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"pink shoes for men" is the keyword you are bidding on. Which search query will trigger your ad to appear?
A) pink shoes for men
B) pinkie shoes for men
C) shoes for men
In Yandex.Direct, you can use special symbols and operators to refine a keyword, negative keyword or search query in the keyword statistics service. You can combine operators.
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Tutorial video. How to use match types
Watch video
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In your ad text you can use mathematical symbols (such as +, -, =, /, * and %), punctuation marks, apostrophes and hashtags. The use of these characters must be logical.
Certain characters in ads can work as operators. For example
#word# will function as a placeholder so that a keyword appears in place of the word that is nested between ##.How operators work
The table below lists all the operators. It also shows examples of keywords and search queries that will or will not trigger your ads.
Operator
|
What it does
|
Keyword example
|
When we show ads
|
|---|---|---|---|
! |
Matches the form of the word (case, number, and tense).
| |  buy wholesale appliance buy appliances wholesale |
+ |
Matches stop words (auxiliary parts of speech, pronouns, and any words that do not add meaning on their own).
| | work from home work at home work home |
" " |
Matches the exact number of words. Ads are triggered by search queries that contain the keyword without any additional words.
Repeated words are considered one word.
| | buy car car buy buy red car |
More information
| buy car at showroom moscow buy showroom car in moscow buy kia car showroom moscow | ||
[] |
Matches the order of words. This operate will match any of grammatical forms and stop words found inside the [].
| | tickets from london to paris airline tickets from london to paris tickets from paris to london tickets london paris tickets from london to CDG paris |
() and | |
Groups words in complex search queries.
| | buy car cheap buy car online |
Recommendations for use
If you don't use operators, your ad might be triggered by search queries that aren't related to your product or service. The table below shows examples of cases when operators should be used.
Case
| Keyword example | When we show ads |
|---|---|---|
You sell gear (clothing and accessories) for cross-country cycling, and you don't want to show ads to people looking for gears (spare parts).
| | biking gear bike gear bicycle gears gears for bikes |
You don't want to show an ad for pruning shears to people who are looking for prunes.
| | buy prunes buy prunes online buy pruning shears buy pruning tools |
