Communications and Internet 

Selling requests. How to determine them? My logic. Do you know all the features of compiling a list of requests for placing contextual advertising? List of search queries for an advertising company

Tell me, dear readers, does the word mean anything to you? sales requests? Well, for sure, this word has so much meaning that it’s just wow.

After all, in fact, selling requests are one of the foundations of the future site. And if, when creating a website, you make a mistake when choosing queries that will sell, then in the future you will only waste money, and there will be no profit.

In general, this is just a preface. In general, today I don’t want to lecture anyone. I just want to show my logic how to identify sales requests. After all, you will agree that this is not so easy to do. Even though I have been working on the Internet for several days, still when I started writing this post, I suffered a little while I was building a logical chain of all how it should be done.

By the way, the idea for this post arose after I was simply tired of being terrorized by some readers, after they read an article about paid archives - How to make money on paid archives. Mega manual for future advertisers. Creation of a website for paid archives. That is, do you understand what the salt is? The fact is that, in essence, there’s no point in even creating a website for paid archives if you don’t know the queries you’ll be targeting. Or rather, if you don’t know the queries that will convert.

Or, for example, if you are going to create a website for Mixmarket, or for any other affiliate program (here you go), then never mind, consider the most important thing to be selling requests.

That is, the importance of identifying selling requests is primary. Website creation and promotion is secondary. Can you object?

The first thing you need to know when you want to dig quality requests, which will subsequently be sold - these are the types of requests.

There are three types:

1. Navigational. The user's goal is to find a site

2. Information. The user's goal is to find the information he needs.

3. Transactional. From the word "transaction". Here the word itself implies that users perform some actions based on such requests

From here we draw a conclusion, from which we will proceed further when moving along the logical chain. Namely: we need transactional requests - this is it.

Examples of transactional requests:

— buy a house in the Moscow region
- order a T-shirt
— car repair
- download Skype
— subscribe to Murzilka magazine

That is, I logically think like this. If I’m creating a website for some kind of affiliate program, to which I plan to send traffic in the future, then I need a list of queries for which users want to take some action. If I’m making a website for paid archives, then, of course, I will be primarily interested in keywords with the word “download”. It is clear that if you buy traffic through the same Google Adwords, then such words will not be allowed by the moderators. However, this is not what we are talking about here, so as for AdWords traffic, it is better to read the article. I explained everything there in popular language.

Second– I need commercial inquiries.

Third– I need to carefully study the topic in which I plan to advance, see what kind of competition there is, and whether it is possible to squeeze out the current market leaders. The best thing to do is to identify the keywords for which competitors are advertising in AdWords. Well, or where you plan to drain traffic from. In order to spy on competitors’ keywords in AdWords, you can use SemRush (see) If you plan to send traffic from VKontakte, then you can use AdsDock (see Are you doing arbitrage on VKontakte? Simplify the process using AdsDock.com) That is, spy on how competitors advertise – this is a step-by-step correct result.

Quadruple - logic

Whatever you say, logic in the matter of selecting selling requests is a very, very responsible matter. I used to focus on logic, and didn’t really think about all these psychological problems. That is, he walked like a sheep: he looked for a more or less suitable request, and moved it. At the dawn of its SEO training I even once bought posts with the anchor “site analyzer” for one of my old blogs. I bought them for a page with a description of some service. And, I remember, I spent all my money on this request. It’s good that later, through my head and wallet, I also realized that there was practically no point in such promotion.

When I select queries today, I do not fanatically dig into the logical component of the queries. But I do a superficial analysis and figure out what might happen in the end.

Example. Let’s take the most popular request – “ plastic windows" It would not be entirely correct to promote this request right away. You need to think about how a buyer thinks when he wants to buy plastic windows. Here I would say that a good sales query would be “ plastic windows reviews" Why? Because here a person has already been on the sites enough, and now he wants to weed out the shitty companies that offer shitty windows. They need good performance.

It is necessary to take into account the psychology of this type of people. And here is the most interesting thing. Here you can’t seem to say that this is a transactional request, because the verb in the phrase seems to be invisible. But if you try to understand how these people think, it turns out that they learned everything about plastic windows: they read what it is, found out the price, modifications. That is, this type of buyer reads information about windows on one site, finds out prices on another, and buys the windows themselves on a third.

Ultimately, I bring all this to the fact that it is the low-frequency drivers that drive best. They are the ones who make it possible to get the maximum return. This is the reason why the request “ plastic windows Krauss"will be more selling than the request" plastic windows».

Conclusion

Personally, in my practice I don’t go too far into the weeds when determining sales requests. The three methods I use most often are:

    I track the chain of transitions on the site, and subsequent transitions to the affiliate program. To do this, in affiliate programs (where possible) I look at the IP from which buyers come to the site, and then using LI (if possible and I know roughly where to dig) I find these IPs and see what requests the buyers came from

    It often happens that you have to communicate with customers directly. In this case, I simply ask them how they found me and my site.

Today for dessert: Filigree precision of football players

If you need to improve your selling qualities, create or promote a website, then contact us through the online application form, by phone - (903) 787-4781 or by e-mail - to(at)gonka(dot)ru.

Does Yandex show the real frequency of search queries?

A popular misconception: many optimizers themselves believe in this, many know that this is not so, but do not explain it to customers - and they are not eager to figure it out. It is believed that website promotion is a service similar to a taxi: if you pay, you take it. This is not true at all, the difference from the taxi analogy is that

A website is a continuation of client business communications on the Internet.

Although in this analogy there is interesting point: It would be nice to make sure that the taxi driver understands exactly where to go. The same is true with the selection of queries.

So, the query selection service wordstat.yandex.ru was originally created for the system contextual advertising, so it displays the number of impressions of an advertisement in the Yandex.Direct system. Of course, there is a connection with the search queries of Yandex visitors, but not at all in the form that most users imagine.

Let's consider an example, the request “effective website” in the subject of website promotion.

Based on the figure indicated on the right, most optimizers will classify it as a mid-frequency, good query. At the same time, by clicking on the “Help” button in the upper right corner of the wordstat system we see interesting thing, allowing us to better understand the essence of how this service works:

Operator ""(quotes). Allows you to take into account impressions only for this word (phrase) and all its word forms in the calculation, and not take into account impressions for queries containing a phrase with a given word. For example, when requesting “fireplace”, impressions for the words “fireplace”, “fireplace”, etc. will be taken into account, but not for the phrase “fireplace grate”.

Operator "!". Allows you to take into account words in the query exactly in the specified spelling. Can be used to exclude unnecessary forms when calculating statistics (for example, cue -! cue or! cue).

Wow! It turns out that when we entered the query “effective site”, Yandex actually calculated the number of ad impressions in the contextual advertising system, and not the number at all search queries users. But by adding the “quote” operator, you can get more real data from the service:


Those. The frequency of queries specifically for the specified phrase, with all its word forms, is much less than 1960, in fact only 42! But this is not the end, let's add one more operator "!" to find out how many times users request the exact phrase, in this form:


The service response is only 34. That is. per month, only 34 users write this request in Yandex, and they are in some way distributed across the entire search results, so we can confidently assume that no more than 5 people will visit a particular site in the entire month. You can do this with any search query and be surprised to find that its actual frequency is much lower than the numbers produced by the service upon direct request.

This means that the number of clicks to your site for a specific phrase will be much less than expected.

Is there deception all around? In fact, this cannot be considered a fraud on the part of the optimizers, because according to a “high-frequency” or “mid-frequency” phrase (now, you and I already know that these terms have little in common with reality), much fewer visitors will actually come to the site than the promotion client wanted. However, in the process of promoting this phrase, much more derivative, low-frequency queries should rise to the TOP, which will attract the main traffic. A logical question may arise here:

Is it worth paying for “high-frequency” expensive words when in fact not many visitors will come to the site using them?

Which queries to choose?

At the query selection stage, most optimizers calculate the client’s advertising campaign based on their expected expenses and the difficulty of promoting a particular phrase. Most of the processes are automated, everything happens quite quickly, the client immediately receives a calculated commercial offer in the form of a plate with the frequency of requests and their prices. In the first part of the article we already understood that the frequency of requests is a kind of convention, now it's time to explain the mysteries of pricing.

As practice shows, the client at this stage understands little; the only parameter that is somewhat familiar and close to him is the price of the issue: the total cost of promotion or the cost of promoting a separate search query. But designing and creating an advertising campaign is like a foundation - somewhere, somewhere, but here it would be worth understanding it thoroughly, dedicating a day, two, if necessary, a week, but in no way leaving everything at the mercy of the optimizer: as has already been said, for the majority companies, the process of selecting requests is automated. It must be borne in mind that the client’s appropriate attitude towards the formation of an advertising company is an unambiguous forgiveness of all possible errors and optimizer failures.

So what was missing?

There are several fundamental points.
Optimizers do not delve enough into the specifics of the client’s business, so the process of selecting queries occurs superficially.
Without real communication with the client, an attempt to understand the specifics of the business, and identifying target audiences, the optimizer will not be able to correctly build an advertising campaign.
During the launch of the advertising campaign, he should become your subordinate, be aware of everything, and have an excellent understanding of all communications of your business in real life.
When ordering website promotion via the Internet or by phone, it is almost impossible to create an effective advertising company.

Looks too complicated?
There is one advantage to this: your competitors most likely did not go deeper either, they thought: come what may.

Requests must reflect the specifics of the business.

Optimizer approach: "The more difficult it is to get to the TOP, the more expensive it is" is actually far from what the client needs. From the side of the promotion customer, something else would be more correct: The more necessary, the more expensive.

Let's give an example, take the topic of “water meters” and four commercial search queries intended for promotion. Almost any SEO company, when calculating the cost of promotion, will indicate approximately the following price arrangement:

Keyword Frequency Price
Water meter 193858 5000
Installing a water meter 36620 3000
Production of water meters 405 200
Water meter wholesale 354 150

We have already discussed the frequency parameter in the first part of the article, passing through the mentioned filters of “quotes” and “exclamation mark”, we will get completely different numbers, but this is not even the main thing, although to consolidate the material of the first part of the article, we will present a plate with “true” frequency of the same search queries:

Search queries taking into account word forms (cases, endings):

Keyword Frequency Price
"water meter" 15545 5000
"installation of a water meter" 9204 3000
"production of water meters" 81 200
"water meter wholesale" 89 150

Exact search queries, exactly as specified:

I can't even believe it. It is worth noting that the frequency has changed, but the price of promotion remains the same. When calculating the cost, optimizers looked at completely different parameters.

Do I need to overpay for expensive requests?

Each business has its own nuances, search queries must necessarily reflect this - you need to understand that
the most important search query is not the one with the highest frequency, but the one that is ideally suited to the specifics of the business
and for such requests it is necessary to achieve the maximum possible positions.

Let's analyze the request table from this side:

  • “Water meters wholesale” and “production of water meters” - despite the low “frequency”, these are ideal queries for the website of a manufacturer whose advertising campaign is aimed at expanding the network of primary and secondary distributors. Most deals will be concluded with these requests, if you provide them with decent positions.
  • Request “installation of a water meter” - may be useful for a company doing only installation. It will not bring customers to either the manufacturer or the seller, moreover, without necessary materials It will be very difficult to promote it on the site.
  • The query “water meters” is quite general; when entering a similar query into search engines, people mean anything: installation, prices, regulations, models, etc. If funds for an advertising campaign are limited, there is no point in getting carried away with such general requests - the efficiency of the invested funds will be much lower than expected.

However, promotion of a typical website provides equal priority for the promotion of these requests. Neither in contracts nor in oral communication, most optimizers do not ask clients for details; the stage of selecting requests is as simplified and automated as possible. The client is too lazy to delve into this process, the optimizer is too lazy to teach the client.

To summarize this example, selecting queries is a very deep and important process. As a rule, it even goes beyond the scope of promoting the company’s website and is getting closer to the topic of marketing - correct selection search queries requires specifying clear goals of the advertising campaign as a whole. In most cases, too little attention is paid to this, so the effectiveness of website promotion is limited in advance, even before the promotion begins. It's sad, but that's the way it is; the situation hasn't changed much over the years.

What to do? What should I do?

Oddly enough, all the described inaccuracies, simplifications and dubious aspects of promotion pricing are more likely to be the fault of the customer than the optimizer.

Some website promotion clients themselves don’t really understand why they need a website, what they want from it and in what time frame – about what effective promotion Can we even talk here? Popular wisdom says: what goes around comes around.

For those clients who really understand the importance of Internet marketing, or have a great desire to understand its basics and make their website work at full capacity, we recommend:

  • Choose optimizers with an individual approach: if the entire promotion process is discussed and starts in two or three phone calls, then there is no smell of good efficiency here, apparently the emphasis is on simplicity and speed.
  • Be sure to meet with optimizers in person, try to explain to them the specifics of the business in order to prioritize promotion as accurately as possible. If you are denied personal communication with a manager or project optimizer, then the process is probably completely automated, and there is no one to work on your site - this is not a good sign.
  • There is no need to be afraid that an in-depth individual approach to website promotion will be more expensive. Optimizers themselves are pleased if the client is not indifferent to the site, and he is ready to actively contribute to the process - such customers want to help in a purely human way and at the same time show all their professionalism.
  • Every optimizer has favorite and unloved clients, with all the ensuing consequences. The easiest way to become one of the favorites is to show that you care about the site: actively participate in the selection of search queries, prioritization of the advertising campaign, prepare thematic materials in the promotion process.

It is also worth considering that in fact a good optimizer is interested in the effectiveness of the client’s advertising campaign. If the promotion of some requests turns out to be problematic and does not meet the allotted deadline, but in general the advertising campaign is successful - the client remains loyal. As a rule, he renews the contract and pays for promotion services in full, despite formal reasons to pay less.

Selling additives are words that distinguish among potential buyers a group of people ready to buy a product or service. So, why are they needed anyway? As practice shows, of all the collected keywords, targeted applications bring only a small percentage. And what to do in a situation with a limited budget? Supplement sales people come to the rescue. They show the buyer's maximum interest in your product or service.

For example, if a person enters the request “Characteristics of an instantaneous water heater,” then most likely he is not ready to purchase the product. But if instead of “characteristics” we substitute any selling additive, then the meaning of the search query will completely change. The phrase “Buy an instantaneous water heater” indicates the buyer’s readiness to make a purchase.

It is important to understand your target audience. The list of selling additives that you can use depends on it. Selling additives can significantly increase the click-through rate of your ads. However, if used incorrectly, lovers of “freebies” will come to you along with target buyers.

Let's say you sell luxury wines. And when writing an ad, you use such selling additives as “Cheap” and “Budget”. Of course they are, but most users will not be interested in purchasing your product. Most likely, such ads will simply drain the advertising campaign budget and will not bring in applications.

So, why are they needed anyway? Let's imagine a situation where we have a very limited budget. And there is simply no money for testing a large number of words. What to do in this case? After all, even if you collect a large semantic core Not all words from it will work.

List of selling supplements

1. Words showing the buyer's readiness to make a purchase. These words have maximum priority. The buyer has already made his choice and most likely wants to purchase the product. Statistics show that these words will have the highest conversion rate.

Let's look at an example of how an ad with the request “buy flowers” ​​is composed.

Example:

Selling additive "Buy"

It is worth paying attention to the fact that the search query is also present in the displayed link.
Below is a list of words that indicates the buyer’s readiness to take the target action.

  • Buy
  • I will buy
  • Purchase
  • Purchase
  • Sale
  • Sell
  • Selling
  • Order
  • Order
  • Buy
  • Pay
  • Payment
  • Rent
  • Rent
  • Delivery
  • Deliver
  • Rental
  • On credit
  • Booking
  • Design
  • Hire

2. By price category. Among the selling additives, one can distinguish a group of words that indicate people who have decided on the choice of product. Most likely they are looking for the best place to buy. Moreover, the decisive factor may be not only the price, but also the proximity of the store.


Selling additive "Buy TV"


An example of an ad for the search query “Buy a TV.”

Below are words that can be used:

  • Price
  • What is the price
  • Expensive
  • Inexpensive
  • Cheap
  • Premium
  • Sale
  • Discount
  • Price
  • Rate
  • Wholesale
  • In stock
  • Budget

3. By the name of the city or region.

There are niches in which adding the name of a city or region is a selling addition. For example, if we compare the queries “Caesar salad” and “Caesar salad in Dolgoprudny”, then in the first option they are most likely interested in the recipe, and in the second – delivery. Consider an ad for the search query “Internet in Degunino”. The user is most likely looking for an Internet provider that provides its services in this territory.


4. You can also highlight a number of selling additives that indicate an urgent need for goods or services. When a potential buyer wants to purchase a product or service “Here and Now”. Such sales additives are often used in delivery-related topics.

Example ad:


Selling additive "need"

List of words:

  • Fast
  • In an hour
  • Now
  • Urgently
  • Today

5. A selling addition can be the addition of a place of sale or provision of services. For example, a potential buyer is interested in buying pens. Let's look at an example ad:


An example of a selling additive "shop"


From the request “pen store” it is clear that a person is interested in purchasing and is looking for a place to purchase the product. Below is a list of words you can use:

  • Salon
  • Online store
  • Agency
  • Shop
  • Hotel

6. Providing a free first step can be a strong incentive to purchase a product. This selling addition can be implemented using a calculator or consultation. The main point is to interest the user in using a service or product from you, and not from your competitors.

Let's look at an example ad:


Selling additive "first step"


Below are words that can help attract buyers:

  • Calculator
  • Test
  • Consultation
  • Metering
  • Miscalculation
  • Calculation
  • Grade
  • Sample
  • Trial

7. Depending on the topic, there are keywords that are suitable only in a certain direction. For example, you are providing services for transporting people. In this case keyword“Taxi” will be a selling addition. Let's consider advertisements related to tourism.



As we can see, in almost all other topics the phrases “Tour and Bali” would be “ ”. However, in a specific case, they will bring target users to the site.

Below is a list of words that can be used to display a specific topic.

  • Ticket
  • Taxi
  • Contribution
  • Catch up

This completes the list of selling additives. It is important to understand that no one knows the nuances of your business better than you. Therefore, try to select selling supplements that are right for you.

The selection of search queries is the first and one of the most important stages that must be taken into account at the stage of creating the site itself: this list will need to be kept in mind when writing each article or material on the site. You will understand why this is so from a series of subsequent articles on promotion, but for now take it for granted. Moreover, creating this list is integral part such a stage of promotion as compiling the semantic core of the site, the creation of which I will discuss in the next article.

Where to start? And you need to start by putting yourself in the shoes of a user who has something to do with the topic of your site (blog, online store, information resource etc.). Each user, as a rule, turns to the Internet in order to solve some problem. To do this, he enters his questions or problem statements into the search engine. At the same time, his questions can be quite specific: “how to choose a projector”, “how to reinstall windows”, “buy a video card in Novosibirsk”, etc. (i.e. it is quite clear what information the user wants to receive), and general and incomprehensible neither for a robot nor even for a person: “computer” (what does he want? Find out what it is? What types are there? Where to buy? Reviews? ), “plastic windows” (it is also unclear what exactly a person wants). As a result, users’ tasks may be different, and we need to understand exactly what problems we can help him with and what questions will he ask? To do this, let's select...

Types of search queries

Problem Definition

The user is aware of his problem and directly formulates it in a search query: “why the flash card doesn’t work”, “how to make a radio-controlled helicopter”, etc. - general queries, but they sound specific. As a result, you need to consider possible questions, and if your site has answers to these questions, then include them in the target list.

Note: You don’t need to include everything on the topic in your list. Include only what you actually have or will (plan) have on your site in terms of answering the question. If you yourself understand that the user probably will not find a solution to the problem for the selected request on your site, then you do not need to include it! This applies not only to this species, and in general to all queries that you select for your site.

Selecting a product or service to solve a problem

Let's say the user posed a problem in the nature of choosing a product or service at the previous step: “how to build your own house.” I read about it. Now he moves on to the next step: choosing specific types of building materials: “types of bricks”, “which one to choose” flooring", "how to choose a used car", etc..

This type of request is suitable for you if you have any review materials/articles, comparisons, news on the topic of the issue.

Search for reviews, discussions, tests

The user has selected any type or several types of goods/services or even specific models. Now he wants to make sure that his choice is correct or choose from the list he selected the best option. To do this, he looks for reviews, opinions, different types comparisons, tests, discussions. Of course, not all users and not for all products/services look for reviews and read discussions, but still the mass of them is quite large and it is impossible not to take this category of user needs into account.

This type of request should be taken into account and included in the list if you yourself conduct such reviews, collect reviews or arrange discussions, or if you at least describe these models / types of services and link to places where you can see reviews / discussions of this product / services.

Search for a specific model

The user’s choice can be complicated by the set of types of goods he needs. various sets characteristics and prices. This includes phrases like: “high-quality website creation services,” “ free hosting", etc. Next, the user has chosen the type of product or service, read a lot of reviews and now wants to read more information about a specific model. That is, he writes in the search engine something like: “Canon 600D camera”, “Epson T50 photo printer” etc.

You should include these queries in your list if you either sell or provide specific types of services yourself and describe them well, or if you do reviews specific models goods or services.

Search for commercial offer

The last step is to search for a specific store or organization that can sell him the selected product or service. This includes natural questions like: “model haircut in Novosibirsk”, “Buy Canon 1D”, etc. They will suit you, if you have a website for a store, hairdresser, service station or something similar, then these requests are your option. If not, then they should not be included in the list.

Here, in fact, are all types of search queries. Please note: promotion for non-target requests will not bring any benefit! This is an axiom in modern times. 4 years ago this was not the case, but in modern times: believe me, search engines are already developed enough to determine whether or not your site has an answer to a user’s question. About work algorithms search engines I'll write more.

Selling inquiries

After compiling the list, you need to filter it a little and weed out the unnecessary. In particular, it is necessary to evaluate the selling power of requests, i.e. the ability to attract exactly the visitors you need to your website. If you provide website creation services, you don't want visitors looking for website creation tutorials or asking questions like "how to create a website." You are interested in those who write in the search engine something like: “creating websites inexpensively” or “ quality creation Novosibirsk sites." It is these key phrases that will bring targeted visitors to you, who are more likely to buy something from you, order something, or bring other benefits. The situation is similar for blogs on various topics: you need those who want not to buy a product from this topic, and those who want to read about it, learn how to do something on their own, and so on. Based on this quality, filter the resulting list of requests.

The second important factor in choosing selling queries is choosing the most frequent ones. Professionals never take requests just out of their heads. To assess their degree of effectiveness, it is convenient to use various statistics services such as Yandex.Wordstat: http://wordstat.yandex.ru/ A very convenient statistics tool for our task. An example of its work is shown in the figure below.

Using it, you can see how many users have typed the query you entered in a month, after which you can select the wording that is entered most often, and also see something that would not have occurred to you. This will significantly improve the quality of your final list. I wrote more about the capabilities of the Yandex statistics service in the following article entitled “How to create a semantic core of a site.”

So, dear readers, now you understand that compiling a list of search queries is very difficult work and requires a fair amount of attention to detail. It is worth treating it responsibly, because it is the basis of all your further work, on which it often depends more than on everything else.

Best regards, A.S.