SEO and SEM for Russian search engines

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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How to get started with Yandex content network

I am sure many of you are successfully using Google Display network to drive sales. Yandex has an analog to Google’s display network called Yandex Advertizing Network (also refferd to as YAN or РСЯ in Russian). Until recently it was practically impossible to manage contextual ads in a good way. As I mentioned in one of my earlier posts, contextual ads could not be separated from search ads. The bid levels were not optimal and the keyword choices limited.

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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 match types explained

I am sure many of you are wondering how it works with match types in Yandex. They do not provide a description in their Yandex.Direct help topics, and there is no possibility to choose a match type in Yandex Wordstat keyword tool. It took me a while to figure it out as well, and here is my understanding of the whole match type system.

1. The matching option that comes by default

This is important for both interested in Yandex SEO and Yandex.Direct PPC. What Wordstat keyword tool returns as search volumes is probably the closest to what Google would return for a modified broad match.

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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 launches a desktop application for managing PPC campaings

Yandex.Direct, the PPC platform of Yandex, has been around since 2001 and is the oldest system of contextual ads in Russia (Google launched AdWords in Russia in 2002). Even though it displays ads to over 22 million people every day and attracts hundreds of new advertizers from Russia and overseas, the user interface is, let’s say, not the most convenient. Managing large PPC campaigns through Yandex web interface is a challenging task. But from now on it will be much easier for all search marketers. Finally Yandex launched a desktop tool for managing Yandex.Direct accounts, similar to those of Google, Bing and Yahoo!. Please meet  Direct Commander!

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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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