How to work with mandatory autotargeting in Yandex Direct

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To optimize the performance of your campaign with mandatory autotargeting, it is important to fine-tune several key parameters. These actions will help reduce the CPC, increase the relevance of impressions, and improve the overall performance of the campaign. Here are the main steps to take to achieve these goals:

Lower your bid per impression;

Connect bid adjustments to autotargeting;

Add phrases from autotargeting to negative words;

Work out substitution patterns in headings.

Together with our contextual advertising expert Alexey Drozdov, we have prepared recommendations for working with mandatory autotargeting.
Optimization of methods for collecting and grouping semantics
The introduction of mandatory autotargeting requires a new look at the collection and analysis of keywords for advertising materials. It is important to focus not only on quantitative but also on qualitative senegal consumer email list analysis of phrases so that each ad meets the interests of the target audience as much as possible. Move away from the old practice of mass key collection in favor of creating thematically organized groups, which will increase relevance and reduce competition between ads.

When preparing advertising campaigns, pay attention to the individual approach to each product, defining unique titles and landing pages for different groups. Avoid duplicating key phrases using cross-minus in different groups and campaigns, as this can cause internal competition and reduce the effectiveness of your advertising.

Avoid "fragment phrases". Such keys have a high frequency, but at the same time they pull up a variety of tails, which, as a rule, give impressions for not the most relevant queries.

Use keyword analysis tools such as Yandex Wordstat and regularly test different keyword grouping and selection strategies. Analyzing the results will help you optimize your advertising campaigns and achieve the best interaction with your audience.

Let's look at a simple example. Let's say there is a task to develop a series of ads for fold-out sofas. If you focus on the material of manufacture, for example, offer leather and fabric options, then it would be logical to divide keywords into these categories and apply negative words for each group. But if you need to promote fold-out sofas in general, using one landing page and a universal title like "Fold-out sofa from 25,000 rubles", there is no need to divide queries by type of material.