We recommend that you launch both search advertising and advertising in YAN at the start, but monitor, analyze and draw conclusions after a month or two. For example, it may turn out that advertising in YAN did not show the desired results even with optimization, and it is worth disabling it.
We also do not recommend using broad keywords.
If a company that produces a product that is popular with consumers uses broad keywords in its advertising, then there is a high probability hr directors email lists of receiving irrelevant B2C traffic.
Accordingly, add headings such as “wholesale” or “from the manufacturer” to key queries, but at the same time track demand in WordStat, because if there is no demand with the selected clarification, then you shouldn’t expect any leads either.
Effective mechanics
We will tell you about several mechanics that you can optimize for your project.
- Targeting by keywords — competitors’ brands. Users who search for your competitor are most likely also part of your target how long does it take to build a website? everything you need audience. You definitely shouldn’t miss the opportunity to “lure” them away.
- Geotargeting by target audience cluster . For example, you know exactly when there will be a thematic event (forum or exhibition) in your niche. You can launch advertising by geo on this day in this place with a high probability of “hooking” users, because they belong to the target audience.
- Launch on visitors of competitors’ websites, niche conferences, exhibitions . You can launch targeting in YAN for users who are similar to visitors of these websites.
- Targeting by your own CRM database and third-party ones (if available).
- Parsing of members of target Vkontakte communities . Using a special service, we determine phone numbers and turkey data launch advertising to these members through Yandex Audience.
- Using MAC address traps (for example, at thematic conferences). Using a special device, you can scan the space and determine the MAC addresses of those present near you, and upload them to Yandex Audience.
- Launching advertising to competitors’ clients . There are services that can help you find out the phone numbers of those users who contacted your competitors. Based on the database of such numbers, you can launch advertising using look-alike technology in Yandex Audience.
Briefly, but we figured out Yandex. And what about Google – the system that stopped showing ads to Russian residents after the sanctions. There are some life hacks, we will tell you about them further.
Google Ads: “forget or remember”
So, what can we say about Google in April 2024:
- according to Yandex Radar, 35% of all organic traffic comes from it, and in the case of the iOS operating system, the figure is even higher – up to 50%;
- the preferred search engine for users in certain niches, such as IT;
- There is no paid advertising for residents of the Russian Federation.
But yes, in 2024, after the introduction of sanctions, advertising on Google for Russia can be launched in a certain way.
Who is lead generation with this channel suitable for? Niches:
- selling goods/services online ;
- with a wide geography . For example, manufacturers whose target audience is located throughout the Russian Federation;
- with a target audience that prefers Google and uses VPN (for example, the aforementioned IT).
When running ads on Google:
- it is necessary to focus on those who are outside the Russian Federation . Suitable for companies for which geolocation does not matter when selling goods/services. For example, if it promotes online training, or can organize delivery of a product to anywhere in the world;
- it is worth using toponyms . For example, you can launch a target on the Russian Federation, using the mechanics of adding a toponym. For example, “buy corrugated sheeting St. Petersburg”.
Of course, when choosing a geolocation, we do not select Russia, so as not to get an automatic block. We select “all countries”, but the language of the browser and the device from which the person enters is “Russian”.
