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Display location: Ads network – Google Ads, what is it and how does it work
Google Ads is a new type of campaign in Allegro Ads that allows you to advertise your offers directly in Google search engine.
How Google Ads works within the Allegro Ads dashboard
If you add a Sponsored Offers campaign and choose Ads network – Google Ads, the offers you chose for the campaign will have a chance of being shown in Google search results, and on the Google Shopping page after a buyer types in a chosen phrase into Google.
The campaign will start displaying on Google within 3 working days from its launch. This is the time it takes to check whether your offers comply with Google Ads policies. When the ad displays in the search engine, Google's algorithms learn your offers and optimize their performance to match offers to buyers' queries more effectively. Every day, Google gets to know your campaign better, which can result in lower CPC (cost per click) rates and higher returns on investment.
Any campaign change makes Google algorithms start learning from scratch. That is why, you should observe your campaign for some time — at least for 7 days — and then make changes based on the data you collected. The more information you gather, the more likely the campaign will get a higher return on investment.
How to launch the campaign
You can launch the campaign if:
- you have active offers on Allegro
- in the Sponsored Offers campaign, you have Ads network – Google Ads selected as a display location.
Offers you can advertise on Google:
- offers with the Buy now option
- offers, in which you enable at least one delivery option to the buyer’s address, like a registered letter or courier delivery
- offers, which follow Google policies regarding product categories on Google Ads.
How to prepare an offer for the Google Ads campaign
The key elements that affect the optimization of your campaign are: product image, offer title, and EAN. Pay attention to them when listing an offer.
Product image
Google requires images to show the product in detail and accurately. It is best if the product is presented against a white background. Do not include captions, delivery information, purchase incentives, or brand logos on the image.
Offer title
An effective title only applies to the product being offered and contains a maximum of 75 characters. Include a detailed product name and its main features, such as color. If someone is interested in buying a product, they usually look for it by name. So make the most of your offer title to help a potential customer find your product in the Google search engine.
EAN (GTIN) code
If you sell products that have EAN (GTIN) codes, add them to the offer parameters. This will help match your product in the Google search engine with the buyer’s query. The user will see the products that match their needs best.
What if you do not have the EAN (GTIN) code? Contact the manufacturer or the product brand owner. Do not create them yourself, as this may only make it more difficult for the algorithms to position your offer. In that case, focus on the other ad parameters.
To learn more about the EAN (GTIN) code, read this article.
Campaign settlement
We settle the campaign in the Cost-per-click (CPC) model, which means that you pay only when somebody clicks your ad. We will add the campaign fee automatically to your Settlements with Allegro, along with other activities within Allegro Ads. It means that the maximum CPC rate in ad groups for which the display location is Google Ads can be higher than the one you set on activating the ad. You can check the average rate per click for a given display location in the Statistics tab. Go to the table with data, click Dimensions, and then check Display locations.
How to create a Sponsored Offers ad that shows offers on Google also
In order to create an ad that appears on Google, sign in to the Allegro Ads dashboard, and add a Sponsored Offers campaign.
If you choose only one display location: Ads network — Google Ads, the minimum daily budget is 10 PLN. If within one campaign you choose display locations on Allegro and on Google, the minimum budget required to display ads in the Google search engine is 20 PLN. For campaigns longer than 7 days, we recommend choosing Ads network.
Google algorithms need some time to learn to better match your offers to buyers’ queries and to optimize the campaign parameters. This process is represented with a lightbulb, which you will see next to your campaign in the Campaigns tab. Do not make major changes during this time because it may prolong the learning process.
What part of the daily budget will be dedicated to the Ads network – Google Ads
- If you settle on an ad display on Google Ads only, all your declared budget will be dedicated to showing your offers on Google.
- If you choose to display your ad on Allegro and in the Ads network, in statistics, you can check what part of your budget is dedicated to each display location.
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