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
- (the very) Far East of Russia
- 2011 – 2014 – Singapore
- MDIS – Bachelor in Business Management
- 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