Introduction to Consideration campaigns
Discover how to drive mid-funnel engagement and explore the two Consideration ad formats available in Ad Manager: Sponsored Collections and Sponsored Boards.
Consideration campaigns bridge the gap between brand awareness and conversion. By showcasing your product range through curated content, these campaigns capture customer interest and encourage deeper exploration of your assortment.
What are Consideration campaigns?
Consideration campaigns help you engage mid-funnel customers who are exploring categories but have not yet decided on a purchase. They highlight curated selections of your products to increase visibility and brand engagement.
Available ad formats
Zalando offers two ad formats for Consideration campaigns: Sponsored Boards and Sponsored Collections.
Sponsored Boards
Sponsored Boards serve as a curated destination on the Zalando Feed. They are designed to drive engagement and build brand consideration through interactive brand content.
Best for: Storytelling around strong central themes that live beyond a single campaign period.
The experience: Drives customers to a curated grid containing up to 100 content pieces.
Supported premises: App Feed
Sponsored Collections
Sponsored Collections help customers discover a curated selection of your products across web and app placements.
Best for: Highlighting a specific seasonal collection on your Brand Home and Zalando web.
The experience: Drives users to a dedicated collection page to browse a curated list of products.
Brand Home integration: If you have a Brand Home, you can import your existing, pre-approved organic collections directly into Ad Manager to boost visibility.
Supported premises: App Feed, app catalog and web
Important
Update: Sponsored Collections onboarding
We're no longer onboarding new brands to Sponsored Collections or Brand Homes in Ad Manager.
If you already have a Brand Homes account, you can continue to run Sponsored Collections campaigns as usual.
If you're setting up a new Consideration campaign, please use Sponsored Boards. This is our latest display ad format, specifically designed to help drive consideration and connect with customers in a more engaging way.
Best practices
To make the most of your Consideration campaigns, follow these guidelines
Campaign duration
Run campaigns for at least three to four weeks. This allows for optimal data collection and algorithm optimisation.
Planning your campaign
Start campaigns two to four weeks before sales events (e.g. end-of-season sale) to boost engagement, such as add-to-wishlist actions. Familiarising customers with your articles before direct advertising increases your performance during the main event.
Budget
We recommend a minimum budget of €5,000 per market per week to maximise performance. Avoid running campaigns with a daily budget below €100 per market.
Budget allocation
Allocate 70% of your budget to the app versus the web for a higher click-through rate (CTR) and lower cost per click (CPC).
Boost performance with Sponsored Products
Combine mid-funnel Consideration campaigns with lower-funnel Sponsored Products campaigns to increase overall conversions.
This article is also found in