When selecting keywords in Yandex.Wordstat for your Yandex PPC campaigns, it is good to know all Yandex match type operators you can use, especially as they differ from Google match types, even if both Yandex and Google use the same symbols for them. To help you avoid confusion and achieve the most relevant keyword selection for Yandex PPC ads, I’ve drawn a simple table demonstrating the match type operators for Yandex with examples.
Match type operators are useful when you need to broaden or narrow down the keyword match options. To put it simple, they help make sure that your Yandex PPC ads are shown for the relevant keywords and queries.
In the table below, you can see match type operators commonly used for keyword selection in Yandex PPC campaigns:
The first four operators are explained on Yandex Help page but for some reason the last operator in my list, [ ], is not mentioned there at all, although its introduction was announced on the Russian version of Yandex News page two years ago. If to put a keyword with this operator in Yandex.Wordstat, it won’t be recognized and the keyword statistics will look just as if you entered the broadest match type (with no operators). However, as practice shows, operator [ ] does work on Yandex.Direct and Yandex PPC experts can use it successfully when needed.
Taking into account peculiarities of the Russian language and search habits of Russian users, broader queries are usually more effective than long tail ones. However, it still depends on the type of a PPC campaign you are running. Specific order, for example, can be of high relevance when it comes to selling flight tickets and that’s where you may want to use a keyword phrase like this:
[from Moscow to Paris]
Note that if a keyword phrase is fixed by [ ], any prepositions, conjunctions or pronouns are recognized by Yandex, so there is no need to use + in front of them.
In addition, you can combine [ ] with ” “, only let’s make sure that [ ] is placed within ” ” :
“buy [Moscow to Paris] tickets”
Moreover, fixing specific word forms (by the operator !) may be important for a brand name keyword, as in !best !deals !incorporated, while with more generic terms in Russian it often works better to allow for any word form variations, as the keyword analysis in Yandex.Metrica from some of my campaigns show.
And the last note: no matter what match type operators you will use, there won’t be any additional phrases shown if you do not specify it by enabling in the campaign settings the option “Impressions for additional relevant keyword phrases”. If you do so, your Yandex PPC ads will be shown in SERP not only for exact keywords you select, but also for additional phrases the users might type into, including synonyms, typos, related searches and relevant variations. This feature is quite similar to a broad match in Google AdWords and can be used for finding new keywords, but should also be used with care.
I hope this post helps to explain some of the operators to make your life with Yandex PPC easier. And, as always, if you have any questions please just write them in a comment. And of course, if you want to make your life even easier we offer professional SEM services, so just send us an email and we can explain our setup ;)