Internet Marketing 2021: 5 Key News of the First Half of the Year

Contents:

• Google is ending support for third-party cookies
• New end-to-end analytics feature in Yandex.Metrica: what has changed?
• The final transition to mobile-first indexing: what does this mean for your site?
• Automatic goals in Yandex.Metrica: setup without programming
• Managing stores on VKontakte, Odnoklassniki, AliExpress, and Yula has now become easier
• New Campaign Wizard tool in Yandex.Direct: advertising automation for all
• Updating the Yandex.Zen interface and algorithms: Live broadcasts and new features
• Yandex launches the sale of "sorcerers"

Google is ending support for third-party cookies

Starting in 2022, Google announced it would stop supporting third-party cookies in the Chrome browser, causing serious concerns in the digital advertising market. This event became known as the "cookie apocalypse." Marketers began actively discussing how the approach to targeting and personalization of advertising will change in the new reality. Without third-party cookies, companies will be forced to seek alternative methods of collecting and analyzing data in order to effectively target their audiences and maintain a high level of user engagement. The prospects for technological advancements, such as the use of contextual advertising and first-party data, are becoming more pressing, requiring digital marketers to adapt to the changing environment.

According to information from Google, the upcoming changes will not have a negative impact on advertising systems. Instead of using cookies, a new technology known as FLoC (Federated Learning of Cohorts) will be implemented. Unlike traditional cookies, FLoC does not track individual users, but rather groups them with similar interests and behavior. This will preserve the effectiveness of targeted advertising while ensuring greater user privacy. The implementation of FLoC could be a key step in the evolution of online advertising, adapting it to modern data protection requirements.

One of the key benefits of the changes is addressing the issue of user privacy. Google claims that FLoC (Federated Learning of Cohorts) uses machine learning technologies, making it more effective than traditional cookies. This innovation is aimed at protecting user data while enabling precise, targeted advertising. Using FLoC will allow advertisers to reach their audiences without having to track individual users, which is an important step toward enhancing online privacy. Despite the positive aspects, experts have expressed certain concerns. As Andrey S., co-founder of the digital consulting agency Snowman, noted, Google is only eliminating third-party cookies, while first-party cookies will remain in use. This could lead to increased demand for customer data and, in turn, increased investment in AdTech. As a result, we will see the active development of customer data platforms (CDPs) and user data management platforms (DMPs).

• Hypertargeting may become more expensive, increasing by 5-20%.
• Advertising campaign effectiveness may decline in the short term, but the market will quickly adapt.

For more information on the implications of cookie deprecation for advertisers, please see our detailed research. While there is some trepidation in the industry, these changes will not be critical for most marketers. It's important to adapt to new conditions and use alternative data collection methods for effective advertising targeting.

New end-to-end analytics feature in Yandex.Metrica: what's changed?

Yandex.Metrica has recently begun integrating sales, lead, and traffic data from various advertising systems. This feature helps marketers and businesses analyze advertising return on investment (ROI), identify ineffective settings, and make informed strategic decisions. Data integration improves understanding of user behavior and the effectiveness of advertising campaigns, which facilitates more accurate budget planning and optimization of marketing strategies. Using this feature can significantly improve the efficiency of advertising investments and increase business profits.

To obtain sales data, it is important to set up Metrica integration with your CRM system. Integration is available for any CRM, including custom solutions, thanks to the API. However, for users without programming skills, a simplified integration with amoCRM is available. This setup allows for effective sales tracking and business process optimization. Proper integration will help you improve analytics and enhance your company's overall performance. Advertising channel information is automatically collected from Yandex.Market and Yandex.Direct. Quick and easy integration with Google Ads and Facebook allows for effective campaign management. Connecting other advertising platforms requires using APIs, third-party connectors, or importing data via CSV files. This provides flexibility in working with various digital marketing tools and optimizing advertising efforts. The end-to-end analytics interface in Yandex.Metrica is intuitive and offers users convenient visual reports on advertising campaign results. This allows you to quickly analyze the effectiveness of marketing strategies and optimize advertising investments. The intuitive design makes it easier to access key metrics, making analytics more efficient.

Graphs allow you to thoroughly analyze the effectiveness of advertising costs, which is significantly Facilitates budget optimization. Using visual data, you can quickly identify the most effective channels and reallocate resources to maximize the impact of your advertising campaigns. Effective chart analysis helps improve advertising ROI and optimize marketing strategies.

For a thorough understanding of the capabilities of end-to-end analytics, we recommend studying the official documentation on the Yandex website. This will allow you to effectively use the latest features and improve the effectiveness of advertising campaigns. Understanding end-to-end analytics will help optimize processes and increase return on advertising investment.

The Final Transition to Mobile-First Indexing: What Does This Mean for Your Website?

Since March 2021, Google has fully completed the transition to mobile-first indexing of websites. This means that the search engine now evaluates and ranks web resources based on their mobile versions. This step is especially significant considering that, according to Statista, more than 54% of global web traffic is generated from mobile devices. Optimizing websites for mobile platforms is becoming a key factor for successful promotion in search engines. It is important to consider that the mobile version of the website should provide users with a user-friendly interface and fast page loading to increase the chances of high positions in search results.

The transition to mobile indexing began in 2018 and is still ongoing. Even if the majority of your users visit your site from desktop devices, the lack of a mobile version can negatively impact your rankings. Google considers the presence of a mobile version to be an important factor influencing the overall relevance of a site. Optimizing for mobile devices not only improves the user experience but also helps increase visibility in search engines. Therefore, creating a responsive design and improving the mobile version of your site are becoming critical for successful online promotion.

In May 2023, it became clear that a number of sites had not yet switched to mobile indexing. However, this is only temporary. Optimizing mobile content is becoming a critical task for web developers. For detailed recommendations on adapting sites for mobile devices, it is worth referring to the official Google developer documentation. Remember that mobile indexing plays a key role in improving the visibility and ranking of your site in search engines.

Given the increase in mobile users, this trend is especially relevant. Google implemented the new algorithm a long time ago, giving site owners ample time to adapt. The transition to mobile-first indexing can be considered the end of the transition period. However, drastic changes in rankings should not be expected, emphasized Dmitry Frolov, President of the Association of Digital Agencies Development (ARDA). It is important for website owners to continue optimizing their resources for mobile platforms, as this directly impacts search engine visibility and user experience. According to Google, mobile-friendliness is a key factor in improving search engine rankings. Mobile optimization not only improves the user experience but also contributes to increased conversions and reduced bounce rates. These changes can have a significant impact on your profits. Investing in mobile-friendliness is an important step toward successfully growing your online business. Regularly monitor Google's latest recommendations and updates to stay informed about the latest changes in the digital space. This will help you adapt to new algorithms and remain competitive in the online environment.

Automatic goals in Yandex.Metrica: setup without programming

In recent months, Yandex.Metrica has introduced a new automatic goal detection feature that significantly simplifies data collection. Now users don't need to contact programmers to integrate JavaScript events into their sites or navigate the complexities of the builder. The system automatically identifies key events that align with your business goals based on an analysis of web page markup. This innovation allows you to more effectively track important user actions and optimize your marketing strategies without unnecessary effort.

Yandex.Metrica can now automatically recognize various events. This improves analytics and allows you to more accurately track user interactions with your site. Automatic event recognition simplifies and makes data collection more efficient. This way, you can focus on analyzing and optimizing your marketing strategies, rather than manually collecting information. Use the new Yandex.Metrica features to enhance your analysis and improve the user experience on your website.

• click on email;
• click on phone number;
• click on button;
• open messenger;
• submit form;
• download files;
• search the website;
• start chat;
• events sent by Jivo chat.

Automatic goals significantly simplify the work of marketers, allowing them to devote more attention to data analysis and less time to complex settings. Specialists often face the problem of not having time to detail the counter parameters, which can lead to a lack of information about intermediate conversions. Using automatic goals helps you efficiently collect important data, eliminating the need for manual configuration and minimizing the risk of missing critical metrics. This makes the analysis process more efficient and helps you make informed decisions based on the collected information.

This feature is automatically enabled for new counters. It can be optionally activated for existing counters, allowing you to preserve previously established settings and their detailed configuration. This provides flexibility in counter management and allows you to tailor their functionality to the user's current needs.

Automatic goals in Metrica are a powerful tool for analyzing the performance of web resources. They allow you to automatically track important user actions on your site, such as registrations, purchases, or form submissions. With auto goals, you can optimize your marketing campaigns and improve conversions by receiving detailed reports on visitor behavior. Setting up auto goals in Metrica is quick and easy, making this tool accessible to website owners of all levels. By using automatic goals, you can more accurately evaluate the results of your actions and make informed decisions for the further development of your business.

For more information about automatic goals, visit the official guide on the Yandex website.

Dmitry Frolov, President of the ARDA Association for the Development of Digital Agencies and author of the "Digital Strategy" course, emphasizes the importance of automatic goals in marketing. He notes that many marketers lack the time to set up counters, which complicates data analysis. Automatic goals simplify this process and provide easy access to key conversion data, significantly improving the effectiveness of marketing strategies.

Managing stores on VKontakte, Odnoklassniki, AliExpress, and Yula has now become easier.

The Multimarket platform, developed by VKontakte and Mail.ru Group, offers unique opportunities for online store owners. This free service enables the effective management of multiple marketplaces simultaneously, significantly simplifying the sales process and increasing audience reach. Thanks to MultiMarket, entrepreneurs can optimize their business using modern promotion and analytics tools, which helps them grow their online presence and improve their competitiveness in the market.

MultiMarket allows users to effectively manage product uploads, order processing, and customer interactions in one convenient interface. To get started, simply register with the service and list your products on selected trading platforms. This is the optimal solution for those who want to simplify the sales process and improve customer service, providing quick access to the necessary functions.

New tool "Campaign Wizard" in Yandex.Direct: Advertising Automation for Everyone

Yandex.Direct recently introduced a new automated solution, Campaign Wizard. This tool significantly simplifies the process of setting up advertising campaigns, allowing users without extensive digital marketing knowledge to effectively launch ads. Campaign Wizard offers an intuitive interface and automatic recommendations that help optimize ads for best results. With this tool, even beginners can quickly and easily create successful advertising campaigns in Yandex.Direct, making it an ideal choice for small and medium businesses looking to increase their visibility and attract new customers.

To get started, simply provide a link to the landing page. Campaign Wizard will offer ready-made templates and recommendations, and automatically fill in the required fields. This approach makes the advertising creation process intuitive and accessible for beginners, allowing you to quickly launch advertising campaigns and effectively engage your target audience.

Campaign Wizard offers free access, creating new opportunities for small and medium-sized businesses in online advertising. This solution allows entrepreneurs to effectively promote their products and services, optimizing their marketing strategies without additional costs. In an increasingly competitive environment, free tools for managing advertising campaigns are becoming increasingly important, allowing businesses to increase their visibility and attract new customers.

Before launching for mass use, the Campaign Wizard underwent beta testing with the participation of more than 8,000 advertisers. This process allowed us to identify and take into account many key aspects, which significantly improved the functionality of the service. As a result, users now have more effective tools for managing advertising campaigns, which contributes to their effectiveness and ease of use.

• Intuitive interface
• Automated setup recommendations
• Free access for all users
• Suitable for advertisers of all experience levels

To start using the Campaign Wizard, log in to your Yandex.Direct account and select this new tool from the menu. This functionality will help you effectively create and manage advertising campaigns, optimizing your advertising costs and increasing the visibility of your business.

The Campaign Wizard service offers a variety of advertising types, including text ads and image banners. This allows users to effectively promote their products and services using different formats to reach the widest possible audience.

For more information about Yandex.Direct, we recommend referring to the official documentation on the Yandex website. Here you will find up-to-date data, helpful tips, and recommendations for optimizing your advertising campaigns. This will help you use the platform effectively and improve the results of your advertising efforts.

Yandex.Zen Interface and Algorithm Update: Live Broadcasts and New Features

Recent changes to Yandex.Zen affect both the visual design and recommendation algorithms. If you actively use this platform to promote your business, it is important to consider how the new algorithms may affect your target audience. Understanding current trends and adapting to new conditions will help you more effectively engage with users and improve the visibility of your content. Pay attention to changes in audience preferences and how they may impact your content marketing strategy.

According to the latest updates, Yandex.Zen now prioritizes showing users new articles from authors they follow. Content that matches users' interests is displayed next. This change emphasizes the importance of individual reader preferences and is aimed at improving their user experience. The recommendation system is becoming more personalized, allowing users to quickly find relevant and interesting content. Video content will now be available not only on Zen but also in the Yandex app. This decision is intended to emphasize the video format, which is becoming increasingly popular among users. Expanding video availability will attract more viewers and improve interaction with content, which is an important step in the platform's development. The platform has updated the design of its content cards, adding like, comment, and view counters for videos. These changes are aimed at increasing user engagement and improving interaction with content. The new interface will allow users to more easily evaluate the popularity of content and participate more actively in discussions.

The introduction of live broadcasts in blogs and feeds has become an important innovation that combines the content of the Zen platform with Yandex.Ether. This opens up new horizons for interaction between users and creators, enabling the creation of more dynamic and engaging content. Live broadcasts provide the opportunity for immediate communication, exchange of opinions, and discussion of relevant topics in real time, which helps strengthen the community and increase audience engagement. Users will be able not only to receive information, but also to actively participate in its discussion, which in turn will increase interest in blogs and increase their traffic.

Experts emphasize that improvements The Yandex.Zen interface is being updated to make the feed more informative and user-friendly. Content creators have praised the innovations and note that the platform is striving to unify content cards across devices. These changes contribute to increased user engagement with content and a better overall user experience. Algorithm changes are helping to build a core readership for channels. The appearance of new content from favorite creators encourages subscribers to switch to channels, resulting in a more stable and loyal audience. These algorithmic updates better reflect user interests, ultimately increasing engagement and retention. On the other hand, video content in the TikTok format is seeing a rise in popularity, including the launch of a feed featuring short videos. This may attract bloggers and new subscribers, but it raises questions about whether the reading audience will maintain interest in text-based content in the face of a trend-driven culture. It's important to note that despite the popularity of video formats, high-quality text content continues to play a key role in attracting and retaining audiences. Integrating video content with text can create a unique user experience and promote engagement.

Timur Ugulava, an expert in the Digital Strategy course and co-owner of the Mediasfera group of companies, emphasizes the importance of monitoring changes in digital platforms and the need to adapt to new conditions. The use of relevant strategies and flexibility in approaches will help businesses thrive in the constantly changing digital world.

Yandex Launches Sale of "Wizards"

Search wizards, or rich answers, are interactive elements that allow users to obtain the information they need directly on the search results page. These elements are becoming increasingly popular online, and most users have encountered them before. Rich answers help improve user interaction with search engines by providing relevant and structured data, which in turn increases the chances of attracting attention to your content. Using such elements can significantly increase your website's visibility in search engines and improve the user experience.

Today, Yandex offers users "enriched answers" from both its own services and numerous third-party sources. According to the latest data, the search engine provides enriched answers from over 30,000 companies, confirming its status as a leader in this field. These features significantly improve search quality and make information more accessible to users, which contributes to increased interest in Yandex services.

Recently, "enriched answers" attracted public attention in connection with a case brought by the Federal Antimonopoly Service against Yandex. Large companies accused this search engine of using enriched answers to promote their own services, which calls into question the principles of fair competition. This situation raises concerns not only among market participants but also among users, who may experience limited choice and a decrease in the quality of search results. It is important to discuss how such practices may impact the development of the digital economy and what measures should be taken to ensure fair competition in the online space.

Certain conditions must be met to purchase the "Sorcerer." First and foremost, sufficient data is required to display the information correctly. It is also important to support authorization and payments through Yandex tools, such as Yandex ID and Yandex Pay. This will allow users to easily interact with the service and perform necessary transactions. Preparing the necessary data and integrating with Yandex services will significantly simplify the process of purchasing and using the "Sorcerer."

An example of the "Sorcerer" interface is shown below. This tool simplifies the process of setting up and managing various functions. It allows users to easily navigate the settings and select the desired parameters. Visually, the "Sorcerer" has an intuitive design, making it accessible to users of any skill level. The main goal of this tool is to optimize the workflow and increase the efficiency of task execution.