Views: 0 Author: Site Editor Publish Time: 2021-12-07 Origin: Site
As a foreign trade person, if you want to enter the Russian market, if you don’t know Yandex, you are out. Why is Yandex so important for overseas companies to enter the Eastern European market? Let’s take a look at a set of data: Eastern Europe'First'Search portal, Sino-Russian trade volume exceeds69B$, in Russia, more than every day15 million peopleUsing the Yandex search service, there are more than50000Companies sell their products through Yandex. Yandex has more than a dozen Russian-speaking countries such as Russia, Belarus, Ukraine, and Kazakhstan.80%above netizens. The above data reminds foreign trade companies all the time that if they want to expand the Russian market, it is imperative to carry out Yandex promotion services!So let’s take a closer look at the advantages of Yandex! ① The largest online advertising company in Russian-speaking countries. These visitors come from Russia, Belarus, Ukraine and many other countries. Yandex is the largest Internet company in more than a dozen Russian-speaking countries and the largest Russian-language website in the world. You must know that in addition to the United States, China, South Korea and the Czech Republic, which have localized search engines, Russia also has a national search engine because of Yandex. It is one of the countries with world-class Internet technology and leading advertising positioning technology, which can help advertisers accurately target potential target customers, increase inquiry volume, and thus bring more orders! ② Yandex search bidding advertising, its charging model is also based on clicks, and there is no charge for display. Advertisers are free to independently manage Yandex ads, such as budget, cost per click, delivery country, region, city and time period, etc.; through the above series of operations, ensure that the advertisement can accurately cover effective users in specific regions and time periods. The most important thing is that Yandex’s anti-evil point function is also very powerful! ① Sino-Russian trade is developing rapidly under the 'One Belt, One Road' policy Driven by the country's 'One Belt, One Road' policy, China has now become Russia's largest trading partner. The top five industries exporting Chinese products to Russia are also concentrated in the manufacturing industry, including machinery and equipment, metals and their manufactured products, textiles, and industrial products. , chemicals, etc., the increase in market demand has also promotedThe rapid development of Sino-Russian trade. Judging from the classification of Chinese products imported to Russia in 2019, machinery and equipment accounted for 49.5%, followed by metals and their manufactured products at 8%, and textiles at 7.3%., so there is a huge potential market in Russia for Chinese B2B machinery manufacturing companies. ② China-Russia bilateral trade volume reaches new high In recent years, trade exchanges between China and Russia have intensified, and the scale of cooperation has gradually expanded. As of 2019, the trade volume between China and Russia has reached US$110.76 billion, of which imports have reached US$61.05 billion, and exports have been approximately US$49.7 billion, a year-on-year increase of 3.4%. . As an advertiser in the machinery manufacturing industry, I understand the huge market in Yandex, but how to occupy a place here?In fact, customers who have placed Yandex ads must know that Yandex account settings are closely related to their advertising effects. Our advertising goal is definitely to obtain high quantity and high quality inquiries, so setting up accounts in the early stage is key!For the machinery manufacturing industry, only the following needs to be doneThree steps: campaign, ad group and slogan; That’s it, quickly improve the advertising effect and get inquiries from Yandex potential customers, then let’s take a look! When we build Yandex’s first search ad, we need to make the following preparations in advance:The Russian website speed is <3s, product keywords are clearly placed, the country is clearly placed, and high-quality advertising slogans are used! ① It is key for Yandex to place Russian URLs For advertising in the Russian-speaking area, English URLs are also acceptable, but the effect will be greatly reduced. After all, Yandex is a localized search engine in Eastern Europe, and users prefer Russian search habits, so it is recommended that the website must have a Russian site! ② Clearly place keywords Step1: Clearly define what product is being launched? For the machinery manufacturing industry, not all of our products must be placed in the account during the entire launch process, unless your budget is large enough, this situation is ignored; we need to invest the limited budget in high-conversion and high-traffic products in order to obtain high-traffic and high-quality inquiries. Take wire mesh machinery as an example. There are many types of products, such as welding machines, wire drawing machines, chain link fence machines, etc. Therefore, we generally recommend launching different numbers of products according to the budget: Step2: Clarify local user habits corresponding to product hot words and industry words We all understand the truth, but how to find keywords that match the search habits of local people? Here are two methods recommended to everyone:Yandex homepage word expansion, Keywordset word expansion。 Yandex homepage expansion words:That is, displayed directly on the Yandex search results page based on search terms!The specific operation process is:On the Yandex.Direct homepage, enter the words you want to search for.For example, if you are searching for Mining truck, the search box will recommend buy Mining truck, Mining truck price, etc. These words are hot search terms among netizens, and we can directly pick them up and use them. Keywordset extension:This is yandex's free word expansion tool, and you can easily see the estimated traffic of this keyword. For example, we can search based on the name, model, and material of the product, and view the monthly data predictions of related keywords. Remark:In the process of word expansion, we can also add keywords that we don’t want to control to the account as negative words at the same time. Step3：Detailed classification of keywords For the keywords we are currently expanding, we need to split and group them again.Ensure that keywords of the same type are in the same ad group, and the number of keywords is controlled at around 50. The purpose of this is to ensure that the advertising slogans are elaborated on similar keywords. ③ Clearly identify the countries where the product will be released Yandex's investment countries are mainly targeted at countries in the Russian-speaking area. It is generally recommended that Russia is a must-invest country. You can freely select other expansion countries in the settings and save it after completion. ④ High-quality advertising slogans At present, search ads are mainly graphic ads, and the content mainly includes:2 titles and 1 slogan; the title mainly wants to show customers the advantages of our products or services, and must match the keywords in this group. When netizens search for keywords that match the keywords in the account, these words will appear in the advertisement. Bold display in the slogan makes the slogan more relevant, thereby increasing the click-through rate. Tips:We can also use advertising templates to automatically add keywords to advertising content to improve relevance. Notice:Display situation of advertising slogans: Two headlines cannot be displayed at the same time at any time. When only one is displayed, it is recommended that the content of the two headlines be complementary., so that even if there is only one display, the entire advertising slogan is complete. We recommend that it be best to use a promotional statement or a brief description of the advantages.Such as: 'Get Qoute!', 'Free Delivery', 'Contact Us', etc., and check the ad preview effect at any time! Campaign settings: ① Set time-targeted bidding At present, Yandex delivery time is based on Moscow time. When we deliver to different countries, we can adjust the bid based on the performance data of the country, that is, time-oriented bidding!Note: Only applicable to 'Optimize Manual Bidding Strategy'! Example:Kazakhstan has a lot of inquiries, mainly between 10-11 am and 3-5 pm. Then we can set separate bids in the time-directed bidding and add 10-11 am and 3 pm -The bid of 5 points is increased by 50% to increase impressions and clicks for different time periods, thus bringing in more inquiries! The specific operations are as follows:[Advertising Activity Limits] - [Bid Management] - Turn on - Drag the wheel or click the percentage on the right to adjust the bid ② Campaign settings: Geo-targeting extension Regarding the 'geographic targeting extension' function in Yandex, I saw that many self-operated advertisers do not use it very widely. After consulting, it turns out that there is a misunderstanding about this function. If you simply understand it literally, you may wonder whether The system will display my ads in countries outside the delivery area, causing unwarranted clicks and consumption. In fact, this function is: users who are positioned by us or users who are interested in our product can see the advertisement. It can be said to be an advanced expansion of the matching method! Example:If the keyword set in our account is 'welding machine' and the country setting is 'Russia', then only the following users can see our ads: 1. People located in the Russian region. 2. Users who are located in other regions but search for 'Russian welding machine' can also see our advertisements. 3. When someone searches for 'American welding machine', our ads will not be triggered. It can be seen that this function not only does not cause unnecessary consumption, but also helps us better capture potential customer groups, thereby increasing account display volume and click volume. Click volume is based on exposure, so the data Accumulation cannot be ignored. ③Advertising campaign settings: electronic business card Also in the [Advanced Settings] of the campaign, we can find the setting [Electronic Business Card].The function of [Electronic Business Card] is: when we add an electronic business card, customers can find it on Yandex.Maps, which can enhance the credibility of the company and increase users' favorability.According to statistics, adding electronic business cards before and after can help increase the audience of advertisements by 12%. It is very important to improve the information of [electronic business cards]. For advertisers in the machinery manufacturing industry, it is recommended that: The information on [electronic business cards] that needs to be improved mainly includes: company name, contact information, address, website, etc. It is necessary to ensure that valid information is filled in so that users can find us directly. Ad group settings: ① Automatic positioning It is first recommended to turn this feature off.Why do you say that?Because this feature will expand the audience of Display Network users, such as serving ads based on relevant search queries and user interests in the ad network.Only by closing this button can we obtain many high-quality and high-intent users based on our positioning conditions!The specific operation is as follows: campaign--ad group--automatic targeting--off ②Device settings The current delivery will include PC-side ads and mobile-side ads, and then the delivery ratio will be set for different devices.Specific operations can be performed within the ad group: Ad group-Settings-Bid adjustment-Device-Select [+New adjustment]---Select desktop or smartphone---Adjust the bid ratio (maximum 1200%, minimum 100%) . Example:If we only want to advertise on the PC side, we can reduce the bid ratio for all smartphones by 100%; of course, if we want to partially advertise on the mobile side, we can also directly reduce 'all smartphones' by 30% or more Advertising slogan settings ① Detailed description of advertising slogan-annotation We all know that advertising slogans include 2 titles, 1 ad text, and additional titles; however, few people know the importance of annotations. According to statistics, before and after adding annotations, the click-through rate can be increased by more than 5.2%. There is no requirement for the number of annotations to be added. The specific operations are as follows:Mark characters <25. After adding, you need to select from the list. You can select up to 4 characters, and the character length cannot be <66. Therefore, it is recommended that the slogan be brief and highlight the advantages and selling points of the company's products. Select and add good annotations, and the final annotations will be displayed in the advertisement to increase the content of the advertising slogan and increase the proportion of Yandex advertising space! ② Advertising slogan settings: additional links Sitelinks are an additional form of advertising. They appear in the form of hyperlinks below the slogan. A landing page can be added specifically for each description. The display format is more attractive. Here we recommend: A. You can place product words - welding machine, wire drawing machine, chain link fence machine, etc., add a selling point to each product, and finally place the corresponding landing page behind each product. B. Or you can add promotional words: contact us, high-quality products, Chinese manufacturers, etc. Notice:We are free to choose whether to describe the title. If we do not want to add a description, just turn off 'Add descriptions' ③ The last account construction test form is given to everyone. Advertisers can test it based on the actual construction situation in the account. After we place advertisements, how to achieve better inquiry results requires data analysis!Now I will recommend to you a Yandex own analysis tool - Yandex Report Master. ① What is Report Master Report Master is a data statistics tool from which we can view the overall delivery data report of the account to perform data analysis on keywords and advertising slogans within the campaign.Report Master location: Campaign page---Statistics or My Campaigns--Statistics for all campaigns. Notice:This report can only be used for the account that generated the data. If the account does not display ads, the report data cannot be downloaded. ② How to use Report Master The data you can currently view is divided into three parts:Overall data summary, within-campaign data, search terms;The specific viewing method is as follows: Enter account statistics—statistics of all activities—select the data content you want to view—select a time (the end time must be earlier than the start time) Remark:The report can only display data for the past three years starting from the current month, mainly including consumption, number of clicks, number of impressions, click-through rate, number of conversions, cost per click, etc. Overall data summary:You can view the consumption data of the entire account. In-campaign data:You can freely select keywords, geographical location and other consumption data under the campaign. Search term data:You can see the search terms of netizens and the corresponding keyword consumption data in the account. Thus we can get the following data: ③ Set up charts in the report When we download the report, we can freely choose the form of the report. If we want a report in chart form, click the 'Show Graphics' button; we can choose a line chart or a histogram.The form is as follows: To summarize, if you want your account to achieve good results, early preparation and account settings are very important. At the same time, data analysis and summary during the delivery process are also essential. Therefore, we must make full use of the above account settings, so as to help the account The delivery effect is improved and the target is achieved, thus taking a better advantage in the advertising competition. Okay, the above is a summary of the Yandex account placement skills I shared. I hope to help more B2B companies enter the Eastern European market and get more inquiries and orders!1. What are the advantages of Yandex going overseas?
1. The importance of Yandex’s global status for companies to enter Eastern Europe
2. Sino-Russian trade policies have a huge role in promoting Yandex’s overseas promotion
2. Core skills of Yandex advertising: 'three steps'
1. Be careful when setting up an account - Search Advertising
2. Optimize careful account establishment precautions
3. Improve the effect and make good use of the report master
