Stencils

Stencils is a product promotion tool. You pay only for clicks when customers open your PDP from the promotional position.

With stencils, you can:

• increase the PDP reach by an average of 3.2 times according to Ozon data for the first half of 2023;
• show products to potential customers more often;
• highlight your products.

Promotions are displayed:

• On the search results and category pages, as well as in the promotional collections of products.
• On recommendation shelves:
  • in PDPs;
  • in the cart;
  • on the order page on the website;
  • after order payment;
  • in reviews and questions in the app.
• On the top 12 positions in search results, categories, and on the pages of promotional product selections.

Launch campaign

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

How to check your balance

Manually

1. In the Promotion → Stencils section, click Create a campaign → Manually.

   

2. Enter the campaign name.

3. Select a rate management strategy.
   Learn more about strategies

4. 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.

5. Set a weekly budget of 2,000 RUB per product. The minimum budget must be above 14,000 RUB.

   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.

   

Via template

You can create a campaign using a ready-made template. To do this:

1. Open the Promotion → Stencils section and click Create a campaign → Using the template.

2. Download template.

3. In the template, specify information about the campaign and products.

   On the Campaign details page, fill in the columns:

   • Campaign name: create a unique name that is easy to find on the list. For example: “Dresses, summer collection”.

   • Weekly budget, ₽: calculate the budget using the N × 2,000 RUB formula, where N is the number of products. The minimum budget must be above 14,000 RUB.
     Learn more about weekly budget

   • Auto-raise, %: so that your promotion doesn’t stop, specify how much to raise the budget if it ran out before the end of the weekly period. You can specify the value from 0 to 50%.
     Learn more about budget auto-raise

   • Autostrategy: to ensure that the system automatically selects product rates and recalculates them every hour, specify Yes. If you want to set your own rates, specify No.
     Learn more about strategies

   On the List of products sheet:

   • SKU: specify the product ID.
   • Article code: if you didn’t specify the SKU, specify the article code.
   • Rate, rub.: set the amount you’re ready to pay for each click on your product. For products without rates, we set competitive values. If you select autostrategy, the system automatically sets rates.

4. Add the template and click Upload.

   

5. Create a campaign using the downloaded template. It’s available for the next 24 hours. Next to the file with the “Verified” status, click Create a campaign. If we find mistakes, you can download the file, fix, and re-upload it.

6. In the campaign launch window, check the data. If everything is fine, click Launch.

Product rate

The rate is the amount within the weekly budget you’re willing to pay for each click on the product. With this rate, the product participates in the auction for the selected positions.

The minimum rate is determined by the product category and price without discounts. If you increase the price of the product, and it moves to the next price segment, the minimum rate also increases. If the product rate is below minimum, we automatically raise it to a new minimum.

Minimum rates for product promotion starting June 16 (XLSX)

Example

You promote a product from the “Upholstered Furniture” category with the price of 2,300 RUB and a minimum rate of 4 RUB. You raise the price of the product to 2,800 RUB, and it moves to the next price segment. The product rate increases to 5 RUB, the minimum value for the new price segment.

If you decrease the price of the product, and it moves to a lower price segment, we won’t decrease the rate. It’s already higher than or equal to the new minimum.

Specify rate

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

Once you add products to the campaign, system automatically sets competitive rates for them. You can change rates at any time, updates take 1–3 hours.

Competitive rate is calculated in two ways.

Learn more about rates

To set your own rates, go to the Product promotion → Stencils section and open the campaign. Change the rate:

• for one product: fill in the field in the Your Rate, ₽ column;
• for several products at once: select them, click Set rate, specify the rate value, and click Apply.

Rate management strategies

Average cost per click

Set the average rate you’re willing to pay per click. The algorithm analyzes competition level and selects the auction rate to maintain the average cost per click at the value you set. That way the product has a chance to get placement if it requires a rate higher than the one you set. If a smaller amount is enough to win the auction, we automatically lower the rate so that you don’t overpay.

It takes time for the algorithm to adapt to the competition level and select the optimal rates for the auction. At the beginning of the product promotion, the average cost per click may differ from the one you set.

Once the product gets 50 clicks, the difference between your rate and the average cost per click doesn’t exceed 10%. To avoid restarting the learning process, change the rate less frequently and don’t disable the campaign for more than 2 days.

Example

You set a rate of 10 RUB. For the period of algorithm adjustment, the cost of some clicks varies from 7.5 to 30 RUB. Once your product gets the first 50 clicks, the average cost per click is 10 RUB and doesn’t exceed 11 RUB.

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.

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

Starting June 16, the minimum weekly budget will be updated to 14,000 RUB. Starting June 24, promoting each product will require a minimum of 2,000 RUB.

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 until next Tuesday inclusive.

On the Promotion → Stencils 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.

The weekly campaign budget depends on the number of products.

Promotion of one product costs 2,000 RUB and more. The minimum budget must be above 14,000 RUB.

The daily expense depends on the product demand, but doesn’t exceed 25% of the weekly budget.

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.

Sometimes the budget can be overspent. In this case, we adjust it at the end of the one-week period so you pay only the amount you’ve set in the campaign. The impressions collected in the campaign are preserved. The overspend amount is marked with a “-” sign in the product promotion report in the Adjustment field.

Learn more about downloading the report

Campaigns that get fewer impressions than they could are marked with the yellow triangle next to their budget.

Campaign budget sufficiency

The metric is available for campaigns with the Average cost per click strategy.

Sufficiency shows if the campaign budget is enough to get all available product impressions and clicks per day. We update the metric every day. You can view the result in the Budget block on the campaign page.

Campaign budget sufficiency can be:

• 100%: the budget fully covers the available traffic. It can also mean that products have low rates or unattractive PDPs. If a campaign doesn’t spend at least 15% of its weekly budget per day, check the reasons. You may need to increase rates or improve PDP appearance.
• 80% to 99%: products in the campaign get the maximum of available impressions and clicks.
• Below 80%: products get few impressions and clicks, increase budget.

To calculate sufficiency, we compare the budget a campaign can spend per day to the traffic available to the campaign. The metric is updated once a day and depends on competition, so sufficiency values may vary.

Change weekly budget

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

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

Example

Your weekly budget is 10,000 rubles. You launch a campaign with an auto-strategy enabled on Wednesday and by Saturday you spend 2,000 rubles on promotion. The remaining budget until next Tuesday is 8,000 rubles. You can:

• increase the budget balance up to 9,000 rubles: to do this, you need to increase the budget to 11,000 rubles;
• decrease the budget to 5,000 rubles, so from Saturday to Tuesday we’ll spend the remaining 1,000 rubles on promotion and stop the campaign until 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

In the Promotion → Stencils section, open the campaign.

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 on the campaign page, in the report, or on the Promotion analytics tab.

Learn more about the “Promotion analytics” tab

• On the campaign page
• In the XLSX report

In the Product promotion → Stencils section you can view period statistics for each product in the campaign:

• Orders: the number of orders received due to promotion.
• Sales: the number of sales received due to 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.
• Cost per click: the number is calculated using the formula: product consumption ÷ the number of clicks on the product for the selected period.
• CTR: 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.
• To cart: number of additions to cart for products with launched promotion.
• Date added: date when you added this product to the campaign.

You can find more details in the XLSX report.

You can view the report on expenses and impressions on the panel under the campaign name. To download the report:

1. Click Download report on the campaign page.
2. Select the period and the data grouping method: by day, week, or month.
3. Click Generate.
4. Click the icon. You’ll see the Completed reports section. It contains the generated reports that you’ve requested in the last 24 hours.
5. Click the file.

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.
• Orders. Number of orders you receive due to promotion.
• Model orders. Number of orders you receive with a different variant of the promoted product. For example, a user clicked a size 42 dress, but bought size 44.
• 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 1000 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.

Orders included in the campaign statistics

The order is included in the statistics if a customer places it within:

• 10 days after clicking the PDP in the promoted position;
• 30 days after adding the product in the promoted position to the cart or favorites.

Once the customer pays for the order, it is displayed in the statistics. Postpaid orders are also included in the statistics. If a customer returns the prepaid order, it still remains in the statistics.

Example

A customer opens your PDP from their recommendations and then quits the app. Three days later, they find this product again and place an order with payment upon receipt. After another 15 days, the customer receives the order and pays for it. From that moment on, the order is displayed in the statistics.

Improve metrics

Use our promotion tools.

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 → Store economics → Accrual details 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.