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Optimization and growth in Allegro Ads
How to get access to the Campaign Planner
You can use the Campaign Planner if your expenses on Allegro Ads amount to at least 3,000 PLN during the last three settlement periods.
The Campaign Planner is a tool serving to analyze keywords the buyers enter in the Allegro search engine on allegro.pl. It will help you tailor titles of your offers to the buyers’ queries, as well as design a long-term advertising strategy.
You can use a maximum of 2,000 searches per month. When you reach this limit, we will temporarily block your access to the Campaign Planner. We renew the query limit every first day of the month.
To get access to the Campaign Planner, you need to spend at least 3000 PLN on Allegro Ads in the last three billing periods. You can check your spendings in the Statystyki (Statistics) tab. Your access to the Campaign Planner is verified automatically at the beginning of each month.
We do not consider the ad campaign service costs — such as remuneration you pay the ad agency — as spendings for Allegro Ads.
After meeting one of those requirements, sign in to Allegro Ads dashboard to find the Campaign Planner in the main menu, in the top right corner.
How to use the Campaign Planner
Enter the name of the product you want to advertise - you will see "queries", or list of phrases that your potential customers type in when searching for items related to your products.
The Campaign planner lets you check what buyers type into the Allegro search engine - you will be able to see the exact words and phrases. This will allow you to match the titles of your offers to buyers' queries and prepare an effective advertising campaign. You can use a maximum of 2,000 searches per month. When you reach this limit, we will temporarily block your access to the Campaign Planner. We renew the query limit every first day of the month.
How to get access to the Campaign Planner
Your Allegro Ads expenses for the last 3 months should equal at least 3000 PLN. You can check your expenses in the Statistics tab by selecting the right time range. Your access to the Campaign Planner is verified automatically at the beginning of each month. If an advertising agency is responsible for your ads, the advertising and service costs you incur as part of that cooperation will not be considered for access to the Planner.
Where you can find the Campaign Planner
You can launch the campaign planner after logging in to the Allegro Ads panel. Select the Campaign Planner tab in the top menu.
How to use the Campaign Planner
When you launch the Planner, enter the name of the product you want to advertise. You will see a list of words and phrases that buyers type in when searching for products that are similar to your offers.
In the next columns you will find more data:
- Average monthly reach: the average monthly number of searches containing the given phrase and the list of categories that include the phrase in the offer titles
- CPC : the suggested cost per click for the given phrase. The cost may vary depending on the season and on the costs of your competition.
- Competition: it shows how many advertisers want to advertise for the given phrase. It is calculated based on the number of offers from other sellers who have the chance to advertise for the given phrase.
You can also check which categories on Allegro have a potential for the given phrase in the titles of the offers assigned to them.
Do you want to know when to invest in Allegro Ads? Check the annual trend for the product. To do this, expand the additional pokaż trend roczny (show the annual trend) option. The graph shows how the number of queries for a product increases and decreases over the year. It will help you decide when to invest in Allegro Ads to reach your customers.
Allegro Ads — how to do it better
Have you already had your first experience with a Sponsored offers campaign? Wonder what you can improve to obtain the expected return on investment? Here are several tips worth considering.
Each tip corresponds to one of the most common mistakes the sellers make when running long-term Sponsored offers campaigns in Allegro Ads.
Mistake 1: I have no time to analyze the statistics. This campaign simply does not work.
Tip: Check statistics regularly and draw conclusions.
The campaign's effectiveness is affected by various factors. To make it most profitable, you should invest in advertising offers that are the most popular among customers. Use the statistics of your campaigns in the Allegro Ads dashboard.
Check the statistics of particular offers regularly. You can sort them, for example, by the amount invested in advertising — starting with the highest amount. This will help you easily identify the most popular offers and those that generate costs and do not contribute to your sales. You can add the non-profitable ones to an ad group with a separate budget or disable them for some time.
Thanks to the data about the most and least successful offers, you can systematically improve your return on investment. The best campaigns that reach high returns on investment are preceded by a systematic analysis and work on ad groups' settings.
Mistake 2: I draw conclusions too quickly.
Tip: Test your campaign for a week and observe the trends.
You should test a campaign for at least a week. Why? The traffic on Allegro is different each day. The process your customers go through — from the product search to the purchase — is reflected in the results after the first full week of the active campaign.
Mistake 3: I exclude display locations.
Tip: Select all display locations and analyze your return on investment.
We offer 5 display locations for Sponsored offers:
- search results
- the left-hand column in the search results
- offer page
- Google Ads network
- other display locations (for example, the home page and category page).
We advise you to select all the locations when creating your first Allegro Ads campaign. After several weeks, you can check which locations generate the highest return on investment for you. Consider also the breakdown of ad groups by specific display locations and adjusting different rates per click.
Every buyer behaves and searches for products differently. That is why it is worth using every location so that your offer always has a chance to be displayed to the buyer.
Mistake 4: I advertise single offers in an ad group.
Tip: Avoid ad groups that are represented by just one offer.
Sellers sometimes add only one or two offers to the ad group and use it to assess the campaign's effectiveness. First, check all your offers to determine which are most popular and generate the highest return on investment.
If you select just one offer, you give us no possibility to optimally allocate your budget for the most effective offers.
Mistake 5: In the campaign, I advertise the worst-selling offers. I expect they will start selling.
Tip: A key to success is to identify the best products.
The Allegro Ads campaign ensures that you reach customers the moment they are looking for the products you offer. Thanks to it, you can effectively advertise selected offers in several locations — which increases the chances of sales.
The better and more competitive offer you add to Sponsored offers, the fewer paid clicks are needed to generate sales. That means you can profit more if you advertise the best offers.
Mistake 6: I include all the offers in one ad group.
Tip: Remember to divide the ads into groups.
It is best to create campaigns that relate to one topic. Make a more precise division at the level of ad groups. The better you group your advertised offers, the easier it is for you to select optimum rates and daily budget, and assess the campaign's effectiveness.
You can adjust the CPC rate and the daily budget better if you group your ads by, for example, products from a specific category or one price range. You can also divide ad groups by products' popularity or seasonality, or select those that sell best. It all depends on your assortment.
Mistake 7: I do not adjust my campaigns to different seasons.
Tip: Prepare for the season.
You know your business and understand which season is the best for you. Analyze your sales in the past 12 months to see when it is a good idea to introduce additional advertising activities. You can have an active campaign all year round, but during the season, focus on the most sought-after products at that time.
You can also use the Campaign Planner to check annual trends for keywords that describe your products best.
The time of increased interest in your products is the best time for you to boost your sales. A well-prepared offer and the possibility to display it in the best locations on Allegro may be your key to success.
Allegro Ads — how to prepare an effective ad
Allegro Ads are tailored to the buyers' queries. In practice, it means they are only displayed to people who are potentially interested in them. Thanks to a high-quality ad, the buyer can easily find what they are searching for — which successfully supports your sales.
What the offer quality is
Offer quality is the parameter that allows the best-fitting ads to be displayed to buyers. Each offer receives a quality score. The Allegro Ads system supports offers with a high quality score. As a result, ads of the best-quality offers may be displayed even when their maximum rate per click is lower than the competition's. When you improve the quality of your offers, you also influence the quality of your ads.
If you want your offers to get more views and clicks, ensure they meet the following criteria.
- The offer title is consistent with the words buyers enter into the Allegro search engine. You can easily check what words buyers enter by observing the suggestions from the Allegro search engine. They appear when you start typing your product name into the search engine.
- The offer description is accurate, understandable, and complies with our rules.
- In the offer description, you complete all the necessary product parameters.
- Product images are of high quality and in line with our requirements.
- You offer different delivery options.
- You care about a high sales quality level.
How to advertise your offers with Allegro Ads in the foreign marketplaces
The Allegro Ads service is available in every foreign marketplace where you share your offers. You can take advantage of Sponsored offers within Allegro Ads.
How to advertise your offers with Allegro Ads in the Czech marketplace
On allegro.cz, we enable Allegro Ads in the form of Sponsored offers. The Sponsored offers option is available in:
- the Allegro Ads dashboard
- the Ads Express tab.
How to benefit from Sponsored offers in the Allegro Ads dashboard
- Sign in to the Allegro Ads dashboard.
- To create an advertising campaign in the Czech marketplace — select Czechia — allegro.cz.
What options are available within Allegro Ads on allegro.cz
When creating a Sponsored offers campaign for the Czech marketplace, you can select the following Allegro Ads options:
- advertise all offers — it concerns only the offers that were previously selected for sharing on allegro.cz
- advertise bestsellers — we will automatically select and add to the campaign those of the shared offers that have sold best on allegro.cz so far
- set rules for offers — you set the automatic advertising based on selected filters — for example, all the offers with irons above 1,000 CZK
- select offers manually — you can manually mark the offers you want to advertise on allegro.cz.
How to use Sponsored offers within Ads Express
The Ads Express campaign is an automated offer advertising option. It is used for advertising your best-selling products. The system automatically selects the offers for advertising. Within Allegro Ads Express you can set:
- a daily budget for advertising — the amount you want to invest in Sponsored offers
- the ad's visibility in Google Ads — thanks to which it can reach a greater number of potential buyers.
You will find detailed statistics of the Ads Express campaign in the Allegro Ads Dashboard.
What display locations are available on allegro.cz
On allegro.cz, ads can be displayed:
- in the search results
- on the product page
- in Google Ads — if you select this option when creating or editing the ad group.
For new campaigns, the display location on the product page is always checked by default. For existing campaigns — you can edit them manually.
In what currency we settle the daily/total budget and the maximum cost per click on allegro.cz
On allegro.cz, settlements are handled in CZK. Therefore, the Ads campaign settings are also available in that currency. The minimum cost per click (CPC) for particular categories on allegro.cz is:
- 0.75 CZK for categories: Collections and Art, Culture and Entertainment
- 1 CZK for the category: Fashion
- 1.25 CZK for categories: Automotive, Kids, Sports and Travel
- 1.50 CZK for categories: Electronics, Beauty
- 1.75 CZK for categories: Home and Garden, Health, Supermarket
- 2 CZK for the category: Business and Services.
How we settle the Allegro Ads on allegro.cz
We settle the advertisement costs in CZK. Starting February 26, 2024, we transfer the Allegro Ads service fee to the Allegro bill daily, with a 3-day delay. That means we calculate and update the fee daily and transfer it to your Allegro bill 3 days after the calculation. You can find the information on fees in the Statistics tab of the Allegro Ads dashboard.
What about advertising in other marketplaces
Within the Allegro Ads Dashboard, you can advertise offers you share in each of the marketplaces: Polish, Czech, or Slovak.
How to advertise your offers with Allegro Ads in the Slovak marketplace
On allegro.sk, we enable Allegro Ads in the form of Sponsored offers. The Sponsored offers option is available in:
- the Allegro Ads dashboard
- the Ads Express tab.
How Sponsored offers work on allegro.sk
It is simple: The ad is displayed to the buyer, triggered by the search phrases they type in the Allegro search bar. Select offers to advertise, set their display locations, choose how much you want to invest in advertising, and we will take care of the rest. Your offers will be displayed in different locations. Thanks to that, new buyers will reach them faster.
In Sponsored Offers, you pay for the result — the buyers' clicks on your ad. When you create a new ad group, you decide how much you want to pay for one click (the so-called max. CPC) and set the daily budget to invest in advertising. In the Allegro Ads dashboard, you have access to all the statistics. They will show you how each of your ads performs. Learn more about the statistics.
When creating a Sponsored offers campaign for allegro.sk in the Allegro Ads dashboard, you can select what, how, and when to advertise. You can decide to:
- advertise all offers — it concerns only the offers that were previously selected for sharing on allegro.sk
- advertise bestsellers — we will automatically select and add to the campaign those of the shared offers that have sold best on allegro.sk so far
- set rules for offers — you set the automatic advertising based on selected filters — for example, of all the offers with irons above 150 PLN
- select offers manually — you can manually mark the offers you want to advertise on allegro.sk.
How to use Sponsored Offers in Ads Express
The Ads Express campaign is an automated offer advertising option. It is used for advertising your best-selling products. The system automatically selects the offers for you. Within Allegro Ads Express, you can set:
- a daily budget for advertising — the amount you want to invest in Sponsored offers
- the ad's visibility in Google Ads — thanks to which it can reach a greater number of potential buyers.
Where the ad will be displayed
In the Slovak marketplace, Allegro Ads will be displayed:
- in the search results on allegro.sk
- on the offer page
- in Google Ads — if you select this option when creating or editing the ad group.
In what currency we settle the daily/total budget and the maximum cost per click on allegro.sk
On allegro.sk, settlements are handled in EUR. Therefore, the Ads campaign settings are also available in that currency. The minimum cost per click (CPC) for particular categories on allegro.sk is:
- 0.03 EUR for categories: Collections and Art, Culture and Entertainment
- 0.04 EUR for the category: Fashion
- 0.05 EUR for categories: Automotive, Kids, Sports and Travel
- 0.06 EUR for categories: Electronics, Beauty
- 0.07 EUR for categories: Home and Garden, Health, Supermarket.
How we settle the Allegro Ads on allegro.sk
We settle the advertisement costs in EUR. We transfer the Allegro Ads service fees to your Allegro bill daily, with a 3-day delay. That means we calculate and update the amount due daily and transfer it to your Allegro bill 3 days after the calculation. You can find the information about the fees in the Statistics tab of the Allegro Ads dashboard.
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