way is through the page of the campaign itself. We go into the campaign, at the top of the page it will be “Set a bid for all phrases on the page”, select the maximum traffic volume, + 0% of the bid, but not more than 60 rubles. and click "Assign":

Also, rates can be set without problems in the Direct Commander program.

Moderation in Yandex Direct

In Yandex Direct moderation, there are usually no difficulties, if the topic of advertising is not arbitrage goods/casino/MLM/fortune telling, etc., then moderation is quite easy to pass.

Fundamental rules:

  • do not use words in superlative form, such as “best, most”;
  • some services and goods require documents and licenses. Examples of such topics are medical services, dietary supplements, financial services;
  • Yandex does not like arbitrage goods and almost immediately rejects ads
  • do not advertise MLM, casinos and other gray / black topics
  • do not capitalize every word in the ad, example “Renovation of Turnkey Apartments” - may be rejected
  • Do not write words in caps. Example “REPAIR of apartments on a turnkey basis” or “REPAIR OF APARTMENTS on a turnkey basis”

To send a campaign for moderation, go to the campaign, click “Submit for moderation”, agree to the terms and click “Order”:

In my experience, moderation in Yandex usually takes up to 1 day.

Post-launch campaign management

Running a campaign means improving the campaign - adjusting bids, adding new negative keywords, and other points.

After launching the campaign, firstly, we look at how many clicks the campaign receives per day and at what price. If there are too few clicks, then slightly increase the cost per click. If there are too many clicks, then we reduce the cost per click. It is important to find the “golden mean” here.

If the daily budget is not enough, then there are two options: option 1 - increase the daily budget, option 2 - reduce the cost per click.

The next type of optimization involves adding new negative keywords. We go into the statistics for all campaigns:

Go to the search queries, specify the period, uncheck all the boxes in the sections, mark “Bounces (%)” in the columns and click “Show”:

On the left there will be search queries for which there were clicks on ads. Sort by failures (in descending order of failures). We look at requests and find words that are most likely inappropriate - a high percentage of bounces, no conversions, do not suit us:

These negative keywords are added to our negative keywords in the campaign settings.

There are a few more adjustments you can make:

  • According to the age. Yandex. Metrics -> Reports -> Standard Reports -> Audience -> Age
  • By gender. Yandex. Metrics -> Reports -> Standard Reports -> Audience -> Gender
  • By devices. Yandex. Metrics -> Reports -> Standard Reports -> Technologies -> Devices
  • By time. Yandex. Metrica -> Reports -> Standard reports -> Audience -> Attendance by time of day
  • Combination of adjustments

To view traffic from Yandex.Direct, go to any report, click “Visits with +” -> Sources -> Last significant source -> Advertising system -> Yandex. Direct:

I recommend comparing the performance of audiences in reports based on the percentage of conversions and the number of conversions. To do this, click “Metrics” -> Behavior -> Conversions (any goals) -> Conversion for any goal and Achievements of any goal:

Also, this situation often happens: we launched several ads, after a few days we see that conversions are cheaper in one campaign, and more expensive in other campaigns. In this case, you can simply increase the budget for the campaign where conversions are cheaper, and reduce budgets/lower CPCs for other campaigns.

How to choose an artist?

This topic is not entirely related to the topic of the article, while it will be useful for potential customers to set up Yandex Direct.

Agency or freelancer?
My opinion: freelancer. Just because in most cases when ordering settings from an agency - the order will be performed by the same freelancer, only at the expense of agency cheating - the cost of setting can be overestimated by 2-3-5-10 times.

But a freelancer, in my understanding, is a person who works from home, for himself, and not one who sits on freelance sites.

When choosing a freelancer, you can look at the following things:

  • Expertise - does the freelancer have a personal blog and articles, since what year has the freelancer been working
  • The presence of real cases - here you need to understand the numbers a little, a common situation is that something like “How we earned 1 million rubles for a client” is written in the case, you look at the case, and there “There were 100 applications, the average check was 10,000 rubles”. At the same time, the application is not equal to the client, but you also need to take into account advertising costs and profitability from 1 sale
  • Having a certificate from Yandex. Direct, a trifle, but important
  • Having your own group and reviews in it

If you need to set up Direct, you can order Yandex Direct setup services from me, I will set it up professionally, taking into account Yandex innovations and the specifics of your business.

Results

That's basically all, I tried to tell in as much detail and clearly as possible about setting up Yandex Direct on the search.

Hello blog visitors!

As you understand, my articles will be in the form of lessons on a particular Internet marketing tool. In this lesson, we'll take a look at this milestone settings contextual advertising, as the selection of Yandex Direct keywords (). This is a very important process that needs to be approached very focused, because by collecting the wrong requests, you doom the advertising campaign to failure, and put your wallet on a cruel diet.

Okay, let's get to work!

Grouping keywords.

A keyword or phrase (search query) is a word or phrase, thanks to which the search engine understands the pages or sites of which subject to show in the search results.

Let's start the selection of Yandex Direct keywords with the issue of grouping. The fact is that each request has its own frequency of impressions. For example, “iphone 6s” has 233,334 impressions per month, that is, approximately 233,334 people request something in Yandex with the name of a smartphone. There are “keys” with a lower frequency of impressions per month, up to 1 impression.

So, requests are divided by the frequency of impressions into three groups:

  1. High frequency (HF). Have a frequency of 2000 impressions per month or more;
  2. Mid-frequency (MF). Frequency - from 500 to 2000 impressions per month;
  3. Low frequency (LF). Frequency - 1 to 500 impressions per month.

Each group of requests will bring you traffic of different quality. So HF will bring you a lot of traffic, but not the fact that it will be of high quality. MF queries are the most common in all niches (subjects), advertisers receive the bulk of the traffic from them. Low-frequency requests also bring in most of the high-quality traffic.

But it is not necessary to focus only on frequency. The fact is that key phrases are divided into three groups according to the probability of purchase by “temperature”:

  1. Cold. The probability of buying is low;
  2. Warm. The probability of buying is average;
  3. Hot. The probability of buying is high;

Let's take a look at each group.

“Hot”

The “hot” include search queries containing the so-called selling prefixes: buy, price, cheap, custom, and the like. For example:

  • buy iphone 6s;
  • buy a case for iphone 6s;
  • iphone 6s price;

That is, when using “hot” queries, the probability of a sale increases significantly. The person who has set such a key phrase is already ready to buy and is looking for, comparing different options where it is more profitable for him to make a purchase.

“Warm”

The user is defined as interested in buying the product, but not yet ready. “Warm” queries contain clarifying phrases, for example:

  • iphone 6s in Moscow;
  • how much does an iphone 6 case cost;
  • where to buy iphone 6s;

They will give you the main traffic. For the most part, “warm” queries have a frequency of 500 to 2000 impressions per month (MF), and the number of impressions per month is not small.

"Cold"

The probability of buying, as I wrote above, is low, that's why they are cold. It may seem to you that you should not use such “keywords”, anyway, few people will buy. But he will buy. “Cold” requests have a high frequency of impressions per month, which means they will bring a lot of traffic, it’s up to the site. As he will sell, so will they buy.

An example of "cold" requests:

  • iphone 6s;
  • cases for smartphones;
  • smartphone display;

How to collect keywords?

Let's start choosing keywords. This can be done in two ways: manual and automatic. Learn more about each of the methods right now. Let's start with manual.

Manual selection of words in Yandex is carried out in the Wordstat service (wordstat.yandex.ru).

This method is quite simple, and, most importantly, free. Google has its own similar tool, but more functional.

How to work in Wordstat?

Step 1. Keyword masks.

A mask is a keyword or phrase that describes your niche, product, or service.

The mask should consist of 1 - 2 words.

For example, the word “iphone 6s” is a mask. Just enter it in a line and see all requests, then add them to the list.

Step 2. Collecting all the keywords you need.

Now you just collect all the keywords that you think can bring you profit and quality traffic.

On this screenshot, I have highlighted those search queries that can bring us profit.

Advice: See the little rectangle on the left? So, this browser add-on is Yandex Wordstat Assistant. Link: http://semantica.in/tools/yandex-wordstat-assistant.

This add-on greatly facilitates the selection of Yandex Direct keywords. Just click on the plus signs, then click on the copy icon in the add-on block:

After adding a request, a minus appears in place of the plus sign, by clicking on which you can delete the one you don’t need.

This is how the selection of words for Yandex Direct is carried out with pens.

Automatic collection method.

You can also automatically select keywords for Yandex Direct using parser programs. The most popular parsers: (paid parser, 1700 rubles), Magadan (free), Slovoeb (free).

Naturally, KeyCollector's capabilities are extensive (), but free analogues significantly inferior to it in terms of functionality and speed of work.

When working with the parser, you just need to drive in the masks, start the process and wait. Then it checks what the parser has collected and that's it.

Today I will show you how to work with the Slovoeb parser.

Parsing in Slovoebe.

1) First of all, we need to create a Yandex account for parsing. The fact is that Yandex blocks accounts that vehemently send requests for information. I think that there will be no problems with this;

2) Now you need to drive in the password and login from the new Yandex account into Slovoyob. Go to settings, click on this icon:

3) Then go to the Yandex Direct tab (1). In the Yandex account settings field, enter your login and password (2). We enter data like this: [email protected]:password. We save. Be sure to put a colon between the username and password.

4) Create a new project

5) Then you need to drive in masks and start collecting requests. To do this, click on this button.

We start collecting

6) We are waiting for the collection to end. Here you can see the frequency for a particular request.

7) Now you need to upload all queries to an Excel file. To do this, click on the export button, it is located here:

The file will be in csv format.

Fine! Now you can automatically select Yandex Direct keywords.

Selection of keywords in Slovoebe by several masks.

To do this, follow the 5th paragraph of the instruction above.

1) Drive a few masks into the window. Check the box “Do not add the phrase if it is already in other groups” (1). Click on the group distribution button (2).

2) We start collecting search queries.

Then do everything as described in the instructions above.

Collection of negative keywords.

A necessary step in collecting keywords is the collection of so-called . If you don’t collect negative keywords, you doom your advertising campaign to failure, because sooner or later the traffic becomes so polluted that only losses come from advertising.

Today you learned how to select Yandex Direct keywords manually and automatically. Also, we learned how keywords are divided. I hope this tutorial has been helpful to you.

In the next lesson, we will analyze which will help you save a few thousand rubles and make your advertising more effective.

Let's talk about collecting keywords in paid and free ways. I will show you what online tools I can use and reveal their main differences.

Let's start talking about collecting keywords for free. There are many methods to do this. The most banal is brainstorming. Here you need to think for yourself what keywords will be able to bring users from search engines.

I will say that the method is quite primitive. Now it has lost its relevance because we have a whole bunch of free and paid tools in our arsenal.

  • Yandex Wordstat
  • Search Suggestions
  • Link aggregators (megaindex, rookee.ru, seopult.ru)
  • Open counters of competitors (Liveinternet)
  • Ready word bases (bukvarix.com)

How to use Yandex Wordstat? To begin with, we select the region of interest to us, for which we want to look at search queries and their frequency.

In general, select the region, paste it and click "Select". Then we get full list broad match keywords.

Of course, this method is quite chaotic because we get a huge number of words, many of which may not suit us. Therefore, in such a case, it is better to use certain operators.

Search operators Yandex Wordstat

In order to optimize the work with this tool, the search engine came up with the so-called Yandex Wordstat search operators.

What are these operators and how to use them?

Filtering out negative keywords: "-" operator

We can eliminate unnecessary words. For example, we are interested in the query "computer". But we are not interested in words where users want to download something to their computer.

Therefore, we enter the word "computer" in the same form and additionally the negative word "download" with a suitable operator.


minus operator

Search by multiple keywords: "Ι" operator

We entered words with the search operator "or" where two broad match keywords are searched at once.


Search with word grouping: "()" operator

For example, if the first part of the request matches, then it is not necessary to repeat it again.


Grouping operator

Keys are not restricted inside brackets. Here you can enter at least the entire range of countries for which we want to get keywords in conjunction with the main key "tours".

: operator """"

In the left screenshot, as a result, we got a set of keys. In the right, only the keyword of interest to us.


The double quote operator helps us with this.

: operator "!"

For example, we want to get keywords in which the word price is used in the case in which we enter.


Exact match operator Yandex Wordstat

In the screenshot on the left, we see that by entering "turkey tour price" we find words with the word "prices". In the figure on the right, we see that by adding an exclamation mark before the word “price”, the search engine offers us an exact match.

Therefore, by adding an exclamation point before the request, we can get the keys exactly in the form in which we entered them.

Also, all these operators can be combined with each other.

You can take keywords as exclamation mark, or in quotation marks, inside parentheses, or with the "or" search operator.

This combination allows us to immediately get a filtered list by the required parameters with one request.

Popularity by region in Wordstat

In Yandex Wordstat, you can see impressions and popularity by region. For example, if you enter the query "sell an apartment" and look at the popularity by region, we will see that in Krasnoyarsk it is 3 times more than in Moscow.

That is, in this city there is some pronounced demand.

In general, such a function can help those who are looking for which region is the most profitable to invest their funds.

Request history helps us keep track of seasonality. You can see in which periods there was a high activity of the request, and in which it was low.

Thus, we can plan an advertising campaign on the Internet in advance.

It also comes in handy for SEO optimization.

For example, a few weeks before the start of the season, you can publish posts for the right queries in order to receive additional traffic on them later. It also helps in drawing up a content plan for publishing posts on the site.

Google Keyword Planner

In addition to Wordstat, I also recommend using the Google Keyword Planner. As a rule, we have two main search engines. These are Google and Yandex. Therefore, when collecting keywords, I definitely recommend taking statistics from these two systems.


Google Keyword Planner

In the planner, you can collect keywords by phrase, site, or category. There are additional tools for search parameters and . As in the case of Wordstat, here you can also filter out unnecessary requests.

When collecting statistics, you are shown relevant keywords, the level of competition and the recommended bid.


stats in google planner

Also shows the number of requests per month.

Unfortunately, now Google only shows the average range of queries. More accurate results are only available on accounts with already running paid ads. And that's not for everyone!

But nevertheless, this planner is very good for collecting keywords for free. It has many useful features that may come in handy.

For example, if you have a ready-made list of keywords, then for quick data processing, you can use the "Get query and trend statistics" option. This will save a lot of time.

In the scheduler, you can even directly create keyword combinations to get statistics. To do this, use the "Select keywords based on existing lists" option.

Search Suggestions

You can also use search suggestions for free online collection of keywords. You need to enter a part into a line and wait for the system to offer a drop-down list with hints.


Search Suggestions

If you are selling laptops, you can use search hints to get additional keys.

If you write informational articles for the site, then with the help of tips you can get additional ideas.

From the screenshot on the right, we can see that users are interested in overweight, loneliness, excessive sweating, and so on.

Also, if we have some news resource, then we can see the current trends. Then you can take advantage of these trends and write articles for them.

Link aggregators

You can use the free functions of link aggregators. Let's take for example . By registering in this system and adding your site, you can see an inconspicuous "Pick up" button. By clicking on it, the link aggregator will offer us keywords to rank for.


In principle, the keywords are quite adequate and really fit the desired site. From the advantages it can be seen that we are already shown some positions in which our site ranks. You can also see the frequency. It also offers us a page to which these requests can be made.

In general, there is secondary functions which are free and useful for us.

Collection of keywords by paid methods

Let's get down to paid methods of collecting keywords. Of course, here you have to fork out a little. However, in this case, special benefits will be available to you.

Here are the paid tools:

  • Competitor analysis (semrush.com, serpstat
  • Software for collecting keywords (key-collector.ru)
  • Ready word bases (pastukhov.com, roostat.ru)
  • Convenient and fast online parsers (Mutagen)

I will not consider each service in detail. All of them are good and worth your attention. But for example, let's take a look at one of them. This will .

Entering the site in the line of this service, we get a table with keywords for which the project occupies certain positions.


Collecting keywords through Spywords

That is, we can select the semantic core for those keys by which the site is already somehow ranked in the search. Accordingly, with this moment alone, much less effort can be made to achieve collection and top.

We see columns like "Share of traffic". That is, what proportion does this keyword take from the total list of words that this system within this site.

There is also the number of impressions per month, position and , which is issued when the site is found for this keyword.

There is also a domain comparison feature in organic search results.


The function of comparing domains in the issue

For example, there are two sites of the same subject. Each of them is promoted by its own set of keywords. The system offers to look at the intersection of these two sets.

That is, we can collect a list of keywords for which both sites are promoted. This is a very useful feature in the seo analysis of those competitors that we want to target.

It also highlights the number of similar words. You can separately look at the non-intersecting parts of the sets. Everything is available for both Google and Yandex.

Also in the Spywords service, you can use the smart collection of keywords for the site. He selects keywords based on his database and based on those sites (their semantic cores) that got there.


Smart collection of keywords

The service also shows the number of requests per month. It also shows what bids are made in Google and Yandex paid ads. That is, you can evaluate the level of competition for a keyword.

Comparison of paid and free method

Let's find out the difference between paid and free way collecting keywords. What are the advantages and what is better to use.

Free Tools suitable for small sites and volumes. If the site has 20-30 pages, then you can easily get by with Wordstat, tips and keyword planner from Google.

Free methods are suitable for beginners. Since all paid tools require some kind of immersion, the free ones are quite simple. It will be easier for beginners to understand here.

It is worth saying that free tools are very convenient. They are really made for a large audience. That is, for those who are still poorly versed in collecting keywords. That is why such systems have been specifically designed with user-friendliness in mind.

What are the advantages of paid tools?

Such tools significantly speed up the work of collecting the semantic core. This is useful when you need to find tens of thousands of keywords. Through Yandex Wordstat it will take a long time to select them.

Paid methods are suitable for large volumes.

If we have a large online store, then free tools will be very difficult to pick up a huge number of keys. Therefore, here we need Key Collector, Pastukhov's base and other paid solutions.

Also, paid tools allow you to collect those keys that free ones may not notice. In the same Wordstat, we can not get all the keywords that are set by users.

conclusions

Collecting keywords is not as difficult as many people make it out to be. Small quantities are very easy to collect. So everyone can do it!

Don't look at the overall frequency. It is necessary to set the phrase always in exact correspondence. Then you can see the real picture of how many requests for this keyword per month.

Search operators simplify assembly work. To do this, I gave you examples that simplify the search and reduce the number of steps to collect keys.

Do not forget that competitors can be in full view. And you can be in full view when you rise to the top. There is no need to be afraid of this! It just needs to be taken for granted.

How to get started with Yandex Direct?

What came first - the chicken or the egg? This can be argued endlessly. As for the Yandex Direct system, everything is more stable here.

Any invariably begins from the collection of keywords!

Keywords These are the words for which your ads will be shown. And the more such words there are, the higher the chances that a potential client will get to your site.

Keywords (or queries) consist of a certain amount unique words: 1 to 5.

For example, " fridge' is a one-word keyword, and ' buy a refrigerator in Moscow inexpensively"- four-word.

Prepositions and conjunctions are not taken into account when selecting keywords.

Key queries can be conditionally divided into 2 groups: base and nested.

Basic request- a target query consisting of a unique combination of two words for which you want to advertise.

Subquery is a 3, 4 and 5 word keyword that contains the base query

Let's say you sell TVs.

Your basic queries will be:

  • TV to buy
  • tv new
  • TV set Moscow
  • LCD buy
  • LCD Moscow
  • etc.

Your nested queries will be:

  • TV buy cheap online store
  • TV set new discount Moscow
  • TV set Moscow shop
  • LCD buy cheap
  • LCD Moscow delivery
  • etc.

The first step is to collect at least 100 basic queries.

To collect keywords, there are several proven technicians. Here is one of them.

Reactive Keyword Collection Method

You will need MS Excel or a similar program in terms of functions and a table of 5x5 cells.

Action plan:

1. In the first column, write out 5 single-word queries that describe the product being sold as accurately as possible;

2. In the remaining four - one-word queries associated with a product (service);

Important! Different parts of speech and synonyms different words)

* Specify geography if it is necessary for your business area.

** Selling additive is almost always relevant.

3. Now transfer all the words from columns 3, 4 and 5 to column number 2 and, using the multiplication function in MS Excel (or macros), multiply the queries from the first column with queries from the 2nd column.

In the end it should be at least 100 two-word combinations. These will be the very basic queries that will form the basis of your advertising campaign.

It's really simple and fast!

And what are these empty green cells in the table?

We decided to leave them to you. Let's just say it's practical task to fix the material.

Whatever you don't implement today, you will never implement. This is fact verified by numerous seminars.

Create your spreadsheet now! And check in practice MRS.

After that, you or the Key Collector program and work through each basic query in depth to get several thousand keywords for your first campaign.

You have the keywords for your Very First Ad Campaign!

Keywords — search queries of Yandex users.

For the Yandex.Direct test, it is better to use only hot keywords with a clear buying need. You need to prepare for the collection - make a list of masks.

1. Keyword masks

Masks are general queries that include keywords. An example of a mask and its occurrences in the word selection service is wordstat.yandex.ru:

To collect masks, you need to make a list of the words of the subject. I do it in the program xmind, but it is also possible in excel. Basic functions are enough and they are free.

Brainstorming example in xmind:

Filling the map in xmind:

Video materials:

  • selling supplements.

Let's continue. When the map is ready, it is necessary to multiply its components. The meaning is this:

  1. we need primary masks that characterize the product and can be selling — “wallpaper buy”, “wallpaper sale”
  2. and secondary, any word from the categories of the card, for example - "liquid", "children", "kitchen"
  3. by multiplying the 1st and 2nd we get the main masks, we will use them to collect the semantic core.

Here is a video on multiplying masks:

Multiplication services:

The masks are ready, now you need to get the keywords - collect the semantics. More on this below.

2. Collect keywords

long way- drive each mask into wordstat.yandex.ru and copy queries from the statistics. Please note that there will be up to 40 pages of statistics for each mask. wordstat instructions:

Fast way- buy Key Collector on the official website, he collects keywords from wordstat. Collector Instructions:

3. Removing duplicates

The keywords have been collected, now they need to be checked for duplicates. I tell you how to do this in the key-collector program ...

Video: