Исследование особенностей использования рекламного инструмента «Продвижение в поиске» на площадке Wildberries

Abstract

This article explores the current dynamics among entrepreneurs on the rapidly growing Wildberries market-place. The main emphasis is placed on the strategies that sellers choose to maximize sales and ensure that their goods are viewed by a wide audience of users. It is emphasized that self-purchase tactics used to be widespread. However, the Wildberries platform-imposed sanctions against it, which forced entrepreneurs to focus on internal advertising. One of the key areas of focus has been the study of various advertising tools, es-pecially centered on search engine promotion. One of the key areas of activity was the study of various adver-tising tools, especially those focused on promotion in search engines. The aim of the present study is to identify the factors that maximize the frequency of product card views by users. The results of launching advertising campaigns, collection and analysis of data on the delivery time of goods from different positions, comparative analysis of cost per thousand views (CPM) in different regions, collection of statistics on views, clicks, click-through rate (CTR), cost per click (CPC) were analyzed. Conclusion dwells upon the fact that the indexing of ads when working with it depends on a number of factors: the availability of the product, compliance with the maximum delivery time, attribution to the priority category and optimized consideration of key search phrases.