With VK Ads you can promote your products placed on OZON, Wildberries, AliExpress, Yandex.Market marketplaces and use dynamic advertising technologies.
When creating a campaign, all you have to do is specify a link to a store or brand page. The system will automatically create a catalog of products from that marketplace. A click on the product in the ad display will take the user to the product card in the marketplace for further registration and purchase.
This article describes how to run ads for products from OZON, Wildberries, AliExpress, Yandex.Market marketplaces.
If you want to start advertising products from the website or mobile app, go to this article, from the VKontakte community - to this article.
Create campaign
Campaign settings
- In the Campaigns section of the Campaigns tab, click Create.
- Select the Product catalog ad objective → Marketplace shop
- Click on the Marketplace's catalog field → Add Marketplace store catalog. The catalog creation window opens:
Catalog Ozon
- Enter the name of the catalogue.
- In the Link to seller's page field, enter a link to the shop. To get it, open the card of your product on Ozon and click on the name in the Seller block.
- Check that the Client ID field is automatically filled in. If the data does not appear, copy the Client ID from the link to the seller's shop - these are the numbers after the name of the shop.
- Open Ozon Seller, go to Settings → Seller API and click Generate key.
- In the window that appears, specify any key name and select Token Types → Product read-only. Click Generate.
- Copy the appeared alphanumeric code of the key and enter it in the Api key field in VK Ads.
- Next, specify the catalogue update period and click Create catalogue.
If the product runs out, it will disappear from the ads, and new items will be added to the display.
Catalog Wildberries
- Enter the name of the catalogue.
- In the Link to seller's page field, enter a link to the shop. To get it, open the card of your product on Wildberries - under the price you will see the name of the seller. Click on it and copy the link.
- Open your seller account on Wildberries.
- Go to Profile → Settings → Access the new API.
- Enter the token name and select three API categories: Statistics, Content and Prices & Discounts. Click Create token. Read more in the Wildberries help
- Copy the alphanumeric code key that appears and enter it in the Api key field in VK Ads.
- Next, specify the catalogue update period and click Create catalogue.
If the product runs out, it will disappear from the ads, and new items will be added to the display.
Please note that under the new Wildberries rules, the validity period of an API key (Api key) is now 180 days.
If the key has expired:
- Create a new key in the Wildberries merchant cabinet as described above.
- Copy the new key.
- Go to VK Ads and edit the catalogue: go to the Commerce Centre section → find the desired catalogue in the list → hover over it and click ‘...’ → Configure Catalogue. Enter the new key and save.
AliExpress Catalog
- Enter the name of the catalogue.
- In the Link to seller's page field, enter a link to the shop. To get it, open your product card on AliExpress Russia and click on the name in the Seller block.
- Open your seller account on AliExpress Russia.
- Go to Account → API Tokens.
- Click Create token.
- Copy the alphanumeric code key that appears and enter it in the Api key field in VK Ads.
- Next, specify the catalogue update period and click Create catalogue.
If the product runs out, it will disappear from the ads, and new items will be added to the display.
Yandex.Market Catalog
- Enter the name of the catalogue.
- In the Link to seller's page field, enter a link to the shop. To get it, open the card of your product on Yandex.Market - under the price you will see the name of the seller. Click on it and copy the link.
- Make sure you are authorised in your Yandex account: https://partner.market.yandex.ru.
- Go back to the catalogue creation page and click Grant access to allow VK Ads access to the products.
- Select the desired shop in the drop-down list.
- Next, specify the catalogue update period and click Create catalogue.
If the product runs out, it will disappear from the ads, and new items will be added to the display.
General campaign settings
Go back to setting up the campaign.
4. Select the type of advertising campaign.
- New clients acquisition type to show ads to new users.
- Dynamic retargeting type to target only those users who have seen your ads before and clicked on ads with your products and services.
Please note: VK Ads does not have access to events within marketplaces, i.e. only clicks on products during the display of ads are available for retargeting.
That's why for campaigns with dynamic retargeting to work correctly, you should first launch a campaign to attract new users. In this way, the system will collect data about clicks on ads, based on which dynamic retargeting can be launched.
5. Select the target action: views or clicks.
6. Select a campaign bid strategy. Learn more
7. Specify the budget and period of the campaign. Learn more
Ad set settings
New clients acquisition
Select the Promoted products - those products that you want to show in the ads. By default, all products in the catalog will be selected.
For the New clients acquisition type of campaign, we recommend using the widest possible audience settings: VK Ads' smart algorithms will independently determine the audience that will be interested in your offer.
After the first results, you can gradually narrow down the audience size if necessary.
Dynamic retargeting
Select Promoted products - those products you want to show in the advertisement.
- All products - by default, all catalog products will be selected.
- Product Groups - if you already have product groups set up, you can select one of them.
- Create new product group - you can choose to create a new group by selecting products using filters or manually. To do this, press "+":
- Use Filters. Enter the name of the group, select the filter, the condition ("more", "greater than", "greater than or equal to", "less than", etc.) and the value. All items in the catalog that match the condition will be placed in the group.
- Manual selection. Check the items in the list manually - they will be added to the group.
Then select Retargeting audience - the time for which users' clicks on ads are counted. For example, if you choose From 0 to 30 days ago, the ads will be shown to those users who have already seen ads for products from your catalog and clicked on the ads during the last month.
General group settings
After you set up your audience, you can choose other targeting: regions where ads are shown, gender and age of users who will see the ads, interests and audience, devices on which ads will be shown. Learn more about targeting
Make sure that the delivery zone of your products on the marketplace corresponds to the geography specified in the settings of the advertising campaign.
If necessary, you can mark links with UTM tags. Please note that for Wildberries and Ozon UTM-tags should be created using templates taken from the seller's account.
By default, automatic placement selection is enabled. If you want to select sites manually, disable automatic selection.
Ad settings
You can use Products in promotional video, a format that combines a promotional video with a clickable product carousel. Upload a 16:9 aspect ratio video with a duration of 5 to 30 seconds. Learn more
After setting up your groups, go on to creating your ads.
- Upload the logo for the ads. Image size - at least 265x256px. By default, the Marketplace logo will be loaded.
- Fill in the title of the ad.
- Fill in the text fields:
- Description for carousel - the text that will be displayed in the product carousel, up to 50 characters.
- Description for banner - the text of the ad, up to 125 characters.
- Long description - the text of the ad, which will be displayed in the social networks, up to 220 characters. Optional field.
- Add a link to the advertised store or brand on the marketplace.
- Select the text on the button.
- If necessary, fill in the legal information about the company.
Go to the carousel settings.
- Fill in the title of the card. By default, a product macro with the product name from the product feed is substituted in this field. It can be deleted or replaced.
- Select a card description option:
- New and old price - the product description will show the current price and cross out the previous one.
- Text description - by default, this field contains a product macro with the price of the product from the product feed. It can be deleted or replaced with another one.
- Add an introductory slide for the carousel, if necessary. Image size - at least 600x600px.
This slide allows you to place static graphic material on the first slide of the carousel to anchor the necessary information and more effectively attract the attention of potential customers.
For example, focus on events you're promoting: arrival of a new collection, promotions, certain category of products, etc.
When advertising websites for an introductory slide, you need to fill out the title, introductory slide description, add a link, and upload a promo image separately.
When you're done, click Publish - the ad will go to the moderation. If all is well and there are funds in the account, the ad will run immediately after verification or on the selected start day.
External traffic analytics
Ads for products from marketplaces work according to the CPM and CPC models. This means that VK Ads only provides statistics on clicks and impressions, so you cannot automatically correlate ad impressions from VK Ads with conversions from marketplaces.
However, you can analyze external traffic using one of the methods below.
For AliExpress, Yandex.Market
When analyzing, focus on ad metrics in the VK Ads account: ad click-through rate (CTR) and price per click.
For OZON
To analyze external traffic from VK Ads, we recommend using UTM tags created in your personal OZON account. On the Promotion page, select Stencils or Search Promotion → External traffic and click Create links. Instructions for creating a UTM tag
- Create a link for external advertisement in your personal account on OZON.
- Paste this link in the ad group settings in the URL Parameters block, selecting the Add UTM tags manually setting.
OZON will use UTM tags to collect statistics, such as how many people have put items in the cart, how many orders are paid for after switching from advertising, and other data.
When the data has accumulated, you can view the main metrics for the week in your personal cabinet or download reports with detailed analytics in your personal account on OZON.
In order to generate a report in your OZON personal account go to Analytics → External traffic and click on Generate report. Then select the report type Traffic sources or Product orders and the period.
For Wildberries
To analyse external traffic from VK Ads, we recommend using UTM tags created according to the following template:
utm_source=vk_ads&utm_campaign=12345-id-{{campaign_id}}&utm_content={{banner_id}}
where 12345 is the seller ID on Wildberries, followed by the delimiter -id-
To find out the seller ID, open the card of any of your products on Wildberries. Under the price you will see the name of the seller. Click on it and copy the link. Seller ID is the last digits in the link:
for example, https://www.wildberries.ru/seller/785935, seller ID - 785935.
Then paste the resulting set of UTM tags in the URL Settings block by selecting the Add UTM tags manually option.