Turn off phrase autofocus

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When creating an advertising campaign, the system sets this checkbox by default:

Setting up a campaign in Yandex Direct

What is it for? Let's say your company specializes in installing self-leveling floors and uses the word "floor" in its advertising. If you don't use negative phrases, the situation can reach lawyer email list the point of absurdity. Your ad will be shown even to those users who are interested in how to plan the gender of a child.

They will not click on your ad unit, meaning its CTR will be zero. Yandex.Direct will add the minus word "child" to your keyword. This will prevent it from being displayed for queries related to children.

However, Yandex is still a robot, and cases of incorrect selection of words that harm the advertising campaign are not uncommon. To avoid such unpleasant consequences, it is better to uncheck this box and carefully work out the key phrases yourself.

Use retargeting to finish off the client
The essence of Yandex.Direct retargeting is to show a user who has already visited your site another advertisement designed for this type of audience on thematic platforms of Yandex Advertising Network.

When does it work?

A customer has purchased a product from you, for example, a printer. It is only natural that he will be interested in an offer to sell cartridges for the model he purchased.

A potential customer has added products to their cart, but has not completed the checkout process. Remind them of this to encourage them to make a purchase.

These are only the most basic examples; in each specific situation, an option is selected that will allow you to obtain excellent results in optimizing contextual advertising in Yandex.Direct.

How to achieve multiple growth in traffic and sales from your website?
Alexey Boyarkin
Dmitry Svistunov
Head of SEO and Development
Read more posts on my personal blog:

I have always been concerned about the issue of moving to a fundamentally new level. So that the indicators would grow not by 2 or 3 times, but by several orders of magnitude. From a thousand visits to ten thousand or from ten thousand to a hundred thousand, if we are talking about a website, for example.

And I know that such leaps are always the result of painstaking work in five areas:

Technical condition of the site.
SEO.
Collection of site semantics.
Creating useful content.
Working on conversion.
And at the same time, every manager needs an increase in sales and the number of applications from the site at the moment.

To get this growth, download our step-by-step template for increasing sales from the site:
Download template
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What is the retargeting setup? We will not go into details now, this is a topic that requires a separate article. It is enough to mention that the site must be equipped with a Yandex.Metrica counter with specific goals. Then a condition is created, upon fulfillment of which the advertisement will be shown to a separate group of users.