Advertising via bol during the holidays: use your budget wisely
Use your budget wisely for smaller and larger campaigns
Your advertising budget is not endless, of course. But campaigns that keep running perform better than campaigns you pause. Even after the holidays, there's still a lot of traffic on bol, so stay visible, even if it's with a lower bid or sharper targeting. This way you get the most out of your budget.
Step-by-step plan
Determine your goal per campaign
Before you start, always consider a clear goal for your campaign. What do you want to achieve, and which figures determine success? This way, you'll know exactly how to analyze and where to make adjustments.
Divide your budget
- Determine your total budget for the holidays (e.g., September-December)
- Reserve 60–70% for peak weeks; use the sales forecast for this.
- Ensure you have enough daily budget. 46% of sales happen in Q4 after 5 PM. It would be a shame if your daily budget is already used up then.
Do you want more conversions? Then focus on a lower Advertising Cost of Sales (ACoS). Do you mainly want more brand awareness? Then take a higher ACoS into account.
For more about budget, click here.
Analyze historical data
Look at last year's performance and use that data when allocating your budget.
- Which items performed well?
- When was the conversion highest?
For more about analyzing, click here.
Keep checking in and improving
In all your campaigns, you want to continuously monitor, test, and adjust.
Small campaigns
- Start with low to medium CPC bids
- Focus on long-tail and niche keywords (due to lower competition)
- Monitor daily and scale up as performance improves
Large campaigns
- Use automatic targeting to spot opportunities
- Focus on both top- and mid-funnel keywords
- Gradually increase bids on profitable terms
For more about improving, click here.
