How to make ads in Yandex.Direct to fall into the user's need for search query? You can "stamp" unique ads for each keyword. And you can do otherwise - make a grouping of keywords and create ad groups.

In this article you will learn:

  • What is the difference of this technique;
  • According to which principle and with the help of which tools, group keywords;
  • Step-by-step algorithm for creating ad groups in the Yandex.Direct interface.

All this we will look at a specific example.

Why group keywords

At the semantics collection stage, we collect bases and "pull out" from them maximum target queries. Someone has hundreds, and someone has thousands depending on the product. Compile ads for each keyword meaningless. You can, of course, automatically substitute the user's request to the title hoping to increase CTR and reduce the price of clicking.

However, such a clicability recipe has long become a myth, since:

  • Most phrases are low-frames and ultra-oxamples. Yandex Against the total use of the "1 request \u003d 1 ad" schema, as it leads to server overload. Ultimatum - ;
  • Everything goes to the fact that advertisers in Yandex will "deal with" not for the keyword, but for the audience, for the specific need of any segment of the Central Asia. It can be expressed by different words. We will see this further on the example.

Exit is the meaning group of semantics.

Suppose you have 10 keyword basics. Of these, you generated 300 phrases. Part is the RF keyword - you can configure one to one (1 request \u003d 1 advertisement), and everything else is to grouped by the semantic relevance. This means that in one group you collect requests that characterize one specific need.

If you fear that the grouping will increase the rates, then in vain, since:

  • Yandex recognizes synonyms;
  • Users became smarter and no longer be conducted on the backlight of the request fat in the announcement header.

How to group keywords

Consider the methodology on the example of the sale of entrance doors. Here are some groups:

  • Requests, where users are interested in wooden entrance doors:

"Wooden entrance doors to order";

"Order a wooden entrance door";

"Production of wooden entrance doors";

"Production of wooden entrance doors + to order";

"The manufacture of wooden entrance doors + to order cheap";

  • Requests for metal entrance doors:

"Order a metal entrance door";

"Order an iron entrance door";

"Metal entrance door to order";

"Iron entrance door to order";

  • Inquiries with the word "manufacturing", but without specifying type - wooden or metal:

"Making entrance doors inexpensive";

"Production of entrance doors";

"Making entrance doors to order";

"Entrance doors to order";

  • Requests that contain "to order":

"Buy the entrance door to order";

"Buy the entrance door to order";

"Entrance doors to order cheap";

"Entrance doors to order production";

What principle do we combine keywords? We look a semantic match. Its essence is as follows: there is a Lokomotiv word - this is a common property or a sign for the group. Under it are pulled up all the others.

Therefore, the phrases "Making entrance doors to order" and "entrance doors to order" fell into the third group, where the main word is "manufacture", and "buy an entrance door to order" and "entrance doors to order cheap" - in the fourth, on the basis of "to order."

How do we group the keyword? If semantics are a bit, manually can be manually. For large volume we carry out clusterization using such paid tools as Key Collector., Rush Analytics, PPC Help., Megalemma. Like any automatic method, they do not give 100% of the data processing accuracy, so it is worth checking the results on the semantic match.

So, we have grouped the keyword, now go to the ads.

What is ad groups in Yandex.Direct and what they need

Reflect all the benefits of goods / services in one declaration is difficult. You need to know what exactly "shots". To do this, put the hypothesis. I optimally check for 2 options per group to avoid unnecessary problems.

The Yandex functionality takes care of testing and determines the best option from the group based on CTR. The system alternately shows the same announcement requests indicating different characteristics of the product. Half users will see the first option, the other is the second.

Within the group observe regulations:

  • One announcement header on the group;
  • It corresponds to the request or contains the maximum of words from it.

It makes no sense to try different headlines. Clickability depends on how highly this correspondence is.

Alternatively, you can use. They allow you to automatically substitute a part of the user's request, for example, the model name. But this is suitable only for goods that have a lot of modifications.

Take a narrow topic - LED lamps, the direction of the "Crystal Panel" direction, the group "Crystalate bilateral". Here is the key group:

  • Crystal bilateral A1;
  • Crystalate bilateral A2;
  • Crystal bilateral A3;
  • Crystalate bilateral A4.

Include in the title and description Template: "Crystalate Bilateral A # 1 #". As a result, when searching in Yandex Lamps A2, the user sees an ad by this model:

At the request of "Crystal Bilateral A1" is similar:


For our example, this is not suitable for the entrance doors, so further we consider the general algorithm.

How to create a group of announcements

When the campaign is configured, press the button:


For example, we take a group of wooden entrance doors. We ask name:


We write requests in the "Settings to the entire ad group" section, the "New key phrases" field:


Add minus words, selection conditions (if the campaign is in o), UTM labels. To show specific declarations of a specific audience, tighten the regions of showing and adjusting rates.


Next step - ads. Invent the title and description for the first version:

We continue to get acquainted with the online Yandex Direct service. In the previous part we looked at step 1 -. Today we will turn to the next step 2 - the creation of a group of ads. After filling in the first step, you will open page Step 2, where you need to fill out the following data:

– Group name, Specify the name of the group of your ads or one ad.

– Mobile ad You can create mobile ads that will be shown only on mobile.

- Title, specify your ad header. Note that the maximum header length should not exceed 33 characters. On the right side of the screen, you can observe how your ad will be displayed in the search and on sites.

– Announcement text, Specify the ad text that is displayed under the heading. Maximum text size 75 characters.

- Add-ons, In addition, you can add an image for your ad. The image can only add those ads, where the price for one click is at least 3 rubles. You can also set up quick references and refinements.

- Address and telephone, you can add the address and phone to display on Yandex maps.

– Announcement button You can create in total up to 50 ads. To add another ad, click on the + Announcement button.

– New key phrases, Specify key phrases for which your ad will look. In the right window you can use the prompts and add them to your list.

– Minus words for all groups group, You can specify the words for which your ads will not be displayed. For example, if you sell only women's clothing, the word "male" will be minus the word, as well as "children's". In this case, for the search query - men's clothing, your ad will not appear.

– Repeated conditions, You can configure the retargeting conditions to show advertising only for certain types of users who perform certain actions on your site. To create retargeting on your site, the Yandex metric meter must be installed.

- Display regions, specify users from which country or city will be shown by your ads. It is important to indicate a specific region if your business is aimed only at customers only from a certain region.

– Rate adjustments, Here you can change the bid, that is, the price per click.

- Tags, you can specify the labels for your ad. The same as keywords.

Good day!

The subject of this article is a way to delete (disconnect) ads or key phrases and / out of advertising groups in advertising campaigns I am NDEx D IREK.

In this article, we will pay attention to failed ads or groups of such ads. Let's see what you can do with them, can it be improved or just get rid of them and disable (stop) shows to prevent high costs for contextual advertising:

First of all, I advise you to revise the key phrase, re-and determine for myself if this phrase has its place in the Republic of Kazakhstan. Maybe you did not finish it to the end and therefore too many money goes on this phrase. After that, you should pay attention to the title and ad text, try to observe. Review also on which you show your ad, maybe you need a little higher to increase, perhaps you are not correctly selected for this phrase. There may be a lot of reasons, do not be lazy and check everything again.

But, if you still decided to delete (stop) Announcement or group in Yandex Direct, let's consider on the example how can this be done:

We find a button before the group number, I have it " 1 announced."And click. A window appears where there is a direct button on shutdown (stop) of this ad or group. Click and turn off shows. Do not forget to save changes. Excellent, showing this ads or groups are completely stopped, be sure it will no longer appear in front of either in any network (on the search, open, poster, etc.) and it will disappear from the menu item " Active».

Choose an unnecessary announcement to you (group), we find under the text of the announcement parameter " Archive group"And click. Announcement Move at the menu item " Archive »Where it will not bother you.

This most applies to the removal of a whole group of ads. Let's look at the question removing one or more key phrases from the group . This is done very simply, we find the desired group, in the group we find the phrase you need, bring the mouse cursor and press it.

In the window that appears, we give us an opportunity " Specify»Key phrase or" Remove phrase" When clarified, you can see the forecast of the shows, as well as choose a minus word for which the ad will not be shown. Select the minus-words you need to pay attention to changes in the forecast and click " OK" After that, that would be covered by force, click on the yellow button at the bottom of the screen " Save ».

If you just need to remove the key phrase from the ad group in Yandex Direct, repeat the steps -\u003e we press the cursor -\u003e click and choose " Remove phrase" Attention, the phrase can be restored if you for any reason did it mistakenly, for this you just need to click on " Restore».

If you do not need to restore anything, again at the bottom of the screen -\u003e Yellow button -\u003e " Save ».

And last, if you need to delete several ad groups at once in the DIKTEK, check the checkbox, at the bottom of the screen you will find the strip where you can set an action for the selected announced. How did you guess click on " Stop"And then you can send to the archive.

In order to delete or archive a whole advertising campaign in Yandex Direct for reasons for its completion or other reasons, go to the appropriate links called the campaign.

I have everything on this, I hope my tips helped you solve your difficult tasks. Do not forget to share an article. Health to everyone!

This part is the continuation of the previous article. Therefore, I recommend to study the material from the first part and only then move to this post.

To begin with, you need to assign the name of our future ad group of Yandex Direct. In one such group you can create and place 50 different advertisements.

For example, you can make one announcement for search advertising on regular computers, and another for mobile devices. In general, now assign the name of the new group.

However, we do not use them, since one ad must be hidden under one request. I recommend to all observe this rule. Especially those who do not know how to use Yandex Direct.

This is a high-frequency key that we can take in quotes. We insert it into the main field. Please note how to add keywords.

Next, we will come from this main phrase to create contextual advertising. That is, we have the main key request and now we need, guided by the rules for the preparation of an effective announcement, add this request to the field " Title"And" ”.

Also note that there is a shown how many characters we can still use. The maximum header length of Yandex Direct is 33 characters. And the number of characters in the ad must be no more than 75.

Name " Book perforator"We can leave and leave. However, you will agree, so ugly it will look. So let's try to do differently. For example, you can insert " Buy perforator”.

At the same time, both variants of the key phrase are present in the title. Let's look at a good example announcement. There phrases are highlighted fat. In addition, the headlines are compiled correctly.

Now let's try to add your heading. Again, we look at the examples above. In the first case, we can specify a favorable price that will give high advertising clicability.

In the second example, you can specify the region that also heats the user's interest. For my example, I will focus a person per share at cost. As a result, my name will be so " Buy a perforator with a 15% discount!”

So, the title we made up. Now go to the text of the ad. The description is better to include the same and additional incentives that mentioned in the title. It is necessary so that the advertisement is not ambiguous.

If you mentioned some kind of key in the title, then it should be in the description. If you have information about the discount in the title, it means it should also be in the description.

As a result, the ad text will look like that " Have time to buy a perforator at a discount of 15% until the end of June. 237 models. Cliki”.

If you do not have enough symbols when drawing up, you can replace some words to shorter synonyms. Also in some places you can remove gaps and punctuation marks.

Now pay attention to the demonstration of the example of our contextual advertising. After I inserted the page address, a link in the form of a domain appeared in the declaration generator.

It is useful when you have a long and ugly link. Such an ul spoils all online advertising. Therefore, it needs to be shocked to the main domain. If you have a beautiful and target page, then insert it into the field " Displayed Link«.

However, your ul must be no more than 20 characters. Also, if the site domain has an SSL certificate, then do not forget to put on https.

Now I will show how to make quick links in the director. So, press the button " Add". The above displays the demonstration view of the future announcement. Go down just below and fill ankor (Link text) And the address itself on the page.

I want to warn you that there are three parameters more significant, without which the image does not appear in the ad:

  • The minimum price per click is exceeded. Now she is 3 rubles.
  • Provided that the webmaster website will allow the pictures to display in the ad.

For example, let's drive one image. However, first pay attention to the following requirements for Yandex Direct images:

  • Three main file formats are accepted: JPG, PNG and GIF;
  • With the standard aspect ratio (from 1: 1 to 4: 3) the image size must be within 450 - 5000 px from all sides;
  • For widescreen images (16: 9) the size will be from 1080 x 607 to 5000 x 2812 px;
  • The weight file must be less than 10 MB.

So, after downloading the photo, we can adjust the display of the picture and at the same time focus on the demonstration of an example of the future announcement. When everyone is tight, do not forget to save the settings.

In principle, the pictures are well affected by clicability. Therefore, when drawing up your ad, we must select only thematic images. It is desirable that they were brighter, juicy and messing. So you will significantly increase clickability.

Also refer to the image format. If you want to use a standard and widescreen photo, then for each option you must have a separate announcement.

All this is done in the same group. Just below create the same ad (Button "+ Ad")But already with another image format. If you make contextual advertising under the mobile segment, do not forget to celebrate item " Mobile ad«.

And we go on. We will have the next point " ". I will not repeat. I spoke about this in the first step setting director (Link at the beginning of the post). Therefore, this moment I will miss and go beyond the settings.

New key phrases we have already filled out. We have one main key. We do not add anything else in this field. So we observe the Golden Rule - " One request is one announcement.”

Now approach minus words. In principle, here in Yandex RU directly can also be added to anything, since minus words we added in the first step settings. Therefore, this item also skip.

Repeat conditions you do not ask yet. I will talk about it in more detail in a separate article about the effectiveness of the advertising campaign with the means of web analytics.

When talking about conversion, I will mention this moment. Therefore, if that, then subscribe to the site updates to then not miss anything.

We also indicated the show regions in the first step. I have this Moscow and the area. Of course, you can clarify here. But I recommend this option to customize immediately in the first step on creating Yandex advertising.