The step-by-step plan for your sales opportunities
Whether you want to capitalize on moments of extra demand or build structural growth: on this page, you will find a step-by-step plan for your most important sales opportunities. Some items experience clear peaks, while other product categories mainly benefit from continuous visibility for lasting results. By being smart about both – during peak moments and with an always-on approach – you work on both immediate results and a strong, stable foundation. This way, you know exactly where to start today to achieve growth, both now and in the long term.
Want to make the most of peak moments as an advertiser?
Follow our 3 steps to improve your content and increase the visibility of your product range.
Handy: view the campaign calendar
The step-by-step plan for peak moments
Prepare for peak moments with these 3 steps.
Step 1: Improve your content
Improve your content with the right keywords, good images, and clear titles for easy comparison by customers. Make sure your items are discoverable via the breadcrumb by filling in all attributes as completely as possible.
This ensures that your items are more visible, including through the breadcrumb structure.
Step 2: Check if your seller account or item is in the buy box
Check in your seller account whether your item is in the buy box. Without a buy box, you simply cannot use sponsored products. The buy box is the best search result for the customer, with a competitive price, fast delivery, and good quality. Monitor your quality with the performance score in your seller account to improve your chances of getting the buy box.
Step 3: Peak!
Once your item has the buy box, you can promote it with sponsored products.
New to advertising? Read here how to set up a campaign.
Are you already using sponsored products? Run your campaigns for at least two weeks before the peak and improve after 80-100 clicks:
- Analyze the (organic) position of your items in your seller account, and determine which items need a boost. You can find the position per item in your seller account under My items > edit > item positions (right tab).
- Use the various reports to gain more insight into your items, keywords, and categories.
- Improve your relevance: remove poorly performing keywords and add extra ones based on the search trends.
- Prevent useless impressions using negative keywords.
- Increase your budget to ensure you are visible during the peak period. Do you have an automatic campaign? Then use the ACoS calculator to determine if you have room to increase your target ACoS.
Step-by-step plan for always visible
1. Choose your continuous items
Select items that are in demand all year round, or that you want to be visible with all year round.
2. Start an automatic campaign
- Only add your regular items
- Set your desired ACoS target
- Automatic campaigns continuously provide improvement
3. Let the campaign run for a while
Give the system time to learn.
- Wait 2 weeks or until 80–100 clicks
- After that, you can adjust effectively
4. Turn off poor performers
- Turn off keywords that get clicks but no sales
- Repeat this monthly (5 minutes of work)
Extra tips to get even more out of always-on
New product range? Give the system room to grow
Are you starting with new items?
- Set your ACoS target slightly higher in the first few weeks
- This gives the system enough room to make your items visible
- This increases the chance of your first sales
Existing product range? Split smartly
For items that have been on the platform for a longer period, you can divide campaigns:
- Campaign 1: bestsellers
- Campaign 2: underperforming items
Benefits:
- You can choose an appropriate ACoS for each group
- Underperforming items get more chance to grow
- You get more return from your bestsellers
Do you mainly want to maximize sales?
Are you aiming for maximum volume?
- Feel free to give your bestseller campaign a higher ACoS
- This will give these items more visibility
- This way you benefit extra from what is already working well