Brand shelf is a banner, selection of products, link and brief text description. A format combining the benefits of media and product advertisement.
- Noticeable display locations. At search result pages, above search results.
- Demonstrated to the prepared audience. To the customers searching for products at Ozon and ready for the purchase as much as possible.
- Attractive format. This is confirmed by high CTR—the average CTR is 1.8%.
- Only your products are shown. You buy an advertisement block completely.
- Proposals of other sellers will not be displayed. If a customer visits your product description page through advertisement link.
Places of demonstration #
When clicking on a product at a shelf, customer will go to product description page, and when a banner of shelf header is clicked–to the specified page, e.g., a selection of products.
Campaign settings #
Go to Advertisement page, click Create a campaign and select Brand shelf type in Media advertising block.
You will pay for every 1000 product views.
Advertisement campaigns are subject to moderation, consider the requirements.
Set up the campaign. To do this:
Step 1. Specify the title, budget and dates #
In the opened window, specify:
Specify budget restrictions:
- Budget per day—a maximum amount you are ready to spend every day on advertisement campaign. Minimum budget—500 rubles per day. If you spend less, only the spent amount will be written off from your account.
- Overall budget is a total amount you are ready to spend on advertisement campaign. When overall budget is over, display of advertisement will stop.
The budget can be changed later at the campaign page.
Click Create campaign.
Step 2. Setup the appearance of advertisement block #
At campaign's page, in Display setting block:
Upload advertisement images to be displayed at website and in mobile app of Ozon, e.g., a shop logo. Image sizes:
- web-site—549 × 549 pixels,
- mobile app—360 × 90 pixels.
Specify your brand name.
Add a link to the page with your products at Ozon and specify the link text for advertisement block. It is placed under brand name:
Text length is 50 characters maximum. To make sure that advertisement campaign passes moderation, do not use superlative forms of adjectives, e.g., "the best" or "the cheapest".
Step 3. Add products #
At campaign page, in Selection of products block, click Add product. In the opened window, select the products you wish to advertise and click Add. From 3 to 9 products can be added.
Make sure that you have sufficient amount of products added to the shelf in stock. If you have less than three of the products added to the shelf in stock, the shelf will stop being displayed.
Step 4. Add search phrases #
At campaign page, in Advertisement campaign settings block, add search phrases to be used for display of advertisement. More about working with search phrases.
Step 5. Set the rate #
The higher the rate, the higher is the probability that the product will be shown in advertisement. We recommend specifying the rate based on your advertisement budget, prices and product marginality. Rates can be changed any time, your products will start participating in an auction with new rates within 10 minutes.
Step 6. Activate an advertisement campaign. #
Check the advertisement campaign settings. The appearance of advertisement block at website and in mobile app can be viewed in Preview block.
If everything is correct, set the toggle switch to . Now your brand shelf will participate in the auction and can be displayed in advertisement blocks.
Brand shelf is selected to advertisement block every time the page is loaded. To make sure that your brand shelf gets into one of the blocks, advertisement campaign must be activated.
Rate sizes #
All amounts in the profile are specified with VAT.
Minimum rate is 300 rubles per 1000 views.
Increment is 1 ruble.
Incorrect rates get adjusted automatically. If the value:
- is less than minimum, it is raised to minimum,
- has incorrect increment, it will be rounded off downwards, e.g., 300.7 rubles will be rounded off to 300 rubles.
Search phrases #
Search phrases are the phrases to be used by buyers to search for products. They can consist of one or several words. You can set such phrases, that will initiate display of advertisement for selected products, brand, or shop section in a special block in search results and at category pages. The advertisement will be displayed, if a customer's query contains the complete phrase. Meanwhile, word forms in the phrase are automatically considered, and the query can be longer than the search phrase. For example, you have set a search phrase "refrigerator", then your product will be shown for the following queries: "refrigerators", "Bosch refrigerator", "white refrigerators" or "two-compartment refrigerator".
Prepositions are ignored in search phrases. Therefore, the phrases differing in prepositions only should not be added. For example, search phrases "spray against sore throat" and "spray for sore throat" will cover the same customer queries.
For a "Brand shelf" type advertisement campaign, search phrases can be set for individual products only.
Add search phrases #
At advertisement campaign page, go to Advertisement campaign setting section.
Enter the phrases separated by commas or in column and click Add.
Minimum phrase length is 2 characters, maximum–100 characters. Not more than 100 phrases can be specified for one product. Do not specify the word forms, e.g., "refrigerator", "refrigerator's" or "refrigerators"–they will be taken into account automatically during the search. For a "Brand shelf" type advertisement campaign, specify more common phrases to make sure your advertisement is displayed for a large number of products.
Specify the rate for each phrase.
To set the rate for several phrases simultaneously, select them and click Assign common rate:
Click Save in bottom right corner.
Verification of phrases #
Search phrases of "Brand shelf" type advertisement campaign do not pass automatic verification. Verification of phrases and other materials is performed at moderation stage.
Add negative keywords #
Advertisement can not be shown by the queries containing some works, in search results and at category pages. To do this, click Edit in Negative keywords block.
Specify the negative keywords in the opened window and click Save. Minimum word length is 2 characters, maximum word length is 100 characters. Up to 100 negative keywords can be added for one product or a group of products.
Advertisement campaign moderations #
After activation or moderation of an advertisement campaign, it passes moderation. We check that:
- All the materials meet the requirements.
- The advertisement subject corresponds to the page being advertised and search phrases.
If any errors are found, the advertisement campaign will not be activated. You will have to make corrections.
Campaign statuses #
|Ad is being displayed||Campaign is active, ad is already being displayed.|
|Scheduled||Campaign is active and passed moderation, but the campaign start date has not come yet.|
|Suspended – Draft||Campaign has been created.|
|Suspended – Suspended||Campaign is active, but either the end date has come or budget has been spent.|
|Suspended – Moderation||Campaign is active but has not passed moderation yet.|
|Suspended – Moderation has not been passed||Campaign is active but has not passed moderation. Check compliance with requirements|
|Suspended – Insufficient number of products in stock||Campaign is suspended, since required quantity of products is not available in stock (at least three products are required).|
|Inactive||You deactivated the campaign.|
|Archived||You archived the campaign.|
Deactivate the campaign #
At Advertisement page, you can view a list of all your advertisement campaign of Media advertising type.
Next to the name of active advertisement campaign, in Status column, you will see an Active tag. To stop displaying the advertisement at Ozon website and in mobile app, you can:
- Deactivate the advertisement campaign–it will become inactive. You can activate it again any time.
- Move the advertisement campaign to archive. You can activate it again only during 30 days after adding to archive. Afterwards, it will be deleted without a possibility for restoration.
To do this, click next to advertisement campaign name and select Deactivate or Archive.
How to change advertisement campaign settings #
You can change the following in advertisement campaign page status bar:
- daily budget,
- overall budget,
- number of views by one user,
- active period,
Profile contains statistics on advertisement campaigns. You can see statistics on costs and views (current day and total) in status bar of campaign's page.
Profile contains statistics on advertisement campaigns. You can download detailed reports in CSV format (available data for 12 months). To do this:
Click Download statistics at advertisement campaign's page.
In the opened window, select the period over which you wish to obtain statistics.
In Grouping field, you can specify how to group the data: by days, weeks, or months.
Click Export to CSV to generate a report.
Then click an icon with an arrow to open the Latest reports section. It stores ready reports requested by you over the current day. Click the required report file to download it to your PC.
You can view the information on displays, clicks, average rates, expenditures and CTR in the CSV file.
Explanations for some fields:
- Product price—current price (at the time when the file is being downloaded).
- Page type–display area:
- Product description page.
- Search and categories :
- Search—displays in search results based on search phrase.
- Categories—displays at the page of categories (not in search results).
- Prerequisite for display:
- Display area Search—your search phrase used for product display.
- Display area Category—name of the category in which your product was displayed.
- CTR (click-through rate)—ratio of clicks to the number of views.
We recommend noting the number of views, CTR, and orders. High CTR shows that buyers are interested in your product and that it gets clicked often. If there are not many orders or displays for such a product, this means that it falls to advertisement blocks not often enough. To correct this, we recommend increasing the rate–the product can win more auctions and will be displayed to users more often. If CTR is, on the contrary, low, we recommend reducing the rate.