Introduction to Russian market: audience, key traffic sources and Yandex

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Introduction to Russian market: audience, key traffic sources and Yandex

Roman Viliavin Vice CEOPromodo

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Kate Sudarkina PPC analystPromodo

Webinar

http://www.promodo.com/

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Why is Promodo entitled to speak on this topic?

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Promodo has been operating online since 2004, having by now gained:

Being acknowledged as a top online marketing services provider in Ukraine Promodo is holding seminars and conferences together with IT leaders in Ukraine, Europe and the USA

We have successfully cooperated and gained trust of brands famous both in the ex-CIS and in Europe and the USA


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Introduction to Russian market: audience, key traffic sources and Yandex

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Roman Viliavin Vice CEOPromodo

Mar 14, 2013

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~285 mln. Russian-speaking users in ex-CIS countries

~30% avg. annual growth due to low Internet penetration

Strong buyers’ preference for foreign companies (foreign=good)

Low competition = Business opportunities

Why Russia and ex-CIS?

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The market data: users, Internet penetration, mobile etc.

The most important traffic sources overview

SEO for Russian market

Russian Social Networks (Vkontakte, Odnoklassniki etc.)

What we’ll cover today



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Let’s go!



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The market data: Russia (2012)

~41 mln Internet users in cities 100.000+~24 mln Internet users in cities <100.000---~65 mln Internet users (~45% of 143 mln population)



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The market data: Ukraine (2012)

~15 mln Internet users, age 16+ (~34% of 45 mln population)

30% annual market growth

8% mobile penetration, 12% online credit cards payments



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Traffic sources: Yandex

#1 search engine in Russia, #2 - in Ukraine

~53% of search market in Russia, 30% - in Ukraine

~53 mln unique monthly visitors in Jan 2013 (~74% of Russian users)

Yandex has it’s own search algo & lots of services (Maps, Taxi…)

Yandex results are shown on other portals (i.e. Tut.by)

Getting traffic: SEO, PPC, Display Advertising



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SEO for Yandex

Thematic Index Citation (TIC) is “Yandex’s Pagerank”

Search results vary between regions:



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SEO for Yandex

Yandex heavily personalises search results (“Kaliningrad” algo)

Affiliate-filter – is one of the key features of Yandex algorithm

Yandex is highly content-sensitive

Behavioral factors are highly important

Yandex detects ~80-85% of all paid links and simply ignores them (instead of penalizing the whole website)

Yandex doesn’t use Description tag for snippet generation

Yandex search support really works and replies!



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What about the Big Brother?



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Traffic sources: Google

#2 search engine in Russia, #1 - in Ukraine


Mobile traffic growth due to Android & Chrome browser



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SEO for Russian Google

Fewer filters and algorithm innovations than in US/EU

Lower competition level (many young websites w/o authority)

The majority websites buys links (it’s cheap, it works)

Traditional promotion strategies (i.e. guest blogging) works worse due to cheap paid links competition



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Traffic sources: Mail.ru

#3 search engine in Russia & Ukraine


Grew from email to a portal with search, services, content & social network

Has it’s own search algo (“Gogo”)



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SEO for Mail.ru

Has it’s own antispam filters

Uses behavioral factors but not as much as Yandex

Self-educated algo, uses humans-assessors ratings as quality markers

In general, much more easier than Yandex or Google



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What about social?



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Russian Social Networks ~75% of users visit a social network every month

(ComScore)

>10 hours/month average time spend (2nd in the world, ComScore)

Vkontakte: 29,1 mln monthly audience (Russia)

Odnoklassniki: 25,2 mln monthly audience (Russia)

Youtube: 24,3 mln monthly audience (Russia)

MoiMir: 22,8 mln monthly audience (Russia)

Facebook: 15,4 mln monthly audience (Russia)

Twitter: 4,2 mln monthly audience (Russia)



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Takeaways

Russia is not “bears, vodka and balalayka”



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Takeaways

~285 mln. Russian-speaking users in ex-CIS countries

~30% avg. annual growth

Yandex, Google, Mail.ru ≈ 98% of search market

Vkontakte & Odnoklassniki – the most popular social networks

Russian market is a huge opportunity!



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Thank you!

Roman Viliavin, Promodo

Twitter: @viliavin [email protected]://www.promodo.com

Useful guideshttp://http://www.promodo.com/pdf-downloads/guides/

If you would like to get a quote for online promotion of your project, please click here!


http://www.promodo.com/professional-seo-company/

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Contextual Adverting in Post Soviet Countries Google Adwords vs Direct.Yandex, VK vs Facebook

Kate Sudarkina, PPC analyst

Webinar





Google Position is Up


Google Chrome Browser

Growth of Smartphone Market

Google android mobile OS




Google AdWords for a Russian Speaking Audience


Adverts need to be longer

Correct usage of ending and cases

Minus words optimization

Search request as “buy [good] in [city/town]”

GDN makes your brand famous




Direct.Yandex for Russians

Russians prefer Yandex to Google

Yandex doesn’t drop behind Google and has its own Yandex Advertisng Network

It operates discounts for authorized agencies





Main Ads Differences Between Direct.Yandex and Google Adwords

Account structure: YD has no categories


Different CTR calculating methods

Ads in Yandex Direct consist only of headline and one description line




Hardly Controlled Direct.Yandex Budget

Shell company creation for budget management

Budget in Yandex Direct is easy to overspend

Divide budget for one campaign by 2-3 days, to observe it





Yandex Metrics for Direct.Yandex

Yandex Metrics is analogous to Google Analytics

Yandex Metrics doesn’t integrate to Google Analytics but it can be done through “utm” sources


Unique features of site analyze




Direct.Yandex Uses Different Search Queries Format


Exclamation mark goes before each keywords like: !firstkeyword !secondkeyword perform queries in phrase extension

Keywords go in quotes like: “firstkeyword secondkeyword” perform queries in exact extension

Keywords with “+” sign determine search request in a more exact way




Advertising Strategies are Important

If you are a newbie it is wisely to use automated bid management in Google Adwords

YD has 4 manual and 2 automated bid strategies

Set higher bids when launching campaign




Contextual Advertising in vKontakte.ru

Largest Russian social network, that unites people on the basis of interests, social status, age, location ect.


VK gives an access to a huge audience with a set of targeting options


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Target Your Ads to Precise Audience

Targeting methods based on users’ location

…apps, people use

…professional positions

…users’ interests

…groups, people attend

…keywords





Contextual Advertising in Facebook



Facebook marketing options are inferior to VK marketing options

Facebook marketing possibilities mainly are for electronic goods or technical products




Targeting Methods in FB

In FB targeting goes through location

…education

…business etc.

…workplace

…family status


Combining several options of targeting will lead to a better result



Differences Between Contextual Advertising in Facebook and vKontakte

Audience in VK has less purchasing ability than audience in FB, because of the age factor

Fashion stuff, clothes, accessories and language courses will have greater demand in VK

Interesting and appealing photos of advertising produces or services, this concerns both FB and VK




Be Unique


Be the First




Thank you for your attention!

Kate SudarkinaPromodo

[email protected]://www.promodo.com

If you would like to get a quote for online promotion of your project, please click here!

Introduction to Russian market: audience, key traffic sources and Yandex

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