Today we will continue to talk about tools in Yandex Direct.
Okay.
Synonymous displays are expensive, and disable them at campaign level
impossible.
The system automatically launches ad impressions by synonyms of key queries specified in the advertising campaign.
For example, a “large-sized clothes” key advertisement may be synonymous with “wear for fat people.”
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Pros: Yandex users see more relevant answers in search results, and advertisers do not miss impressions for phrases with the same meaning.
Useful for novice advertisers who haven’t worked deep into keyword phrases in advertising campaigns yet.
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But! This tool can’t be turned off. Advertisers who didn’t initially consider all possible synonyms for keyword phrases will see CTR decline over time and the share of “non-targeted” queries rise, all of which will likely lead to a worsening of ad payback.
Output: Carefully work out the list of negative words before the launch of the advertising campaign.