Kaspi Marketing is Kaspi's in-platform advertising service, where you pay per click. Work out your bid from your own profit; the category's average bid is only a hint. The ceiling is your profit per order before advertising, multiplied by your click-to-order conversion rate. If a product leaves you 2,600 ₸ net and a hundred clicks bring two orders, anything above 52 ₸ per click is already a loss. Your bid should be lower.
In short
- You pay only for a click, that is, a visit from the ad to the product card. Bids start at 3 ₸, the daily budget at 1,000 ₸.
- A bid above the category average gets more impressions. You can see the average in the settings, but it's the market price, not your limit.
- Break-even ad spend ratio (ДРР, the share of ad costs in revenue as Kaspi's cabinet calls it) is profit per order before advertising ÷ price. If a campaign's ratio is above that figure, your profit is gone.
- Kaspi gives you 20,000 bonuses for your first campaign. Spend them on measuring conversion, not on "free orders".
- From an ad, the customer lands on a product card where nobody but you is listed, even if ten other stores sell the product.
How payment works in Kaspi Marketing
Everything below is based on the official pages of Kaspi Guide for partners, Kaspi's official help center.
| Parameter | Rule |
|---|---|
| What you pay for | Only clicks: a customer going from the ad to the product card (q1682) |
| Cost per click | You set it yourself, minimum 3 ₸ (q2347) |
| Average cost per click | Formed from the bids of stores in your category; if your bid is higher, your ad is shown more often (same page) |
| Daily budget | Minimum 1,000 ₸; once spent, the campaign stops until the next day (q1696) |
| Starter bonuses | 20,000 bonuses before your first campaign, spent first (same page) |
| Charging | Daily for the previous day from your current account; after a pause or deletion, the next day at 09:00 (q1741) |
| Launch condition | If other sellers have the product, your price is no more than 3% and no more than 3,000 ₸ above the minimum; for delivery within Almaty, no higher than the minimum among sellers in the city (q2088) |
| Card opened from an ad | Only the seller who launched the ad is shown (q2067) |
| Several advertisers | If several sellers advertise the same product, the card shows the one with the higher bid (q2088) |
Because of the last two rows, advertising on Kaspi doesn't work the way it seems. You're buying a customer who will arrive at a card with no competitors, and you don't need to be first in the regular list for that. True, if three other stores are advertising the same product, you'll still have to fight, only now with bids.
The maximum bid formula
Maximum bid = Profit per order before advertising × Click-to-order conversion
Profit per order before advertising is the price minus landed cost, Kaspi's commission including VAT, Kaspi Delivery (Kaspi's shipping service), tax, packaging and a returns reserve. We showed how to calculate each item in "How to Stop Selling at a Loss on Kaspi".
Conversion is orders divided by clicks on your campaign. Plugging in a figure from someone else's article makes no sense: your product has its own photos, price, reviews and rating. You'll have to measure it.
Worked example
Say the product costs 15,000 ₸ (a hypothetical example, not a client case). Of that, 8,500 ₸ is landed cost, 1,875 ₸ is the 12.5% commission including VAT, about 1,275 ₸ is Kaspi Delivery, 450 ₸ is the 3% tax, and 150 ₸ each goes to packaging and returns. Before advertising, 2,600 ₸ is left.
| Click → order conversion | Bid ceiling | Bid if we give half the profit to ads | Cost per order | Net after ads |
|---|---|---|---|---|
| 1% | 26 ₸ | 13 ₸ | 1,300 ₸ | 1,300 ₸ |
| 2% | 52 ₸ | 26 ₸ | 1,300 ₸ | 1,300 ₸ |
| 3% | 78 ₸ | 39 ₸ | 1,300 ₸ | 1,300 ₸ |
| 5% | 130 ₸ | 65 ₸ | 1,300 ₸ | 1,300 ₸ |
The cost per order in the last columns is the same for a reason: if you set the share of profit you're willing to give to advertising, the bid adjusts to conversion automatically. The better the card sells, the more you can pay per click for the same profit.
What share of profit to give to advertising
This is a decision, not a formula. Some guidelines:
For a new product with no reviews, you can give more, even all the profit, until the first sales and ratings come in. The key is to write down in advance the date when this stops.
If you're already first in the card, there's no need to be generous. Some of the ad-driven customers would have come to you without the ad, so it's worth cutting the share.
With your own brand it's the opposite: ads there are often the only source of customers, and the share is higher. Just measure its payback over a month, not per order.
Ad spend ratio: how to read the figure in your cabinet
Kaspi calculates the ad spend ratio for each campaign (Kaspi Guide):
Ad spend ratio = Ad spend ÷ Sales revenue × 100%
To tell whether your ratio is good, compare it with the break-even level:
Break-even ad spend ratio = Profit per order before advertising ÷ Price × 100%
For our product, that's 2,600 ÷ 15,000 = 17.3%. Anything above that, and the ads are running at a loss. With a 26 ₸ bid and 2% conversion, an order costs 1,300 ₸, and the ratio comes out at about 8.7%, exactly half the limit.
There's no universal "normal ad spend ratio". A product with profit at 30% of its price has one acceptable ratio; a product with 8% profit has a completely different one. Only compare with your own break-even level.
Related orders
Kaspi counts related orders: a customer clicked on your ad and within 14 days bought another product from you in the same category (Kaspi Guide). These go into the campaign statistics.
This matters for calculating your bid. If the related orders are cheap products with a different margin, the campaign's ad spend ratio looks better than the economics of the advertised product. Export the report to Excel and calculate profit separately for direct and related orders. Decide the bid for a product based on direct orders.
A test on starter bonuses
The 20,000 starter bonuses are your measurement budget. At 26 ₸ per click, they'll cover about 770 clicks, and at 2% conversion, around fifteen orders.
Fifteen orders tell you little about conversion: two lucky days and the figure jumps twofold. We'd aim for 30 orders per product or group of similar products before fixing a bid (that's our guideline, not a Kaspi rule). At 2%, that's about 1,500 clicks, around 39,000 ₸ at 26 ₸ per click.
How to run the test:
- Pick 3–5 products whose rating, photos and reviews are in good shape. Ads won't rescue a weak card; you'll just pay for clicks from people who left.
- Start your bid at the category average, but check that it isn't above the ceiling at a cautious conversion rate, say 1%.
- After 7–10 days, calculate the actual conversion based on direct orders.
- Recalculate the ceiling and the working bid using the formula.
- Switch off products whose conversion doesn't support a bid above the category average: their ads will be shown rarely or at a loss.
Recalculating bids weekly
The test is done and you've found a bid, but it isn't permanent. You raised the price, got a couple of one-star ratings, the season started or a new competitor arrived, and conversion is now different. Once a week, say on Monday morning, this routine is enough:
- Export statistics by product: clicks, direct orders, spend.
- Calculate conversion over 2–4 weeks, not just the last one: a single week is too noisy.
- Recalculate the bid:
New bid = Profit per order before advertising × Actual conversion × Share of profit for advertising
- Move the bid gradually, by no more than 20–30% at a time; that's our guideline, not a rule. Double your bid and change the photos on the same day, and you can no longer tell what worked.
- Check against the price. If you lowered the price in the card, your profit before advertising went down, and the bid should go down with it.
When to take a product out of advertising
Switch it off without regrets in four cases. First: over a month, conversion never allowed a bid above the category average, so the ad is either barely shown or runs at a loss. Second: stock is below a week's sales; ads will drive demand, and cancellations due to an empty warehouse will hit your quality metrics. Third: the price has gone more than 3% or 3,000 ₸ above the minimum in the Kaspi store, and under the rules such an ad simply can't be launched. And fourth: the ad spend ratio has been above break-even for two weeks in a row, with no gain in reviews or rating over that time.
Groups instead of individual products
Kaspi lets you change the bid either for individual products or for a category, in which case the bid for all products in it changes automatically (Kaspi Guide). That's convenient for similar products with similar margins. Not for products with different economics: one bid for all means some products overpay and others get too few impressions. Group by profit before advertising, not by catalog category.
Kaspi's product conversion score
In «Маркетинг» ("Marketing"), a product eventually gets a "conversion score": how often it's bought compared with its category (Kaspi Guide). You'll have to wait for it: it takes 30 days from when the product was added and at least 2,000 views, after which it updates once a day. Kaspi considers 1 to 6.9 low and 7 to 10 high, and only products rated above 3 stars get a high score.
This isn't the same as your click-to-order conversion. But it works as a filter: a product with a score of 4 should be fixed first (photos, description, price, reviews), and only then advertised.
Ads or dumping
Sometimes it's easier to cut the price than to bid. Both buy you an order; the only question is which is cheaper for this particular product.
You pay for a price cut on every order, including those that would have come at the old price. Ads charge the bid per click, and only for people who came through the ad, and the card opened from an ad has no competitors.
If you need to cut the price by 800 ₸ to take first place in the card, and an order from ads costs 500 ₸, ads are the better deal. If you're already first in the card, first check whether you're paying for people who would have bought without the ad. We covered how dumping (aggressive price undercutting) works and how to calculate a minimum price in "Dumping on Kaspi".
Common mistakes
- Setting your bid at the category average. The average is other stores' bids with other margins.
- Calculating the ad spend ratio without comparing it to break-even. 10% may be excellent for one product and loss-making for another.
- Mixing direct and related orders. A product's bid is calculated from its own economics.
- Judging conversion by a dozen orders. Chance still plays too big a role.
- Advertising a product with a low conversion score. Fix the card first, then advertise.
- Forgetting the 3% rule. If your price is more than 3% or 3,000 ₸ above the minimum in the Kaspi store, you can't advertise a product that other sellers also offer.
- Ignoring delayed charging. After a pause, the money is charged the next day at 09:00.
Checklist
- Profit per order before advertising is calculated for every advertised product.
- The break-even ad spend ratio is calculated.
- You've decided what share of profit to give to advertising for each product group.
- The starter bonuses were used to measure conversion.
- Conversion is calculated on direct orders, without related ones.
- The bid isn't above the ceiling: profit × conversion.
- No products with a low conversion score are being advertised.
- The price is within 3% and 3,000 ₸ of the minimum.
- Once a week, the ad spend ratio is checked against break-even and bids are recalculated.
How to automate it
Five products can be recalculated by hand every Monday. Fifty can't. Kaspi Marketing AI in SaleScout manages your Kaspi Marketing bids for you and currently comes free with the Kaspi bot. The bot, in turn, holds your price in the product card: it checks prices every 20 seconds and never goes below your minimum price. You still set the product economics yourself, using the calculation in this article. You can try the bot free for 7 days, no card required.
FAQ
How does the cost-per-click bid work in Kaspi Marketing?
You set the cost per click yourself, minimum 3 ₸, and the daily budget, minimum 1,000 ₸. Money is charged only when a customer goes from the ad to the product card. If your bid is above the category average, your ad is shown more often.
What cost-per-click bid should I set in Kaspi Marketing?
The limit is profit per order before advertising multiplied by click-to-order conversion. With 2,600 ₸ of profit and 2% conversion, that's 52 ₸. Bid less: if you're willing to give half the profit to ads, it comes to 26 ₸.
What ad spend ratio is considered normal on Kaspi?
There's no standard for all products; each has its own limit. Calculate the break-even ratio: profit per order before advertising ÷ price × 100%. For a 15,000 ₸ product with 2,600 ₸ profit, that's 17.3%, and a campaign with a higher ratio is already losing money.
Why aren't my Kaspi ads paying off?
Most often the bid was set at the category average rather than from the product's profit, conversion was estimated on too few orders, or direct and related orders were mixed up. Another reason is advertising products with a low conversion score.
Can I advertise a product that other sellers also sell?
Yes, if your price is no more than 3% and no more than 3,000 ₸ above the minimum in the Kaspi store; for delivery within Almaty, no higher than the minimum among sellers in the city. In the card opened from the ad, the customer will see only your store.
What are related orders in Kaspi Marketing?
These are orders where a customer clicked on your ad and within 14 days bought another product from you in the same category. They're counted in the campaign statistics, so to calculate the bid for a specific product, count direct orders separately.
How should I use the 20,000 starter bonuses for ads?
As a budget for measuring conversion. Launch 3–5 products with good cards, calculate conversion on direct orders after 7–10 days, and recalculate the bid with the formula. At a 26 ₸ bid, the bonuses cover about 770 clicks.
Sources
All links checked Oct 15, 2026. The sources are in Russian; original titles are given with English translations.
- Kaspi Guide for partners. «Что такое реклама товаров в сервисе „Маркетинг“?» ("What is product advertising in the Marketing service?") — https://guide.kaspi.kz/partner/ru/marketing/advert_goods/q1682
- Kaspi Guide for partners. «Я могу сам установить цену за клик?» ("Can I set the cost per click myself?") — https://guide.kaspi.kz/partner/ru/marketing/advert_goods/q2347
- Kaspi Guide for partners. «Сколько стоит реклама товаров?» ("How much does product advertising cost?") — https://guide.kaspi.kz/partner/ru/marketing/advert_goods/q1696 (updated Oct 31, 2025)
- Kaspi Guide for partners. «Как оплачивать рекламу товаров?» ("How do I pay for product advertising?") — https://guide.kaspi.kz/partner/ru/marketing/advert_goods/q1741
- Kaspi Guide for partners. «Какие условия запуска рекламы на товар?» ("What are the conditions for advertising a product?") — https://guide.kaspi.kz/partner/ru/marketing/advert_goods/q2088
- Kaspi Guide for partners. «…Покупатель будет видеть предложения других продавцов?» ("…Will the customer see other sellers' offers?") — https://guide.kaspi.kz/partner/ru/marketing/advert_goods/q2067 (updated Nov 4, 2025)
- Kaspi Guide for partners. «Что такое ДРР?» ("What is the ad spend ratio?") — https://guide.kaspi.kz/partner/ru/marketing/advert_goods/q4166
- Kaspi Guide for partners. «Что такое сопутствующие заказы?» ("What are related orders?") — https://guide.kaspi.kz/partner/ru/marketing/advert_goods/q4167 (updated Jan 12, 2026)
- Kaspi Guide for partners. «Что такое оценка конверсии товара?» ("What is a product conversion score?") — https://guide.kaspi.kz/partner/ru/marketing/advert_goods/q3350 (updated Jun 30, 2026)
- Kaspi Guide for partners. «Сколько стоит Kaspi Доставка?» ("How much does Kaspi Delivery cost?") — https://guide.kaspi.kz/partner/ru/shop/delivery/shipping/q2288
Bota, SaleScout analyst
SaleScout is our company's product. Kaspi and Kaspi.kz are trademarks of Kaspi.kz JSC; SaleScout is not affiliated with Kaspi.
