Bids & Budgets
Discover more about the different bidding strategies for sponsored products and find the perfect strategy for your campaign. Here you'll also find information about click prices and setting up budgets.
Bidding Strategies
For sponsored products, there are two different bidding strategies: automatic and manual. If you're running an automatic campaign, it uses an automatic bidding strategy. This is ideal if you're just starting with advertising via bol. A manual campaign uses a manual bidding strategy, where you decide how high your bid is per keyword.
Tip from our expert
Always start with an automatic bidding strategy. This provides many insights that you can then use for a manual bidding strategy.
Click Prices
For sponsored products, you pay per click and only when visitors actually click on your item. The cost per click is influenced by:
- competition for the keyword
- your set bid
- the item price
- delivery time
Budgets
For sponsored products, you only pay if a visitor actually clicks on the item from your campaign. Simply showing your ads is free. When you set up a campaign, you determine how much you want to spend in total, and how much you want to pay per click from a potential buyer. This gives you control. You can choose from:
- A daily budget
With each click, the value of that click is deducted from your remaining daily budget. Once 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 closely monitoring the results in the first few days.
Please note!
A disadvantage of a daily budget is that when the budget runs out, your campaign automatically pauses. This can be a missed opportunity, as 40% of purchases happen after 5 PM. So, make sure you have a sufficient budget to remain visible throughout the day.
Coming soon!
Currently, we use a fixed daily budget for advertising via bol. This means that as an advertiser, you might not be visible in the evenings on busy days if your budget is depleted. On quieter days, budget may remain unused. To prevent this, we will soon offer the option of an average daily budget over a full calendar month. This will allow us to better respond to changes in demand, leading to better campaign results.
- A campaign budget
This is the maximum amount you want to spend on your campaign. It's useful for situations where you have a fixed budget, such as for an item launch or promotional event. By setting a limit, you know the maximum costs in advance. If the budget limit is reached, the campaign automatically pauses. It may take some time for it to resume after reactivation, as the algorithm needs to find the best combination again.
- An account budget
Useful if you don't want to spend more than a specific amount during a certain period. This gives you more options to manage your budget at the account level. Be aware that your campaigns will go offline if the amount or end date is reached.
How to set up an account budget
How to set up an account budget
Go to the 'Budget' page
Enable the 'Set account budget' option
Describe your budget and enter the desired amount
Determine the start and any end date
Save the budget
Account budget status
What do the different statuses of your account budget mean? And what can you adjust for each status of your account budget? We'd be happy to explain.
How to set an account budget
Go to the Budget page
Enable the 'Set account budget' option
Describe your budget and enter the desired amount
Determine the start and end date (if applicable)
Save the budget
Status account budget
What do the different statuses of your account budget mean? And what can you adjust per status of your account budget? We are happy to explain.
Multiple account budgets
You can set up multiple account budgets simultaneously, for example, for different periods. However, only one budget is used at a time. How do we determine which budget that is?
- We check which budgets are currently valid.
- If you have set an end date, we select the budget that expires first.
- If we cannot deduct a click from the largest budget with the next earliest end date, the budget that was created first will be used.
As soon as the account budget is depleted or the end date is reached, no more ads will be shown, and all campaigns will be stopped. You can also disable an account budget at any time.
Out of budget again?
Do you notice that your budget often (almost) runs out? Then increase your budget. This way, your campaigns will continue to run, and you'll remain continuously visible to customers. Especially at the beginning, it might take some trial and error to find the budget that works best.