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With this option, you can select the marketplace — Poland (allegro.pl), Czechia (allegro.cz), Slovakia (allegro.sk) or Hungary (allegro.hu). With that, you can read articles about rules applicable to a foreign marketplace in your default language. If you want to browse articles in a different language, click here.
Display ads in Allegro Ads
We will show the Display ads above the search results, which will attract the buyers to your offers.
Display Ads in Allegro Ads are ad formats which draw buyers' attention to the offers or offer groups you select. You can choose from:
- a Dynamic template ad ― consists of a logo, short slogan, and a minimum of two dynamically adjusted offers
- a Banner ad ― consists of a graphic creation that presents a brand or an offer category
Where we display each type of ad
| Dynamic template ad | Banner ad | Home page ad |
|---|---|---|
| at the top and bottom of the search results page | Banner ad at the top and bottom of the search results page |
Home page ad at the top of the Allegro home page, in the section with recommended offers |
| on the offer page, under the About Seller section | Banner ad on the offer page, under the About Seller section |
Home page ad |
| to the left of the search results | Banner ad |
On the search results page, a buyer can see two different Display ads from one seller.
When to launch a Display ad
Launch a Display ad if you want to advertise:
- your store and items from your offer ― you can use the logo of your store and you can choose products of one brand for each ad
- a brand whose products you sell ― the logo you use must match the product's logo and you can choose products of one brand for each ad
- products you manufacture ― it is the perfect way to promote your brand.
How we settle Display ad costs
Display ads are settled within the CPM model ― you determine the maximum rate you want to pay for 1,000 impressions of your Display ad (we charge fees proportionately for each real impression of display ad). This solution is dedicated to brands and manufacturers who want to support the sales of selected products and become more recognizable.
Depending on the ad's display location, you will pay the following minimum rates:
- 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.
What the ad content should be
The content should reference the offers you want to advertise and encourage buyers to check them out.
- The text should be entirely in Polish. Make sure it does not contain any grammatical and spelling errors or typos.
- The content cannot refer to websites other than Allegro or contain swear words.
- Do not promise more than you can deliver. For example: if you advertise "Zegarki do 250 zł" (Watches for up to 250 PLN) ― link only items with watches costing up to 250 PLN to this ad.
- The content cannot refer to any websites or promotions. Do not use phrases such as: tanio (cheap), tylko u nas (exclusive), najtaniej (the cheapest), promocja (promotion), wyprzedaż (sale), hit, najlepsza cena (the best deal), and so on.
- You cannot include information about percentage discounts, for example -25%.
- Do not write in all caps.
- Do not repeat characters to make your ad stand out, for example: Super oferta!!! (Super offer!!!)
Keywords and negative keywords
A well-thought Display ad has appropriate keywords and negative keywords. This way, you will reach your target group of buyers. For more details, check out this article. You cannot select keywords while creating a Home page ad.
How to read the display ad statistics correctly
You can find detailed data for each display ad in the Search terms report. It shows the effects of your actions. You can analyze the data for a selected period, according to the following criteria:
- Page views and clicks — those two values show how many times your ad has been displayed on Allegro and how many times someone has clicked it. In the display ad statistics, those are the two first positions right after the campaign name.
- Sales — each campaign, ad group, and ad is marked with the number of units sold after displaying the ad. We calculate sales based on:
- the number of impressions — the buyer has seen the ad and bought in your offer within 1 day from the ad impression
- the number of clicks — the buyer has seen the ad, clicked it, and bought in your offer within 7 days from clicking the ad.
How to create a Dynamic template ad in Allegro Ads
In order to promote a logo, you need to have the right to use it:
- as a brand/manufacturer/store ― you need a registered logo
- as a distributor ― you need to be authorized to use it.
Logo specifications:
- dimensions: 400 x 400 px
- maximum file size: 350 KB
- file format: JPEG or PNG.
Note: the logo size may change, depending on a device it is displayed on. This is why a logo needs to be legible in other formats as well. While preparing a file, you do not need to add the white margin for safety ― we add it automatically.
A logo should match the brand name but it cannot refer to other websites, or contain labels determining the assortment type, such as outlet or sale. The logo cannot contain swear words, and pornographic or illegal content.
- If you choose an ad with a consumer brand logo — add only items of the brand you advertise.
- If you choose an ad with your store logo — you can add items of multiple brands to an ad.
The chosen offers should belong to the same category or be related to one another in some way. For example, a buyer who is looking for a bicycle might want to buy cycling clothing or a helmet. Choose your offers to suit your assortment and the result you want to achieve.
You can create many offer combinations in ads and check which offers attract the most buyers. You can link up to 15 offers to one display ad, out of which the system will select a minimum of 2 offers that match the buyer’s search best. You should consider selecting more than 2 offers ― this way, we will not stop displaying your ad if one of your offers expires. We will display your ad longer if you select more offers.
Display ads are displayed based on keywords or categories. While adding a campaign, you can specify your target audience.
You can select one of the following options:
- precise reach ― the ad will be displayed to a narrow group of the most interested buyers who are looking for your products. Select this option if you aim to boost your sales.
- extended reach ― the ad will be displayed both to buyers interested in your offers as well as to a wider audience. Select this option if you want to increase the recognition of your brand and offers on Allegro.
Based on the offers selected for Display ads, the system will determine the appropriate categories for your ad to appear in. For precise reach, these will be the most relevant categories for the products selected for Display ads. For extended reach, we consider categories from the precise reach as well as, more general categories on the path leading to your offer.
How to create a Banner ad in Allegro Ads
You can create campaigns and ad groups yourself in the Allegro Ads dashboard. All you need to do is create two images and upload them during ad creation. Check how to do it step by step.
In order to promote a logo, you need to have the right to use it:
- as a brand/manufacturer/store ― you need a registered logo
- as a distributor ― you need to be authorized to use it.
In both cases the logo you use for your Display ad needs to match the logo on the item. You can choose items of one brand per ad.
You cannot use the Allegro logo but you can add a statement like: dostępne na Allegro (available on Allegro).
Every graphic creation must be understandable, legible, and compliant with the guidelines. Familiarize yourself with them before you make a graphic creation for your ad.
Prepare a graphic creation in two formats
- 932 x 125 px ― for a PC
- 1080 x 288 px ― for RWD and the app.
The main requirements
- A Banner ad can advertise a group of items, a category, or your whole assortment. It cannot advertise one item only.
- The content cannot refer to any websites or promotions. Do not use phrases such as: tanio (cheap), tylko u nas (exclusive), najtaniej (the cheapest), promocja (promotion), wyprzedaż (sale), hit, najlepsza cena (the best deal), and so on.
- You cannot include information about percentage discounts, for example -25%.
- If you provide prices in your creation, stick to the od 99,99 zł(from 99.99 PLN) format. Do not provide only one price ― 99,99 zł (99.99 PLN). If you enter a specific price, we will ask you to edit your creation.
- A graphic creation should be legible ― do not forget about the required margins.
Most common mistakes
- Too much text ― for example, several sentences written in a small font.
- Errors in the text ― for example, typos.
- Incorrect text format, for example, slogans written in all caps or inappropriate text alignment.
- Inappropriate color scheme, for example, the text and background in a similar color (the text becomes hard to read).
- Including information about a percentage discount (for example -20%).
- Including your contact information from outside Allegro.
- Using the Allegro logo. You can only include the word Allegro in the content, for example: dostępne na Allegro (available on Allegro).
- Using the Smart! logo disregarding the template.
- Including elements which imitate buttons and calling to action, for example, Buy now.
- Refering to stores and websites outside Allegro.
A buyer who clicks your Banner ad will be redirected to the page you have set. Links should refer the buyer only to your offers listed on Allegro. It may be, for example, an offer list in the category containing the advertised items, or a link to all your offers. The offers you link to must be consistent with the information on the banner.
In the graphic creation, you can present your Allegro offers. Make sure the text is consistent with the offers you choose. You can create many offer combinations in ads and check which offers attract the most buyers.
Banner ad templates
You will find them in the Allegro Ads dashboard while creating a Banner ad. There we have marked the margins:
- 25 px ― for a PC
- 10 px for RWD and the app.
Those fragments may not be displayed correctly, so do not provide any crucial information there.
How to create a Home page ad in Allegro Ads
In order to promote a logo, you need to have the right to use it:
- as a brand/manufacturer/store ― you need a registered logo
- as a distributor ― you need to be authorized to use it.
In both cases the logo you use for your Display ad needs to match the logo on the item. You can choose items of one brand per ad.
You cannot use the Allegro logo but you can add a statement like: dostępne na Allegro (available on Allegro).
Every graphic creation must be understandable, legible, and compliant with the guidelines. Familiarize yourself with them before you make a graphic creation for your ad.
Prepare a graphic creation in two formats:
- 960 x 252 px ― for a PC
- 600 x 200 px ― for RWD and the app.
The main requirements
- A graphic creation can advertise one item, a group of items, a category, or your whole assortment.
- The content cannot refer to any websites or promotions. Do not use phrases such as: tanio (cheap), tylko u nas (exclusive), najtaniej (the cheapest), promocja (promotion), wyprzedaż (sale), hit, najlepsza cena (the best deal), and so on.
- You cannot include information about percentage discounts, for example -25%.
- If you provide prices in your creation, stick to the od 99,99 zł (from 99.99 PLN) format. Do not provide only one price ― 99,99 zł (99.99 PLN). If you enter a specific price, we will ask you to edit your creation.
- A graphic creation should be legible ― do not forget about the required margins.
Most common mistakes
- Too much text ― for example, several sentences written in a small font.
- Errors in the text ― for example, typos.
- Incorrect text format, for example, slogans written in all caps or inappropriate text alignment.
- Inappropriate color scheme, for example, the text and background in a similar color (the text becomes hard to read).
- Including information about a percentage discount (for example -20%).
- Including your contact information from outside Allegro.
- Using the Allegro logo. You can only include the word Allegro in the content, for example: dostępne na Allegro (available on Allegro).
- Using the Smart! logo disregarding the template.
- Including elements which imitate buttons and calling to action, for example, Buy now.
- Referring to stores and websites outside Allegro.
A buyer who clicks your Home page ad will be redirected to the page you have set. Links should refer the buyer only to your offers listed on Allegro. It may be, for example, an offer list in the category containing the advertised items, or a link to all your offers. The offers you link to must be consistent with the information on the banner.
In the graphic creation, you can present your Allegro offers. Make sure the text is consistent with the offers you choose. You can create many offer combinations in ads and check which offers attract the most buyers.
You can choose up to 15 categories for your Home page ad. With them we will display your ads only to those buyers who have browsed offers in those categories ― your ad targets specific buyers. If you want to reach buyers in each category branch ― select them all ― from the most general to the most specific.
Exclusion zones are limitative lines layered on top of your graphic creation. They indicate how much content of the ad may be cut while being displayed on the Allegro homepage. All the elements (text, buttons, prices) should be placed between those two lines. Otherwise, your ad will be rejected. There may be some images outside the lines, as long as the ad is still legible after they are cut.
Home page ad templates
You will find them in the Allegro Ads dashboard while creating a Home page ad. There we have marked the margins:
- 20 px ― for a PC
- 10 px for RWD and the app.
Apart from margins, we have also marked cropped areas. Both areas may not be displayed properly, so do not place important information there, for example, prices or slogans.
How to create a Flexible banner in Allegro Ads
In order to promote a logo, you need to have the right to use it:
- as a brand/manufacturer/store — you need a registered logo
- as a distributor — you need to be authorized to use it.
In both cases, the logo you use for your Display ad needs to match the logo on the item. You can choose items of one brand per ad.
You cannot use the Allegro logo, but you can add a statement like: dostępne na Allegro (available on Allegro).
Links in the ad
- A banner can advertise a group of products, a category, or your whole assortment. It cannot advertise a single product.
- The link has to lead to a list of offers or the page of your store on Allegro. It cannot lead to the offer page.
Copy text and additional copy text
- The content of the ad must not include information about price reductions or imply offer exclusivity — for example: only here, promotion, sale, exclusive offer, etc.
- You cannot include information about percentage discounts, for example, -25%.
- If you provide prices in your ad, stick to the od 99,99 zł (from 99.99 PLN) format. Do not provide only one price — 99,99 zł (99.99 PLN). If you enter a specific price, we will ask you to make changes.
- The content of the ad must not be written in capital letters only.
- The content of the ad must not refer to website addresses.
Image
- The image should be readable — do not forget about the required margins.
- It must not contain: a text, a logo, additional buttons, for example, buy now.
- Place the key graphic elements in the safe area.
The most common errors while creating a Flexible banner
- Adding text to the image — even if it matches the image very well.
- Placing key graphic elements outside the safe area.
- Incorrect text format — for example, copy texts written in all caps or inappropriate text alignment.
- Errors in the text — for example, typos.
- Including information about a percentage discount (for example, -20%).
- Including your contact information from outside Allegro.
- Using the Allegro logo. You can only include the word Allegro in the content, for example: dostępne na Allegro (available on Allegro).
- Using the Allegro badges and campaigns — for example, Allegro Smart!, AlleDiscount.
- Adding elements that imitate buttons and calling to action — for example, buy now.
- Refering to stores and websites outside Allegro.
Check how to create a Flexible banner compatible with requirements, and see the examples.
A clearspace is an area defined by delineating lines applied to your creation. They indicate to what width the ad may be cropped when it displays on the Allegro home page.
- area a — logo, copy text, and additional copy text — on smaller screens, this area may be covered with image elements located in the safe area.
- area b — safe area, or the most important part of your image — place key elements of your ad here, this area will always be fully visible.
- area c — less important image elements that will be cropped to preserve the safe area so that your ad displays well on various devices.
- areas d1 and d2 — areas that may not be visible while cropping to certain resolutions.
Learn more
Check how to launch a Dynamic template ad, Banner ad, Home page ad, and a Flexible banner in Allegro Ads.
