Advertising tools on marketplaces are available to Chinese accounts just as they are to Russian ones, but starting with ads is a mistake. Promotion works on top of a solid foundation: localized product cards, competitive pricing, and available stock. Advertising a weak product card is just paying for someone else's lessons.
Foundation first, budget second
- Product card: titles optimized for search queries, complete specifications, infographics — localization
- Price: calculated unit economics with a buffer for promotion — formula
- Availability: stock in warehouses; bestsellers should be in Russian warehouses to boost search ranking
- Reviews: the first 5–10 reviews with seller responses
What is available
- Internal advertising in search and product cards: bid management from the seller account
- Participation in marketplace promotions: traffic in exchange for a discount — calculate margins before joining
- Price management: short-term reductions to boost new product launches
- External traffic: Telegram channels and reviews, for mature stores
Specifics of a Chinese account
A low SPP (~5%) means the storefront price is closer to the seller's price than that of Russian competitors with an SPP of 20–25%. Competing head-on based on storefront price is difficult; you must win through the product card, bundle contents, and niches where there are few Russian sellers.
Measure, don't guess
- Every campaign must have a numerical goal: CTR, orders, cost per order
- Test budgets in small steps: doubling what works is better than spending a lot at once
- Profit after advertising, not revenue, is the only criterion for success
Frequently asked questions
What budget should I set for starting ads?
Small and iterative: a budget for ~100–200 clicks in the category is enough to see conversion rates. After that, the numbers decide: cost per order versus margin — how to calculate.
Why are ads running but there are no orders?
Diagnostic order: if CTR is low, the problem is the cover image and shelf price; if there are clicks but no orders, the problem is the product card (photos, reviews, delivery time). Advertising only brings eyes to the product; the card makes the sale.
When should I turn off a campaign?
When the cost per order from advertising eats up the margin based on stable statistics (not just three clicks). Pausing is also a solution: campaigns can be restarted without loss.
Should I start advertising my products immediately after opening my account?
No, starting with ads is a mistake because promotion only works on a solid foundation. You must first ensure your product cards are localized, your pricing is competitive, and your stock is available.
How can I compete with Russian sellers who have a higher SPP?
Since Chinese accounts have a lower SPP of approximately 5%, you should avoid competing head-on based on storefront price. Instead, focus on winning through high-quality product cards, unique bundle contents, and niches with fewer Russian competitors.
How do I know if my advertising campaign is successful?
Profit after advertising, rather than total revenue, is the only true criterion for success. You should measure every campaign against numerical goals like CTR, orders, and cost per order.
What should I do if my ads are getting clicks but no orders?
If you are receiving clicks but no orders, the issue lies within your product card, such as the photos, reviews, or delivery time. Advertising only brings eyes to the product, but the card itself is what makes the sale.
- Product card and infographic generation
- Live price calculator
- Publishing on WB and Ozon