Enquire Now
Avatar

International Search Summit – YANDEX

This is first time YANDEX is being presented outside Russia – Eugene Lomize – Yandex.

Yandex is THE leading search engine in Russia.

The presentation will be on contextual advertising in russia , Yandex is number 1 portal.

The Russian Internet audience.there are particularities – Russinas are:

  • Reluctant to read English – Russians
  • Do no trust online communications, they call and do not trust online banks –
  • More than half sales are paid in cash on delivery !
  • All the metrics about secured pages are pretty much useless in this market
  • 33% of russians are weekly users about 19 million users – big growth potential.
  • There are mainly DSL connections
  • Younger people (12-17) are most active with a peak in Moscow – typical of Russia,
  • Moscow is like a separate country.
  • Leading Search Eninges Russia:
    • Yandex
    • Google.com
    • Mail.ru
    • Rambler.ru

(liveinternet.ru stats)

  • Google has taken traffic from rambler.ru
  • mail.ru is in the business of mail hosting (mail portal using Yandex as search technology)
  • The share is stable, the audience is growing
  • Internet Advertising Market in Russia.
  • Figures from 2007 are presented – display ads and contextual, display ads look like they will go down with the crisis, contextual will probably stay stable.Contextual Advertising (October 2008)
  • Yandex 60%
  • Google 32%
  • Begun 9%

Search traffic is the best traffic, slightly better in quality.

Bidding: On Yandex it’s in units (1 unit = 30 Rub, aprox 1 USD)

Begun – in RubelsMinimum order: Yandex 300 Rub. with monthly budget above 21.000 Rub you get a personal manager (english speaking)

Begun 140 rubModeration: be prepared to produce certificates to advertise alcohol tobacco medicine, etc.

Yandex – do not accept irrelevant keywords

Begun is “tolerant” in moderation

Yandex has “authorized agencies” they are marked as “reliable” – they are careful on the service provided not so much the turn over. they are relatively reliable.

Yandex Direct Now:more than 50.000 advertisers monthly more than 1.200.000 active ads monthlymore than 3.500.000 active keywords in ads monthly

  • More than 40% of Yandex reach is in Moscow, then St. Petersburg,
  • Other russian areas 30%
  • Other countries 12%
  • Average price for click: high tech $ 0,31Consulting $ 0,62 Tourism $ 0,34 B2B $ 0,66 (going down along with finance, and education)
  • Yandex offers an English interface but not the best it could be presenting russian where English is not available.
  • Yandex offers premium and guaranteed positions – the most intensive way of promoting your site on Yandex search, followed by rotation.
  • Premium position gives 5 time more traffic.
  • In Begun you bid for positions.
  • Yandex presents an automatic words refining tool (maximizes CTR by adding stop words: if your ads are not triggering clicks they will automatically add some negative keywords that will reduce your add exposition)
The following two tabs change content below.
Avatar

Sante J. Achille

Leave a Reply

Yandex.Metrica