Product Advertising

Table of Content

This article covers advertising your products on category pages, PDPs and in the search results. You will pay for every 1000 product impressions or clicks.

To set up your campaign, go to the Advertisement page and click on Create campaign in the Product advertisement block.

Setting up a campaign #

For a Products advertisement type campaign, specify the following:

  • Campaign name.

  • Location:

  • Daily budget: how much you are ready to spend on advertising per day. By default, there is no limit. The minimum budget is 500 rubles per day. If less money is spent on advertising in a day than specified in the budget, you will only be charged the actual amount spent.

  • The budget is spent uniformly throughout the day. If the budget amount and the additional amount will be insufficient for continuous impressions throughout a day, we will automatically suspend them. There is a minor delay between the time of product impression and the time when the money is charged for it. Therefore, there may be some budget overrun, up to 10% of your daily budget. We recommend setting the budget a little lower than what you are ready to spend per day. The budget can be changed later on the campaign page.

  • Active dates.

Deactivate advertising #

On the Advertisement page, you can view a list of all your advertising campaigns.

Next to the name of an active advertising campaign, in the Status column, you will see an Active tag. To stop displaying the advertisement on the Ozon website and in the mobile app, you can:

  • Deactivate the advertising campaign; it will become inactive. You can reactivate it at any time.
  • Archive the advertising campaign. You can reactivate it only within 30 days after archiving. After that, it will be deleted permanently.

To do this, click on next to the advertising campaign name and select Deactivate or Archive.

Statistics #

Statistics for your advertising campaigns are available in your profile. You can download detailed reports in CSV format. The data is available for a 12-month period. To get a report:

  1. Click on the Download statistics button on the advertising campaign page.
  2. In the newly opened window, use the calendar to select the period for which you wish to get statistics.
  3. In the Grouping field, you can specify whether to group the data by days, weeks, or months.
  4. Click on Export to CSV to generate a report.
  5. Then, click the arrow icon to open the Latest reports section. It contains completed reports requested by you over the current day. Click on the desired report file to download it to your PC.

In the CSV file, you can view information on views, clicks, CTR, orders and model orders, advertisement expenses and revenues. In the report, you can view the data as far as impression conditions: categories or search phrases. Learn more about what to do if the CSV file opens incorrectly.

Explanations for certain fields:

  • Product price: the current price–at the time when the file is being downloaded.

  • Page type: the impression location:

    • Product description page.

    • Search and categories:

      • Search: impressions in search results based on search phrases.
      • Categories: impressions on category pages, not in search results.
    • Other impressions in other places we test when conducting experiments, e.g. in the cart.

  • Impression conditions:

    • Search impression location: your search phrase used for the product impression.
    • Category impression location: name of the category in which your product was shown.
  • CTR (click-through rate): the ratio of the number of clicks to the number of displays–for advertising on the PDP and in category search.

  • Average rate per click/per 1000 views: the arithmetic mean of all rates.

  • Orders: the number of products sold through advertising. A product is considered sold through advertising, if a customer purchased it:

    • For advertising on PDPs and in category search: within 3 days after it has been shown to the customer.
    • For promotion in the catalog: within 3 days after a customer clicks on the PDP.
  • Model orders: orders of the same product but of a different version or model. For example, a customer followed a link for a size 42 dress, but bought a size 44 dress. An order gets into the report if the customer bought another model of this product within 3 days after the product has been shown to them.

  • Expenses: costs on advertising this Product ID during the reporting period; represents the total amount of all winning bets.

  • Revenue and Revenue from model orders: the total cost of ordered products. The price at which the product was sold can be lower than its price on Ozon, for example, if a customer has an Ozon Premium subscription.

We recommend paying attention to the number of views, CTR and orders. A high CTR shows that buyers are interested in your product, and it gets clicked on often. If such a product has a low number of orders or impressions, this means it gets to advertisement blocks insufficiently often. To correct this, we recommend increasing the rate. This way, the product will win more auctions and be shown to users more often. If, conversely, the CTR is low, we recommend reducing the rate. CTR also affects the probability of advertisement impression with payment per clicks.

What to do if a CSV file opens incorrectly #

Sometimes, a CSV file can open incorrectly in Excel due to an encoding mismatch. In such cases, use the Import data from text option in Excel. The program will then automatically define the encoding type, and the file will open correctly. To get a report:

  1. Create a new Excel document.
  2. Go to the Data → Data import → From text tab.
  3. Select the downloaded file with statistics.
  4. Select the Delimited data format and click on Next.
  5. Select Semicolon as a delimiter and save the resulting file that can be edited in Excel.

Webinars #