SEO and SEM for Russian search engines

Yandex Advertising Network: new banners to boost CTR

Yandex has just added interactive horizontal banners to its Yandex Advertising Network (YAN) and the testing shows that they can increase click-through rate of Yandex PPC ads up to 20%. Also, judging from the vertical banners introduced into YAN back in December 2014, banner ads are usually much more eye-catching than traditional advertising formats, so hopefully Yandex PPC advertisers are getting one more useful tool to promote their websites!

YAN1

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Lubov

Lubov is an online marketing consultant with a focus on market intelligence and SEM towards Russian market. Her background ranges from cross-cultural management of global NGOs to delivering linguistic services for businesses in Russia, Belarus and Sweden.

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New Yandex PPC feature: Autoexpand tool in Yandex.Direct

It looks like Yandex team is working hard these months on changes and additions to its Yandex PPC platform Yandex.Direct! Just lately, they rolled out the mobile bid management and added the keyword productivity index.  And now they introduce a brand new tool for “autoexpansion” of keywords which will automatically add keywords to your Yandex PPC campaigns, selecting them according to specific criteria. From last week, this feature is enabled by default, so be sure you really want it! Read on to learn what keywords may soon pop up in your keyword lists and if it’s something for you.

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Lubov

Lubov is an online marketing consultant with a focus on market intelligence and SEM towards Russian market. Her background ranges from cross-cultural management of global NGOs to delivering linguistic services for businesses in Russia, Belarus and Sweden.

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Yandex PPC match type operators for best keyword selection

When selecting keywords in Yandex.Wordstat for your Yandex PPC campaigns, it is good to know all Yandex match type operators you can use, especially as they differ from Google match types, even if both Yandex and Google use the same symbols for them. To help you avoid confusion and achieve the most relevant keyword selection for Yandex PPC ads, I’ve drawn a simple table demonstrating the match type operators for Yandex with examples.

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Lubov

Lubov is an online marketing consultant with a focus on market intelligence and SEM towards Russian market. Her background ranges from cross-cultural management of global NGOs to delivering linguistic services for businesses in Russia, Belarus and Sweden.

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Keyword productivity to boost your Yandex PPC performance

If you work with Yandex PPC advertising on Yandex.Direct platform, you couldn’t but notice a new column on its campaign level – Productivity. It’s displayed next to each keyword as a number looking like this:

Productivity 3

It is a keyword productivity index recently introduced by Yandex which should help Yandex PPC managers increase click-through rates of their keywords and attract more target users. But how do they calculate this index?

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Lubov

Lubov is an online marketing consultant with a focus on market intelligence and SEM towards Russian market. Her background ranges from cross-cultural management of global NGOs to delivering linguistic services for businesses in Russia, Belarus and Sweden.

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Banner ads on Yandex: affecting your brand

To measure if banners are actually bringing results can be challenging, so naturally I got curious when I saw a recent study on banner ads.

IMHO Vi, a big ad selling agency in Russia, has studied effectiveness of the advertising campaign for a smartphone. To do this, they’ve placed a banner on the home page of Yandex, the largest internet portal in Russia, and analyzed how it affected the brand metrics, such as brand awareness, brand recall and purchase intent. Let’s see what they have to say!

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Lubov

Lubov is an online marketing consultant with a focus on market intelligence and SEM towards Russian market. Her background ranges from cross-cultural management of global NGOs to delivering linguistic services for businesses in Russia, Belarus and Sweden.

More Posts