How can we evaluate the viability of investments in Yandex.Direct in foreign markets?

1. How can we evaluate the
viability of investments in
Yandex.Direct in foreign
markets?

2. Skyscanner
2003
50www.skyscanner.ru

3. Objective
Evaluate the viability of
investments in Yandex.Direct in
foreign markets.
Period:
January — April 2014
Used:
> Yandex.Direct

4. Project stages
A selection of countries where
Yandex searches are popular
among Russian-speaking users
Configuration of advertising
campaigns and collection of
statistics
Analysis of results
and conclusions
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2
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4

5. Step one

6. Selection of countries
Based on SimilarWeb and
company data about the
popularity of Yandex in different
countries, Skyscanner selected
Turkey, the Netherlands, the US,
and Germany for testing.
www.russiansearchtips.com
6

7. Step two

8. Configuration of advertising campaigns
Two advertising campaigns were
created for each market: in
Russian and in the local language.
8
USA
Germany

9. Step three

10. Analysis of results
During the test period, the
campaigns for Germany and the
Netherlands failed to reach the
traffic level necessary for a
statistically significant sample
and were stopped as a result.
10
Netherlands
Germany

11. Analysis of results
For Turkey and the US, the share
of conversions from
Yandex.Direct was more than
sufficient and made up 12% and
3.48% of the total amount of
context traffic, respectively.
11
Turkey
USA

12. Results

13. Results
768% higher
Yandex.Direct ROI in comparison
with other context systems
USA
by29.3%
the ROI of Yandex.Direct is
higher in comparison with
other context systems
Turkey
13

14. “In Turkey and the US we have
continued to invest in further
development of these markets using
Yandex.Direct.
lIarion Kopaleyshvili,
Marketing Manager for
Skyscanner in Russia
14