Growth under the microscope

Want to generate more traffic to your items, reach searching customers, and rank higher in organic search results? Advertising via bol is the next step in your growth journey.

• Advertising means more visitors and thus more sales
• There are different tools for the different goals you want to achieve
• Sponsored products is the perfect tool to start with
• You can advertise specifically to certain customer profiles
• You reach potential customers just before their purchase moment

Justin Sandee has worked for bol since 2017 and is Director Commercial Development at bol Retail Media.

‘To start, you need to have your basics in order. This means having complete content, customer reviews, and good item photos. Additionally, it's important that your stock and logistical processes are well-organized. Once all of this is in place, advertising is the logical next step.’

‘It generates extra traffic to your item page. This, in turn, helps you rank higher in organic search results. Did you know that research shows 60% of all clicks to item pages come from the top 10 search results? And that 78% of all clicks to item pages come from the search results on page 1? So you really want to be on page 1!’

‘We work based on advertiser objectives. Often, as an entrepreneur, you want to achieve more sales, gain visibility with a new buying audience, or provide more explanation about an item. Our tools are focused on these objectives and are therefore fundamentally interesting for every partner.’

‘Which tool is precisely relevant at which moment depends on the type of objective. Its usefulness is also closely related to the maturity of the brand and the type of item. For example, if your brand is not yet well-known, it might be a good idea to first invest in visibility using display advertising.’

‘When visitors are already actively searching for your item and there is a lot of competition, it is important to be present close to the moment of purchase. You do this, for example, by investing in higher click prices in sponsored products. You can somewhat compare it to a mixing console in a music studio: you have to constantly adjust the knobs to find the right balance.’

Which tools for entrepreneurs are at the top of your wish list?

‘Currently, we work with various advertising systems. I would like us to be able to offer all possible forms of advertising within one tool. So sponsored products, display, but also forms of content marketing – for example, dedicated brand pages – within one environment. This environment should, of course, also be easy to access, like the current sponsored products within the seller account.’

How does bol distinguish itself from other platforms and providers?

‘Especially in advertising, we distinguish ourselves with our data on bol visitors. Additionally, we have a reach of no less than 13 million customers, combined with a wide variety of product categories. This makes us interesting for a large group of advertisers. And because we offer so many different types of items, we can create a comprehensive profile of potential buyers and advertise to them specifically.’

‘You have to be where the customer is. Advertising helps with this. So make use of the opportunities that Advertising via bol offers. Start with sponsored products to limit the risks. You are always in control and can immediately see what it yields. After all, advertising is and remains an investment.’

‘As a platform, we bring supply and demand together. If you have a good and unique item, you will quickly stand out, provided your item is known to the customer. You must therefore ensure that your item is top of mind for the potential buyer.’

‘Once you have achieved that? Then it is important to give the searching customer a chance to see your item. You then focus on certain keywords and, for example, on banners or displays in the right locations. Based on data, we can see what people are searching for. So you can advertise in a targeted way.’

‘The biggest advantage is found in sponsored products: this is the tool that makes it possible to score high in search results. As an entrepreneur, you decide what you spend on it. Additionally, the tool provides immediate insight into the effect of the advertisement. So you can easily see if it pays off to advertise via sponsored products. The disadvantage is that the tool is still under development; it is not yet as advanced as, for example, Google AdWords.’