Available now in beta
The feature is currently available to all advertisers under open beta testing. This scenario allows you to use Yandex Direct technologies to target engaged audiences and pay only for actual results.
How it works
To get started, all you need to do is add links to your store on one or more marketplaces. Yandex Direct automatically creates ads for your products and serves them to engaged users in search results and Yandex Advertising Network. You can check the effectiveness in Yandex Direct analytics.
If you promote products listed on Yandex Market and Ozon, you can optimize your ads for purchases and pay only for those.
To facilitate this, Yandex Direct provides automated transfer of marketplace sales data:
- For Yandex Market, simply specify a link to the store or product. Yandex Direct will fetch all the required information from the marketplace.
- For Ozon, copy the API key from the marketplace account and specify it in the campaign.
- For Wildberries, Avito, and Ozon (if integration is not set up), Yandex Direct creates a promo page with your store’s products. Users are directed to this page when they click your banner. If potential buyers are interested, they can then go from the promo page to the marketplace. This transition is called “engaged traffic.”
You can place your contact information on the promo page to take orders by phone and via messaging apps. This way, you can optimize your ad campaign and pay for engaged clicks, phone number views, or click-throughs to a messenger app.
How to launch Sales on Marketplace
1. In the Campaign Wizard, select “Sales on Marketplaces”.
2. Provide links to products or stores on the marketplaces: Yandex Market, Ozon, Wildberries, or Avito. We recommend launching a single campaign for all platforms at once. This will allow the system to accumulate more data for optimization.
3. To integrate with Ozon, enter the API key and vendor_org. Yandex Direct will guide you on where to find them.
4. Set the region for your ad impressions and provide your contact details.
5. Use “automatic audience setup”, or manually set up your targeting.
6. Set your campaign goals and weekly budget. You can pay for purchases, engaged sessions, or ad clicks.
7. Create your campaign and top up your account.
Use the new features to boost the effectiveness of your ads. If you have any questions, contact support. We’ll be happy to help.
