low budget promotion on the russian-speaking internet
TRANSCRIPT
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OMCap 2015 - Online Marketing Konferenz
Low budget promotion on the Russian-speaking Internet
Tips on using SEO, PPC and Social Media instruments
1
Konstantin Kanin
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OMCap 2015 - Online Marketing Konferenz
Konstantin Kanin • Low budget promotion on the Russian-speaking Internet 2
• Since 2009 — specializes in Yandex SEO• Since 2013 — CEO in DaCompany.pl,
marketing agency that promotes European companies in Runet
• Author of the first Polish blog about Runet Marketing — Pozycjonowanie.ru
Konstantin Kanin
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OMCap 2015 - Online Marketing Konferenz
Konstantin Kanin • Low budget promotion on the Russian-speaking Internet 3
1. The Definition of Runet
2. SEO Tips
3. Cheap PPC Campaign with Yandex
4. Low budget marketing on Social Media
What You Will Learn
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OMCap 2015 - Online Marketing Konferenz
Konstantin Kanin • Low budget promotion on the Russian-speaking Internet 4
What is Runet?
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OMCap 2015 - Online Marketing Konferenz
Konstantin Kanin • Low budget promotion on the Russian-speaking Internet 5
Search Engines in Runet
Russia Ukraine Belarus Kazakhstan
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OMCap 2015 - Online Marketing Konferenz
Konstantin Kanin • Low budget promotion on the Russian-speaking Internet 6
Add Your Site to Yandex.Webmaster
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OMCap 2015 - Online Marketing Konferenz
Konstantin Kanin • Low budget promotion on the Russian-speaking Internet 7
Choose Your Site Region
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OMCap 2015 - Online Marketing Konferenz
Konstantin Kanin • Low budget promotion on the Russian-speaking Internet 8
Use Local Subdomains for Multiregional SEO
We’ve divided one .RU domain into 15 regional subdomains in September
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OMCap 2015 - Online Marketing Konferenz
Konstantin Kanin • Low budget promotion on the Russian-speaking Internet 9
Stop Link Buying, Start to Improve Your Website
• Make a good translation• Diversify your links• Pay attention to the commercial factors• Check your competitors’ functionality• Improve your UX
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OMCap 2015 - Online Marketing Konferenz
Konstantin Kanin • Low budget promotion on the Russian-speaking Internet 10
Add Your Site to Yandex.Metrica
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OMCap 2015 - Online Marketing Konferenz
Konstantin Kanin • Low budget promotion on the Russian-speaking Internet 11
Start a Yandex.Direct Campaign
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OMCap 2015 - Online Marketing Konferenz
Konstantin Kanin • Low budget promotion on the Russian-speaking Internet 12
Increase Your Ads CTR
• Favicon• 4 Sitelinks• Telephone Number• Working Hours• Metro Station (for Moscow, St. Petersburg, Kiev)• Link to Your Company’s vCard
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OMCap 2015 - Online Marketing Konferenz
Konstantin Kanin • Low budget promotion on the Russian-speaking Internet 13
vCard — Your Company’s Business Card on Yandex
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OMCap 2015 - Online Marketing Konferenz
Konstantin Kanin • Low budget promotion on the Russian-speaking Internet 14
Use Yandex Advertising Network
• Image + Text• Sitelinks• Link to Your Company’s vCard• Remarketing Conditions• Automated Behavioral Targeting
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OMCap 2015 - Online Marketing Konferenz
Konstantin Kanin • Low budget promotion on the Russian-speaking Internet 15
Divide Your Campaigns Into Regions
Moscow Campaign
Your Yandex.Direct Account
St. Petersburg Campaign
Rest of the country Campaign
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OMCap 2015 - Online Marketing Konferenz
Konstantin Kanin • Low budget promotion on the Russian-speaking Internet 16
Check Your Competitors’ Keywords and Ads
• SpyWords.ru (only RU version)• AdvSE.ru (only RU version)• Prodvigator.ru (Eng version)• SemRush.com (Eng version, but only Google
stats)
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OMCap 2015 - Online Marketing Konferenz
Konstantin Kanin • Low budget promotion on the Russian-speaking Internet 17
Use Local Social Media
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OMCap 2015 - Online Marketing Konferenz
Konstantin Kanin • Low budget promotion on the Russian-speaking Internet 18
Buy Posts In Fanpages That Your Customers Like
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OMCap 2015 - Online Marketing Konferenz
Konstantin Kanin • Low budget promotion on the Russian-speaking Internet 19
Summary:
Runet is not only Russia Add your site to Yandex services Use all Yandex.Direct ad options Check your competitors Use local Social Media