Impression boost

An impression boost will help you enhance the effect of a sales boost and increase the number of impressions for items that get little or no impressions — for example, due to an unattractive price, delivery conditions, or if users rarely specify search queries that accurately characterize the item.

Items for which an impression boost is enabled compete in an auction for places in Market search, where they are most likely to interest potential buyers.

Items will be shown in search, in special selections, in recommendations:

To participate in the auction, create a campaign, add items to it, and specify a budget — the amount you are willing to spend per day on promotion using the boost. Market automatically selects and adjusts bids, and you pay only for impressions that appeared due to this campaign.

If both a sales boost and an impression boost are set up for an item, both bids affect the item's position. But if the impression boost bid did not affect the item's position in the search results, you will only need to pay the sales boost bid.

Example

50 sellers are selling the same coffee grinders on Market. One of them set up a boost and assigned a bid of 3% for sales and 150 ₽ for impressions. After opening a new warehouse, the "Home Coffee" store can temporarily offer buyers only slow delivery — because of this, its offer is shown to buyers less often than competitors' offers.

To avoid losing sales and raise the number of impressions, the store set up both a sales boost and an impression boost, assigning bids of 5% and 200 ₽. As a result, the store's offer began to be shown to buyers more often, and the number of orders increased.

When a 5% bid is enough to get a more prominent place than competitors, the store pays only the sales boost bid — 3.01% of the item's selling price — for each coffee grinder delivered to a buyer.

When competitors' prices and bids are higher, to maintain a prominent position in the search results, the "Home Coffee" store pays both bids: 3.01% of the selling price and the amount for impressions with a bid of 150.01 ₽ per 1000 impressions.

How to pay for the impression boost

The fee for the impression boost will be automatically deducted from buyers' payments once a month along with the amount for other Market services. If you have several contracts in your account, you can choose which one you will use to make the payment.

For each contract, Market daily calculates the total amount you can spend on promotion using the sales boost for that day — it is equal to 1% of the sales volume for the last 30 days. If 1% of the sales volume is less than 1000 rubles, you will be able to spend 1000 rubles on promotion. Only delivered orders are taken into account.

As soon as the amount for promotion using the impression boost under the selected contract reaches this value, all campaigns will be suspended until the next day. So as not to wait, you can select another contract in the campaign settings — promotion will resume against it.

Payment by offset will not be available if:

• there are stores in the account that have not yet been verified or have been disabled by Market in the last 3 months;
• there are no items in the catalog yet.

How to pay for Market services

How to launch a boost

To launch a boost, you need the role of account administrator or account owner.

1. In the account, open Promotion → Impression boost.
2. Click Create campaign.
3. Specify the amount in the Daily budget field. The minimum daily budget is 300 ₽, 30 ¥ or 4 $.
4. Add items.

How to add items

There are three ways:

• add categories, brands, and price ranges — on the By characteristics tab;
• select specific items — on the By name or your article number tab;
• upload items via a file — on the Upload file tab.

In most cases, it is better for sellers to use the first method. With this setup, the campaign does not require supervision: new created items will automatically enter it if they meet the conditions.

You can select all items for the campaign, regardless of whether they are promoted using a sales boost or not, or only those that have few impressions.

Campaigns display only those items that are currently on the storefront.

How to manage a boost

In the account, select Promotion → Impression boost.

A list of campaigns will open, where you can immediately see how effectively each one is working.

You can:

• Pause and start a campaign — to do this, click the switch in the Status column.
• Change the priorities of campaigns by dragging them up or down. Priority is important if the same item falls into several campaigns. In this situation, the bid from the campaign that is highest in the list works for the item.

In the Items column and on the campaign page, Market shows how many items from it are currently being promoted and are visible to buyers on the storefront. If this number is zero, there may be several reasons: the items are out of stock, the campaign is turned off, or all items from it are promoted in another campaign with a higher priority.

How to view the change history

You can view the changes you made to the campaign — the date, time, and [type of changes](*type of changes), what changed, and the details of the employee who changed the information.

From the Promotion → Impression boost page, you can go to the change history in two ways:

• Click next to the desired campaign → Change history.
• Open the desired campaign and click the Change history button.

How to evaluate boost results

On the Promotion → Impression boost page in the table, you can see detailed information on each campaign and its effectiveness in the selected period. In the Attribution filter, select which event to use to calculate the indicators: by clicks or by impressions.

• Impressions — how many times all items in the campaign were shown to buyers.
• Reach — how many unique users saw at least one item from the campaign.
• Clicks — how many times users clicked on your items.
• CTR — the percentage ratio of clicks to impressions.
• Impression frequency — the average number of impressions of all campaign items to a unique user.
• Additions to cart — how many items users added to the cart thanks to the boost — within 10 days after an impression or click on the item.
• Ordered items — how many items were ordered thanks to the boost — within 10 days after an impression or click on the item.
• Conversion to orders — the percentage ratio of the number of items ordered thanks to the boost to impressions.
• Value of ordered items — the total amount of items ordered thanks to the boost.
• Estimated costs — the estimated cost of all impressions. The final amount payable will be less.
• CPO — the ratio of estimated costs to the number of items ordered thanks to the boost — within 10 days after an impression or click on the item.
• CPM — the average cost of 1000 impressions taking into account the second-price auction.
• Share of estimated costs from revenue with boost — the share of estimated costs from the value of ordered items.
• Actual costs — the final cost of impressions at the time of data update.

Here you can also download a report — overall for all items, for specific campaigns, or stores — and compare the boost with general data on items in Excel.