We all know a lot about Google and Bing, which are the most powerful search platforms worldwide, but shall we keep in mind that to enter certain markets sometimes we need to use something different, more specific, not to say tailor-made. In this article we’re going to take a closer look at Russian search platform Yandex and its’ PPC platform http://getgoogleseo.com/en/marketing-agency/ppc/campaign-yandex-direct-russia/Yandex .Direct.
So what is Yandex exactly and why is it such big of a deal? Well, let us tell you that Yandex holds around 65% contextual advertising market in Russia and many other countries, where Russian is widely spoken. This number makes completely unnecessary any more explanations (and so you won’t get bored with too many arguments, as we still want you to finish this article). And Yandex.Direct, as it’s been mentioned earlier, is a PPC platform, which provides advertising on Yandex as well as their content network.
During the past several years, Yandex have put a lot of effort to interest foreign businesses. They’ve translated all the significant tools and tutorials into English and have been actively promoting their services at conferences all around the world (still, focusing mainly on European and American markets). Here’re some links on their English sources:
- Yandex.Direct English interface: http://direct.yandex.com
- Yandex.Direct user guide in English: http://advertising.yandex.com/, http://direct.yandex.com/help/
- Yandex corporate blog: http://company.yandex.com/ with the latest news and features
Yandex are trying their best to make the system comfortable to work with for a foreign professionals and clear for the investors, and still, for Google AdWords adepts, there’ll be a bit more than a few things to catch up. Let’s take a look at the most important ones.
There’s an instrument in Yandex.Direct platform called ‘Related keywords’, that lets the users to extend keyword matching and include synonyms/substitutes. This works pretty much the same with modified broad match in Google AdWord, for example: keyword Buy Phone Cases on Yandex.Direct will get you similar responses as +buy +phone +cases on Google AdWords.
‘Related keywords’ function is enabled by default for new campaigns. And if you’re not sure where to start, you can check out this link for a Yandex Keyword Tool also known as Yandex WordStat. Unfortunately, now there’s only a Russian version to be found, so for the instruction on how to use it for English-speaking audience, keep up with our articles.