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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New on Yandex Direct: bid adjustment by age and gender

Direct NewFrom this week, you can adjust your bids for Yandex.Direct ads shown to various gender and/or age groups, as well as to your “retargeted” audience (people who have previously visited your website).

It’s not the first time Yandex introduces more options of adjusting CPC for specific categories of ads. In March, a separate bid management for mobile ads was added, which now can be set in combination with the new variables!

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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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Important: New auction system comes to Yandex.Direct

Direct NewOn July 30, Yandex announced that by the end of August the auction system in Yandex.Direct will change from GSP to VCG auction model. In addition, the new ranking rules will apply and the system of cumulative discounts will be dropped. According to Yandex, these changes aim to help PPC advertisers get more clicks for a better price in any position in the ad block of the SERP. Let’s see what awaits us and be prepared!

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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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Mobile-specific ads come to Yandex.Direct!

Mobile-ads5It’s been just two months as it became possible to seperately adjust the bid ratio for mobile ads on Yandex.Direct. And now, we’ve got great news – Yandex adds up another mobile-specific feature which allows creating Yandex PPC ads specifically for mobile devices. It means that Yandex mobile ads can now be tailored for mobile users and attract more traffic. How to set them up and run to make sure you reach Russian customers who have become more “mobile” than ever?

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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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