Google officially launches AdWords in the Russian market

    Today at a press conference in Moscow, Google announced the official launch of the Google AdWords search advertising system in Russia.

    Following the strategy of localizing its services for Russia and trying to create the most favorable conditions for advertisers, Google offers the opportunity to pay for contextual advertising Google AdWords by bank transfer, the most common form of payment in Russia.

    Another advantage of AdWords is the availability of effective free tools for managing an online advertising campaign and analyzing its effectiveness: these are Google Analytics and Ad Scheduling, which are closely integrated with AdWords.

    “We chose Google AdWords because of its breadth of coverage and the ability to contact potential customers both on the Russian Internet and beyond,” said Vladislav Ulendeyev, chairman of the board of directors of eHouse Holding, a Google advertiser. - Contextual advertising is a high-precision tool that allows us to contact only “our” potential consumers. This distinguishes it from advertising in traditional media, the purpose of which is to reach the maximum possible audience; it is not addressed specifically to "our" consumer. The high accuracy of Google AdWords provides us with a higher CTR and ROI compared to other types of advertising. ”

    “Thanks to specialized Google services, we were able to significantly increase the effectiveness of the campaign,” says Mikhail Penkovsky, Commercial Director of Agnitum Ltd. - With Google Analytics, we selected the best keywords and set the cost per click, with Ad Scheduling we analyzed the behavior of our customers, the best time to display. With the launch of an advertising campaign on Google, the growth in sales of our online store amounted to 30%, and each dollar invested brought $ 2.4 in net profit, ”added Mikhail.

    According to the Association of Communication Agencies of Russia, in 2005 Russian advertisers spent $ 40 million on contextual advertising. This market is growing at a very fast pace, therefore, apparently, there is not yet much competition between Google AdWords, Yandex.Direct and other similar systems in Runet. will be.

    Competitors were rather skeptical about today's marketing campaign of the Russian division of Google. Here's what Elena Kolmanovskaya , editor-in-chief of Yandex, told us .

    From the press releases it is not entirely clear what the novelty is, that is, what happened today. The AdWords system has long existed, Russified (like many other Google services) and accepts Russian-language advertising. All of the above is not a new phenomenon in the Russian market. The two main systems of contextual advertising, Yandex.Direct (advertising is placed on Yandex and Mail.ru as well) and Begun (advertising is also on Rambler), have been successfully promoting ideas for a long time contextual advertising, conduct seminars, certify specialists.

    AdWords has existed for many years, and it has been Russified for a long time, and the problem there is not in the interface, but in Google’s not very large share in the Russian market and not very convenient payment. Judging by the press release, they started accepting bank transfers - I wonder which country? If it’s in the USA, then there probably comes currency control, while the transfer takes a long time. In Russia, Yandex.Money and Webmoney work well.


    The chief editor of Yandex agrees that in the near future there will be no particular competition between Yandex.Direct, Runner and AdWords. Enough space for everyone: “I believe that today's releases of the famous American company Google will draw additional attention to the rapidly growing contextual advertising market (there is no prophet in their own country), which will help it grow even faster. Demand for quality sites is always there and only increases over time, ”said Elena Kolmanovskaya.

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