According to Ozon, it helps to increase the reach by an average of 8 times

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Stencils
This tool is needed to collect impressions on the product card. .

In this case, payment is made for clicks, according to the CTR system (conversion, the user’s transition to the product card).

By creating such a campaign, the seller taiwan consumer email list manually sets the bid, and his card is displayed on the search results page, in the catalog, product card, basket, promotional selection, recommendations, etc.

Initially, Ozon took payment for impressions using this mechanic, but it was ineffective, and at some point the popularity of stencils dropped significantly. Many sellers said that the tool does not work and only helps to "drain" the budget.

After introducing pay per click, the effectiveness of Stencils increased: conversions improved, the share of advertising costs became acceptable.

For example, by March 8, one of our Clients launched campaigns for products that users could choose as a gift for the holiday. The share of advertising costs was 14-16% within the advertising campaign, and significantly less from the turnover (in a circular manner).

In this case, the launch was effective, the costs were acceptable, since they were initially included in the cost of the product.

For example, 2844 rubles were spent on advertising a bag, for which we received 69 thousand impressions, of which 711 were clicks, CTR - 1.02%, 4 orders for a total of 17 thousand, while the costs of the advertising campaign amounted to 16.3%.

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