Marin was pleased to recently join Yandex at their Expert Summit in Berlin and their Partner Summit in London.
Here are a few highlights from the events and what we learned about the Yandex search engine.
Russia online
When it comes to digital marketing, Russia is a relatively young but fast-growing market. The current internet penetration rate is 76.1%, which gives advertisers a great opportunity to build user trust and loyalty as they begin their online journey.
Yandex SERP
Yandex, a search engine founded in Russia, currently holds 51.58% of market share, followed by Google at 44.91%.
Yandex’s algorithm highly favors ads with relevant keyword content and ad extensions. Moreover, recent changes Yandex applied to their algorithm allow advertisers to spend extra only on additional clicks advertisers gain from higher positions. For example, if the second placement provides 85 clicks and the first placement provides 100, then only a 15-click difference will weight at higher cost when calculating an average suggested bid for the keyword.
Source: Yandex.direct
Yandex will soon introduce new ad templates, which will be automatically updated for every SERP based on the user and relevancy of ad extensions that advertisers add.
In other words, make sure you prepare for the big change and select all available ad extensions, since when the time comes, the ad placements on SERP will change and depend significantly on added features.
Source: Yandex.direct
Analytics with Yandex
Yandex is continuously enhancing Yandex.Metrica—their analytics platform—where brands can build retargeting audiences and learn more about their consumer, including behavior patterns.
Heatmaps of the most visited web pages allow advertisers to gain more granular knowledge about the consumer path on their website, and to make improvements for better performance.
Back in 2017, Yandex launched a Russian intelligent personal assistant—Alice—and together with 53 different apps Yandex offers helps users with any type of request. With such a powerful store of data on user behaviors, Yandex is able to provide a better and more precise picture of the consumer, which leads to significantly enhanced retargeting capabilities, across search and display channels.
What does the future hold?
As consumers are now multi-screening and multitasking across various combinations of devices and platforms, Yandex sees this as a great opportunity to expand customer reach in new ways, like digital ads shown indoors and on billboards. Soon advertisers will be able to retarget their audiences outside on their way to work, when meeting friends, or just wandering around the city.
Learn more
If you have any questions on how to improve your Yandex campaigns, reach out to your Marin Customer Success team. We can jump on a three-way call with Yandex and review the accounts together. Or, if you’re new to Marin, feel free to get in touch.
