Last week I’ve attended the greatest event of mobile industry – Mobile World Congress in Barcelona. Of course, I took the opportunity to pass by Yandex stand and ask some questions about mobile plans for 2014.
I had a very nice chat Vladimir from Yandex team, who told me about Yandex.Kit, Yandex.Store and other mobile products that have been launched tin the past few months.
What is Yandex.Kit and who is it for?
Yandex.Kit is a firmware for Android devices that offers a package of Yandex services and creates Android experience “without Google”.
Being at Mobile World Congress in Barcelona has been truly enlightening for me. I got to talk to amazing people and learn a lot of new things. What I learned passing by Yandex booth at MWC was probably the most shocking discovery for me. Apparently, the long-time rivals Google and Yandex are partnering up (!!!) to deliver more value to media buyers in Russia and CIS region.
Yandex launched its own Real-Time Bidding system for auctioning ad impressions to advertising systems in March 2012. Yandex.Direct and myThings were the first participants in the auction, which were later joined by Tinkoff Digital, the developer of Russia’s first RTB platform, and LaModa, one of the most popular fashion e-retailers in Russia. At the same time, lots of display inventory was available through Google’s DoubleClick.
Last week Yandex.Direct introduced a new addition to their set of automated strategies – “average conversion price”. The strategy is similar to Google’s Conversion optimizer, i.e. it works on maximizing the amount of conversions and maintaining specified CPA.
Automated strategies in Yandex.Direct
Up until now Yandex.Direct provided 4 automated strategies that modify bid level according to the campaign goals:
- Weekly budget: maximum amount of clicks
- Weekly budget: maximum conversions
- Average CPC
- Weekly click package
Two months ago at IBC Russia conference in Moscow Yandex made an announcement that turned SEO world upside down. The Head of Search of the biggest Russian search engine in presented the new search algorithm that does not include links as a ranking factor. The news provoked a lot of discussions and speculations in forums and communities, but Yandex kept silent up until now.
Have you ever felt annoyed, stressed, or confused, when you had to fund each of your Yandex.Direct campaigns separately? Having just two campaigns meant double the amount of invoices, more paperwork, more time from your accounting department and more chances that something would go wrong.
No more stress! Since yesterday all Yandex.Direct accounts can be funded with a single invoice, and the funds – distributed across the campaigns according to the daily or weekly budget settings.