Symbols and operators
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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| Video tutorial. How to use match types Watch video |
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| Video tutorial. How to use match types Watch video |
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 |
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| Matches the form of the word (case, number, and tense). | |
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| Matches stop words (auxiliary parts of speech, pronouns, and any words that do not add meaning on their own). | |
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| Matches the exact number of words. Ads are triggered by search queries that contain the keyword without any additional words. | |
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| Matches the order of words. This operator will match any grammatical forms and stop words found inside the brackets. | |
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| Groups words in complex search queries. | |
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buy wholesale apples
buy Apple wholesale| Operator | What it does | Keyword example | When we show ads |
|---|---|---|---|
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| Matches the form of the word (case, number, and tense). | |
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| Matches stop words (auxiliary parts of speech, pronouns, and any words that do not add meaning on their own). | |
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| Matches the exact number of words. Ads are triggered by search queries that contain the keyword without any additional words. | |
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| Matches the order of words. This operator will match any grammatical forms and stop words found inside the brackets. | |
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| Groups words in complex search queries. | |
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To ensure that stop words are part of the keyword, you can enforce them using the “+” or “!” operators, although this is optional. Yandex Direct considers how stop words affect the meaning of keywords and excludes impressions for irrelevant queries.
In Wordstat, operators work on the By keyword and By region tabs, on the Query history tab, only the + operator works.
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 |
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| 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). | |
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| You don't want to show an ad for pruning shears to people who are looking for prunes. | |
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| Case | Keyword example | When we show ads |
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| 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). | |
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| You don't want to show an ad for pruning shears to people who are looking for prunes. | |
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