When creating any Internet site, sooner or later there is a need for proper and effective promotion, one of the areas of which is working with contextual advertising networks: the correct composition of advertisements, cutting off inappropriate traffic, for which negative keywords are used (list " Yandex. Direct").
What is this?
In business, it is very important to find someone who is ready to buy the offered product, in other words, your target audience, which will be targeted by advertising, pricing, and sales policies. Internet promotion works the same way. To attract attention to their resource, Internet marketers and site owners resort to advertisements in Yandex. Direct and Google Adwords. However, just creating a banner is not enough for successful promotion, it is extremely important to customize and optimize the ad for the target user. You can do this with negative keywords.
The following example will explain this more clearly. Suppose you are sellingNikon cameras and photo equipment in Moscow. For you, a guest with the request “Nikon cameras Moscow” will be a priority than a person who is just looking for “cameras” or “Samsung cameras”. For this, there are negative keywords - the "Yandex. Direct" list, which screens out inappropriate traffic.
What is the danger for the site of the absence of negative keywords?
Why is it important to use exception words? After all, the more people visit the site, the higher the likelihood of a purchase. In fact, everything is exactly the opposite. There is such a thing as “failure rate”. These are Yandex statistics that show how much time a person spent on the site. If we are talking about 15-20 seconds, it means that the user did not find what he was looking for. Consequently, the search engine will consider the resource irrelevant and significantly lower it in the ranking. The more bounces, the lower the position of the site. That is why the negative keywords "Yandex. Direct" are so important, the list of which will be discussed below.
The second point is advertising costs. For each click on your ad in Yandex, you will pay a certain amount. In order not to waste your budget on random visitors, you should make the search more selective and cut off the non-target audience.
How to match ad exclusions?
Standard "Yandex. Direct" negative keywords (list) can be set for any advertising campaign. To do this, you need tofirst determine what we sell or offer and to whom.
- Exclude adjacent and intersecting with your field of activity. A simple example - you sell wooden furniture, but wooden furniture for dolls is not your range, which means that the word "doll" should be added to the list of negative keywords. Or, for example, you sell air conditioners for rooms. The keyword “conditioner” has homonyms - fabric softener, hair conditioner, etc., therefore, they also need to be “minused”.
- Consider the regional factor. If you offer hairdressing services in Minsk, there is a special universal list of "Yandex. Direct" negative keywords that excludes cities in other countries or regions.
- Sorry out unnecessary labels. If you have an online showcase of Pantene hair cosmetics, exclude other manufacturers and other brands. This is especially true for luxury goods - cars, jewelry, since a person who is looking for a Lada Grand is unlikely to be able to afford a luxury car.
- Exclude information requests and words like “why”, “why”, “who”, etc. Because a person who is looking for information “What is a smartphone?” will not necessarily want to buy one.
Easiest way to list exception words
To find negative keywords for our keyword, you need to use the Wordstat client from Yandex. We enter a keyword in the search, and the selection produces the most frequent requests for the one of interest.topic. We copy this list into Excel and delete everything superfluous - numbers, symbols, change “+” to spaces, leaving only the column with keys.
Then, in the “Data” tab, select the “Text by columns” function, check the “With separators” and “Space” checkboxes. We already get several columns with words. We combine them into one column and in the “Data” tab, click “Delete Duplicates”. There are negative keywords left to add to your ad.
How to put them in the ad
In order to make exceptions to an advertising message, you need to go to the Yandex. Direct settings and specify them at three levels:
- single list of negative keywords "Yandex. Direct" (at the level of the entire campaign);
- ad-level exclusion words;
- negative words at the keyword level.
The first category is exception words that do not involve a purchase. These include the phrases “free”, “do it yourself”, “what is it”, “drawing”, “photo”, “review”, “abstract” and many others. Thus, a user with the query “photo of a blue dress”, “download a business plan for a hairdressing salon”, “sew your own pants” will not see an ad for a clothing store or a page for a beauty salon.
The second category is negative keywords (the "Yandex. Direct" list), which allow you to cut off only some types of goods that we do not have. Let's say you have red shoes in your inventory, but no red skirt. Cut off the word “skirt”, you cannot, because you have these products in other colors for sale. If you remove the word “red” at the level of the entire campaign, then the user will not findyou and red shoes. Therefore, the exception needs to be included only in relation to the “dress” key. To do this, in "Yandex. Direct" in the "Negative keywords for the ad" tab, opposite the keyword "Dress" on the left side, write "Red".
The third category clarifies the request in detail. For example, there are three queries - "Wool dress", "Red wool dress", "Black wool dress". So that these requests do not intersect and the user finds what he was looking for, in the “Phrase” column we indicate the keys:
- “Black wool dress”;
- “Red wool dress”;
- “Woolen dress - black, - red” (this will get the user to the page with the request simply “woolen dress”).
Instead of a conclusion
Negative keywords - a list of "Yandex. Direct", designed to optimize and improve search. Without exceptions, random users will visit your page more often, and the search engine will gradually begin to weed out your page as irrelevant, i.e. not matching the request. Compose your advertisements correctly and further control them with the help of "Yandex Analytics", then online trading will give the desired result.
