The sponsored products algorithm
What determines whether your ads are shown or not? For this, we work with a fixed step-by-step plan, an algorithm. Read below to understand exactly how this works and get the most out of your sponsored products.
The most relevant offer at the top
We believe every bol visitor should have a great shopping experience. That's why we ensure the most relevant offer appears at the top of the page. Our algorithm determines which items best match the keywords you want to be found for. To do this, the algorithm looks at the click and purchase behavior of our visitors. With this valuable information, we estimate the likelihood of customers clicking on or buying an item. So, it's important that you choose the right keywords.
Example
Does the data show that customers searching for ‘vacuum cleaner’ often choose a specific brand in the € 300,- to € 400,- price range? Then these items receive the highest score for this keyword. The more your item deviates from this, the lower the score.
Expert tip
Take a look at which items organically (i.e., unpaid) perform well for your chosen keyword. These are clearly items that visitors want to see when they use that keyword. Do these have the same item properties as your item? Then you can assume that this keyword is interesting to advertise on.
How do you ensure your item is relevant?
There are often multiple advertisers who want to advertise on the same keyword. So, you also face competition. If your item scores highest, you have a greater chance of being allowed to advertise on your chosen keyword. For this, we look at factors such as:
Your bid also determines the score
By bidding on a keyword, you have the chance to appear in customer search results. You set a maximum bid, showing how much you are willing to pay each time someone clicks on your item. If the keyword is popular or contains expensive items, the price automatically increases. An advantage: you only pay when someone clicks on your item.
The score is calculated based on the following formula
The expected click-through rate for the keyword x the expected conversion for this keyword x your bid
FAQ
Frequently asked questions