Products are promoted via VCG auction. The campaign can be set up in a few minutes, choosing manual bid management or an automatic
strategy.
The tool has an addition – the ability to pin a review to the card for free for the entire duration of the promotion. If the product does not have
a pinned review, the system will automatically select the most useful one (5 stars, more than 50 characters) and pin it to the card. If the
buyer deletes or changes the review, the system will automatically select another one. If the advertiser does not like the review selected by
The advertiser pays for the system, he can pin his own version.
Pinned review in the product card on Ozon
After the campaign ends, the pinned review is unpinned. You will be able to use this feature again, but without an active “Bring to the Top” campaign, the service will be paid.
Payment for reaching the topThe advertiser pays for
The advertiser pays for clicks on the card; from October 17, 2024, the minimum rate is 10 rubles.
The minimum weekly budget for manual bid management and automatic strategy is the same – 7,000 rubles. As in stencil campaigns, the algorithm can spend up to 25% of the weekly budget in one day, except for cases when the campaign was stopped and then re-enabled.
Which tool to choose for promotion on Ozone
The choice of tool depends on the promotion goals, the product and the budget you have. Let’s consider the main pros and cons of each option.
“Search promotion”
Pros
- It is considered the least risky, as you only pay for completed orders.
- Cards will be shown not only in search results, but also on category pages and template places, which significantly increases coverage.
Cons
- Not suitable for new products, as the promoted product must have at least one sale in the last 14 days.
- High service fees, for some categories the minimum rate for search engine promotion reaches 20-22%. This cost will have to be included in the price of the product.
“Bringing to the top”
Pros
- Suitable for any products. You can use it to sell off leftovers from the warehouse or promote new products.
- Allows you to quickly bring your card to the top and get clients.
Cons
- Pay per click, so before launching a campaign, it is important to buy phone number list properly optimize the card so as not to waste your budget.
- The minimum weekly budget is 7,000 rubles, regardless of the chosen betting strategy.
- Expensive click rates, as a large number of advertisers compete for top spots.
“Stencils”
Pros
- Provide high coverage, as cards are shown in search, categories, on recommended shelves, on the order page, basket, in questions and reviews.
- Promotion of new products that have not yet been sold is available.
- The rates are often not as high as for “Top Ranking” and “Search Promotion”, although it all depends on the category and competition.
- You can start with a weekly budget of 3,500 rubles network-by-network strategies – this is the minimum amount for a manual management strategy.
Cons
- Pay per click. If the card is not optimized and does not have a single review, you can waste your budget.
- With a small budget, there may be low coverage and, consequently, few sales.
Let’s look at some examples
Example 1. The seller has added a new product to the assortment, which has not yet had a single sale. Search promotion is not yet available for him, but he can choose Stencils or Bring to the top. He chooses the second option, quickly gets the first sales and reviews, and then connects “Search promotion” with payment for orders.
Example 2. The card already has reviews and sales, but the rates for “Search promotion” and “Top promotion” are too high, so the seller cannot include them in the price of usa b2b list the product. In this case, you can consider “Stencils”. If the rate is not enough to show in the search results, it may be enough to place the card on the recommended shelves, which will also provide additional coverage.
Combine tools and develop a promotion strategy on Ozon depending on the type of product, budget and competition in the niche.
