Универсальный алгоритм вывода товара в топ на Ozon!

Learn a universal algorithm to get your products to the top on Ozon, optimize sales funnels, and scale your store effectively.

Key Takeaways

A well-optimized sales funnel is crucial for product promotion and maintaining good margins on Ozon.
Analyzing competitor data helps identify market standards and areas for improvement.
Setting clear promotion goals and strategies is essential before starting advertising campaigns.
Proper bid management prevents budget waste and ensures profitable advertising.
Continuous monitoring and scaling are necessary for long-term success on Ozon.

What the video covers

Introduction to the importance of ranking products on Ozon for both beginners and experienced sellers.
Explanation of the sales funnel stages: impressions, clicks, cart additions, orders, and redemption.
How to analyze and compare your sales funnel metrics with competitors using Ozon analytics and Seller Helper.
Key performance indicators to monitor: revenue, product price, redemption rate, and conversion rates at each funnel stage.
Strategies for replicating and improving competitor tactics to increase conversion and sales.
Setting clear promotion goals and choosing appropriate strategies before launching advertising campaigns.
Step-by-step guide to launching ads: tool selection, ad setup, and managing weekly budgets.
Recommendations for bid setting to maintain profitability and avoid overspending on ads.
Importance of continuous analytics, daily monitoring, and adjusting campaigns based on performance data.
Final advice on scaling your store after achieving top rankings to sustain growth.

Chapters

What is the most important first step to get a product to the top on Ozon?

The most important first step is to develop and optimize your sales funnel, which includes managing impressions, clicks, cart additions, orders, and redemption stages.

How can I compare my product's performance with competitors on Ozon?

You can use Ozon's product analytics and tools like the Seller Helper extension to compare your funnel metrics such as revenue, price, conversion rates, and redemption rates against competitors.

What should I consider when setting bids for advertising on Ozon?

You should calculate the maximum cost per click based on your sales funnel data to avoid overspending, aiming for bids that keep your campaigns profitable without draining your budget.

Full Transcript — Download SRT & Markdown

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Hello, friends. In today’s video, we’ll talk about an important topic: getting your products to the top on Ozon. This is a very relevant issue for both beginner sellers and experienced ones with high turnover. I’m sure every seller wants high sales volume,

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good margins, and constant growth. To achieve this, we need to fully understand how to get a product to the top, keep it there, maintain margins, and scale consistently. In this video, we will go through all the key steps in

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detail, from scratch to scaling your store. Be sure to watch until the end, because you’ll likely find answers to many of your questions about how to promote products, reach the top, and scale your account. There will be specific algorithms here that you can

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replicate to achieve great results for your store. For those who don't know me, my name is Danil Lukshin. I am the founder of the LDA Market agency, which for over 3 years has helped sellers reach the top, stay there, and scale

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their profits to build highly effective stores on this platform. I am also a seller with over 4 years of experience on Ozon. I also run many other projects that help Ozon sellers grow and scale their businesses. Now, let’s move on

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to the presentation and answer the question: how do you get a product to the top on Ozon? To get a product to the top on Ozon, we need to start with the first and most important step in promotion. That is the sales funnel.

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Neglecting the sales funnel is a serious mistake that won't lead you to the results you want. Therefore, it is essential to develop your funnel.

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Let’s go through all the stages in detail, and I will show you how to influence each part of the funnel.

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We’ll also look at how to determine if your funnel is performing well or poorly. Let’s visualize the funnel as the customer’s journey. The customer visits Ozon, enters a search query, and Ozon provides a list of product cards.

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That is the impressions stage. When the customer picks a product they like and clicks on it, that’s a narrower stage of the funnel. Afterward, they might go back to the search results, look at other options, or add our product to

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their cart if they like it. They might do the same with other sellers and other product cards. They might add those to their cart as well to compare prices, delivery times, and so on. Once they’ve made their decision, they

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place the order. After the order is placed, everyone thinks the funnel ends there. Many sellers think that. But in reality, our final stage is the redemption. And we can also influence the redemption. We'll look at how to do

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this a little later. And so, once you have understood the journey of our client, our buyer, you can influence every step they take. This is what we call conversion. That is, conversion from search to click, conversion from click to cart, conversion from cart to

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order, and conversion to redemption. In other words, we can influence every single one of these conversions. By understanding this simple logic, you will be able to prepare the perfect offer for your buyer and make your product card perfect. By working

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through each conversion, you will be able to promote very easily and easily maintain good margins and a low share of advertising expenses. And overall, the sales funnel is the foundation upon which all promotion on Ozon is built.

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And to understand whether our conversion is good and our funnel is good, we always need to look at the market, other sellers, and other product cards. And let me show you how to do this. To do this, we need to go

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to product analytics on Ozon. Here, select 28 days, enter your product, or select a category and find your competitors. For the example, I will take more or less similar cards, add them to a comparison, and we will see

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how our products differ. I use the Seller Helper extension. It is free and helps you conveniently work with funnel analytics. I selected a few products, but again, you can do all this without the extension, just go to the Ozon

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report and view the entire funnel of our competitors in this format. For comparison and convenience, I will choose vertical comparison and let's see what we see here. And we see a clear leader here, who sells many times more than all other product cards. I

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recommend paying attention to the average indicator rather than focusing on the leader, because you can fall into a trap where the seller is clearing out their stock, or not calculating unit economics, or they simply have very good conditions that

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are not available to you. Therefore, we always look at the average indicator or at our closest competitor, who is 100% identical to you but sells more. And now let's go through the main indicators that are worth paying attention to. We always start with

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revenue. The higher the revenue, the better the sales funnel, accordingly. Next, we also always focus on the product price. The lower the price, the more attractive the offer is for the buyer, and price affects the entire sales funnel—conversion from view to

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click, as well as adding to the cart, ordering, and even redemption. Therefore, the more attractive the price, the better the entire funnel will be. And here we see a seller who has huge revenue. Actually, I think it is driven specifically by the low price,

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because the price is lower than all other sellers. And that is precisely what led to such high revenue. The next stage for us is the redemption rate.

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This is our very last stage. After the order is placed, we look at the conversion into a completed purchase.

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And if your redemption rate is, say, 70%, while your competitors all average 90%, then there is clearly a problem with this stage of the funnel. This also slows down your promotion and generally makes advertising more expensive. Therefore, we also monitor

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the redemption rate, look at the market average, adjust to it, and try to keep our redemption rate even higher than other sellers. Moving on. The next thing we look at is the performance of the entire funnel in numbers. That is,

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impressions, the top stage of the funnel, clicks, the second stage, as well as additions to the cart, and so on. So, our entire funnel, which we just looked at schematically, is all here in figures. And if there are

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figures, there are also all these conversions, meaning transitions from impression to click, from click to cart, and so on. Accordingly, by understanding the general average for your competitors, you can evaluate your own funnel to see if it meets market

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standards or falls short. And here we start looking at impressions, their volume, the CTR metric—that is, how clickable the listing is, and so on. So here we work through all of this directly, reviewing and adjusting to reach market average metrics. And if

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you manage to improve these metrics, your growth and promotion will be even faster, more effective, and so on. Thus, simply by looking at market leaders, you can understand what you need to do.

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Meaning, to get a high conversion rate, you need to replicate everything our competitor is doing. So, once you understand the overall algorithm, there is nothing complicated about it. We look at the competitor, look at how they position the product, what their

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rating is, what their price is, and their delivery speed. We replicate all of this fully and try to improve the results. And if we align our funnel with, for example, the leader, we then simply start promoting our product,

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driving traffic to it to get impressions, and then the funnel works for you on its own. Therefore, it is essential to watch conversions, watch our competitors, analyze, compare, and strive to do better. And when you achieve good metrics, above the market

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average, we can move on to the next stage. And the next stage for us is promotion. But before we move on to setting up advertising campaigns, we must go through two more stages. These are the promotion goal and the strategy.

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We will have a specific strategy for every goal. And here, you must clearly understand for yourself why yo

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actually quite a lot of goals. Maybe it is also to clear out stock. So, there are very many goals. They depend entirely on your business and your approach to this platform. Therefore, first and foremost, after setting up the sales funnel, we must define the

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promotion goal. And at our agency, LDA Market, we manage over 40 accounts on a daily basis. And every account must have its own promotion goal. It can be different for the entire assortment, it can be the same, and it can also change

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constantly. That is, if we are launching a new product, then after bringing it to the top spots and gathering initial reviews, we move on to capturing top positions or reducing the advertising spend share if we are already ranking very high organically.

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Or we also have brands whose goal is simply to promote their brand, increase awareness, and get maximum reach and clicks. Therefore, do not ignore the promotion goal; determine what position you are currently in, what your sales funnel is like, whether it is a new

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product or an existing listing, your current search position, and so on. After that, define your promotion goal, and only then do we move on to promotion strategies. The topic of strategy is quite vast, and we simply won't have time to cover all strategies

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, how to work with them, which one to choose for your account, and so on. So, if you want to understand how to get your product to the top on Ozon in more detail, with ready-made tools and support, be sure to check out my course

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. There, besides the strategies we use at our agency LDA Market, there will also be a detailed breakdown of the sales funnel, a detailed selection of goals, strategies, ad launches, and the launch of all advertising campaigns that currently work most effectively on

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Ozon. There is also a large block on analytics. You will understand which of your ads are working, which are not, what is dragging your store down, and what, on the contrary, is pulling it up . So, if you have a desire to

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understand how to get to the top on Ozon, be sure to check out my course; the link to it will be in the description of this video. Moving on.

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And after we have chosen the goal and strategy, we proceed to launching the advertising. I have divided the ad launch into three stages. These are tool selection, ad setup, and the weekly budget. I decided to highlight the weekly budget as a separate block

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because many sellers who come to our agency make almost the same mistakes. They can build a good sales funnel and set up ads well, but then set a weekly budget of, say, 2,000 rubles. per week, and by doing so, they stifle their own

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good advertising campaign. Therefore, we should not fear the weekly budget. In fact, even if you set it to 100,000 rubles. per week, those 100,000 rubles.

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they will most likely not be spent. The question here is exactly about the bid itself. If it is high, of course, you could, in principle, lose the entire budget in about 2-3 days. But if we are talking about reasonable bids, try not

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to overestimate the weekly budget, because it significantly affects how many views, clicks, and, accordingly, orders you get further down the funnel.

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Now let me give you a few recommendations for launching ad campaigns, based on my experience and the experience of our agency, LDA.

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Market. And the first piece of advice is on choosing a tool. I recommend, if you are a beginner seller or sell a regular product with normal competition —not something like power drills, socks, or T-shirts where competition is very high and ad rates are overheated

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—that you need to be at least somewhere on a higher page to be seen.

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If we are talking about a regular store , then in general, promotion in search and recommendations will suit everyone, because that is the cheapest promotion, but no less effective than search. Yes, in some niches, search works more effectively, but as a rule, and as our

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experience at the LDA Market agency shows, we see that the most effective tool is the cheapest one. Therefore, our main task here is to get as many views and clicks as possible at a lower cost per click. And then we can promote

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effectively without spending huge budgets on promotion. The second piece of advice is about setting up ad campaigns. It is all quite simple here, and we don't have such a large selection of settings to dwell on how to perform this configuration, but

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there are also recommendations here on choosing a bid. The hardest part is getting a new item off the ground. For example, you launched a new product, or your inventory hit zero and it wasn't on sale for a long time. You run ads at

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the minimum bid, but the ad simply doesn't get any impressions. Here, we start to gradually, smoothly increase the bid until our budget begins to be spent. After we, for example, reached a bid of, say, 10 rubles. and Ozon

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started showing us, we started to move forward. You need to wait for some time , look at the ad spend, and start lowering the bid, because the hardest part is to get the impressions going.

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And once Ozon has picked up your product and started showing it, you can safely lower the bid. You will simply continue to be shown just as effectively, but with a lower cost per click and, accordingly, a lower share

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of advertising expenses. Therefore, be sure to use this and do not overstate your bids. There is no need to chase those 50-60 ruble bids. A priori, such a bid cannot be profitable. You are simply, uh, draining your budget and,

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well, you aren't getting any benefit from the advertising. And even if Ozon shows you a very, very good ACOS there, know that most likely your organic traffic is just bringing in more orders than the advertising is. And that is

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why your total advertising cost share is calculated as normal. Therefore, try to always keep the minimum bid. This is the most effective, most functional, and overall the most profitable promotion. Moving on. And here is a recommendation for the weekly budget:

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if you are working, again, with the minimum bid, if you have listened to my previous advice, then, by working with the minimum bid, you can raise your weekly budget up to infinity, because you...well, again, if you have enough

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stock. If you don't have enough stock, it is better to cut your weekly budget.

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Well, to properly determine your ad bid , we either calculate manually using our sales funnel how many clicks we need for one order and figure out what cost we can pay for that click, or we can use my free analytics service,

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which is available to my subscribers on my Telegram channel. To use this service, follow the link in the description, subscribe to the channel, and the bot will send you this service and nine other free tools for working with Ozon. And once you go to my

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analytics service and go to the ad bid section, you can enter your funnel here , that is: impressions, clicks, number of orders, price, and product margin.

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After that, you will receive all the key metrics. Specifically, how many clicks you need for one order and the margin per order. After that, you can adjust the desired ACOS slider and understand the maximum bid you can advertise at. And this way, you can

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understand, for example, if your product margin is 15%, then your break-even point will be at a 15%ACOS.

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Everything is logical here, I think. And to just break even with such a funnel, I can bid 9 rubles. , that is, no higher. If I go up to, for example, 10 rubles. , or 10.5 rubles. , then I

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start trading at a loss. And again, if we're talking about a bid of, for example, 36 rubles. , then our ACOS for such a funnel is 60%. Although here, well, it's a fairly good funnel, and 10 clicks per order isn't that many.

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Therefore, be sure to look at your funnel to see what bid you can afford.

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And if your maximum bid, for example, to break even is 9 rubles. , then naturally, you need to show ads at around three to have something left over. So definitely use this service, calculate everything, and don't chase after top positions or high bids. And a

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final piece of advice regarding the weekly budget. Here I recommend not underestimating it. If you have inventory and you plan to sell a lot, your weekly budget should be high. I recommend starting with at least 20,000 per week. Then you'll be able to

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clearly understand if the product is landing with customers or not, and figure out where to go next. We’ve covered advertising. Moving on. And after we’ve gone through all the steps, we move on to analytics and daily monitoring. In analytics, we look

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at our sales funnel daily to see how a specific decision or action affected the entire funnel. For example, you launched an ad for a new product today and check how its funnel changed: views , clicks, conversion, and so on. After

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which you make a new decision and take action again. And also gradually, or rather constantly, watch the response to your actions in the sales funnel. It is most convenient to work with the " Hand on the Pulse" table. And it is

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available in the free pack that you get by subscribing to my Telegram channel. Everything there is quite convenient and free. You upload a report daily, and the table shows you everything. So be sure to check it out. We won't dwell

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too much on analytics. I think everything here is as clear as possible . We look at the funnel, look at the expenses and the share of advertising spend. And based on these indicators, we make decisions. And the final stage

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of bringing products to the top on Ozon is scaling your store. Basically, as in any business, on Ozon you are either growing or falling. Therefore, if you have already achieved top-one in your category, don't be afraid to expand

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your assortment, either within your category or by entering new niches. You always need to maintain momentum and constantly, constantly grow. Because if you get fixated on a single product, a single revenue figure, or a single net profit margin, I assure you that in a

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very short time, new sellers will appear, new conditions will arise, or something else will change, and you will no longer be able to sell that product as effectively as you did in the beginning. Therefore, constant scaling will not lead to any decline,

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but will only provide you with continuous growth. And I believe this is one of the most important mindsets for a seller to adopt: to constantly scale your store and never stop. That is all from me. Thank you for watching

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the video to the end. I hope it helps you bring your store to the top, earn more, reduce your advertising spend, and overall build a successful and efficient store on the marketplace.

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Thanks again for watching. Goodbye, everyone. y

Topics:Ozonproduct promotionsales funnelecommerceonline sellingadvertising strategyconversion optimizationseller analyticsscaling storedigital marketing

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