Yandex is the leader in Russia in terms of daily audience launching the browser from all types of devices. The services are visited at least once a day by 12.3 million users.
In second place is the social network VKontakte, with 12.1 million, and third place belongs to Google with 11 million people.
Google's use and its key growth factor are related to its control over the Android operating system, which has been repeatedly confirmed by Yandex representatives and investment bank analysts. Putting all the facts together, we can say that Google is expanding its audience through mobile device users.
Yandex
This is not just a search ios database engine. It has several dozen Internet services built into it. The Yandex main page is visited daily by 750 thousand new visitors looking for answers to 3.2 million queries, to which the system issues more than 6.3 million sheets with search results. A banner on the first screen is not considered contextual PR, since the user has not yet requested anything, but already on the search results page, almost any PR can be related to the topic of the query. About 2/3 of all Yandex revenues come from the sale of PR.
One example of marketing and advertising technologies is the Yandex.Direct system for creating contextual PR on the Internet. The advertiser can use a large number of system functions immediately after payment: write text, configure the parameters for displaying an ad to their target audience, and work with a special interface. The cost per click can be reduced with the right settings to gain an advantage over competitors.
Yandex and advertising technologies
Let's look at an example of effective advertising and some definitions associated with it.
CTR (click-through rate) is the share of the effectiveness of an advertisement. It is calculated as the ratio of the number of impressions to the volume of clicks in percent. This tool is used for hyperlinks: when a consumer clicks on it, the CTR fills in the data about this action and keeps records. If a click is made on a banner, then such a link will be called a hypertext link. CTR can be an indicator of the success of the entire PR campaign or just one material. The higher the indicator, the more effectively the product or service is advertised through a banner or ad.
Lead is the number of completed requests (applications or calls) from clients when clicking on a PR link from a landing page.
CR (conversion) – the ratio of the number of leads to the total number of visitors who used the link from the advertisement.
Bounce – the amount of time after which a person leaves the site. If the time is 15 seconds or less, the system records a bounce, which negatively affects further display of advertising and behavioral factors. The search engine can reduce the number of presentations of ineffective PR.
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The Yandex Advertising Network (YAN) platform is a collection of sites where ads launched through Yandex.Direct are displayed. It combines various sites from some platforms that are known for their quality and large number of visits. All of them are checked for compliance with the terms of participation. An advertiser will not be able to connect a site to YAN that was created for the purpose of earning money from placing PR and has low-quality content.
Advertising in YAN is almost 2 times cheaper than in Yandex.D