Ignore the use of operators for keywords
Posted: Wed Jan 29, 2025 6:29 am
A common mistake is that advertisers quickly waste their advertising budget. For example, you see that a keyword is spending money, but there are no conversions. At the same time, you know that this phrase is relevant to your target audience and is even considered a hot keyword. Let's take the phrase "buy a smartphone". This query should bring customers, and there are a lot of clicks on it, but there is not a single conversion, and the bounce rate is quite high - 40%.
Most likely, the ads are displayed for graphic design email list search queries that do not correspond to it, that is, the queries contain the words “buy” and “smartphone”, but they are not related to purchasing a phone.
An ad with the words “buy a smartphone” can be displayed in response to the following queries:
buy a smartphone case;
buy a battery for a smartphone;
buy a battery for a smartphone;
buy headphones for smartphone;
buy a smartphone stand;
etc.
If you do not add the names of all spare parts, components and accessories to the list of negative words, then ads will be shown for all the above phrases. It is impossible to exclude absolutely all words, since search queries periodically appear that users enter for the first time and they are not yet in the Wordstat statistics.
If your goal is to spend your budget optimally, then you need to make a list of effective embedded keywords (buy a smartphone in Kirov, buy a Xiaomi smartphone, buy a smartphone inexpensively), and write the high-frequency keyword in quotation marks to prohibit adding any words to the query “buy a smartphone”.
In this example, we showed how to use the operator for keywords. There are 5 types of operators in total.
Metric counters not set, target not configured
There is a sales funnel, through which the user turns into a client. You track all the stages of the funnel and notice that exactly in the middle the user's path breaks off.
Metric counters not set, target not configured
If you don't know how much it costs you to attract one lead and client, you won't be able to optimize your advertising campaign and make it more effective.
Metrics like traffic volume, CTR, bounce rate, and spend show how your campaign is performing, but they don't show how many leads you've generated. These metrics vary by industry.
Should you increase your bids if the keyword has good performance indicators - CTR 20%, bounce rate 10%, traffic volume 90% and a monthly budget of 40,000 rubles?
Seeing only these figures, it is impossible to say for sure that this keyword pays off. For a complete picture, it is necessary to know the number of applications for this word and their cost.
Let's say the word generated 300 leads, 200 of which became customers. That's a great result. But what if there were only 4 leads, and only 1 became a customer?
These questions can be answered through analytics and set goals.
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
Already downloaded
153412
Site monitoring
This is a very useful option for advertising. Thanks to it, you will be informed if the site has access problems. The system monitors the web resource, and when it is not working, the ads are stopped. This way, you will not waste money. When the site is restored, the ads are launched again.
You will learn about access problems through messages sent to your email and SMS.
Most likely, the ads are displayed for graphic design email list search queries that do not correspond to it, that is, the queries contain the words “buy” and “smartphone”, but they are not related to purchasing a phone.
An ad with the words “buy a smartphone” can be displayed in response to the following queries:
buy a smartphone case;
buy a battery for a smartphone;
buy a battery for a smartphone;
buy headphones for smartphone;
buy a smartphone stand;
etc.
If you do not add the names of all spare parts, components and accessories to the list of negative words, then ads will be shown for all the above phrases. It is impossible to exclude absolutely all words, since search queries periodically appear that users enter for the first time and they are not yet in the Wordstat statistics.
If your goal is to spend your budget optimally, then you need to make a list of effective embedded keywords (buy a smartphone in Kirov, buy a Xiaomi smartphone, buy a smartphone inexpensively), and write the high-frequency keyword in quotation marks to prohibit adding any words to the query “buy a smartphone”.
In this example, we showed how to use the operator for keywords. There are 5 types of operators in total.
Metric counters not set, target not configured
There is a sales funnel, through which the user turns into a client. You track all the stages of the funnel and notice that exactly in the middle the user's path breaks off.
Metric counters not set, target not configured
If you don't know how much it costs you to attract one lead and client, you won't be able to optimize your advertising campaign and make it more effective.
Metrics like traffic volume, CTR, bounce rate, and spend show how your campaign is performing, but they don't show how many leads you've generated. These metrics vary by industry.
Should you increase your bids if the keyword has good performance indicators - CTR 20%, bounce rate 10%, traffic volume 90% and a monthly budget of 40,000 rubles?
Seeing only these figures, it is impossible to say for sure that this keyword pays off. For a complete picture, it is necessary to know the number of applications for this word and their cost.
Let's say the word generated 300 leads, 200 of which became customers. That's a great result. But what if there were only 4 leads, and only 1 became a customer?
These questions can be answered through analytics and set goals.
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
Already downloaded
153412
Site monitoring
This is a very useful option for advertising. Thanks to it, you will be informed if the site has access problems. The system monitors the web resource, and when it is not working, the ads are stopped. This way, you will not waste money. When the site is restored, the ads are launched again.
You will learn about access problems through messages sent to your email and SMS.