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Allegro Ads display ads
How to create a Flexible banner compatible with requirements — examples
Main requirements for creating a Flexible banner
The main requirements
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 — we have highlighted it in orange.
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.
- Including elements that imitate buttons and calling to action — for example, buy now.
- Refering to stores and websites outside Allegro.
The layout of the Flexible banner — examples
- Prepare the image so that there are no high-contrast elements or patterns in the area a — this part of the image may be cropped on some devices.
- Prepare the image so that the area c is not blank.
The elements of the Flexible banner — examples
- a photo of a person/group of people/hero
- a lifestyle photo
- a photo of a group of products
For what we may reject your Flexible banner — examples
- images that look like drawings
- images or photos with unnatural effects
- highly retouched photos
- black and white photos or images
- photos of funny animals
- photos or images with text — even if it matches the image very well
- there are high-contrast elements in the area a — it may affect the readability of the ad text on some devices
- unadjusted photo format
- unnatural collages of objects and background.
What a keyword report for the Display ad is and how to download it
The keyword report for the Display Ad is a service that lets you see exactly what queries your ad has viewed. The service can be found in the Allegro Ads panel.
You can check for which queries your display ad has been shown on Allegro. In the Allegro Ads dashboard, you can download a report with entered queries for the entire ad group. The report only contains keywords for the display location “search result and offer page”.
In order to download a report, sign in to Allegro Ads, and:
Open the Statystyki (Statistics) tab.
On the bar above the chart, select [Reklama graficzna] (Display ad), and determine the time range for which you want to download the keyword report.
- Under the chart, select the [Grupy reklam] (Ad groups) view. Then, click the icon with 3 dots to expand additional functionalities, and select [Raport wyszukiwanych haseł] (The keyword report).
- Done! When the report is generated, you will find it in the Moje Pliki (My Files) tab.
You can download a report only for Display ads. In the report, you can learn whether you have set appropriate keywords and excluded words.
| Nazwa reklamy (Ad name) | A name of your display ad. |
| Kategoria (Category) | Three different situations may affect this category in the report: 1. The user was looking for a desired item in the category tree ― then, you will see only the category; 2. The user entered a query in the Allegro search engine, and at the same time they were looking for an item through a category tree ― you will see both the query and the category; 3. The user entered a query into the Allegro search engine, but did not use the category tree to help find an item ― you will see only the query. |
| Fraza (Keyword) | It is a phrase the user entered into the Allegro search engine which triggered your Display ad. |
| Wyświetlenia (Impressions) | A total number of impressions of your Display ad, triggered by a given keyword. |
| Kliknięcia (Clicks) | A total number of clicks on your Display ad triggered by a given keyword. |
| CTR | A ratio of a number of clicks to a number of Display ad impressions triggered by a given keyword. |
| Koszt (Cost) | A cost of showing your Display ad triggered by a given keyword. |
| Średni CPM (Average CPM) | An average cost of 1000 Display ad impressions triggered by the user’s query. |
| Liczba sprzedanych sztuk (A number of sold items) | A total number of items sold thanks to the Display ad triggered by a given phrase. |
| Wartość sprzedaży (Sales value) | A total value of sales made thanks to impressions of the Display ad triggered by a given keyword. |
All data in the report concern a specific ad group for which you have generated the report. It contains all queries which triggered your Display ad in a selected period. The data concern a specific query and show whether they have clicked on your ad.
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.
How to select keywords and negative keywords
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.
Why you should consider adding different keywords
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.
Examples of well-selected keywords and negative keywords
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.
How to create a Dynamic template ad in Allegro Ads
A Dynamic template ad is a type of Display ad that consists of a logo, short text, and promoted offers of your choice. Check how to enable such an ad.
We are testing a new format of a dynamic template ad
On June 4, we started testing a new format of a dynamic template ad. The test will last for about 4 weeks. It will include the ads of selected sellers. As part of the test:
- we will significantly increase the surface of the graphic shown in the ad
- we will not show the advertising slogan in the mobile view — in order to ensure full visibility of the first offer shown in the ad.
You do not have to do anything regarding the test. If we include your selected offers in the test, all recipients will be able to see them. We will display other ads as usual.
A Dynamic template ad is a type of a Display ad, which consists of a logo, short text, and promoted offers selected by you.
Check how to launch it step by step.
- Sign in to your account in the Allegro Ads dashboard.
- Click [stwórz kampanię] (create campaign).
- Select Reklama graficzna (Display ad) and click [skonfiguruj kampanię] (set up a campaign).
- Name the campaign and the ad group (these names are visible only to you).
- Add your brands and then, select the one for which you want to create the campaign. At this stage you can also set a brand's logo.
- Click [dodaj reklamę] (add an ad).
- Select Reklama szablonowa (Dynamic template ad).
- Complete all the fields:
- nazwa reklamy (ad name) ― only you will see this name
- treść reklamy (ad content) ― the text advertising your product ― check what the content should look like
- gdzie ma kierować reklama (where the ad redirects to) ― provide the link to your Allegro offers (for example, a list of offers from the advertised category)
- logo ― is uploaded automatically based on the brand's logo you have added. If there are multiple logos, click [zmień logotyp] (change the logo) if you want a different one. Check what a logo should look like.
- kategorie (categories) ― select up to 15 categories in which you want your ad to be displayed
- słowa kluczowe i wykluczające (keywords and negative keywords) ― complete the keywords, so that the system can display your ad when the buyers enter them in the search engine, as well as negative keywords that will block the display of your ad.
- Select offers for your ad. You can add between 2 and 15 offers to each ad. We display two offers simultaneously ― we choose those which match the buyer's query best.
You can find offers to your ad:
- by the title
- on a list of all your offers, and
- with the filters in the advanced options ― by category, price, or offer ID.
- Specify the ad reach: precise or extended.
- Enter keywords and negative keywords.
Once you complete all the fields, you can see a preview of your ad. Click [edytuj] (edit) if you want to change something.
Select where you want us to display your advertisement:
- Showcase on the Allegro homepage
- Search results and offer page
- Left-hand column in the list of offers
- Search prompts — you can use this option if you have special Allegro Ads permissions. We will display your ads in this location only on the desktop version of the platform — we will not display them in the Allegro mobile app nor on the mobile platform version.
- Determine your daily budget, the CPM rate, and dates of display. Optionally, you can state your total budget.
- Click [stwórz kampanię] (create a campaign) to send it to us for verification. Done! We will verify it and display it on Allegro if it complies with the display rules. Next to the campaign, you will see the Displaying status.
If we reject the ad, we will ask you to edit the ad and implement changes specified in the explanation. Implement changes and submit the ad for verification once again.
Check out this article to learn more about different types of Display ad.
Dynamic template ad in search prompts
From now on, you can benefit from another display location of your dynamic template ads — search prompts. Check the details.
If you have special Allegro Ads permissions, you can benefit from another display location of your dynamic template ads — that is, in search prompts.
Where we will display your ad
If you select search prompts as the display location of your dynamic template ad, we will display your ad to buyers:
- only on the desktop version of the platform — we will not display it in the Allegro mobile app or on the mobile platform version
- when they type in the products they are looking for on Allegro.
What your advertisement will look like
We are testing a new format of a dynamic template ad
On June 4, we started testing a new format of a dynamic template ad. The test will last for about 4 weeks. It will include the ads of selected sellers. As part of the test:
- we will significantly increase the surface of the graphic shown in the ad
- we will not show the advertising slogan in the mobile view — in order to ensure full visibility of the first offer shown in the ad.
You do not have to do anything regarding the test. If we include your selected offers in the test, all recipients will be able to see them. We will display other ads as usual.
A dynamic template ad is a type of display ad that consists of:
- logo
- short text
- promoted offers selected by you.
We will display the logo and the text in the last position in the search results. We will not display in search prompts the offers you selected during ad configuration.
How we select your ads
When the buyer types into the Allegro search engine the product they are looking for, we show them the ads that correspond best to the phrase they entered.
We select ads to be displayed in this location based on, for example:
- queries from buyers
- keywords you enter while creating the ad.
How to enable dynamic template ads in search prompts
Check how to launch a dynamic template ad in the Allegro Ads dashboard step by step. Select Search prompts as the display location — this option is unchecked by default.
What you should pay attention to when creating dynamic display ads in search prompts
- If you want your ad to be displayed in search prompts for the first time, create a new ad and select only one display location. That way, you will be able to easily monitor the effectiveness of the ad.
- Make sure you have an attractive advertising slogan — it plays a key role in this display location.
- Pay attention to the logo. Use simple graphics on a white background.
- Monitor the results — in the statistics dashboard, you can check the effectiveness of your ads in specific display locations.
Frequently asked questions
Why do ads displayed in search prompts have a high sales value?
As with other ad display locations, if the buyer has purchased in your offer:
- within 7 days from the moment they clicked your ad
- within 24 hours from the moment they saw your ad we will link the sales to the display of the ad and we will show its value and the number of units sold in the statistics.
Buyers who use the search engine are usually determined to make a purchase, so the value of sales and the number of units sold may be high. It may happen even with only a few clicks, as the sale is linked to the ad based on the clicks, but also on the ad impressions. Learn more about how we settle display ad costs.
Why is my ad displayed in search prompts more often than in other locations?
If, during ad configuration, you select a lot of keywords or single words instead of phrases, the ad you create will be frequently matched with phrases that buyers enter into the Allegro search engine. Check the difference between keywords and negative keywords.
Due to the high number of searches, we may display most of your ads in this location. Therefore, you should consider adding ads displayed in search prompts to separate ad groups.
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