Stencils is a product promotion tool. Using it, you can:

• increase the PDP reach by an average of 3.2 times according to Ozon data for the first half of 2023;
• show products to potential customers more often;
• highlight your products.

Promotions are displayed:

• On the search result and category pages, as well as in the promotional collections of products.
• 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.
• On recommendation shelves:
  • in PDPs;
  • in the cart;
  • on the order page on the website;
  • after order payment;
  • in reviews and questions in the app.
• On the top 4 places in the search results.

To launch a promotion on top positions in search results, create a separate stencils “Get to the Top” campaign starting January 30, 2024.

You can create a regular campaign or “Getting to the top” campaign.

Launch a promotion using stencils #

If you run into debt, we’ll suspend access to promotion tools and resume it when the balance is in surplus.

How to check your balance

Step 1. Create a campaign and add products #

1. In the Product Promotion → Stencils section, click Create campaign.

   

2. Enter the company name.

3. Select the payment model:

   • Per impressions: you pay for 1,000 impressions. It’s available for regular campaigns.
   • Per clicks: you pay for each click on the product in the selected position. It’s available for regular and “Getting to the TOP” campaigns. We automatically enable “Getting to the TOP” if you select payment per clicks and have products suitable for this campaign.

4. We automatically enable the Auto-strategy. The system takes into account the competition in the category and changes the rate to show the product as often as possible within the daily budget.

   To monitor and change the rate manually, disable the auto-strategy. You can change the rate management strategy after launching the campaign.
   Learn more about editing campaigns

5. Click Add products. Select the products manually or add a list of article codes or IDs.

• Manually
• Via list

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1. Select the products you want to add to the campaign.
   
   Search products by Ozon ID or name. You can filter the list by category, brand, warehouse, and price.

   If you launch the “Getting to the TOP” campaign, the system prompts you products for promotion. The system selects the products with the greatest text relevance for at least one customer query. The more fields and attributes of the PDP match the customer query, the higher the rate.
   

2. Click Add products.

Learn more about Ozon search principles
Learn more about products that can’t be promoted

1. Enable the List mode and enter the product IDs or article codes.
   

   You can copy the list from the product report in the Products and prices → Product list.

2. Click Add products.

6. Set a daily budget for your campaign:

   • for auto-strategy: at least 550 rubles for a regular campaign and 1,000 rubles for the “Getting to the TOP” campaign;
   • for manual rate management: at least 1,000 rubles.

   The system prompts the minimum budget for the amount of products you have. Use it to make your promotion effective.

7. Specify the campaign period.

8. Click Launch.

   

Step 2. Specify the rate #

Skip this step if you use Auto-strategy. You can’t change the automatically assigned rates.

We’ll 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.

Minimal rate with pay-per-click payment model is determined by by product category and subcategory. You’ll see the current minimum rate when setting up a promotion in your personal account.

The amounts are indicated with VAT. You can change the value at any time: after making changes, new rates will apply within 3 hours.

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.

How to select a rate

How to manage campaign #

Available impressions metric #

The higher the rate, the more likely the customers will see your products in the highlighted positions. This way you’ll get first impressions faster. The real rate may be lower: the system will calculate the appropriate one depending on the display position and competitors' rates. It won’t be higher than the one you’ve set.

Besides the set rate, we take into account the PDP quality and other factors that affect the position in the search.

When you set up a rate for a product, we show an indicator of available impressions for campaigns that have auto-strategy disabled. You’ll see what share of impressions the product may get at a given rate. The value is taken for all impressions in the Stencils for the last 7 days.

To find the right number of impressions for your product, move the slider on the metric scale or change the rate in the Rate per 1000 impressions column.

The icon shows the competitive rate value. It can be offset to one side or the other, depending on the actual rates of other sellers in the auction.

Ozon won’t be able to calculate impressions if there is insufficient data. For example, if the category promotes few products or most of the impressions have the same rate.

Daily budget #

This is the maximum amount you are ready to spend on a campaign per day.

If the budget is overspent, Ozon will make adjustments the next day. You only pay the amount that you’ve set in the campaign. The impressions collected by the campaign will be preserved. Overspending is marked with a “-” sign in the product promotion report in the Adjustment field.

Campaigns that get fewer impressions than they could are marked with the icon. We’ll compare the performance of such campaigns with the results and expenses of competitors and suggest an optimal budget and forecast.

To view the optimal budget, hover your cursor over the daily budget value next to :

• in the Promotion → Stencils section in the Daily budget column for the necessary campaign;
• on the panel under the campaign name.

To increase your budget, click Set.

Auto-strategy #

If you don’t want to monitor the rates, enable the auto-strategy. The system changes rates automatically, taking into account competition in the category, so that the product is shown as often as possible within the daily budget. The auto-strategy is suitable for new sellers and those who don’t want to monitor the competition and number of orders.

The minimal daily budget for the auto-strategy is at least 550 rubles for a regular campaign and 1,000 rubles for the “Getting to the TOP” campaign. According to Ozon data for 2023, the share of advertising expenses in regular campaigns with auto-strategy enabled is 22% lower than in campaigns with manual rate management.

Edit or disable campaign #

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

• Rename the campaign: click next to the name.
• Disable the campaign: click .
• Change the campaign start day: click the date in the Period field.
• Change the daily budget: click the amount and specify a different value. The data will be updated within 10 minutes.
• Change the rate management method: enable or disable the auto-strategy.
• 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 the auto-strategy is disabled: select them and click Set rate at the bottom of the screen.

View statistics on stencils #

On the campaign page

In the Product promotion → Stencils section you can view period statistics for each product in the campaign:

• Orders: the number of sales for the product participating in the promotion. Ozon includes the product in the promotion campaign if it’s purchased within 3 days after the display.

• Expense: the costs of promoting this product for the selected period. The amount under the sum shows the share of costs for this product within the campaign.

• Reach, %: the share of customers who saw the product out of all the audience you could reach.
  

  Learn more about the metric values

• Impressions: the number of product displays at all stencil positions.

• Clicks: the number of clicks on the PDP.

• CTR (click-through rate): the ratio of the number of clicks to the number of impressions.

You can find more details in the CSV report.

In the CSV report

You can view 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 campaign page.

2. Select the period and the data grouping method: by day, week, or month.

3. Click Download CSV.

4. Click the icon. You’ll see the Completed reports section. It contains the generated reports that you’ve requested for the current day.

   

5. Click the file to download it.

Data 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 the PDP that participates in the promotion.
• 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 PDP of the promoted product.
• 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.

On the “Analytics” tab

To view the analytics:

1. In the Product promotion → Stencils section, go to the Analytics tab.
2. Select the promotion type.
3. Select a time period up to 90 days.
4. Select the products or product categories for which you want to view the data.

The graph displays data for the selected period. To view graphs for other metrics, switch between tabs.

• Expense
• Sales
• Advetising-to-Sales Ratio
• CTR
• Order total

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Click the value to see it on the graph:

• Expense: the cost of promoting the products.
• Expenses share in turnover: the percentage of promotion expenses to the total sales amount.

Click the value to see it on the graph:

• Sales: the total sales amount in rubles.
• Orders: the number of sold products with an activated promotion.

Click the value to see it on the graph:

• Advetising-to-Sales Ratio: the percentage of promotion expenses to the total sales amount.
• Sales: the total sales amount in rubles.
• Expense: product promotion expenses.

Click the value to see it on the graph:

• CTR (click-through rate): the ratio of the number of clicks to the number of impressions.
• Impressions: the number of impressions of the promoted product.
• Clicks: the number of clicks on the promoted product.

Click the value to see it on the graph:

• Order total: the average cost of promoting one order. It’s calculated by the formula: Order total = Promotion сost / Number of orders
• Cost per click: the cost of each click on the promoted product. It’s calculated by the formula: Cost per click = Promotion cost / Number of clicks

Improve the metrics #

• Use video covers. Instead of the main photo, you can add a short video to the PDP. If the product has won the auction, we’ll show the video on the search results and categories pages:

  • the video plays automatically if the card is at least 30% visible;
  • the video plays without sound for the first 8 seconds, then the main photo is displayed.

  Once uploaded, the video cover goes through moderation. It may take some time. Therefore, we recommend activating the campaign after the video cover appears in the PDP.
  Learn more about uploading video covers

• Use other promotion tools as well.

• Keep an eye on the “Reach” metric: it shows the percentage of customers who saw your promoted products out of all the potential audience. The metric considers all cases when there was a chance to show your products to customers, and the number of real impressions. The higher the value, the more likely the customers buy the product. The metric is updated daily.

Metric values

You can view your “Reach” score:

• On the Promotion → Stencils page in the Reach, % column. The metric is calculated for all products in each campaign for the selected period. You can download the data in XLSX format.

• On the campaign management page by each product for the last 24 hours. Products inside the campaign that have a reach of less than 5% are marked with the icon.

Only for campaigns with auto-strategy disabled.

Improve the metric

• Take a closer look at your PDP to understand how attractive it can be for your customers. If it’s flawed, reach values may be low.

• For campaigns with low score:

  • if the rates are set manually, raise the rates to get impressions faster and increase the daily budget to collect more impressions;
  • if auto-strategy is enabled, increase the daily budget to get more impressions.

How to pay for a campaign #

You don’t have to replenish the budget for promotion campaigns in advance. We withdraw campaign expenses once a month. You can pay for Stencils with bonuses. You can view all expenses:

• in your personal account in promotion reports;
• in the Finance → Accruals → Additional services section;
• in the completion report that is formed within the first five business days of the month, but no later than the 8th calendar day of the month.