Not every product needs to work with the top level of the funnel. For some, recognition has already been formed, for others there is no point in forming it, since it increases the cost of promotion, and the buyer does not see much difference between brands and easily switches to an analogue.
However, there are situations when a brand enters a category where there are already strong players, and it needs to gain a foothold there. Or we are talking about an expensive product with a long purchase cycle, which buyers carefully select, study the characteristics, compare with other brands, for example, large household appliances. In these cases, it makes sense to work at all stages of the funnel, including building recognition.
For these purposes, you can use media russia telegram number database advertising on Ozon, as well as a format called “Brand Shelf”.
Example of a branded shelf
The effectiveness of advertising campaigns is usually assessed by the volume of impressions and the actual CPM (cost per 1000 ad impressions), as well as the number of clicks on ads, their cost (CPC) and CTR.
Focus on sales
For some product categories, such as toilet paper, it makes sense to work only with the lower level of the funnel. To convert users into buyers, the "Brand Shelf" and product advertising are well suited.
Advertising products on search
When to use product advertising and when to use the "Brand Shelf"? Product advertising is ideal for solving performance tasks. And the "Brand Shelf" is better used when, in addition to sales, it is important to improve brand recognition.