Launching product ads on Kaspi: a step-by-step guide

With competition rising on the Kaspi.kz marketplace — where the number of active sellers reached 721,000 in the first half of 2024 — it becomes harder to make your listings stand out among similar offers. Kaspi’s built-in advertising tools help increase product visibility and attract more potential buyers. This guide walks you step by step through launching ad campaigns on the platform.

How Kaspi advertising works and why it’s effective

Kaspi advertising operates on an auction model similar to Google Ads and Yandex.Direct. Sellers set bids per click, and the system places products with higher bids in priority positions in the catalog and search results. The effectiveness of this advertising stems from its targeted audience — ads are shown to users already searching for specific products and who are ready to buy. Additionally, integration with payment tools allows buyers to immediately apply installment plans or credit, which significantly increases conversion.

See also: direct link to login and step-by-step instructions — Kaspi.kz seller cabinet.

The platform provides detailed statistics on clicks and conversions, allowing precise measurement of campaign performance. A major advantage is scalability — you can start with minimal budgets and gradually increase them as sales grow. According to platform analytics, items with active advertising typically receive on average 30–40% more views and 15–25% more purchase conversions.

Preparing to launch ads: important preliminary steps

Product card optimization

Before launching ads, make sure product cards are fully ready to attract attention and convert views into sales. High-quality photos should show the item from different angles on a neutral background, with a high resolution of at least 1000x1000 pixels. Upload a minimum of 5–7 images per product so the buyer can examine all features in detail.

Product descriptions should be clear and structured: a concise title, key characteristics (size, color, material), and a short bullet list of benefits at the top. Include full specifications, warranty and service information where relevant. Make sure price and stock availability are accurate — discrepancies between ad and listing often lead to lost conversions and moderator flags.

Data completeness and correctness

Fill in all mandatory fields: correct category, brand, article number (SKU), barcode, and any required documents for regulated or marked goods. Check that titles and attributes match common search queries for your product, but avoid keyword stuffing. Correct metadata and attributes help Kaspi’s algorithms match your offer to relevant searches.

Logistics and payment options

Confirm delivery options and processing times in your seller cabinet. Buyers often choose sellers offering fast shipping or Kaspi’s installment/credit options. If you can provide faster delivery, better returns or free shipping, highlight that in the short description and visuals — these factors materially affect conversion.

How to choose products for advertising

Not every product is equally suited for paid traffic. Prioritize items with proven demand, healthy margins and reliable stock. Typical candidates:

• Top-sellers that can scale further with more traffic.
• New arrivals with competitive advantages (price, features) where early visibility is key.
• Products with good conversion rates in organic search — ads amplify already working listings.
• Seasonal or promotional items where timing matters.

Avoid advertising products with inconsistent stock, weak margins or unclear positioning. Run small tests to evaluate performance before moving large budgets.

Access to the Kaspi ad account and its interface

To launch ads you need access to Kaspi’s advertising dashboard. Access is provided in the seller cabinet; permissions vary depending on account type and role. The interface typically includes campaign lists, ad groups (or product sets), targeting and bid settings, and reports on impressions, clicks, clicks-to-order and revenue.

Familiarize yourself with the main sections: campaign overview, creative/product selection, budget & bid controls, and analytics. Make use of filters and date ranges to compare test periods and quickly spot trends.

Step-by-step ad campaign setup process

1. Define goals. Decide whether the campaign aims for traffic, catalog visibility, or direct sales. Your objective will influence bid strategy and KPIs.
2. Select products. Choose SKUs to include and group similar items by category or margin.
3. Set budgets and bidding. Establish a daily or total campaign budget and initial bids based on expected CPC in your category.
4. Create creatives. Ensure the main image, title and short description are optimized. Some ad formats may allow additional banners or badges (e.g., "Installments available").
5. Configure targeting. Depending on Kaspi features, target by keywords, categories, user intent or placements (search vs. catalog vs. Buy Box placements).
6. Launch and monitor. Start with a limited budget and monitor initial metrics closely for 7–14 days.
7. Optimize. Pause underperforming SKUs, adjust bids for profitable items, and reallocate budget to top performers.

Bidding strategies and budget management

Common approaches:

• Manual CPC: gives control over bid amounts for specific products or placements — good for testing and for sellers who actively manage campaigns.
• Target CPA/ROAS: if Kaspi supports automated bidding, this can optimize for cost-per-action or return on ad spend, reducing day-to-day management.
• Dayparting and budget caps: limit spend during low-conversion times or increase bids during peak demand.

Start with conservative bids near category average CPC and a test budget for 7–14 days. Calculate expected daily budget as target number of clicks multiplied by estimated CPC. If CPA and ROAS are within acceptable limits after testing, increase bids and budgets gradually (10–20% increments rather than big jumps).

Analyzing ad campaign performance

Key metrics to track:

• Impressions and reach — to understand visibility.
• CTR — how often users click from impressions to product page.
• Clicks and CPC — volume and cost trends.
• Conversion rate (CR) — clicks that turn into orders.
• CPA and ROAS — to evaluate profitability.
• Revenue and average order value — for full financial context.

Use cohorts (by SKU, by campaign, by placement) to find the most efficient combinations. Track performance over time and isolate impacts from promotions, price changes or stock outages.

Common mistakes when launching ads and how to avoid them

• Poor product cards. Low-quality images, incomplete specs and unclear prices lead to low conversion. Fix card quality before boosting traffic.
• Incorrect stock data. Advertising out-of-stock items wastes budget and harms account metrics.
• Overbidding without testing. Large bids before testing can drain budget on non-performing traffic.
• Ignoring KPIs. Not monitoring CTR, CPC and CR in the first 7–14 days can let inefficiencies persist.
• Violating policies. Misleading photos/descriptions or selling prohibited items leads to campaign or account suspensions.

Run a moderation checklist before launch and correct flagged issues to avoid pauses and additional reviews.

Scaling and optimizing ads on Kaspi

When tests prove profitable, scale thoughtfully:

• Gradually increase daily budgets and bids by 10–20% to avoid sudden drops in efficiency.
• Expand to related SKUs and categories that showed similar user intent.
• Test different creatives and short descriptions to improve CTR and CR.
• Use negative keyword or placement exclusions (if supported) to cut off irrelevant traffic.
• Automate routine optimizations where possible, but keep periodic manual audits.

Key principles of successful advertising on Kaspi

• Start with strong product cards. Ads amplify what already works; if the listing is weak, paid traffic won’t convert.
• Test first, scale later. Use short test windows (7–14 days) to collect reliable metrics.
• Measure profitability, not just clicks. Track CPA and ROAS to ensure growth is sustainable.
• Keep logistics tight. Fast delivery, accurate stock and favorable payment options (installments/credit) materially increase conversions on Kaspi.kz.
• Iterate continuously. Marketplace dynamics change; regular analysis and adjustments are necessary to stay competitive.

Following these steps will help you run more effective ad campaigns on Kaspi and grow sales without unnecessarily burning the budget. Start small, measure carefully and scale what works.

The description must be complete and accurate, including all key features, dimensions, materials and other important details. Pay special attention to the product name — it should contain the keywords buyers may use to search for the product while remaining concise and informative.

All technical specifications in the dedicated fields of the product card must be filled with the appropriate values. This not only improves how buyers perceive the product, but also helps Kaspi’s algorithms correctly classify and display the product in the relevant categories and search queries.

The price should be competitive and reflect the market situation. Before launching ads, analyze prices for similar products from competitors to ensure your offer will be attractive to buyers.

Stock and availability check

Advertised products must be in stock in sufficient quantities to meet the increased demand after the ad launch. Make sure products are ready for shipment within the times indicated in the product card and that there are no supplier issues that could cause delays. Advertising products that cannot be delivered quickly may result in negative reviews and a drop in store rating.

Regularly check and update stock availability information. Kaspi may lower the ranking of advertising campaigns for products with frequent availability issues, which will reduce ad effectiveness and lead to loss of invested funds.

Rating and reviews check

For a successful advertising campaign, it’s important to have a sufficiently high store rating — not less than 4.5 stars. It’s also recommended to have at least 5–10 positive reviews for the products you plan to advertise. The absence of significant negative reviews in the last 30 days is also an important factor.

Reviews play a key role in purchase decisions. Buyers who come via ads are more likely to make a purchase if they see positive feedback from other customers. A high rating also increases trust in the store and can improve ad conversion.

How to choose products for advertising

Choosing the right products for promotion is one of the key factors in a campaign’s success. Not all items in your assortment are equally suitable for advertising, so it’s important to select those that will bring the highest return on investment.

First, focus on high-margin products that will provide enough profit to cover advertising costs. Low-margin items may not recoup ad spend even with good conversion.

Popularity and seasonality also play an important role. Products that are relevant for the current season and in high demand are more likely to attract buyers’ attention. For example, promote leisure and garden products in summer, and school supplies before the start of the school year.

Uniqueness of the offer is another important criterion. Choose products to advertise where you have a competitive advantage — better price, more favorable delivery terms or exclusivity. This will increase ad effectiveness and lower customer acquisition costs.

Products that already show a high conversion rate from views to purchases are also good candidates for advertising. Analyze sales statistics in your seller dashboard to identify such items and scale their success with ads.

Also consider a product’s potential to stimulate additional or repeat purchases. Some products can serve as “entry points” into your sales funnel, attracting customers who later make larger purchases or become repeat buyers.

Access to the Kaspi advertising account and its interface

To start advertising, you need to log into the seller dashboard at partners.kaspi.kz. In the main menu find the “Marketing” or “Promotion” section, then select the “Advertising account” or “Kaspi Реклама” subsection. The Kaspi advertising account interface is intuitive and contains several main sections.

The control panel shows overall statistics, including information about active campaigns, spend and performance. Here you can quickly assess the current situation and decide if adjustments are needed.

The “Campaigns” section contains a list of all your advertising campaigns with filtering and sorting options. You can view active, paused and completed campaigns, and create new ones.

In the “Products” section you can select and configure advertised products, and view statistics for each product. Here you’ll see which products attract the most attention and have the best conversion.

The “Analytics” section provides detailed performance data for ads, including clicks, impressions, conversions and return on investment. These data will help you optimize ad campaigns and maximize their effectiveness.

The “Finance” section contains information on spend, topping up the ad account and payment history. Here you can control the budget and plan future ad expenses.

In the “Settings” section you can change account parameters, configure notifications and get access to the API for integration with external ad management systems.

Step-by-step process for setting up an advertising campaign

Step 1: Create a new campaign

The process starts by clicking “Create campaign” or the “+” button in the advertising account. At the first stage you’ll be asked to choose a campaign type: catalog promotion, search promotion or combined promotion. For beginners, combined promotion is recommended because it provides the widest reach.

After choosing the campaign type, enter its name. Use clear labels that will help you later identify and analyze results. For example, the name can include category, brand and the campaign period: “Samsung smartphones — June 2025”.

A clear and informative name will help you quickly find the campaigns you need and analyze their performance, especially if you plan to run several campaigns simultaneously or at different times.

Step 2: Choose the target audience and set targeting

At the second stage you need to define the target audience and set targeting parameters. First, choose the geography for ad delivery — cities or regions of Kazakhstan where your products will be advertised. If you offer nationwide delivery, you can select all regions; if delivery is limited to certain cities, focus only on them.

Next, determine the time frames for ad display. You can select specific days of the week and hours when your ads will be active. Sales statistics analysis will help identify periods of highest audience activity so you can concentrate ad efforts then.

Depending on platform capabilities, you can also set additional audience parameters such as age groups, purchasing power or purchase history. These settings will make your ads more targeted and effective.

Correct audience selection will optimize ad spend and increase conversion. Don’t try to reach the widest possible audience — a narrower, more precise targeting often brings better results.

Step 3: Select and add products

After configuring the campaign parameters, add the products to be advertised. Click “Add products” in the campaign settings and use search or filters to choose appropriate items from your assortment.

You can filter products by category, popularity or stock availability. This is especially useful if you have a large assortment and need to quickly find specific items for advertising.

Once you’ve found the needed products, select them to add to the campaign and click “Add selected” or a similar button. The chosen products will be added to your advertising campaign, and you can configure individual ad parameters for each of them.

At this stage, re-check the product cards you added to ensure they’re fully ready for promotion: quality photos, detailed descriptions and competitive prices.

Step 4: Set budgets and bids

Setting budgets and bids is one of the key stages of creating an ad campaign. Start by setting a daily budget, which determines the maximum amount you’re willing to spend on ads per day. For beginner advertisers it’s recommended to start with 3000–5000 tenge per day, gradually increasing the budget as you get positive results.

After setting the overall budget, choose a bidding strategy. Kaspi usually offers two main strategies: manual bidding and automatic optimization. Manual strategy suits experienced users who already have an idea of click costs in their category and want full control over spend. Automatic strategy is better for newcomers, as the system optimizes bids itself to achieve the best results.

With manual bidding you’ll need to specify the maximum cost per click for each product. This rate determines how much you’re willing to pay for a single user click on your product page. Generally, the higher the bid, the more often your ad is shown and the higher its position in search results or catalog.

With automatic strategy you can choose target metrics such as target customer acquisition cost or conversion maximization. The system will automatically adjust bids to achieve the goals you set.

Step 5: Configure ads and visual elements

After setting budgets and bids, check how your ads will look. Review ad previews for each product and, if necessary, edit titles and descriptions to make them more appealing and informative.

The ad title should be short and include key product features or unique advantages. The description should complement the title and provide additional information that may interest a potential buyer.

Also make sure all visual elements of the ad display correctly. Images should be sharp, well-lit and show the product from its best angles. Remember that visuals are often the first thing a user notices.

Finally, check that all ad materials comply with Kaspi’s rules. Incorrect or misleading ads may be rejected by moderation, delaying the launch of your campaign.

Step 6: Review and launch the campaign

Before launching the campaign, carefully review all settings to ensure they are correct. Check the campaign summary, including campaign type, target audience, selected products, budget and bids.

Also pay attention to the reach forecast and potential results, if such information is provided by the system. This will help you assess if expected results match your goals and adjust settings if necessary.

After a thorough review, click “Launch campaign.” Note that your campaign must pass moderation before publication, which usually takes up to 24 hours. Moderation checks compliance with platform rules, accuracy of information and other parameters.

After successful moderation, your campaign will run automatically according to the specified parameters. You can then begin monitoring its performance and making necessary adjustments to achieve the best results.

Bidding strategies and budget management

Click cost on Kaspi is formed based on several factors — understanding them will help optimize your ad spend. Category competition is one of the key factors: the more sellers advertise similar products, the higher the bids. Seasonality also significantly affects costs — during pre-holiday periods and peak demand seasons bids can rise sharply.

Product card quality and seller rating also influence click cost. The platform typically rewards sellers with high ratings and quality content by offering better ad placement conditions. Historical conversion also matters — if your ads show good conversion, the system may lower click cost, thereby increasing the efficiency of your ad investments.

Time of day and day of week can also affect click cost — during peak user activity competition for audience attention increases, leading to higher bids. Understanding these factors will allow you to develop a more effective bidding and budget management strategy.

For new products it’s recommended to start with relatively high bids to quickly gain views and initial sales, then gradually optimize ad spend based on collected data. For products with a sales history an automatic strategy focused on conversion maximization may be more effective, as the system already has enough data to optimize.

If you run a clearance sale or want to quickly clear stock, it makes sense to set high bids for a short period to attract maximum attention to your products. For long-term promotion, a gradual increase in bids with regular ROI analysis every 3–5 days is optimal.

When managing your budget, it’s recommended to start with small sums (3000–5000 tenge per day) and scale ads when you get positive results. Allocate budget unevenly: about 70% to bestsellers and proven products, and 30% to new and experimental items.

Regularly analyze the cost of acquiring a customer and compare it to the profit from the sale. It’s recommended to set a limit for ad spend relative to profit — for example, advertising costs should not exceed 15% of profit. Adjust budgets by day of week, increasing them during periods of highest buyer activity.

Analyzing ad campaign performance

Effective ad management on Kaspi requires regularly tracking key metrics. CTR (Click-Through Rate) is the percentage of clicks out of impressions and shows how attractive your ad is to the audience. CPC (cost per click) reflects the average price you pay for one click and helps evaluate ad budget efficiency.

Conversion — the percentage of purchases from clicks — is one of the most important metrics because it’s directly linked to ad payback. ROAS (Return On Ad Spend) shows the ratio of revenue to ad spend and helps assess overall campaign effectiveness. ROI (Return On Investment) shows the ratio of profit to ad spend and is the final indicator of ad investment success.

When evaluating campaign results, avoid rushing to conclusions. It’s recommended to analyze performance no earlier than 5–7 days after launch so the system has time to collect sufficient data for an objective assessment. Compare your metrics with category averages to understand how successful your campaign is relative to competitors.

Analyze ad performance by time of day and day of week. This will help identify peak activity periods of your target audience and optimize ad scheduling. Also consider disabling ineffective products and reallocating budget to more successful items to improve overall campaign profitability.

To increase efficiency, regularly test different bids and strategies. Experiment with various ad parameters, analyze results and apply insights to optimize future campaigns.

When interpreting reports, pay attention to the following patterns: low CTR with high CPC may indicate a need to revisit keyword selection or improve the product card. High CTR but low conversion may signal that the product doesn’t meet buyers’ expectations, price is uncompetitive, or purchase conditions are unsatisfactory. High conversion but low ROAS may indicate a need to revise pricing policy or lower ad bids. Uneven results by day may be a reason to schedule ads for the most effective periods.

Common mistakes when launching ads and how to avoid them

When launching ads on Kaspi, many sellers encounter common mistakes that reduce campaign effectiveness. One widespread problem is using low-quality photos. Images should be sharp, professional and show the product from its best angles. Poor or blurry images can deter potential buyers even if the product itself is excellent.

Misclassifying the product category is another frequent error. The product should be placed in the most relevant category so the ad reaches an interested audience. Placing items in the wrong category can lead to low conversion and wasted ad budget.

Many beginners try to cover too wide an assortment from the start, spreading the ad budget across many products. It’s recommended to begin by focusing on a few most promising products, then gradually expand the advertised assortment based on results.

Insufficient budget is also a common issue that prevents achieving meaningful results. Allocate enough funds to collect statistically valid data on ad performance and make informed decisions.

In campaign management, frequent changes to settings are a common mistake. Avoid changing parameters more often than every 3–5 days because the system needs time to adapt to new settings and gather relevant data.

Ignoring statistics and making decisions based on assumptions rather than data is another common mistake. All changes to ad campaign settings should be based on analysis of the results obtained.

Many sellers expect instant results and are disappointed if they don’t see immediate effects. It’s important to understand that ad campaigns need time to collect data and optimize, and the first significant results usually appear several days after launch.

Ignoring seasonality can also lead to incorrect interpretation of results. When evaluating ad effectiveness, consider seasonal demand fluctuations that can significantly affect conversion and ROI.

A common analytical mistake is focusing only on the number of clicks, although this metric is less important than conversion and ROI. A large number of clicks without corresponding purchases may indicate problems with the product card or pricing, not the success of the campaign.

Many sellers also analyze ads in isolation from other sales channels. It’s important to consider Kaspi advertising as part of the overall marketing strategy and evaluate its effectiveness in the context of all promotion and sales channels.

Another frequent mistake is abandoning campaigns that appear unprofitable at first glance. Sometimes ads work for brand awareness and delayed sales, and their effectiveness cannot be judged solely by immediate conversions. Consider the long-term effect of increased brand recognition and customer loyalty.

Scaling and optimizing ads on Kaspi

A successful campaign launch is only the first step. To achieve maximum results you must constantly scale and optimize ads based on collected data. Start by promoting 5–10 of the most popular high-margin products to understand how the system works and gather initial performance data.

After obtaining positive results, gradually expand the advertised assortment by adding products from related categories. This will allow you to reach a wider audience and increase total sales without reducing ad investment efficiency.

Increase the daily budget gradually, roughly 10–15% per week, provided performance metrics remain stable or improve. A sudden budget increase can temporarily lower conversion, as the system will need time to adapt to the new conditions.

Experiment with different campaign types and settings combinations to find the optimal strategy for your business. Test various targeting approaches, bid settings and ad creatives, analyze results and apply lessons to future campaigns.

Seasonal optimization is an important aspect of successful advertising. Plan budget increases and strategy adjustments ahead of holidays and seasonal demand spikes. During these periods competition usually intensifies, and maintaining visibility may require higher bids.

Create separate campaigns for promotional products with limited-time offers. This allows more precise control of spend and ad effectiveness for special deals, and lets you react quickly to competitive changes.

Adjust bids depending on seasonal competition in the category. At certain times of year some product categories experience increased demand, which leads to stronger competition and higher click costs. Understanding these seasonal fluctuations will help you optimize ad budget and maximize ROI.

To achieve maximum efficiency, integrate Kaspi advertising with other marketing channels. Synchronize promotions and special offers with your social media activities to create a unified information field and amplify marketing effects.

Use consistent key messages across Kaspi ads and other channels to build brand recognition and increase buyer trust. Consistent communication across channels significantly improves effectiveness.

Analyze which products perform better on Kaspi and which are better promoted via other channels, based on conversion data and customer acquisition cost. Some products may show better results on Kaspi, while others perform better in social networks or other marketplaces.

Key principles of successful advertising on Kaspi

Advertising on the Kaspi marketplace is an effective tool to increase sales, available to sellers of any experience level and budget. To achieve the best results, follow several key principles.

First, thoroughly prepare product cards before launching ads. Quality photos, detailed descriptions and up-to-date prices are the foundation of a successful ad campaign. Even the most expensive ads won’t bring desired results if the product card doesn’t inspire trust in potential buyers.

Start with a small budget and scale ads gradually as you get positive results. This approach minimizes risk and allows you to optimize ad investments based on actual data rather than assumptions.

Regularly analyze campaign performance and adjust strategy based on results. Pay attention not only to clicks but also to conversion, return on investment and other key metrics that reflect the real effectiveness of ads.

Focus on the relationship between costs and profit, not just on clicks or impressions. Ultimately, a campaign’s success is determined by its impact on your business’s financial performance, not the amount of traffic it brings.

Take seasonality and category specifics into account when planning and evaluating campaigns. Different product categories have their own sales rhythms, and an effective ad strategy must consider these factors.

By following this step-by-step guide, even novice sellers can launch an effective advertising campaign on Kaspi and increase sales on Kazakhstan’s leading marketplace. Remember that advertising is not a one-time action but a continuous optimization process that, with a competent approach, provides steady business growth.

With growing competition on the platform — where the number of active sellers already exceeds 720 thousand — the ability to use advertising tools effectively becomes a key success factor. Sellers who master these tools and learn to optimize campaigns will gain a significant advantage in competing for buyers’ attention and will be able to fully realize their business potential on Kaspi.