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Keyword operators Yandex Direct.

Keyword operators Yandex Direct.

When making a search query, Yandex does not take into account or does not distinguish between the following:

Word order (for Yandex, the queries “buy tickets for Moscow St. Petersburg” and “buy tickets for St. Petersburg Moscow” are the same query); Singular and plural (the queries “order a book” and “order books” are the same); Cases (queries of the type: director, director, director, director, director – for Yandex – one word); Male, female, neuter (queries: “colored”, “colored”, “colored” – the same query); Conjunctions and prepositions (“v”, “how”, “a”, “y”, “na”, “k”, etc. – all prepositions, conjunctions and words that do not carry meaning are ignored by Yandex); First, second, third person (I “buy”, you “buy”, he “buys”, they “buy” – for Yandex this is the same query “buy”); Yandex does not distinguish between adjectives and adverbs (“wet” and “wet”); Yandex does not distinguish between verb, participle, gerunds (queries like: “get out”, “get out”, “get out”).

Special operator symbols are used in Yandex Direct to indicate the desired type of match together with a keyword. Yandex Direct operators can be applied both to the entire keyword and to each word / element or group of words / keyword elements and can be combined.

Keyword operators in Yandex Direct help you compose the correct keyword, add negative keywords or compose an exact query in the service. You need to know what types of operators are used and how they are used in setting up advertising campaigns.

Types of operators.

Special characters and operators allow you to more accurately formulate a key phrase, negative phrase, or query when searching for words. There are six types of operators:

plus “+” minus “-” exclamation mark “!” quotation marks “” ”” parentheses “()” square brackets “[]”

Each of the operators is placed either before the word (+, -,!,), Or at the beginning and end of the phrase (”…”, (…), […]). These operators are used both in the selection of phrases in the Wordstat service and in Yandex Direct campaigns..

Operators can be combined using mathematical symbols (+, -, =, /, *,%, etc.), punctuation marks, apostrophes, hashtags. Some symbols in the declaration work as operators, for example, in the #word # in the declaration, instead of the word, the keyword will be substituted with a key phrase highlighted with ##.

This provides the flexibility to customize keyword matches. Several operators of different matches can be applied to a keyword at the same time:

Forced entry of a word into the request (stop word)

Matching with a fixed word order in a query.

Here is a list of operators with examples of key phrases and queries for which ads will or will not be shown.

An example of a key phrase.

When not shown.

Fixes the form of a word (number, case, time).

buy a ticket to Moscow.

buy a ticket in Moscow.

Fixes the number of words. Display for queries containing a phrase without additional words.

Duplicate words count as one word.

buy a red car.

buy a car on credit in Moscow.

buy a car loan in Moscow inexpensively.

buy a car KIA on credit Moscow.

Fixes the order of words. All word forms and stop words are taken into account..

tickets from Moscow to Paris.

plane tickets from Moscow to Paris.

tickets from Paris to Moscow.

cheap tickets from Moscow to Paris.

Group words for complex queries.

buy a cheap car.

buy a car vaz.

In the word selection service, operators will work on the tabs “By words”, “By regions”. Only the operator works on the “Request History” tab + .

The following are a summary of the match types and their implementation:

Example: bar stools.

Implementation in Direct.

100% match of the keyword and the user’s request. Typos, very close spellings and incorrect keyboard layout are also taken into account..

bar stools fhyst cnekmz bar stools bar stools bar stools.

The user’s request consists only of those words as the keyword. But they can be in any order and in all their word forms..

bar stools chairs bar stool bar bar stool bar stool bar stool etc. etc.

The search query contains an exact match keyword, but it can also contain any number of additional words to the left and right.

bar stools buy bar stools bar stools for sale buy bar stools italy bar stools cheap in kiev, etc..

The search query contains an exact + match keyword, but it can also contain any number of additional words on the left and right.

bar stools bar stools buy bar stool hacker versailles bar stools sale buy bar stool ukraine, etc..

[bar stools] [bar stools]

The search query contains all the words from the keyword, but it can also contain any number of additional words. The words from the keyword can be in all their word forms and be anywhere relative to each other. Synonyms of words from the keyword are also allowed, similar words.

bar stools bar equipment chair sales bar stools for home.

drawings of bar stools made of wood.

bar chair.

bar chairs.

the height of the bar table and chair cues the size of the bar stool, etc..

The search query contains at least some words from the keyword, but it can also contain any number of additional words. The words from the keyword can be in all their word forms and be anywhere relative to each other. Synonyms of words from the keyword, same root words (for example, bath and bathroom) and similar words are also allowed..

bar stools chairs for bars and cafes high bar chairs chairs for bar counters designer chairs for bar bar round tables bar stool.

bar equipment and furniture bar kitchen table and 2 chairs ikea bar stools.

selling high bar stools rotating bar chairs wooden high chair etc..

And you also need to include impressions for additional relevant phrases..

Another example showing how an operator cuts off unnecessary audiences is the sale of Kia cars. If the name of the car is typed in Russian, then quite often you can fall under the fans of billiards. For example, the query “buy Kia”. If you want not to show advertisements for billiard cues to people who want to buy a Kia car, then write:

this will be shown for requests:

buy a car kia.

buy kia sportage.

buy a billiard cue.

Thus, Direct offers several types of operators:

Broad match Force a word into a query (mostly used for prepositions and conjunctions) Phrase match Match with a fixed word order in a query Exact match Negative word.

Broad match.

Broad match – a request without any qualifications. This is the default. Ads will be shown to everyone who enters a query in Yandex that contains all forms of this keyword (cases, singular / plural, etc.), plus any other words. This type of match is only recommended when all others do not give enough hits for the keyword..

For example, when entering a query:

ads will be shown for search queries:

“Inexpensive tours to Turkey”

“What to take with you on a tour to Turkey”

“Download abstract tour of Turkey without registration”

and many others.

With such a wide audience, the number of impressions grows, the CTR of ads falls, and the cost per click rises. As a result, the budget of the advertising campaign and the rate of its consumption are growing. However, when there are very few targeted queries (less than 30-50 per month), filtering unnecessary queries will be more time-consuming, and it makes sense to use broad match..

Minus word (operator -)

This operator allows you to exclude unnecessary and non-target words from the query. For example, in order not to sell air conditioning systems to those who write a term paper on a specified topic, the word abstract with a minus sign is added to the keyword of the air conditioning system.

air conditioning systems – abstract.

Another example: we launched a scooter ad with the keyword “buy a scooter”. At the same time, we do not want the ad to be displayed on requests like “buy a scooter sale” and “buy a scooter used”. If you do not use the minus operator “-“, then the ad will appear for unnecessary phrases:

Let’s paraphrase the key phrase in “buy a scooter-sale-bu”. This will exclude impressions for unnecessary words..

Often advertisers use long lists of negative words. This allows you to narrow down the target area, but there will still be non-targeted impressions that will reduce the CTR of your ad. One option is quoting (using phrase matching).

Phrase match (operator “”)

The keyword enclosed in quotation marks “” will be shown for queries containing only this keyword in its word forms. An example is the keyword “ticket to Moscow from Vladivostok”. The ad will be shown on requests:

“Ticket to Moscow from Vladivostok”

“Ticket from Vladivostok to Moscow”

“From Moscow a ticket to Vladivostok”

And it will not be shown to the searchers:

“Buy a ticket to Moscow”

“Cheap ticket to Moscow from Vladivostok”

“Ticket for a ship from Vladivostok to Moscow”.

Words within quotation marks are considered forced to be included in the query. That is, the key query “buy a ticket in Moscow” is equivalent to the key query “buy a ticket + in Moscow”.

the display will be in case of requests:

“Buy floor air conditioner”

“Inexpensive floor air conditioner”

“Floor air conditioner moscow”

“Buy cheap floor air conditioner”

If you want to show an ad only for the phrase “floor air conditioner”, then enclose the phrase in quotation marks – “floor air conditioner”.

If you enclose the phrase in quotation marks “”, then the impressions will be for all variants of queries containing only these words in any form (the so-called phrase match).

For the key phrase “buy a dress inexpensively” there will be impressions for queries “buy an inexpensive dress”, “buy dresses cheaply”, etc. But there will be no ads for queries “buy a beautiful black dress inexpensively”, “buy an inexpensive dress in an online store” etc. If some words are repeated in a quoted phrase, they are counted as one and make it possible to substitute any addition.

When to use quotation marks? They are used: for high-frequency requests, securing a higher rate; for quick testing, when you need to check something without spending hours, days, weeks collecting negative keywords; if there are a lot of junk requests.

Or an example in Wordstat. Let’s take the quoted phrase “buy a dress in an online store in Moscow”. It uses the preposition “v” twice, so any word can be used instead of one of them..

What if we use all the keywords in phrase matching, without negative keywords? At first glance, this seems like a great idea: you can build the widest possible kernel, but no matter how much time you spend collecting the kernel, you still won’t be able to cover everything. It will be extremely difficult to manage such a huge campaign..

Matching with a fixed word order in a query (operator [])

The square brackets operator in Direct [] fixes the word order in a phrase. All stop words and word forms are taken into account here..

Example: I am interested in a flight from Paris to Moscow, but not from Moscow to Paris. To set the exact word order, write the query like this:

air ticket [Paris Moscow]

Thus, the square brackets [and] indicate in which order the keywords should appear in the user’s query. Ads will not run if word order is different..

If for an advertisement in Direct you simply enter the keyword ticket St. Petersburg-Khabarovsk, then the ad will be shown both to those wishing to fly from Khabarovsk to Moscow (buy a ticket Khabarovsk-St. Petersburg), and vice versa (buy a ticket to St. Petersburg -Khabarovsk). If you specify [St. Petersburg-Khabarovsk], then the ad will be shown only when you request a ticket St. Petersburg-Khabarovsk or buy a ticket St. Petersburg-Khabarovsk, but not when looking for a return ticket.

This allows you to concretize the proposal and increase its effectiveness..

Listing words in one phrase (operator () and |)

Operator () and | – responsible for grouping keywords for complex queries.

Let’s take two search phrases for the same service:

“Order office cleaning”

“Order office cleaning”.

The grouping operator allows you to make one of several complex queries. In the example above, this will be the request “order (cleaning | cleaning) office”.

Forced entry of a word into a query (operator +)

Yandex Direct does not take into account prepositions and conjunctions in a key phrase, unless they are forcibly added to the key phrase. Such words are called stop words.

The plus operator + is placed before the stop word, which must be in the request. Most often used with prepositions, pronouns and conjunctions that Yandex.Direct would otherwise ignore.

For example, with a key request:

the ad will not be shown to those who are looking for tickets in Moscow, but will be shown on request tickets in Moscow.

Exact match (operator!)

The operator allows you to fix the word form of a keyword in a query (case, declension, number, etc.). An exclamation mark is placed in front of the desired word..

Combining operators.

Operators can be combined with each other. For example, you can set the following keyword:

car rental by a driver -! with -! without.

or, let’s say we sell tickets in Novosibirsk. Then we clarify the preposition “in” with a plus. We get + c. And we clarify the form of the word Novosibirsk, we get! Novosibirsk, because if we do not specify the form of the word, then we will be displayed for queries containing “ticket Novosibirsk”, for example, “buy a ticket to Novosibirsk. As a result, we get the phrase “ticket + in! Novosibirsk”:


Operators in Yandex Direct are a very useful tool that should not be ignored. The examples should make it clear how to use match operators and in what cases their use will save your advertising budget..

Formulate key phrases correctly, refine lists of negative keywords, use operators correctly.

How to use operators in Yandex Direct.

Operators used correctly in Yandex Direct are able to bring only targeted traffic to the site, cutting off unnecessary transitions. Often in an advertising campaign, there are problems of illiterate use or lack of operators. As a result, the client spends part of the funds on advertising for indirect requests that only partially relate to him, or simply limits the reach.

Using the operator in a key phrase requires certain skills and experience, so often many beginners prefer to simply minus unwanted phrases. As a result, ads stop showing for a number of queries, including targeted ones..

Some people rush to launch a campaign under tight deadlines, neglecting the time to finalize it and missing out on difficult moments when working with operators.

Sharing operators.

Sometimes it is necessary to specify several characteristics of a product at once. This is where the parenthesis operator helps. For example, how to find out key phrases for all queries containing: white, brown, green and black gloves. Let’s take “buy gloves” as our main query. Then we need to set in the Wordstat line:

“Buy gloves (white | brown | green | black)”

This operator helps to find out statistics on complex queries and speeds up the process, since there is no need to set separate phrases for each characteristic.

When working with operators, it is often not enough to use them alone. In order for the query statistics to be as complete as possible and include only the queries of interest, it is necessary to be able to combine several operators.

Using operators in Wordstat.

The word selection service Yandex Wordstat (used to collect a semantic core for an upcoming or existing advertising campaign) also works with operators. They operate on the following tabs: “By words” or “By regions”. In the service section called “Request History”, only the operator command “+” is used.

Sometimes it is important to find out the exact number of requests for a given phrase / word (frequency). Let’s take a query: “red roses”. In order to find out how many people are looking for this particular phrase, you need to set a keyword in the following format: “! Red! Roses”

If you need to collect all the secondary information about the phase, while not changing the phrase itself, even by case, then you must use square brackets. Let’s say for a site with movie trailers and you need to see what users are asking for with the phrase: “about the wild West.” In this case, the phrase should be set like this: [+ o! Wild! West].

Another example. Let’s say there is a dream book site, and you need to decide on the topic of the next material. To do this, you need to set a query of the form: + in! Sleep. In this case, Wordstat will return the most popular dream queries..


Use combinations of different operators. Knowing their types and purpose, you can skillfully use them in key queries, which will increase not only its effectiveness, but also increase the return on the advertising campaign as a whole..

Consider the word order. Let’s say you are selling houses located on the water. It would be correct to use the following operators in one of the key phrases in the advertising campaign: “[at home! On the water]”. Thus, the display of an advertisement will occur according to the following phrases: “houses on the water” or “house on the water”. But for such sets of phrases as “water at home” or water at home “(which in this case are not needed), it will not be shown.

Do not overdo it. All of the above operators are often present. Conflicts arise and the meaning of using operators is lost. The right combination of several combinations for maximum focus on attracting the necessary targeted traffic is a skill available only to experienced professionals.

Try not to create a conflict between negative keywords and keywords. Exclude the intersection of the stop word from the list in the ad group settings and its inclusion using an operator.

Conversion on demand.

Up to 80% of non-convertible traffic can come from Yandex Direct, and if it is not tracked and sifted out, then you will have to overpay impressive amounts simply for visitors, not for buyers. Therefore, an important issue is conversion tracking..

Conversion can be direct or delayed. Direct conversion – a user clicks on an ad and immediately makes a conversion on the site (achieves the assigned goal in the metric within one session). Deferred conversion – he clicks on the ad, closes the site, after a while he returns to the site and buys something (makes a conversion). Deferred conversions are about half, and they can also be tracked.

Direct conversions are displayed right in the interface, in Yandex Direct statistics. Delayed conversions can only be tracked through Yandex Metrica.

Go to campaign statistics. To see which ads and search queries bring customers, which do not, select the “Phrases by day” tab. A metric with customized target actions should have already been connected to the site. If the metric has not been configured, then no statistics will be displayed..

Click the Show Advanced Settings button. Choose your main goal – conversion. This goal is called Order:

Click the Show button. At the top you will see the “Total for the campaign” data, below – statistics for each ad and for each request. The column Price of the target is interesting. This is the ratio of the amount of money spent on advertising to the number of conversions received from the spent budget. The goal price is calculated as a total for the entire campaign and for each request and ad. Below you can find statistics for each ad and each request..

You can see how much was spent on impressions, which ads (in the Total expenditure column), and how many conversions they brought. If ads or requests are identified that have already spent a lot of the budget in comparison with the average conversion price for the entire campaign, but they did not convert, such ads or requests can be turned off (by going to the campaign and finding the ad by number).

It is interesting to compare the amount spent on a particular ad with the average value of the conversion price for the entire campaign, draw conclusions about stopping certain ads, certain requests.

All these statistics only work for direct conversions. But delayed conversions are most likely for the same requests as direct ones..

Yandex Metric.

You can get a lot of information from Metrica statistics, including statistics for assessing the effectiveness of advertising campaigns in Yandex Direct..

For this, Metrica must be connected and target actions must be configured. If targeted actions are configured on the site, then you can track where the person came from and performed the targeted action. That is, you can track the converted traffic.

If Direct and Metrica are on the same account (login), then the data on the achievement of the goals assigned in the metric will be visible in the Direct reports. If Direct and Metrica are on different accounts, it is advisable to register the metric counter number in the advertising campaign settings in Yandex Direct. Based on statistics, you can make adjustments to the advertising campaign in Yandex Direct.

The goal is to identify ads from which real customers come (perform targeted actions on the site), and in the campaign for YAN network sites – to determine the sites from which customers come and from which they do not. Based on this information, you can disable or reduce the cost of ineffective queries and stop displaying ads on YAN sites from which there are no real applications. The analysis must be carried out at least two months after the launch of advertising in Yandex.Direct.

Going to statistics, we get to the “Statistics by day” tab. Additional settings allow you to view data on the target. All goals assigned in Yandex Metrica and achieved by users who came through advertisements in Yandex Direct will be displayed here. All targets are selected by default.

If you need to look at the statistics on the achievement of any one goal, then select it. Then turn off “Search” and “Context”, leaving only “Total”. If one campaign works for both search and context (YAN), then it is better to make a slice first for search, then for YAN (context) sites. We put a check mark “Detailed statistics on ads” and click “Show”.

You can see on which ad how much money was spent for the selected period of time, how many clicks it gave, what is the achievement of goals (how many real customers came), the price of achieving the goal from a particular ad. For each ad there will be statistics for each day of its impressions, below – Total.

The average goal achievement value for all ads is shown at the very top in the statistics section for all ads (Total data for the campaign, column “Goal price”).

If there are ads that have already spent twice the average cost of achieving the goal, and the goals from them have not been achieved, then it makes sense to stop them. The point of studying Yandex Metrics statistics for adjusting campaigns is to compare the cost of achieving the goal for each ad with the average cost of achieving the goal for all ads, and stop those ads for which a lot of money was spent. This saves the advertising budget by disabling ad impressions from which there are only clicks without real applications.

Call tracking MANGO OFFICE.

Keyword performance can be measured using MANGO OFFICE call tracking.

Call tracking is a service that measures the effectiveness of advertising campaigns in terms of conversions to calls and sales. The process is fully automated, no special skills are required.

Data on which source, advertising channel, campaign, contextual ad, keyword or banner brought the client is provided in simple and understandable reports. Based on them, you can improve advertising, turn off advertising that is not at all selling, and then redistribute the budget. Advertising analytics systems – Google AdWords, Google Analytics, Yandex Metrika, Yandex Direct – are already integrated with call tracking.

Usually, dynamic call tracking is offered immediately with a certain number of numbers. Whether you will need the entire pool of phones is unknown. But you will pay for it in full. In the MANGO OFFICE call tracking system, you pay only for specific displays of numbers to your website visitors. No more subscription payments for numbers, and their number is not limited. An unlimited number of spoofing numbers guarantees maximum accuracy in call tracking. One site visitor – one number.

You can combine call tracking and CRM data to get the entire history of customer interactions with the company. Installing the service is very easy. Just copy the script to any part of the page code.

Call tracking MANGO OFFICE will provide all the necessary tools for collecting data on advertising – analysis of statistics with any level of depth: from detailed information on each site visitor to data on the effectiveness of advertising channels and campaigns. It allows you to manage PPC advertising, optimize advertising campaigns for conversions using hot integrations with the popular PPC management systems Origami or K50.

Call tracking MANGO OFFICE allows you to track not only calls, but also forms for feedback requests and callbacks. It can track the most effective keywords by which Internet users get to your site. It helps to determine which advertising campaign the call was made from, which advertising source and channel the call came from..

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