How to select keywords

Keywords should be closely related to your products or services. Try to imagine what people looking for your product or service will search for. For instance, if you repair cars, your clients are people who need their car fixed. They might search for paint bumper or carburetor condensation volkswagen. You can use these phrases as keywords if you can provide these services.

Recommendations

To choose keywords that will work for you, consider these keyword recommendations from Yandex:

Refine keywords

When a keyword is too general, try to make it more specific. For example, users might search for repair when they need to repair a printer, a phone, or a car. If you only repair cars, choose the keyword car repair to avoid showing ads for unrelated searches.

Think about typos

Yandex.Direct understands common typos and queries typed with the wrong keyboard settings. Ads based on an auto-corrected search term will display in response to these queries. However, uncommon typos and words that can be spelled in different ways are not auto-corrected. If you know of relevant but incorrectly spelled search queries, add them as keywords. For example, makeup can also be written as make up.

Use both Latin and Cyrillic variants of brand names

This will help cover more search queries used by your potential clients. Examples: buy Toyota and buy Тойоту, or redmond multicooker and multicooker редмонд.

Use different parts of speech with the same root

When selecting ads to display, Yandex.Direct includes all forms of a keyword that are the same part of speech. Therefore, your keywords should cover different parts of speech to ensure proper coverage of your ads. For example, to the keywords dyed hair add hair dye.

Include synonyms, jargon, and slang

Ads are automatically displayed for searches that contain synonyms of your keyword. This means that you don't need to list all the synonyms. Add the main synonyms so that Yandex.Direct can optimize the keyword selection process. Don't forget to add jargon and slang. Examples: motherboard and mobo, or headphones and cans.

Tools you can use

Word selection

Yandex recommends using the keyword statistics service when creating a list of keywords. You can see how many people per month search for a given phrase, and what similar search queries are used.

Related keywords

Related keywords are enabled by default for all ad campaigns. These options automatically add statistically effective keywords from the same topic or closely related subjects. This increases impressions and improves audience coverage.

Templates

You can use templates to insert the keyword that triggered an ad display into the ad title, the main text, the link to the site, or the display link.

Statistics

You can use productivity statistics to evaluate how well a keyword is working with the ads you assigned it to.

The Search queries report contains the queries from Yandex search to which your ad was served in response. For instance, these are search queries that contain synonyms of your keyword. You can use this information to optimize your keyword list. For example, if you select non-relevant search queries that are triggering your ads, you can directly in the report add these terms as negative keywords for the campaign or ad group. In addition you can automatically add a search query from the report to your keywords.