Traffic Acquisition & Advertising

Ozon's organic traffic is increasingly limited. New sellers must master the basics of search optimization (SEO) and paid advertising. This tutorial helps you transition from "getting orders by luck" to "data-driven growth."

---

1. Search Optimization (SEO) Basics

1.1 Title Formula

Russian consumer search habits differ from domestic ones. Recommended title structure:

Core Keyword + Brand/Model + Important Attributes + Usage Scenario

Examples:

• Chinese thinking: "Wireless Bluetooth Earphones"
• Ozon optimized: "Беспроводные наушники Bluetooth 5.3 спортивные водонепроницаемые для бега"

Title Keyword Structure

1. Core Keyword
2. Brand / Model
3. Key Attributes
4. Usage Scenario

Keyword Sources

Use Ozon backend "Products → My Product Queries" to get real search terms that bring orders. Place high-converting keywords (conversion rate > 2%) at the front of the title.

1.2 Attribute Completeness

• Ensure product attribute completeness > 95%
• Prioritize attributes marked with "Improve Search Ranking"
• Clothing must fill in: material, season, style, size chart
• Complete attributes can improve search exposure by more than 30%

Attribute Completeness Checklist

Category	Required Attributes
General	Ensure completeness > 95%; prioritize "Improve Search Ranking" attributes
Clothing	Material, season, style, size chart
Electronics	Brand, model, specifications, compatibility
Home Goods	Material, dimensions, weight, package contents

1.3 Image Standards

Image	Requirement	Function
Main Image	Pure white background RGB 255,255,255, 1000×1000 pixels or above	Improve click-through rate
Auxiliary Image 1	Usage scenario image	Help buyers imagine the usage process
Auxiliary Image 2	Detail/feature image	Highlight material, craftsmanship, functions
Auxiliary Image 3	Specification comparison image	Reduce size/specification questions

Image Standards Checklist

Image Type	Requirement	Function
Main Image	Pure white background RGB 255,255,255; 1000×1000 pixels or above	Improve click-through rate
Auxiliary Image 1	Usage scenario image	Help buyers imagine the usage process
Auxiliary Image 2	Detail / feature image	Highlight material, craftsmanship, functions
Auxiliary Image 3	Specification comparison image	Reduce size/specification questions

Mechanical Translation Is Not Enough

Titles and descriptions cannot simply use machine translation. It is recommended to use the Maotao plugin's AI translation feature to optimize keywords according to Russian search habits.

---

2. Paid Advertising Playbook

2.1 Ad Types

Ad Type	Applicable Scenario	Suggested Budget
Template Ads	Product testing, obtaining basic data	Daily budget = 10%-15% of expected sales
Search Ads	Already validated best-selling products	Daily budget = 15%-20% of expected sales
Top Placement	Bestsellers competing for top 12 positions	Strictly monitor ROI, pause immediately if losing money
Brand Promotion	Own brand	Improve brand awareness and search weight

Ad Type Selection Guide

Goal	Recommended Ad Type	Budget Rule
Product testing	Template Ads	Daily budget = 10%-15% of expected sales
Scale bestsellers	Search Ads	Daily budget = 15%-20% of expected sales
Compete for top positions	Top Placement	Strictly monitor ROI; pause if losing money
Build brand	Brand Promotion	Allocate based on brand strategy

2.2 Three-Step Ad Product Testing

1. Run template ads for 7 days: observe click-through rate, add-to-cart rate, conversion rate
2. Filter high-quality SKUs: products with CTR > 3% and add-to-cart rate > 5% are worth increasing investment
3. Switch to search ads for precise targeting: extract low-cost high-conversion terms from the "Search Terms Report" and manually increase bids

Ad Product Testing Flow

• Run Template Ads 7 Days
• CTR > 3% & Add-to-Cart > 5%
  • Yes: Increase Budget
    • Extract High-Converting Search Terms
    • Switch to Search Ads
  • No: Pause or Optimize Listing

Don't Burn Money Blindly

Many new sellers, finding organic traffic insufficient, sharply increase ad budgets, only to have ad spending eat up thin profits. Advertising is an amplifier, not a lifesaver.

---

3. Promotional Activities

3.1 Platform Major Promotion Calendar

• Black Friday and New Year promotions are A-level events, usually increasing traffic by 200%-300%
• Check the event calendar 30 days in advance in "Prices & Promotions → Ozon Promotions"
• Prioritize products with inventory depth > 50 and positive review rate > 4.5 stars

Major Promotion Calendar

Promotion	Period	Expected Traffic Impact	Inventory Requirement
Black Friday	November	+200%-300%	Stock > 50 units, rating > 4.5
New Year Sale	December-January	+200%-300%	Seasonal gifts and warm supplies
Back-to-School	August-September	+100%-150%	School supplies, clothing
Summer Campaigns	June-August	+50%-100%	Outdoor, travel, sports

3.2 Promotion Combination Techniques

• Combining "Discount Promotion" + "Points Back" can improve conversion rate by more than 40%
• Tiered discounts: 10% off for 1 item, 15% off for 2 items, to increase average order value
• Points cost is usually lower than direct price cuts

---

4. Review Management

4.1 Get Genuine Reviews

• Provide quality products and fast logistics to naturally get good reviews
• Set up "Review for Points Back" activities to encourage buyers to leave reviews
• Strictly prohibited: fake orders, false reviews; platform investigation is strict

Review Management Checklist

Action	Best Practice
Get genuine reviews	Provide quality products and fast logistics
Encourage reviews	Set up "Review for Points Back" activities
Handle negative reviews	Reply within 24 hours; optimize listing for common issues
Avoid penalties	Never use fake orders or false reviews

4.2 Handle Negative Reviews

• Reply to negative reviews within 24 hours to show service attitude
• Optimize listings for common issues (size, logistics)
• High negative review rate affects store weight and ad costs

---

5. Reference Tools

• Ozon backend: Promotion → Pay Per Click / Search Terms Report / Promotions

---

Next: 06-policies-compliance