Launching YAN requires the same precise semantic core as a search campaign

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In YAN, you can often see advertising campaigns that are made according to the search engine model, namely: a semantic core collected using a parser, including low-frequency queries, phrases grouped by similarity and according to the principle of "1 phrase - 1 group". At the same time, the ad itself is written with the addition of a keyword to the title or using a template with auto-substitution. In addition, the advertiser uses the same list of negative words. Such an advertising campaign takes a lot of time, and the effect from it is not that high.

Let us explain what the matter is. In YAN, targeting is based on the behavioral characteristics of the target audience and on the thematic properties of the platform itself. That is, a large list of negative words (including total cross-minus) reduces the reach of the target audience and becomes an obstacle for algorithms.

As practical observations show, when launching direct mail mortgage marketing large-scale advertising campaigns, low-frequency queries account for 5-10% of the total volume of traffic and conversions. In other words, these are single conversions, which are not enough to understand whether a particular phrase has an effect. Thus, the conclusion is: use high-frequency and mid-frequency phrases, which consist of one to three words. This will allow you to save as much time as possible in the process of developing, analyzing and optimizing the advertising campaign.

Combine phrases into groups based on the product itself and the audience. A group can contain up to 200 different key phrases. The determining factor is their relevance to ads and landing pages.

Let's look at an example: the topic is selection of cars to order .

In one group, you can include such key phrases as auto selection, expert, car selection specialist, and others. In this case, in the ad itself, you need to write approximately the following text: "Are you looking for a reliable (high-quality, proven) used car? We will help you with the search and negotiate the price for our services."

If we were running a search campaign, we would assign keywords to different groups instead of one. This would make the ad more relevant.