SEO and SEM for Russian search engines

Russian paid search expenditures up by 44% in 2012

Russian SEM spend in 2012 was valued at 1.4 billion US dollars, which is a 44% increase comparing to 2011, reported Russian bid management service eLama.

In 2012 Yandex remained the leader of contextual advertising market, followed by Google.ru and lastly Begun.

contextual advertising in russia 2012

While the main players are still the same as in 2011, there are some major shifts: Begun lost significant part of the market, while both Yandex and Google gained market share.

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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How to create sitelinks for a Yandex PPC ad

Sitelinks have been a widely-used practice in Google AdWords for a number of years. I think sitelinks are great; they take up more ad space on the SERP, make your ad more noticeable, tell more about your company or service and guide the visitors to specific products or categories you want to promote.

Recently Yandex also began offering a possibility to create sitelinks in Yandex.Direct. In this post I will explain how to do it.

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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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Hidden Costs Of A Yandex PPC Campaign

One of my readers recently asked me how to estimate the budget needed for a PPC campaign on Yandex Direct. Google provides quite good tools for that to anyone who has a Google account, and so does Yandex, just in a slightly clumsier way.

How much my keyword costs on Yandex?

Right on the front page of Yandex Direct, in the top right corner, there are two not very prominent, but important items: Keyword Selection and Budget Forecast. That’s where you start gathering the information.

Keyword Selection in linked to Yandex’s keyword tool also known as Yandex Wordstat. The tool provides keyword ideas and monthly search volumes for specified country or region. Although the suggestions from Yandex Wordstat are integrated into Yandex Direct interface and can be accessed easily at the stage of creating ads, I still prefer compiling my keyword lists using this tool. Continue reading…

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 Direct Geotargeting Options Explained

One of my readers asked to explain how Yandex Direct works with geotargeting. Yandex’s PPC solution is not at all as straightforward and user-friendly as Google’s AdWords and can be pretty confusing in the beginning. Once you get used to it though, it is actually quite a good product.

AdWords provides many more options when it comes to campaign settings, including geotargeting possibilities. I will, however, try to make some parallels between the two PPC platforms.

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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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Boost Your Yandex Ads CTR with Keyword Insertion

Keyword insertion is popular feature available in most PPC platforms. By dynamically inserting a keyword that triggers the ad, keyword insertion, when used wisely, helps to increase click-through rates by making the ad more relevant and appealing the the searcher’s eyes.

Most search engines use the same syntax {keyword:default text}, which can be used in any part of an ad: title, ad text, display or destination URL.

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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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