Related Keywords in Yandex.Direct

Yandex has recently simplified its tool for new keywords research – Related Keywords. To better understand this feature, it will be helpful to revisit what’s included in Yandex.Direct default match type first.

Yandex default match type is a keyword without any special operators (!, +, “”or others).  This default match type takes into account all cases, tenses, plurality and also close synonyms. For example, a keyword buy apples wholesale (купить яблоки опт) will trigger impressions for all the following queries:

  • buy apples wholesale (купить яблоки оптом), case
  • bought apples wholesale (купили яблоки опт), tense
  • buy apple wholesale (купить яблоко опт), plurality
  • buy apple from wholesalers (купить яблоки у оптовиков), synonym

However, not all related searches and other relevant variations that are covered by Google’s default broad match type are included with Yandex. That makes Yandex default match type a lot more restrictive than Google’s broad match type. If, however, you would like to cover other related searches and relevant variations (ex. buy apples bulk, apples and pears bulk Moscow area) you can use Related Keywords tool available in Yandex.Direct.

User search behavior constantly evolves, making Related Keywords extremely useful in picking up traffic for new relevant user searches not covered by original campaign keywords. Related Keywords is an opt-out feature enabled by default in campaign parameters (up to 20% of total campaign budget in a default setting). A related keyword will be associated with a keyword with the closest meaning to the original keyword but not added to your campaign. The bid for a related keyword is guided by the original keyword bid and cannot exceed it. Also, related keywords’ impressions and clicks do not affect CTRs of the original keywords.

Related keywords has just 3 variables when it comes to settings:

1. opt-in/opt-out
2. maximum ad spend (as % of total campaign spend).
3. conversion optimization based on Metrica goals.

The second setting is perhaps the most important one as here advertisers not only indicate the % of the budget they’d like to spend on additional relevant keywords but also the degree of relevance they are looking for. For example, if you only allocate 10% then the system will only be looking for the closest variations to your original keywords (i.e. buy apples bulk) and with budget allocation of 70% you may appear for much broader variations (i.e. buy pears and apples bulk Moscow area). Here Yandex recommends to experiment with the tool to find the most suitable configuration depending on your CPA and ROI targets and review performance regularly to tune the settings. Below are a few cases with different budget allocation levels:

To assess performance advertisers can use Yandex.Direct UI reports such as Search Queries report (apply match type filter and choose “related keyword”) or Report Wizard. Related Keywords is also supported in Yandex.Direct API.