Ozon is constantly improving tools for sellers, helping them improve the visibility of goods and increase sales. In this article, we will look at three main tools: “Stencils”, “Promotion in search Positions in search and categories ” and “Bringing to the top”, how they work and which one to choose.
General information for all tools
From October 7, 2024, in advertising spaces on cards, in the basket and on the payment page, buyers will first see the seller’s promoted products, and only then — competitors’ offers. If you sell outside of Russia, from August 1, your cards will be automatically promoted on all Ozon platforms, including the .by, .kz and .com zones.
Promoted cards must be relevant to the search query and category. If the product does not match the query, it will not appear in the search results even with the highest bid.
Positions in search and categories are calculated by the “Popular” filter. If the user sorts products by another filter, the positions of your card may change.
Prohibited goods for promotion on Ozone
The following types of products cannot be promoted:
- nicotine-containing products, tools and accessories Positions in search and categories for their use – hookahs, lighters, smoking pipes, etc.;
- prescription drugs;
- alcoholic beverages;
- COVID-19 tests.
Single rate indicator
Depending on the tool, payment models may vary. For “Stencils” and “Bring to the top” the CPC (per click) model is used, and for “Search promotion” – CPO (per order).
Product cards promoted using different tools can simultaneously job function email database compete for the same positions. However, it is impossible to directly compare such bids. To determine the winner, all bids in the auction are converted into one indicator – CPM (cost per 1000 impressions). The system predicts CTR (click-through rate) for pay-per-click bids and conversion to sales for pay-per-order bids. This allows you to choose a winner based on a single criterion.
Example of CPM calculation
Competitive rate
In the manual strategy, the bids are set by the advertiser. makes products for other companies To win the auction and get a favorable position, you need to focus on the competitive bid. Its values will be visible when setting up the campaign if you choose the manual strategy.
The competitive bid is the median of all bids. 50% of competitors have lower bids, and the other half have higher bids. It is recommended to set a bid no lower than the competitive bid.
Remember that advertising rates are dynamic and depend on the level of competition. During holidays and sales, they can increase significantly, as the number of advertisers competing for the attention of buyers increases.
Now let’s move on to analyzing the main tools – Stencils, Search Promotion and Bringing to the Top.
Stencils
Stencils are a universal pay-per-click tool that automatically selects product display locations on the Ozon website and app. Suitable for promoting all products, including new ones.
According to marketplace statistics for the first quarter afghanistan business directory of 2024, stencils help increase reach by an average of 8 times, the number of additions to the cart by 5.6 times, and orders by 3.3 times.
The tool helps to solve several problems:
- Increase your audience reach.
- To attract attention to new products and promotional items.
- Increase the number of clicks and orders.
Where are the cards shown?
Products may be displayed:
- In the first 12 positions in Ozon search results.
- Below are the 12th position, in categories, as well as in promotional product selections.
- In recommendation blocks in product cards,Positions in search and categories the shopping cart and on the payment page, on the order page on the Ozon website and among reviews and questions in the mobile application.