Don’t you know Yandex yet?
Yandex is the most widely used search engine in Russia and is therefore vitally important for search engine marketing.
Yandex has sustained its market share of approx. 57% (2016) for several years. Google follows on the solid second position with its nearly 35% market share. However, this search engine doesn’t perform strongly enough to achieve substantial outreach. Thus, Russia belongs to the countries where a domestic search engine dominates.
Advertisers in Russia display their advertising on Yandex and additionally on Google. However, one can reach more users with Yandex, above all through cross-media distribution: Yandex will be set as the main search engine in browsers and there are hardly any mobile users who don’t use any of the Yandex apps such as Maps, Email, Weather, Metro information.
Search Engine Marketing on Yandex (SEM, SMA)
Search engine marketing basically means advertisements in search results and if desired in advertising networks of search engines. There are several terms for search engine marketing, the most widely spread of which are such English terms as search engine advertising (SEA), search engine marketing (SEM) and paid search ads.
Search engine advertising on Yandex is similar to its western equivalent Google. Yandex advertisements are paid per click according to the auction principle (cost per click oder pay per click = CPC , PPC). It means that the cost per click changes constantly and depends on the density of competition for respective keywords and on the click rate of the advertisement. Click rate or conversion rate shows mostly how successful the advertisement is or the relation of eye contacts to clicks.
Yandex is very popular as an advertising platform, costs per click are therefore a bit higher than on Google. However, one should take into consideration that the conversion rate is mostly higher on Yandex than on Google. The CPCs vary considerably and total 0,01€ – 3,50€ for products and services for which we have displayed advertisements on Yandex so far. One can reduce these costs with sufficient know-how and application of certain strategies.