Autotargeting in Yandex.Direct

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The analog of autotargeting in Google Ads is the already mentioned Yandex.Direct algorithm called DRF (additional relevant phrases). Their main difference is that in the second case, ads can be shown both in the Yandex Advertising Network - YAN, and in the search engine.

Autotargeting

The algorithm works by adding search words of the required subject matter and those close to it to the advertising campaign. What additional keywords are included in the veterinary email list DRF (based on the original):

spelling variations of company and brand names : "Hyundai" - "Hyundai";

other parts of speech : "bar stool" - "bar stool";

phrases with minus words : "iphone xs - used - firmware";

transliteration : "multivarka redmond" - "multivarka redmond";

related keys : "coffee maker" - "coffee grinder".

The system needs time to collect statistics, check phrases for effectiveness and exclude unsuccessful ones. Therefore, you will be able to find out what additional keys it will add only after launching a campaign in Yandex.Direct.

Additional keys

How close the DRFs will be to the original keywords depends on the maximum spend level you set in the settings. The default is 40% of the total campaign budget.

By setting the DRF consumption in the region of 10–20%, you will receive in the list of relevant phrases a series of only the closest expressions. And by increasing the consumption limit to 70–80%, the system will search for keys in a much larger semantic range.

Using the Report Wizard tool in your Yandex.Direct account, you can compare indicators for original queries and for DRF, such as:

percentage conversion rate;

number of conversions;

number of clicks on the ad;

target cost;

Revenue and profitability (not available if you have not enabled e-commerce).

In the Yandex.Direct report, look at the display condition type (phrase) and the match type — dash or "DRF". If you are satisfied with the results of using the function, you can:

increase the budget spent on it to receive even more requests;

select the least effective keywords and add them to the list of negative keywords;

select the most effective DRFs , add them to the original phrases and create independent ads for them.

Recommended articles on this topic:
Setting up a campaign in Yandex Direct

Yandex.Direct Budget Forecast

Choosing a strategy in Yandex Direct

When the results are not satisfactory, you can:

reduce budget expenditure on DRF;

add unproductive keywords to the list of negative words;

improve the quality of the original phrases and double-check the relevance - very often the problem lies in them.