Stencils is a product promotion tool. You pay only for clicks when customers open your PDP from the promotional position.

With stencils, 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 results and category pages, as well as in the promotional collections of products.
• 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 12 positions in search results, categories, and on the pages of promotional product selections.

Launch 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

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

   

2. Enter the campaign name.

3. 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 managing campaigns

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

• Manually
• Via list

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.

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 weekly budget:

   • from 3,500 rubles for a campaign with an auto-strategy enabled;
   • from 7,000 rubles for a campaign with manual rate management.

   You’ll see the recommended minimum budget for the amount of products you have. To make your promotion effective, set the value to at least the recommended one.

   Learn more about the weekly budget

7. Specify the campaign period.

8. Click Launch.

   

Specify rate #

If the auto-strategy is enabled, you can’t change the rates. They’re set and adjusted automatically for each search query so that the product gets more clicks.

We’ll automatically set competitive rates for your products as soon as you add them to your campaign. To change them, 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.

Minimum rate with pay-per-click payment model is determined 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, based on the statistics of competitors' rates for the previous three days.

Learn more about choosing a rate and budget

Manage campaign #

Choose rate and budget #

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.

Weekly budget #

This is the amount you pay for promotion in 7 days. The period begins with the weekday when the campaign was created. You can’t set a random interval, even if you stop and restart the promotion in the middle or at the end of the period. For example, if you create a campaign on Wednesday, the budget will be spent until next Tuesday inclusive.

On the Promotion → Stencils page, click the budget amount for each campaign to view:

• the beginning and end days of the paid period;
• the amount spent;
• the balance of the budget and days in the current period.

Minimum weekly budget:

• 3,500 rubles for a campaign with an auto-strategy enabled;
• 7,000 rubles for a campaign with manual rate management.

The daily expense depends on the product demand, but doesn’t exceed 25% of the weekly budget, even if the campaign is running continuously. If you pause the promotion at the beginning or middle of its period and then restart it on the last day, the entire balance of the weekly budget may be spent.

Spending per day in campaigns with an auto-strategy can reach up to 50% of the remaining weekly budget, and the rates can be higher than average if you:

• pause and then restart promotion in an auto-strategy campaign in the middle or end of the period;
• change the strategy from manual rates to an auto-strategy in an already launched campaign.

To spend the budget more slowly, change the strategy at the beginning or at the end of the weekly period.

If the budget is spent in 7 days, we’ll pause the promotion until the beginning of a new period—the weekday when it was launched. If you don’t want to wait for next week, you can increase the campaign budget to extend it.

Sometimes the budget can be overspent. In this case, we adjust it at the end of the one-week period so you pay only the amount you’ve set in the campaign. The impressions collected in the campaign are preserved. The overspend amount is marked with a “-” sign in the product promotion report in the Adjustment field.

Learn more about downloading the report

Campaigns that get fewer impressions than they could are marked with the yellow triangle next to their budget.

Change weekly budget #

You can decrease or increase the weekly budget at any time. To do this:

1. Go to the Promotion → Stencils section.
2. In the campaign row, click the amount in the Budget column.
3. Enter a new value and click Edit. The weekly budget is recalculated based on the amount spent.

Example

Your weekly budget is 10,000 rubles. You launch a campaign with an auto-strategy enabled on Wednesday and by Saturday you spend 4,000 rubles on promotion. The remaining budget until next Tuesday is 6,000 rubles. You can:

• increase the budget balance up to 8,000 rubles: to do this, you need to increase the budget to 12,000 rubles;
• decrease the budget to 5,000 rubles, so from Saturday to Tuesday we’ll spend the remaining 1,000 rubles on promotion and stop the campaign until Wednesday;
• decrease the budget to 3,500 rubles, so after changing the budget, we’ll pause the campaign until next Wednesday.

Daily budget #

From August 5 to August 9, 2024, all campaigns with the daily budget are switching to the weekly one:

• the budget increases 7 times to equal the weekly budget;
• the beginning of the one-week period is the day when the campaign switches to the weekly budget;
• you can’t restore campaigns with the daily budget from the archive.

Learn more about the weekly budget

The daily budget is the maximum amount that you’re ready to spend on a campaign per day.

If the budget is overspent, Ozon makes 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.

Learn more about the report

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.

Calculate daily budget #

When calculating the daily budget, take into account:

• the number of products in your campaign;
• the average product rate you’ve set;
• CTR: the average ratio of the number of clicks to the number of impressions;
• CR: the conversion to order;
• the number of orders you expect to get for each product per day.

Select the payment type to see how the daily budget is calculated.

Pay-per-click

Data for calculation:

• 10 products in the campaign;
• the average product rate is 5 rubles per click;
• CTR is 2%;
• CR is 4%;
• you expect to get at least 5 orders of each product per 24 hours.

With 4% CR, you need to get 25 clicks per one order.

To get 5 orders for each of 10 products, use the formula: number of clicks × average product rate × expected number of orders × number of products in the campaign.

Daily budget equals to 25 x 5 x 5 x 10 = 6250 rubles.

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 weekly budget. The auto-strategy is suitable for new sellers and those who don’t want to monitor the competition and number of orders.

According to Ozon data for 2023, the share of promotional expenses in campaigns with enabled auto-strategy is 22% lower than in campaigns with manual rate management.

Minimum budget

You can track the campaign effectiveness 3–4 days after enabling the auto-strategy. It takes time for the algorithm to find the suitable rate for your product, depending on its placement. Therefore, in the first few days, the budget may not be fully used.

Edit or disable campaign #

In the Promotion → Stencils section, open the campaign. 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 weekly 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 next to the product.
• Remove 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 CSV report
• On the «Analytics» tab

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 10 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: the ratio of the number of clicks to the number of impressions.

You can find more details 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 in the last 24 hours.
5. Click the file.

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. The ratio of the number of clicks to the number of impressions.
• Orders. The number of products ordered by customers within 10 days after viewing the PDP of the promoted product.
• Model orders. Orders of another product variant within 10 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.

To view the analytics:

1. In the Product promotion → Stencils section, go to the Analytics tab.
2. In the Promotion type field, select Stencils: clicks.
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”

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.

  

“Sales”

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.

  

“Advetising-to-Sales Ratio”

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.

  

“CTR”

Click the value to see it on the graph:

• CTR: 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.

  

“Order total”

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 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

  Reach	Value
  Below 5%	Low score: reach is below average
  From 5 to 12%	Optimal score
  12% and above	High score: reach is above average

  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.

Pay for 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.