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Allegro Ads display ads
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.
Display ads in Allegro Ads: how to advertise medical devices according to the law
Check how to use display ads to advertise medical devices.
If you sell medical devices on Allegro and want to advertise them using the tools we provide (for example, Allegro Ads or promotion) — by the provision of the Act on medical devices, we require you to submit written approval of advertising activities. Learn more.
Dynamic template ad
You can create ads for medical devices just like for any other offers. Buyers will see:
- the wyrób medyczny (medical device) badge next to the advertised offers
- information about the manufacturer and authorized representative — it will show up when they click the i icon next to the sponsorowane (promoted) badge:
Banner ad, Ad on the home page, Flexible banner
If the ad you are creating contains an image of the medical device, its name, or model, complete the form correctly:
- select Yes in the field: Are you advertising a medical device?
- select the appropriate Type:
- medical device
- in vitro diagnostic medical device
- accessories for a medical device
- products without an intended medical purpose
- provide the manufacturer (or manufacturers)
- provide the name of the authorized representative (optional).
The ad will indicate that it concerns a medical device. The information you provided will be visible upon clicking the i icon:
If, instead of a supporting keyword, you added a legal note to the Flexible banner and, at the same time, you checked that you advertise a medical device, we will display the legal note in the window available upon clicking the i icon — next to the sponsorowane (sponsored) badge or in the section sprawdź noty prawne I zastrzeżenia (check legal notes and disclaimers).
Three tips to help you create a successful home page ad
Learn more about the practices that may be useful when creating ads on allegro.pl.
You can create a home page ad only with special Allegro Ads permissions. If you do not have the special permissions, you can use another ad format — Flexible banner.
Allegro's home page is a location worth advertising on — it has about 3 million views per day, generated by over 1 million visitors. Here are a few tips to help you create an ad that will attract the buyers' attention.
What a Home page ad is
The graphic design you prepare and upload in the Allegro Ads Dashboard will appear in the Showcase banner format. These are 5 changing ads on top of Allegro's home page. Major brands advertise there — now, your store can do it too!
Thanks to the ad, you can present your products and encourage the buyer to purchase them. When you create an ad, you can focus on a specific product or a well-known brand. You can also present only the slogan and the store's logo instead of selecting specific products. The decision is yours.
With Allegro Ads, you can advertise on the home page with:
- display ad template
- the home page display ad — only if you have special permissions
- display ad in the Flexible banner format.
In the Allegro Ads Dashboard, you can download the templates based on which you can create the graphic design. You will find them in the campaign creation view, on the right-hand side of the page — on a list of suggestions. The templates (with .psd and .xd files) show, for example, where to place information like Smart!, what sizes the prices should be, and where not to display important information.
How to prepare a successful home page ad
1. Less is more.
You may be tempted to showcase as many products from the offer as possible. As a seller, you want the buyer to quickly learn what they can expect after clicking the ad. It is not the right way. Advertising banners that showcase a few or more different products make it hard to focus on the message. The buyer does not know what to look at, and some of the information is illegible (for example, the inscriptions on products may not be visible when there are a number of them). Then, the buyer may decide not to click the ad.
That is why, you should focus on the quality, not the numbers. Use one appropriate image of your product (for example, of the one that sells best) and add a catchy advertising slogan. Remember that with this ad format, you do not need to present the product. You can also showcase your store or the brand you want to use to attract buyers.
The advertising slogan should be properly displayed. Do not use striking and contrasting colors. If the background of your ad is colorful, add white or black text. Thanks to that, the ad will be clear and legible.
2. You have 6 seconds for the presentation.
A single ad on the home page is displayed for about 6 seconds, then changes to the next one. Think about what you want to communicate to your audience during that time. Remember that before the buyer decides to click the ad, they need to check not only the image but also the advertising slogan and a potential description.
You may want to display as much information as possible, but in practice, the buyer will not manage to read a text longer than two lines. That will draw their attention off the main goal — clicking the ad. Go for a slogan that has already proven successful, a catchphrase, or the main feature of the advertised product. The buyer will check the remaining details when they open the specific offer.
3. Place the most important information in the middle of the ad.
What you display in the middle of the banner counts most. Everything you add on its left or right side may not be visible. Why?
The advertising banner adjusts its width to different types of mobile devices used by buyers on Allegro. The resolution of some of them may cause the left and right sides of the advertising design to be cropped out. That is why, it is important to fit the message between the cropped areas. You will find their preview when you upload the graphic design in the Allegro Ads Dashboard. Make changes in the ad if the information is placed outside the marked area. Thanks to that, we will accept it and your design will appear on Allegro's home page sooner.
How to prepare an Advertisement on the home page in accordance with the requirements - examples
See how to prepare an Advertisement on the home page in accordance with the requirements and see examples.
Main requirements
Ad formats
You need to prepare a graphic creation in two formats:
- 1600 × 350 px - for ads displayed on computers
- 1536 × 500 px -- for ads displayed on our mobile website and in the Allegro application.
Links in the ad
The banner can be an advertisement for a group of products, a category or your entire Offers. It cannot be an advertisement for one product. Therefore, the link must direct to the list of offers, your Allegro store page or your other Allegro page.
Graphics on the ad
Composition
The scheme of margins and safe areas for ads displayed on computers:
The scheme of margins and safe areas for ads displayed on mobile devices and in the application:
Ad composition:
The key content column should always be arranged as in the example above - place the Logo on the Offer's Page at the top of the column and align it to the left of the column, add a title below it, and a subtitle at the bottom of the column.
Place text on desktop ads to the left of the safe area.
Place the text on ads displayed on mobile devices in the center of the safe area.
Be sure to leave space between the text and the edge of the safe area. We marked the required margins on the diagrams.
Other requirements for advertising graphics
- Do not place texts outside the designated area.
- Do not use the Allegro logo, Allegro Smart! e.t.c.
- Do not add elements that imitate buttons and encourage action - for example: Buy now.
- Do not use black and white photos, vector graphics, illustrations, unrealistic 3D visualizations.
- Use one photo or graphic that looks natural. Avoid collages or graphics that have been visibly manipulated or manipulated.
Ad text
Contents
- The text on the ad cannot contain information about price reductions or suggest the exclusivity of the Offers - for example: only with us, promotion, sale, sale, exclusive offer , etc.
- You cannot enter percentage discounts, for example: -25%.
- If you include prices in the ad text, use the entry: from PLN 99.99. Don't list just one price, like $99.99. If you provide a specific price for a product, we will ask you to change it.
- The text may not refer to website addresses.
Appearance
- Text sizes:
- for ads displayed on computers: 33 - 48 px title, 17 - 24 px subtitle, at least 12 px footnotes
- for ads displayed in the mobile application: 24 - 30 px title, 17 px subtitle, at least 15 px footnotes.
- The text cannot be written in capital letters only. You can use capital letters in accordance with the rules of Polish grammar - for example, when you start a new sentence or mention proper nouns.
- Text cannot be bold or italic.
- The text with the most important information should be placed in the safe area and not extend beyond this area.
- The text must be written in one typeface.
- You can use up to three text sizes -- one for the title, one for the subtitle, and one for the footnotes or disclaimers.
- The text should be horizontal, from left to right. It should not be noticeably curved, slanted or distorted.
- If you must include a disclaimer in your ad, make sure it is in secure areas and legible.
Recommendations
- Use photos that show real situations. If you want to show a product, make sure that:
- present it aesthetically, in a natural context, preferably together with other products
- show it in use.
- Take care of the aesthetics of the photo and composition. Do not include many graphic elements in the ad.
The most common mistakes when creating Ads on the home page
- Placing key graphic elements outside the safe area.
- Incorrect text format - for example, advertising slogans in capital letters or incorrect text reconciliation .
- Errors in the text - for example, typos.
- Add information about the percentage discount, for example: -20%.
- Adding contact details from outside Allegro.
- Using the Allegro logo, Allegro Smart! e.t.c.
- Adding elements that mimic buttons and encourage action - for example , Buy Now.
- Linking to third-party stores or websites.
- Placing text outside of the text area.
Examples of errors when creating Ads on the home page
Product placed outside the safe area:
Text written in capital letters, product price in bold, element imitating a button:
Text written in capital letters, product price in bold, Logo on the Offer's Page Allegro Smart! above the text, a footnote placed outside the safe area:
The text includes the website address:
Information about the percentage reduction, italic text, written in capital letters, incorrect composition - Logo on the Offer's Page next to the text, subtitle placed above the title:
Different business goals of Display Ads
Do you want to increase your brand awareness on Allegro and boost your sales at the same time? Check how you can do it with the help of Display ads. They are available only on allegro.pl.
Sales campaigns
Anyone who runs an online store wants to reach potential buyers and keep boosting sales. That is why it is important that the customer sees the right offer at the right time.
To reach that goal on Allegro, select Display Ads in Allegro Ads and set the precise reach for a given campaign. This option is available within dynamic template ads. Your ad will be displayed to the most interested customers — those most likely to purchase your product at once.
The reach of display ads is determined based on the offers you decide to advertise. In the case of precise reach, we automatically select the categories most similar to the categories of offers you advertise. Thanks to that, we will first display the ad to all the customers looking for a specific product — which can increase your chances of sales.
If you want to target your actions even more precisely, choose the categories where we should display your ads. This way, you can focus only on the categories that are relevant to the offers you advertise. The option to choose a category is available for banner ads and flexible banners.
Image campaigns
Customers may be more likely to purchase a product if they know or recognize the brand. That is why it is worth building brand awareness if you want your group of potential buyers to keep expanding. If you want to enhance your company's image on Allegro with the help of Display Ads, select the extended reach in the dynamic template ad.
In the case of extended reach, we will also display your ad in more general categories, other than the ones your advertised products belong to. That means your ad will be displayed to customers who have already decided to purchase a product and those still looking for one.
If customers see your ad regularly, they will remember the brand logo of the products you offer. Thanks to that, they will be more eager to choose your store when shopping next time. An image campaign is a long-term process that can have a positive impact on your business.
Download the keyword report for your display ad to check its exact reach.
In the case of banner ads or flexible banners, you can choose any category you want us to display your ad in. Thanks to this, your ad will, for example, show up in categories that are not directly linked to your product.
How you can use Display Ads in your business
It all depends on your goals. You can set all your Display Ads campaigns to have a precise reach — to maximize your sales on Allegro. However, select the extended reach if you want to increase the awareness of your brand or the brand whose products you sell. If you decide to select the extended reach, you will achieve two goals — you will benefit from the precise reach extended by additional categories.
Display ads are also displayed based on keywords. That is why, apart from setting the proper ad reach, you should also select the relevant keywords and negative keywords. Test, analyze, and make informed decisions about your campaigns.
