Shelf

Promote your items using shelves — special blocks with sets of items shown on Market pages.

Shelves are a tool that can help you increase the sales of your items. They will bring the most noticeable result in two cases:

• when you need to boost the sales of popular and in-demand items in your store;
• when you need to present a new item in your assortment to buyers and get the first sales.

Shelves are a tool with flexible settings to suit your goals: you choose the shelf format and the audience to show it to. This way, you can pay for promotion only in selected categories, for example, yours or those related and similar to them, depending on the specific item.

To start promotion, you need to set up a campaign and set a bid taking into account Market's recommendations — the amount you are willing to pay per 1000 shelf impressions. After that, the shelves will compete in an auction for places on Market.

Types of shelves

Shelves are available in different formats — depending on where they will be shown to users.

Shelf in search

The shelf will be shown on the first pages of search on Market at position 1, 4, or 10 — according to your settings.

The order of items on the shelf can be constant — depending on your settings and item availability, or it can change depending on the user's query — so that the most suitable items always appear in the first places.

Such a shelf will help you get more orders for your items because users interested in buying will see them.

There can be from 1 to 15 items on such a shelf at the same time.

Shelf on the main page

Shown only in the mobile version on Market main page — in the categories you specify. The shelf will be displayed if the buyer was interested in the selected categories, opened and viewed item cards in them, made search queries about them, added to the cart, and ordered items from them. Adult items cannot be placed on the shelf on the main page.

Such a shelf will help increase reach and the number of impressions of your items.

How to set up a campaign

1. In the account, open Promotion → Shelves.

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

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

   As soon as the amount for promotion using shelves reaches this value, the campaigns will pause until the next day. So as not to wait, you can select another contract in the campaign settings — promotion will resume against it.

2. Choose the shelf format: in search or on the main page.

3. Enter the campaign name.

4. Fill in the settings blocks on the page according to the instructions below.

1. Select format

To have the order of items on the shelf automatically change based on the user's query, enable the Optimize for order growth option. Buyers will see exactly what interests them, which will help them decide to buy in your store.

2. Add items

You can select individual items or entire categories and brands whose items you want to show on the shelf. You can specify any item variant, for example, by color or package quantity.

If you promote many item categories, you can gather items from several on the shelf: for example, complementary items, items from one line, or one large category.

How to find the required item

Enter in the search bar in the account:

• Link to the item. To get it, find the item on Market storefront and copy the link to it.
• Item model name. To find the item, enter the full name without abbreviations. For example, not just Stove, but Schaub Lorenz SLK IY 60 T5 Induction stove.
• Model ID. To find it out, locate the item on Market and copy the digital combination after the name from the link. For example, in the link https://market.yandex.ru/product-name/1816631854?sku=101942359065 the model ID is 1816631854.
• Market article number. To find it out, locate the item on Market storefront and copy the digital combination after sku= from the link. For example, in the link https://market.yandex.ru/product-name/1816631854?sku=101942359065 the Market article number is 101942359065.
• Your article number. To see it, open the item page in your catalog.

Sometimes the required variant might not be in the Brand filter. In this case, try finding the item another way.

The images of the added products must be different. If two products have the same main image — for example, identical phones that differ only in memory capacity — only one product will be displayed on the shelf. The second product will only start showing when the first one is out of stock.

The shelf will be shown to buyers as long as the minimum number of items on it is in stock. It is best to add more items to the shelf — they will take the places of items that have already been bought up, and the shelf will continue to be shown.

If you promote your brand's items in different stores, you can select specific sellers you want to promote — or add a specific item from one seller to the shelf. Then a buyer who clicks on an item from the shelf will see offers only from the selected sellers.

3. Select audience

Based on the added items, Market will suggest a list of categories. The shelf will be shown on the search pages and in the item cards of these categories.

Review the list and edit it if necessary.

4. Launch a test campaign

Check what the campaign will look like to buyers. Preview is only available to you. You do not need to pay for this.

Click Place campaign for 10 minutes and after 2–3 minutes open the page where the shelf will be located — for example, search on Market. Use the same account from which you launched the test campaign to view. You will see how the shelf is displayed on different devices — this will help you evaluate if you need any edits before publishing the campaign.

5. Set a bid

Set a bid — the maximum price you are willing to pay per 1000 impressions.

The bid must not be less than the minimum value specified by Market. And to have a chance to get the first place in the search, the bid must not be less than 400 ₽.

Rely on Market's recommendations: it checks several times a day what is currently the highest bid in the selected categories and suggests you set a value that is slightly higher to take the first place. The suggested bid guarantees that at the time of calculation, the shelf will win the auction and the buyer will see your items on it.

6. Limit daily budget

If necessary, you can set a limit on the daily expense amount for the campaign — upon reaching this value, the campaign will stop and automatically resume the next day.

The minimum amount is 300 ₽.

In addition to the daily budget for the campaign, the limit under the selected contract will apply. The total amount spent on various shelf campaigns under one contract is summed up. When it reaches the calculated limit, all campaigns will stop, even if the daily budget of a specific campaign has not yet been exhausted.

7. Describe the creative

For shelves with a video or banner, provide a brief description — this is necessary for ad labeling. Specify the brand name or category in the description. By default, this field will contain the shelf heading — you can leave it or replace it as desired.

8. Enable the campaign

After you create the campaign, the shelf will go for review. Market will make sure the settings are fine and the materials meet the requirements — this will take no more than 3 days.

As soon as the review is completed, you will receive an email with the results. If the review is successful, the campaign will turn on automatically.

If necessary, check the Launch manually after moderation option — then the campaign will not turn on until you launch it manually.

If the campaign was created by a Market manager, a separate confirmation is required to launch it — the owner or administrator of the account needs to go to the Promotion → Shelves page and click Confirm in the campaign row. This must be done before the campaign start date, Moscow time — otherwise, it will not launch on time.

If necessary, such a campaign can be edited, and you can click Launch — it will automatically receive confirmation and launch on the start date, Moscow time.

How to pay

You can only pay for the shelf using the method you selected when creating the campaign. Read more about payment methods in the How to set up a campaign section.

Payment is automatic — the amount for shelf impressions is deducted from buyer payments once a month.

If buyer payments are not enough to cover the cost, the missing amount must be sent to Market by transfer. How to pay off the debt yourself

How to set a daily budget

To flexibly distribute and control funds for promoting your items, set a daily budget — a limit on the daily expense amount for the selected campaign. The minimum daily budget amount is 300 ₽.

1. Open the Item promotion → Shelves page.
2. Find the required campaign in the table and click Set in the Daily budget, ₽ column.
3. Specify in rubles the maximum amount you want to spend per day on item promotion with bids and click Set.

The set limit will take effect immediately. However, if you have already spent this amount today, the daily budget will take effect from 00:00 the next day (Moscow time).

You can change or delete the daily budget limit on the same page.

How to view change history

To see who and when changed the campaign status, daily budget, and bid, go to the change history tab. This can be done in two ways:

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

Campaign results

You can evaluate the promotion results on the Shelves page. The table displays key information for each campaign for the period you specify: for example, how many times the shelf was shown to buyers, the number of clicks on it, how many items were added to the cart, for what amount, estimated promotion costs — and other metrics.

The report can be downloaded — both for a single campaign and for all at once.

More details

You can choose the data attribution type in the report — by clicks or by impressions. By default, data is calculated by impressions. To see the time of the last data update, hover over the icon next to the value.

Data depending on the attribution type

• additions to cart;
• number of ordered items;
• conversion;
• value of ordered items.

This data takes into account buyer actions performed within 10 days after a shelf impression or a click on it. Actions with all items of the same brand and category in this store are taken into account.

Data independent of the attribution type

• clicks;
• impressions;
• CTR — the percentage ratio of clicks to impressions;
• reach — the number of unique users who saw the shelf;
• average impression frequency — the ratio of impressions to reach.

This data is updated almost immediately.

Promotion costs are shown in two columns: Estimated costs and Actual costs.

Estimated costs show the amount considering all impressions for the selected period and the set bid. This data is processed with almost no delay and is used for quick statistics calculation.

Actual costs show the amount Market will ultimately deduct — based on the results of the second-price auction, it is usually less than the estimated amount.

If shelf impressions exceeded the daily budget or it was viewed by robots or users with malicious intent, you do not need to pay for them — they will not be included in the actual costs.

Example:

The store turned on a shelf campaign, set a bid of 100 ₽, and a daily budget of 300 ₽. In a couple of hours, the shelf was seen 3000 times — the campaign quickly reached the limit and Market paused it until the next day. The shelf did not stop showing immediately, so another 50 users managed to see it.

In the Estimated costs column, Market will show information about all views: for the selected date, the shelf had 3050 views, and the fee for them, considering the bid, would be 305 ₽. In the Actual costs column, you can see the real costs — 300 ₽.