Search for keywords in Yandex. Keyword statistics. "Yandex.Direct"

To search for information on the Internet, users interested in goods and services enter their queries into the search engines - keywords and phrases. Each request represents the needs and desires of a particular user of the search system. These queries are analyzed by the search engines, based on their results the search results of the sites suitable for the user are displayed.

contextual advertising

To understand what contextual advertising is, you need to consider its main features:

1. Ads of contextual advertising are shown only to those users who may be interested in it.
2. Advertiser pays only the transfer of the user through the advertising link, and not the time of its display.
3. The advertiser determines the cost of the visitor's transition to their site.
4. Impressions of advertisements occur depending on the cost that the advertiser pays for switching over it.
5. The dependence of the advertising campaign on the audience of the show, since the submission of advertisements is based on the users' search queries.
6. Clear control of the effectiveness of the company. The number of conversions from advertisements to the site is easy to calculate. In this case, an analysis is made both of the site for advertising and the advertisement itself in relation to the number of its impressions to the number of transitions from it.
7. Fast return on investment.

Analyzing search queries

The benefit of receiving and analyzing the input of search queries for any business operating on the Internet is enormous. By analyzing these requests, developing business areas are highlighted, and the product adapts to the target audience of users. As a result, the site is promoted in the search engine in the first line of the rating and gets an opportunity to be viewed more often by visitors.

For example, the company is engaged in the implementation of microwave ovens. To find her site on the Internet, the user should enter a request to "buy a microwave oven".

In order for the company site to be as high as possible in the search results, the keywords placed on it should be as relevant as possible (consistent with the niche occupied by the company). Then he will outpace the general websites, and he will be visited by more potential buyers.

How to choose keywords

Very simple to handle, but very powerful in its characteristics tool, simplifying the search for keywords in "Yandex", offers a keyword planner "Yandex.Wordstat."

On the main page of "Yandex.Wordstat" there is a line for the keyword, a number of switchable functions and a "Pick" button. A key phrase for searching is entered in the line, and the "Pick" button is necessary to start it.

Important points:

• The use of keyword operators is allowed in the line;
• To exclude superfluous words it is possible also directly in a line.

To refine the search, it is always useful to indicate the region in which the product or service will be searched. Indication as a region of the whole country gives a very large selection of options, so it is better to limit oneself to cities.

After selecting a city, you must put the switch in the "according to" position and click the "Pick up" button. A table of two columns appears on the screen.

In the left are those phrases that fit the entered query, and in the right - the words entered by users along with our request. That is, in this column there are keywords that also need to be included in the list. In the same service "Yandex" you can study the history of requests and determine the demand for any period. To do this, you just need to put the switch in the "History of requests" position.

Evaluating the information received, you can flexibly change the strategy of contextual advertising, making decisions, how to conduct advertising campaigns in each specific city.

For Chrome, a handy plug-in has been developed that focuses on the selection of keywords - the Yandex Wordstat Helper service, which significantly saves effort and time to search for keywords in Yandex. You can install it from the Chrome Web Store.

What is Yandex Direct?

This is the system of placing ads in the advertising network of Yandex and its search engine. For each particular user, these ads are individual, because for their placement the system uses those search queries that this user entered into the system earlier. Therefore, such advertising is contextual.

Yandex.Direct simultaneously displays advertisements not only in the search results of Yandex, but also on other resources:

• "Classmates";
• "Livejournal";
• Online newspaper "From hand to hand";
• Search engine "Aport";
• Portal Mail.ru.

How to conduct an advertising campaign

The strategy of a competent campaign for contextual advertising of a product in the Yandex.Direct system consists of three parts:

• Study and formation of key queries;
• The creation on their basis of effective advertisements;
• Analysis of results.

Formation of key queries

The first stage in the formation of an advertising campaign is the definition of the target audience of the advertised service or product, its general characteristics.

The main purpose of the advertising campaign is to create active traffic, which can be achieved only when working with the right target audience. In the event of an error at this stage, the company runs the risk of squandering the advertising budget for low traffic and, as a result, getting the same low efficiency of the entire advertising campaign.

Based on the results of this stage, the search is conducted for keywords in "Yandex", which are formed from the features of the advertised product. Several selection strategies have been developed, but the use of medium- and low-frequency queries is recognized by experts as the most effective.

Development of advertisements

After searching for keywords in "Yandex", advertisements are compiled. It is important to use the found key phrases in the headings and text of these ads. A separate announcement is created for each key phrase.

Advertising Locations

Contextual advertising is placed in the issuance in several variants.

Special placement

With this option, the advertisement is located at the top of the pages, which is visible to the user right after opening and is therefore most beneficial. At special placement on the page there are no more than three advertisements used to promote sites on narrow queries.

Guaranteed Impressions

For larger queries, use the part of the page to the right of the results block. There are up to four static blocks corresponding to the query key phrase.

Ad in rotation

These ads have the lowest cost. However, their shows are not guaranteed. The more number of placed ads corresponds to the request, the less the chance of showing each of them.