How can we evaluate the viability of investments in Yandex.Direct in foreign markets?

Skyscanner

2003

50 www.skyscanner.ru

Objective

Evaluate the viability of investments in Yandex.Direct in foreign markets.

Period:January — April 2014

Used:

> Yandex.Direct

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

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

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

Step three

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

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

Results

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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