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Allegro Ads budget and statistics
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 | Fee 0.65 PLN |
| Health | Fee 0.65 PLN |
| Home and Garden | Fee 0.65 PLN |
| Electronics | Fee 0.65 PLN |
| Beauty | Fee 0.55 PLN |
| Automotive | Fee 0.50 PLN |
| Kids | Fee 0.60 PLN |
| Sports and Travel | Fee 0.60 PLN |
| Fashion | Fee 0.55 PLN |
| Collections and Art | Fee 0.40 PLN |
| Culture and Entertainment | Fee 0.30 PLN |
| Business and Services | Fee 0.65 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.
How a daily budget works in Allegro Ads
A daily budget in Allegro Ads is the amount of daily expenditure on advertising of selected offers.
While creating a campaign in Allegro Ads, you need to define a daily budget ― a total amount you are willing to spend on the advertising of selected offers.
Below, you will learn:
- what a daily budget is
- why your spendings may vary on different days
- what the maximum spending difference is.
The daily budget
A daily budget is the daily amount for advertising that you set for each ad group you create. You can set the daily budget in the Ads dashboard while creating and editing an ad group. Your spendings in one 7-day cycle ― counted from Monday till Sunday ― will never exceed the daily budget multiplied by the number of days remaining to the end of week.
The budget is transferable and flexible.
Transferable means that if one day there is less interest in your assortment, the budget that is left will be used in the next seven days — when the interest increases. That mechanism makes sure your planned budget is fully used.
The budget is also flexible, which means that on days with more interest in your products, it can reach a maximum of 130% daily. However, every week, your flexible budget will not exceed the amount of your daily budget multiplied by the number of days in a week.
How the daily budget works
It does not mean that you will spend exactly the same amount for advertising every day. The user activity on Allegro differs from day to day ― sometimes, there are numerous potential buyers, and on other days there are fewer of them. Thanks to transferring a part of the budget from days with lower activity, we can fully utilize the advertising potential on days with higher number of search queries.
It means that your budget will be used more efficiently. Usually, the fluctuations are not significant ― a maximum difference between determined daily budget and factual spendings is 30%. This upper limit may be reached only in the case of very strong activity of potential buyers. With this solution, your sponsored offers will be displayed more frequently when the activity on Allegro is higher.
What statistics I can check in the Allegro Ads dashboard
In the Allegro Ads dashboard, you will find plenty of data and statistics that will help you easily check the costs and effects of your advertising campaigns.
In the Statistics tab, you can analyze your campaign results.
In the case of Sponsored offers, there are 9 indicators available:
- clicks ― the number of clicks on your sponsored offers
- page views ― the number of views of your sponsored offers
- CTR ― the ratio of the number of clicks to the total number of offer views
- CPC ― the average gross price per click, which is a total cost of all clicks divided by the number of clicks
- cost ― the gross sum of all costs generated by a sponsored offer
- return on investment ― revenue generated after clicking on a sponsored offer per 1 PLN spent on Allegro Ads
- interest ― a total number of watchlisted offers and items added to the cart within 7 days of clicking on a sponsored offer
- quantity sold ― a total number of units sold within 7 days of clicking on a sponsored offer
- sales value ― a total gross value of units sold within 7 days of clicking on a sponsored offer.
Additionally, if you use the display ads, you can check such parameters as:
- average CPM ― average gross price you pay for 1000 impressions of your display ad. That way, you can compare the specific amount with the maximum CPC rate you have set for a specific ad group.
- reach ― the number of people who saw your display ad at least once
- supported sales ― gross value of sales assigned to sponsored offers, which was also supported by a display ad ― it means that the buyer found your offer thanks to a display ad and later through sponsored offers, but the system can assign this sale only to one campaign ― in this case, to a campaign with sponsored offers
- quantity sold — the total number of offers sold, calculated within 7 consecutive days after a display add was clicked and 1 day after its impression. Check whether this list contains products you are not advertising yet. If it does, and you see that many units of those products were sold, add them to an ad group, or create a new group. As a result, you will start advertising them, which will increase the sales of a given product.
- sales value ― a total gross value of items sold within 7 days of clicking on a display ad and 1 day of its impression.
You can check statistics for a campaign, an ad group, and separate offers. At your disposal, you have a line graph with selected parameters and a table. For your convenience, you can also select a timeframe for which you want to analyze the data.
How to manage ad display locations
You can also select additional parameters, such as a display location, and analyze the campaign based on them. That will allow you to check:
- where your ad appears most and least frequently
- which locations generate the highest profit for you
- where you may want to increase the CPC bid.
When creating a sponsored offer ad, you can choose from the following display locations:
- at the top and bottom of the search results page
- in the left-hand column of the search results
- on the offer page
- in other locations (for example, on the home page or category page)
- in Google Ads.
Using the Dimensions filter in the data table, you can see details for each location selected in a given ad group. This will help you check whether all these locations generate results you are satisfied with. For example, it may turn out that your ads displayed in the left-hand column of the search results do not affect your sales: despite many page views, you get very few clicks and slim sales. On the other hand, display between the search results has very good effects. In this case, you can simply disable one of the display locations by editing your campaign. As a result, your daily budget will be allocated to fewer locations, which will increase their impact and make them available for a longer time.
How to download the file with statistics
Additionally, you can export statistics to an XLSX file. To do it:
- Select the date range and other metrics in the Statistics tab.
- Click [download] on the right under the line graph.
The ready report will be waiting for you in the My Files tab.
How to analyze data
First of all: take your time to analyze the data.
Start analyzing data at least a week after launching a new campaign. Ads need to be displayed on the platform for some time to make it possible to draw any conclusions regarding their impact on buyers. If you analyze the data after one or two days from the start of the campaign, you can quickly become discouraged:
- the page views/clicks/sales may be insufficient to interpret anything, and as a result, you might reach hasty conclusions ("the number of clicks is so low, so this makes no sense"; "my costs are higher than the return on investment — I'd better opt out right away!")
- in some locations, the ad might have not been displayed yet — for example, when using Google Ads, your ad needs up to 7 days for the effects to become noticeable.
Secondly: decide what information you should analyze.
In the table in the Statistics tab, you will find 3 sections:
- Campaigns
- Ad groups
- Offers.
At the campaign level, you only see a general overview of activities. It makes it difficult to draw any conclusions. That is why, go to the Ad groups section, and then click Offers. This is where you will find useful information. Analysis from the perspective of individual offers will help you see which of them are most and least effective. That way, you will be able to further optimize the campaign.
Thirdly: Compare similar offers.
If you see major discrepancies among various campaigns that relate to completely different products in different categories — no need to worry. Each product follows its own rules and may yield completely different results which, however, may be equally beneficial to you.
How to interpret clicks and page views
Check the data in the two columns in the Statistics tab — Clicks and Page views. Check below how you may interpret it.
Few page views, few clicks.
If an offer has few page views (much fewer than other offers with similar products), this might be a warning sign for you. The offer title may be the problem. The title may be missing the key information the buyers are looking for. Take a look at the titles of offers with more page views.
Offers with Allegro Ads are displayed in the search results just like the other offers. Check what you can do so that we display your offers higher in the search results. Check what suggestions we display in the Allegro search engine when you type your product's name. You can also find useful information and tips in the Allegro Ads Campaign Planner.
Few page views, many clicks.
It may also happen that the offer you are advertising gets a low number of page views, but the number of clicks is similar compared to other offers (or the CTR indicator is comparable to other offers or even higher). This means that your offer attracts buyers. In this case, look at the maximum CPC bid in a given ad group. Perhaps the product is in a category with high competition from other advertisers.
What you can do Try to increase the CPC bid by editing the relevant ad group in Campaigns — that should cause the ad to display more frequently and attract more buyers. Pay attention also to offer description and parameters.
Many page views, few clicks.
And what to do if the offer is displayed often, but buyers do not click on it? The title is correct, and the CPC bid is also appropriate (because the offer gets views). Check several options:
- the offer price is not attractive — customers can buy the same product cheaper
- thumbnail — the first image displayed in the search results — may be blurry or present the product in a way not appealing enough to buyers. Learn more.
- buyers may be more likely to choose offers where they can benefit from the free Smart! delivery, coupons, or Coins
- information about delivery time — if you want to attract buyers with your offers, enable fast delivery. An increasing number of sellers dispatch parcels on the day of purchase. Learn more.
Many page views, many clicks, and many units sold.
Is there an offer that stands out compared to others? It has not only lots of searches but also many clicks and generates much profit? Consider separating it from its current ad group and setting up an individual ad group for it with a separate budget. As a result, 100% of the amount will be invested in the given product. This offer will be searched for even more often and will positively impact your reach — more people will click it and go through it to other offers at the store.
Many page views, many clicks, and few units sold.
When analyzing data, you may find that page views and clicks are not effective. Buyers reach the offers but, for some reason, do not make a purchase. Why? It may be caused by an inaccurate description, unattractive images, or missing parameters.
Perhaps you do not offer convenient delivery options or return methods that buyers are looking for. This will also cause them to start searching from the beginning.
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