‘Thanks to sponsored products, our visibility has greatly improved’

Since 2020, Naïf has been a selling partner via bol. The company sells sustainably produced skin and hair care items with natural ingredients. With sponsored products, they increase their visibility and ensure they make optimal use of important peak moments for their type of items. 

• Sponsored products are essential for good visibility
• Start simply with automatic campaigns
• It's a learning process; keep analyzing and improving

For Naïf, sponsored products are essential. They always have campaigns running for almost all their items. Renske explains: ‘When we first started selling via bol, we quickly began using sponsored products. It greatly helped us improve our visibility.’

‘What I really like about sponsored products is that it's scalable. You can start small and then expand it. Campaigns are now running for almost all our items, and it's particularly profitable for higher-priced items. For our sun protection items, we focus our advertising on the sunny months, which helps us get the most out of this important season.’

Do you want to make your sponsored products as profitable as possible? Take the time to get to know the system, experiment, and improve. Renske can also attest to this: ‘Within sponsored products, as a business owner, you have many levers to pull and experiment with. Fortunately, you get a lot of help from bol. For example, their experts help us improve our sponsored products campaigns. Also be sure to use the tools bol offers, such as the e-learning on the Partner Academy.’

To determine if campaigns are profitable, Renske primarily looks at the ACoS (advertising cost of sales). Renske: ‘If I see our ACoS is higher than average, I try to improve it by making small adjustments. Sponsored products is truly a learning process. Generally, our ACoS is now lower than when we first started with sponsored products. So, we're getting better at it!’

Naïf not only experiments with the sponsored products campaigns they have running, but also with how they offer items. Renske explains: ‘Recently, we've been offering bundles that combine two items that are often bought together, such as shampoo and body wash. This way, we improve our profitability.’

For anyone just starting with sponsored products, Renske has one tip: ‘I recommend starting with automatic campaigns; this way, you'll expand your knowledge. Also, browse through bol's webshop and see how others approach it. Which keywords do they use? What do their photos look like? How do they handle the description? You can learn a lot from what well-known brands and companies do.’

During peak moments, the number of orders via bol significantly increases. A well-known peak moment, for example, is around the holidays when people are looking for gifts. Another important peak moment is during a heatwave, when many more summer items are sold. For Naïf, it's also important not to miss these peak moments.

Renske explains: ‘As soon as it gets sunny, sales of our sun protection items increase. This is an opportunity you don't want to miss. As soon as warmer weather approaches, we ensure – well in advance – that 1) our ads are running for sun protection items, 2) that the content is good, and 3) that we have sufficient stock. This way, we get the most out of the peak moment and our sponsored products campaigns.’

What tip do you have for business owners who want to profit from peak moments? Renske: ‘I recommend being more aggressive with your advertising budget during these periods. Also, be sure to use bol's search trend tool to see which terms you are found for and focus on those. Then regularly check which keywords are performing well and which are not. Adjust your ads based on that information. Avoid expensive keywords, which might have high conversions but are often too general. Ultimately, this won't yield enough.’

‘Furthermore, it's also very important that your content is in order. Don't focus solely on sponsored products. A good title, text, and packshots are at least as important. With sponsored products, you ensure you get on the consumer's radar, but with your content, you convince them to make a purchase. So, make sure the overall picture is right.’