Yandex Direct operators are special symbols that help the search engine better understand customer requests.
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The following operators are most often used:
Operator “Minus” – “-“
And the associated negative words that indicate which queries you should not display ads for, like the word “kitchen” can mean both furniture and food, and depending on what we’re advertising, a different meaning should be added to the list of negative words.
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Operator “Plus” – “+”
Yandex by default does not take into account prepositions and unions (so-called stop words). To change the situation, put a plus in front of them. Example: “buy + in the online store” (so as not to confuse with the request “buy online store” (ready).
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Operator “Quotations” — “
It prohibits adding additional words to the word or word form of our query, for example, if we add the operator to the phrase “LCD TVs”, we will ban displays such as “buy an LCD TV in Moscow”, “LCD TV LG”, etc. and leave only “LCD TV”, “LCD TV”, “LCD TV” and the like.
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Operator “Exclamation Point” -!
It keeps the shape of the word in front of it, for example, if you type in “!blue!dress,” we allow displays like “buy blue dress,” “blue dress size 48,” and the like, and we ban “blue dress wholesale,” “blue dress design,” and the like.
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Operator “Round brackets” and “Vertical line” – ()
They allow you to group keywords within a single phrase, reducing the number of these phrases. For example, if you sell dresses of different colors, you can set the ad to display the phrase “(buy dress black | white | green | brown | black)” and it will be displayed, no matter what color the user indicates.
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Operator “Square Brackets” – [ ]
It’s capable of putting word order into phrases. The most popular example is air or rail ticket ads. If we write “buy a [Moscow London] ticket,” we will ban screenings for “buy London Moscow tickets.”
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Do you use operators when entering your requests?