The e-commerce market is developing by Promotion on Ozon leaps and bounds: consumers prefer online shopping, and this is not surprising.
Such popularity of online platforms has led to. A fierce competition on them: not only dreamers who want to “buy for 500, sell for 1000” trade . Athere, but also representatives of large, small and medium-sized businesses.
In such a reality, it is not . A enough to simply engineering directors email lists purchase a product and put it on the site: it is necessary to invest resources in promotion in order to bypass competitors and even just launch sales.
Olga Bogdanova, head of the Marketplace Completo unit , told us what promotion tools exist on Ozon in principle, and which of them are the most effective.
Important: the list of Ozon advertising tools is current as of May 2024.
Basic criteria for ranking a product in search
Products uploaded to the marketplace are indexed by its algorithm and placed in a certain position in the search results, depending on certain what are subdomains and how do they affect seo criteria of the site.
And no one guarantees that they will even get to the first page, but 87% of all orders are made on it .
These criteria are identical on all sites, only their influence may differ. So, they affect the position of the product in the search results
- price;
- delivery time;
- match the search query;
- rating;
- product conversions and sales;
- number of reviews;
- participation in promotions;
- sales and conversions;
- content rating.
Of course, a lot also depends on what product united kingdom data the seller has chosen to sell on the marketplace.
First of all, it must be in demand and profitable . If there is no demand, then there will be no sales, respectively.
Only if both the card and the product meet all the necessary factors, we recommend moving on to paid promotion.
Advertising on Ozon: types and important nuances
But Ozon has a whole “Promotion” block with different types of advertising and tools that should, one way or another, contribute to increasing sales of goods.
In addition, the seller can agree on individual promotion methods. For example, connect some additional service for retargeting users who visited the product card.
But we can say that the built-in tools are quite sufficient, especially for a beginner.
Let’s look at them in more detail.
Stencils
This tool is needed to collect impressions on the product card. According to Ozon, it helps to increase the reach by an average of 8 times .
In this case, payment is made for clicks, according to the CTR system (conversion, the user’s transition to the product card).
By creating such a campaign, the seller manually sets the bid, and his card is displayed on the search results page, in the catalog, product card, basket, promotional selection, recommendations, etc.
Initially, Ozon took payment for impressions using this mechanic, but it was ineffective, and at some point the popularity of stencils dropped significantly. Many sellers said that the tool does not work and only helps to “drain” the budget.
After introducing pay per click, the effectiveness of Stencils increased: conversions improved, the share of advertising costs became acceptable.
For example, by March 8, one of our Clients launched campaigns for products that users could choose as a gift for the holiday. The share of advertising costs was 14-16% within the advertising campaign, and significantly less from the turnover (in a circular manner).
In this case, the launch was effective, the costs were acceptable, since they were initially included in the cost of the product.