How to get success in Runet? Investing in Search Engine Marketing!
Many people say that search engines are the future company. If your company is not present in the ranking of search engine pages, you will probably have an important influence on profits, the sensitization and competitiveness. We are seeking business partners, suppliers and services in different ways and all languages worldwide. Those who are interested in the market in this Europe must take the necessary pieces of information on how to effectively reach up through the Internet by potential customers, such as Russia.
This Article A summary of how the Russian (the fastest growing population of Internet users worldwide, according to comScore World Metrix, January 2007) seeking information. It also explains the advantages of good exposure lists search engines search engines in Russia.
Search activity in the Russian Internet (also known as Runet) focuses on 4 major search engines. They are:
- Yandex.ru – with 48.4% market share;
- Google – 28.6%;
- Rambler.ru – 15.9%;
- Mail.ru – 4.7%;
Other players (Yahoo, MSN, contributions, Target Bot, Alta Vista and others), take the rest of the market, according SpyLOG February / March 2007 Statistics – http://gs.spylog.ru/r/?reportId=7&categoryId=1 .
Business is promoted in Russia
As a result of intensive development of Runet, SMEs not only spend money in local campaigns PPC, but also the two international firms of equal size and large multinational companies like General Motors, Nissan, Peugeot, Honda and Sony. For these companies, annual advertising budget between mln $ 1.5 million to 3.5 million, with 50% of which is devoted to advertising search engine Yandex.ru.
Search Engine Marketing in the top
Due to great interest among advertisers, 2006 Positions in search engines in the Russian Internet have increased 150% since 2005 and reached $ 110 million. Therefore, the search engine advertising has beaten banners (100 million U.S. dollars of expenditure) for the first time. This should be a very important signal to all the companies that promote themselves online, the SEM activity (a mixture of technology and words that can now reach over 90% of Internet users) is an optimal form of promotion (Lenta.ru – http://lenta.ru/news/2007/02/12/advert/).
Promoting optimal cost
The minimum price for a single click (CPC) Yandex.ru varies (depending on the industry) $ 0.50 ( "Tags") for $ 5.00 ( "Refrigerator"). In Begun.ru can pay $ 4.00 (case "terminal"), $ 5.70 ( "correction eye "), 5.90 $ (" The record companies ") and up to $ 6.20 for the" Company "closing. The highest prices (9.99 $) is paid for targeted campaigns that address very specific parameters, geolocation and time constraints. You can compare this with the price $ 1550 – $ 5000 from a single banner of struggle of the week at the gates of Russia (according http://www.context.1ps.ru).
Invest in the lists employees would be cheaper and probably more effective. When it comes to banners, one pays for impressions, not the interest of users From measured by clicks and shares in the advertiser's website. The opposite pattern of payment is allocated to sponsored links – You will pay only for users interested in products and services you click and visit.
Competition for advertisers
Higher prices Yandex.direct (http://www.direct.yandex.ru) are related to the business of B2B, where (transaction no matter whether it is selling a platform or Boeing) per year to a single click with the CPC to $ 48.00 value affordable. Outside B2B examples mentioned in the most competitive areas of interest include the sale of apartments in modern building, aircraft leasing, Forex services Exchange and the construction industry.
Yandex Why?
New search in Russia's largest … Yandex – Not very well organized late 90s, is the leading search engine in Runet. The company has focused on contextual advertising and revenue doubled year past and became an even stronger player in the market. Management believes that revenue in the year, "Search-based Advertising related should be close to $ 100 million. Currently, 25 million people use Yandex, with 5 million users every day. Instead, tens of thousands of businesses to carry out promotional activities through this search engine. The audience ever Yandex advertisers are increasingly interested in optimizing both the search engines (that well exposed in organic listings) and PPC Marketing (the payroll). It seems that making the right decision because the results come quickly because of the modern Yandex. Since 2005, she has two sets of advertising, similar to Google AdWords and AdSense (according to the official blog of Yandex – http://company.yandex.ru/blog/).
Economic holders better than print ads wanted
Glejzer Lew, director of advertising agency predicts AdWatsh expenses that search engine marketing in 2007 more than $ 200 million in total. All innovative companies believe the future to take seriously into account the paid listings – Dmitrij Wasiljew adds, director Link.ru. The flags are increasingly expensive and probably will be used exclusively by large companies, while the search engine marketing is affordable for SMEs.
"Key" keyword
Be completely successful need for clearly defined key words – that are relevant to the business profile of companies and are often used by people in consultations made in the search engines. Most search queries between December 2006 and February 2007 were: documents (procedures), funds desktop, horoscopes, postcards, weather, games, news, mp3, sayings, dates, mobile phones, recipes, friends, music, storytelling, jobs, cars, predictions, sex, eroticism, Moscow card, cat, Samsung D500, kamasutra, apartments, photos, Nokia, football, radio Russian lyrics, motorization, pornography, pregnancy, Aeroflot (according to statistics SpyLOG – Http: / / gs.spylog.ru / r /? Reported = 8 & categoryId = 1). Maybe this will be an inspiration to someone when planning a PPC campaign on, say, Yandex …
Who can see the advertising?
Most of them are the people of Russia – 44.4%, but the publicity may also be made to Americans (14.5%), Ukrainians (4.7%) and Germans (3.5%) not to mention others. Why is search engine marketing in Russia is an opportunity to reach people in different parts of the world. When we speak of cities in Russia, a leader Box – the capital (Moscow), with 44% and other cities like St. Petersburg (10.1%) or Jekaterynburg (2.6%), according to statistics SpyLOG (http://gs.spylog.ru/ MSW /? CategoryId = 1).
What are the advantages of search engine marketing?
Search engines are responsible for a significant proportion of traffic Web sites in Russia. This is the result exposure to sound in the organic listings and the list of paid work done by Russian companies. The examples below are some statistics traffic of several areas in the Runet in November 2006 (Statistics http://gs.spylog.ru/tcu/5/preView/274.html SpyLOG).
Finance
- Users per month: 1 200 000
- Traffic Share:
- 57% – direct visits
- 32% – search engines
- 11% – from other sources
- The more keyword phrases used in this area:
- funds, banks, mortgages, consumer loans, car loans, credit simulator, credit card
Computers
- Users per month: 1 801 000
- Traffic Share:
- 64% – direct visits
- 29% – search engines
- 7% – other sources
- The more keyword phrases used in this area:
- laptops, computers, controllers, PC sales, sales of laptops, laptop review, Asus, installment laptop, Dell Inspiron 1300 Dell Inspiron 6400
Mobile phones
- Users per month: 1 115 500
- Traffic Share:
- 47% – the Search Engines
- 46% – direct visits
- 7% – other sources
- The more keyword phrases used in this area:
- cell phones, cell phones, Nokia mobile catalog, Sony Ericsson, Nokia 8800 phone mobile online vendors, selling mobile phones, Nokia N72
Cars
- Users to Month: 1 923 000
- Traffic Share:
- 44% – search engines
- 38% – direct visits
- 18% – from other sources
- For more keywords used in this sector:
- Mazda, Ford, Nissan, Citroen, Honda, Mitsubishi, Suzuki, Renault, Ford Focus
Trip
- Monthly Users: 2 484 900
- Traffic Share:
- 58% – direct visits
- 33% – search engines
- 9% – from other sources
- Word phrases most used key in this sector:
- Turkey, hotels, hot travel in Turkey, Egypt, holidays in Turkey, holidays in Egypt Hotels in Egypt, New Year's travel, Greece, Tunisia, Crete.
Runet + SEM = SUCCESS
Spending money in search engine marketing Runet can create new opportunities, including in the field of electronic commerce. The activity of advertising on search engines Russia makes it possible for all companies based on international trade (both exporters and importers) to be present in this large market to make new contacts trade agreements and increase revenues. As usual, the first will be the winners – that's why we recommend taking into account SEM activity in Russia from May bring major benefits for the company for almost everyone.
About the Author
Author (LinkedIn profile) is the owner of Bluerank – Polish SEM agency specializing in search engine optimization and paid listings campaigns for worldwide customers concentrating on the activity in the Eastern Europe. All the Polish speaking readers are very welcome on the corporate SEM & SEO blog to share their comments and opinions.
