If the price of the request “iphone” is less than that of “iphone buy”, can only “iphone” be left?

Question

Yandex.Direct

I'm taking the first steps in direct, please explain the difference, why indicate the request "iphone buy", if it is obviously more expensive. Would it be better to just type "iphone" and search for all sorts of negative keywords? Or the price in this case and "iphone" will rise?

Answer 1

Firstly, yes, when you add negative keywords, the price will change. But the main thing is that the price of a click on the position of the request that you see in the interface is the average price, which includes all possible combinations with this request, including all medium and low frequency ones, as well as various audience and geotargeting parameters.
That is, directly during the auction for the request "iphone buy" your bid for the request "iphone" will participate on a common basis with other competitors. And if they initially targeted this request and assigned high enough bids, and you set your price based on an inexpensive general request, then your bid will simply lose to the rest of the auction participants.
Therefore, when compiling a semantic core, it is important to select as many of the most relevant queries as possible in order to be able to assign individual bids to them and have a better chance of winning auctions.