Ticket to top ROI in Tier-2 – Poland

Today, we’re diving into a Tier 2 European GEO: Poland. The country is known for its high-quality traffic and strong demand for nutra products.

In this article, we’ll cover everything you need to know about Poland, its local audience, and the challenges they face. Let’s dive in!

Poland: General Info

Poland is a Central European country with a robust economy. Here are some key facts about the GEO:

Poland’s location on the map.

• Population: 38,347,000;

• Internet coverage: ~85%;

• Capital and large cities: Warsaw, Krakow, Wroclaw, Lodz;

• Language: Polish;

• Currency: Polish zloty;

• Age: 37+;

• Average income: $1,700 a month;

• Dominant traffic type: Mobile;

• Popular resources: Google, YouTube, Facebook, onet.pl;

• Key feature: It can be challenging to secure an appointment with a doctor, leading many people to prefer self-treatment options. 

• Appearance:

Poland: Audience

The Polish audience is highly inclined towards online shopping, especially due to challenges in accessing medical services, making nutra products highly sought after. 

Here are some notable traits of Polish consumers:

• Patriotism. Poles take pride in their country and prefer locally produced products. When designing pre-landing pages, emphasize that the product is developed and manufactured in Poland;

• Solvency. Around 70% of Poland’s population consists of adults with purchasing power. To resonate with this audience, use the Polish language in your campaigns and list prices in zloty. The remaining 30% includes students and travelers;

• Religiosity. As a predominantly Catholic country, Poland values religious traditions. People attend church regularly and celebrate Catholic holidays;

• Admiration for athletes and musicians. Poles hold athletes and musicians in high regard compared to other celebrities;

• Preference for traditional remedies. Traditional medicine is widely trusted, and many Poles still turn to these methods;

• Urban concentration. The majority of the target audience with disposable income resides in larger cities.

Poland: Problems and Offers

The majority of Poland’s solvent population consists of office workers, creating a demand for specific categories of products

• Weight management products. The sedentary nature of office work often leads to weight gain;
• Blood sugar control products. With weight gain comes a higher risk of diabetes, which is also influenced by Poland’s rich and calorie-dense cuisine;
• Vision health supplements. Extensive computer use among office workers contributes to increased strain on eyesight, driving demand for products that promote eye health;
• Joint health products. A combination of low physical activity and excess weight places strain on joints, making joint health supplements highly relevant;
• Men’s health products. Prolonged sitting and lack of physical activity can lead to potency-related issues;
• High blood pressure products. Individuals with higher levels of visceral fat are more prone to cardiovascular issues and hypertension.

With Poland’s large population and diverse consumer needs, it’s possible to target a wide range of niches.

Poland: Relevant Strategies

Advertising to a Polish audience is quite a challenge. Here are some refined tips to help create a profitable ad strategy:

• Language. Even though younger audiences may speak English, and older audiences prefer Russian or Ukrainian, you should stick to Polish. This approach helps filter out non-paying audiences and avoids negativity around using foreign languages;

• Creatives. Keep your creatives subtle and not too flashy. Poles are a digitally savvy audience who’ve been through the digitalization wave for a while, which means many have developed “banner blindness”;

Polish creative example.

• Pre-landings. Keep the approach natural. Featuring an elderly doctor as an authority figure works well, especially if you highlight that the product is developed and manufactured in Poland;
• Sources. Besides Facebook and other major ad networks, consider using banner ads. Platforms like Taboola and Outbrain are excellent options since they partner with numerous local sites across GEOs, including Poland;
• Offers. With Poland’s diverse audience segments, you can successfully promote offers from virtually any nutra niche;
• COD. Poles tend to prefer delivery for their purchases, as they often lead a more passive lifestyle. Offering payment upon receipt is a big plus, as many Polish consumers may hesitate to pay upfront;
• Natural medicine. The Polish audience is open to traditional medicine and natural products. Make sure to emphasize the product’s natural qualities in both the creatives and pre-landing pages;
• Taboos and negativity. To maintain audience loyalty, steer clear of mentioning politics or religion. Be mindful when referencing Poland itself — any negative remarks about the country can hurt trust and reduce sales.

In Conclusion

Poland is a highly promising Tier 2 GEO where you can successfully promote almost any nutra category. In this guide, we’ve covered everything you need to know about driving traffic to Poland. Good luck!