How to find words for contextual advertising. Training in Yandex.Direct: selection of words for contextual advertising. Manual selection of words Yandex.Direct

Hello blog visitors!

As you understand, my articles will be in the form of lessons dedicated to one or another Internet marketing tool. In this lesson, we will analyze such an important stage of setting up contextual advertising as the selection of Yandex Direct keywords (). This is a very important process that needs to be approached very focused, because by collecting the wrong requests, you doom the advertising campaign to failure, and put your wallet on a cruel diet.

Okay, let's get to work!

Grouping keywords.

Keyword or phrase (search query) is a word or phrase, thanks to which the search engine understands which pages or sites to show in the search results.

Let's start the selection of Yandex Direct keywords with the grouping question. The fact is that each request has its own frequency of impressions. For example, "iphone 6s" has 233,334 impressions per month, that is, approximately 233,334 people request something in Yandex with the name of their smartphone. There are "keys" with a lower frequency of impressions per month, up to 1 impression.

So, the requests are divided by frequency of impressions into three groups:

1. High frequency (HF). Have a frequency of 2,000 impressions per month or more;
2. Mid-frequency (MF). Frequency - from 500 to 2000 impressions per month;
3. Low frequency (LF). Frequency - 1 to 500 impressions per month.

Each group of requests will bring you traffic of different quality. So HF will bring you a lot of traffic, but not the fact that it will be of high quality. Midrange queries are the most common in all niches (topics), advertisers receive the bulk of their traffic from them. Low-frequency requests also bring in most of the high-quality traffic.

But you do not need to be guided only by frequency. The fact is that key phrases are divided into three groups according to the likelihood of buying by "temperature":

1. Cold. The likelihood of a purchase is low;
2. Warm. The probability of buying is average;
3. Hot. The probability of buying is high;

Let's take a look at each group.

"Hot"

The "hot" include search queries containing the so-called selling set-top boxes: buy, price, cheap, to order, and the like. For example:

• buy iphone 6s;
• buy a case for iphone 6s;
• iphone 6s price;

That is, when using "hot" queries, the probability of a sale increases significantly. The person who asked such a key phrase is already ready to buy and is looking for and comparing various options where it is more profitable for him to make a purchase.

"Warm"

The user is defined as interested in purchasing a product, but not yet finished. Warm queries contain qualifying phrases, for example:

• iphone 6s in Moscow;
• how much does the iphone 6 case cost;
• where to buy iphone 6s;

They will give you the main traffic. For the most part, "warm" queries have a frequency of 500 to 2000 impressions per month (MD), and the number of impressions per month is not small.

"Cold"

The probability of buying, as I wrote above, is low, that's why they are cold. It may seem to you that using such keywords is not worth it, anyway, very few people will buy. But he will buy. "Cold" requests have a high frequency of impressions per month, which means they will bring a lot of traffic, it's up to the site. As he sells, he will buy.

An example of "cold" requests:

• iphone 6s;
• covers for smartphones;
• display for a smartphone;

How to collect keywords?

Let's start selecting keywords. This can be done in two ways: manual and automatic. Learn more about each of the methods right now. Let's start with the manual one.

Manual selection of words in Yandex is carried out in the Wordstat service (wordstat.yandex.ru).

This method is quite simple, and, most importantly, it is free. Google has its own similar tool, but more functional.

How to work in Wordstat?

Step 1. Keyword masks.

A mask is a keyword or phrase that describes your niche, product, or service.

The mask should consist of 1 - 2 words.

For example, the word "iphone 6s" is a mask. Just enter it in a line and see all the requests, then add them to the list.

Step 2. Collect all the key phrases you need.

Now, just collect all the keywords that you think can bring you profit and quality traffic.

In this screenshot, I have highlighted those search queries that can bring us profit.

Advice: Do you see a small rectangle on the left? So, this add-on to the browser is Yandex Wordstat Assistant. Link: http://semantica.in/tools/yandex-wordstat-assistant.

This add-on greatly facilitates the selection of Yandex Direct keywords. Just click on the plus signs, then click on the copy icon in the add-on block:

After adding a request, a minus appears in place of the plus sign, by clicking on which you can delete the unnecessary one.

This is how the selection of words for Yandex Direct is carried out with pens.

Automatic collection method.

You can also perform automatic selection of keywords for Yandex Direct using parser programs. The most popular parsers: (paid parser, 1700 rubles), Magadan (free), Slovoyob (free).

Naturally, KeyCollector has extensive capabilities (), but free counterparts are significantly inferior to it in functionality and speed.

When working with a parser, you just need to drive in the masks, start the process and wait. Then it checks what the parser has collected and that's it.

Today I will show you how to work with the Slovoeb parser.

Parsing in Slovoeb.

1) First of all, we need to create a Yandex account for parsing. The fact is that Yandex blocks accounts that vehemently send requests for information. I think that there will be no problems with this;

2) Now you need to drive in the password and login from the new Yandex account into Slovoyob. Go to settings, click on this icon:

3) Then go to the Yandex Direct tab (1). In the field for setting up Yandex accounts, enter the username and password (2). Enter the data like this: [email protected]: password. We save. Be sure to put a colon between your username and password.

4) Create a new project

5) Then you need to drive in the masks and start collecting requests. To do this, click on this button.

We start collecting

6) We are waiting for the collection to end. Here you can see the frequency for a particular request.

7) Now you need to export all queries to an Excel file. To do this, click on the export button, it is located here:

The file will be in csv format.

Fine! Now you can perform automatic selection of Yandex Direct keywords.

Selection of keywords in Slovoyob by several masks.

To do this, follow the 5th paragraph of the instructions above.

1) We drive several masks into the window. Put a check mark “Do not add a phrase if it is already in other groups” (1). Click on the group distribution button (2).

2) We start collecting search queries.

Then do everything as described in the instructions above.

Collect negative keywords.

A necessary step in collecting keywords is the collection of the so-called,. If you do not collect negative keywords, you doom your advertising campaign to failure, because sooner or later traffic becomes so polluted that only losses are incurred from advertising.

Today you learned how to select Yandex Direct keywords manually and automatically. Also, we learned how to share keywords. Hope you found this tutorial helpful.

In the next lesson, we will analyze which will help you save several thousand rubles and make your advertising more effective.

See you!

Many articles have been written about the selection of keywords for Direct and Adwords, but they all have one drawback. They talk about everything and nothing in particular. I decided to fix it and write detailed instructions for compiling a semantic core for contextual advertising... Get ready for a long and very detailed guide, after which you can collect all the targeted queries for your search ads by yourself.

How search engines understand keywords

Let's start with the basics. What are keywords in general and how do search engines understand them. Keywords are the phrases for which you want to show your ads in the advertising search results of Yandex, Google and their counterparts. In other words, if you want to show ads on Yandex to those who are looking for custom kitchens, then you need to use the custom kitchens keyword. It couldn't be easier.

But we must not forget that search engines are robots that do not understand Russian in the form we are used to. For example, Yandex by default omits all conjunctions and prepositions. Those. if you choose to serve your ads for the keyword above in the examplekitchens to order Yandex will see this keyword in its own way, it misses the preposition for, i.e. in fact, you will be showing your ad for the keyword kitchen order.

In addition, neither Yandex nor Google takes into account the word order in the keyword. And if, for example, you want to show ads by keywordtickets peter moscow, then your ads will be shown if the user requests in search engines tickets moscow peter- do you understand? And these are just 2 examples of how search engines understand user queries. In order to show your ads exactly for those user requests for which you want, you must use the ones I wrote about earlier.

Is automatic selection of keywords possible?

Perhaps you have heard more than once that there are some magical programs that will automatically and without your participation assemble the semantic core in a matter of minutes. But miracles do not happen, and even if you trust the selection of keywords to a specialist, you will still need to participate in this process, because no specialist can understand business as well as you - its leader.

Of course, what you read below will greatly facilitate your work on collecting the semantic core for contextual advertising, you will spend dozens of times less time than if you did it without instructions, but you still have to work with your hands and your head. Now let's talk about the stages of keyword research.

Stages of keyword selection Direct and Adwords

The selection of keywords is conventionally divided into 3 stages: collecting the basis of the semantic core (or keyword masks), collecting keywords by masks, grouping keywords and negative words for an advertising campaign.

First, let's understand the terms.

The basis of the semantic core(also known as keyword masks) is a list of one-, two- or three-word queries that users can use to name your product or service. These are the words that can describe your product.

In our kitchen example, this iskitchen, kitchen set, kitchen furniture, kitchen furniture, etc..

Selection of keyword masks

At this stage, you need to include all your imagination, all knowledge about your product, find out everything you can about your product from competitors, and also ask Yandex and Google.

Where you will write out all the masks is your own business. Someone makes mind maps, someone uses a notepad, personally, I prefer to collect masks in an Excel spreadsheet.

How do I search for keyword masks? The very first thing is to write down all the possible names for your product or service. Then you can go to Yandex Wordstat, one by one enter the key masks already found in the head and add to the list those that you see in the right column “queries similar to”.

This is how it looks in practice:

Everything that is sent to the basis of the semantic core is highlighted in red. We don't need everything in the left column yet. Since our task now is to maximize the list of options for how they can search for our service. And the left column contains all the keywords that already have our mask. In our example, they all contain the phrase "infrared floor". Such queries are called nested queries. Those. they are nested in our keyword mask.

You can also go to the search engines themselves and see their tips.

Also, be sure to check the sites of competitors, for sure you will find many new masks.

Grouping Keyword Masks

You need to understand that if you have an online store with a huge number of products, then you will have a huge file with keyword masks. And it's better to immediately divide it into groups, according to the structure of your site. For example, for each section of the site there is a new Excel file, inside which there will be different subsections or products in different tabs.

But even if you have a simple one-page page, I still recommend grouping masks by common semantic features. For example, separately all masks that relate to Yandex Direct, separately all masks that relate to Google Adwords, and separately everything that concerns simply contextual advertising. What is it for? Firstly, it will save us time on sorting keywords, and secondly, it will significantly save your time on writing ads in the future.

Matching nested keyword queries

Here you have a choice: automation or manual operation... You can use the Key Collector program, which will collect all nested queries for you, or you can use the tool Estimation of the budget of an advertising campaign from Yandex, in which you can do the same by hand. So it's up to you to decide whether to save time or money. Let me show you how it works using the example of the tool for estimating the budget of an advertising campaign from Yandex.

So, for each of our masks, we need to collect everything that is in the left column of Yandex Wordstat. To do this, open the budget estimation tool, and immediately uncheck the 2 checkboxes below. This is a very important point.

Then we insert the first mask, we have this "warm floor" and pressRecalculate

Yandex calculates the budget forecast for a given keyword, but we don't need it. We need to pull out all requests from the left column of Yandex Wordstat. To do this, under the word "warm floor" pressPick up

And we get the Yandex Wordstat issue. Where we just need to tick off everything in the left column:

Then go down and pressAdd

Any keywords highlighted with a check will go to the budget estimator. Be sure to always check that after each addition you have a checkmark Phrases

And you will need to return to the page where you marked the keywords with checkmarks, and go to the second page of Yandex Wordstat issue:

There we again tick off all the phrases, pressAdd, check that the keywords have been added to the budget estimation tool and that the Phrases checkbox is checked, return to the search page again and go to the third page. We repeat these operations until you reach the frequency values ​​of 20-10. I usually take on lower-frequency phrases only if the niche is very narrow, and there are very few more frequent keywords.

When all the nested requests for the first mask are collected, they need to be added to our Excel file. To do this, either export all keywords to a file, or copy and paste them into Excel:

Repeat all the above steps for each keyword mask. Thus, you will collect just a huge number of keywords. But you need to understand that so far there are both target and non-target words on our list. And here comes the sorting stage, when we separate the grains from the chaff.

Sorting keywords

Sorting is easiest in Key Collector, and there are a variety of Excel macros available on the web. But I'll show you how you can sort all the keywords pretty quickly using the usual Excel built-in functions.

So, we have a huge sheet of keywords in which we need to find all the hot keywords first. Hot- these are the keys in which the user clearly expresses interest in purchasing the product. Typically, these keywords containbuy, delivery, order, price, city name, etc.

How to quickly find all hot keys in our file? Conditional formatting will help us.

What should be done.

Select the entire column A. Open conditional formatting-rules for selecting cells-text contains:

Enter the first hot keyword marker buy, I only recommend entering such markers without endings, i.e. buy

Click ok, and all the keywords that contain buy highlighted in red:

And set up sorting, in which all cells of a given color will be at the top:

See if they are all targeted for you. If any of the keys are not targeted, immediately transfer them to a separate tab, where we will later collect them. And cut and transfer all targeted hot keywords to a separate tab, where we will collect only hot keywords. And repeat this operation for all hotkey markers.

In the same way, you can very quickly remove from the list all non-targeted requests that we know for sure. For example with the words reviews, photos, videos, do it yourself, etc.

In addition, in this way, you can separate the keywords across the pages of the site. For example, highlight from all the hot electric, water, infrared, film, etc. and split them into different tabs of our file. Where for each section of the site there will be its own tab with keywords.

After you have collected all the hot and main non-target keywords in separate tabs, all you have to do is highlight the warm keywords and negative keywords. The easiest way to do this is with the two-finger method.

Sorting keywords using the two-finger method

How this method works. It's simple. You assume that all the remaining target keys for you are number 1, and all non-target keys are number 2. And in column B, opposite each keyword, put 1 or 2.

Then sort column B in ascending order. An important point, when sorting, be sure to choose automatically expand the selected range otherwise the sorting will happen only inside column B

And all of your keywords will line up in order. There will be target keys first - these are your remaining warm ones. And behind them, the non-target keys are your remaining minus words.

Accordingly, you transfer the warm ones to a separate tab, and add the minus words to the tab with minus words.

It would seem that everything. But no. It is also necessary to single out individual non-target words from all your phrases with minus words. So that you get a tab not with phrases, but with individual words that can be used in an advertising campaign.

Highlight minus words

In order to select individual non-target words from phrases, you can use the tool Word count. You need to insert all the phrases with minus words into it, and the counting rhyme will break all these phrases into separate words.

Paste these words into Excel and use the two-finger method again. Where 1 is the target words for us, and 2 are non-target words.

Sort in ascending order again, and all the words with the number 2 are your minus words that can be used for an advertising campaign.

That's all. As a result, you should have a huge Excel file with tabs for hot keywords, warm keywords and negative words that you can already use to write your ads.

Keyword selection - summary

You must understand that this is just an algorithm that you can adjust for yourself... You can automate some manual operations using parsers and macros for Excel. You can optimize some operations for your niche, for example, you can have hot keywords with completely different markers. Use the keyword selection algorithm described above, but do not forget to turn on your head and think about how this can be applied in your particular case.

If you have any questions - welcome to the comments.

One of the most unusual mistakes I made was using a combination of some of the phrases that generated porn traffic to my site.

This led to sad results.

Then I realized what irrelevant traffic, match types and negative keyword bases are.

After manipulations and work, I reduced them by 2 times while increasing sales.

And as it turned out, a lot depends on the keywords.

Keyword Research

5 segments of complete analysis.

Rule of "two words": the secret of success.

TOP tools for collecting keys.

A keyword is a query that a user sets in a search bar.
All keywords can be divided into segments that lead to a purchase.

1. Awareness - for example watch casio.
2. Demonstrated interest - Casio watch specifications.
3. Researching a product or service - Casio watches reviews.
4. Comparison stage of similar solutions - for example, Casio watches prices.
5. Purchase requests - for example, buy casio watch.

According to this funnel, queries are conditionally divided by "warmth" - from cold to hot.

The division is relative, but allows you to identify the queries that are asked by either the target or relevant audience.

Remember that the former buy, the latter do not.

How to collect the main keywords?

Use simple tips.

Based on the structure of the site

If the site where your products are located sells Casio watches of different models, you need to take the main key “ CASIO watch”.

Also choose all the ideas for spelling these words - watch casio.

The store that will sell Casio watches will use all synonyms and additional words associated with the brand.

It is also important for context to study:

• site analytics (Google or Yandex);
• search queries in Google and Yandex Webmasters;
• results from the site's built-in search engine.

Track how and what users are looking for, when they visit the site, and what queries they use.

Write these requests for each page separately.

They will come in handy later.

Also write down commercially profitable queries that are attractive in your opinion, but do not occupy the TOP-3 search results.

It is for them that you can increase sales by setting up contextual advertising for them.

Choose different word ideas

Remember that not always only direct keys are able to give you a client.

Also, product names of brands or product categories can complement your contextual ad.

For example, you sell a garage door, the keywords for this query can be collected by groups of synonyms:

• sectional doors;
• roller gates;
• garage doors;
• lifting gates;
• roll gate.

All of these words are used to search for the same type of door - sectional garage doors.

Or, for example, the same Casio watch:

• wristwatch;
• buy casio;
• watch gi shock;
• casio gi shock;
• g shock;
• casio edifice.

The Yandex Wordstat service can help you collect synonyms - its right column.

By researching each pair of words, select those that are most relevant to you (that is, correspond to your product and service).

Different keyword variations should be used for a wider reach.

Use the two-word rule.

Choose words so that they are combined using a pair of words.

Then the rest of the words will already be based on these phrases.

Analyze your competitors

I will show you with an example, how to find keywords in Yandex Wordstat for its online advertising campaign. All we need is Yandex Wordstat keyword selection service and one of the spreadsheet editors (Exel or Open Office).

I made a breakdown for my table in advance to conduct a complete selection of keywords in Yandex.

Brainstorm

So, the first thing to start searching for keywords is brainstorming. In the column I will write down the key phrases by which I would search for my product. For example, I chose a stroller. Accordingly, in the column “ Brainstorm" I am writing down " baby carriage«.

How else can you find this product? What else do you need to write in the search engine?

Well maybe, " baby stroller". In principle, this is enough for a start. Now you need to copy the first key request, select the region in Wordstat (let it be Russia) and then insert the key into the search bar. After you have pressed Enter, the system will give us its statistics for the given phrase.

How to find keywords in Yandex

The second stage that needs to be implemented is how to find keywords in Yandex. In the statistics, we can see that the keyword has more than 336,000 impressions per month. This is a high-frequency request.

But we are more interested in the right column " What else were the people looking for ...". Let's take a look at the request for words that, in principle, will be adjacent to the main keyword and may be useful to us in terms of using an advertising campaign.

So, baby strollers. Is this request right for us? I think yes! Therefore, we immediately copy it to our file. You need to insert into the column “ Still looking". Next, we immediately mark the number of impressions per month.

We look at the next request - a stroller carrycot. Also fits. Just as in the previous example, copy it to our table.

In general, from the right column of statistics from Yandex Wordstat, we need to copy all the appropriate selection of queries and add them to our list of keywords.

Let's look at a couple more queries and try to find keywords. For example, a stroller is a transformer. We also add it to the table.

Please note that the statistics may contain completely incomprehensible queries. In this case, you need to look at the information from the search results for this request. That is, what the given expression means. If it somehow fits your ad, then add those words too.

For example, request maxi cosi.

At first glance, it is not clear what this is about. But how it is worth looking for information on this request, it immediately becomes clear. These are ordinary car seats. Accordingly, in our example with you, such a key is not suitable and we just skip it.

Inquiry " strollers»Suits us. Therefore, we add it to the list. Don't forget to copy the number of impressions as well. We add only what fits the main query.

I didn't add everything, of course. Therefore, as an example, I created such a small selection list of keywords.

When the column " Still looking"You filled in, you need a master key" baby carriage"Copy to column" Key phrase". In a collumn " Number of requests»Enter the number of requests for this key.

We do the same with the phrase “ baby stroller". We copy it to " Key phrase". Then in Wordstat we check and copy the number of queries into the second column of our table.

Pay attention if in the phrase “ baby stroller"We will not put a plus in front of" for“, Then all queries can be displayed without an excuse for. Therefore, in our example, we put it without a plus.

It can be seen that Yandex Wordstat did not give us the right column “ What people were looking for….". That is, no additional related queries are seen here. Accordingly, we do not add anything to our table.

Now we have processed the list from the brainstorming session. I will repeat once again how this should be done in order to select search queries:

1. First, we take the first request from the brainstorming list.
2. Then we check it with. That is, there should be a keyword check. We need to be sure to find out the number of requests.
3. Copy this request again, add it to the column “ Key phrase"And next to it we write down the number of requests.
4. We look at the right column of Wordstat " What else were people looking for". From this list, we must select the queries that are suitable for us and copy them into our table in the column “ Still looking«.
5. In the column “ Brainstorm»Delete the first request. Now we are working through all the previous actions with the second keyword from our brainstorming session.

As a result, we have already processed the entire primary list of keywords from the brainstorming session.

Splitting keywords

Now we need to do the following. Namely, start processing the column “ Key phrase". This process is called keyword splitting.

So, let's continue with the selection of keywords for. We copy the first phrase “ Baby stroller»In Yandex Wordstat.

Our main task is to break the high-frequency key phrase into smaller keys with an impression of no more than 500 per month. How to do it?

As an example, I will take a key with a not so huge number of requests. For example, " baby strollers". I paste this key into the Wordstat field for further crushing. We also insert it into the table in the column “ Key phrase«.

Further in Wordstat we look at the number of impressions per month for the query “ baby strollers". We copy this number into the column “ Number of requests". The essence of this method is to split this mid-frequency key request into smaller low-frequency ones. How to do it?

Now we look, everything below the main query " baby strollers“, These are actually occurrences. That is, all the lower queries from the left column are included in our main one.

So let's start looking. " Buy baby stroller spb"With 548 requests. Basically, this is a low frequency request that suits us.

In fact, we are a large mid-frequency request " baby strollers"Can be replaced with other small queries like" buy baby stroller spb«, « stroller shops in St. Petersburg«, « repair of baby strollers in St. Petersburg" etc.

In general, a big request “ baby strollers"Includes a large number of smaller queries that have an entry in the main keyword. That being said, this big key (HF or MF) need to be broken down into smaller ones.

At the same time, we are interested in how many people are looking for exactly " baby strollers". Therefore, we put this key phrase in Yandex Wordstat in quotes. We see that it is 96 impressions.

Output

So what have we done. We had one high-frequency keyword request “ baby strollers"With the number of requests a little less than 3000. Then we took this big key and put it together.

Then we took all the keys that are included in this request. They were taken with only a small number of hits. In fact, we replaced the main query with the list from the brainstorming session “ baby strollers«.

Now from the column " Key phrase"We delete this main key and then add the keys from the column" Brainstorm"Into the column" Key phrase«.

The whole point is that in our list of keywords there are only those words that are low-frequency queries. Next, we will use these words to create ads and launch advertising campaigns on the Internet.

This process is very time consuming. However, it must be carried out in order for your advertising campaign to be effective on the Internet in the future.

Pavel Lomakin

O Quite often now you can find offers from advertising agencies that have a plate with prices for services on their landing pages. These prices usually depend on the number of keywords and some other additional "goodies" that may or may not be included in the price, depending on your wishes. And as a rule, the person who orders advertising first of all makes a choice based on the number of keywords. Moreover, at many trainings on launching sales of some product, they say so directly and take 100,500 keywords, make ads on them on the principle of 1 key = 1 ad and start advertising. ( If you still decide on this, then see how to do it with minimal time investment.)

V In principle, everything is logical, the more people see your offer, the better. But the devil is in the little things, as they say. And not all keywords are equally useful for your business. That is, you can launch an advertisement for 10,000 keys and not receive a single order, but you can concentrate and launch only 100-300 keys and squeeze out the maximum orders. That is, in practice, it turns out that it is one thing when visitors who have typed an information key pass through your site, and another thing when they explicitly indicate that they want to purchase a product. Of course, the conversion from two such different requests differs at times, as well as costs and competition. Therefore, before launching an advertisement for a particular request, they should be divided into, say, customer focus.

O There are usually three main key segments:

• Hot Keys
• Warm Keys
• Cold keys

NS Let us examine each of them in more detail.

Hot inquiries

An intention to buy a product or service has already been formed. They contain words (buy, price, cost, order, etc.) As a rule, these are three-word or more queries with selling additives.

T It must also be said that with an increase in the number of words in a query, its temperature also increases in direct proportion. And if clarifications are also indicated in the form of specific product names or some characteristics, then you can generally get burned.)))

V to a large extent, these purely transactional keys are mostly found in the retail product niches. As a rule, these are online stores, where there is something that you can touch, touch with your hands. From experience I will say that in most niches, hot keywords are from 200 to 500 pieces. sometimes up to 1000 pieces. The exception is online stores with a large number of commodity items. This is objective! Therefore, those who are going to order the services of agencies to create an advertising campaign for 1,500, 2,000, and even more than 10,000 keys, should immediately realize that both warm and cold keys will be included there. Therefore, if you have a limited budget and you are just starting out, do not rush to immediately rush into the maelstrom with your head, start with the hot ones and gradually expand your campaigns. Moreover, you can expand hot traffic using, for example, other sources where your audience is concentrated.

Warm inquiries

E If we see that a person is looking for feedback on a particular model, then such a request is of higher priority for us, since most likely the person has already decided, but he needs to be pushed to buy by writing enthusiastic reviews on the intermediate page. That is, he needs so-called social proof. Statistically, people tend to trust products with reviews rather than those without them.

Cold requests

1. Requests not directly related to the product or service. He is looking for goods for fishing, and you can offer him warm socks.
2. One-word-two-word high-frequency queries. "Real estate, female cometic"
3. Hot requests for a similar product or competitor product, for example, cosmetics from a specific manufacturer.

V In the first case, the request is not hot for us, but we still use it when offering our product, since it may suit him.

V about the second case, we simply do not know what he specifically wants by typing such a request, about he is interested in the topic, which means potentially our client.

H and at the expense of the third point, the situation is ambiguous and the gravitation is more towards the warm ones, most likely according to the classification.

NS It is not advisable to launch cold queries at the very beginning with budget constraints, although this is one of the ways to get out of the competition if it is very strong in hot keys. If you still decide to launch them, then you should start with campaigns on thematic platforms, according to the principle that I described in the article “.

V In short, the algorithm for launching for cold requests can be as follows: launch a campaign in YAN, then look at which keywords the conversion is going on, transfer the conversion keys to search.

D For cold queries, the ad writing algorithm, especially for search sites, is somewhat different from those that I described. It is more important to get not a high CTR, but a clear offer for the client so that he does not click your money in vain expecting to see something completely different from what is reflected on the site. Although there are exceptions, this mainly concerns the use of the affiliate marketing technique. What is it. We drive cold thematic traffic, as low as possible, not to the sales page, but to the page gasket, which warms up the audience to purchase. Such a multi-way has proven itself well, you can take it into service.

E There are some peculiarities in the classification, for example, for the information business or the collection of a subscription base. Since in such cases hot, in addition to those directly related to training, such as: video course, video, training, etc. there will be inquiries of an interrogative informational nature: how to lose weight over the summer, how to learn to knit, how to quickly build a sewer on your own. That is, these requests can be interpreted in different ways, both warm and hot.

H I hope now, knowing how you can segment keywords in advertising, you will save your budget from rash spills on queries that are not entirely targeted for you, at least at the initial stage of launching, and, if you wish, you will save on choosing a tariff with a large number of keywords from either other advertising agency or freelancer.