SEO and SEM for Russian search engines

New “callout” feature on Yandex Direct to increase CTR

Direct New

Now you can put a “callout” as an additional line in a Yandex PPC ad. According to Yandex, callouts can increase an ad CTR by 3%.

What is a callout? It’s a new feature on a PPC platform Yandex.Direct – short texts in ads which make them stand out in Yandex SERP and attract more visitors to the advertised websites.

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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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Meet extended geotargeting feature in Yandex.Direct

Yandex.Direct geotagreting has always been a lot less sophisticated in comparison to Google AdWords. While AdWords provides possibilities to target locations as precise as a radius around specific city or even metro area or a ZIP code, in Yandex.Direct we can only target people living in a specific region and/or in main large cities in Russia.

Until now Yandex.Direct did not officially support targeting based on search intent, however their machine learning technology MatrixNet took care of that to some extent.

I summarized the available geotargeting options of both AdWords and Yandex.Direct in one of my earlier posts:

adwords-vs-yandex-direct

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Anna Oshkalo

Anna is a blogger and online marketing consultant specializing in SEO and SEM for Russian search engines. To see more of Anna's posts, follow her on Twitter, or LinkedIn.

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Beta of the week: App install ads in Yandex.Direct

app-install-ads-yandex-directMobile Internet usage in Russia is increasing and so does smartphone penetration. According to eMarketer, over 58 million Russians own a smartphone, which is 55% of all mobile users and about 40% of the total Russia’s population.

Rapidly increasing adoption of smartphones, and hence mobile apps, has lead to extensive growth of mobile advertising offerings in the market. Apart from traditional mobile ad networks, both global and local (Wapstart being the largest), Internet giants such as Yandex and Mail.ru Group, started creating very interesting products for mobile app promotion.

VK launched their app install ads in October 2014. Later, in early 2015, Mail.ru Group introduced myTarget – an advertising platform merging mobile inventory of Russia’s largest social networks VK, Odnoklassniki and MoiMir. Yandex started offering mobile-specific ads in summer of 2015 and now they are launching their first app promotion format.

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Anna Oshkalo

Anna is a blogger and online marketing consultant specializing in SEO and SEM for Russian search engines. To see more of Anna's posts, follow her on Twitter, or LinkedIn.

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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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