Tips on using SEO, PPC and Social Media instruments. Presentation for the OMCap 2015 in Berlin.

1. 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

2. OMCap 2015 - Online Marketing Konferenz
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

3. OMCap 2015 - Online Marketing Konferenz
Konstantin Kanin • Low budget promotion on the Russian-speaking Internet 3
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

4. OMCap 2015 - Online Marketing Konferenz
Konstantin Kanin • Low budget promotion on the Russian-speaking Internet 4
What is Runet?

5. OMCap 2015 - Online Marketing Konferenz
Konstantin Kanin • Low budget promotion on the Russian-speaking Internet 5
Search Engines in Runet
Russia Ukraine Belarus Kazakhstan

6. OMCap 2015 - Online Marketing Konferenz
Konstantin Kanin • Low budget promotion on the Russian-speaking Internet 6
Add Your Site to Yandex.Webmaster

7. OMCap 2015 - Online Marketing Konferenz
Konstantin Kanin • Low budget promotion on the Russian-speaking Internet 7
Choose Your Site Region

8. OMCap 2015 - Online Marketing Konferenz
Konstantin Kanin • Low budget promotion on the Russian-speaking Internet 8
Use Local Subdomains for
Multiregional SEO
We’ve divided one .RU domain
into 15 regional subdomains in September

9. OMCap 2015 - Online Marketing Konferenz
Konstantin Kanin • Low budget promotion on the Russian-speaking Internet 9
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

10. OMCap 2015 - Online Marketing Konferenz
Konstantin Kanin • Low budget promotion on the Russian-speaking Internet 10
Add Your Site to Yandex.Metrica

11. OMCap 2015 - Online Marketing Konferenz
Konstantin Kanin • Low budget promotion on the Russian-speaking Internet 11
Start a Yandex.Direct Campaign

12. OMCap 2015 - Online Marketing Konferenz
Konstantin Kanin • Low budget promotion on the Russian-speaking Internet 12
Increase Your Ads CTR
• Favicon
• 4 Sitelinks
• Telephone Number
• Working Hours
• Metro Station (for Moscow, St. Petersburg, Kiev)
• Link to Your Company’s vCard

13. OMCap 2015 - Online Marketing Konferenz
Konstantin Kanin • Low budget promotion on the Russian-speaking Internet 13
vCard — Your Company’s Business
Card on Yandex

14. OMCap 2015 - Online Marketing Konferenz
Konstantin Kanin • Low budget promotion on the Russian-speaking Internet 14
Use Yandex Advertising Network
• Image + Text
• Sitelinks
• Link to Your Company’s vCard
• Remarketing Conditions
• Automated Behavioral Targeting

15. OMCap 2015 - Online Marketing Konferenz
Konstantin Kanin • Low budget promotion on the Russian-speaking Internet 15
Divide Your Campaigns Into
Regions
Moscow
Campaign
Your Yandex.Direct
Account
St. Petersburg
Campaign
Rest of the country
Campaign

16. OMCap 2015 - Online Marketing Konferenz
Konstantin Kanin • Low budget promotion on the Russian-speaking Internet 16
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)

17. OMCap 2015 - Online Marketing Konferenz
Konstantin Kanin • Low budget promotion on the Russian-speaking Internet 17
Use Local Social Media

18. OMCap 2015 - Online Marketing Konferenz
Konstantin Kanin • Low budget promotion on the Russian-speaking Internet 18
Buy Posts In Fanpages That Your
Customers Like

19. OMCap 2015 - Online Marketing Konferenz
Konstantin Kanin • Low budget promotion on the Russian-speaking Internet 19
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