Yandex and the Russian search market

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With a larger market share than Google, Yandex dominates the Russian search engine market. In this presentation we look at how to advertise on Yandex and also how to optimise natural rankings on the search engine

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  • Перед тем как отвечать на мой вопрос, позвольте мне продемонстрировать этот график.Посмотрите, как изменялась аудитория крупнейших телеканалов России и интернета.Начиная с 2008 года аудитория телеканалов неуклонно падала. Например у Первого канала в январе 2008 года было 24 миллиона зрителей. Через год 22 миллиона, еще рез год 21, а в 2012 году осталось всего 17 миллионов зрителей.Напротив, аудитория интернета, разберем ее на примере Яндекса, демонстрировала постоянный рост. Фактически в сентябре 2011 года аудитория Яндекса сравнялась с аудиторией первого канала. Падение аудиторий телеканалов и рост аудитории Яндекса говорит о том, что люди все меньше начинают проводить времени перед экранами телевизоров и все больше в интернете. Кстати, лично я очень надеюсь на то, что в ближайшее время мы и первый канал сможем обогнать.Но это еще не самые плохие новости о телевизионной рекламе. Но перед тем, как перейти к следующему слайду я хочу спросить: «Сколько лет вашему целевому клиенту?»Получаем ответ «25! – кричит зал, который рекламируется на TV»Отлично, тогда…
  • Yandex direct
  • KWs associated with adsBidding methods – position based, automatedContent for images and text, publishers need manual approvalMatch types – BMM default, exact takes different word order and grammatical forms
  • Yandex and the Russian search market

    1. 1. © Search Laboratory Ltd 2013. All rights reserved. Leeds T: +44 113 212 1211 London T: +44 207 147 9980 Russian Search Market
    2. 2. Agenda Russian Market Yandex PPC SEO Search Lab
    3. 3. Russian Market
    4. 4. Big In 2012 Russia became the largest internet audience in Europe 19.4 43.0 39.4 52.4 61.4 Millions of unique internet users:
    5. 5. Internet Penetration per Country Low penetration – high upside!
    6. 6. 7,9 9,0 11,8 14,6 2010 2011 2012e 2013e 2% 5% 10% 11% 13% 15% 18%18% 20% 29% UK China Germany France US Spain Russia Italy Brazil India Market Overview Russian Total Ad Market ($ Bn) Online as % of Total Ad Spend The Russian Ad market is booming
    7. 7. 93.23 8.7 34.4 22.4 6.3 9.4 2.1 110.8 10.3 38 29.7 10.8 16.3 3.1 131 11.8 40.4 34.3 15.3 26.5 4.1 TV Radio СМИ Наружка Медийная интренет- реклама Контекстная интренет-реклама Прочие Advertising budget dynamics (bln. rub.) 2009 2010 2011 +63% +18% Outdoor Media internet advertising Paid search otherMass media +15% +6% +15% +42% +32% Paid Search Growing Fast
    8. 8. Russian Market Payment methods – Cash on delivery in lots areas (69%) – Big cities will have credit cards
    9. 9. Russian Market – Other Facts Very low percentage of mobile advertisers Everything has to be in Russian language to work Different social networks
    10. 10. Yandex
    11. 11. Yandex 60% - Google 26% 0% 10% 20% 30% 40% 50% 60% 70% Oct-04 Jan-05 Apr-05 Jul-05 Oct-05 Jan-06 Apr-06 Jul-06 Oct-06 Jan-07 Apr-07 Jul-07 Oct-07 Jan-08 Apr-08 Jul-08 Oct-08 Jan-09 Apr-09 Jul-09 Oct-09 Jan-10 Apr-10 Jul-10 Oct-10 Jan-11 Apr-11 Jul-11 Oct-11 Jan-12 Apr-12 Jul-12 Oct-12 Jan-13 Russian Search Traffic Market Share, % November 2009 Launch of MatrixNet January 2010 Mail.ru stops using Yandex for search January 2006 • Google opens office in Russia • Google introduces Russian language morphology
    12. 12. 1998 1997 2000 2002 2004 2002 2004 2006 2001 2005 2008 Search Mail MapsShoppingNews Payments Language Understanding 1989 2005 1989 Continuous Focus on Innovation
    13. 13. Top for Many Services
    14. 14. Top for Many Services News #1-3 Mail #2 Comparison Shopping #1 Auto #2 Music Yandex.Money #1 Analytics tool Jobs Weather #1 TV listings Traffic Jams, Maps #1
    15. 15. Key Investment Highlights Ukraine Kazakhstan Belarus (2005) (2009) (2010) Other Markets 15
    16. 16. Google vs Yandex Quite an aggressive rivalry Google are the biggest TV advertiser in Russia Google is set as the default browser on Chrome and can’t be changed However, Yandex actually link to Google!
    17. 17. PPC
    18. 18. SERPs 4 key things – Premium placements – Guaranteed placements – Dynamic placements – Contextual banner
    19. 19. Largely What We’re Used to… Keyword Ads Ad extensions Quality score Tracking Remarketing Display targeting methods
    20. 20. How it Differs from Google No ad groups Weird bidding methods 2 different content networks Different match types Analytics (“Metrica”) more integrated Can optimise for bounce rate RTB Search retargeting
    21. 21. SEO
    22. 22. How SEO Works Human website raters hand-pick results – http://www.russiansearchtips.com/2012/05/yandex-the-human-factor/ Each other site is ranked based on similarity to this Machine learning “MatrixNet” aims to deliver optimal results Importance of factors will vary depending on prevalence Personal search
    23. 23. How SEO Works Actually very similar to Google in terms of what will work – High quality links – Great on-page content – Proper usage of Russian language – Better ranking of bigger brands – (Rich) Snippets – Own version of webmaster tools
    24. 24. How SEO Works Actually very similar to Google in terms of what will work – CTR – Bounce Rate – Time on Site – Black hat tactics will be quickly punished
    25. 25. How SEO Works But not everything is the same… – Usability – Appeal of website • Prices • Payment options • Delivery options • Range of products
    26. 26. How SEO Works But not everything is the same… – Trust factors • Secure payment system • Russian landline phone number • Office address with opening hours and directions • No intrusive advertising
    27. 27. Yandex Islands Allow processes to take place directly from Yandex

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