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

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

Roman Viliavin Kate Sudarkina
Vice CEO PPC analyst
Promodo Promodo

© 2013 Promodo http://http://www.promodo.com USA UK
contact@promodo.com +1 347 809-34-86 +44 (0203) 137-66-81

Why is Promodo entitled to speak on this topic?

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

© 2013 Promodo http://http://www.promodo.com USA UK

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

Roman Viliavin Mar 14, 2013
Vice CEO
Promodo

© 2013 Promodo http://www.promodo.com USA UK 3 of 19

Why Russia and ex-CIS?

 ~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


What we’ll cover today
 The market data: users, Internet penetration, mobile etc.

 The most important traffic sources overview

 SEO for Russian market

 Russian Social Networks (Vkontakte, Odnoklassniki etc.)


Let’s go!


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)

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


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


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

 Search results vary between regions:


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!

What about the Big Brother?


Traffic sources: Google

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


 Mobile traffic growth due to Android & Chrome
browser


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


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”)


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


What about social?


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)


Takeaways

Russia is not “bears, vodka and balalayka”


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!


Thank you!
Roman Viliavin, Promodo

Twitter: @viliavin

roman@promodo.com
http://www.promodo.com

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

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


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

Webinar

Kate Sudarkina,
PPC analyst

© 2013 Promodo http://www.promodo.com United Kingdom United States
contact@promodo.com +44 0203 1376 681 +1 347 809-34-86

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

© 2013 Promodo http://www.promodo.com United Kingdom United States+1 347 809-
contact@promodo.com +44 0203 1376 681 34-86

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

Budget in Yandex Direct is easy to overspend

Shell company creation for budget management

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

Set higher bids when launching
campaign

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


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


Target Your Ads to Precise Audience

Targeting methods based on users’
location

…professional positions

…users’ interests

…apps, people use

…groups, people attend

…keywords

© 2013 Promodo http://www.promodo.com
http://www.promodo.co United Kingdom United States
contact@promodo.com
m +44 0203 1376 681 +1 347 809-34-86
contact@promodo.co

Contextual Advertising in Facebook

Facebook marketing options are inferior to VK marketing options

Facebook marketing possibilities mainly are for electronic goods or technical products

© 2013 Promodo http://www.promodo.com
http://www.promodo.co United Kingdom United States
contact@promodo.com
m +44 0203 1376 681 +1 347 809-34-86
contact@promodo.co

Targeting Methods in FB

In FB targeting goes through location

…education

…workplace

…family status

…business etc.

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 Sudarkina
Promodo

e.sudarkina@promodo.com
http://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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Introduction to Russian market: audience, key traffic sources and Yandex