Do You Speak Yandex?

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In Marketing We Trust

What we'll cover: Russian Market Meet Yandex Home Page Ads on Yandex Yandex Direct Yandex Metrica Why Yandex?

Marketing

Digital You Can Trust |
Do you speak Yandex?
PRESENTER: Ellina Kollegova
DATE: Sept 2019

Digital You Can Trust |
Ellina
Ellina Kollegova
PPC Specialist
About me:
● 1994 - 2011 - Kamchatka
○ (the very) Far East of Russia
● 2011 - 2014 - Singapore
○ MDIS - Bachelor in Business Management
● 2014 - 2016 - United Kingdom
○ University of Bradford
○ PPC account manager
● 2016 - present - World Citizen

Digital You Can Trust |
● Russian Market
● Meet Yandex
○ Home Page
○ Ads on Yandex
○ Yandex Direct
○ Yandex Metrica
● Why Yandex?
● Q&A
Agenda

Digital You Can Trust |
Demographics
● Population: 144 million people
● 11 Time Zones
● Language: Russian
Russian Market
Digital Data:
● 110 m Internet Users (76%)
● 70 m - Social Media Users (49%)
● Search Engines: Yandex & Google
● Social Media: VK, OK , YT, FB

Digital You Can Trust |
● Founded in 1997
● Yandex - Yet Another INDEXer
● Largest Media Portal (different services)
● More than just a Search Engine: food delivery, taxi
● Made by Russians for Russians

Digital You Can Trust |
Yandex Home Page

Digital You Can Trust |
Different Features:
● Traffic Estimates
● Side Banners (Paid)
● Online Chats (Free)
Yandex Search Page

Digital You Can Trust |
● Location choice
● Redirection other Search Engines
Yandex Search Page

Digital You Can Trust |
Yandex Ads
Ad parts:
● Title 1 (35 character)
● Title 2 (30 character)
● Text (81 character)
● Sitelinks
● Callouts
● Display Link
Different Features:
● vCards
● Yandex Webmaster

Digital You Can Trust |
Yandex Direct - PPC Account Structure
PPC Account
Campaign
Adgroup
Keyword
Keyword
Keyword
Adgroup
Keyword
Keyword
Keyword
Campaign
Adgroup
Keyword
Keyword
Keyword
Adgroup
Keyword
Keyword
Keyword
Campaign
Adgroup
Keyword
Keyword
Keyword
Adgroup
Keyword
Keyword
Keyword

Digital You Can Trust |
Direct Commander
Yandex Direct Tool:
● Status
● Settings
● Editorial work
● Find & Replace

Digital You Can Trust |
VS
Similarities:
● PPC Account Structure
● Campaign types (Search & Display)
● Optimisation (device, genders, hours of the day
etc)
● Offline editor
Differences:
● Keywords type
● Payment method
● Website monitoring

Digital You Can Trust |
Web Analytics Tool
● Customized reports
● Performance
● Users behaviour
Yandex Metrica
● Interesting Features
-click/scroll map
-webvisor (users’ journey)

Digital You Can Trust |
Source: dataportal.com
● Google - 53%
● Yandex - 44%
Market Share - Dec 2018

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Do You Speak Yandex?

1. Digital You Can Trust | Do you speak Yandex? PRESENTER: Ellina Kollegova DATE: Sept 2019

2. Digital You Can Trust | Ellina Ellina Kollegova PPC Specialist About me: ● 1994 - 2011 - Kamchatka ○ (the very) Far East of Russia ● 2011 - 2014 - Singapore ○ MDIS - Bachelor in Business Management ● 2014 - 2016 - United Kingdom ○ University of Bradford ○ PPC account manager ● 2016 - present - World Citizen

3. Digital You Can Trust | Do you speak ?

4. Digital You Can Trust | ● Russian Market ● Meet Yandex ○ Home Page ○ Ads on Yandex ○ Yandex Direct ○ Yandex Metrica ● Why Yandex? ● Q&A Agenda

5. Digital You Can Trust | Russian Market

6. Digital You Can Trust | Demographics ● Population: 144 million people ● 11 Time Zones ● Language: Russian Russian Market Digital Data: ● 110 m Internet Users (76%) ● 70 m - Social Media Users (49%) ● Search Engines: Yandex & Google ● Social Media: VK, OK , YT, FB

7. Digital You Can Trust | Meet Yandex

8. Digital You Can Trust | ● Founded in 1997 ● Yandex - Yet Another INDEXer ● Largest Media Portal (different services) ● More than just a Search Engine: food delivery, taxi ● Made by Russians for Russians

9. Digital You Can Trust | Yandex Home Page

10. Digital You Can Trust | Different Features: ● Traffic Estimates ● Side Banners (Paid) ● Online Chats (Free) Yandex Search Page

11. Digital You Can Trust | ● Location choice ● Redirection other Search Engines Yandex Search Page

12. Digital You Can Trust | Yandex Ads Ad parts: ● Title 1 (35 character) ● Title 2 (30 character) ● Text (81 character) ● Sitelinks ● Callouts ● Display Link Different Features: ● vCards ● Yandex Webmaster

13. Digital You Can Trust | Yandex Direct - PPC Account Structure PPC Account Campaign Adgroup Keyword Keyword Keyword Adgroup Keyword Keyword Keyword Campaign Adgroup Keyword Keyword Keyword Adgroup Keyword Keyword Keyword Campaign Adgroup Keyword Keyword Keyword Adgroup Keyword Keyword Keyword

14. Digital You Can Trust | Yandex Direct

15. Digital You Can Trust | Direct Commander Yandex Direct Tool: ● Status ● Settings ● Editorial work ● Find & Replace

16. Digital You Can Trust | VS Similarities: ● PPC Account Structure ● Campaign types (Search & Display) ● Optimisation (device, genders, hours of the day etc) ● Offline editor Differences: ● Keywords type ● Payment method ● Website monitoring

17. Digital You Can Trust | Web Analytics Tool ● Customized reports ● Performance ● Users behaviour Yandex Metrica ● Interesting Features -click/scroll map -webvisor (users’ journey)

18. Digital You Can Trust | Why Yandex?

19. Digital You Can Trust | ● Market share ● Local Brand ● Trust ● Yandex speaks Russian! Why Yandex? English: ● Cat ● Cats ● Cat’s Russian: ● ко́шка ● коша́чий ● ко́шки ● коша́чья ● ко́шек ● коша́чье ● ко́шке ● коша́чьи ● ко́шкам ● коша́чьего ● коша́чьею ● коша́чьими ● коша́чьем ● коша́чьих ● ко́шку ● коша́чьей ● ко́шкой ● коша́чьих ● ко́шкою ● коша́чьему ● ко́шками ● коша́чьим ● ко́шках ● коша́чью

20. Digital You Can Trust | Source: dataportal.com ● Google - 53% ● Yandex - 44% Market Share - Dec 2018

21. Digital You Can Trust |

Editor's Notes

Google VS. Yandex homepage (more services to get engaged into)
You can choose desired location - life saving for live searches. Redirection to other search engines - the only (if I’m not mistaken), talks about Yandex confidence
Chracter limit excludes . , “”
For various reasons: google chrome, android, mobile searches, youtube & google integration

Do You Speak Yandex?

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Editor's Notes