Publications

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A Guide to International Keyword Research: The 3D Approach

There are essentially two ways to approach keywords: one is cost-centric and revolves around getting things done at the lowest price possible, whereas the other is rooted in a longer-term, ROI-driven mentality which acknowledges that the highest return is rarely achieved by merely focusing on cutting costs.

The temptations of machine translation appear obvious indeed -- namely that it’s simple, quick and cheap -- but the end result produced by this approach is almost always lackluster.

This 35 pages guide provides you with a thorough framework for making the most of international keyword research. 

Yandex 
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Yandex Metrica - A Quick Guide on How to Set Up Your Account and Goals

Yandex Metrica, an online analytics platform developed by Yandex, Russia’s leading search engine, is a handy tool for measuring website traffic, analysing visitors’ behaviour and much, much more. Although mostly used by marketers for tracking the performance of Russian websites, the tool can provide statistics for any website in the world. This quick guide gives you a step-by-step walkthrough of how to open a Metrica account as well as how to specify goals.   

Yandex 
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A Guide to Yandex Match Types

Think match types in Google and Yandex are the same? Think again!

Yandex match types have been created to deal with the specific challenges presented by the Russian language - and getting to grips with how they differ from Google's match types is absolutely pivotal for maximising your advertising efforts on Russia's leading search engine.

Using the example of 'football boots', this quick guide takes you through the different operators and match types on Yandex. 

Yandex 
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A Step-by-Step Guide to Opening an Account in Yandex

Would you target U.S. internet users without considering Google?

We didn’t think so.

Marketers who make their foray into the rapidly growing online Russian marketplace – expecting to find gold along the way – will likewise be on a near impossible mission if they fail to consider the country’s leading search engine, Yandex.

This guide, the first in a series dedicated to helping international marketers make the most of Yandex, will show you how to open an account on the platform in 9 steps, as well as give you an overview of the payment options currently available to foreign advertisers. 

Yandex 
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Andy Atkins-Krueger - International PPC Comparison of the World's Major Search Engines

In this presentation Andy Atkins-Krueger highlights the differences between the systems of the major international search engines (Baidu, Yandex, Naver, Google), comparing match types and PPC settings, noting that they are almost all different and inconsistent, often caused by local language requirements.

Yandex 
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Yandex & Russian Search - Preston Carey

This presentation gives an overview of the high-growth Russian internet market and its leading search engine Yandex. The presentation also delivers tips on how international businesses can use Yandex to reach the large and active Russian internet population effectively. 

Yandex 
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Global Search Engine Headlines - Gemma Birch

Constant innovation is a necessity to stay relevant in the ever evolving search engine industry. This presentation provides a plethora of examples of some of the most recent initiatives and developments from leading global search engines Google, Baidu, and Yandex . Areas covered include local, social and mobile.

Yandex 
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