Promoting Prosveshcheniye on Marketplaces: Product Cards, Ads and External Traffic
Client
Prosveshcheniye Publishing Group is one of the largest publishing houses in education and children’s literature. prosv.ru
Client website: Prosveshcheniye Publishing Group
Objective
In 2025, the goal was to meet and exceed the sales plan on marketplaces, and to make that growth manageable and scalable.
The main focus: Ozon and Wildberries, plus external traffic from Yandex Direct to product listings.
Starting point
- A large product matrix: without prioritization, budget and effort are easily “spread thin”.
- Some listings needed strengthening: visuals, structure, and reasons to buy.
- In places, advertising brought traffic but did not always convert into orders — the “advertising → listing” link needed to be rebuilt.
What we did
1) Audit and prioritization
We mapped the growth areas across listings and advertising, and identified the priority products and series with which it was most profitable to start scaling.
2) Strengthened listings for conversion
We refined how the listings were presented so that they sold better both organically and with paid traffic:
- infographics in a consistent style,
- a clearer presentation of benefits,
- additional materials (video / extended content) where they had an effect.
3) Rebuilt advertising inside Ozon/WB
We optimized campaign structure and budget allocation, removed ineffective combinations, and reinforced what consistently generates sales.
4) Activated marketplace “boosters”
We used the marketplace tools that act as a multiplier with a large assortment: promotions, combining listings by series, storefronts/brand presentation and other mechanics that increase visibility and conversion.
5) Launched external traffic from Yandex Direct
We set up and optimized campaigns that lead to product listings: the emphasis was on relevance, controllable payback, and scaling the winners.
Results
The 2025 targets set by management were met and exceeded.
That growth came not from “one-off lucky settings” but from a system: strong listings + correctly built advertising + external traffic + scaling of the solutions that work.
Why it worked
We did not simply “pour in traffic” — instead we built a chain in which every stage reinforces the next:
the listing sells → advertising brings in targeted demand → marketplace tools amplify visibility → scaling produces steady growth.
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