How sponsored products work

Do you want to stand out with a new item or draw even more attention to your bestsellers? With sponsored products, you can be sure you are visible to the right target group. By linking the search terms / searches of your (potential) customers directly to your items, you will get higher up in the search results of your potential customers.

How sponsored products work 

By using sponsored products, you bring your items to the attention of customers searching for your product or viewing similar items. Decide in advance which keywords you want to be found on, and your items will be more visible if customers search for these keywords. Keywords can be set automatically or manually. You can find relevant search trends in the BETA version ‘verkoopanalyse’ within your seller account.  

You only pay when someone clicks on your item. You are responsible for its success. This means you have to put in the time by setting up campaigns, selecting your product range, setting bids and improving your campaigns at least once a week. Click on the ‘Adverteren’ tab in your seller account to sign up.

The benefits 

Do you want to stand out with a new item or draw even more attention to bestsellers? With sponsored products, you can be sure you are visible to the right target group. By linking the search terms / searches of your (potential) customers directly to your items, you will get higher up in the search results of your potential customers.

The 5 benefits

  • Better visibility within your product group
  • You reach more interested customers
  • You only pay when someone clicks on your ad
  • Additional traffic to your product page will also give you an organic boost in rankings
  • You are in control: you can choose your own keywords and adjust your strategy based on data

Objectives sponsored products 

One of the most important topics in shaping your sponsored products strategy is defining your objective. What do you want to achieve with sponsored products? The effects of sponsored products and how this contributes to your objective provides an initial direction for your strategy. Then it’s a matter of determining which items fit within this strategy. 

Basically, sponsored products can be used for the following two objectives: 

  1. Increase visibility 
  2. Increase sales 

Visibility of your ads

By using sponsored products, you ensure that you are more visible within a certain product category. This means you appear higher in the search results of your potential customers. The mention ‘Gesponsord’ (sponsored) will appear in small characters next to your item. The algorithm ensures that your ads are automatically placed so that they match customers’ search queries. The algorithm looks at consumers’ click and purchase behaviour to select the best offer. The closer the items are to this offer, the more likely you are to get the higher ad spot. The more your item deviates from this, the lower the score for this keyword. 

  • Example: Suppose people search for professional football and data shows that they often choose a specific brand in a price range of 20 to 30 euros, these items then get the highest score on this keyword. 

When using sponsored products, you have the choice of which countries you want to be visible in. You can choose between the Netherlands and Belgium. Do you supply both the Netherlands and Belgium? Then you can choose to be visible in both countries. Do you only deliver to the Netherlands? In that case, your sponsored products ads will not be visible in Belgium. Note: In Belgium, your ads will only be visible in the Flemish section. All content will be displayed as it is visible on bol.com. In addition, French keywords cannot yet be used.

Where are the ads? 

Your ads are visible on mobile, tablet, desktop and in the bol.com app. There are multiple locations on bol.com where sponsored products are shown: 

  • Category page / list page (in your account Browse) 
  • Search page (Search) 
  • Product detail page (in your account Product detail & Shopping Cart) 

Wondering what different configurations look like? Here are a few different options below.

Category page

On the category page, you will see the breadcrumb trail at the top. In this example: homepage > speelgoed > spellen > kaartspellen

Search page

On the search page, you won’t see a breadcrumb trail at the top. You will see the keyword ‘kaartspel’ for all items here. 

Product detail page

On the product detail page, you will find 6 sponsored products ads under the heading ‘Bekijk ook eens’. This section can be found below the buy button. 

Conditions to advertise 

Almost all items are eligible. In order for the ad to also be visible on the website, an important condition is that the relevant item is in the buying block. Read here how to make it into the buying block. 

A very small number of items may not be advertised, due to regulations for example. These include items such as infant formula (0 to 6 months) and certain medicines. For more information, read about the Advertising Code Committee.

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Starting with sponsored products

How nice that you want to start Advertising via bol.com! To make your sponsored products campaigns successful as soon as possible, we would like to help you get started.

Costs of sponsored products

You can set budgets in your account, giving you control over your spending. You place your ads via a bidding system and only pay when customers actually click on your ad. In other words, the mere act of showing your ads costs therefore nothing.

Setting up campaigns

There are two ways to create a campaign: automatic or manual. An automatic campaign enhances your campaign based on your chosen ACoS. For a manual campaign, you decide the click price you bid with.