Nutra for Russian-Speaking Europe: Breaking Down Not the GEO, but the Audience

The work of an affiliate marketer wasn't always about launching 100 accounts daily. In the beginning, it was about finding niches and monetization opportunities. And that's exactly what today's piece is about. You might think — what else is there to discover? We'll try to surprise you a little. Because today we're breaking down not a GEO, but an "ethno-linguistic group" — Russian-speaking Europe. 

And of course, we wouldn't be raising this topic if we couldn't offer you offers for this audience. But more on that later. 😉

The Size of the Russian-Speaking Europe Market

Emigration of Russian-speaking people has never stopped — today, approximately 15 million Russian speakers live in Europe. While that may seem modest against Europe's 750 million, in absolute numbers it equals the population of an entire country — around 15 million. In Germany alone, 2.25 million Russian-speaking residents were recorded in 2010, with the Russian-speaking diaspora growing at an average rate of 20,000 people per year up until 2022. 

To put 15 million Russian speakers in perspective: 

• 2.5x more than the combined population of all Baltic states (Latvia, Lithuania, and Estonia);
• 2x more than the population of Austria;
• or equivalent to the combined populations of Finland, Slovenia, Slovakia, Montenegro, Cyprus, Luxembourg, and Malta. 

In other words — this is a fully-fledged GEO! Countries in Europe with a population of under 12 million are highlighted in blue. 

It's worth noting that in recent years, the emigration trend has been "aging." IT professionals who emigrated earlier are now bringing over parents and relatives who struggle to adapt. An already significant market is growing, and the trend is only accelerating.

Nutra Target Audience in RU-Europe: Purchasing Power and Emigrant Pain Points

The core problem for emigrants is limited access to healthcare, which drives a strong need for preventive care and self-treatment:

• waiting 3–6 months for a doctor's appointment in Europe is the norm;
• familiar medications are available by prescription only;
• finding a specialist who speaks Ukrainian or Russian is a quest in itself.

As for purchasing power — first, given the points above, this audience doesn't hesitate to spend on health and preventive products; second, if someone has managed to legalize their status, they most likely earn a significantly higher income compared to post-Soviet countries. 

Minimum hourly wage in Europe, 2021 data

Average salary statistics for the most relevant countries. Figures shown after tax deductions:

• Germany: €2,700;
• Italy: €2,100;
• Spain: €2,100;
• Baltic states: €1,000.

Compared to an average salary of €400 in Ukraine, Belarus, or Russia, the "purchasing power" of Russian-speaking Europe is roughly equivalent to that of 40–50 million residents of post-Soviet countries. This is admittedly a rough comparison, but it's important to understand the potential of this audience. 

Test Campaign Results for RU-EU

Now, let's talk specifics. First, it's worth mentioning that OMNI CPA is a direct nutra advertiser, and RU-EU is one of our top three verticals — so we know what we're talking about, and we wouldn't be developing products and building out logistics without a clear understanding of who we're doing it for. 

Second, we have an in-house media buying team that handles testing, including this audience segment. Below are the stats from several test campaigns specifically targeting RU-EU. And at this link you'll find our latest case study (January 2024) for this audience via Google Ads. 

Based on campaign results from Facebook, Google Ads, and native ads, we can highlight several key characteristics of working with this audience: 

• The audience shares the same mentality as their compatriots back home.  This means you can easily study cases from post-Soviet GEOs, spy on creatives for those same GEOs, and adopt the same approaches. There's no need to test dozens of hypotheses or dive into an unfamiliar cultural environment — the funnels and approaches are identical to what works across the post-Soviet space.
• No issues with targeting the right audience. This audience continues to use the same information sources and social media platforms. They Google in Russian, scroll their FB feed in Russian, and read websites with native ads in Russian-language content as well. All you need to do is run ads in Russian and set up broad targeting.
• Low competition. The audience, as we established above, is far from small — yet there aren't that many offers available for it. As a result, the average CPM is significantly lower than the GEO average. 
• Celebrity-based and freebie approaches perform well. While this isn't a defining feature unique to this audience, funnels built around these approaches have shown strong results. 

And it's probably worth noting that whatever converts with the Russian-speaking audience in Germany converts just as well in Spain and Italy. So there's no need to test new bundles from scratch. 

Offer payouts for ru-EU

Why Payouts for ru-EU Are Higher Than the European Average

We've smoothly arrived at yet another advantage of working with ru-EU through our affiliate network. If you look at the screenshots above, you'll notice that the payouts shown on offer cards significantly exceed average payouts even for top European GEOs. However, this isn't a fixed payout — it's the average figure across OMNI CPA partners. 

What does this mean? An offer's payout naturally depends on the partner's traffic source, buyout rate, lead validity, and volume — but in most cases, these figures are achieved because we pay our partners for upsells. If our call center manages to close your lead at a higher ticket than what's listed on the landing page, we share that profit with the webmaster. And as we established above, thanks to the audience's purchasing power and limited access to proper healthcare, clients are quite willing to go for a higher ticket. 

Below we've attached our internal statistics on payout sizes and approval rates broken down by buyer GEO: 

Thanks for reading to the end! We're currently scaling up our call center to handle leads from this audience, so we hope you're already messaging our managers to connect a few offers. Pre-landers and creatives — we'll produce them on request based on your brief. 

Pick an offer: @Dima_OmniCPA, @Emily_omni, @Yana_omni, @JaneOmni. And don't forget to follow our Telegram channel and Instagram! Current offers, GEO updates, and useful guides — it's all there. 

Register with OMNI CPA and monetize this exclusive audience alongside a direct nutra advertiser!