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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.
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.
