Alexsandr Vinograskiy


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Alexsandr Vinograskiy

  1. 1. Similarities and differences between business promotion in the Internet in Ukraine and the U.S.Alexsandr Vinograskiy, 21th of September 2012Specialist on projects promotion Conference «Trade Mission in Ukraine »of Western Division, Promodo
  2. 2. About what?Search engine: the balance of powerContextual advertising: a comparative cost of a visitor from the UnitedStates and Ukraine. Social networks: the balance of power. Comparative cost of visitors fromthe United States and Ukraine.Difference between techniques in SEO USA and Ukraine. The differencebetween allocation of budgets.Browsers: the balance of power. Mobile internet users.Case №1: SEOCase №2: PPC 2
  3. 3. Search engine : balance of Power in the U.S. Market leader in the U.S. is Google with more than 66% of search queries (data from ComScore). 3
  4. 4. Search engine : balance of Power in UkraineSearch market in Ukraine is divided by two search engines - Google and Yandex 4
  5. 5. Comparative cost of clicks from Google AdWords: U.S. and Ukraine 5
  6. 6. Cost of click: Bing (USA), Yandex (Ukraine) 6
  7. 7. PPC: The average cost of a visitor from the United States and Ukraine The average cost of a visitor The average cost of a visitor from Keyword/Ключевое слово from the United States, USD Ukraine, USD 10,93 0,9 Hosting/хостинг 13,3 0,3 Domain/домен 2,17 0,56 htc phones/телефоны htc 2.29 0,57 cheap flights/дешевые авиабилеты Calculation formula: cost of a click in the search engine 1 (%) * the search engine 1 market share (%) + cost of clicks in the search engine 2 * the search engine 2 market share (%) 7
  8. 8. Social network market in the U.S. 8
  9. 9. Social network market in UkraineRegistration in network and its usage% from registered at least in one network Registered in the network, but don’t use it Regular users of the networkData from interviewing online-panel by GfK Ukraine, №=444, November 2011 panel 9
  10. 10. Age distribution in social networks: Ukraine Registration in network by age of respondent % from internet users Age Total Data from interviewing online-panel by GfK Ukraine, №=444, November 2011 panel 10
  11. 11. Cost of Facebook user (USA) 11
  12. 12. Cost of VKontakte user (Ukraine) 12
  13. 13. Cost of Facebook user (Ukraine)The cost of Ukrainian visitors from Facebook is almost 4 times higher than that of VKontakteuser;CTR ads in Facebook three times higher CTR similar ads in VKontakte. 13
  14. 14. Conversion rate of VKontakte userConversion rate of VKontakte user fluctuates around an average number of 0.32 - 0.35%. 14
  15. 15. Conversion rate of Facebook userFacebook user conversion rate fluctuates around the average numbers of 0.42 - 0.45%, which is10 percent higher than the Vkontakte user conversion rate. 15
  16. 16. Difference in SEO-methods in the U.S. and Ukraine content VS links 16
  17. 17. You still can jump into the departing train 17
  18. 18. Browsers: the balance of power 18
  19. 19. The distribution of the browser market in Ukraine 19
  20. 20. Mobile Internet Mobile telephone screenDon’t use Laptop with USB- modemUse Laptop with mobile phone as modem tablet PC 20
  21. 21. •Рост позиций и как следствие рост показов и кликов (за 2 месяца рост составил 80%): Case №1: SEO. Internal optimization.•Рост трафика более чем на 20%: Intermediate result Compiling the semantic core - about 450 hours of work; Making technique requirements for case texts and recommendations for change meta tags on thesite; The average cost of a text copywriters - $ 3.5/1000 letters. •Рост продаж более чем на 25%: Growth of positions and, as a consequence, increase of displays and clicks. For two months the increase was 80%. Traffic growth of more than 20%; Sales growth of more than 25%; 21
  22. 22. •Рост позиций и как следствие рост показов и кликов (за 2 месяца рост составил 80%): Кейс №1: SEO. External optimization. Financial results. •Рост продаж более чем на 25%:т трафика более чем на 20%: Expenses: $ 43,420 for 6 months. Traffic growth of more than 63%. Earnings: $ 107,500. 22
  23. 23. Кейс №2: PPC.Traffic increase by over 19% when the budget by 0.84%;CTR Growth of of more than 8%; 23
  24. 24. Кейс №2: PPC. Financial result.Revenue growth of more than 39%;Growth in the number of transactions by more than 46%;The growth rate of conversion of more than 22%.Spent: $ 26 053. Income: $ 275,493. 24
  25. 25. 5 important thingsNumber of Internet users increases, which creates a constant flow of newcustomers. Internet penetration in Ukraine is far from complete. Market is experiencing"teenage" stage. Due to relatively young age Uanet companies have no a really big weight in thesearch engines, no recognition as the leading players in the U.S.. The cost of the visitor, or contact, as in the search engines and social networkstoday remains low, especially compared to the U.S. market.Entering even now the Ukrainian market it is possible for two or three years tobecome a major player in mainly in every industry with a relatively small investment. 25
  26. 26. Thank you for attention. Questions?Contact:E-mail: a.vinogradsky@promodo.comSkype: alexander.promodo.west