An auction works: algorithms take into account
Posted: Thu Jan 23, 2025 5:32 am
CPM (cost per mile). This is the rate per thousand impressions, this is the principle by which campaigns on Wildberries are paid. The minimum CPM on the site is 125 ₽. many factors, but, all other things being equal, the higher the rate, the better the card is promoted. It is useful to understand what CPM is on Wildberries and take this indicator into account, but other metrics, which we will discuss below, allow you to more accurately assess the profitability of a campaign.
CPC (cost per click). CPC on Wildberries is the cost of a click, i.e. a transition to a card. It is desirable that the indicator be within 1–2% of the product price.
CTR (click-through rate). CTR on VB is the macedonia telegram number database ratio of clicks to impressions, in simple terms, the percentage of those who clicked on the card among all users who saw the product. Low CTR can occur due to errors in the promotion strategy (for example, the card does not match the search query) or an unsuccessful title photo. What CTR on Wildberries can be considered good depends largely on the niche.
CR (conversion rate). This is the conversion, the percentage of users who performed the target action (purchase) on Wildberries among all those who saw the product. In different niches, the average conversion rates vary.
DRR (advertising expenditure ratio). This is the ratio of advertising expenses to revenue from it. A figure greater than 100% means that the campaign is unprofitable.
ROI. This is the return on investment ratio. It is calculated using the formula (Revenue – Expenses) / Expenses. The result is multiplied by 100%. ROMI is defined similarly — the return on marketing investments ratio, but instead of expenses as a whole, marketing expenses are taken. ROI and ROMI above 0 indicate that the campaign is profitable.
ROAS. This is the ratio of earnings from advertising to expenses on it. The result is multiplied by 100%. ROAS must be higher than 100%, otherwise the campaign is unprofitable.
The Marilyn service allows you to analyze all these indicators, and when working with Ozon, also take them into account when managing rates. For example, here we tell you how we managed to reduce the DRR in "Stencils" by 2 times, increasing the rate at low DRR indicators and decreasing it in the opposite case.
CPC (cost per click). CPC on Wildberries is the cost of a click, i.e. a transition to a card. It is desirable that the indicator be within 1–2% of the product price.
CTR (click-through rate). CTR on VB is the macedonia telegram number database ratio of clicks to impressions, in simple terms, the percentage of those who clicked on the card among all users who saw the product. Low CTR can occur due to errors in the promotion strategy (for example, the card does not match the search query) or an unsuccessful title photo. What CTR on Wildberries can be considered good depends largely on the niche.
CR (conversion rate). This is the conversion, the percentage of users who performed the target action (purchase) on Wildberries among all those who saw the product. In different niches, the average conversion rates vary.
DRR (advertising expenditure ratio). This is the ratio of advertising expenses to revenue from it. A figure greater than 100% means that the campaign is unprofitable.
ROI. This is the return on investment ratio. It is calculated using the formula (Revenue – Expenses) / Expenses. The result is multiplied by 100%. ROMI is defined similarly — the return on marketing investments ratio, but instead of expenses as a whole, marketing expenses are taken. ROI and ROMI above 0 indicate that the campaign is profitable.
ROAS. This is the ratio of earnings from advertising to expenses on it. The result is multiplied by 100%. ROAS must be higher than 100%, otherwise the campaign is unprofitable.
The Marilyn service allows you to analyze all these indicators, and when working with Ozon, also take them into account when managing rates. For example, here we tell you how we managed to reduce the DRR in "Stencils" by 2 times, increasing the rate at low DRR indicators and decreasing it in the opposite case.