Table of Content

Stencils are a tool that allows to automatically set up ads in search, categories, and on product description pages. Promotional offers are displayed:

  • On the search result pages and category pages, as well as in the promotional collections of products. Advertising positions can be highlighted with a colored background.

We are looking for more effective options for stencils to display products in the catalog and search results to increase the PDP view rate. Therefore, we launched an experiment started on March 1. We’ll show promoted products for some customers:

  • on the familiar purple background;
  • with a lighting label under the product name;
  • without the background and label.

We’ll monitor how customers react to the new display of products. The results of the experiment will be reported additionally.

  • On the third and subsequent search results pages: in the block above the search results on the website or in the Sponsor product block in the mobile app.

  • In recommendation shelves:

    • in PDPs;
    • in the cart;
    • on the order page on the website;
    • after order payment;
    • in reviews and questions in the app.
  • For some customers: in the Возможно вам понравится (You may like) section on the main screen in the app.

Search phrases, categories, and product description pages on which the product advertising will be shown are selected automatically.

How video covers work with stencils #

Instead of the main photo, you can add a short video to the PDP. If the product has a promotion with stencils, Ozon will show a video cover on the search results and categories pages:

  • the video plays automatically if the PDP is visible by at least 30%;
  • the first 8 seconds of the video are played without sound, after that the main photo is displayed.

According to our data, customers open PDPs with video covers 24% more often.

Video cover requirements #

Presentation with detailed recommendations

How to launch a promotion using stencils #

Step 1. Create an advertising campaign #

  1. Open the Advertising → Product advertising section, click Create a campaign and select Stencils.

  2. Come up with a campaign name that will help you navigate the list quickly.

  3. Select the payment type:

    • per impressions,
    • per clicks.
  4. Choose a strategy:

    • Maximum coverage: the rate is assigned automatically. The system takes into account the competition in the category and changes the rate so that the product is shown to customers as often as possible within the daily campaign budget.
    • Impressions at a fixed price: the rate is set manually and can be changed at any time. If you choose pay-per-clicks, only this strategy will be available.
    You can’t change the strategy for already created campaigns.
  5. Set a daily budget of at least 550 rubles. By default, the budget is distributed evenly.

  6. Specify the campaign dates.

  7. Turn on Add products automatically, select the product category and set up filters:

    • brand,
    • price,
    • warehouse type,
    • product status.

    We’ll automatically add up to 5000 products according to your configuration, and we’ll also add new products to the campaign within that category. You will see the number of products that will be added to the campaign in the field below.

    If there are more than 5000 items in one category, you need to create a new campaign and add products there manually. For the “Maximum coverage” strategy the category selection is mandatory.
  8. Click Create campaign.

Step 2. Add products #

To make your ads more effective, we recommend merging product models into one card, so that customers who
click on the ad will see all the options available in your store. How to merge products into one PDP.

Step 3. Specify the rate #

Setting the rate amount is possible only for the “Fixed price impressions”.

We will automatically set competitive rates for your products as soon as you add them to your campaign. To set your own rates, go to Promotion → Stencils and open the campaign you need to adjust. Change the rate:

  • for one product—set the necessary value in the Rate column;
  • for multiple products—select products, click Set a rate, and specify the rate.
Payment model Strategy Minimal rate
Per clicks “Fixed price” 2 rubles per 1 click
Per impressions “Fixed price” 1 ruble per 1000 impressions
Per impressions “Maximum coverage” Automatic

The amounts are indicated with VAT. You can change the value at any time: after making changes, new rates will apply within 10 minutes.

The Competitive rate column displays the rate with which you can get up to 50% of all possible impressions or clicks, based on the statistics of competitors' rates for the previous three days.

Step 4. Enable your advertising campaign #

Check your ad campaign settings and launch it. Your products will start participating in the auction.

You can disable ads at any time.

In case of debt, we will suspend access to stencils and resume it as soon as you have at least 30,000 rubles on your account.

Even budget distribution #

By default, the system distributes the campaign budget evenly for 24 hours. Impressions may stop earlier if the campaign involves a lot of products or has high rates and low budget.

You can disable even distribution when creating a campaign or after creation in the Promotion → Stencils section:

  1. Open the campaign and click the daily budget.
  2. Disable the Distribute evenly throughout the day feature.
  3. Click Apply.
After disabling the even distribution, the daily budget may run out in the first hours of the campaign.

How to view statistics for an advertising campaign #

You can find statistics on expenses and impressions on the panel under the campaign name or in a detailed report. To download the report:

  1. Click Download statistics on the advertising campaign page.
  2. Select the necessary period and the data grouping method: by day, by week, or by month.
  3. Click Export to CSV.
  4. Click the icon. In the Completed reports section you’ll find ready-made reports that you requested for the current day.
  5. To download a file, click on it.

What data will be in the report #

  • SKU and product name.
  • Product price. The product cost at the moment the report is generated.
  • Impressions. The total number of your product impressions in search, categories, and on product description pages.
  • Clicks. The total number of clicks on your product description page received via advertising.
  • CTR (click-through rate). The ratio of the number of clicks to the number of impressions.
  • Average rate per 1000 impressions. The arithmetic mean of all the rate that you specified for this product during the report period.
  • Orders. The number of products ordered by customers within 3 days after viewing the advertisement.
  • Model orders. Orders of another product variant within 3 days after viewing the advertisement. For example, a user followed a link to a size 42 dress and bought a size 44 dress.
  • Revenue. The cost of all orders for a specific product in the campaign.
  • Revenue from model orders. The cost of all product orders of a certain variation or model.
If you added a blue dress to the campaign at a price of 1000 rubles, and customers purchased from you 10 same dresses of another color, you’ll see “0” in the Revenue field, and 10 000 rubles in the Revenue from model orders field. To estimate how much profit each individual product made, sum the values from the Revenue and Revenue from model orders fields.

We take the price at which the customer purchased the product into account when calculating revenue. It may be lower than the price you set if the customer purchased the product under the promotion or used points to pay.

How to change an advertising campaign #

Open the campaign in the Promotion → Stencils section. You can:

  • Rename the campaign: click next to the name.
  • Change the campaign start day: click the date in the Period field.
  • Change the daily budget: click the amount, specify a different value, or enable event distribution.
  • Remove the product from the campaign: click opposite the product.
  • Delete several products: select them and click Delete at the bottom of the screen.
  • Set a general rate for products if you use the “Fixed price” strategy: select them and click Set rate at the bottom of the screen.