The most effective promotion tool is search advertising, which works like contextual advertising. The seller selects search phrases for which the product will be shown and sets a bid for 1000 impressions. The tool works on an auction system, and sellers often overheat it with inflated bids. To find out the real one and not overpay, we used services for automating work with bids, namely the Marketpapa system. With its help, we maintained the optimal CPM and DRR within the specified KPIs. Stolplit: Success of a Russian brand on marketplaces.
Thanks to such platforms
We always have information about current bids and can set up automatic placement of products in the advertising positions we are interested in.
When promoting in search, the speed of product delivery is important. In order for the card to get to special advertising places, the delivery time of the product should not exceed the delivery time of competitors from organic search results. Therefore, we recommend that sellers make a delivery to the marketplace warehouse. It is better to choose a warehouse for shipment taking into account the average delivery time to the buyer. When working with Stolplit, we shipped popular products that sold well from our own warehouse to Ozon and WB. Stolplit: Success of a Russian brand on marketplaces.
A serious limitation for promoting the brand’s furniture was that the marketplace does not accept deliveries with large-sized goods (LSG) to warehouses. While we very successfully advertised wardrobes, beds, and kitchen units on Ozon and Yandex Market, these categories almost never made it into advertising campaigns on WB due to long delivery times. Therefore, the emphasis in promotion was on small-sized furniture: bedside tables, bookcases, coffee tables.
Ozon
The marketplace offers sellers convenient performance tools and transparent statistics on orders received from advertising: search promotion with payment by CPA and “Stencils” with payment by CPC and CPM. Stolplit: Success of a Russian brand on marketplaces.
At the beginning of 2023, sellers could choose search phrases and categories in which their products would be shown. But in the summer, the platform automated this process. Now, where and when potential buyers will see your product is determined by the Ozon algorithm. In our opinion, automation has benefited the Stencils and allowed sellers to receive more impressions with a lower CPM.
When promoting Stolplit products, we focused on their popularity. For best-selling products with a good rating, we used “Stencils”. They immediately raised offers to the top of the search results, which made them even more attractive to buyers. For new argentina phone number library products or those with few reviews, we used Search Promotion. This strategy allowed us to optimize advertising costs and consistently achieve KPIs for DRR.
Items with reviews
Stand out significantly from competitors: users click on wordpress custom page templates cards of such products 4 times more often and add them to the cart up to 160% more cell p data often. Reviews not only attract buyers, but are also taken into account by Ozon ranking algorithms. Therefore, to promote Stolplit, we set a goal of collecting 100 reviews for each product. This increased the conversion to the card and basket and distinguished the product from competitors.
In the summer of 2023, Ozon announced a new analytics section in the personal account – “Products in search”. From the report, the seller sees what place their product is in for a specific search query and what factors influenced its position: compliance with the query, reviews, price, promotions, fast delivery, popularity for the query, etc.
Based on this report, we determine growth points for the brand: which products need to be added to promotions, for which ones we need to strengthen promotion and increase advertising rates or further work on product cards.
Yandex Market
For promotion, we chose “Sales Boost”. It works on an auction system with CPA payment. The offer rises in the search results and can get into the. Top 6 offers on the product card, the advertising block “Popular offers”, “May also fit” and blocks in the Yandex Direct system.
For single-brands that have few competitors in the product card, it makes sense to fight for getting into special advertising spots in search results and categories. Therefore, for the Stolplit brand, we set the bid recommended by Yandex Market. This increased the number of impressions of product offers and the brand’s share in the category, while we remained within the KPI.
When promoting Stolplit on Yandex Market, we worked in two directions: from the store side and from the brand side. For brands that can confirm their rights to own or use the trademark, Yandex Market allows you to open a Vendor Account, which has additional advertising tools and options for working with content.
In the summer, Yandex Market disabled the “Bid Promotion” tool, which worked on an auction system with payment by CPM. Instead, the marketplace suggested using the “Sales Boost for Vendors”, which also helps to strengthen the brand’s presence in the category. The tool is available in the seller’s personal account and works similarly to the boost for stores.
