Introduction to Russian market: audience, key traffic sources and Yandex
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Introduction to Russian market: audience, key traffic sources and Yandex

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This webinar is introductory in its nature, and it is going to be particularly useful for those business owners, SEO’s and marketeers who are planning to expand their businesses to the countries of......

This webinar is introductory in its nature, and it is going to be particularly useful for those business owners, SEO’s and marketeers who are planning to expand their businesses to the countries of the ex-CIS. But it might also interest advanced SEO professionals and marketeers who are already good with Google, but are not yet familiarized with Yandex and the realia of online marketing promotion in the Russian-speaking markets.

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  • 1. Introduction to Russian market: audience, key traffic sources and Yandex Webinar Roman Viliavin Kate Sudarkina Vice CEO PPC analyst Promodo Promodo© 2013 Promodo http://http://www.promodo.com USA UK contact@promodo.com +1 347 809-34-86 +44 (0203) 137-66-81
  • 2. Why is Promodo entitled to speak on this topic? Promodo has been operating online since 2004, having by now gained: Being acknowledged as a top online marketing services provider in Ukraine Promodo is holding seminars and conferences together with IT leaders in Ukraine, Europe and the USA We have successfully cooperated and gained trust of brands famous both in the ex-CIS and in Europe and the USA© 2013 Promodo http://http://www.promodo.com USA UK contact@promodo.com +1 347 809-34-86 +44 (0203) 137-66-81
  • 3. Introduction to Russian market: audience, key traffic sources and YandexRoman Viliavin Mar 14, 2013Vice CEOPromodo© 2013 Promodo http://www.promodo.com USA UK 3 of 19 contact@promodo.com +1 347 809-34-86 +44 (0203) 137-66-81
  • 4. Why Russia and ex-CIS? ~285 mln. Russian-speaking users in ex-CIS countries ~30% avg. annual growth due to low Internet penetration Strong buyers’ preference for foreign companies (foreign=good) Low competition = Business opportunities © 2013 Promodo http://www.promodo.com USA UK 4 of 19 contact@promodo.com +1 347 809-34-86 +44 (0203) 137-66-81
  • 5. What we’ll cover today The market data: users, Internet penetration, mobile etc. The most important traffic sources overview SEO for Russian market Russian Social Networks (Vkontakte, Odnoklassniki etc.) © 2013 Promodo http://www.promodo.com USA UK 5 of 19 contact@promodo.com +1 347 809-34-86 +44 (0203) 137-66-81
  • 6. Let’s go!© 2013 Promodo http://www.promodo.com USA UK 6 of 19 contact@promodo.com +1 347 809-34-86 +44 (0203) 137-66-81
  • 7. The market data: Russia (2012) ~41 mln Internet users in cities 100.000+ ~24 mln Internet users in cities <100.000 --- ~65 mln Internet users (~45% of 143 mln population)© 2013 Promodo http://www.promodo.com USA UK 7 of 19 contact@promodo.com +1 347 809-34-86 +44 (0203) 137-66-81
  • 8. The market data: Ukraine (2012)~15 mln Internet users, age 16+ (~34% of 45 mln population)30% annual market growth8% mobile penetration, 12% online credit cards payments © 2013 Promodo http://www.promodo.com USA UK 8 of 19 contact@promodo.com +1 347 809-34-86 +44 (0203) 137-66-81
  • 9. Traffic sources: Yandex #1 search engine in Russia, #2 - in Ukraine ~53% of search market in Russia, 30% - in Ukraine ~53 mln unique monthly visitors in Jan 2013 (~74% of Russian users) Yandex has it’s own search algo & lots of services (Maps, Taxi…) Yandex results are shown on other portals (i.e. Tut.by) Getting traffic: SEO, PPC, Display Advertising © 2013 Promodo http://www.promodo.com USA UK 9 of 19 contact@promodo.com +1 347 809-34-86 +44 (0203) 137-66-81
  • 10. SEO for Yandex Thematic Index Citation (TIC) is “Yandex’s Pagerank” Search results vary between regions: © 2013 Promodo http://www.promodo.com USA UK 10 of 19 contact@promodo.com +1 347 809-34-86 +44 (0203) 137-66-81
  • 11. SEO for Yandex Yandex heavily personalises search results (“Kaliningrad” algo) Affiliate-filter – is one of the key features of Yandex algorithm Yandex is highly content-sensitive Behavioral factors are highly important Yandex detects ~80-85% of all paid links and simply ignores them (instead of penalizing the whole website) Yandex doesn’t use Description tag for snippet generation Yandex search support really works and replies! © 2013 Promodo http://www.promodo.com USA UK 11 of 19 contact@promodo.com +1 347 809-34-86 +44 (0203) 137-66-81
  • 12. What about the Big Brother?© 2013 Promodo http://www.promodo.com USA UK 12 of 19 contact@promodo.com +1 347 809-34-86 +44 (0203) 137-66-81
  • 13. Traffic sources: Google #2 search engine in Russia, #1 - in Ukraine ~36% of search market in Russia, 61% - in Ukraine Mobile traffic growth due to Android & Chrome browser © 2013 Promodo http://www.promodo.com USA UK 13 of 19 contact@promodo.com +1 347 809-34-86 +44 (0203) 137-66-81
  • 14. SEO for Russian Google Fewer filters and algorithm innovations than in US/EU Lower competition level (many young websites w/o authority) The majority websites buys links (it’s cheap, it works) Traditional promotion strategies (i.e. guest blogging) works worse due to cheap paid links competition © 2013 Promodo http://www.promodo.com USA UK 14 of 19 contact@promodo.com +1 347 809-34-86 +44 (0203) 137-66-81
  • 15. Traffic sources: Mail.ru #3 search engine in Russia & Ukraine ~10% of search market in Russia, 9% - in Ukraine Grew from email to a portal with search, services, content & social network Has it’s own search algo (“Gogo”) © 2013 Promodo http://www.promodo.com USA UK 15 of 19 contact@promodo.com +1 347 809-34-86 +44 (0203) 137-66-81
  • 16. SEO for Mail.ru Has it’s own antispam filters Uses behavioral factors but not as much as Yandex Self-educated algo, uses humans-assessors ratings as quality markers In general, much more easier than Yandex or Google © 2013 Promodo http://www.promodo.com USA UK 16 of 19 contact@promodo.com +1 347 809-34-86 +44 (0203) 137-66-81
  • 17. What about social?© 2013 Promodo http://www.promodo.com USA UK 17 of 19 contact@promodo.com +1 347 809-34-86 +44 (0203) 137-66-81
  • 18. Russian Social Networks ~75% of users visit a social network every month (ComScore) >10 hours/month average time spend (2nd in the world, ComScore) Vkontakte: 29,1 mln monthly audience (Russia) Odnoklassniki: 25,2 mln monthly audience (Russia) Youtube: 24,3 mln monthly audience (Russia) MoiMir: 22,8 mln monthly audience (Russia) Facebook: 15,4 mln monthly audience (Russia) Twitter: 4,2 mln monthly audience (Russia) © 2013 Promodo http://www.promodo.com USA UK 18 of 19 contact@promodo.com +1 347 809-34-86 +44 (0203) 137-66-81
  • 19. Takeaways Russia is not “bears, vodka and balalayka”© 2013 Promodo http://www.promodo.com USA UK 19 of 19 contact@promodo.com +1 347 809-34-86 +44 (0203) 137-66-81
  • 20. Takeaways ~285 mln. Russian-speaking users in ex-CIS countries ~30% avg. annual growth Yandex, Google, Mail.ru ≈ 98% of search market Vkontakte & Odnoklassniki – the most popular social networks Russian market is a huge opportunity! © 2013 Promodo http://www.promodo.com USA UK 20 of 19 contact@promodo.com +1 347 809-34-86 +44 (0203) 137-66-81
  • 21. Thank you! Roman Viliavin, Promodo Twitter: @viliavin roman@promodo.com http://www.promodo.com Useful guides http://http://www.promodo.com/pdf-downloads/guides/ If you would like to get a quote for online promotion of your project, please click here!© 2013 Promodo http://www.promodo.com USA UK 21 of 19 contact@promodo.com +1 347 809-34-86 +44 (0203) 137-66-81
  • 22. Contextual Adverting in Post Soviet Countries Google Adwords vs Direct.Yandex, VK vs Facebook WebinarKate Sudarkina,PPC analyst© 2013 Promodo http://www.promodo.com United Kingdom United States contact@promodo.com +44 0203 1376 681 +1 347 809-34-86
  • 23. Google Position is Up Google Chrome Browser Growth of Smartphone Market Google android mobile OS© 2013 Promodo http://www.promodo.com United Kingdom United States contact@promodo.com +44 0203 1376 681 +1 347 809-34-86
  • 24. Google AdWords for a Russian Speaking Audience Adverts need to be longer Correct usage of ending and cases Minus words optimization Search request as “buy [good] in [city/town]” GDN makes your brand famous© 2013 Promodo http://www.promodo.com United Kingdom United States+1 347 809- contact@promodo.com +44 0203 1376 681 34-86
  • 25. Direct.Yandex for Russians Russians prefer Yandex to Google Yandex doesn’t drop behind Google and has its own Yandex Advertisng Network It operates discounts for authorized agencies© 2013 Promodo http://www.promodo.com United Kingdom United States contact@promodo.com +44 0203 1376 681 +1 347 809-34-86
  • 26. Main Ads Differences Between Direct.Yandex and Google Adwords Account structure: YD has no categories Different CTR calculating methods Ads in Yandex Direct consist only of headline and one description line© 2013 Promodo http://www.promodo.com United Kingdom United States contact@promodo.com +44 0203 1376 681 +1 347 809-34-86
  • 27. Hardly Controlled Direct.Yandex Budget Budget in Yandex Direct is easy to overspend Shell company creation for budget management Divide budget for one campaign by 2-3 days, to observe it© 2013 Promodo http://www.promodo.com United Kingdom United States contact@promodo.com +44 0203 1376 681 +1 347 809-34-86
  • 28. Yandex Metrics for Direct.Yandex Yandex Metrics is analogous to Google Analytics Yandex Metrics doesn’t integrate to Google Analytics but it can be done through “utm” sources Unique features of site analyze© 2013 Promodo http://www.promodo.com United Kingdom United States contact@promodo.com +44 0203 1376 681 +1 347 809-34-86
  • 29. Direct.Yandex Uses Different Search Queries Format Exclamation mark goes before each keywords like: !firstkeyword !secondkeyword perform queries in phrase extension Keywords go in quotes like: “firstkeyword secondkeyword” perform queries in exact extension Keywords with “+” sign determine search request in a more exact way© 2013 Promodo http://www.promodo.com United Kingdom United States contact@promodo.com +44 0203 1376 681 +1 347 809-34-86
  • 30. Advertising Strategies are Important Set higher bids when launching campaign If you are a newbie it is wisely to use automated bid management in Google Adwords YD has 4 manual and 2 automated bid strategies© 2013 Promodo http://www.promodo.com United Kingdom United States contact@promodo.com +44 0203 1376 681 +1 347 809-34-86
  • 31. Contextual Advertising in vKontakte.ru Largest Russian social network, that unites people on the basis of interests, social status, age, location ect. VK gives an access to a huge audience with a set of targeting options© 2013 Promodo http://www.promodo.com United Kingdom United States contact@promodo.com +44 0203 1376 681 +1 347 809-34-86
  • 32. Target Your Ads to Precise Audience Targeting methods based on users’ location …professional positions …users’ interests …apps, people use …groups, people attend …keywords© 2013 Promodo http://www.promodo.com http://www.promodo.co United Kingdom United States contact@promodo.com m +44 0203 1376 681 +1 347 809-34-86 contact@promodo.co
  • 33. Contextual Advertising in Facebook Facebook marketing options are inferior to VK marketing options Facebook marketing possibilities mainly are for electronic goods or technical products© 2013 Promodo http://www.promodo.com http://www.promodo.co United Kingdom United States contact@promodo.com m +44 0203 1376 681 +1 347 809-34-86 contact@promodo.co
  • 34. Targeting Methods in FB In FB targeting goes through location …education …workplace …family status …business etc. Combining several options of targeting will lead to a better result© 2013 Promodo http://www.promodo.com United Kingdom United States contact@promodo.com +44 0203 1376 681 +1 347 809-34-86
  • 35. Differences Between Contextual Advertising in Facebook and vKontakte Audience in VK has less purchasing ability than audience in FB, because of the age factor Fashion stuff, clothes, accessories and language courses will have greater demand in VK Interesting and appealing photos of advertising produces or services, this concerns both FB and VK© 2013 Promodo http://www.promodo.com United Kingdom United States contact@promodo.com +44 0203 1376 681 +1 347 809-34-86
  • 36. Be Unique Be the First© 2013 Promodo http://www.promodo.com United Kingdom United States contact@promodo.com +44 0203 1376 681 +1 347 809-34-86
  • 37. Thank you for your attention! Kate Sudarkina Promodo e.sudarkina@promodo.com http://www.promodo.com If you would like to get a quote for online promotion of your project, please click here!© 2013 Promodo http://www.promodo.com United Kingdom United States contact@promodo.com +44 0203 1376 681 +1 347 809-34-86