Search Engine Visibility in Russia

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Yandex is a key to your visibility in Russia

Mediatalo Toimelias Ltd

Mediatalo Toimelias Ltd

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+ What is that?

• Yandex.ru is the largest search engine in Russia.

• It has about 60 % market share on the Russian Internet.

• The second most used search engine following Yandex is the Russian version of Google (Google.ru).

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+Characteristics

Yandex is an absolutely Russian channel.

• It was launched in the beginning of 90's by the Russian Language Institute.

• Yandex search engine algorithm is based on the Russian language, its grammatical cases, hyphenation, semantics, as well as the Cyrillic script → the logic of the search results is different from the western search engines.

To succeed at the search engine such as Yandex, the marketer is supposed to be a master in the Russian language and its meanings.

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+ Users

• When Google is considered to be more for business people and students, popular Yandex users, in turn, are "typical Russians“.

• This difference is also reflected in the search words used for the search engines: Google is used to retrieve information about different

things;Yandex is applied for a variety of commercial services and

information concerning everyday chores and consumption.

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+Electronic channel• It should also be mentioned that Yandex is not just a search

engine. It is a channel that offers a wide range of Internet-based services:

maps, music, money, e-mail, traffic information services,others.

• Therefore, it is more natural to talk about Yandex as an electronic channel, not just a search engine service.

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+Yandex Direct

• Yandex marketing service called Yandex Direct is the best way to implement Internet marketing in the Russian market.

• Search keywords, ad themes and other marketing activities can be directed to certain target groups (e.g. towns where ads are displayed).

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+Yandex vs. Google.ru

It is easy to learn and make management decisions about Russian Internet marketing by monitoring and analyzing the results of the following example.

• Toimelias carried out campaigns for one of its clients in Yandex.Direct and Google AdWords Internet advertising services;

• Marketing activities were focused on St. Petersburg, Moscow and the entire Finland;

• Overall budget was split between Google AdWords (25%) and Yandex.Direct (75%);

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• The statistics presented in the example stand for two-week-long campaigns.

• The marketing idea was to take advantage of the upcoming Ice Hockey World Championship by offering products and services such as luxury accommodation near Helsinki and tickets to the matches to hockey fans.

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The results of the campaigns were the following:

• Google AdWords: 242 313 impressions, 1082 clicks, CTR (click through rate) 0,45% and PPC (price per click) € 0,13.

• Yandex.Direct: 136 644 impressions, 5375 clicks, CTR (click through rate) 3,93% and PPC (price per click)

€ 0,12.

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+Yandex vs. Google.ru• Even though there was a huge difference in the amount

of displays and clicks (and consequently in the CTR) between the channels, the click prices were very similar due to the pricing policies of the channels.

• Remarkably high CTR in Yandex.Direct probably has led to the good conversion rates. It means that customers did purchase the client company’s products and services.

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+Yandex vs. Google.ruYandex marketing success was based on the following factors:

• Good offer: combination of services (accommodation) and products (match tickets) made up a good package appealing to people.

• Good timing: the campaign was launched in the period of the Ice Hockey World Cup Championship, when the anticipation of matches was rising among Russian fans.

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• Successful segmentation: Yandex.ru is a genuine Russian channel that helped the campaign to find its right audience, particularly “patriotic” ice hockey fans searching for the information regarding the Ice Hockey World Cup Championship.

• Changes in the strategy: the allocation of the ads was switched from the guaranteed places to the first premium places. Price rates were higher there, but it led to the significant increase in the amount of clicks and hence to the higher CTR.

Google.ru has lost this competition because of its users’ profiles. The offer in Google.ru has not reached the audience with the same intensity as in Yandex.ru.

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+Useful tips

• Creating advertising campaigns in Yandex can be done easily, because it is possible to get customer service in English.

• The process of buying keywords and banners can be successfully managed in English as well.

• As for the processes such as ad creation, targeting and keywords definition, the best choice is to ask the marketing experts with a good knowledge of Russian to handle them.

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+Take the first step!

Are you interested in the Russian market and Yandex particularly? Are you going to accept new challenges to achieve better results?

Put you search engine visibility in expert hands!

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+Contact us!

Mediatalo Toimelias LtdLaserkatu 6

53850 LappeenrantaFinland

Teemu [email protected]

Tel. +358 50 355 1370

www.toimelias.fi/en/

http://www.toimelias.fi/en/