A company can be promoted on the Internet using various tools, such as Yandex Business . We will tell you about the capabilities of this service.
What is Yandex Business?
Why does the company need Yandex Business?
Tools and capabilities of the service
How to work in Yandex Business
Advertising via Yandex Business
Expert advice
What is Yandex Business?
Table of Contents
Yandex Business is a platform from Yandex that helps manage business on the Internet. It can be used to promote products and services, increase customer loyalty and increase the number of new users. A company that uses Yandex Business can be located on several platforms of the ecosystem at once:
Yandex Maps;
Yandex Search;
Yandex Go;
Yandex Navigator.
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Why does the company need Yandex Business?
The main reason why people use Yandex Business is that the service helps attract new customers. The company can pay for this, or use free tools.
Here’s how else Yandex Business can be useful to companies:
Posting information to a large audience
With Yandex Business, you can post information about your company in Search, Maps, Recommendations, and other Yandex services, where millions of users search for goods and services every day.
Increasing the level of online presence. If a company has just appeared and wants to get online as soon as possible, it may not create a website, but start with a profile in Yandex Business.
Simplified advertising management
Yandex Business has tools for managing advertising and attracting target audiences. Campaigns can be launched through the Yandex Business interface, and they will be automatically optimized . This is especially convenient for small and medium businesses with small promotion budgets.
Working with reputation
With Yandex Business, you can track customer reviews and respond to them quickly.
You can learn how to promote a company using Yandex Business and other tools in the course “Internet Marketer” . Students also learn to develop a marketing strategy, increase sales and brand awareness, and evaluate the effectiveness of advertising.
Let’s look at examples of how entrepreneurs can use Yandex Business to solve their problems.
Business and task
What can you do with Yandex Business
Bakery
The goal: to increase the number of clients who live or work nearby
● Create a profile that will be displayed on Yandex Maps and in search results. People will start looking for the nearest bakery or fresh bread and will see information about the company.
● Set up targeted advertising to people who are nearby and offer them a discount on morning coffee and pastries
Fitness club
Objective: to attract new clients in a certain area of the city
● Create a company page with detailed information about types of training, memberships, instructors and schedule.
● Launch advertising campaigns in Yandex Direct targeting people who are interested in a healthy lifestyle and fitness.
● Use an online booking tool so clients can book training sessions without calling the club
Car service
Objective: To increase the number of requests from customers looking for car repair and maintenance services
● Place a car service on Yandex Maps and show it in search results for people looking for the nearest car service.
● Collect and analyze customer feedback to improve service quality.
● Launch an advertising campaign targeting motorists who live or work near a car service center
Clothing store
Objective: to attract more customers to the offline store and increase online sales
● Create a store page on the platform with a description of the product range, photos and promotions.
● Launch advertising on Yandex Market and in search results so that people see the store’s offers.
● Integrate with Yandex Delivery to organize convenient delivery methods for online purchases
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Tools and capabilities of the service
Yandex Business is an advertising tool for entrepreneurs. It can be used to place information about a company on various services and reach a large audience. Here are some other opportunities Yandex Business provides:
● Create a company profile
You can create a page or company profile on the platform. The information will appear in the Yandex search engine, Yandex Maps and Yandex Services.
● Promotion
Business has tools for launching advertising campaigns. The service will help you create an ad and place it in the Yandex advertising network – there are more than 55 thousand partners. You can automatically manage advertising budgets or set up campaigns manually.
Separately, through Business, you can advertise Telegram channels, communities on VKontakte, as well as products from a website or marketplace .
● Managing reviews and ratings
Many users choose a company in Yandex Maps based on ratings and comments left by other people. Through Yandex Business, you can communicate with customers: thank them for positive reviews, respond to negative ones. All this increases trust in the company.
● Analytics
Yandex Business has reports on site traffic, advertising effectiveness, and other metrics. Such analytics help to better understand customer behavior and improve promotion strategy.
In addition, using the service you can compare the performance of your company or branch of the network with the performance of your competitors.
● Integration with other services
The company profile in Yandex Business can be connected to other company services (for example, Yandex Money, Yandex Market, Yandex Delivery).
How to work in Yandex Business
Filling out your profile
To start working in Yandex Business, you need to register a Yandex ID, and then create and set up a company profile. You need to add the following to the card:
Name, address, contact information (phone, email), opening hours, website link.
The company’s area of activity. It is necessary so that Yandex can better understand which users to show the profile to. You can also specify keywords – they will improve search results.
Description of goods and services. So that potential clients understand what the company does and why they should choose it.
Photos. It is advisable to add as many images as possible: facade, interior, products or services.
Price list and payment methods.
Company verification
Yandex Business provides companies with the “Information verified by owner” sign – a blue check mark next to the organization’s name. It is received by businesses whose representatives regularly update the information in their profile.
Launching advertising
In the “Advertising” section, you can set up advertising campaigns. Yandex offers two modes: automatic and manual.
In automatic mode, the platform itself selects settings and distributes the budget.
In manual mode, you can independently manage advertising settings, select targeting, keywords, budget and other parameters.
Working with reviews
Reviews and ratings are the parameters that make up an organization’s rating. It is important to work with them – for example, to motivate clients to leave good reviews.
Advertising via Yandex Business
Yandex Business has several placement options.
Advertising subscription
This is a subscription that allows you to advertise your company on several platforms at once where there is a target audience.
The system will place ads in Search, Maps and the advertising network, and will highlight the company’s mark on the map in green (free placement – with blue marks).
In addition, information about the company will rise in search results.
The company will also appear in competitors’ profiles in the “Similar Places” block.
3D object
A Yandex Business service that allows you to place a company building in three-dimensional form on Maps
Virtual network
Advertising for several companies that operate in different fields of activity
The minimum rate for promotion is 3 thousand rubles. This is good for small and medium businesses that want to attract customers on the Internet, but do not have much experience in marketing and advertising budgets. Here are some more advantages of advertising through Yandex Business:
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Ease of use
The service interface is intuitive, so even novice businessmen and marketers can use it.
Audience reach
Advertising in Yandex allows you to reach a large audience in Search and on advertising network platforms.
Flexible settings. In Yandex Business, you can fine-tune targeting, budgets, and ad formats depending on your business goals.
Automation
The system itself manages bids and analyzes the effectiveness of the campaign.
Promotion in specific areas
Advertising on Yandex Maps and in search helps local businesses attract customers from nearby houses and areas.
