Improve per KPI

You can also improve your campaign per KPI. Here you'll find practical tips to lower your ACoS, increase your impressions and clicks, and monitor your performance.

Improve ACoS

Are there placements with a different ACoS than you intended? Then you can adjust your bidding strategy.

Automatic campaign

ACoS too high: lower your target ACoS to get cheaper clicks, but be aware that this may lead to fewer impressions.
Below your target ACoS: consider increasing your target ACoS and daily limit to create more bidding space, which can lead to more impressions.

Manual campaign

ACoS too high:
- Search results page: lower the bid on keywords with high costs and low revenue.
- Category pages: lower the bid on specific categories that generate little revenue.
- Product pages: lower the bid on these placements if the costs are too high.
  What were the page types again?
Below your target ACoS: increase the bid on the best-performing keywords, categories, or product pages to get more from your campaign. We also recommend increasing the daily limit so you can fully benefit from the increased bids.

Tip from another partner

“Experiment a lot. You often learn the most from the data and knowledge of campaigns that don't work. Think: what can I adjust to make the new campaign work?”

Tom Maddelein, Marketplace Manager at Maxxtool

Increase campaign impressions

The fastest way to increase your impressions is by increasing your bid. This can be done by increasing your target ACoS in an automatic campaign or increasing your bid in a manual campaign. Setting a higher daily limit also ensures that your ads remain visible longer.

Tip from our expert

“Consider an always-on campaign and remain visible throughout the year. This way you maintain your visibility and can better respond to peak moments.”

Pauline, Campaign Specialist

Increase clicks

Do you want to increase the number of clicks? You can do this by improving your keywords, categories, and product page. Check it in the table below.

Tip from our expert

“It's all about finding the right balance for the best results: smartly adjusting keywords, aligning items with ACoS, and strategically deploying your budget. It's a dynamic process where regular adjustments are key to success.”

Pauline, Campaign Specialist

Increase conversion rate

The higher your conversion rate, the more sales you get from the same advertising budget. You can increase your conversion rate by, for example:

Competitive analysis: offer a sharper price than similar items from other providers via bol.
Improved content: use customer reviews to supplement important content.
Attractive item images: ensure these are professional and clear.

Monitor performance

It's important to keep a close eye on your campaign's performance. Check the table to see how you can best do this for both an automatic and a manual campaign.