Semantic core for direct
The launch of an advertising campaign begins with the creation of a semantic core – a set of key phrases by which your ad will be shown to users. The effectiveness of the campaign and, ultimately, your profit depends on how well the semantics are selected.
In this article, we will understand what a semantic core is and how to assemble it correctly so as not to waste money on advertising down the drain.
Myths about semantics
Before we begin to understand the intricacies of collection, we recommend that you familiarize yourself with the most popular myths about working with semantics in advertising:
It is necessary to collect tens and hundreds of thousands of keys in order to be shown everywhere in general. This is not true. It makes no sense to collect tens of thousands of keywords if 95% of them will never convert, but you will be charged for clicks.
For example, the phrase “buy a Canon 6d camera” will convert into sale better and faster than “Canon 6d or 5d what to choose”. These are different stages of decision making. You can work with information requests on your blog using articles on these topics.
You need to show up for cheap queries – there is little competition for them. This is another misconception. Cheap requests are usually not targeted, which means that they will convert badly. What’s better? 10 clicks for 50 rubles and 1 sale or 100 clicks for 10 rubles and 1 sale? That’s it! 🙂
We write one ad for all the keys and drove off! Take your time to launch such ads if you do not want to waste money without selling. When setting up search advertising, the maximum adjustment to the user’s request rules. This means that a person who types in the request “buy a Canon 6d camera” should see exactly an ad with the phrase “buy a Canon 6d camera”, and not “buy a Canon 6d camera”.
Requests can be “composed”. This is the sin of inexperienced specialists and agencies. They take the name of the product “Canon 6d camera” and, using various prefixes (buy, order, price, cost, etc.), form a set of queries. This is how advertising is launched, which does not make a profit, but only drains the budget. Theoretically, you can use this method, but in practice, no adjustments are made with negative words and the effectiveness is not at all. This is not to mention the fact that the request simply may not correspond to reality – people just do not search.
How to build a semantic core
It’s simple – you need to collect key phrases that exactly mean the user’s desire to buy your product or use your service and set up ads for them. And put the rest of the key phrases on a separate list and add non-target junk words to the list of minus words.
Let’s figure out how to do this in practice:
Collecting keyword masks. Masks are a list of one, two, or three compound queries that users can use to describe your product or service. It is these words that we will use as the basis for collecting the semantic core.
After collecting the masks, we start collecting nested queries for them. This is where the Yandex Wordstat Assistant browser extension will help a lot. We recommend that you collect requests first for one category, then move on to another, so as not to get confused.
Here you can either limit yourself to a quick collection at the tops and start (this is necessary in the case of a high-speed launch) or thoughtfully “vacuum” all the keys to the last and collect all possible minus words and additions.
Collect negative keywords. You can create a general list of negative keywords for yourself and apply it, replenishing it as you collect it. Minus words allow you to cut off non-targeted impressions. For example, in the niche of promoting children’s holidays, an important minus word was “polyclinic”. This is because a lot of parents want to know how the children’s clinic works during the holidays.
Grouping keywords. The importance of keyword grouping is obvious, it will allow you to use the most relevant headlines, collect statistics on specific request pools, and divide the user relative to the stage of the sales funnel.
How to automate the process
There are several services to help you collect semantics for your project:
Peklo Tool will help you collect all keywords;
The PPC tool has proven itself to be a good tool for collecting negative keywords;
Key Collector – will help you collect keys and give an assessment of their effectiveness and cost.
Outcome
The profitability of the advertising campaign and the profit that your business will receive will depend on how well the semantic core is assembled in Yandex Direct. We do not recommend skipping the stages of thoughtful selection of keywords and their correction with negative keywords.