Sponsored Products Boostcamp

We regularly organise the Sponsored Products Boostcamp at the bol campus in Utrecht. An event specially for entrepreneurs who want to grow with the help of Advertising via bol. Our Sponsored Products specialists at bol guide participants through the world of Sponsored Products.

Whether you choose a manual or an automatic approach, everything starts with a clear goal. Do you want more visibility, clicks, or conversions? Only when that is clear can you improve in a targeted way. Patience is key here. Give your campaign 2 to 4 weeks, or wait until you have 80 to 100 clicks before making adjustments. The speed at which a campaign develops varies per product category, so without patience and constant improvement, you won't get there.

In addition, a strong campaign requires not only strategy, but also a good foundation (reviews, delivery time, buy box, etc.). Small adjustments to titles, descriptions, or images can already lead to more visibility and results.

A successful Sponsored Products campaign goes through 3 phases: awareness (visibility), consideration (interaction), and conversion (purchases). How quickly you go through these steps depends on the market. 'Patience and improvement are essential,' our specialists emphasize.

Analysis happens on four different levels: account level, campaign level, item level, and placements.

• This starts at account level: what impact do changes have on results, such as an adjusted offer or a paused campaign?

• At campaign level, filters provide insight into key indicators such as impressions, clicks, revenue, and ACoS (Advertising Cost of Sales) or ROAS (Return on Advertising Spend).

Competitor analysis is also crucial. Small improvements in titles, descriptions, and USPs can make a big difference. Respond to search trends and promotional moments such as the bol 7-daagse too. Keep your campaigns active for maximum impact. Keep in mind: give campaigns time, only adjust after at least 2-4 weeks or 80-100 clicks.

The most important tips from our specialists:

• Start at least a month in advance: this gives you time to test, improve, and set up your campaigns.
• Focus on your best converting keywords and raise your bids there. Turn off lower-performing keywords instead.
• Make sure your foundation is right: check your price, delivery time, stock, content, and reviews.
• Use peak moments smartly. Did you know that 40% of purchases happen after 17:00? If your budget is already spent by then, you miss out on revenue.

1. Determine the goal of your campaign in advance
   Do you want more visibility, more sales, or to promote your new product range? A clear goal determines your strategy.
   
2. Always start with an automatic campaign
   This is how you collect valuable data. Wait until you have 80-100 clicks and then analyze what works well.
   
3. Give campaigns time
   Don't improve too quickly. Allow your campaign at least 2 to 4 weeks or wait until there are enough clicks.
   
4. Small budget? No problem
   Focus on a few items, such as bestsellers or new items, by enabling an automatic campaign.
   
5. Make use of extra traffic around big moments like the bol 10-daagse.
   Before, during, and after such events, traffic is higher. Extra visibility with sponsored products definitely pays off.
   
6. Check the 'item per placement' report
   See which search terms score well. Use that information to set up a manual campaign with the right keywords.
   
7. Keep an eye on your daily limit
   By properly setting your daily limit, you stay visible at all times and boost your organic position.
   
8. The most relevant offer is at the top
   Make sure your title, content, and price are competitive and attractive.
   
9. 40% of sales happen after 17:00
   Keep this in mind with your daily budget.
   

Ready to take your campaigns to the next level? Apply Lotte's tips to your campaigns!