In the last couple of months I have been spending a good amount of time with Russian PPC campaigns, both in Google.ru and Yandex. Even though I personally prefer Google’s interface, as it much more user -friendly and convenient, Yandex delivers more traffic and at a good cost.
Yandex.Direct provides some interesting features that automate parts of optimization tasks, such as, for example, “Autobroker” for automatic CPC management and “Autofocus” for automatic keyword refinement. Unlike most Google’s PPC automation tools, these two are actually quite useful.
Yandex.Direct is a PPC platform for advertizing on Yandex and their content network. Yandex hold 65% of contextual ads market in Russia, so if you want to enter this market, that’s probably where you will allocate a big chunk of your advertizing budget.
Yandex.Direct ads in Yandex search results
For almost a year now Yandex is using machine learning technology aka Matrixnet. Until recently, the “learnings” were used for improving the SERPs: eliminating spam, understanding users’ intents in cases when search queries are too generic or have multiple possible meanings etc. etc. Opinions differ, but all in all the quality of search results is much better than when I started writing RussianSearchTips.
A week ago Yandex launched yet another search algorithm Reykjavík. They call it their first step towards personalized search. Reykjavík aims to adapt to users’ language preferences, i.e. shows more results in English to those who likes (and clicks on) results in English and the other way around. Continue reading…
Yandex.Direct is AdWords of Yandex. It works almost the same way and looks very similar.
This week Yandex has started to show up to 3 sponsored links above organic search results, while before the maximum amount of paid ads was 2. Yandex claims that this will affect only the most competitive keywords, i.e. not more than 2% of all queries.
More sponsored links in Yandex SERPs
According to SearchEngines.ru Internet audience is not very fond of increased amount of paid listings. A large amount of people have screens with resolution lower than 768px (e.g. netbooks users) and cannot see organic search results at all.
In blogs and forums Yandex is being compared with Chinese Baidu, where all 10 top results can be paid listings =)