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Allegro Ads — how to do it better
Have you already had your first experience with a Sponsored offers campaign? Wonder what you can improve to obtain the expected return on investment? Here are several tips worth considering.
Each tip corresponds to one of the most common mistakes the sellers make when running long-term Sponsored offers campaigns in Allegro Ads.
Mistake 1: I have no time to analyze the statistics. This campaign simply does not work.
Tip: Check statistics regularly and draw conclusions.
The campaign's effectiveness is affected by various factors. To make it most profitable, you should invest in advertising offers that are the most popular among customers. Use the statistics of your campaigns in the Allegro Ads dashboard.
Check the statistics of particular offers regularly. You can sort them, for example, by the amount invested in advertising — starting with the highest amount. This will help you easily identify the most popular offers and those that generate costs and do not contribute to your sales. You can add the non-profitable ones to an ad group with a separate budget or disable them for some time.
Thanks to the data about the most and least successful offers, you can systematically improve your return on investment. The best campaigns that reach high returns on investment are preceded by a systematic analysis and work on ad groups' settings.
Mistake 2: I draw conclusions too quickly.
Tip: Test your campaign for a week and observe the trends.
You should test a campaign for at least a week. Why? The traffic on Allegro is different each day. The process your customers go through — from the product search to the purchase — is reflected in the results after the first full week of the active campaign.
Mistake 3: I exclude display locations.
Tip: Select all display locations and analyze your return on investment.
We offer 5 display locations for Sponsored offers:
- search results
- the left-hand column in the search results
- offer page
- Google Ads network
- other display locations (for example, the home page and category page).
We advise you to select all the locations when creating your first Allegro Ads campaign. After several weeks, you can check which locations generate the highest return on investment for you. Consider also the breakdown of ad groups by specific display locations and adjusting different rates per click.
Every buyer behaves and searches for products differently. That is why it is worth using every location so that your offer always has a chance to be displayed to the buyer.
Mistake 4: I advertise single offers in an ad group.
Tip: Avoid ad groups that are represented by just one offer.
Sellers sometimes add only one or two offers to the ad group and use it to assess the campaign's effectiveness. First, check all your offers to determine which are most popular and generate the highest return on investment.
If you select just one offer, you give us no possibility to optimally allocate your budget for the most effective offers.
Mistake 5: In the campaign, I advertise the worst-selling offers. I expect they will start selling.
Tip: A key to success is to identify the best products.
The Allegro Ads campaign ensures that you reach customers the moment they are looking for the products you offer. Thanks to it, you can effectively advertise selected offers in several locations — which increases the chances of sales.
The better and more competitive offer you add to Sponsored offers, the fewer paid clicks are needed to generate sales. That means you can profit more if you advertise the best offers.
Mistake 6: I include all the offers in one ad group.
Tip: Remember to divide the ads into groups.
It is best to create campaigns that relate to one topic. Make a more precise division at the level of ad groups. The better you group your advertised offers, the easier it is for you to select optimum rates and daily budget, and assess the campaign's effectiveness.
You can adjust the CPC rate and the daily budget better if you group your ads by, for example, products from a specific category or one price range. You can also divide ad groups by products' popularity or seasonality, or select those that sell best. It all depends on your assortment.
Mistake 7: I do not adjust my campaigns to different seasons.
Tip: Prepare for the season.
You know your business and understand which season is the best for you. Analyze your sales in the past 12 months to see when it is a good idea to introduce additional advertising activities. You can have an active campaign all year round, but during the season, focus on the most sought-after products at that time.
You can also use the Campaign Planner to check annual trends for keywords that describe your products best.
The time of increased interest in your products is the best time for you to boost your sales. A well-prepared offer and the possibility to display it in the best locations on Allegro may be your key to success.
