While Google is undeniably the most used search engine in the vast majority of countries, Russia is bringing to the virtual table some serious competition for the market share.
With over 20 years of experience in the Russian marketplace, it is natural to see that Yandex would be the popular choice for many Internet users from this particular location. But by observing the latest statistics, we can see that Google overtook Yandex by reaching a whopping 54.89% in the Russian search engine market share. So with Google (and implicitly Google Ads) on the rise, why should we invest in Yandex and Yandex.Direct?
Even though the numbers tell us that Google might be a better investment, we believe that your marketing strategy would benefit greatly off of Yandex. Why? Because although Yandex is no longer the number one Russian search engine, it still holds a pretty large share on the search engine market, so it definitely is not a lost investment. But let’s put Google Ads and Yandex.Direct side by side for a quick moment and see how they perform against each other.
What Are The Differences between Yandex Advertising and Google Ads?
As with most advertising platforms, there are differences and similarities between Yandex Advertising and Google Ads. Let’s start by comparing these two advertising networks. Both of these companies have their private search engines, and they partner with other various websites. Even though Google might partner with more websites, it is important to note that ads from Yandex.Direct will also appear in the searches performed by Mail.ru and Rambler, which are also widely popular in Russia. This is an important and decisive agent if you are considering advertising specifically in the Russian market.
But what about ad formats? Google presents a handful of ad formats, and so does Yandex. The ad formats that Google features are text ads, dynamic search ads, call-only ads, product shopping ads, showcase shopping ads, and app promotion ads and the ad formats that Yandex presents are text ads, image ads, text and image ads, text and video extension ads, and smart banners.
Of course, the type of ad formats that the two platforms present are not the only differences. The header length on YAN (Yandex Advertising Network) can have 33 to 35 characters, depending on the device, while Google AdWords only has 30 characters. But Google decided to step up its game, and instead of the usual 35 characters per line for two lines of description text, it changed to 90 characters, while the text ads length YAN remained limited to 75 to 81 characters. The multitude of characters facilitates Russian ads, being better suited for the Russian language, which is known to have longer words.
Competition wise, Yandex.Direct is great at targeting niche audiences, which can make bids grow faster, and as a result, the CPC (cost-per-click) for YAN might be higher than the one on Google Ads. But one of the great things about YAN is that your bids will automatically reduce for lower quality websites, and they will increase for websites with a high CTR (click-through rate), which means that your bids will generally be well-spent.
Both platforms use keywords and negative keywords, but they have different ways to select the ads they will show once a user types in a specific keyword. These two platforms are similar in many ways, but there are still a few major differences setting them apart.
What Makes Yandex Popular?
The most significant factor that makes Yandex popular in Russia is the language. How so? Well, the search engine was specifically designed with the Russian language in mind. Whoever is familiar with Russian can attest to the fact that the language has its own particularities when it comes to grammar, structure, and word and sentence formation. Besides possessing a different alphabet altogether (the Cyrillic alphabet), Russian also is an inflected language, which means that the grammatical relations are mostly conveyed by using affixes, and not a specific word order.
Created by Russians, for Russians, Yandex’s inventors made sure to include all of their language’s particularities in the search engine, making it possible for internet users to get better results in shorter periods.
Another decisive factor is that Yandex is one of Russia’s biggest media destinations, presenting a large variety of services, such as emails, calendars, maps, storage platforms, and many more, which makes it a strong competitor against Google. And lastly, the fact that Yandex is a Russian company also plays a pivotal factor because generally speaking, the local Yandex brand has a different perception within people’s minds, and they trust the company more compared with other companies within the same space.
How Can You Use Both?
While the benefits of using Yandex in Russia are undeniable if you want a great reach for your products or services, Yandex.Direct shouldn’t be the only advertising platform that you invest in. Other platforms that could help you maximize your conversions are Amazon Advertising, Microsoft Ads, and of course, Google Ads. By efficiently using two or more of these advertising platforms at the same time, you can boost your marketing strategy and sweep the competition away.
But managing your campaign on just one advertising platform is hard, let alone on two or more. Luckily, Adspert has the solution for you. By utilizing a proprietary mathematical statistics software, the Adspert algorithm will optimize your advertising campaign on Google, Amazon, Bing, Yahoo! and Yandex. Use Adspert to make the most out of your campaigns and to achieve your business goals, be they turnover growth, better ROI (return-on-investment), cost management, or profit maximization.