Sales on marketplaces

"Sales on marketplaces" campaigns are intended for sellers who want to promote products and increase sales on marketplaces, such as:

• Yandex Market

• Ozon

• Wildberries

• Avito

Yandex Direct targets your ads to interested users, and you only pay for results.

How it works

Add a link to your store on the marketplace. Using the details of the products in your store, Yandex Direct automatically creates ads and shows them to interested users on Yandex Search and across the Yandex Advertising Network.

When promoting products on Yandex Market and Ozon, you can choose 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 marketplace account and specify it in your 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. If they are interested in your products, they can click through from the promo page to the marketplace. This is called engaged clicks — you can optimize your campaign to get more of them.

Links in product ads:

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

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

You can include your contact information on the promo page to accept orders via phone or messaging apps. This will help you optimize your ads and pay per engaged click, phone number view, or click-through to the messaging app.

How to launch a campaign

1. In the Campaigns section, tap in the bottom-right corner.

2. Select Campaign Wizard.

3. Paste the link to your product or store on Yandex Market, Ozon, Wildberries, or Avito.

   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 into the vendor_org field. When you add it, 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", specify an API key. You can find the API key or create a new API key in your Ozon account. Go to Settings → API keys and select Performance API. Choose your account from the list or create a new one. On the account page, tap 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. Under Promotion goal, select your campaign goal: "Maximize clicks" or "Maximize conversions". Choose your CPA or CPC expenditure logic.

   • Weekly average: 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 amount you specify. When multiple conversions are completed, you're charged for each of them.

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

7. Tap Create campaign and top up your balance.

Purchase attribution rules for Yandex Market and Ozon

• Yandex Market

  A conversion is a purchase of any product from the promoted store on Yandex Market that resulted from an ad click. It can be the product shown in the ad or any other product within the store's range.

  Example:

  The user saw an ad for a teapot and clicked it to open the product card on Yandex Market. They then navigated to the seller's store, selected a microwave, and completed the purchase. This purchase is considered to originate from Yandex Direct and counts as a conversion.

  
  

• Ozon

  Starting June 1, 2025, the rules for attributing Ozon purchases have changed. Previously, all orders made in the store after clicking an ad were considered to originate from Yandex Direct. Now, only purchases of the product (including its variants) featured in the clicked ad count as conversions. If the user clicks an ad but buys a different product from the store, the purchase is considered organic and doesn't count as a conversion from Yandex Direct. In this case, you aren't charged for the conversion.

  Examples:

  The user saw an ad for a red teapot and clicked it to open the product card on Ozon. They then chose a green teapot of the same model by changing the product color in the product card and completed their purchase. This purchase is considered to originate from Yandex Direct and counts as a conversion.

  The user saw an ad for a teapot and clicked it to open the store on Ozon. They then navigated to the seller's profile, selected a microwave, and completed the purchase. This is considered an organic purchase. It doesn't count as a conversion from Yandex Direct, and you aren't charged for it.

  
  

Campaign statistics

After starting your campaign, you can monitor its performance in the statistics sections.

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.

Have questions?

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