How to correctly create a list of requests for promotion. Selling additives for Yandex Direct. Search for a specific model

Selling additives are words that distinguish among potential buyers a group of people ready to buy a product or service. So, why are they needed anyway? As practice shows, of all collected keywords, targeted applications bring only a small percentage. And what to do in a situation with a limited budget? Supplement sales people come to the rescue. They show the buyer's maximum interest in your product or service.

For example, if a person enters the request “Characteristics of an instantaneous water heater,” then most likely he is not ready to purchase the product. But if instead of “characteristics” we substitute any selling additive, then the meaning of the search query will completely change. The phrase “Buy an instantaneous water heater” indicates the buyer’s readiness to make a purchase.

It is important to understand your target audience. The list of selling additives that you can use depends on it. Selling additives can significantly increase the click-through rate of your ads. However, if used incorrectly, lovers of “freebies” will come to you along with target buyers.

Let's say you sell luxury wines. And when writing an ad, you use such selling additives as “Cheap” and “Budget”. Of course they are, but most users will not be interested in purchasing your product. Most likely, such ads will simply drain the advertising campaign budget and will not bring in applications.

So, why are they needed anyway? Let's imagine a situation where we have a very limited budget. And there is simply no money for testing a large number of words. What to do in this case? After all, even if you collect a large semantic core from it, not all words will work.

List of selling supplements

1. Words showing the buyer's readiness to make a purchase. These words have maximum priority. The buyer has already made his choice and most likely wants to purchase the product. Statistics show that these words will have the highest conversion rate.

Let's look at an example of how an ad with the request “buy flowers” ​​is composed.

Example:

Selling additive "Buy"

It is worth paying attention to the fact that the search query is also present in the displayed link.
Below is a list of words that indicates the buyer’s readiness to take the target action.

• Buy
• I will buy
• Purchase
• Purchase
• Sale
• Sell
• Selling
• Order
• Order
• Buy
• Pay
• Payment
• Rent
• Rent
• Delivery
• Deliver
• Rental
• On credit
• Booking
• Design
• Hire

2. By price category. Among the selling additives, one can distinguish a group of words that indicate people who have decided on the choice of product. Most likely they are looking for the best place to buy. Moreover, the decisive factor may be not only the price, but also the proximity of the store.

Selling additive "Buy TV"

An example of an ad for the search query “Buy a TV.”

Below are words that can be used:

• Price
• What is the price
• Expensive
• Inexpensive
• Cheap
• Premium
• Sale
• Discount
• Price
• Rate
• Wholesale
• In stock
• Budget

3. By the name of the city or region.

There are niches in which adding the name of a city or region is a selling addition. For example, if we compare the queries “Caesar salad” and “Caesar salad in Dolgoprudny”, then in the first option they are most likely interested in the recipe, and in the second – delivery. Consider an ad for the search query “Internet in Degunino”. The user is most likely looking for an Internet provider that provides its services in this territory.

4. You can also highlight a number of selling additives that indicate an urgent need for goods or services. When a potential buyer wants to purchase a product or service “Here and Now”. Such sales additives are often used in delivery-related topics.

Example ad:

Selling additive "need"

List of words:

• Fast
• In an hour
• Now
• Urgently
• Today

5. A selling addition can be the addition of a place of sale or provision of services. For example, a potential buyer is interested in buying pens. Let's look at an example ad:

An example of a selling additive "shop"

From the request “pen store” it is clear that a person is interested in purchasing and is looking for a place to purchase the product. Below is a list of words you can use:

• Salon
• Online store
• Agency
• Shop
• Hotel

6. Providing a free first step can be a strong incentive to purchase a product. This selling addition can be implemented using a calculator or consultation. The main point is to interest the user in using a service or product from you, and not from your competitors.

Let's look at an example ad:

Selling additive "first step"

Below are words that can help attract buyers:

• Calculator
• Test
• Consultation
• Metering
• Miscalculation
• Calculation
• Grade
• Sample
• Trial

7. Depending on the topic, there are keywords that are suitable only in a certain direction. For example, you are providing services for transporting people. In this case, the keyword “Taxi” will be a selling additive. Let's consider advertisements related to tourism.

As we can see, in almost all other topics the phrases “Tour and Bali” would be “ ”. However, in a specific case, they will bring target users to the site.

Below is a list of words that can be used to display a specific topic.

• Ticket
• Taxi
• Contribution
• Catch up

This completes the list of selling additives. It is important to understand that no one knows the nuances of your business better than you. Therefore, try to select selling supplements that are right for you.

If you need to improve your selling qualities, create or promote a website, then contact us through the online application form, by phone - (903) 787-4781 or by e-mail - to(at)gonka(dot)ru.

Does Yandex show the real frequency of search queries?

A popular misconception: many optimizers themselves believe in this, many know that this is not so, but do not explain it to customers - and they are not eager to figure it out. It is believed that website promotion is a service similar to a taxi: if you pay, you take it. This is not true at all, the difference from the taxi analogy is that

A website is a continuation of client business communications on the Internet.

Although there is an interesting point in this analogy: it would be nice to make sure that the taxi driver understood exactly where to go. The same is true with the selection of queries.

So, the query selection service wordstat.yandex.ru was originally created for the contextual advertising system, so it displays the number of impressions of an advertisement in the Yandex.direct system. Of course, there is a connection with the search queries of Yandex visitors, but not at all in the form that most users imagine.

Let's consider an example, the request “effective website” in the subject of website promotion.

Based on the figure indicated on the right, most optimizers will classify it as a mid-frequency, good query. At the same time, by clicking on the “Help” button in the upper right corner of the wordstat system, we see an interesting thing that allows us to better understand the essence of how this service works:

Operator ""(quotes). Allows you to take into account impressions only for this word (phrase) and all its word forms in the calculation, and not take into account impressions for queries containing a phrase with a given word. For example, when requesting “fireplace”, impressions for the words “fireplace”, “fireplace”, etc. will be taken into account, but not for the phrase “fireplace grate”.

Operator "!". Allows you to take into account words in the query exactly in the specified spelling. Can be used to exclude unnecessary forms when calculating statistics (for example, cue -! cue or! cue).

Wow! It turns out that when we entered the query “effective site,” Yandex actually calculated for us the number of ad impressions in the contextual advertising system, and not at all the number of user search queries. But by adding the “quote” operator, you can get more real data from the service:

Those. The frequency of queries specifically for the specified phrase, with all its word forms, is much less than 1960, in fact only 42! But this is not the end, let's add one more operator "!" to find out how many times users request the exact phrase, in this form:

The service response is only 34. That is. per month, only 34 users write this request in Yandex, and they are in some way distributed across the entire search results, so we can confidently assume that no more than 5 people will visit a particular site in the entire month. You can do this with any search query and be surprised to find that its actual frequency is much lower than the numbers produced by the service upon direct request.

This means that the number of clicks to your site for a specific phrase will be much less than expected.

Is there deception all around? In fact, this cannot be considered a fraud on the part of optimizers, because according to a “high-frequency” or “mid-frequency” phrase (now, you and I already know that these terms have little in common with reality), much fewer visitors will actually come to the site than the promotion client wanted. However, in the process of promoting this phrase, much more derivative, low-frequency queries should rise to the TOP, which will attract the main traffic. A logical question may arise here:

Is it worth paying for “high-frequency” expensive words when in fact not many visitors will come to the site using them?

Which queries to choose?

At the query selection stage, most optimizers calculate the client’s advertising campaign based on their expected expenses and the difficulty of promoting a particular phrase. Most of the processes are automated, everything happens quite quickly, the client immediately receives a calculated commercial offer in the form of a plate with the frequency of requests and their prices. In the first part of the article we already understood that the frequency of requests is a kind of convention, now it's time to explain the mysteries of pricing.

As practice shows, the client at this stage understands little; the only parameter that is somewhat familiar and close to him is the price of the issue: the total cost of promotion or the cost of promoting a separate search query. But designing and creating an advertising campaign is like a foundation - somewhere, somewhere, but here it would be worth understanding it thoroughly, dedicating a day, two, if necessary, a week, but in no way leaving everything at the mercy of the optimizer: as has already been said, for the majority companies, the process of selecting requests is automated. It must be borne in mind that the client’s appropriate attitude towards the formation of an advertising company is an unambiguous forgiveness of all possible errors and optimizer failures.

So what was missing?

There are several fundamental points.
Optimizers do not delve enough into the specifics of the client’s business, so the process of selecting queries occurs superficially.
Without real communication with the client, an attempt to understand the specifics of the business, and identifying target audiences, the optimizer will not be able to correctly build an advertising campaign.
During the launch of the advertising campaign, he should become your subordinate, be aware of everything, and have an excellent understanding of all communications of your business in real life.
When ordering website promotion via the Internet or by phone, it is almost impossible to create an effective advertising company.

Looks too complicated?
There is one advantage to this: your competitors most likely did not go deeper either, they thought: come what may.

Requests must reflect the specifics of the business.

Optimizer approach: "The more difficult it is to get to the TOP, the more expensive it is" is actually far from what the client needs. From the side of the promotion customer, something else would be more correct: The more necessary, the more expensive.

Let's give an example, take the topic of “water meters” and four commercial search queries intended for promotion. Almost any SEO company, when calculating the cost of promotion, will indicate approximately the following pricing:

Keyword	Frequency	Price
Water meter	193858	5000
Installing a water meter	36620	3000
Production of water meters	405	200
Water meter wholesale	354	150

We have already discussed the frequency parameter in the first part of the article, passing through the mentioned filters “quotes” and “ exclamation mark", we will get completely different numbers, but this is not even the main thing, although to consolidate the material of the first part of the article, we will present a table with the “true” frequency of the same search queries:

Search queries taking into account word forms (cases, endings):

Keyword	Frequency	Price
"water meter"	15545	5000
"installation of a water meter"	9204	3000
"production of water meters"	81	200
"water meter wholesale"	89	150

Accurate search queries, exactly in the form indicated:

I can't even believe it. It is worth noting that the frequency has changed, but the price of promotion remains the same. When calculating the cost, optimizers looked at completely different parameters.

Do I need to overpay for expensive requests?

Each business has its own nuances, search queries must necessarily reflect this - you need to understand that
the most important search query is not the one with the highest frequency, but the one that is ideally suited to the specifics of the business
and for such requests it is necessary to achieve the maximum possible positions.

Let's analyze the request table from this side:

• “Water meters wholesale” and “production of water meters” - despite the low “frequency”, these are ideal queries for the website of a manufacturer whose advertising campaign is aimed at expanding the network of primary and secondary distributors. Most deals will be concluded with these requests, if you provide them with decent positions.
• Request “installation of a water meter” - may be useful for a company doing only installation. It will not bring customers to either the manufacturer or the seller, moreover, without necessary materials It will be very difficult to promote it on the site.
• The query “water meters” is quite general; when entering a similar query into search engines, people mean anything: installation, prices, regulations, models, etc. If funds for an advertising campaign are limited, there is no point in getting carried away with such general requests - the efficiency of the invested funds will be much lower than expected.

However, promotion of a typical website provides equal priority for the promotion of these requests. Neither in contracts nor in oral communication, most optimizers do not ask clients for details; the stage of selecting requests is as simplified and automated as possible. The client is too lazy to delve into this process, the optimizer is too lazy to teach the client.

To summarize this example, selecting queries is a very deep and important process. As a rule, it even goes beyond the scope of promoting the company’s website and is getting closer to the topic of marketing - the correct selection of search queries requires specifying clear goals of the advertising campaign as a whole. In most cases, too little attention is paid to this, so the effectiveness of website promotion is limited in advance, even before the promotion begins. It's sad, but that's the way it is; the situation hasn't changed much over the years.

What to do? What should I do?

Oddly enough, all the described inaccuracies, simplifications and dubious aspects of promotion pricing are more likely to be the fault of the customer than the optimizer.

Some website promotion clients themselves don’t really understand why they need a website, what they want from it and in what time frame – what kind of effective promotion can we even talk about here? Popular wisdom says: what goes around comes around.

For those clients who really understand the importance of Internet marketing, or have a great desire to understand its basics and make their website work at full capacity, we recommend:

• Choose optimizers with an individual approach: if the entire promotion process is discussed and starts over two or three phone calls, then there is no smell of good efficiency here, apparently the emphasis is on simplicity and speed.
• Be sure to meet with optimizers in person, try to explain to them the specifics of the business in order to prioritize promotion as accurately as possible. If you are denied personal communication with a manager or project optimizer, then the process is probably completely automated, and there is no one to work on your site - this is not a good sign.
• There is no need to be afraid that an in-depth individual approach to website promotion will be more expensive. Optimizers themselves are pleased if the client is not indifferent to the site, and he is ready to actively contribute to the process - such customers want to help in a purely human way and at the same time show all their professionalism.
• Every optimizer has favorite and unloved clients, with all the ensuing consequences. The easiest way to become one of the favorites is to show that you care about the site: actively participate in the selection of search queries, prioritization of the advertising campaign, prepare thematic materials in the promotion process.

It is also worth considering that in fact a good optimizer is interested in the effectiveness of the client’s advertising campaign. If the promotion of some requests turns out to be problematic and does not meet the allotted deadline, but in general the advertising campaign is successful - the client remains loyal. As a rule, he renews the contract and pays for promotion services in full, despite formal reasons to pay less.

Goal 1. Selling specific products

When selecting words to search for when solving the first problem, we rely on the presented model range of products on the client’s website or on the price list.

When selecting keywords, it is very important to use a structure for dividing phrases into groups. The enumeration of words occurs from words with narrow meaning to broader ones. Consider the online store of Sony VAIO laptops. First, you need to go through queries with specific product models, then – series, then – all words with the Sony VAIO brand in different spellings (English, Russian, and do not forget about the incorrect layout and incorrect brand spellings). Then you need to take broader queries with the words laptop, notebook and others. Such queries should be divided by type: thin, light, small, powerful, etc. Also make groups of words with selling additives (buy, purchase, sale, choice, etc.).

1) Selection of models Often, when we are looking for a specific product and are interested in purchasing it, we immediately request a specific product model in the search engine, for example, VGN-AW11ZR, then the keywords for model range Sony VAIO laptops may look like this:

2) Selection of episodes
If a potential buyer has not decided on a specific laptop model, then he can request a series (Sony VAIO VGN), in this case the requests may look like this:

We make sure to “minus” all the words that were searched in the model queries. This is done so that each request has its own ad, which will increase the click-through rate (CTR) of the ad and thereby reduce the rate. In our example, from queries with the keyword "vgn" all model queries subtracted “–aw11zr –cr31sr”, since they were taken earlier and are cross-referenced with respect to queries "vgn vaio laptop", "vgn vaio", "vgn laptop" etc. Let's take a closer look. We have already taken the model request "vgn aw11zr", then we take a request with the VGN series, if from the request « vgn vaio laptop" we will not subtract the cross request with it "aw11zr", then to the query entered by the user "vaio vgn aw11zr laptop" The ad will appear either upon request "vgn aw11zr", or "vgn vaio laptop". This will depend on the product of the bid and the CTR (click-through rate on the ad), which is incorrect, since for specific model It is better to show an ad with a link to the product that the user is requesting. Thanks to this, the likelihood of conversion from clicks to sales increases. For a better understanding, let’s illustrate this example. If we represent queries as sets, then the query “ laptop vaio vgn aw11zr" will be the intersection of two sets: "vgn aw11zr" And "vgn vaio laptop", since it combines both of these queries.

Rice. 1 The case when from a request "vgn vaio laptop" We we won't subtract request "aw11zr"

Rice. 2 The case when from the request "vgn vaio laptop" We subtract request "aw11zr"

When taking into account cross-requests, it is important to build a selection logic: from requests with a broader concept (meaning), narrower ones should be subtracted. If requests have the same priority, then it does not matter which request we subtract from which, so we don’t have to subtract at all.

Further, if the client’s budget allows, then the list of requests can be expanded with keywords such as: "sony notebook", "sony laptop", not forgetting to take into account cross-words and negative keywords (garbage). You can also take such broad words as "laptop", "notebook" etc. But it is advisable to break them down into smaller requests, which will be much more efficient. For example, it is worth adding selling additives to broad queries: store, buy, sale, choice and many others.

Features of compiling a list of requests for the Begun system

1. Removing a keyword phrase if a broader phrase exists in our selection. For example, for Yandex.Direct the following queries were taken: "vgn cr31sr +l" And "vgn cr31sr -l". For Runner request "vgn cr31sr +l" we delete and leave only the request "vgn cr31sr" and be sure to remove “l” from negative keywords.
2. Expanding a key phrase to a broader one when we don’t have this phrase in the selection. Most often this is useful if in Yandex.Direct it is important for us to use the preposition in key phrase, and on Begun we can’t use prepositions, but we can’t miss out on potential clients upon request. For example, "lcd monitor" should be expanded to a phrase "monitor". In this case, the meaning of the query will become wider, so it will need to be additionally cleaned of new garbage words.

In our case, the list of requests for models, series and brands for the Runner will look like this:

popular publications
newspaper internet

Examples of keywords reflecting the essence of the news:
Obama
AvtoVAZ
Michael Jackson
political crisis
Kennedy

Otherwise it is called the semantic core

This is where you actually need to start optimizing your site. A correctly composed semantic core will allow you to save a lot of money and speed up website promotion, but an incorrect one can completely ruin the site owner and not lead to visible success.

What is the semantic core

This is actually a list of search queries for which we will promote our site. Ideally, we should take first place in all of them, but in practice this never happens, even the leader of the top - pedivicia - is sometimes trampled by other resources.

How to create a semantic core

To do this, in RuNet, in the general case, statistics on Yandex search queries (Wordstat) are used, since Google doesn’t have it anyway (there are AdWords statistics - but this is a little different). But this is not so scary, because there are lies, there are big lies, and there are Yandex statistics, which, of course, lie as they write. There are a lot of manuals for creating a semantic core on the Internet, and we will just briefly outline the methods. Let’s take, for simplicity, a certain site that sells brooms.

First, we need to define the selling queries. You can, of course, ask your competitors which queries generate the greatest conversions, but we are afraid they will send you to a site of a symbolic direction.

Therefore, we will leave this idea, although there is an option to dig into the open statistics of competitors, which are sometimes still available. You can simply study meta tags from successful competitors; it is clear that they will write convertible keys in the headings; some still naively list them in the keyword.

But, Shurik, this is not our method! And we will work spherically in a vacuum. Without regard to competitors. Moreover, it often happens that they are idiots and promote sites using an incorrectly selected semantic core.

To begin with, we will enter our basic word “broom” into Vodstat. And we’ll get a bunch of options, with what and how many people were looking for it per month. Now let’s turn on our brains and select from them those that our potential buyer is most likely to enter. It is unlikely that our buyer will enter into the search bar “download broom” “broom without SMS” “broom video” “naked girls whip themselves with a broom in a bathhouse”

This means that we most likely still have requests from +buy, +price +Moscow (or +Uryupinsk, if we trade in Uryupinsk). We will work with them.

Types of search queries

This deserves a separate article, so let’s briefly say that search queries are divided into:

1. HF - high frequency


2. MF - mid-frequency


3. LF - low frequency

Frequency is a number in Wordstat.

The division is conditional - because in one subject the RF can have a frequency of 1000, and in another - 1,000,000.

To simplify, we can assume that HF ​​is basically a one-word query, MF is a two-three word query, and LF is three words or more (usually up to five). There is also such a term - Super LF - they are typed in a search once a week and they consist usually five or more words.

When counting words, stop words are not taken into account, usually prepositions, that is, “where to buy a broom” is a two-word word, and “buy a mop inexpensively” is a three-word word.

Main mistakes when compiling the kernel

Selecting non-selling queries

The main mistake is choosing and promoting non-targeted and non-selling requests.

The site owner and African optimizer, as a rule, as a result of formal logic, believe that since the site sells brooms, then it is optimal to bring it to the top for this particular request.

Of course, there are buyers too. But there are not many of them. Optimizers are often convinced of this and, through incredible efforts, bring “broom” to the top, and then an epic fail occurs - there are only one or two conversions to the site for this request. (And not only for the above reasons.)

At the dawn of optimization, when search engines were still stupid, the entire top list for high-frequency queries, however, was clogged with commercial sites (it is still clogged with individual monsters like “air conditioners”).

This made the user incredibly upset. He is looking, perhaps, for an article about brooms in order to write an essay on it for school, and they offer him to buy this “broom”.

That's why search engines, concerned about selling advertising with sane results for such requests, began to show information sites in searches, which further complicated the optimizer’s task.

In summary, we have - bringing a high-frequency query to the top is expensive, all sorts of pedivics and dictionaries get tangled underfoot, and there are few clients from it. Therefore, it is simply unprofitable, and not worth the effort and money to engage in such masochism.

Misuse of Statistics

When we ask Wordstat for our query “broom” and see that 99,999 people asked for it, this does not mean at all that it was the words “broom” that such a number of people were looking for.

This figure shows how many phrases using our broom were entered by users, in any case, conjugation, tense and number. Therefore, you should use refinement search operators. For example, the operator

It will exclude all other words (how to sweep, buy..), and such a construction

It will clarify the word form, that is, it is a broom, and not a broom or a broom.

Thus, it is necessary to use clarifications for the entire semantic core in order to avoid bringing to the top queries that seem to be asked by a lot of people - but in fact there are negligibly few of them, or none at all.

Selecting overlapping search queries

Everything is simple here. This is not even an error, but makes progress very difficult. It is no secret that many words in the Russian language have several meanings: for example, a faucet is both a water tap in the kitchen and a crane, a sink is a sink in the kitchen, a car wash, and the very process of washing dirt off anything. There are many examples, there is no point in listing them. The task is also complicated by the names of literary works, films, as well as all sorts of brands.

If you named your company Everest, be prepared for the fact that in the top, in addition to information about the mountain, there will also be other Everest LLCs and it will be difficult for you to advance by the name of your company. And this is sometimes very important. Your entire advertising campaign on TV (for a lot of money) is “Ararat travel agency - the best tours!” will crash in the delivery, like old man Noah’s ark on Mount Ararat, and if it doesn’t crash on the mountain, it will drown in the port wine of the same name.

What to do about it? - avoid or accept. I know real cases where companies on the Internet were forced to change their name because of such “Ararat”