Ad Management
Yandex Direct Advertising Management
Low-cost reach across the Yandex search network and the RSYA display network, measured with Metrica.
- Businesses selling into the CIS and Russian-speaking markets
- The health tourism, tourism and real estate sectors
- Competitive sectors where Google click costs have risen sharply
- E-commerce sites looking for an additional traffic source
Request a Yandex Direct audit
Free, no commitment. A reply within one business day.
Yandex does not carry Google's volume in Turkey — but that is exactly why competition is low and clicks are markedly cheaper. In most sectors it is possible to buy traffic on the same keyword for less than you pay on Google.
The second reason is the audience: Russian-speaking users, exporters selling into the CIS market and people living inside the Yandex browser and app ecosystem are concentrated here. In sectors such as tourism, health tourism and real estate that audience is not a small one.
Who is this channel right for?
- Businesses selling into the CIS and Russian-speaking markets
- The health tourism, tourism and real estate sectors
- Competitive sectors where Google click costs have risen sharply
- E-commerce sites looking for an additional traffic source
Campaign Types
Which campaigns do we run on Yandex Direct?
Search Network
Text ads in Yandex search results. The highest-intent channel; the keyword and negative structure is built by hand.
When: The first step in any sector with search volume.
RSYA (Display Network)
Banners and text across Yandex partner sites. It buys cheap reach, but without a placement exclusion list the budget flows to low-quality publishers.
When: For remarketing and awareness.
Smart Campaigns
Automated optimisation. It only produces meaningful results once enough conversion data exists.
When: Once data has accumulated.
Dynamic Ads
Automatic ad generation from a product feed or site content. Saves considerable effort on large catalogues.
When: For e-commerce with many products.
Remarketing
Reaching site visitors again through Metrica segments.
When: Once traffic has built up.
Scope of Work
What exactly do we do in your account?
Account and billing setup
Opening a Yandex Direct account and configuring invoicing and payment involves extra steps when operating from Turkey; we handle the process.
Keyword research
Russian and Turkish search volumes are pulled separately with Yandex Wordstat; Google data cannot be transferred here directly.
RSYA placement cleanup
Low-quality publishers on the display network are excluded regularly. Without that maintenance a large share of the budget is wasted.
Language and localisation
Russian ad copy is not written by machine translation; it is localised for the target market.
Metrica setup
Yandex Metrica goals are defined, and site behaviour is examined with its heatmap and session recording features.
Measurement
Yandex Metrica and conversion measurement
Yandex uses its own measurement tool (Metrica) and it does not report exactly the same figures as GA4. Comparing the two without accounting for differences in attribution model and session definition leads to the wrong decisions.
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01
The Metrica counter
Installed site-wide; goals (form, purchase, call) are defined.
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02
Direct–Metrica linking
Campaign data is combined with site behaviour, making it visible which keyword converts.
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03
Offline conversions
Real sales from the CRM are uploaded back to Metrica; the bidding strategy then works towards sales rather than forms.
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04
Cross-checking with GA4
The gap between the two sources is compared regularly; if the divergence is large, the setup is reviewed.
Webvisor
Metrica's session recording feature; it shows directly where the user got stuck on the page.
Attribution difference
Metrica uses last significant click by default; GA4 applies data-driven attribution.
Raporlama
Which metrics do we look at?
Different indicators matter on different channels. Judging every channel by the same metric leads to the wrong decisions.
- CPC
- Yandex's main advantage; tracked comparatively against Google.
- Cost per conversion
- Cheap clicks mean nothing on their own; traffic that converts is what matters.
- RSYA quality rate
- The bounce rate of traffic coming from the display network.
- Performance by language
- Russian and Turkish campaigns read separately.
Tools
Work out what your budget is worth
Four calculators: return estimate, lead funnel, budget split and break-even point.
If you do not know, 2–4 is typical.
Not every enquiry turns into a sale. In B2B it is 15–30%; in e-commerce it is close to 100%.
Tahmini ROI
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- Monthly leads
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- Tahmini ciro
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- ROAS
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- Lead maliyeti
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- Customers won
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- Cost per customer
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The total monthly search count for your target keywords.
- 1 Visitors reaching the site —
- 2 Form / talep —
- 3 Customers won —
Each step of the funnel is a percentage of the one before it. Real rates vary considerably by sector and by the strength of the offer.
The split below is a typical starting point for an account with conversion history. As data builds up, budget shifts according to marginal return — staying on fixed percentages costs you money.
- Gross profit per unit
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- Maximum cost per conversion
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- Maximum cost per click
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- Minimum required ROAS
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What is left from the sale.
Above this you make a loss.
Your bid ceiling.
Below this value you make a loss.
Note: These tools produce estimates, not commitments. If the conversion rate and cost per click you enter do not come from your own account, the result only gives you a sense of scale. We work out the real figures with data in the free account audit.
Other advertising channels
For every channel, see the advertising management page.
Frequently asked about Yandex Direct
Is Yandex used in Turkey?
Not as much as Google, but the audience is not negligible. It is particularly effective among Russian-speaking users and people inside the Yandex ecosystem. In the audit we measure the volume for your sector and tell you.
Why Yandex when we already run Google Ads?
An additional traffic source, and generally a lower cost per click. In sectors where competition on Google has risen sharply, the same budget can buy more qualified visitors.
Do we need Russian content?
If you are targeting the Russian-speaking market, yes — both ad copy and landing page. We support you through the localisation process.
How is payment made?
Directly to the Yandex Direct account; the process involves different steps from Google and we guide you through the setup.
Let us audit your Yandex Direct account for free
We review your account against 42 checkpoints and come back with concrete findings. Free, no commitment.