During interviews, we often ask candidates to comment on one of the latest updates to advertising sites. Everyone understood the news about the changes in the selection of phrases something like this: now Yandex will select the phrases that are closest to the request, and this will reduce the cost per click, and cross-minus one does not need to be done at all.
In fact, Direct has chosen the closest phrase before when using cross-minus both within groups and between groups.
Yandex also says that setting up ads will become easier, because the cross-minus one will work automatically and you no longer have to waste time adding negative keywords. But in Direct Commander, cross-minus is performed by pressing two buttons… Therefore, the difficulties in doing cross-backing seem to be slightly exaggerated.
Also, if the cross-minus will be performed automatically and the existing negative keywords continue to work, as stated in the announcement, it becomes unclear why the options “By match accuracy” and “By indicators” are needed. From the Yandex.Direct help, it follows that with a cross-minus one performed, both principles of phrase selection will work in the same way.
remember, that cross minus one works for phrases that differ by only one word… For example, if there are two phrases in a campaign: “buy a CTP” and “buy a CTP cheap Moscow”, then the cross-minus will not be applied to the phrase “buy a CTP”. If the Commander had added the negative keywords “cheap” and “Moscow” to the phrase “buy civil liability insurance”, then the ad would not have been shown for the queries “buy low-cost insurance company” and “buy civil liability insurance company Moscow”.
If Yandex claims that cross-minus keywords will now be performed automatically, and previously added negative keywords will continue to work, then for all phrases with negative keywords, the choice of the option “By match accuracy” and “By indicators” does not affect anything… But for phrases without cross-minus one that are added to different groups, the choice matters.
If you have categorized phrases into different groups in order to show more relevant highlighted texts in the search and lead users to relevant pages, we would recommend choosing the option “By match accuracy”.
For example, in one group you have the phrase “buy a chandelier”, which leads to the catalog of chandeliers, and in another group – “buy crystal chandeliers from Moscow”, leading to a directory with a pre-installed filter “Material: crystal”. This will save users from unnecessary clicks, especially if the site has problems with navigation or when filters are enabled, the results are displayed slowly.
If you are using the same texts and the same landing pages for phrases without cross-minus one, choose the “By indicators” option. This selection principle is suitable if it is important for you to show ads for any of the queries, and not for a specific phrase.
If you want not just to be shown, but to reduce the cost of a click, test both options. Look at the statistics for phrases without cross-minus one with the “By metrics” option, then switch to the “By match accuracy” option and compare the average CPC.