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General information on Allegro Ads
How to activate an Allegro Ads campaign in the listing form
If you want to advertise your offers but are not familiar with the Allegro Ads tool yet, you can activate an advertising campaign when listing offers through the listing form.
If you want to advertise your offers but are unfamiliar with the Allegro Ads tool, you can activate an advertising campaign while listing the offer.
Why you should consider using Allegro Ads
Using additional options to advertise offers is an opportunity to reach new customers:
- we will display your offer in 5 locations on Allegro — including on top of the search results
- we will publish your ad in the Google network automatically — your offers will be displayed at the top of Google search results and in the Google Shopping tab.
- you only pay when your ad gets clicked — you set a daily budget for the ad, and we set the cost per click automatically
- we will provide you with control of your expenses and access to your ad statistics in the Allegro Ads dashboard — including the number of views, clicks, and costs.
How to add an advertising campaign in the Offers listing form
- Go to the listing form.
- Select a product from the Allegro Product Catalog or complete the product details on your own — check what you cannot advertise with Allegro Ads.
- Complete product parameters and add an image — you cannot advertise offers without images with Allegro Ads.
- Go to the Sales Settings section and select buy now as the Sales format — offers listed as auctions cannot be advertised with Allegro Ads.
- After completing all fields, go to the Offer advertising on Allegro and in the Google Ads section — if this option is not displayed, you are listing a product that cannot be advertised with Allegro Ads, or you are listing an offer as an auction.
- Set the campaign daily budget in the Create a campaign and advertise your offer section. Click [advertise the offer]. The minimum daily budget is 10 PLN. Learn how the Allegro Ads daily budget works.
- Click [list product] — we will list your offer and create an advertising campaign for it automatically.
You can check all advertised offers in the Allegro Ads dashboard — in the Campaigns section, under the name Formularz wystawienia / (Listing form).
How to edit an ad in the offer form
You can edit the daily campaign budget or cancel the offer anytime. All you need to do is:
- sign in to your account
- click [edit] next to a given offer
- edit selected settings.
How to disable a campaign
If you want to disable an advertising campaign for offers activated via the listing form:
- sign in to the Allegro Ads dashboard
- go to the Campaigns tab and move the slider from Wł. to Wył.
3 steps to start your advertising campaign on Allegro
Do you consider advertising your offers but do not know whether you can manage advertising campaigns? Check how easy it is!
The e-commerce market keeps growing month by month. More and more companies and entrepreneurs look for customers and share their products online. Do you want customers to get interested in your offers? Advertise your products on Allegro with Allegro Ads.
Why it is worth advertising with Allegro Ads
If you do not use any feature options, your offer may not be displayed on the first pages of search results. It may especially happen if the competition for a particular assortment is high. Thanks to Allegro Ads, your offers are displayed to buyers more often and in more visible locations, which increases the chances of buyers purchasing your products.
Where we will display your offer
If you use the Allegro Ads Sponsored offers, your offer can be displayed in up to 5 additional places:
- at the top of search results
- among search results (for example, among promoted offers)
- in the left-hand column of the search results
- on the competitive offers' pages
- in the Google search network.
What the advertising fees are
- You decide how much you want to spend per day on advertising your offers and set the maximum cost per click on your ad (the so-called CPC).
- You pay only for clicks on your ad.
- You can check the costs, disable particular advertisements, or change the amount you spend daily on advertising (the daily budget) anytime.
How to create an ad campaign
You can do it in 3 simple steps:
Step 1: Select offers to advertise. Step 2: Set the display locations. Step 3: Set the budget.
It will take you up to several minutes. Read the information below.
Step 1. Select offers to advertise with Allegro Ads.
To start, go to the Allegro Ads Dashboard. Sign in with your Allegro business account details, select the marketplace where you want to display your ad and click [create campaign].
Select the campaign type — for example, Sponsored offers.
You can decide what offers you want to advertise using several options. You have access to all the offers from the selected business account. Read the detailed instructions in this article.
Consider product categories when you select offers
For example, if you want to advertise coffee grinders, create a Coffee accessories advertising campaign — it will be your first ad group. You can select the offers with coffee grinders yourself or automatically advertise those that meet specific criteria — for example, the product price is lower than 100 PLN. You decide which option to use.
Step 2. Decide where we will display your offers.
The ads you create with Allegro Ads are displayed in Allegro's best locations. In the second step of creating campaigns, you decide where the offers will be visible. You can select locations like the list of offers, offer page, or left-hand column on the list of offers.
In addition to advertising on Allegro, you can concurrently display your ads outside the platform. If you want your offers to be visible in the Google search engine, select Google Ads as your display location.
You can use all the display locations at the beginning. After a week, check in the Statistics tab what effects each location brings. That way, you will learn which display locations are most effective for selected campaigns. Allow some time for the search engine to learn your ads. Wait a bit longer before implementing any changes in your Google Ads campaigns.
Step 3. Set your advertising budget.
The cost of Sponsored offers is calculated as CPC (you pay for clicks on your ad, not the impressions). Enter the amount you want to allocate as the daily budget and the maximum cost per click. The maximum cost is the highest amount you can pay for each click on your ad. Usually, the actual cost per click is lower than the maximum CPC — you can check it in the Statistics tab.
If you do not know what amounts to enter, use the hints we display under the fields. You can also set the display dates — the starting date and the date the campaign will automatically end.
Done! Your campaign will activate automatically.
How to check whether the ad is active
In the Campaigns tab, you will see the campaign status — On, and the On/Off switch will be orange.
Check the Statistics tab regularly to see the effects of the campaign. Part of the data will appear almost instantly — for the rest, for example, units sold or sales value, you have to wait until the next day. You will also see the basic data in the Campaigns tab.
You can change the budget and end your campaign at any time. However, it is worth waiting at least several days from the start of the campaign, especially if you enable your ad in Google Ads — it needs more time to start working. Thanks to that, you will gather more information in the Statistics and implement possible changes based on that data.
How much the advertising with Allegro Ads costs and how we charge you for it
Allegro Ads are settled in two ways: depending on the selected advertising format, you will only pay for an ad click or displayed ads. The campaign cost will not exceed the budget you set.
When you advertise your offers on Allegro Ads, you decide how much money you want to spend. You do not need to pay anything before the ad is displayed and you can check your current budget statistics at any time.
When creating an ad campaign, you configure the budget through:
- Daily budget — the maximum daily amount you want to invest in an ad group.
- Total budget — the total amount you want to invest in an ad group during a campaign.
Allegro Ads can be settled for in two models, depending on the form of advertising: CPC or CPM.
What the Max CPC
The price level for a click is regulated by Max CPC (Cost Per Click) — the highest rate you are ready to pay for one click in Sponsored Offers ads. The higher the Max CPC, the greater the chance of getting the most exposure on Allegro. You specify the Max CPC rate in the dashboard, while creating a given campaign.
You do not know what the optimal CPC will be? We will suggest the most effective rate for your offers.
You can set the Max CPC rate only in the Allegro Ads Dashboard. If you use the Ads Express or Allegro Ads in the listing form, we set that rate automatically.
The maximum rate per click applies to a situation when you choose display locations on Allegro. Ads that are displayed in the Ads network and Google Ads have an automatic CPC, which aims to maximize the return on investment.
What the minimum CPC is
The minimum CPC is the minimum rate you have to pay in order for your ad to participate in the Sponsored Offers bidding. We specify the minimum CPC rate and it differs depending on the sales marketplace and category where you list your offer.
On allegro.pl:
| Category | Fee |
|---|---|
| Real Estate | Fee 0.10 PLN |
| Supermarket, Health | Fee 0.55 PLN |
| Home and Garden | Fee 0.60 PLN |
| Electronics | Fee 0.55 PLN |
| Beauty | Fee 0.45 PLN |
| Automotive | Fee 0.40 PLN |
| Kids | Fee 0.50 PLN |
| Sports and Travel | Fee 0.55 PLN |
| Fashion | Fee 0.50 PLN |
| Collections and Art, Culture and Entertainment | Fee 0.30 PLN |
| Business and Services | Fee 0.55 PLN |
On allegro.cz:
| Category | Fee |
|---|---|
| Collections and Art, Culture and Entertainment | Fee 0.75 CZK |
| Fashion | Fee 1 CZK |
| Automotive, Kids, Sports and Travel | Fee 1.25 CZK |
| Electronics, Beauty | Fee 1.50 CZK |
| Home and Garden, Health, Supermarket | Fee 1.75 CZK |
| Business and Services | Fee 2 CZK |
On allegro.sk:
| Category | Fee |
|---|---|
| Collections and Art, Culture and Entertainment | Fee 0.03 EUR |
| Fashion | Fee 0.04 EUR |
| Automotive, Kids, Sports and Travel | Fee 0.05 EUR |
| Electronics, Beauty | Fee 0.06 EUR |
| Home and Garden, Health, Supermarket | Fee 0.07 EUR |
| Business and Services | Fee 0.08 EUR |
What the Sponsored Offers bidding system is
The ad bidding system allows to set the order of Sponsored Offers based on:
- ad quality
- how much you can invest in order to make your offers rank high and be placed over other competing offers.
How the Sponsored Offers bidding system works
When the buyer is searching for products on Allegro, Sponsored Offers of your products are compared with the Sponsored Offers of your competitors. The system accounts for the Max CPC (Cost Per Click) and ad quality score to determine who wins the bidding.
What the ad quality score is
The quality score determines how well a given ad matches the buyer's search. The factors that have an impact on the quality score are, for example, the ad's display and sales history, image quality, and product price.
How much you will pay in total
Sponsored Offers operate within the Cost Per Click format. It means that you will only pay when someone clicks your product ad. The price for a single click is determined by three factors:
- Max CPC (Cost Per Click)
- minimum CPC
- ad quality.
You will often pay an amount that is lower than your maximum cost per click rate, but not lower than the minimum CPC. In addition, the mechanism depends on the market factors, such as the offer popularity, advertising demand, and advertising effectiveness.
Offers with different minimum rates in a single campaign
Sometimes, there are offers with different minimum CPC rates within one ad group. In that case, we will take into account the highest CPC from that ad group. You will not save an ad group if the maximum CPC rate you provided is lower than the highest one of the minimum rates for advertising offers in an ad group. If you do not want to adjust rates for all ads to the higher minimum CPC, create separate offer groups for categories with lower and higher CPC.
Example
You list offers in the Supermarket and Kids categories on your business account. Your active group of Sponsored Offers ads on allegro.pl contains ads of both categories. We will raise the minimum CPC for that ad group to 0.40 PLN because the minimum CPC for the Kids category is 0.35 PLN and for the Supermarket category — 0.40 PLN.
Minimum daily budget
The minimum daily budget depends on the display locations bundle you choose for an ad group. In the case of Sponsored Offers, the minimum daily budget on allegro.pl is:
- 3 PLN — if you choose display locations only on Allegro
- 10 PLN — if you choose Google search engine as the only display location
- 10 PLN — if you choose display locations on Allegro and in Google search engine.
In the case of allegro.cz, the minimum budget is 15 CZK, and on allegro.sk it is 2 EUR.
In the case of a display ad, the minimum daily budget is 15 PLN.
The CPM value does not limit your ad to 1,000 impressions. We may display it more or fewer times, depending on the interest. You can manage the upper limit of your daily ad investment through the daily budget.
Example
You set the CPM rate as 12 PLN — that means for one ad impression you will pay a maximum of 0.012 PLN (12 PLN / 1,000 impressions).
Your daily budget is 50 PLN — the daily budget determines how many times (at the maximum) your ad can be displayed. In the case of a daily budget set as 50 PLN, your ad can be displayed (at the maximum) around 4,167 times (50 PLN / 0.012 PLN).
If your ad is displayed 143 times, the cost of those impressions will be 1.72 PLN. If your ad is displayed 3,421 times, the cost of those impressions will be 41.05 PLN.
What the CPM rate is
CPM (Cost Per Mille) is a rate for one thousand impressions of your ad. This settlement model applies only to display ads. The minimum CPM rate you can set is different depending on the ad's display location:
- on the Allegro home page — 16 PLN
- at the top and bottom of the search results page and on the offer page — 12 PLN
- on the left-hand side of the search results on the list of offers — 11 PLN
- in the search suggestions — 9 PLN.
The real cost for each impression is determined in the process of bidding. It will never be lower than a given display location's minimum rate and will not exceed the maximum rate you have set.
Example
You create an ad group for which you select only one display location — the Allegro home page. You set the maximum rate for 1,000 ad impressions as 15 PLN. The cost of one ad impression equals:
- a minimum of 0.012 PLN, because the minimum rate for this display location is 12 PLN for 1,000 impressions
- a maximum of 0.015 PLN, because the maximum rate cannot exceed 15 PLN for 1,000 impressions.
Why it is worth to set a higher CPM rate than the minimum one
The impression of display ads is affected by: the match of an offer with the buyer's query and the ad CPM rate. If a lot of sellers list offers in your category, it is good to set the CPM rate higher than a minimum one. That way you increase the chances that your display ad will be displayed.
If you do not have any competitors in your category, buyers will see only your ad. In that case, even with a higher CPM rate, we will charge you the minimum fee for 1,000 ad impressions.
Allegro Ads fees
We settle the Allegro Ads service daily — based on the data from 3 days ago. You can check your current ad costs in the Settlements with Allegro tab.
How a daily budget works in Allegro Ads
A daily budget in Allegro Ads is the amount of daily expenditure on advertising of selected offers.
While creating a campaign in Allegro Ads, you need to define a daily budget ― a total amount you are willing to spend on the advertising of selected offers.
Below, you will learn:
- what a daily budget is
- why your spendings may vary on different days
- what the maximum spending difference is.
The daily budget
A daily budget is the daily amount for advertising that you set for each ad group you create. You can set the daily budget in the Ads dashboard while creating and editing an ad group. Your spendings in one 7-day cycle ― counted from Monday till Sunday ― will never exceed the daily budget multiplied by the number of days remaining to the end of week.
The budget is transferable and flexible.
Transferable means that if one day there is less interest in your assortment, the budget that is left will be used in the next seven days — when the interest increases. That mechanism makes sure your planned budget is fully used.
The budget is also flexible, which means that on days with more interest in your products, it can reach a maximum of 130% daily. However, every week, your flexible budget will not exceed the amount of your daily budget multiplied by the number of days in a week.
How the daily budget works
It does not mean that you will spend exactly the same amount for advertising every day. The user activity on Allegro differs from day to day ― sometimes, there are numerous potential buyers, and on other days there are fewer of them. Thanks to transferring a part of the budget from days with lower activity, we can fully utilize the advertising potential on days with higher number of search queries.
It means that your budget will be used more efficiently. Usually, the fluctuations are not significant ― a maximum difference between determined daily budget and factual spendings is 30%. This upper limit may be reached only in the case of very strong activity of potential buyers. With this solution, your sponsored offers will be displayed more frequently when the activity on Allegro is higher.
How the statuses of campaigns and ad groups work
Check how the statuses can help you in your everyday work. You will find them in the Allegro Ads dashboard.
Thanks to the statuses, you can better verify information about the campaign. You will check their names and details in the Status column of the Allegro Ads dashboard.
What particular statuses mean
- on — the campaign is in the activation process or already active on allegro.pl
- on, requires attention — this is the information you should check on an ongoing basis. Check the details.
- off — here, you will find the drafts of your campaigns and the projects you have suspended or that have expired.
- removed ― here, you will see the campaigns you have removed.
You can quickly turn a given project on and off using the switch:
The switch is available from the campaign level and when you expand the Ad group. That way, you can manage the visibility of each group separately.
The on, requires attention status
That status means that at least one ad group in the campaign is not displayed. You can check why it is so when you expand the campaign. You can see the following messages in the ad group column:
- You do not have active ad groups — ad groups in the campaign have not been turned on or you have already turned them off.
- You do not have active offers in the ad group — offers advertised in a given ad group have expired.
- The campaign's daily budget has been exhausted.
- The campaign's total budget has been exhausted.
- The daily budget for the ad group has been exhausted.
- The total budget for the ad group has been exhausted.
- Invalid display time — one of the ad groups is no longer displayed.
- The campaign has been paused.
- Some ads in moderation (applies to display ads).
- Rejected ads (applies to display ads).
