Advertise with Yandex
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Advertising opportunities with Yandex and how to improve your ad performance using analytic tools
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Advertise with Yandex
- 1. More Ways to Advertise with Yandex Anastasia Mazets
- 4. Belarus 38% Ukraine 30% Kazakhstan 24% Turkey 5,1% Source: Yandex Stat, November 2016 4 Search Share Russia 55,2%
- 5. CPC or CPM
- 6. 6 Premium Ad Block Yandex Direct on SERP
- 7. 7 Websites and apps of Yandex Services Maps & Traffic Mail Flights Metro Images Video Disk Weather Yandex Ad Network
- 8. Ad Formats 8 Text & Image Ads Ads for Mobile Apps Smart Banners
- 9. 9 Smart Banners can look different, based on more than 15 templates available to advertisers. Item Сarousel Single Item Discounts Special Offers Item Mosaic Smart Banners
- 10. Campaign parameters › Budget – $ 500 › Duration – 2 weeks › Number of product offers – 886 Results: › Impressions – 162 560 › Clicks– 4 390 › Revenue –$ 6 244 › Transactions – 22
- 11. СРС & СРА Comparison x1.3 X2.4 x0.4 Смарт-баннер Рекламная сеть Директ (Поиск) Директ (Бренд) CPC x2.0 X1.3 X0.06 Смарт-баннер Рекламная сеть Директ (Поиск) Директ (Бренд) CPA Smart Banner Yandex Ad Network Yandex Direct (Search) Branded Traffic Yandex Ad Network Branded Traffic Source: Yandex Smart Banner Yandex Direct (Search)
- 12. 12 Website Visitors Target users who visited your website and had specific on-site behavior* Behavioral Target users whose interests, behavior, and recent searches match your ad copies content Targeting Options *Targeting website visitors requires Yandex.Metrica
- 13. 13 Bid Strategies Choose from a variety of bid strategies to optimize CPA and ROI Geo Targeting Target your customers in select geographic areas Bid Adjustments Modify your bids by time, device types, and users’ on-site behavior* Optimization Options *Requires Yandex.Metrica
- 14. Display Banner on SERP 14 > Display banner on search > Keyword-based targeting > Vast audience coverage > Geo targeting
- 15. Display Banner on Home Page > Target ~1,7 M unique users per day > No banner on rotation
- 16. Case Study
- 17. Case Study #1 Offline door store 17 Goal: to build up semantic core
- 19. Pick up a Conversion Goal
- 20. Get the List of the Search Queries
- 21. Case Study #2 Online Retailer Store 21 Goal: to assess traffic volume by hour
- 24. Adjust Bids by Hour > Bid up during working hours > Decrease bids on weekends
- 25. Desktop vs. Mobile Traffic by Hour
- 26. Case Study #3 Online beauty store 26 Goal: to show ads to a particular set of users
- 27. Create Segment
- 28. Create Segment
- 30. Bid up on Yandex Search Users who have been looking for New Year gifts Gifts for new year Gifts for the loved ones Gifts for New Year and Christmas. Sales! Skin Care Bath and Shower Gift Certificates Telephone & Address. 8 (800) 123-45-67 . Mon-Sun 09:00-22:00 • Free delivery • High Quality siteforyandex.com/gifts
- 31. Retarget Users on Ad Network Users who have been looking for New Year gifts Gifts for the loved ones Gifts for New Year and Christmas. Sales! Skin Care Bath and Shower Gift Certificates siteforyandex.com Address and Telephone
- 32. Questions?
- 33. Контакты +7 495 739 70 00 a.mazec@yandex-team.ru Thank you! Anastasia Mazets
Editor's Notes
- I guess you might be pretty hungry by now, it’s lunch time already, Anyway, I want to ask you to remain on your seats for the next half an hour. I promise I will not get you bored. To start off, let me introduce myself. My name is Anastasia Mazets. I work as an account manager at International sales team in Moscow. My main responsibility there is to help our customers grow their businesses across RU-speaking markets with the help of Yandex advertising products. And today I am going to walk you through all the possible ways to advertise with Yandex. The second part of my speech is going to be dedicated to practical cases of how to use Metrica to improve your Yandex campaigns performance.
- Alright, let’s kick the things of with a couple of words about Yandex in Turkey. We are relatively new to your market - Yandex search platform was launched on the 20th of September the year 2011, slightly more than 5 years ago.
- Since then we have been building new services in order to provide you – our Turkish users with the most relevant information. Now, every day hundreds of thousands of users from Turkey log on to their Yandex emails, check on up-to-date Weather, check out the easiest and fastest routs on Yandex maps. Every day Yandex Home page has 2.2 m visits
- And here in your country we have more than 5% of search share. And I tell you what – these are huge numbers assuming the fact that we are a new company in the market with a tough competition
- Now, I would like to dive into advertising products available in Turkey. Before I begin, can you guys help me understand how many of you are aware and how well you are aware of Yandex’s advertising tolkit? Can you rise your hands those who have already advertised with Yandex or who is currently running ads on Yandex? What type of ad products have you tried? Great to see so many hands in here! Alright, let me get back to my point. We divide advertising products into two types depending on the manner you purchase ad traffic – either CPC based ad traffic purchase, when you pay per click or CPM, when you purchase impressions.
- PPC campaigns can be managed in Yandex Direct user interface. The ads look the way you see on the screenshot – plain text with extensions like callouts, sitelinks, etc. How do you target these ads? – bB55 means of keywords. We serve ads on any type of device – desktop, tablets, and smartphones. There are two ad blocks on the search results page. The first one appears at the top of the page – it is called Premium Ad block and the other one is on the bottom of the page – Guarantee ad block. Each ad block can contain up to 3 and 4 ads respectively. By design, mobile search results page contains less advertising space – we serve only two ads in Premium ad block and one ad in Guarantee block. An important thing to to keep in mind here is that at the moment we have a tiny amount of the traffic from mobile devices – it is less that 1% yet.
- Yandex is not about search only. We have Yandex advertising network where we serve ads as well. Yandex and network is very huge in Russia and other Russian-speaking countries with relatively unlimited audiences. It consists of Yandex sites, partners’ sites and partners’ ad networks. In Turkey Yandex advertising network consists of a handful of Yandex sites at the moment and we have plans to expand the number of sites in the nearest future. To cut a long story short, we serve ad blocks on Maps & Traffic, Mail, Disk, Weather.
- And they can be of various formats. Eye-catching text & image ads, brand-new dynamic display banners, and special ads for mobile apps. I’m going to dwell on the first two ad formats, as ads for mobile apps are only available on mobile devices and we have tiny traffic volume. So I suggest focusing on what would bring significant traffic and conversions volume, alright?
- Smart banners is another new advertising product available in Turkey as an experiment so far. Smart banners are display banners with dynamic content based on your feed. If you have tones of items to advertise and you want to deliver a super relevant, personalised message to your audience, then welcome to try out smart banners.
- I want to take a moment to show you a short success story of one of our top clients – an online retail store M video. The client tested out smart banners for two weeks, spent around 500$ and was running smart banner ads for less than 900 items. Two weeks later they pulled out the statistics data and saw that they had received more than 160K impressions, around 4,3 K clicks, and 22 completed transactions. Their ROI was more than 6K dollars.
- Another interesting thing here to look at is CPC and CPA comparison graphs. As you see from the slide we compared CPC and CPA on he right graph coming from different channels. Undoubtedly, Branded traffic was and will remain the most inexpensive way of driving traffic and conversions to a site, However, there is another relatively inexpensive way to promote your goods – smart banners.