Allegro is a major player in the Polish eCommerce market, and the clear number one in the Polish marketplace category. The strength of Allegro's demand side is demonstrated by its over 18 million real users, who generate 1,7 billion product searches per month. Its supply power is confirmed by the 150 million available offers posted by 140,000 professional sellers. Monthly, Allegro users complete as many as 24 million transactions during the platform's nearly 200 million visits. So, the question is, how can you increase sales on Allegro?
Don't have a store yet? Learn how to set up an online store on Allegro.
Selling on Allegro – when is it profitable?
Like any sales platform, Allegro isn't without its flaws. For many Allegro customers, price is still the most important determinant of a good product. For companies unwilling to compete on price, breaking through with their offer without additional promotion will be significantly difficult. An additional barrier is sales commissions, which are significant in some categories. However, the seriousness of Allegro as a player is undeniable, and the above-mentioned numbers speak for themselves. The selection of offers is vast, so everyone will find something for themselves. The platform instills confidence in potential customers thanks to its buyer protection program. Furthermore, free shipping included in the Allegro Smart package makes Allegro the first source of online shopping for many users, and such a sales opportunity shouldn't be ignored.
More orders on Allegro – what really works?
As we've outlined above, the scale of sales on Allegro is enormous, so it's crucial to properly highlight your products among your competitors. Being first on Allegro's listings simply pays off. Listings in the top positions generate 16% of all clicks and account for a full one-fifth of all transactions.
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In highly competitive categories, there's a risk that your products will appear on pages 10, 20, or even 50. Fortunately, paid Allegro Ads allows you to display your product offers in the most desirable and visible places on Allegro.
What advertising options does Allegro Ads offer?
Allegro Ads allows you to highlight products at every stage of the shopping journey. From highlighting products during the first phase of the shopping process, which is product search, to highlighting offers in search results and further highlighting them on the product page.
There are 3 most visible advertising options:
- sponsored offers – dedicated to all those selling on Allegro,
- graphic ads – an advertising format dedicated to brands that want to influence interest in their products and brand recognition,
- advertising network – enabling you to reach potential buyers through external services such as the Google search engine and the Facebook platform.
When is it worth starting advertising with Allegro Ads?
Among the many reasons to start your Allegro Ads adventure, there are four main reasons: firstly, when introducing new products; secondly, when you want to maintain an established leadership position; and thirdly, when selling seasonal products, and especially when there's significant or intense competition.
Allegro Ads Sponsored Offers
The sponsored offers campaign gives you the opportunity to present product offers in the most popular places on Allegro, such as the first two positions of search results, positions in the column on the left next to the search results and in boxes on offer pages.
The main feature of sponsored offers is the ability to display offers that are closely matched to the user's query. If a potential customer enters "puppy food" into the search box, sponsored offers will display products closely related to the query. Most importantly, they'll see our offers in the top positions, allowing them to easily increase their sales by reaching potential customers before their competitors.
Sponsored offers are displayed both on desktops, i.e. browsers designed for laptops and PCs, and on mobile devices, i.e. smartphones and tablets.
Allegro Ads graphic advertising
Image advertising, as the name suggests, is a banner ad designed for sellers who want to increase their brand recognition on the Allegro platform. The image appears above search results. It reaches customers who don't yet have a specific product in mind and are searching for offers without providing all or specific parameters, as 76% of Allegro users do. It's displayed based on categories and keywords entered by the buyer, for example, "framed garden pool."
The ad design consists of the brand logo, an additional advertising slogan, and two seller offers – selected by Allegro's algorithm. Furthermore, to precisely reach the right target group, ad display conditions are defined.
Allegro Ads advertising network
Allegro Ads allows you to advertise offers not only on allegro.pl, but also on other websites outside Allegro, such as the Google search engine or Facebook.
This form of advertising allows you to reach customers who primarily search for products on Google. When a buyer enters a phrase into the Google search engine that matches the seller's products, the advertised products will be displayed on the Google search engine page. Allegro products will appear at the top of the website or in the right-hand column of search results, as well as in the Google Shopping tab. If a buyer is interested in a product and clicks on your ad, they will be taken to the Allegro website, directly to a dedicated product page.
With appropriate campaign settings on the Display Network, the seller's products can also be displayed to buyers on Facebook. Facebook Ads display offers to users who have previously viewed the seller's products on Allegro but have not made a purchase. Furthermore, ads similar to previously viewed ads are selected and displayed if the Allegro system determines they may be of interest to the user and encourage them to click and proceed to the advertised product page.
How much does advertising cost on Allegro Ads?
When you start your own Allegro Ads journey, you don't have to commit your entire budget before launching your campaign. You can decide how much you want to spend on advertising during its run, based on statistics on current budget usage. The budget amount can be set based on the configuration:
- daily budget, specifying the maximum amount you want to invest in advertising per day,
- total budget, specifying the total amount you wish to invest in advertising over its entire duration.
Allegro Ads are billed based on a model in which you pay primarily for ad clicks, not for views.
Sponsored ads on Allegro Ads are billed using the PPC (pay per click) model.
Displaying a sponsored ad is free, and payment occurs only when someone clicks on the ad, meaning they reach the offer page. Similarly, within your chosen daily budget, for advertising on the Display Network, i.e., on external sites like Facebook and Google, you pay only when someone clicks on the ad. Display advertising, on the other hand, is billed using a CPM (cost per mille) model. You set the rate you want to allocate for 1000 actual ad impressions on Allegro. This way, you know the maximum amount you'll pay for a single ad impression.
Maximum CPC (Cost Per Click) refers to the situation in which available advertising spaces on Allegro are determined. Offers displayed on the Google Ads and Facebook Ads Display Networks have an automatic CPC bid that aims to maximize return on investment.
The minimum CPC depends on the section the promoted offer is in. It can be 10 cents for: Kids, Fashion, Beauty, Electronics, Sports & Leisure, Automotive, Culture & Entertainment, Collections & Art, or 25 cents for Home & Garden, Health, Supermarket, Business & Classifieds.
The minimum daily budget depends on the set of selected placements for the ad group in the Sponsored Places campaign. It will be PLN 3 for placements available exclusively on Allegro, PLN 10 for placements appearing exclusively on Google search, and across all placements on Allegro and Google search, but the ad will appear on Google search with a daily budget of PLN 20.
How to start increasing sales on Allegro?
The basic issue of starting to promote offers using Allegro Ads is to decide whether we feel confident enough to try to manage the advertising campaign ourselves or whether we want to entrust the management to a certified agency.
Allegro provides sellers with 3 options.
- Ads Express – a simple and quick tool for advertising offers yourself and checking their effectiveness.
- Allegro Ads Panel – an extensive tool for adding multiple campaigns yourself and checking their effectiveness.
- Allegro Ads Partner – opportunity to cooperate with certified agencies with knowledge and experience in advertising.
What is the difference between Ads Express and the Allegro Ads Panel?
As mentioned above, Ads Express is a quick and easy tool designed for users who lack knowledge of campaign planning and optimization. Unfortunately, automated campaigns, while undoubtedly a benefit for beginners, also have their drawbacks. First and foremost, the tool automatically selects offers for the advertising campaign from among all the products offered by the seller. We have no way to select the products we consider the most attractive. Products are selected by algorithms, which we readily use ourselves, as the algorithms outperform human calculations. However, without the additional support of an experienced specialist, they do not achieve maximum results.
If you understand what a campaign or ad group is, and have experience with data analysis and campaign optimization, you can use the Allegro Ads Panel yourself . Unlike Ads Express, the panel allows you to manage your account and group offers more effectively. The top-level panel in the account is the campaign level, and within a single campaign, you can designate multiple ad groups. At these levels, you manage your click rates and advertising budget.
The panel's main advantage is its statistics . The panel allows you to check the following parameters, which will help you understand how well your Allegro Ads ad performed:
- clicks,
- views,
- CTR,
- CPC,
- Cost,
- return on investment,
- interest,
- pieces sold,
- sales value.
Additionally, using Display Advertising we will check:
- average CPM,
- reception,
- supported sales,
- pieces sold,
- sales value.
What is Allegro Ads Partner and Allegro Ads Partner+
Allegro Ads Partner and Partner+ are programs that enable collaboration with certified agencies that run Allegro Ads campaigns on behalf of sellers. These agencies possess the knowledge and experience in advertising, allowing their clients to focus solely on growing their businesses. The advantage of this partnership is gaining knowledge from specialists experienced in running and, above all, optimizing advertising campaigns.
There are three levels in the Allegro Ads Partner program:
- Level I – Program Participant
- Level II – Allegro Ads Partner
- Level III – Allegro Ads Partner +
Verseo has the highest Allegro partner status, awarded only to professional advertising agencies that meet Allegro's requirements.
Find out more!
If you want to learn even more about how to increase sales on Allegro with advertising, watch our webinar: 👉 click and watch the webinar
You can also schedule a free 15-minute consultation with Natalia, who will advise you on the actions and budget that make sense based on your business:
👉 click and book a meeting with Natalia
Summary
The above article covers the following topics:
- The profitability of running a business on the Allegro platform
- Effective methods for increasing the number of orders in your Allegro store
