Advertising on Ozon is built differently than on Wildberries: the two main tools run on different payment models. Trafarety, Ozon's display ad format, sells you traffic per click or per impression. Search promotion takes a share of a completed order. Below are the formats, their economics and the order in which to launch your first campaign.
The Main Tools
Trafarety
An automated format: you pick the products and a bid, and Ozon distributes impressions across the placement zones itself. You control the product mix, the bid and the budget, not the queries. This is the workhorse of Ozon advertising, and it has enough nuances to deserve a separate breakdown: Ozon Trafarety — setup, bids, budget.
Search Promotion
The pay-per-order model: you set a bid as a percentage of the product price and pay only when the ad leads to a purchase. The upside is that the risk sits with the marketplace: no orders, no spend, and the budget does not burn away on clicks. The downside is that the bid eats a share of the margin on every ad-driven order, and competition for top positions is fought with bids. The tool is almost risk-free to start with, but the economics have to be calculated in advance: compare the bid percentage against the SKU margin using unit economics. The full economics are covered in the pay-per-order guide.
Brand Advertising
Banners, the brand shelf and display formats work on reach and awareness, not on direct payback measured by DRR. They make sense once you have an established brand and a budget for the top of the funnel; for launching and growing product cards, this is not where you start.
Adjacent Tools
- Reviews for points — not advertising, but a direct conversion lever, without which ads perform worse.
- Marketplace promotions — at peak times they deliver visibility comparable to advertising.
- External traffic — bloggers and social media as a supplement to on-platform tools.
Where to Start: The Launch Order
- Get the product card in shape. Content, price, photos — advertising only scales what is already there: Ozon SEO.
- Switch on search promotion at the minimum bid: it is a near risk-free baseline, since you pay only on orders.
- Launch Trafarety on 3–5 hero products with a daily cap, following the scheme from the Trafarety guide.
- Track DRR from day one for each SKU separately.
- After one or two weeks, review: drop the unprofitable SKUs from Trafarety and raise bids on the working ones step by step up to your target volume.
How to Manage It
- The line is the same everywhere: DRR below the product margin means advertising is profitable. If spend has already run away, here is a plan to cut DRR on Ozon.
- Switch off unprofitable SKUs, not the whole tool.
- Once organic positions have grown, lower the bids gradually, because part of the demand will hold for free: organic levers are in the guide Ozon promotion.
FAQ
"What types of advertising are available on Ozon?" Trafarety (pay per click or per impression, automated placement), search promotion (pay a share of the order) and brand advertising (banners, brand shelf). Plus the adjacent tools: reviews for points and marketplace promotions.
"What should a beginner choose?" A combination: search promotion at the minimum bid as a risk-free baseline, plus Trafarety on a few strong products with a daily cap. And DRR control per SKU from day one.
"What is pay-per-order on Ozon?" It is the search promotion model: you set a bid as a percentage of the product price and pay only for the orders the ad brought in. No orders, no spend.
"How do Trafarety differ from search promotion?" In the payment model and where the risk sits: Trafarety sells traffic (clicks and impressions) with no guarantee of an order, while search promotion takes a percentage of a completed sale.
"How much does advertising on Ozon cost?" There are no fixed prices: Trafarety runs through an auction, and search promotion through competition on percentage bids. There is one working cost control — DRR per SKU below that SKU's margin.
