Do You Speak Yandex?

We’re asking ‘Do You Speak Yandex?’, with Ellina Kollegova, PPC Specialist.

View the slides:

 

Do You Speak Yandex?

Before we begin, let’s learn a little about Ellina:

• 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

 

Agenda:

• Russian Market
• Meet Yandex
  • Home Page
  • Ads on Yandex
  • Yandex Direct
  • Yandex Metrica
• Why Yandex?

 

The Russian Market

Demographics:

• Population: 144 million people
• 11 Time Zones
• Language: Russian

 

Digital Data:

• 110m Internet Users (76%)
• 70m – Social Media Users (49%)
• Search Engines: Yandex & Google
• Social Media: VK, OK , YT, FB

 

Meet Yandex

• 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

Google VS. Yandex homepage (more services to get engaged into).

Search

• You can choose the desired location – life-saving for live searches.
• Redirection to other search engines – the only (if I’m not mistaken), talks about Yandex confidence

 

Yandex Ads

 

Yandex Direct – PPC Account Structure

 

Yandex Direct

Direct Commander

Yandex Direct Tool:

• Status
• Settings
• Editorial work
• Find & Replace

 

Yandex vs Google

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

 

Yandex Metrica

Web Analytics Tool

• Customised reports
• Performance
• Users behaviour
• Interesting Features
  • Click/scroll map
  • Webvisor (users’ journey)

 

Why Yandex?

• Market share
• Local Brand
• Trust
• Yandex speaks Russian!

 

To compare:

English: 

• Cat
• Cats
• Cat’s

Russian: 

• ко́шка
• коша́чий
• ко́шки
• коша́чья
• ко́шек
• коша́чье
• ко́шке
• коша́чьи
• ко́шкам
• коша́чьего
• ко́шку
• коша́чьей
• ко́шкой
• коша́чьих
• ко́шкою
• коша́чьему
• ко́шками
• коша́чьим
• ко́шках
• коша́чью
• коша́чьею
• коша́чьими
• коша́чьем
• коша́чьих

 

Market Share