Yandex company blog

Yandex Launches Pay-Per-Click Training Programme For International Digital Marketers

With a monthly audience of more than 60 million users, Russia is Europe’s largest internet market, having overtaken Germany in 2011. Naturally, this is attracting ever-growing numbers of European, Asian and American companies seeking to tap into Russia with online sales of goods and services, and looking for digital marketing and advertising opportunities. Yandex is now introducing a special training course for these clients, to help them better take advantage of all the opportunities.

Russia is one of just a few countries with local players dominating the domestic internet market. Yandex is one of them: the company boasts 61.5% of all search traffic in Russia as of May 2013. The structure of Russia’s online ad market is also unique, with different platforms at the fore. Last year Yandex overtook Russia’s top TV channel, Pervy Kanal, in daytime audience numbers, and raked in similar ad revenues.

Foreign companies are attracted to Yandex.Direct, the nation’s largest web ad network particularly in such segments as travel (hotel bookings and flights), e-commerce (especially clothing), gaming, and medical services abroad (mainly Israel and Germany).

Outside of Russia and other CIS countries, Yandex’s largest numbers of foreign advertisers are in China, then Germany, the UK and the United States. France, Italy and Spain follow, all at about the same level.

To get closer to its foreign clients, the company last year founded Yandex.Europe AG. It continues to offer all its clients strong support as advertiser numbers grow. Interest from digital marketing agencies is also on the rise, as they look to organise ad campaigns within Yandex services.

Yandex announces the launch of a special programme to train its international advertising clients: both vendors and digital agencies. The training is to take place through the International Marketing School in Barcelona and at some locations in the United States. The course will be delivered to selected Yandex clients and covers the use of the Yandex.Direct contextual advertising service, including creating accounts and campaigns, managing match types and working with retargeting and content networks. The first course starts on June 18, don’t miss the chance to sign up!

The training program is called the “Global PPC Campaign Manager (With Yandex.Expert)” and has been developed by UK-based international search marketing support services group Webcertain working closely in conjunction with the Yandex teams in Moscow and the US.

Two course options are available – an exclusive two-day Yandex version, and a three-day course also covering some other search engines. All participants have the opportunity to attempt the challenging Yandex.Expert online examination as part of the course – the examination was recently translated into English for the benefit of international users of the system.

“Many international advertisers are reaping the benefits of working with Yandex in Russia and other countries, but have fed back a need for greater in-depth knowledge of Yandex systems to maximise their returns,” said Yandex’s US Business Development Director, Preston Carey.

The course will provide participants with a deeper understanding of how to build ad campaigns on Yandex.Direct, the largest automated, auction-based ad-serving system for contextual advertising on the Russian internet with a client base of 315,000 advertisers in 2012.

It will also give insights into other parts of the Yandex Advertising Network – the largest ad network on the Russian internet with a combined audience of almost 57 million – as well as the Yandex.Market online comparison shopping system, which has a monthly audience in Russia of 14.6 million. The service includes more than 50 million price offers placed by more than 12,000 internet stores in 300 categories, from clothing to automobile accessories.

The course is led by Webcertain’s Andy Atkins-Krüger with support from colleagues Justyna Wilner and Immanuel Simonsen. All delegates receive a Workbook guide and full support on taking the Yandex.Expert examination.

Yandex clients who would like the opportunity to participate in the training programme can get more information by e-mail.