Lowering ad cost share on Ozon: four stores
Four Ozon stores with high ad cost share (ACOS) went through campaign clean-ups, bid testing and store-level fixes. Ad cost share fell 2 to 25 times, and in two stores it dropped while ad spend or sales went up.
The task
All four stores carried a high ad cost share: budget flowed into campaigns that produced spend but no orders, and the sellers assumed advertising had simply stopped working.
What we did
- Pulled advertising reports and used an AI tool to flag campaigns with spend but no orders and to propose test hypotheses
- Removed outdated and duplicate campaigns that were overdriving the auction and causing overspend
- Switched off budget-draining tools and tested bids and ad formats one hypothesis at a time
- Moved from automated strategies to manual campaigns with controlled bids where sales growth was the goal
- Reworked product cards, store metrics and SEO for the updated Ozon algorithm and AI-driven traffic
- Kept stock levels filled across clusters so advertising never ran on unavailable items
Results
| Before | After | |
|---|---|---|
| Ad cost share, store 1 | 23.1% | 4.09% |
| Ad cost share, store 2 (weekly budget $1,400 to $2,600) | 7.74% | 4.17% |
| Ad cost share, store 3 | 14% | 7.2% |
| Ad cost share, store 4 (auto parts) | 7-10% | 0.86% |
| Items sold in promotion, automated vs manual campaigns | 1x | ~3x |
In store 2 the ad cost share fell even though the weekly ad budget doubled. In store 4, lower ad cost share raised margin, so net earnings grew. Figures come from Ozon promotion analytics at the time of each case.
Takeaways
- Do not cut bids blindly: start with the reports and find campaigns that spend without producing orders.
- Cleaning up campaigns - removing duplicates and outdated ones - usually works faster and more reliably than a single bid cut.
- Check stock across clusters; advertising an item that is out of stock is money wasted.
- Most of the result comes from the store, the numbers and the strategy, not from settings alone.
Amounts are shown in US dollars, converted at a fixed rate.
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