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Allegro Ads sponsored offers
Sponsored offers – how to create a campaign
Just a few simple steps to create a campaign for sponsored offers and advertise your offers in the most popular locations on Allegro.
To create ads for your offers, go to ads.allegro.pl and click the Allegro Ads dashboard. Click Sign in at the top right corner. Use your Allegro login and password to sign in. Next:
Use the [Dodaj kampanię] (Add campaign) button to start creating a campaign
Select the campaign type Oferty sponsorowane (Sponsored offers), and click [skonfiguruj kampanię] (edit campaign settings).
Add a campaign name.
Each campaign must have a name, which is visible only to you. The names will help you easily find the exact sponsored offers you are looking for in the dashboard. Enter the campaign name in the text field. Then, enter the name of the ad group to which you would like to add offers.
- Select offers you want to advertise.
You can do it in 4 ways:
- Advertise all offers — you select all your offers. With that, your advertisement will reach all your potential customers.
- Set rules for offers — you select offers you want to advertise through offer filtering. You can group offers by titles, categories, or prices. With automatic selection, new offers that match your previous settings will immediately appear in a specific group. Thanks to that, you do not need to remember to add new offers.
- Advertise bestsellers — you select offers with the biggest selling potential. We recommend that option to sellers who start advertising offers with Allegro Ads.
- Select offers manually — you choose the specific offers you want to advertise. When an offer expires, you need to add it to an ad group again after relisting. We recommend that option to sellers with experience in advertising offers with Allegro Ads.
- Select display locations. We recommend you select them all!
Display locations on Allegro:
- Search result: the offer will be displayed in the first and last positions of the search results list and between them.
- Offer page: a promoted offer is displayed on the offer page, in the sponsorowane oferty w tej samej kategorii (sponsored offers in this category) section.
- Left-hand column: an offer is displayed to the left of the search results.
- Other display locations: an offer is displayed in the locations currently available on Allegro (for example, the main page, a category page, or others).
Display locations outside Allegro:
Ads network ― Google Ads: an offer may be displayed in the Google search results and on the Google Shopping site when a buyer enters a specific phrase in the Google search engine. Learn more about Google Ads.
Set the budget, date, and display location.
- Enter the daily budget amount (required). The daily budget determines how much you want to spend on advertising per day. Allegro Ads uses a roll-over and flexible budget.
Roll-over means that if one day the interest in a given assortment is lower, the unused budget from that day will be carried over and used within the next 7 days – when interest increases. This mechanism ensures that your planned budget is used in full.
The budget is also flexible, which means that on days when more people are interested in your offers, you may spend up to 130% of your daily budget. Those days are balanced by days with less interest so you will never exceed your weekly budget (daily budget multiplied by the number of days in a week).
- Set a maximum cost per click (CPC) of your offer. CPC is the maximum gross rate you are willing to pay when someone clicks on your ad. When setting the CPC, you can use the suggested price that appears in the panel.
- More options – enter the total budget amount (optional). The total budget determines how much you are willing to spend on the entire campaign. Once the set amount is reached, the campaign will be terminated.
- Select the end date of your campaign or the Bez daty końca emisji (Continuous campaign) option. The start date is set by default as the day you set up your campaign. It is possible to choose a different date.
Save your campaign. Done! The advertising campaign will be displayed in a few minutes. You can find more detailed campaign data in the Statistics tab after 24 hours from the activation.
Display location: Ads network – Google Ads, what is it and how does it work
Google Ads is a new type of campaign in Allegro Ads that allows you to advertise your offers directly in Google search engine.
How Google Ads works within the Allegro Ads dashboard
If you add a Sponsored Offers campaign and choose Ads network – Google Ads, the offers you chose for the campaign will have a chance of being shown in Google search results, and on the Google Shopping page after a buyer types in a chosen phrase into Google.
The campaign will start displaying on Google within 3 working days from its launch. This is the time it takes to check whether your offers comply with Google Ads policies. When the ad displays in the search engine, Google's algorithms learn your offers and optimize their performance to match offers to buyers' queries more effectively. Every day, Google gets to know your campaign better, which can result in lower CPC (cost per click) rates and higher returns on investment.
Any campaign change makes Google algorithms start learning from scratch. That is why, you should observe your campaign for some time — at least for 7 days — and then make changes based on the data you collected. The more information you gather, the more likely the campaign will get a higher return on investment.
How to launch the campaign
You can launch the campaign if:
- you have active offers on Allegro
- in the Sponsored Offers campaign, you have Ads network – Google Ads selected as a display location.
Offers you can advertise on Google:
- offers with the Buy now option
- offers, in which you enable at least one delivery option to the buyer’s address, like a registered letter or courier delivery
- offers, which follow Google policies regarding product categories on Google Ads.
How to prepare an offer for the Google Ads campaign
The key elements that affect the optimization of your campaign are: product image, offer title, and EAN. Pay attention to them when listing an offer.
Product image
Google requires images to show the product in detail and accurately. It is best if the product is presented against a white background. Do not include captions, delivery information, purchase incentives, or brand logos on the image.
Offer title
An effective title only applies to the product being offered and contains a maximum of 75 characters. Include a detailed product name and its main features, such as color. If someone is interested in buying a product, they usually look for it by name. So make the most of your offer title to help a potential customer find your product in the Google search engine.
EAN (GTIN) code
If you sell products that have EAN (GTIN) codes, add them to the offer parameters. This will help match your product in the Google search engine with the buyer’s query. The user will see the products that match their needs best.
What if you do not have the EAN (GTIN) code? Contact the manufacturer or the product brand owner. Do not create them yourself, as this may only make it more difficult for the algorithms to position your offer. In that case, focus on the other ad parameters.
To learn more about the EAN (GTIN) code, read this article.
Campaign settlement
We settle the campaign in the Cost-per-click (CPC) model, which means that you pay only when somebody clicks your ad. We will add the campaign fee automatically to your Settlements with Allegro, along with other activities within Allegro Ads. It means that the maximum CPC rate in ad groups for which the display location is Google Ads can be higher than the one you set on activating the ad. You can check the average rate per click for a given display location in the Statistics tab. Go to the table with data, click Dimensions, and then check Display locations.
How to create a Sponsored Offers ad that shows offers on Google also
In order to create an ad that appears on Google, sign in to the Allegro Ads dashboard, and add a Sponsored Offers campaign.
If you choose only one display location: Ads network — Google Ads, the minimum daily budget is 10 PLN. If within one campaign you choose display locations on Allegro and on Google, the minimum budget required to display ads in the Google search engine is 20 PLN. For campaigns longer than 7 days, we recommend choosing Ads network.
Google algorithms need some time to learn to better match your offers to buyers’ queries and to optimize the campaign parameters. This process is represented with a lightbulb, which you will see next to your campaign in the Campaigns tab. Do not make major changes during this time because it may prolong the learning process.
What part of the daily budget will be dedicated to the Ads network – Google Ads
- If you settle on an ad display on Google Ads only, all your declared budget will be dedicated to showing your offers on Google.
- If you choose to display your ad on Allegro and in the Ads network, in statistics, you can check what part of your budget is dedicated to each display location.
