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Your first ad in Allegro Ads
How to start advertising with Allegro Ads
Discover all the options that will help you start advertising with Allegro Ads
Allegro Ads is a simple and flexible tool to advertise your products on Allegro and outside it (via Google Ads) using advertising solutions — Sponsored Offers and Display Ads. There are 3 options you can use to activate your ads. They are:
- Allegro Ads Dashboard
- Allegro Ads Express
- Allegro Ads in the listing form.
Access to the options described above can differ depending on the marketplace where you want to advertise your offers. Learn more about each option and see which solution is best for you.
Allegro Ads Dashboard
Select this option if you want to adapt your advertising needs to the growth of your sales on Allegro.
The Allegro Ads Dashboard is where you can find all the available Allegro Ads solutions — both Sponsored Offers and Display Ads. There, you will find the descriptions of all the advertising formats and additional information on Allegro Ads.
In the Dashboard, you can create ads tailored to the needs of your Allegro store. You can choose which offers to advertise, advertising locations, and fees. You can, for example:
- advertise all your offers at the same time.
- select offers manually — by creating ad groups for similar products or based on categories.
- advertise only bestsellers — the system will automatically select your best-selling products.
In addition, you have access to a full range of advertising data that concerns your offers. You can quickly check, for example, the return on investment, how much you spend on advertising, or what products have sold thanks to Allegro Ads. The Allegro Ads dashboard is also a place where you can start advertising in all the marketplaces where you can list your offers: Polish, Czech, and Slovak.
What the Allegro Ads Dashboard looks like
Your account in the Allegro Ads Dashboard consists of campaigns, ad groups, and offers.
The highest level of the account is the campaign. Within the campaign, you add the ad groups (in total, you can add 100 ad groups to each campaign).
An ad group is the second level of the account. Within the ad group you:
- add particular offers to advertise
- select their display locations
- set the rate per click/impression, a daily budget (and a total budget), and publication dates. We suggest that you select the offers to ad groups by including similar products in the same group. It will help you manage your account, search for specific groups, and analyze data.
Example
Campaign name: Tires
Ad groups:
- Summer Tires
- Winter tires
- All-Season Tires
You add offers that fit the description of each ad group. You can also create more detailed sections. For example, you can add different ad groups for specific tire sizes (Summer tires 17"), or specific brands (Pirelli summer tires).
Select this option if you want to quickly start your advertising — without configuring the ads yourself.
Ads Express is a tool you can use to advertise a limited number of offers — it only considers the offers with the best chances of selling, according to the algorithm. There, you will also find the basic information about your ads:
- the number of impressions and clicks on the ad
- the ad cost
- the sales value generated by the ad.
How to use Allegro Ads Express
- Sign in to your Allegro account and open the Ads Express tab.
- Set your daily budget.
- Enable the ads.
Done! The system will automatically select your best offers and start advertising them as Sponsored offers. You will only need to set the daily budget you want to invest in advertising.
If you need more flexibility and access to a wider range of statistics, switch to the Allegro Ads Dashboard.
Select this option if you want to advertise single offers easily and quickly.
The third place where you can enable Allegro Ads is the offer listing form. The Sponsored Offers campaign you can enable there will only advertise the offers you list through the form. You only have to indicate that you want the campaign enabled — we do not advertise your offers without your consent. In the listing form, you set only the daily budget the system can allocate for advertising.
The options listed above are not mutually exclusive. You can use 1, 2, or even all 3 options at the same time. Remember, however, that the most extensive options and detailed data are only found in the Allegro Ads Dashboard.
Integrating with the BaseLinker tool
Advertising offers with Allegro Ads is also available when you use the external BaseLinker tool.
How the integrating of Allegro Ads with BaseLinker works
If you manage your Allegro store comprehensively through BaseLinker, you can also add the Sponsored offers campaign through that tool. You only need to select the offers for the campaign and set the daily advertising budget. You can then add a campaign, manage the offers selected for the campaign, and check the statistics on your BaseLinker account. Learn more about adding Allegro Ads campaigns through BaseLinker (available in Polish).
Do you want to learn more about Allegro Ads?
Check the Allegro Ads Vademecum! There, you can find all the information on starting advertising activities, available advertising formats, and ways to optimize your campaigns.
3 steps to start your advertising campaign on Allegro
Do you consider advertising your offers but do not know whether you can manage advertising campaigns? Check how easy it is!
The e-commerce market keeps growing month by month. More and more companies and entrepreneurs look for customers and share their products online. Do you want customers to get interested in your offers? Advertise your products on Allegro with Allegro Ads.
Why it is worth advertising with Allegro Ads
If you do not use any feature options, your offer may not be displayed on the first pages of search results. It may especially happen if the competition for a particular assortment is high. Thanks to Allegro Ads, your offers are displayed to buyers more often and in more visible locations, which increases the chances of buyers purchasing your products.
Where we will display your offer
If you use the Allegro Ads Sponsored offers, your offer can be displayed in up to 5 additional places:
- at the top of search results
- among search results (for example, among promoted offers)
- in the left-hand column of the search results
- on the competitive offers' pages
- in the Google search network.
What the advertising fees are
- You decide how much you want to spend per day on advertising your offers and set the maximum cost per click on your ad (the so-called CPC).
- You pay only for clicks on your ad.
- You can check the costs, disable particular advertisements, or change the amount you spend daily on advertising (the daily budget) anytime.
How to create an ad campaign
You can do it in 3 simple steps:
Step 1: Select offers to advertise. Step 2: Set the display locations. Step 3: Set the budget.
It will take you up to several minutes. Read the information below.
Step 1. Select offers to advertise with Allegro Ads.
To start, go to the Allegro Ads Dashboard. Sign in with your Allegro business account details, select the marketplace where you want to display your ad and click [create campaign].
Select the campaign type — for example, Sponsored offers.
You can decide what offers you want to advertise using several options. You have access to all the offers from the selected business account. Read the detailed instructions in this article.
Consider product categories when you select offers
For example, if you want to advertise coffee grinders, create a Coffee accessories advertising campaign — it will be your first ad group. You can select the offers with coffee grinders yourself or automatically advertise those that meet specific criteria — for example, the product price is lower than 100 PLN. You decide which option to use.
Step 2. Decide where we will display your offers.
The ads you create with Allegro Ads are displayed in Allegro's best locations. In the second step of creating campaigns, you decide where the offers will be visible. You can select locations like the list of offers, offer page, or left-hand column on the list of offers.
In addition to advertising on Allegro, you can concurrently display your ads outside the platform. If you want your offers to be visible in the Google search engine, select Google Ads as your display location.
You can use all the display locations at the beginning. After a week, check in the Statistics tab what effects each location brings. That way, you will learn which display locations are most effective for selected campaigns. Allow some time for the search engine to learn your ads. Wait a bit longer before implementing any changes in your Google Ads campaigns.
Step 3. Set your advertising budget.
The cost of Sponsored offers is calculated as CPC (you pay for clicks on your ad, not the impressions). Enter the amount you want to allocate as the daily budget and the maximum cost per click. The maximum cost is the highest amount you can pay for each click on your ad. Usually, the actual cost per click is lower than the maximum CPC — you can check it in the Statistics tab.
If you do not know what amounts to enter, use the hints we display under the fields. You can also set the display dates — the starting date and the date the campaign will automatically end.
Done! Your campaign will activate automatically.
How to check whether the ad is active
In the Campaigns tab, you will see the campaign status — On, and the On/Off switch will be orange.
Check the Statistics tab regularly to see the effects of the campaign. Part of the data will appear almost instantly — for the rest, for example, units sold or sales value, you have to wait until the next day. You will also see the basic data in the Campaigns tab.
You can change the budget and end your campaign at any time. However, it is worth waiting at least several days from the start of the campaign, especially if you enable your ad in Google Ads — it needs more time to start working. Thanks to that, you will gather more information in the Statistics and implement possible changes based on that data.
What the Allegro Ads dashboard looks like
The Allegro Ads dashboard consists of several elements, thanks to which you can create ads, manage the budget, and control the course of the campaign.
Your Allegro Ads account in the Allegro Ads dashboard contains campaigns, ad groups, and offers.
An overarching account level is the campaign. It is within the campaign that you add other ad groups (in total you can add 100 ad groups to each campaign). Ad group is the second level of the account. Within the ad group:
- you add individual offers to advertise
- you select their display areas
- you set the rate per click/view, a daily budget (and a total budget), and publication dates. We suggest that you select the offers to ad groups by including similar products in the same group. It will help you manage your account, search groups, and analyze data.
Example
Campaign name: Tires
Ad groups:
- Summer tires
- Winter tires
- All season tires
You add offers that fit the description to each ad group You can also create more detailed sections. For example, you can add different ad groups for specific tire sizes (Summer tires 17"), or specific brands (Pirelli summer tires).
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.
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