Before you start an advertising campaign, a natural next step is to assess the demand for the goods or services in the chosen market. In this article, I will show you how to make a primary analysis of the demand in Russia, but you can use this manual also for Belarus or Ukraine.
The best way, in my opinion, is the demand assessment in the search engines. Google provides Keyword Planner and Google Trends. Yandex’s keywords tool is called Wordstat (https://wordstat.yandex.com). It’s available in English.
Thus, Wordstat is a tool, which allows you to select key phrases for campaign in Yandex.Direct. It shows ad impressions data for keywords that you enter. Simple as that.
How to Choose Keywords without Knowledge of Russian Language
All you need at this stage is to choose the right keywords. If you don’t know Russian use Yandex.Translate or Google Translate (from my experience Yandex copes with translation into Russian better than Google):
To make sure that the translated expression makes sense, try to copy & paste it in Yandex search and check a few websites on the first positions. This will allow you to minimize the probability of error. Don’t forget to change the location, for example, to Moscow. Click on the icon to the right of the search field. You can enter the word “Moscow” in Latin:
It is important to understand that a keyword and a query are not the same . A query is simply the text that users enter into the search field. However, the notion of a keyword refers to the campaign settings in Yandex.Direct. Using keywords (or key phrases) we can determine on which queries a user will see our ad.
Now let’s determine what is impression and how does it differ from the search volume statistics.
Let’s take for example, keyword “buy a flat”, which has 15000 impressions in Wordstat statistics. This does not mean that users enter such query 15,000 times in a month. This number means that the search results page with the Yandex ads has 15,000 page views in a last month. If a user entered a query and looked through three pages of search results, he generates 3 page views from these 15,000.
However, neither Wordstat nor Google Keyword Planner does not show us the statistics of real search volumes . The figures that we see in these tools are impressions.
Select Your Keywords Correctly
But that’s not all. In Wordstat there are special operators for keywords (in Google AdWords it’s called Keyword matching options) that help to determine what forms of keywords (nouns, numbers, etc.) you want to target, what words to exclude and so on.
There are several operators, but in this case we need only one of them — the quotation (“your keyword”), because our task now is just to evaluate the demand.
So, why do we need operator “quotation marks”? If you type in a keyword without quotes (men’s sneakers), you will see the number of impressions of all phrases that contain the phrase “men’s sneakers” (e.g., “buy men’s sneakers”, “buy summer men’s sneakers”, etc.)
But if you enter a phrase in quotes, you give the signal that you are interested in the statistics only for this specific phrase enclosed in quotation marks, without unnecessary words, as in the example above. For example, the phrase “house for sale” written in quotes means that you will get the statistics for phrases: house for sale, a house for sale (Yandex does not consider prepositions as words), house sale, houses sale. Wordstat will count all the impressions and show the total number near your keyword:
How to Determine the Demand in Specific Russian Region
However, the number of impressions now gives us a small understanding of the demand. Open the tab “Region” in order to find out which regions have the greatest demand for this key phrase.
First, you will see a list with three tabs: All, Regions, Cities. If regional popularity is more than 100%, this means that in this region the interest on this key phrase is higher than the average. If less than 100%, is lower than the average.
Now click on “Maps” and then on any country that you’re interested in. In my example, I clicked on Russia:
Put your cursor on the area of your interest. Here, as in the list of cities, you see the number of impressions in specific area, as well as its regional popularity. Thus, it is possible to make the analysis of demand depending on the region of the country.
Let’s Check the Seasonality of Demand
Maybe in case of your product, it is necessary to estimate the seasonality of demand. Click on the “Query history” (you’ll find the button under the text field). Remember that in this report you should enter the keyword without quotation marks!
To clarify, for what kind of product we want to estimate the demand (men’s sneakers is a very general category of goods), specify, for example, men’s sneakers nike air.
The peak demand is in November. On this period, there is the Black Friday (also in Russia) and annual AliExpress’ promotion 11.11. The choice is yours — to work with a hot demand on this period, or to look for a less competitive season.
Therefore, by using these simple steps, you can give a preliminary assessment of the demand for your products in Yandex.
Remember that Wordstat gives us only a small part of statistics that can serve as the basis for evaluation of interest in your product or service. For many key phrases (noncompetitive, unpopular) Yandex, just like Google does not provide statistics of impressions. To estimate the number of clients interested in your offer, you’ll need to run a test campaign in Yandex.Direct. The minimum budget for such a campaign is €10.
And in the end I’d like to recommend you a plugin for comfortable work with the described service – “Yandex Wordstat Assistant”. Clicking on the “plus” icon next to the phrase, you’ll add it to the list on the left. Then you can copy it to the clipboard and easily paste to your campaign in Yandex.Direct or any document for further work.