Low budget promotion on the Russian-speaking Internet

OMCap 2015 - Online Marketing Konferenz

Low budget promotion on the Russian-speaking Internet

Tips on using SEO, PPC and Social Media instruments

1

Konstantin Kanin


Konstantin Kanin • Low budget promotion on the Russian-speaking Internet 2

• Since 2009 — specializes in Yandex SEO• Since 2013 — CEO in DaCompany.pl,

marketing agency that promotes European companies in Runet

• Author of the first Polish blog about Runet Marketing — Pozycjonowanie.ru

Konstantin Kanin



1. The Definition of Runet

2. SEO Tips

3. Cheap PPC Campaign with Yandex

4. Low budget marketing on Social Media

What You Will Learn



What is Runet?



Search Engines in Runet

Russia Ukraine Belarus Kazakhstan



Add Your Site to Yandex.Webmaster



Choose Your Site Region



Use Local Subdomains for Multiregional SEO

We’ve divided one .RU domain into 15 regional subdomains in September



Stop Link Buying, Start to Improve Your Website

• Make a good translation• Diversify your links• Pay attention to the commercial factors• Check your competitors’ functionality• Improve your UX



Add Your Site to Yandex.Metrica



Start a Yandex.Direct Campaign



Increase Your Ads CTR

• Favicon• 4 Sitelinks• Telephone Number• Working Hours• Metro Station (for Moscow, St. Petersburg, Kiev)• Link to Your Company’s vCard



vCard — Your Company’s Business Card on Yandex



Use Yandex Advertising Network

• Image + Text• Sitelinks• Link to Your Company’s vCard• Remarketing Conditions• Automated Behavioral Targeting



Divide Your Campaigns Into Regions

Moscow Campaign

Your Yandex.Direct Account

St. Petersburg Campaign

Rest of the country Campaign



Check Your Competitors’ Keywords and Ads

• SpyWords.ru (only RU version)• AdvSE.ru (only RU version)• Prodvigator.ru (Eng version)• SemRush.com (Eng version, but only Google

stats)



Use Local Social Media



Buy Posts In Fanpages That Your Customers Like



Summary:

Runet is not only Russia Add your site to Yandex services Use all Yandex.Direct ad options Check your competitors Use local Social Media

Low budget promotion on the Russian-speaking Internet

Marketing

Transcript of Low budget promotion on the Russian-speaking Internet