Sales on marketplaces^β

You can set up the "Sales on marketplaces^β" ad campaigns in the Campaign Wizard. They're intended for sellers who want to promote products and increase sales on marketplaces, such as:

• Yandex Market

• Ozon

• Wildberries

• Avito

Yandex Direct technologies target ads to interested users, and you only pay for results.

How it works

Add links to your store on one or more marketplaces. Yandex Direct automatically creates product ads based on product listings in your store and displays them to users who are likely to be interested, both on the Yandex Search results page and across the Yandex Advertising Network.

When promoting products on Yandex Market and Ozon, you can select to pay only for ads that result in a purchase.

Yandex Direct automates the transfer of sales data from marketplaces:

• For Yandex Market, you can provide your store or product link, and Yandex Direct will automatically fetch all the required information from the marketplace.

• For Ozon, you need to copy your API key from your Ozon account and include it in your ad campaign.

If you sell on Wildberries, Avito, or Ozon with the "Sales statistics in the Ozon account" integration, Yandex Direct creates a promo page with product information from your store. Clicking the respective banner takes users to this page. From the promo page, they can then click through to your marketplace if they're interested in your products. This is called engaged clicks — you can optimize your campaign to get more of them.

Links in product ads:

• For Avito and Wildberries, links will direct users to specific product cards on the promo page.

• For Ozon, links will direct users to specific product cards on the promo page if the API key is not specified.

You can add your contact information to the promo page to accept orders via phone or messaging apps. You can then optimize your ads and pay only for engaged clicks, phone number views, or messaging app clicks.

How to launch ads

1. In the menu, select Add → Campaign Wizard → Sales on marketplaces^β.

2. Provide links to your products or stores on Yandex Market, Ozon, Wildberries, or Avito. We recommend launching the same campaign for all marketplaces at once so that the system has more data to optimize your campaign.

   Use filters to select products to advertise.

3. For Ozon integration:

   1. Choose an integration goal:

      • Maximize purchases from advertising and sales statistics in Yandex Direct and Ozon accounts (the recommended goal).

      • Sales statistics in the Ozon account.

   2. Log in to your Ozon account → Analytics → External traffic. Copy the tag prefix in the vendor_org field. Add it so that Yandex Direct can automatically create a utm_campaign tag for your store.

   3. If the integration goal is "Maximize purchases from advertising and sales statistics in Yandex Direct and Ozon accounts", include an API key. You can find the API key or create a new one in your Ozon account. Go to Settings → API keys and select Performance API. Select your account from the list or create a new one. On the account page, click Add key.

   4. Copy and paste your Client ID and Client Secret.

4. Specify your audience: set display regions and select the audience either automatically or manually.

5. Enable the option Accept orders by phone or in messengers and enter your phone number or contact details for Telegram or WhatsApp. Your contact information will be displayed on the promo page, so customers can call or message you directly without visiting the marketplace.

   With the integration goal "Sales statistics in the Ozon account", you can use this setting for Avito, Wildberries, and Ozon ads with promo pages.

6. Under Conversions, select the conversion price limit:

   • Average for the week: Pay per ad click. Individual conversions may be cheaper or more expensive, but the average weekly cost won't exceed the specified value.

   • Fixed: Pay per conversion. Conversions cost exactly the specified amount. When multiple conversions are completed, you're charged for each of them.

   You can pay per purchase, engaged click, phone number view, or messaging app click. Yandex Direct automatically adds conversion actions to the settings based on the marketplace links you include in your campaign and Ozon integration setup:

   Purchase

   Available if you add links to Yandex Market or Ozon. Set a fixed price for the conversion action or specify a revenue share if you want to pay a percentage of the purchase amount.

   Engaged click

   Click-through from your promo page to the marketplace. Available if you add links to Wildberries, Avito, or Ozon with no integration (the "Sales statistics in the Ozon account" goal is selected).

   Phone number view or click-through to the messenger

   Click on the phone number or messaging app link on the promo page. Available if you add links to Wildberries, Avito, or Ozon with no integration (the "Sales statistics in the Ozon account" goal is selected) and enable the option "Accept orders by phone or in messengers".

   Alert

   If the previously launched campaigns have the goals Maximize ad clicks or Maximum conversions without limits, they'll continue to be served. If you set a price limit for conversions, you won't be able to switch back to the Maximize ad clicks or Maximum conversions strategies without limits.

7. Specify the weekly budget. It should cover at least 10 conversions a week.

8. Click Create campaign and top up your balance.

Campaign statistics

Statistics are displayed on the campaign page.

General statistics

Under the settings section, you can find the general campaign statistics, with more detailed statistics on individual parameters shown below.

Summary statistics for marketplaces

This section contains aggregated data on impressions, clicks, conversions, CPA, and costs by marketplace. For Ozon and Yandex Market, it also provides revenue and CRR statistics.

Statistics for ads

This section shows product statistics, including impressions, clicks, conversions, CPA, and costs. For Ozon and Yandex Market, it also provides revenue and CRR statistics. Products on this page are sorted by their conversion, click, and impression count in descending order.

You can compare the metrics of your campaign with other ad types in the Report Wizard.

Questions and answers

I can't generate ads for products from a marketplace

Make sure that the conditions are met:

• A valid store link is specified. Product ads can only be created using a store link or a link to product sold in the store.

  • Ozon: The link must contain the seller keyword: ozon.ru/seller/{seller_name}.

  • Yandex Market: The link must contain the business keyword: market.yandex.ru/business-{seller_ID}.

  • Wildberries: The link must contain the seller keyword: wildberries.ru/seller/{seller_ID}.

  • Avito: The link must contain the user or brands keyword: avito.ru/user/{seller_ID}/profile or avito.ru/.brands/{store_ID}/all.

• The advertised products are in stock. Ads won't be served if the product is out of stock in the marketplace store.

• The store has products that match the specified filters. Ads won't be served if no products can be found for one of your filters.

Questions?