Selecting items
When creating a campaign, you select the items you want to advertise with. How do you choose these items? What requirements must they meet to advertise successfully?
Which item do you choose?
When starting with sponsored products, we recommend selecting items that are already performing well. This increases your chances of **more sales**, and at the same time, you quickly gather **a lot of data** on how customers react to your items. This takes much longer for less popular items. Of course, you can also use sponsored products to promote new items. As long as you keep a close eye on performance, you'll quickly get a clear picture of which items are suitable for advertising and which are not.
Buy box
Also, keep in mind that your item must have the buy box. Is this the case? Great, then you can advertise with it. If not, you can still add the item to your campaign, but it will only be shown once you have the buy box.
How to influence the algorithm
Several factors influence the delivery of your advertisements. It's important to pay close attention to these when selecting items.
- Breadcrumb trail
Check if the breadcrumb trail for your item is correct, as these are also the categories in which your advertisements will be visible. - Item specifications
All item specifications must be filled in correctly. For example, if a brand, publisher, or genre is missing, you cannot advertise with the item. - Price stars
The more price stars you have, the better your organic ranking. This automatically means your advertisements will be shown more often. - Buy box
If your item doesn't have the best sales position, you won't have the buy box and cannot advertise with it. - Item photos and item description
Good content influences your organic ranking. The higher your organic ranking, the better your advertisement performs.
How many items is it best to advertise with?
It is best to place around 10 to 20 items in a campaign. Less is also possible, but this means you'll also collect less information concerning the performance of your items. If you go for too many products, it can take a long time before you have collected all the data. You need that data to optimise your campaigns.
Tip from our expert
“Choose a broad product range and test different items.”
Pauline, Campaign Specialist
Items you may not advertise
Some items are excluded from advertising by regulations, such as infant formula and certain medication. To find out which items these are exactly, visit the website of the Advertising Code Commission.