Video summary

Реклама на Озон! Как настроить рекламу на OZON? Продвижение Озон!

Main summary

Key takeaways

Business

Business summary: How to set up and optimize Ozon ads (step-by-step playbook)

1) Start with goals → pick a promotion strategy → build the sales funnel

  • Goal definition (required first): choose what success means, e.g. net profit, top search position reach, or brand/product recognition.
  • Promotion strategy (required after goals): choose an approach that achieves maximum ad effectiveness with minimal costs.
  • Sales funnel readiness (required before ads): ads won’t perform well without conversion fundamentals.

The seller highlights 4 card/funnel components that “fill ~80% of the card” and enable ad launch:

- **Infographics** — clear answers to customer questions  
- **Price** — competitive  
- **SEO** — keyword relevance + correct product/warehouse placement to reduce delivery time  
- **Delivery speed** — via warehouse distribution

Action rule: if the offer/cards are new or underdeveloped → finish funnel optimization first, then start ads.

2) Ad campaign setup: use Search + Search+Recommendations, test fast, adjust bids

Tools / placements

  • Search ads: appear in Ozon search results.
  • Search + recommendations ads: appear in more places than search, including:
    • recommended shelves on the main page
    • checkout page
    • shopping cart

Bid strategy

  • Use CPC at average cost per click (Ozon auto-manages bids).
  • Avoid overpaying:
    • Top ranking is either unavailable or “expensive and not always effective”.
    • Recommendation: focus on Search + Recommendations, which “solves 95% of advertising problems”.

Concrete example (product + experiments)

  • Product example: car rosary beads
  • Why this setup works: products are “glued together” into a package, so advertising selected items can effectively cover the whole set.

Experiment design (run simultaneously):

  1. Campaign A: Search
  2. Campaign B: Search + Recommendations

Controls:

  • Use same budget and similar bid baseline, e.g.:
    • Weekly budget: 40,000 rubles
    • Note: actual spend can happen faster or slower than budget.
  • Set a minimum bid (example shown: 2 rubles; note: not 4 rubles in that case).

Timeline

  • Day 1 after launch: analyze spend/consumption while performance position is still unpredictable.
  • Within first week: monitor daily for spend sufficiency; raise bids gradually if under-spending.
  • After 7 days: evaluate analytics and turn off ineffective campaigns/products.

Example bid-raising sequence

  • Day 1: expenses ~3 rubles (very low bid—example 1 ruble), so clicks were cheap and pacing was slow.
  • Day 2: expenses ~223 rubles after bid increases.
  • Day 3: expenses ~388 rubles, bringing more impressions/clicks/baskets.

3) Daily vs weekly analysis: compute ad cost share correctly

Key principle: don’t evaluate ad spend share daily because it’s volatile. Recommended cadence: weekly rollup.

  • Today’s ad share might be high (e.g., 50%) but tomorrow much lower (e.g., 5%).
  • Therefore, use a full-week period to decide next week’s strategy.

KPI / metrics to track (from the weekly spreadsheet workflow)

Core ad metrics (per SKU / campaign)

  • Advertising performance indicators (table reshaping; includes ad-related signals)
  • Cost per order
    • computed as expenses / number of orders
  • Share of advertising costs
    • computed in a “real” way, not just what Ozon may show

Search visibility / position metrics (with caution)

  • Average weekly search position
    • Warning: “average position” can be misleading because it may reflect organic vs paid effects differently than you expect.
  • Suggested approach for ad off-ramping:
    • use organic position stability to decide when to turn off ads
    • if organic position is already strong, you may turn off ads to preserve position in the next 2–3 weeks

Funnel metrics related to carts/baskets

  • Conversion to cart (important)
  • Baskets split by source:
    • advertising baskets
    • organic baskets

Interpretation guidance:

  • If organic carts are already high (especially when the product appears on the first page), you can save on ads.
  • If most carts come only from advertising and turning ads off sharply reduces cart counts, keep ads.

Revenue-side metric referenced indirectly

  • Total basket cost — basket cost across general baskets (not only ad baskets), used alongside ad basket cost.

Concrete actionable recommendations (playbook)

  • Before ads: fully optimize card fundamentals:
    • infographics clarity
    • competitive price
    • SEO keyword relevance
    • delivery speed via warehouse placement
  • Run controlled tests: for one product, launch two campaigns at once:
    • Search vs Search + Recommendations
  • Start with average CPC approach, set a minimum bid, then:
    • Day 1: monitor spend
    • if spend is too low → raise bid gradually (don’t wait too long for results)
    • After 7 days: disable ineffective campaigns and poor-performing products
  • Use weekly reporting to compute:
    • ad cost share
    • orders and conversion/cart effects
    • and decide budget/bid changes for the next week

Frameworks / process artifacts mentioned (operational “methods”)

  • 3-stage workflow (sequencing):

    1. define ad goals
    2. select promotion strategy
    3. build sales funnel
    4. launch ads
    5. weekly analysis + optimization

  • Sales funnel model for Ozon card basics (4 stages/components):

    • Infographics
    • Price
    • SEO
    • Delivery speed

  • Experiment methodology:

    • A/B-like campaign testing (Search vs Search+Recommendations) for the same product

Spreadsheet/reporting process (how to operationalize KPIs)

The creator provides a workflow to calculate “share of advertising costs” and unify metrics:

  • Create a weekly report using two exports:

    1. Graphics report (from product sales analytics) with selected metrics
    2. Promotion analytics report (from “promotion/promotion analytics”)

  • Example time period used: Nov 5–11

  • Then manually:
    • copy/merge into the table
    • clean formatting (remove unwanted text and symbol replacements)

Output: a table comparing this week vs prior weeks to detect:

  • growth/decline in advertising
  • changes in ad cost share
  • performance implications for carts and basket economics

High-level investing/market note

  • Mentions only marketplace advertising optimization (no investment thesis or detailed financial market discussion).

Presenters / sources

  • Presenter: Unspecified (the speaker refers to “I” and shares personal methodology and spreadsheet/tools)
  • Source referenced: the presenter’s previous videos on:
    • choosing a promotion strategy
    • building the sales funnel
  • Platform: Ozon (marketplace advertising tools: Search, Search+Recommendations, bid strategies)

Original video