You don’t need to be a fortune teller to find out your client’s needs based on search queries

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Yesterday, a user was interested in cotton fabric for sewing tracksuits, and today he sees an ad for an online fabric store in Zen. It seems that retargeting is catching up with him and specialists have learned his needs from search queries. Today we continue our conversations about contextual advertising. We will tell you how to learn the client's needs from search queries and effectively use the information.

Semantics first
The semantic core in contextual advertising is a pool of queries by which the user sees advertising of goods and services. It is created at the stage of advertising preparation, the time for collection depends on the complexity of the service being promoted.

Tools such as Key Collector or Wordstat are usually used for creation . The first service is paid, you need to purchase a one-time license. The nuance of the second is that you can collect queries in Russia only for Moscow. However, do not despair, we will share with you a small life hack. To avoid regional restrictions, you need to download the extension "Alaev SEO Tools: Free Audit & Analysis" , then a window with regions will appear in the service. We also recommend installing the WordStater assistant in advance . It will make it more convenient to collect key phrases, collect them in a separate table, which can be copied.

Result from Wordstat

*Wordstat

Let's say we work with Wordstat. To collect semantics, you need to think like a client and assume what exactly he might enter into the search bar, being interested, for example, in the same fabric. Logically, the first thing that comes to mind is "cotton fabric". We enter a query in Wordstat to test the theory and collect something similar.

By the way, do not forget about synonyms. The Russian language is very rich, the same cotton can be searched for using the phrases "cotton fabric" or "hb fabric". It often happens that synonyms are more frequent than the initially chosen phrase. Do not forget to look at competitors, see how they use this or that word.

Result from Wordstat

*Result from Wordstat

From this list we can take queries for advertising, but not all belize whatsapp data of them. For example, specifically "cotton fabric" will not always be 100% targeted if we are talking about setting up contextual advertising, and not SEO optimization. In the next point we will tell you why.

We are looking for what we need
If we enter the query "cotton fabric" into the Yandex search bar, then after the advertising block or product gallery we will see in the search results not only online stores, but also informational articles about the pros and cons of cotton. Not always, when entering this query, a person is interested in buying. Therefore, you should not blindly take queries collected by the system. The best ones contain the words "buy", "price", "order" and so on - commercial. For a larger audience reach, you can add a basic query to the advertisement, so that later you can see what else people are looking for inside the Yandex Direct advertising system.

To identify commercial queries among all collected ones, we recommend using the “Commercialization Check” tool in the Arsenkin service. 100 free daily limits — 1 key phrase in 1 search engine = 1 limit. You can check queries manually, but it is better to do it in incognito mode, since the results are personalized in the browser.

Do we add "cotton fabrics" to the ad? Only with daily monitoring of the "Search queries" report in Yandex.Direct, in order to add negative words in a timely manner.

Analyze the search queries of users collected by the service and the Direct report and pay attention to their context. For example, during the analysis we see that users often enter queries in the format "fabrics for..." . Therefore, the need is that fabrics are needed to sew specific clothes. You can allocate them into separate groups and even campaigns, write ads where the first title will be displayed upon request, thereby expanding the semantics and making the ads more noticeable.

An interesting technique: add a location to the existing basic query semantics.

If we simply enter “cotton fabrics”, we see not only stores, but also many information sites, then adding “Chelyabinsk”, we will notice that the number of online stores will increase significantly, and a line of product advertising will immediately appear.

So you don't have to sit and think about how people search for your product or service. The system has already collected all the data and kindly shares it, use it and squeeze the most out of the information.

when I finished collecting large semantics

*when I finished collecting a large semantic core

Looking for the unnecessary: ​​negative words
Before launching an ad, you need to carefully work out the negative phrases so as not to waste your budget at the start. These are words that, if present in a search query, the user will not see your ad. It is important to delve into the same search queries specifically for your niche and collect what is not a target for you. If you are talking about fabrics, then it is recommended to add everything related to training (patterns, courses, lessons), scientific papers, theory (description, title) to the negative words for contextual advertising.

To promote repair work, it is important to cut off queries related to solving the problem on your own. Advertising pouring concrete floors — add the following to the minus words: do it yourself, do it yourself, video tutorial, etc.