Operators of the phrase matching form
The phrase matching form supports a number of operators that can be used to refine the queries you need:
The “-” (minus)operator
Allows you to exclude data from statistics for queries that include the negative keyword. The “-” operator is placed right next to the excluded word, without a space. Put a space before the operator. For example, if you specify “elephant -striped”, you will get statistics on impressions for all queries that include the word “elephant”, except for those that contain the word “striped”. If you want to exclude requests with the words “striped” and “rare” from the calculation, you must specify: “elephant -striped -rare”.
Operators “()” (grouping) and “|” (“or”)
You can use them to create an expression like: “elephant (rare|striped) (kind|gentle) -big”. It will be equivalent to the following set of phrases:” rare kind elephant-big”,” rare gentle elephant -big”,” good striped elephant -big”,”gentle striped elephant -big”.
Operator “+“
Allows you to force stopwords (prepositions or conjunctions) to be taken into account in statistics, which are ignored by the search engine and, accordingly, by word selection statistics. For example, the total number of impressions for the query “car products” is the same as the number of impressions for the query “car products”. If the presence of the preposition “for” in the query is important for you, type in the input field: “products +for the car”. The stop word will be included in the request in all its forms. In query details, the “+” operator is used by default in all queries that contain prepositions or conjunctions. To get the number of impressions for a phrase without taking into account the stop word of the word, you need to reformulate the query by removing the “+” or the service word itself.
Operator “" "” (quotation marks)
Allows you to count impressions only for this word (phrase) and all its word forms, and not to count impressions for queries that contain a phrase with the specified word.
Operator “!“
Allows you to count impressions only for the specified word form in the calculation. The “!” operator is placed right next to the keyword, without a space. Put a space before the operator.
Pay attention:
All of these operators are supported by the keyword input field when creating ads on Yandex. Direct.
Duplicate words in the keyword combination are combined. For example, instead of “Baden-Baden”, only the word “Baden” will remain in the query form, and the ad will be served both for the query “Baden-Baden” and just for the query “Baden”.
Additional operators Yandex.Direct
When entering keywords, you can use some operators in the Yandex query language:
- quotation marks “”
- plus +
- minus –
- exclamation mark !
- square brackets [ ]
If you put a keyword in quotation marks, the ad will be shown when you request only this word and all its word forms, and it will not be shown when you request a phrase with the specified word. For example, if you want your ad to be displayed only for the word “fireplace”, then specify it as a keyword phrase in quotation marks. Then the ad will be displayed by the words “fireplace”, “fireplace”, “fireplaces” , etc., but not by the phrase “fireplace grate”. If a keyword phrase with a preposition is enclosed in quotation marks, then the preposition is automatically fixed, that is, the phrase “grate for fireplace” = “grate +for fireplace”.
If you put an exclamation mark before the keyword, the ad will be displayed for any query that contains this word exactly in the specified spelling. For example, if you want the ad to be shown only for the word “cue”, then enter “!cue ” as the keyword phrase and the ad will be shown for the words “cue”, “billiard cue”, but not for the query “Kiev” (plural of the word “cue”). The “exclamation mark” operator also allows you to force the display of prepositions or conjunctions that are ignored by the search engine, exactly in the specified spelling. For example, if you want your ad to be displayed using the phrase “cars for everyone”, then enter “cars !for !all of them” In this case, the ad will not be displayed for the “cars to all” query. If you need to include the word in all its forms, use the “+”operator
The [] operator (square brackets) allows you to set ad impressions only for queries with a certain word order.
You can use the !operator inside square brackets. (exclamation mark), you can also add negative keywords and the “” operator (quotation marks).
Pay attention:
You need to use operators very carefully. A significant part of the audience that would be interested in your ad may simply not see it.