Why conduct international PPC keyword research for Yandex?
Yandex is the leading search engine in Russia with around 60% of the market share. Whilst Google presents additional opportunities, it's Yandex that should be prioritised when targeting the country's internet users. Yandex should also be part of marketers' considerations when looking to target Ukraine, Kazakhstan and Belarus.
It is essential that keyword research is conducted from scratch by a Russian native when you are targeting the Russian market. This is because keywords cannot simply be translated, but instead are the natural product of the country's unique culture and language. Researching keywords from scratch ensures that you take into account any Russian colloquialisms, dialects and slang terms used by your target audience. Understanding what keywords they search for will help you to structure your PPC campaign to reach relevant users and plan your budget effectively.
A native linguist will research and compile a list of relevant and quality Russian keywords that your target audience actually searches for on Yandex, including a back translation into English. They will also research the search volume data for these keywords.