«Getting to the TOP» tool

“Getting to the TOP” is a tool for promoting products to the top 12 positions of the search results on search and category pages. You pay only for clicks when customers open your PDP from the promotional position.

Using this tool, you can:

• increase the PDP reach among customers who search for similar products;
• assess how attractive your PDP is to customers and how often they open it;
• improve metrics that determine the product position in search results, such as views, clicks, and orders;
• pin product reviews for free.

Learn more about pinning reviews

Eligible products #

Starting July 3, 2024, you can promote any products on the first 12 tiles of the search results.

Launch campaign #

If you run into debt, we’ll suspend access to promotion tools and resume it when the balance is in surplus.

Learn more about checking the balance

1. In the Promotion → Getting to the top section, click Create campaign.

   

2. Enter the campaign name.

3. Click Add products. Select the products manually or add a list of article codes or IDs.

• Manually
• Via list

1. Select the products you want to add to the campaign.
   

   Search products by Ozon ID or name. You can filter the list by category, brand, warehouse, and price.

2. Click Add products.

Learn more about Ozon search principles
Learn more about products that can’t be promoted

1. Enable the List mode and enter the product IDs or article codes.
   

   You can copy the list from the product report in the Products → Product list.

2. Click Add products.

4. We automatically enable the Auto-strategy. The system takes into account the competition in the category and changes the rate to show the product as often as possible within the weekly budget.

   To monitor and change the rate manually, disable the auto-strategy. You can change the rate management strategy after launching the campaign.
   Learn more about editing campaigns

5. Set a weekly budget from 7,000 rubles.

   You’ll see the recommended minimum budget for the amount of products you have. To make your promotion effective, set the value to at least the recommended one.

   Learn more about the weekly budget

6. Enable budget auto-raise. Specify it as the percentage of your weekly budget: from 10% to 50%. If the budget runs out, it’s automatically increased until the end of the period, and the product promotion continues.

   If you don’t want to enable budget auto-raise, set the value to 0%.

   Learn more about budget auto-raise

7. At the bottom of the page, click Launch.

   

   Your products start participating in the auction at competitive rates.

Manage campaign #

Change product rates #

Starting from October 17, 2024, the minimum rates for products in the “Getting to the TOP” campaigns increase to 10 RUB per click. If the product rate is lower than 10 RUB per click, we increase it to the new minimum.

If the auto-strategy is enabled, you can’t change the rates. They’re set and adjusted automatically for each search query so that the product gets more clicks.

We automatically set competitive rates for your products once you add them to your campaign. To set your own rates, go to the Promotion → Getting to the top section and open the campaign you need to adjust. Change the rate:

• for one product: set the necessary value in the Rate column;
• for multiple products: select products, click Set a rate, and specify the rate.

Minimum rate with pay-per-click payment model is determined by by product category and subcategory. You’ll see the current minimum rate when setting up a promotion in your personal account.

The amounts are indicated with VAT. You can change the value at any time: after making changes, new rates will apply within 3 hours.

When setting up rates, focus on the competitive one. It’s calculated based on your product category. We compare the rates of other sellers that win the auction. Based on them, we calculate a competitive rate you can use to get up to 50% of all available impressions.

We can’t calculate the rate if there are few stats for your product yet. In this case, we recommend to set a rate of at least 20 rubles.

View rates forecast #

You can view rates forecast the day after you add your product to the “Getting to the top” campaign.

When making the forecast, we estimate the promotion metrics for the next day. They are calculated based on the rates of competitors from past auctions and the number of clicks and orders they received. The forecast shows approximate metric values that you can use as a guide when setting rates for products.

To view the forecast for the current rate, go to the campaign page and click the product rate.

We show a scale with the results of promotion and approximate metrics that you can get:

• Expenses per 7 days: the amount you can spend on product promotion per day.

  To achieve the forecast value, take this metric into account when planning your budget.

• Clicks per 7 days: the amount of times per week customers can open your PDP.

• Advertising-to-Sales Ratio for 7 days: the possible percentage of promotion expenses to the weekly sales amount.

• Sales over 7 days: your possible weekly income from the promotion.

Move the slider on the color scale to change the rate and compare the promotion results.

If the forecast for these metrics isn’t displayed, there isn’t enough data to calculate it. For example, if the product has few impressions or clicks.

The forecast is recalculated every 24 hours, so the data may differ on different days. Check it daily and adjust the rate to achieve the desired metrics.

Example

You’ve set a rate of 50 rubles. We’ve estimated that the product will receive 275–325 clicks in 7 days. Once the forecast is updated, the same rate can bring 230–265 clicks. If you want to get more clicks, raise your rate.

Auto-strategy #

If you don’t want to monitor the rates, enable the auto-strategy. The system changes rates automatically, taking into account competition in the category, so that the product is shown as often as possible within the weekly budget. The auto-strategy is suitable for new sellers and those who don’t want to monitor the competition and number of orders.

Minimum budget

The minimum weekly budget for the “Getting to the TOP” campaign is 7,000 rubles.

You can track the campaign effectiveness 3–4 days after enabling the auto-strategy. It takes time for the algorithm to find the suitable rate for your product, depending on its placement. Therefore, in the first few days, the budget may not be fully used.

Weekly budget #

This is the amount you pay for promotion in 7 days. The period begins with the weekday when the campaign was created. You can’t set a random interval, even if you stop and restart the promotion in the middle or at the end of the period. For example, if you create a campaign on Wednesday, the budget will be spent from Wednesday to next Tuesday inclusive.

On the Promotion → Getting to the top page, click the budget amount for each campaign to view:

• the beginning and end days of the paid period;
• the amount spent;
• the balance of the budget and days in the current period;
• auto-raise parameters and amount of budget after auto-raise.

Minimum weekly budget is 7,000 rubles.

The daily expense depends on the product demand, but doesn’t exceed 25% of the weekly budget, even if the campaign is running continuously. If you pause the promotion at the beginning or middle of its period and then restart it on the last day, the entire balance of the weekly budget may be spent.

Spending per day in campaigns with an auto-strategy can reach up to 50% of the remaining weekly budget, and the rates can be higher than average if you:

• pause and then restart promotion in an auto-strategy campaign in the middle or end of the period;
• change the strategy from manual rates to an auto-strategy in an already launched campaign.

To spend the budget more slowly, change the strategy at the beginning or at the end of the weekly period.

If the budget runs out faster than in 7 days, we pause the promotion until the beginning of a new period. If you don’t want to wait for next week, increase the campaign budget to extend it or enable budget auto-raise.

If you don’t spend the whole budget, we charge only the actually spent amount.

If the budget is overspent, Ozon adjusts it the next day. You only pay the amount that you’ve set in the campaign. The impressions collected by the campaign are preserved. Overspend amount is marked with a “-” sign in the product promotion report in the Adjustment field.

Learn more about the report

Campaigns that get fewer impressions than they could are marked with the icon.

Change weekly budget #

You can decrease or increase the weekly budget at any time: To do this:

1. Go to the Promotion → Getting to the top section.
2. In the campaign row, click the amount in the Budget column.
3. Enter a new value and click Apply. The weekly budget is recalculated based on the amount spent.

Example

Your weekly budget is 10,000 rubles. You launch a regular campaign with an auto-strategy enabled on Wednesday and by Saturday you spend 4,000 rubles on promotion. The remaining budget until next Tuesday is 6,000 rubles. You can:

• increase the budget balance up to 8,000 rubles—to do to this, you need to increase the budget to 12,000 rubles;
• decrease the budget to 5,000 rubles, so from Saturday to Tuesday we’ll spend 1,000 rubles on promotion and stop the campaign until Wednesday;
• decrease the budget to 3,500 rubles, so after changing the budget, we’ll pause the campaign until next Wednesday.

Calculate weekly budget #

When calculating the weekly budget, take into account:

• the number of products in your campaign;
• the average product rate you’ve set;
• CTR: the average ratio of the number of clicks to the number of impressions;
• CR: the conversion to order;
• the number of orders you expect to get for each product per day.

Data for calculation:

• 4 products in the campaign;
• the average product rate is 10 rubles per click;
• CR is 5%;
• you expect to get at least 2 orders of each product per 24 hours.

With 5% CR, you need to get 20 clicks per one order.

To get 2 orders for each of 4 products, use the formula: average product rate × expected number of orders × number of products in the campaign.

Weekly budget equals to 20 × 10 × 2 × 4 × 7 = 11,200 rubles.

Budget auto-raise #

You can enable budget auto-raise so that the promotion isn’t paused once the weekly budget is spent. If the budget runs out, it’s automatically increased by the percentage you specified until the end of the period.

You can enable auto-raise once per weekly period.

If you have no orders when the weekly budget runs out, or the CRR is equal to or greater than 100%, auto-raise isn’t applied.

You can enable budget auto-raise when launching and managing campaigns. To disable auto-raise, set the value to 0%.

Example 1

You launch a campaign on Wednesday and set:

• the weekly budget to 7,000 rubles;
• the auto-raise percentage to 10%.

On Sunday, the budget runs out and the auto-raise is applied. The budget increases by 10% to 7,700 rubles, and the product promotion continues.

Next Wednesday, a new weekly period begins: the budget returns to its initial value of 7,000 rubles, the auto-raise percentage remains at 10%.

Example 2

You launch a campaign on Wednesday and set:

• the weekly budget to 8,000 rubles;
• the auto-raise percentage to 10%.

On Monday, the budget runs out and the auto-raise is applied. The budget increases by 10% to 8,800 rubles, and the product promotion continues.

On Tuesday, you increase:

• the weekly budget up to 10,000 rubles: the new value is applied immediately;
• the auto-raise percentage up to 20%: it’s applied only in the next period, because the auto-raise has already been activated in the current period.

Next Wednesday, the values that you set last time remain: the weekly budget is 10,000 rubles, the auto-raise percentage is 20%.

Example 3

You launch a campaign on Wednesday and set:

• the weekly budget to 8,000 rubles;
• the auto-raise percentage to 10%.

On Sunday, you increase the budget up to 10,000 rubles and the auto-raise percentage up to 20%. On Tuesday, the budget runs out and the auto-raise is applied. The budget increases by 20% to 12,000 rubles, and the product promotion continues.

Next Wednesday, the values that you set last time remain: the weekly budget is 10,000 rubles, the auto-raise percentage is 20%.

Edit or disable campaign #

Open the campaign in the Promotion → Getting to the top section.

You can:

• Rename the campaign: click next to the name.
• Disable the campaign: click .
• Remove the product from the campaign: click next to the product.
• Remove several products: select them and click Delete at the bottom of the screen.
• Set a general rate for products if the auto-strategy is disabled: select them and click Set rate at the bottom of the screen.
• Change the rate management method, the weekly budget, and the budget auto-raise. To do this, click the icon on the campaign page in the Budget block.

View statistics #

You can view the promotion statistics in the report, on the metrics dashboard, or the Promotion analytics tab.

Learn more about the “Promotion analytics” tab

• On the campaign page
• In CSV report

In the Promotion → Getting to the top section you can view period statistics for each product in the campaign:

• Orders: the number of products that customers ordered within 10 days after clicking the PDP in the promoted position.
• Sales: the number of sales received as a result of the promotion.
• Expense: the costs of promoting this product for the selected period. The amount under the sum shows the share of costs for this product within the campaign.
• Impressions: the number of product displays at all stencil positions.
• Clicks: the number of clicks on the PDP.
• CTR (click-through rate): the ratio of the number of clicks to the number of impressions.
• Advertising-to-Sales Ratio: the ratio of the promotion expenses to the cost of products sold.
• Cost per click: calculated using the formula: product consumption ÷ the number of clicks on the product for the selected period.

You can find more details in the CSV report.

You can view statistics on expenses and impressions on the panel under the campaign name or in a detailed report. To download the report:

1. Click Download statistics on the campaign page.

2. Select the period and the data grouping method: by day, week, or month.
3. Click Download CSV.
4. Click the icon. You’ll see the Completed reports section. It contains the generated reports that you’ve requested for the current day.
5. Click the file to download it.

Data in the report:

• SKU and product name.
• Product price. The product cost at the moment the report is generated.
• Impressions. The total number of your product impressions in search, categories, and on product description pages.
• Clicks. The total number of clicks on the PDP that participates in the promotion.
• CTR. The ratio of the number of clicks to the number of impressions.
• Cost per click. The number is calculated using the formula: product consumption ÷ the number of clicks on the product for the selected period.
• Orders. The number of products that customers ordered within 10 days after clicking the PDP in the promoted position.
• Model orders. The number of orders of another product variant. We take into account orders that customers placed within 10 days after clicking the PDP in the promoted position. For example, a customer clicked a link to a size 42 dress and bought a size 44 dress.
• Revenue. The cost of all orders for a specific product in the campaign.
• Revenue from model orders. The cost of all product orders of a certain variation or model.

If you added a blue dress to the campaign at a price of 1,000 rubles, and customers purchased from you 10 same dresses of another color, you’ll see “0” in the Revenue field, and 10,000 rubles in the Revenue from model orders field. To estimate how much profit each individual product made, sum the values from the Revenue and Revenue from model orders fields.

We take the price at which the customer purchased the product into account when calculating revenue. It may be lower than the price you set if the customer purchased the product under the promotion or used points to pay.

Pay for campaign #

You don’t have to replenish the budget for promotion campaigns in advance. We withdraw campaign expenses once a month. You can pay for Stencils with bonuses. You can view all expenses:

• in your personal account in promotion reports;
• in the Finance → Accruals → Additional services section;
• in the completion report that is formed within the first five business days of the month, but no later than the 8th calendar day of the month.