The holidays are not a sprint, but a marathon

The holidays are approaching, and for many advertisers, this is the time to prepare and be visible. However, it's not just about peak moments; seizing every opportunity is just as important. After all, Advertising via bol is not a sprint, but a marathon.

With that in mind, we spoke with Frank, founder of Merkado, an agency that has been helping various brands with Advertising via bol for years. We asked him about his vision and the strategies he applies during the holidays. He shares how Merkado adjusts campaigns throughout the year, leverages the holiday peak, and what tips and tricks ensure maximum success.

Curious about what Frank has to say and what strategy Merkado is using this year to win the holidays? Let's dive in!

I'm Frank, founder of Merkado. We've been around for about four years now and have a team of seven people, supplemented by freelancers. At Merkado, we help various brands from the Netherlands, Belgium, Switzerland, and the United Kingdom with advertising, automation, and internationalization. Our customers come from diverse sectors, from dog food to cooking pots.

We've been managing campaigns via bol for several years, working with both small, performance-driven clients and larger brands that view bol as a retail media channel. For smaller clients, we primarily focus on conversion, for example, through Sponsored Products. For larger brands, we also implement awareness and consideration campaigns, for instance, through Branded Shelves.

Over time, we've built a great mix of clients and campaigns, which means we know what we're doing and make optimal use of the algorithm. We also continuously explore new opportunities that bol offers, so we can manage campaigns throughout the entire funnel and maximize results.

For many of our clients, this period is incredibly important because much more is purchased than during the rest of the year. That's why we start preparing our clients early: make sure you have enough stock, apply a suitable pricing policy, launch items, and ensure sufficient reviews. This way, we can make an immediate impact during the peak.

We've been running campaigns via bol for several years. We learn throughout the year and benefit from these lessons during the holidays. You'll notice that consistency truly pays off, especially during busy periods.

The holidays are an opportunity to gain an edge over competitors. Many advertisers only start during the peak and then increase their budget, causing costs to escalate. Because we learn and adjust throughout the year, we can advertise much more efficiently and effectively by the end of the year.

Absolutely. We increase bids to make optimal use of the peak and closely monitor profitability. After the peak, we scale back where necessary, ensuring costs and conversions remain balanced. It's all about smart adjustments and learning from previous results.

We believe in continuity. The algorithm needs time to learn, and results often improve the longer a campaign runs. Stopping a campaign immediately once the goal is reached means you miss opportunities to achieve optimal returns.

Continuity pays off. By managing campaigns throughout the year, we learn what works and what doesn't. If you stop or adjust too late, a competitor who advertises consistently will benefit from the peak. By persevering, you maintain top positions and improve profitability, even if the cost per click is higher.

Yes, we let them run. Even after the peak, there's still demand, and we can continue to achieve returns. It's about finding the right balance in bids, so costs and revenue remain optimal.

Absolutely. We often get clients who manage their own ads but lack sufficient strategy. We restructure those campaigns, give the algorithm time to learn, and usually see results within two weeks. It shows how important continuous management and improvement are.

Because we've been preparing since the beginning of the year. Campaigns are continuously adjusted, clients are prepared for extra demand, stock is in order, and budgets are aligned. This structural work gives us an advantage, allowing us to achieve maximum results during the holidays.

Start well-prepared, but be realistic. For new brands, it's often better to approach the holidays calmly and focus on relevant keywords for their items. Learn throughout the year which keywords work and build up knowledge and data before going all-in during the peak. This way, you avoid advertising too expensively and unfocused.