While Google is unquestionably the most widely used search engine in most nations, Russia brings significant competition to the virtual table in the race for market share. With almost two decades of expertise in the Russian market, it is unsurprising that Yandex would be the preferred choice for many Internet users in this country. However, according to the most recent figures, Google surpassed Yandex and now has a massive 54.89 percent of the Russian search engine market. So why should we invest in Yandex and Yandex Direct while Google (and indirectly Google Ads) is booming?
While the figures suggest that Google is the superior investment, we feel that your marketing plan would profit significantly from using Yandex. Why? Because while Yandex is no longer the number one search engine in Russia, it still commands a sizable portion of the search engine industry, indicating that this is not a wasted investment. However, let us include Google Ads and Yandex Direct side by side for a while and observe how they perform in comparison.
What Are the Distinctions Between Yandex and Google Advertising?
Yandex Advertising and Google Ads have particular distinctions and similarities as with most advertising systems. To begin, let us compare these two advertising networks. Both of these firms operate their search engines and collaborate with various other websites. While Google may collaborate with more websites, it is critical to recognize Yandex.Direct will also show in searches conducted by Mail.ru and Rambler, two other prominent search engines in Russia. This is an essential agent if you consider advertising in the Russian market.
However, what about advertisement formats? Google and Yandex both provide a limited number of ad types. Google's advertising types include text advertisements, dynamic search ads, call-only ads, product shopping ads, showcase shopping ads, and app promotion ads. In contrast, Yandex's advertising formats include text ads, picture ads, text and image ads, text, and video extension ads, and smart banners.
Of course, the two platforms' ad formats are not the only distinctions. On YAN (Yandex Advertising Network), the header length can range between 33 and 35 characters, depending on the device, but Google AdWords only allows for 30 characters. However, Google chose to step up its game, increasing the character restriction for two lines of description text from 35 to 90 characters while maintaining the YAN (Yandex Advertising Network) limit of 75 to 81 characters. Russian advertisements benefit from the abundance of characters since they are more adapted to the Russian language, recognized for its lengthier terms.
Yandex, in terms of competition.
Direct is excellent at targeting specialist audiences, which might result in quicker bid growth. Consequently, YAN's CPC (cost per click) may be greater than Google Ads. However, one of the excellent features of YAN is that your bids will automatically decrease for low-quality websites and raise for high-quality websites with a high CTR (click-through rate), ensuring that your bids are typically well spent.
Both systems use keywords and negative keywords, but they operate differently in choosing which advertisements to display when a user puts in a given phrase. While these two systems are similar in many respects, a few significant variances distinguish them.
What Is Yandex's Popularity?
The language is the primary aspect contributing to Yandex's popularity in Russia. How is this so? To be sure, the search engine was created exclusively for the Russian language. However, anyone familiar with Russian can attest to the language's unique syntax, structure, word, and phrase creation. Besides having a distinct alphabet (the Cyrillic script), Russian is also an inflected language, implying that grammatical connections are expressed primarily through affixes rather than a specific word sequence.
Russians created Yandex for Russians. Its creators included all of their language's peculiarities in the search engine, allowing internet users to receive better results in less time.
Another deciding reason is that Yandex is one of Russia's most prominent media destinations. In addition, it offers a diverse range of services such as email, calendars, maps, and cloud storage, making it a formidable rival to Google. Finally, Yandex is an essential Russian firm since the local Yandex brand has a unique impression in people's minds, and they trust the company more than other companies in the same field.
How Can You Combine Yandex Advertising Network with Google Ads?
While the benefits of utilizing Yandex in Russia are apparent, Yandex Direct should not be your primary advertising medium. Amazon Ads, Microsoft Ads, and, of course, Google Ads are more platforms that may assist you in increasing your conversions. In addition, you may bolster your marketing approach and annihilate your competitors by effectively utilizing two or more of these advertising channels concurrently.
However, managing a campaign on a single advertising platform is difficult enough, much alone two or more. Using a proprietary mathematical statistics program, some custom algorithms optimize your advertising campaign on Google, Amazon, Bing, Yahoo!, and Yandex. Utilize an advertising platform to maximize your campaigns' effectiveness and accomplish your company objectives, including revenue development, improved ROI (return on investment), cost control, or profit maximization.