Making campaigns successful

Once you've set up your campaigns, it's time to optimise them. There are some things you can take into account beforehand to ensure you are as successful as possible.

How do your campaigns become successful?

Once you have your campaigns set up, it is time to optimise your campaigns. In any case, it is good to give your campaigns 2 weeks and optimise based on those results. There are some things you can take into account beforehand to make sure you are as successful as possible. We would like to list the tips for you:

1. Keep track of your campaigns

By keeping track of your campaigns, you can see exactly which items are doing well via sponsored products and which are not. That way, you know exactly where to focus your attention. To make it even clearer, you can split your campaigns. You can do this in two ways:

  • Split your campaigns based on (sub)categories
  • Split your campaigns based on performance

More information on splitting your campaigns and how to do it can be found here.

2. Advertise based on keywords

With this method, you advertise on keywords to be as visible as possible in search engines, in this case that of bol.com. Be efficient with your keywords. By determining which searches or keywords are most relevant to your offer, you can then bid to place your items at the top of the search results. For instance, it’s smart to pause or exclude keywords that don’t get a lot of likes. More information on choosing the right keywords can be found here.

3. Start with an automated campaign

A campaign with an automatic bidding strategy is the perfect way to start. Not only if you are new to the world of sponsored products, but also if you advertise more often. When you choose automatic bidding, you can set a desired ACoS between 5% or 50%. The automatic bidding strategy will then use this desired ACoS as a guideline for the bids in this campaign. Note: it is a guideline and the realised ACoS could be higher or lower. More information on choosing the right bidding strategy can be found here.

4. Set a daily budget and check if it has been reached

With sponsored products, it is possible to set a daily budget for your campaign. A daily budget is the maximum budget your campaign can spend per day. So you know in advance what the maximum costs are that your campaign can make on a day. We recommend always setting a daily budget. This ensures that you keep control over the daily expenditure of your campaigns.

5. Monitor your campaigns

When you set up your campaigns, it is good to see exactly what is happening and make adjustments where necessary. For example, it is useful to:

  • Check your campaign budget or daily budget regularly and see if it has been reached
  • Check the number of views of your campaign
  • To check whether your bids are high enough
  • Run regular reports under ‘Rapporten’ (reports) in your seller account.

Have you started? Then watch the video with optimisation tips (in Dutch):

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