Online adverteren op zijn Russisch | Yandex advertising

Bij SEA denken we in Europa meteen aan Google. Meer dan 97% van de gebruikers in België gebruikt dan ook ’s werelds grootste zoekmachine. In andere regio’s heeft Google echter sterke concurrentie. In Amerika heeft naast Google ook Bing een behoorlijk marktaandeel, in China is Baidu heer en meester en in Rusland moet je op Yandex zijn. En als adverteerder volg je natuurlijk je doelgroep!

Yandex advertising

Yandex Direct = Google AdWords?

Op het eerste zicht dachten we dat Yandex Direct, het advertentieplatform van Yandex, een rechtstreekse kloon zou zijn van Google AdWords of dat hoopten we althans. De advertenties zien er in ieder geval gelijkaardig uit bijvoorbeeld de plaatsing ervan gebeurt ook boven en rechts van de zoekresultaten. Er zijn echter ook enorme verschillen.

Yandex advertising

Als we kijken naar opties binnen Yandex zien we dat de netwerken gelijkaardig zijn aan de Google Partners en het Google content netwerk. Zo heb je ook Yandex Mail, images en tal van andere varianten waar je adjes getoond kunnen worden. Indien je dit niet wenst moet je dit in de campaign settings uitsluiten!

Yandex direct advertising

Toch zijn er grote verschillen als je advertenties aanmaakt in Yandex Direct. Maak je geen zorgen we bedoelen hier niet de taal mee, Yandex Direct is naast Russisch ook beschikbaar in het Engels. Wat wel anders is is de opdeling van een campagne. Dit doe je niet in ad groups, maar in advertenties. Per advertentie kan je zoekwoorden en negatieven toevoegen.

Deze vorm van werken heeft zo zijn voor-en nadelen. Op vlak van overzichtelijkheid vind ik het persoonlijk minder aangenaam dan AdWords. Aan de andere kant is het handiger om nog specifiekere advertenties te maken voor je zoektermen, wat dan weer goed is voor de advertentie relevantie. De interface toont de zoekwoorden vlak naast de advertentie, waardoor je nog eens extra met je neus op de feiten wordt gedrukt!

Zoekwoorden toevoegen op Yandex Direct

Een ander belangrijk verschil is de wijze waarop je zoekwoordopties toevoegt. Het systeem is net een beetje anders dan AdWords. Voor exact plaats je geen haakjes in Yandex Direct, je moet aanhalingstekens gebruiken. Let wel op als je enkel voor een meervoud van een woord wilt adverteren moet je er een uitroepingsteken voorzetten. “smartphones kopen” zal ook “smartphone kopen” triggeren tenzij je het schrijft als “!smartphones kopen”.

De standaard optie voor zoekwoorden, zonder aanhalingstekens dus, in Yandex Direct lijkt erg op de broad modifier (+ in AdWords). Als je adverteert op smartphone kopen kunnen advertenties getoond worden voor “Samsung smartphone kopen” of “smartphone van Samsung kopen” maar ook “smartphones kopen” of “smartphones verkopen”. Als je een woord letterlijk wilt behouden kan je er een + voor zetten. +smartphone +kopen zou dus geen advertenties tonen bij “smartphones verkopen”, maar wel “smartphone van Samsung kopen”.

Negatieven toevoegen

Als je werkt met een phrase, dus zonder aanhalingstekens, dan zal je advertentie dus ook getoond worden voor combinaties met andere termen. Indien deze niet relevant zijn voor je advertentie kan je negatieven toevoegen. Dit kan op drie niveaus: campagne niveau, advertentie niveau en zoekwoord niveau!

Vooral het laatste is erg nuttig dankzij de voorstellen die Yandex zelf doet. Als je op een zoekwoord klikt, toont het welke combinaties vaak voorkomen en hoeveel vertoningen je zal missen door ze uit te sluiten. Indien je liever niet adverteert voor een van deze combinaties kan je ze met één klik als negatief voor het zoekwoord toevoegen. Zo kan je Samsung uitsluiten voor +smartphone +kopen, maar wel behouden voor Samsung Galaxy s3 kopen binnen dezelde advertentie.

Altijd een advertentie bovenaan Yandex? Premium placement!

Een ander groot verschil is het biedingssyteem. Zo geeft Google je gemiddelde positie en een waarschuwing als een zoekwoord niet op de eerste pagina vertoond wordt. Yandex daarentegen werkt met “gegarandeerde posities” op basis van je CPC. Deze posities zijn verdeeld in 2 groepen: premium placement en guaranteed placement en Yandex toont hoeveel je moet bieden om op je gekozen positie vertoond te worden.

Yandex Direct advertising

Premium placement zijn de advertenties bovenaan de zoekresultaten. Yandex deelt deze echter nog op in de eerste plaats en de premium placements die eronder komen. Indien je het meeste betaalt zal je adje altijd bovenaan komen. Biedt een concurrent hoger? Dan krijg je meteen een e-mail die waarschuwt dat je positie gezakt is.

Guaranteed placement bedoelen ze dan ook letterlijk. Tot je een e-mail aankrijgt ben je altijd zeker dat je ads bovenaan getoond zullen worden of als je lager biedt in de zoekresultaten aan de rechterkant van het scherm. Voor een kleine campagne is dit best aangenaam, maar voor grote campagnes kan dit al snel overlast bezorgen!

Yandex advertising met een personal manager

Om adverteren met Yandex volledig te bespreken inclusief alle tools (ze hebben bijvoorbeeld een equivalent voor AdWords Editor), rapporten en statistieken hebben we helaas geen tijd. Heb je problemen of ervaringen met Yandex Direct? Laat het dan weten in de comments!

Wat je echter ook kan doen bij een probleem is een personal manager voor je account aanvragen. Dit is gratis en eenvoudig via de campaign settings. Je krijgt via e-mail erg snel antwoord op al je vragen en problemen (in het Engels uiteraard) en je personal manager kan enkele taken die je niet zelf kan doen zoals een maximaal budget voor een campagne instellen.

Yandex Direct

 

Executive Summary

Adverteren op Yandex
Yandex advertising is helaas geen AdWords kloon. Sommige dingen doen ze (naar onze mening) beter, maar vaak missen we het overzicht en de maturiteit van AdWords.

1 Comment

  1. solde adidas

    1 month ago

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