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Keywords and negative keywords in the Allegro Ads Display Ad
With your keywords and negative keywords, you will reach a specific group of buyers with your Allegro Ads display ad. Plan your campaign precisely and reduce its costs.
To accurately plan the Display Ad campaign, select suitable keywords and negative keywords. Doing so will let you reach a specific group of prospective buyers.
Keywords
Keywords are words or phrases that describe the offer most precisely. Thanks to them, the buyers can easily find your offers through a search engine. Use keywords that are closely related to products you sell or their brand.
Keywords
| An ad is displayed if | A sample keyword | An ad is displayed if the buyer enters this phrase into a search engine | An ad is not displayed if the buyer enters this phrase into a search engine | |
|---|---|---|---|---|
| words | An ad is displayed if a query contains a keyword or variations of it |
A sample keyword polish |
An ad is displayed if the buyer enters this phrase into a search engine hybrid nail polish |
An ad is not displayed if the buyer enters this phrase into a search engine polished wallet |
| phrases (2-4 words) | An ad is displayed if a phrase in a query is unchanged or may contain additional words before or after it |
A sample keyword white dress |
An ad is displayed if the buyer enters this phrase into a search engine summer white dresses |
An ad is not displayed if the buyer enters this phrase into a search engine white short dress |
Negative keywords
Negative keywords influence Display Ad effectiveness and let the ad campaign reach buyers who would be the most likely to make a purchase, as well. If the buyer makes a query with negative keywords ― they will not see your ad.
You provide the negative keywords for the first time when creating the campaign. After some time, it is worth reflecting on whether the initial keywords are appropriate. To do that, use the search terms report. It will help you select not only keywords but also negative keywords. When, in the report, you see the terms you do not want your ad to be triggered by, add them to your campaign.
If you select negative keywords well, you can cut costs of ad campaigns and increase your return on ad investment.
Negative keywords and phrases
| The ad will not be displayed if | A sample keyword or phrase | The ad will not be displayed if the buyer enters this query | |
|---|---|---|---|
| words | The ad will not be displayed if a query contains a negative keyword, also in a modified form |
A sample keyword or phrase scooter |
The ad will not be displayed if the buyer enters this query electric scooters, scooter for kids |
| phrases (2-4 words) | The ad will not be displayed if a phrase in a query is unchanged or may contain additional words before or after it |
A sample keyword or phrase white blouse |
The ad will not be displayed if the buyer enters this query white blouse for women |
Remember! Keywords and negative keywords cannot be the same. If a word or phrase is simultaneously a keyword and a negative keyword, an ad is not displayed when this phrase is entered into a search engine.
Select efficient keywords and negative keywords. You can get inspired as to which words and phrases should be used or excluded in several places, such as:
- Allegro search engine
- the Campaign Planner
- the keyword report.
Allegro search engine
In the Allegro search engine you can check what words and phrases are entered the most frequently. When you enter a word related to your product, you will see other keywords entered by other buyers to find the product.
For example, if you enter the word “czajnik” (kettle) ― you will notice that buyers use such keywords as “czajnik elektryczny” (electric kettle), “czajnik na gaz” (kettle for gas stove), “czajnik indukcja” (kettle induction), and the like.
The Campaign Planner
To learn what phrases the buyers enter the most often on Allegro, you can use the Campaign Planner, available after you sign in to the Allegro Ads dashboard. In the main menu, select the Campaign planner tab to open it. There, you can check annual search trends for your products and how big your competition is.
For example, if you enter the word “czajnik” (kettle) ― you can learn how queries about this product break down over the last 12 months.
You can also see what the most common phrases are and what their average monthly reach is.
The keyword report
The keyword report can help you select relevant keywords and negative keywords, too. There, you will find information about queries entered by buyers that made your ad appear. If you do not want your ad to appear after the buyer enters any of the words from the list ― make it a negative keyword.
To download the report, sign in to Allegro Ads, and:
Go to the Statistics tab.
Select [Display Ads] from the two available campaign types, and determine the timeframe for which you want to download the keyword report.
- Under the chart, select the [ad groups] view. Then, click the 3 dots to expand additional functionalities, and select [Search terms report].
- Done! Once the report is generated, you will find it in the My Files tab.
You can download the report only for Display ads. There, you can find the data you can use to check whether you have set appropriate keywords and negative keywords.
| Ad name | The name of your Display ad. |
| Category | Three different situations may affect this category in the report: 1. The customer was looking for a desired product in the category tree ― then, you will see only the category; 2. The customer entered a query in the Allegro search engine, and at the same time they were looking for a product through a category tree ― you will see both the category and the query; 3. The customer entered a query into the Allegro search engine, but did not use the category tree to help them find the product ― you will see only the query. |
| Phrase | It is a query the user entered into the Allegro search engine that triggered your display ad. |
| Impressions | A total number of impressions of your display ad, triggered by a given phrase. |
| Click | A total number of clicks on your display ad triggered by a given phrase. |
| CTR | The ratio between the number of clicks and the total number of display ad impressions triggered by a given phrase. |
| Cost | The cost of showing your display ad triggered by a given phrase. |
| Average CPM | An average cost of 1,000 display ad impressions triggered by the customer's query. |
| Quantity sold | A total number of items sold thanks to the display ad triggered by a given phrase. |
| Sales value | A total value of sales made thanks to impressions of the display ad triggered by a given phrase. |
All data in the report concern a specific ad group for which you have generated the report. It contains all queries that triggered your display ad in the selected period. The information concerns the customer's query and shows whether they clicked on your ad.
Buyers enter various words and phrases into the search engine to find what they are looking for ― from very general to incredibly precise ones.
General queries usually consist of one word, like shoes, kettle, hat, jacket. More precise queries contain longer phrases, like winter leather shoes, electric kettle with temperature control, blue men’s cap, oversize jeans jacket.
That is why the more keywords you add, the higher the chance that buyers will see your ad.
Offer title: Professional running shoes unisex breathable
- keywords: women's running shoes, men's running shoes, breathable running shoes, professional running shoes, sports shoes, sports shoes for running, sports footwear
- negative keywords: kids' shoes, winter shoes, spring shoes, autumn shoes, summer shoes.
Offer title: A set of wooden educational building blocks
- keywords: blocks, wooden blocks, blocks for kids, wooden blocks for kids
- negative keywords: brake blocks, magnetic blocks, waffle blocks, lego.
Offer title: Dishwasher pods ― a pack of 70
- keywords: dishwasher pods, dishwasher tablets
- negative keywords: coffee capsules, laundry detergent pods, weight loss tablets, dishwasher.
