After the initial steps to set up a Yandex.Direct account and organizing your ad campaigns, creating a Russian keyword list for Yandex is one of the most crucial steps to launching Russian advertising efforts.  Yandex Wordstat provides users with a free and easy to use keyword statistics tool for researching your keyword list.

It’s quite common for advertisers to come to Yandex.Direct prepared with a list of keywords that do well in their Google Adwords campaigns.  This certainly provides a great starting point for keyword research but is by no means a list a PPC specialist should assume works in Yandex the same way it does in Google.  Advertisers should keep in mind that they are working with a new advertising platform, the Russian language, and the Russian audience.

This blog will walk through the various steps and features of Yandex.Wordstat to provide new advertisers with the knowledge to research their keyword lists for Yandex.  Before jumping into Wordstat, take note that users will need a Yandex account to log in. Registering an account on Yandex.Direct takes a few moments and will also allow access to Wordstat.

Once logged in, users see a straight forward English interface with a search box and three options for viewing statistics: by keyword, by region, and query history.

yandex wordstat

For the purpose of this blog, I selected the keyword “hotel” in English because it receives a lot of queries for an English word.  Through this example, I’ll explain the various aspects of these statistics and how they can help improve campaigns.

Keep in mind that two Russian translations of  “hotel” also produce a different set of statistics and would need to be taken into account for the PPC specialist.

Statistics by Keyword:

After entering the keyword “hotel,” I am given two sets of results.  On the left hand side, I can see the amount of the impressions for the keyword per month.  On the right hand side, I am presented with similar searches and their impressions per month.

As I scroll down the impressions for hotels, I am presented with all keywords including “hotel” in decreasing order of the volume of impressions. Through this, I can tell that 5 star hotel, beach hotel, and resort hotel are keywords I may want to include in my keyword list among others that could be relevant to my campaign.

 yandex wordstat keyword statistics

In the event that “5 hotel” is relevant to my keyword list, I can get statistics on relevant longer tailed keywords relating to this by clicking on the keyword.  The results will repopulate keywords for 5 hotel.

yandex wordstat longer tailed keyword statistics

I can continue to click on the specific keywords from each new list of long tail keywords that are relevant to them.  The list of keywords will continue to repopulate until keywords are listed with the fewest amount of impressions down to less than 10 impressions.

 

yandex wordstat statistics inlaid queries

 

Cool Feature Alert! Users can also check out search volumes for multiple keywords.  By entering multiple keywords and separating them with a pipe, you can view the search volume for the combined words.  In addition to keywords, this is a great way to get a good sense of a particular market industry.  For this example, I switched to Russian for ease and more relevancy for the travel market industry.  I entered the keywords for hotel, air plane tickets, and tours.  These keywords had the most impressions and landed at the top of the list, followed by other keywords included the specific keywords that I entered.

yandex direct multiple keyword search

Statistics By Region:

To get a better sense of the areas of the world or more specifically Russian areas, where a selected keyword gets a lot of impressions, I can opt to view statistics by region.  I am presented with a list of places by continent, country, region, and city.  The list can then be reduced to region or city, which is particularly useful for very specific geo-targetting.

By selecting “Map” I can then view the statistics in a map format and get a different visual for the keyword.  The map can focus on a particular country which will then separate statistics by regions to shower the affinity index of the keyword.  The darker the area on the map, the greater amount of impressions in that region.  This is a great tool for users to use when selecting their geo-targetting parameters but will not specify cities like the list format.

yandex wordstat keyword map

Statistics Query History:

Keyword statistics by query history offers great insight on the change in impressions of the specified keyword over time.  The keyword history dates back two years from the current month, displaying the change from month to month and also a keyword statistics for the week.

yandex wordstat query history

By mousing over the blue and red lines, I can view the absolute amount of impressions and the relative impressions to all Yandex searches.   The statistics are also listed below the graph by the time period and then absolute and relative impressions.

Conclusions:

Yandex.Wordstat is not only a great tool to use when a user first creates their keyword list but also something that users can access consistently to assess and review their keywords.  The English version, easy to use interface, and free access make it super easy for advertisers to utilize this tool and improve their digital advertising efforts in Russia.  Deciphering which keywords are useful or detrimental to a campaign, discovering new keywords, and deciphering geo-targetting options are all simple tasks with Wordstat.