Yandex Direct for Central Asia and the Caucasus

Where this runs: Kazakhstan, Uzbekistan, Kyrgyzstan, Armenia and Georgia. We do not target Russia or Belarus, and we do not accept a brief whose media payment routes through a Russian entity. This is not negotiable at any budget, because it is a sanctions and banking question before it is a marketing one. If your plan needs the Russian market we are the wrong supplier, and you will hear that in the first call rather than the fourth. What changed, and why it moves the work: Direct is no longer the campaign-type toolbox most Western media teams remember. Everything now funnels through the unified performance campaign, autotargeting participates whether or not you want it to, and the practical consequence is that the negative keyword list has stopped being the main control surface. Control moved upstream, into how the semantic core is written and how Metrica goals are defined. We spend the first three weeks there and very little of it inside the bidding interface. Language before keywords: In Kazakhstan a large share of commercial search still happens in Russian while brand-adjacent and trust-related queries arrive in Kazakh, and the split is not stable across categories or regions. We build two keyword sets and two sets of ad copy, not one set and a translation. Uzbek behaves differently again, with heavier Latin-script Uzbek among younger buyers. A Polish campaign put through a translation process will serve, spend and convert badly, and the reason will not be visible anywhere in the interface. Measurement: Metrica goals defined against your commerce events rather than page views, with the ecommerce data layer checked before launch instead of after the first disappointing month. Offline conversions uploaded against the Yandex click identifier wherever you have a call centre or a delivery-confirmation gap, which in Central Asian ecommerce is most of the time. Cash on delivery means a share of orders never becomes revenue, and a bidder optimising toward placed orders will happily buy the ones refused at the door. We import the delivered order, not the placed one. What we refuse: Campaign Master, the simplified product, because it conceals the query surface and no version of this work survives not seeing queries. Grey payment intermediaries. And igaming, on this platform, in every one of these markets: online gambling is closed to residents in Kazakhstan and Uzbekistan, and we do not run traffic toward a licence we cannot see. Not included: No Turbo page design as part of the build. We specify what the page must do and hand that to your team or a local developer. No work in the Yandex Advertising Network display inventory, which is a different discipline with a different fraud profile and deserves its own budget decision. No site localisation. No analytics reporting beyond what the campaigns themselves need. Pharmaceutical and medical device advertisers: Kazakh and Uzbek advertising law restricts what may be said about medicines to the public, and Yandex requires supporting documents before medical categories serve at all. We assemble that pack with your regulatory contact before anything is built, because a rejected campaign in week six costs more than a slow week two. What you get: Account and campaign build in your own name, semantic core in both languages with the query mapping documented, Metrica configuration, the offline import running against your order system, and eight weeks of supervised delivery with weekly written notes. At the end you hold an account your own team can run. If you would rather we kept running it, that is a separate monthly arrangement priced separately.