Symbols and operators

In Yandex.Direct, you can use special symbols and operators to refine a keyword, negative keyword or search query in the keyword statistics service. You can combine operators.

Tutorial video. How to use match types

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In your ad text you can use mathematical symbols (such as +, -, =, /, * and %), punctuation marks, apostrophes and hashtags. The use of these characters must be logical.

Certain characters in ads can work as operators. For example #word# will function as a placeholder so that a keyword appears in place of the word that is nested between ##.

How operators work

The table below lists all the operators. It also shows examples of keywords and search queries that will or will not trigger your ads.


What it does

Keyword example

When we show ads


Matches the form of the word (case, number, and tense).

buy !apples wholesale

buy apples wholesale

buy Apple wholesale


Matches stop words (auxiliary parts of speech, pronouns, and any words that do not add meaning on their own).

work +from home

work from home

work at home

home work

" "

Matches the exact number of words. Ads are triggered by search queries that contain the keyword without any additional words.

Repeated words are considered one word.

"buy cars"

buy cars

car buy

buy red car

"buy car in showroom in moscow"
More information

There are six words in the search query, but the preposition in is repeated and counted as one word. So any single word can be added to the search query.

buy car in showroom in moscow

buy used car showroom in moscow

buy car kia in showroom moscow


Matches the order of words. This operate will match any of grammatical forms and stop words found inside the [].

tickets [from london to paris]

tickets from london to paris

airline tickets from london to paris

tickets from paris to london

tickets london paris

tickets from london cheap to paris

() and |

Groups words in complex search queries.

buy car (cheap|online)

buy car cheap

buy car online

In Wordstat, operators work on the By keyword and By region tabs; on the Query history tab, only the + operator works.

Recommendations for use

If you don't use operators, your ad might be triggered by search queries that aren't related to your product or service. The table below shows examples of cases when operators should be used.


Keyword example When we show ads

You sell gear (clothing and accessories) for cross-country cycling, and you don't want to show ads to people looking for gears (spare parts).


gear for cycling

gear for biking trips

gears for bicycles

gears for bikes

You don't want to show an ad for pruning shears to people who are looking for prunes.

buy prunes!pruning

buy pool cue

buy billiard cues

buy cued speech system

buy cued