Views: 0 Author: Site Editor Publish Time: 2021-12-04 Origin: Site
Yandex is the most used, popular, and professional search engine in Russia. It is similar to Baidu in China and is the most popular search engine in Eastern Europe.Yandex involves all walks of life. Compared with other search engines, Yandex is better and has a detailed catalog. It is also the favorite and most frequently used by Russian businessmen.However, you will generally encounter some problems when using it, such as low order volume, high website bounce rate, customers not leaving contact information, and a series of other problems, which are very headaches. Let me share with you how to use Yandex for advertising and promotion to help Solve the confusion everyone! 1. Yandex features and advantages In Russia, 89% of users use Yandex services, and search engine services alone account for 58% of the market share, surpassing Google by 34%.There are 80 million users in Russia using the Internet, 40 million of whom shop online.Cross-border e-commerce accounts for 28% of Russia’s total e-commerce, half of which is conducted with China.The advantage of China's cross-border e-commerce in Russia is that Russian customers like to use cross-border e-commerce for shopping because they pay attention to prices and can buy discounted products through the platform, so Chinese products have an advantage.Although Chinese cross-border e-commerce has advantages in the Russian market, there are differences in localization and language. This requires Chinese cross-border e-commerce to seek a service provider with support and influence in Russia when entering the Russian market - Yandex .Yandex has advantages in the Russian e-commerce industry in terms of language, search engine usage, localization, etc., and it also provides supporting services. 2. Introduction to Yandex free tools 1. Search analysis tool (https://wordstat.yandex,com) Some foreign trade personnel may be exporting to Russia for the first time, or they may not know in which region the product is more popular, or in which times of the year it is more popular, so yandex has prepared a free tool for everyone, which is https:/ /wordstat.yandex.com, in this website, you only need to translate your products into Russian to query, and there are two query methods: 1) Time search In this website, you translate your product into Russian and query it. Taking 'machine tool' as an example, you can see through the analysis tool that from 2019 to February 2020, the search volume for the entire year By comparing the top and bottom, you can also see the search data for machine tools more intuitively. For example, there is a peak in February every year, and then there is another peak in October. We can make a very preliminary and extensive market based on this data. According to the survey, February and October are the peak search periods in Russia every year, but May and June are not the peak periods.And based on this data, we can determine the bid level of advertising keywords. For example, during the peak search periods in February and October, we can increase advertising promotion and raise the bids so that more people can see my ads. , by May and June, the advertising budget can be lowered, because this time may not be the peak period, this is done based on time, and this backend is free, I recommend that you log in and give it a try. 2) Regional search The above mentioned is based on time, so you can also choose to classify by region, and then by country by time. We can choose to use a map to display, the system will display the data on all search terminals, and then based on the search of machine tools, you can Move the mouse over the relevant countries, and you can see the search volume here. It is a very vivid and intuitive display of data, and if you don’t know much about our market, we can definitely use this tool. , and then do some preliminary market research. 2. Data analysis tool Yandex Metrica solves a series of problems Next, how to collect these very valuable data? Here we recommend an analysis tool that also has network data - Yandex Metrica. This is a free tool. We strongly recommend that if you are doing your own website promotion If so, you can install Metrica, which is to put a string of code into the source code of our website, and then it can track the behavior of all users who come to your website, the user's click-through rate, etc., and these Data can be tracked using Metrica. 1) Does the website have a high bounce rate?Low order volume?No contact information? And it can also help us solve many problems in the later period, such as high bounce rate of the website, low order volume, no contact information, etc. If we install Metrica and then set up goal tracking in it, all You can collect all this data to understand the source of the problem, whether the button is not set well, or the inquiry form is too complicated. The data collected through Metrica can be analyzed very thoroughly, and then Make the next correction. 2) Why are there clicks and accurate search terms but no comments? Generally we will encounter this problem, that is, there is a certain amount of clicks, and the visitors' search terms are very precise, but there is not a single message.This kind of problem is also relatively common. If there are clicks, it proves that your advertisement has been launched.Then the audience also saw that after the user clicked in, if there was no message, we first have to judge whether it is because the website design is not so conspicuous?Are the messages or the message board area of the email or phone not in an obvious place?If so, we need to go through further data analysis. At that time, we can use Metrica to analyze what the problem is. It can record various click data based on user behavior, and set up target tracking to collect data for analysis. User behavior path, optimization, and screen recording operations of users visiting the website can also be recorded to identify problems and guide website optimization. 3. Introduction to advertising products 1. Online alliance advertising How to make our products more vivid so that more potential customers can see our products?At this time, we can use the traffic of the network alliance to do our advertising promotion.Moreover, there are many forms of traffic advertisements in online alliances. Here we mainly talk about the form of pictures + text: For example, for advertisements with pictures and text, you can completely photograph your own products, select a few pictures that are more beautiful and vivid, and then add The copywriting for advertisements can include product introductions or discount information. Then when customers go to news websites to browse news, they will also see the promotion of advertisements, which will give them a preliminary understanding of the products and attract more customers. Potential customers see the company's products. 2. Yandex.Direct video advertising Video ads are 15-second videos created based on your own videos or video libraries.As a stand-alone sales tool, video advertising offers any Yandex.Direct advertiser the opportunity to improve quality and reach their target audience.As part of the ad mix, the display of video ads reduces the advertiser's overall CPA and effectively directs supplemental traffic.For ad testing, you can create a separate title for your video ad. 3. Yandex search results advertising People search for a variety of products and services in Yandex.In order to respond to the user's needs, search keyword ads are triggered according to the user's search query and fully match the user's interests. The ads are displayed in Yandex search and the search platforms of the Yandex Network - on PCs and mobile devices, on all advertising column and any advertising position within it. 4. Display ads Homepage display advertising is a pay-per-thousand-impressions bidding product in Yandex.Direct.You can set time and geographic targeting for this ad, and choose to run the ad on the desktop or mobile version of your homepage.With Yandex.Direct’s expanded geo-targeting capabilities, advertisers can precisely purchase ad impressions in specific cities.Secondly, you can use the ad display strategy to flexibly manage the purchase of Yandex homepage display ads according to your needs. High visibility standards: Display advertising is more than just a visual feast.There is also a strong technical foundation behind it, which can virtually maintain the coverage of the target audience and ensure that only the actual impressions are paid.In addition to this, displaying ads to specific groups of users with the help of various targeting criteria – almost every parameter plays an important role in a successful promotion.Effectively promote your app to Yandex mobile users. 5. Smart Banner Dynamic Display Ads, interactive smart banner ads with dynamic content can now be placed not only in the Yandex Network, but also in Yandex Search – start testing new ad placements.People searching for your products will see this ad.No matter what you sell, such as furniture or children's toys, it's always beneficial to recommend things that interest potential customers.Smart banners will automatically generate such recommendations for potential customers based on feed files.Smart Banners serve as an effective tool for remarketing and sales promotion within the Yandex network, and many advertisers have already had the opportunity to take full advantage of this tool. Mobile App Advertising Mobile App Advertising only displays ads on smartphones and tablets based on Android and ISO operating systems; New advertising elements: 'Download' button and supplementary elements (application icon, price, ranking, points).Elements are automatically loaded into ads from the app store, and the system updates data every 24 hours; New targeting: 'Device type' (smartphones, tablets, all devices) and 'Connection type' (mobile connection + WiFi or WiFi); adjust bids to completely block ads to certain audiences (e.g. :Female user). 4. It is recommended that enterprises set up and add accelerated web pages in the Yandex advertising backend. When setting up ads, we have the option to build a very simple accelerated web page, which is very fast.First of all, it loads in one second, and it is very easy to build a website. It can be built in just 15 minutes.As long as there is this picture and our main information, for example, if it is an inquiry, we can set the inquiry form according to the screen of this mobile phone.Then we can use our digital data search software to search the entire data, make inquiries, and perform other search operations.The whole service is very simple. If you are interested, you can first check the mobile phone opening speed of your website and how the user experience is. If it is not good, you can consider accelerating the web page. We can also check the help page. Related operations. The function of accelerating web pages is not only suitable for the slow loading speed of mobile phones. Sometimes, for example, we also have some larger e-commerce platforms, which may regularly conduct promotion activities, such as For promotion activities, maybe the price, and then the pictures have been greatly modified.It would be a bit troublesome if we changed our entire web page.Because the discounted item may be gone after only two or three days of use, at this time we can also make an accelerated web page, promote it on our discount page, and then users can click in to complete the inquiry or purchase.Very simple and very fast.So you can consider setting up an accelerated web page. 5. Case sharing - establishing retargeting ads, integrating online data, and promoting secondary sales If you have Metrica installed on your website, you can enter the new area and click to take a look.Let’s take a look at the users who have not placed orders or made inquiries. Could it be that there is a problem with their own website settings, or there is some problem on which page? Why did they not enter the place we want them to go? That step?So this is a very useful function. Using Metrica for website analysis can help us better solve these problems. For example, a user website selling sofas is very beautiful and has everything on it.But the inquiry part never reaches the last step. Users just can’t click it, so they don’t click the button to send inquiry. Later, through data analysis such as Metrica video, we found that most of the customers were actually filling in the form. Because filling in the information was too complicated, many users simply gave up. After we found out through video tracking, we modified the website inquiry form, and the company's inquiry number will come up immediately. After installing Metrica's data analysis, we can collect data that is very useful to us, such as online and offline data, to facilitate secondary targeting in the future.Let’s take the case of manicure as an example. For example, if a manicure store owner has an offline store and all customers enter his manicure store to get manicures, he will ask them to leave their phone numbers, email addresses, etc. .This is data collected offline. Then this nail salon collected the offline data and uploaded it to Metrica, because consumers repeatedly need this kind of service. Then after a period of time, in order to regain these customers, He will do a secondary marketing for these emails, mobile phones, phone numbers, and mobile phone numbers. This is what we call redirection. 6. Tips for placing Yandex 1. Keywords In the entire Yandex marketing promotion process, keyword selection is the top priority.Before we choose keywords, we can first experience the powerful experience of the Yandex search engine, search for the core keywords of the industry in the search box, and analyze the product layout and keywords of the top 20 competitors.After all, since they have an advantage in natural rankings, there must be something we can learn from. If we find the advantage, we can make our own keyword layout for Yandex marketing promotion. 2. Yandex marketing promotion slogan When making slogans for Yandex marketing and promotion, it is necessary to highlight the advantages of the company's brand products in the slogans. The advertisements not only need to impress people, but also need to have product advantages that can solve user needs. Only in this way can users interact with the advertisements. Click to learn, follow or inquire about transactions.
