A product can appear simultaneously in several advertising positions, for example, in the top of the search results and on the recommended shelves. You cannot select placements; they are automatically determined by the system algorithm depending on the bid, relevance to the request, The stencil campaign works and other factors.
How do stencils work on OzoneThe stencil campaign works
The stencil campaign works on the principle of a real-time auction, where the highest bid wins. Two models are used in the calculations:
- VCG auction — is used for the first 12 positions of search results. The advertiser pays according to his bid only for the additional volume of traffic relative to the competitor in the positions below.
Example . An advertiser received 200
clicks at 10 rubles, and a competitor in a lower position received 150 clicks at 9 rubles. The first advertiser will pay at a rate of 10 rubles only for 50 clicks out of 200 – this is additional traffic relative to the competitor. He will pay for 150 clicks at the rate of the competitor in a lower position – at 9 rubles.
- First Price Auction – used for all other ad spaces. If the advertiser wins, they pay the bid they specify for a click on the card.
Example : Your bid was 20 rubles per click, and your competitor’s was 15. All other things being equal, the highest bid wins – 20 rubles. Your card will take a higher position, and 20 rubles will be charged per click.
The auction type is determined automatically depending on where the algorithm decides to place the card.
Payment for stencilsThe stencil campaign works
You pay only for clicks. From October 17, 2024, the minimum industry email list bid increased from 3 to 7 rubles per click. The minimum bid in the categories “Books”, “Shoes” and “Clothing” for newborns, “Creativity and Hobbies” for children and adults was reduced to 1 ruble. You can find a more detailed list of preferential categories at the link . The bid per click for products from other categories can be seen at the campaign setup stage in the Ozon account.
Advertisers have two bid management strategies available:
- Auto strategy . The algorithm automatically calculates rates to ensure maximum clicks at minimum costs. Calculations are updated every hour. The strategy is selected by default when setting up a campaign. The minimum weekly budget is 3,500 rubles.
- Manual control . The advertiser monitors competitors’ the birth of the Internet public relation rates in the Ozon account and sets his own. It is advisable to update rates at least once a day, or better yet, more often. New values come into effect within three hours after the change. The minimum weekly budget is 7,000 rubles.
The strategy can be changed even for active campaigns, the main thing is to comply with the minimum budget requirement.
The billing period for a campaign is 7 days, starting fromThe stencil campaign works the moment it is launched. For example, if a campaign starts on Wednesday, the billing period will end on Tuesday and a new one will start on the following Wednesday.
The algorithm spends no more than 25% of the weekly budget per day, but there is an exception. If the campaign was paused and then resumed, the remaining amount is redistributed, and more than 25% can be spent in the first 24 hours after resumption.
Search engine promotion
Search promotion is a tool that helps you improve the afghanistan business directory position of your products in Ozon search results. When a buyer enters a search query or goes to a category, the system shows them relevant products. Search promotion helps raise a card to a higher position than it could take in organic search results. The tool is considered risk-free, since payment is only for the target action — ordering a product.