how can we evaluate the viability of investments in yandex.direct in foreign markets?
TRANSCRIPT
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How can we evaluate the viability of investments in Yandex.Direct in foreign markets?
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Skyscanner
2003
50 www.skyscanner.ru
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Objective
Evaluate the viability of investments in Yandex.Direct in foreign markets.
Period:January — April 2014
Used:
> Yandex.Direct
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Project stages
A selection of countries where Yandex searches are popular among Russian-speaking users
Configuration of advertising campaigns and collection of statistics
Analysis of results and conclusions
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Step one
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Selection of countries
Based on SimilarWeb and company data about the popularity of Yandex in different countries, Skyscanner selected Turkey, the Netherlands, the US, and Germany for testing.
www.russiansearchtips.com
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Step two
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Configuration of advertising campaigns
Two advertising campaigns were created for each market: in Russian and in the local language.
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USA
Germany
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Step three
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Analysis of results
During the test period, the campaigns for Germany and the Netherlands failed to reach the traffic level necessary for a statistically significant sample and were stopped as a result.
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Netherlands
Germany
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Analysis of results
For Turkey and the US, the share of conversions from Yandex.Direct was more than sufficient and made up 12% and 3.48% of the total amount of context traffic, respectively.
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TurkeyUSA
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Results
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Results
768% higherYandex.Direct ROI in comparison with other context systems
USA
by 29.3%the ROI of Yandex.Direct is higher in comparison with other context systems
Turkey
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“In Turkey and the US we have continued to invest in further development of these markets using Yandex.Direct.
lIarion Kopaleyshvili,Marketing Manager for Skyscanner in Russia
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