Keyword targeting
Do you want customers to find your items more easily via bol? Then it's important to understand how to use keywords correctly. With the right keyword usage, you can cleverly reach exactly the right target audience. Read here how to set up keywords optimally and get more from your ads.
How does keyword targeting work?
When setting up your sponsored products campaign, you can choose from 2 campaign types:
Automatic campaign
With an automatic campaign, bol selects keywords based on your content. This is ideal for gathering insights when starting a new campaign. After 80 to 100 clicks (which takes about 2 weeks), you'll often know which keywords work best.
Manual campaign
Do you choose a manual campaign? Then, under “Where do you want to show your sponsored items? – Search results pages”, you can manually set keywords you want to be found on. This way, you precisely determine when and where your ad is visible. This gives you more control, but:
- You need to pay close attention to relevance
- You might miss out on traffic from keywords you don't mention
Pro-tip: Always start with an automatic campaign
This way, you learn which keywords perform well, and you can then start a manual campaign with the right information.
What is the difference between a keyword and a search term?
Before you start setting up keywords, it's good to understand the different terms:
- Keyword = what you want to be found for
- Search term = what the customer types in
Different types of keywords
When adding keywords, you can choose between an exact match or a partial match. What's the difference?
Exact
Your ad will appear only if someone types the exact keyword.
Example:
- Keyword: electric bike
- Your ad WILL be shown for: electric bike
- But NOT for: cheap electric bike or bike electric
Use this option if you want to advertise very specifically.
Partial
Your ad will appear for search queries that contain or complement your keyword.
Example:
- Keyword: bike
- Your ad will also be shown for: blue bike, children's bike, women's bike
Useful if you want to attract more traffic through broader search queries.
Longtail
These are longer, more specific search queries.
Example:
Instead of makeup bag, you use pink makeup bag with mirror
Why is using longtail keywords useful?
- You reach people who already know exactly what they are looking for
- Your ads better match their needs
- This often leads to more conversions
Tip: Combine longtail keywords with a partial match to also include variations. Then analyze the search term report and improve where necessary.
Good to know: how does 'exact' work with exclusions?
For <b>regular keywords</b>, an exact match also means: variations, misspellings, and singular/plural forms are recognized. For <b>exclusion keywords</b>, this is not the case. They only work on the <b>literally entered keyword</b>, without spell check or plural recognition.
<br><br><u>Example</u>: If you exclude "blue shoe", your ad WILL still be shown for:
blue shoes, shoe blue, blueshoe (with typo).
<br><br>If you also want to exclude these, you must add those terms separately.
Step by step: cleverly adding keywords
Here's how you do it:
Step by step: cleverly adding keywords
Start with an automatic campaign
Bol then selects the keywords for you. This way, you'll discover which ones work best and ensure you don't miss any. More about automated campaigns.
Analyze the 'results per placement' report
Which keywords are working? Analyze them using reports. Only do this after 80 to 100 clicks!
Exclude irrelevant keywords
This way you prevent unnecessary budget from being spent on bids on keywords that do not generate any revenue.
Create a manual campaign
Time to put the knowledge and data you've acquired to good use and take control.
Go for partial keywords
For wider reach, go for partial keywords.
Wait
Wait a while and analyze your results again in the reports.
Add exact keywords
Target high-performing keywords and add them as exact match keywords.
Increase your bid
Increase your bid on these exact keywords.
Keep Optimising
Regularly review the performance of your keywords. Easily create a report yourself with the information you want to see.
1. Go to Advertising > Sponsored Products rapportages.
2.Click ‘New Report’ and choose the name, type, and time period for your report
Regularly analyze and adjust your strategy based on:
- Search volume
- Conversions
- Click-Through Rate (CTR)
By collecting as much data as possible, you'll continuously learn what works and what doesn't. Adjust where you can, exclude irrelevant keywords, and add new ones based on search trends. This way, you'll get the most out of your campaigns!