Retail media and product advertising
Retail media is the fastest-growing part of digital advertising, for a simple reason: the ad appears to someone who already has their wallet out. The path from impression to purchase is shorter than anywhere else. It is also a discipline where feed quality decides performance more than campaign settings do.
What we deliver
- Campaigns and product promotion on Alza Ads
- Managing product campaigns and ProductAds on Heureka
- Campaigns within Rohlík Ads
- Managing and optimising product feeds — titles, categories, attributes
- Rules for excluding unprofitable products from advertising
- Product listing management: duplicates, recategorisation, merging variants
- Listing directly or via a distributor, and gaining access to ad formats
- Aligning performance across the client’s own e-shop and marketplace platforms
The feed decides before the campaign does
On comparison sites and marketplaces, a product is matched to a query by what is in the feed. A poor title, a missing attribute or the wrong category means the product never appears for the query — and no bidding strategy fixes that, because there is nothing to bid on.
So feed work happens before launch, not once the campaign underperforms. It is usually the dull part of the engagement with the largest effect on the result.
Getting listed is a job of its own
Before you can advertise on a platform, the product has to be listed correctly. That means resolving duplicate cards, merging variants, getting the product into the right category and gaining access to ad formats — directly on some platforms, through a distributor on others.
This part is sold separately, because it can be delivered without any campaigns following it. A client with their own team orders it once and then runs the advertising themselves.
A marketplace is not competition for your own e-shop
The usual worry is that selling through a marketplace cannibalises the client’s own e-shop. In practice it is mostly a different audience: someone who shops on Alza shops there even when they know the brand.
So the thing to watch is total revenue and margin after platform commission, not the split between channels. The decision about where to push then comes from numbers rather than instinct.
Frequently asked
- Do we need our own e-shop to advertise on a marketplace?
- No. Plenty of brands sell exclusively through marketplaces and distributors. Your own e-shop mainly makes sense where there are repeat purchases and a direct customer relationship pays off — platform commissions run to several percent of revenue, which shows at volume.
- How many products is it worth advertising?
- Not all of them. Advertising the whole catalogue means spending on items whose margin cannot carry the cost. So the setup includes rules that exclude unprofitable products — recalculated regularly, because margins and competitor prices move.
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