When creating any Internet site, sooner or later, there is a need for proper and effective promotion, one of the directions of which is working with contextual advertising networks: the correct preparation of advertisements, cutting off inappropriate traffic, for which negative keywords are used (Yandex.Direct list) .
What it is?
In business it is very important to find someone who is ready to buy the offered goods, in other words, their target audience, which will be directed to advertising, pricing, and marketing policies. Internet promotion works in the same way. To attract attention to their resource, Internet marketers and website 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 configure 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 sell Nikon cameras and photo equipment in Moscow. For you, a guest requesting “Nikon Moscow cameras” will be more priority than a person who is looking simply for “cameras” or “Samsung cameras”. For this, there are negative keywords - the Yandex.Direct list, which eliminates inappropriate traffic.
What is the lack of negative keywords dangerous for the site?
Why is it important to use exception words? After all, the more people go to the site, the higher the likelihood of a purchase. In fact, everything is exactly the opposite. There is such a thing as a “failure percentage”. This is the statistics of Yandex, which shows 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 failures, the lower the position of the site. Therefore, the Yandex.Direct negative keywords are so important, a list of which will be discussed below.
The second point is the cost of advertising. For each click on your ad in Yandex, you will pay a certain amount. In order not to waste the budget on random visitors, you should make the search more selective and cut off the non-target audience.
How to select exclusions for ads?
The standard Yandex.Direct negative keywords (list) can be set for any advertising campaign. To do this, you must first determine what we sell or offer and for whom.
- Exclude neighboring and overlapping areas of your business. A simple example is that you sell wooden furniture, but wooden furniture for dolls is not your range, so the word “doll” should be added to the list of negative keywords. Or, for example, you sell indoor air conditioners. The keyword “conditioner” has homonyms - conditioner for linen, hair, etc., therefore, they also need to “otminusat”.
- Consider the regional factor. If you offer hairdressing services in Minsk, there is a special universal list of negative keywords Yandex.Direct that excludes cities in other countries or regions.
- Filter out unnecessary labels. If you have a Pantene hair cosmetics online store, exclude other brands and brands. This is especially true of 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 the words “why,” “why,” “who,” etc. Because the person who is looking for the information “What is a smartphone?” Will not necessarily want to buy it.
How to make the list of exception words the easiest
To select negative keywords for our key query, you need to use the Yandex Wordstat client. We enter the keyword in the search, and the selection gives the most frequent queries on a topic of interest. We copy this list into Excel and delete everything superfluous - numbers, symbols, change “+” to spaces, leave only the column with the keys.
Then, in the “Data” tab, select the “Text by Columns” function, check the boxes “Separated” and “Space”. We are already getting several columns with words. We unite them in one column and in the “Data” tab click “Delete duplicates”. There are negative keywords to add to the ad.
How to add them to the ad
In order to make exceptions to the advertising message, you need to go to the Yandex.Direct settings and specify them at three levels:
- a single list of negative keywords Yandex.Direct (at the level of the entire campaign);
- ad-level exclusion words
- minus words at the keyword level.
The first category is exception words that do not imply a purchase. These include the phrases “free”, “do-it-yourself”, “what is”, “drawing”, “photo”, “review”, “abstract” and many others. Thus, a user requesting “a photo of a blue dress”, “download a hairdresser's business plan”, “sew pants yourself” will not see an advertisement 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 certain types of goods that we don’t have. Suppose you have red shoes in your assortment, but no red skirt. You cannot cut off the word “skirt," because you have these products in other colors on sale. If you delete the word “red” at the level of the entire campaign, then the user will not find red shoes either. Therefore, the exception should be included only in relation to the key “dress”. To do this, in “Yandex.Direct” in the tab “Minus words per ad” opposite the keyword “Dress” in the left side we write “Red”.
The third category clarifies the request in detail. For example, there are three queries - “Woolen dress”, “Red woolen dress”, “Black woolen dress”. So that these requests do not overlap and the user finds what he is looking for, specify the keys in the “Phrase” column:
- “Black wool dress”;
- “Red Woolen Dress”;
- “Woolen dress - black, - red” (so the user will be taken to the page with the request simply “woolen dress”).
Instead of a conclusion
Negative keywords - the Yandex.Direct list, designed to optimize and improve the search. Without specifying exceptions, random users will come to your page more often, and the search engine will gradually filter your page out as irrelevant, i.e. Inappropriate request. Compose your advertisements competently and in the future control them using Yandex Analytics, then online trading will give the desired result.