Learn how to benefit from the Russian search engines and run advertising campaigns in the most effective and efficient way there!

1. Yandex is a key to your
visibility in Russia
Mediatalo Toimelias Ltd
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What is that?
• Yandex.ru is the largest search engine in Russia.
• It has about 60 % market share on the Russian Internet.
• The second most used search engine following Yandex
is the Russian version of Google (Google.ru).
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Characteristics
Yandex is an absolutely Russian channel.
• It was launched in the beginning of 90's by the Russian
Language Institute.
• Yandex search engine algorithm is based on the Russian
language, its grammatical cases, hyphenation, semantics, as
well as the Cyrillic script → the logic of the search results is
different from the western search engines.
To succeed at the search engine such as Yandex, the
marketer is supposed to be a master in the Russian language
and its meanings.
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Users
• When Google is considered to be more for business
people and students, popular Yandex users, in turn,
are "typical Russians“.
• This difference is also reflected in the search words
used for the search engines:
 Google is used to retrieve information about different
things;
 Yandex is applied for a variety of commercial services and
information concerning everyday chores and consumption.
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Electronic channel
• It should also be mentioned that Yandex is not just a search
engine. It is a channel that offers a wide range of Internet-
based services:
maps,
music,
money,
e-mail,
traffic information services,
others.
• Therefore, it is more natural to talk about Yandex as an
electronic channel, not just a search engine service.
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Yandex Direct
• Yandex marketing service called
Yandex Direct is the best way to
implement Internet marketing in the
Russian market.
• Search keywords, ad themes and
other marketing activities can be
directed to certain target groups
(e.g. towns where ads are displayed).
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Yandex vs. Google.ru
It is easy to learn and make management decisions
about Russian Internet marketing by monitoring and analyzing
the results of the following example.
• Toimelias carried out campaigns for one of its clients
in Yandex.Direct and Google AdWords Internet advertising
services;
• Marketing activities were focused on St. Petersburg, Moscow
and the entire Finland;
• Overall budget was split between Google AdWords (25%) and
Yandex.Direct (75%);
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Yandex vs. Google.ru
• The statistics presented in the example stand for
two-week-long campaigns.
• The marketing idea was to take advantage of the
upcoming Ice Hockey World Championship by
offering products and services such as luxury
accommodation near Helsinki and tickets to the
matches to hockey fans.
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Yandex vs. Google.ru
The results of the campaigns were the following:
• Google AdWords: 242 313 impressions, 1082 clicks,
CTR (click through rate) 0,45% and PPC (price per click)
€ 0,13.
• Yandex.Direct: 136 644 impressions, 5375 clicks, CTR
(click through rate) 3,93% and PPC (price per click)
€ 0,12.
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Yandex vs. Google.ru
• Even though there was a huge difference in the amount
of displays and clicks (and consequently in the CTR)
between the channels, the click prices were very similar
due to the pricing policies of the channels.
• Remarkably high CTR in Yandex.Direct probably has led to
the good conversion rates. It means that customers did
purchase the client company’s products and services.
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Yandex vs. Google.ru
Yandex marketing success was based on the following
factors:
• Good offer: combination of services (accommodation)
and products (match tickets) made up a good package
appealing to people.
• Good timing: the campaign was launched in the period
of the Ice Hockey World Cup Championship, when the
anticipation of matches was rising among Russian fans.
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Yandex vs. Google.ru
• Successful segmentation: Yandex.ru is a genuine Russian
channel that helped the campaign to find its right audience,
particularly “patriotic” ice hockey fans searching for the
information regarding the Ice Hockey World Cup
Championship.
• Changes in the strategy: the allocation of the ads was
switched from the guaranteed places to the first premium
places. Price rates were higher there, but it led to the
significant increase in the amount of clicks and hence to the
higher CTR.
Google.ru has lost this competition because of its users’ profiles.
The offer in Google.ru has not reached the audience with the
same intensity as in Yandex.ru.
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Useful tips
• Creating advertising campaigns in Yandex can be done
easily, because it is possible to get customer service in
English.
• The process of buying keywords and banners can be
successfully managed in English as well.
• As for the processes such as ad creation, targeting and
keywords definition, the best choice is to ask the
marketing experts with a good knowledge of Russian to
handle them.
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Take the first step!
Are you interested in the Russian market and
Yandex particularly? Are you going to accept
new challenges to achieve better results?
Put you search engine visibility in expert hands!
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Contact us!
Mediatalo Toimelias Ltd
Laserkatu 6
53850 Lappeenranta
Finland
Teemu Hakolahti
teemu.hakolahti@toimelias.fi
Tel. +358 50 355 1370
www.toimelias.fi/en/
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