Ozon platform advertising strategy: comprehensive analysis from startup to optimization

In the field of cross-border e-commerce, Ozon, as one of the largest e-commerce platforms in Russia, provides sellers with a wealth of advertising resources and tools. This article will combine Ozon advertising campaign launch and budget management, advertising campaign statistical data analysis, advertising types and methods, etc., to help sellers better understand how to carry out efficient advertising campaigns on the Ozon platform.

1. Launch Ozon advertising campaign

Startup steps

1. View ad campaign settings: Log in to your Ozon merchant account, enter the “Promotion” module, and select the “Template” section.
2. Name your campaign: Give your campaign a descriptive name.
3. Choose a payment type and strategy: You can choose to pay by impressions or clicks, and choose a strategy of “maximum reach” or “fixed-price impressions.”
4. Configure filters: Filter products based on brand, price, warehouse type, etc.
5. Set daily budget: The budget must be above 550 rubles.
6. Specify event dates: Set a start and end date.
7. Create event: After completing the above steps, click the Create event button.

Available impressions indicator

For ads using the “fixed price” strategy, Ozon provides an “available impression indicator” to help sellers adjust bids to ensure the best results within the budget.

2. Analysis of advertising campaign statistical data

View statistics

• Log in to the Ozon Seller Platform and enter the status bar on the advertising campaign page to view the day’s and total costs and impressions.

Download statistics

• Click “Download Statistics”, select the time period, type and grouping method, and finally click “Download CSV”.

Interpreting statistics

Focus on metrics such as click-through rate (CTR), order statistics, and costs to evaluate the effectiveness of your advertising campaigns.

3. In-depth understanding of advertising campaign statistics

Indicator Panel

• Orders: The quantity of products purchased during the period.
• Promotion Expenditure: Total expenditure during the period.
• Advertising share: The ratio of promotional expenditures to the price of the product sold.
• Revenue: The price for which the product was sold.

Download order report

• Enter the “Promotion in Search” tab in the promotion section, click “Download Report by Order”, select the required period and grouping and export to Excel.

Which orders will be included in the statistics?

• Orders placed in the promoted position, clicked on the product, added to shopping cart/favorites, re-ordered, purchased other variations of the same model, etc. will be counted in the statistics.

4. Ozon advertising types

Main advertising types

• Search Ads: Display on search results pages.
• Recommended ads: Displayed on product detail pages and shopping cart pages.
• Brand store advertisement: displayed on the brand store page.
• Banner ads: Displayed on homepage, category pages and search results pages.

Advantages of advertising types

• Wide coverage, precise targeting, and flexible budget.

5. Ozon advertising strategy

Ad types and choices

• Search ads, homepage window ads, special topics and event ads.

Ad optimization and delivery strategy

• Target positioning and audience analysis, advertising creativity and copywriting design, advertising budget and delivery time.

Data analysis and optimization

• Data monitoring and analysis, A/B testing, continuous optimization and adjustment.

To sum up, by launching an Ozon advertising campaign and managing the budget flexibly, you can increase the exposure of your products, attract more buyers, and increase sales. At the same time, understanding and analyzing the statistics of Ozon’s advertising campaign is the key to optimizing advertising strategies. A deep understanding of these tools and principles is critical to successfully selling products on Ozon, so sellers should actively utilize these resources to improve their e-commerce business.