Bidding & budgets

With sponsored products, there are 2 different bidding strategies: automatic and manual. Running an automatic campaign? Then an automatic bidding strategy belongs to it. Ideal if you are just starting out with advertising. A manual campaign requires a manual bidding strategy. You then decide yourself how high your bid is per keyword.

With sponsored products, you pay per click and only when visitors actually click on your item. The cost per click is influenced by, among other things:

• the competition on the keyword
• your set bid
• the item price
• the delivery time

With sponsored products, you only pay when a visitor actually clicks on the item from your campaign. Displaying your ads is therefore completely free. When setting up a campaign, you specify the maximum amount you want to spend and the maximum you want to pay per click from a potential buyer. This keeps you in full control. You can choose:

• A daily budget

  
  With every click, the value of that click is deducted from your remaining daily budget. As soon as your daily budget is reached, no more ads will be shown for the rest of that day. We recommend starting with a daily budget of 15 euros and monitoring the results closely during the first few days.

• A campaign budget

  
  The maximum amount you want to spend on your campaign. Useful for situations where you have a fixed budget, such as a product launch or promotional campaign. By setting a limit, you know the maximum costs in advance. Once the budget limit is reached, the campaign pauses automatically. It might take a little time to get going again after reactivation because the algorithm needs to find the best combination again.

You can set up multiple account budgets at the same time, for example for different periods. However, only 1 budget is used at a time. How do we determine which budget that is?

1. We check which budgets are currently valid
2. Have you set an end date? Then we select the budget that expires first
3. If we cannot take a click from the largest budget with the earliest end date, the budget that was created first will be used

As soon as the account budget runs out or the end date is reached, no more ads will be shown and all campaigns will be turned off. You can also disable an account budget at any time.

• Portfolio budgets: multiple budgets side by side

With Portfolio budgets, you can create multiple separate budgets within a single bol account. Instead of funding all campaigns from one general account budget, you divide your budget across specific portfolios (for example per brand, business unit, or department) with separate PO numbers aligned with your internal invoicing and purchasing rules. You link the campaigns belonging to each portfolio budget to that specific budget. As soon as the portfolio budget runs out or expires, the associated campaigns stop (unless they are linked to another valid budget).

Portfolio budgets are completely optional and available if you already use account budgets. If you only use campaign budgets or the regular account budget and this currently works well for your organisation, we recommend continuing to advertise that way.

Useful to know: you can link campaigns to multiple portfolio budgets for a seamless transition, for example from your current to your next quarterly budget.

Are your campaigns continuing, but are your PO numbers changing (for example for the new quarter)? Create a new budget and copy the linked campaigns from an existing budget.