Performance marketing in local markets: specifics and tools
Targeting in Central Asia works differently. We explain how to set up campaigns for local platforms, user behavior and advertising tool limitations.
Performance marketing in Central Asia is not just about running the same campaigns that work in Russia or Europe. The market has its own specifics that must be considered when planning budgets and strategies.
The first difference is the limited availability of targeting tools. In Uzbekistan and Kazakhstan, some global tools work with limitations or are completely unavailable.
The second is user behavior. The conversion path here is often non-linear: a person sees an ad on Instagram, goes to WhatsApp, clarifies details and only then makes a purchase.
The third is traffic cost. CPM and CPC in the region are noticeably lower than European ones, creating opportunities for brands with limited budgets.
