Keywords: the foundation of effective contextual advertising

Yandex Direct keyword selection determines audience relevance and campaign efficiency. We explain how to choose suitable terms.

What are keywords?

Keywords are terms users enter in Yandex to find information or products.

Why keyword selection matters

• Relevance. Suitable keywords help attract people interested in your offer.
• Effectiveness. Precise keywords can improve CPC and conversion.
• Competition. Less competitive relevant terms can reduce costs.

Select effective keywords

1. Keyword strategy:

   • Sector analysis. Research phrases your potential customers use.
   • Competitor analysis. Review competitor keywords.
   • Keyword research tools. Use Yandex Wordstat and Google Keyword Planner.

2. Keyword types:

   • General: broad searches with high competition.
   • Specialised: specific searches with lower volume and stronger intent.
   • Exact match: quoted phrases for exact matching.
   • Phrase match: phrases in brackets matching relevant searches.
   • Broad match: unquoted broad-match keywords.

3. Data collection and analysis:

   • Search volume. Assess search volume.
   • Competition. Assess keyword competition.
   • Relevance. Check keyword relevance to the offer.

Regular analysis and optimisation

Review terms and bids regularly and remove ineffective keywords.

Need a Yandex Direct campaign?

The agency's specialists ProMarketing help select keywords and configure effective campaigns.

Request a free consultation to learn how contextual advertising can help your business.