Ozon now offers a search query report for pay-per-click campaigns placed in Search. Previously a similar report existed only for the Special Placement format, which has since been retired. The new report lets you see which queries shoppers actually use to find your product, review the real traffic you receive, and find growth points for your product card to earn more impressions and clicks.
Technical details
A few conditions apply:
- Available only for pay-per-click campaigns.
- Works only with Search placement.
- If Search and Recommendations are selected together, the report is not generated.
- Shows the specific search query a user saw your product for and clicked on.
- Includes CTR (clicks divided by impressions).
Data availability:
- For campaigns migrated from Special Placement: from January 28.
- For new pay-per-click campaigns: from February 1.
You can download the report under Promotion → Pay per click.
How to work with the report
In your seller account:
- Find a campaign with Search placement.
- Click "Download report".
- Choose "Search query report".
- Set the period and the grouping format.
The Excel file contains:
- SKU
- Product name
- Search query
- Impressions
- Clicks
- CTR
Your main task is to assess how relevant each query is.
Examples of irrelevant queries
Say you sell Nordic walking poles:
- The query "active outdoor recreation" is too broad. The user may be looking for a bicycle or ice skates.
- Queries like "ski poles", "ski pole tips" or "ski pole handles" can bring irrelevant traffic if you sell a finished product rather than spare parts.
The key indicator to watch is CTR. If it is significantly lower than for your main target queries, the user is looking for a different product, and that query should be removed from your product card.
Impact on ad cost share and strategy
Working on your search semantics directly affects your ad cost share (ACOS). Deep SEO work has always been one of the simplest and fastest ways to reduce advertising costs.
The new report lets you:
- run low-cost tests,
- identify effective keywords,
- switch off irrelevant ones,
- improve the product card.
In practice, you can make data-driven decisions on which phrases to remove, which attributes to add and which details to clarify in the description.
Step-by-step process
- Export your top search queries.
- Split them into relevant and irrelevant.
Then clean up your semantics:
- remove junk phrases from the title,
- adjust the description,
- update the attributes.
This helps you stop overpaying for non-target traffic and improves the efficiency of your Ozon advertising. If the report shows ambiguous or unclear figures, analyze them further before making decisions.
