Mail.ru introduces new PPC platform
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Mail.ru Group prepares to launch its own search advertising on its platforms, including Vkontakte and Odnoklassniki, Youla online classified ad site, and other projects.
In contextual targeting, advertisers will be able to set search phrases and specify texts that will be displayed in advertisements. Targeting, based on users’ search queries, will be available for all advertising formats and sites of the myTarget platform – Vkontakte, Odnoklassniki, Mail.ru portal, media projects of the Mail.ru holding, etc.
Market experts noticed that users’ queries tend to shift from search engines to social networks and classified ad websites. Mail.ru Group set an ambitious task to challenge the dominance of the two major players of search contextual advertising in Russia – Yandex and Google.
Currently, auctions in Yandex and Google are overheated. Many advertisers had to cut down their activity in these systems because of the too high prices.
In case Mail.ru Group offers acceptable price/effectiveness ratio of advertising products, they will be able to quickly attract a great number of new advertisers who consider paid search important.