How sponsored products works
It's great that you're interested in Advertising via bol! This allows you to stand out with a new item or bring your hot sellers even more attention. To find out whether sponsored products is really right for you, we are happy to provide you with some more information.
What does sponsored products entail
When visitors to bol search for a specific item that you offer, the algorithm for sponsored products offer you the chance to be at the top of their search results. This increases the likelihood they will choose your item. Next to your item, it will say ‘Sponsored’ in small letters. With every visitor’s search, a quick auction takes place behind the scenes. This auction determines which items are most relevant for the top of the page. In this way, we can help our visitors as much as possible.
You’re in control
A great advantage of sponsored products is that you are in control. You’re at the wheel of your ad campaigns. Think carefully about which keywords match your items and make adjustments based on your results. You decide how much you invest in your campaigns, and you only pay when there’s a click on your ad.
Won, now what? The attribution model
Winning the auction is just the beginning. What truly matters is what happens next. This is where the attribution model comes into play—it determines how sales are credited to your advertisement. For sponsored products on bol, conversions occurring within 14 days of a click on your ad are included in your results.
We distinguish between direct and indirect conversions:
- Direct conversion: When a customer clicks on your ad and directly purchases the advertised item, this is considered a direct conversion.
- Indirect conversion: This occurs when a customer clicks on your ad and then purchases another item from your assortment within the same category.
Ad performance is measured using the “last-click attribution” principle. This means that the purchase is attributed to the last advertisement the customer clicked on before making the purchase.
Keep cancellations and returns in mind when analyzing your performance.
5 benefits of sponsored products
*By increasing traffic to your product page, you increase your sales opportunities and thus your relevance, which ultimately leads to an organic (unpaid) higher ranking in search results.
Terms and conditions
A number of conditions apply to Advertising via bol. For example, to make your ad visible on the website, the item must be in the buy block and the product information must be complete. So make sure that the brand is right for the item, that you have chosen the right category and that the mention of the publisher is correct. In addition, it is essential to have enough time to optimise your campaigns. Reserve a minimum of one and a half hours per week for this.
You will also find an overview of items with which you may not advertise on the website of the Advertising Code Commission. If you are temporarily inactive as a partner, your items will also not be visible within the advertising environment.
Can you tick off all these conditions? Then sponsored products is for you!
Where will your ads appear?
Your ads are visible on mobile, tablet, desktop, and in our app. There are 3 types of pages where sponsored products appear:
Category page
On this page (also called ‘Browse’ in your account), you will see all items that fall into a certain (sub)category, such as toys. Visitors can filter by sub-categories such as type of toy and recommended age. Category pages can be recognised by the breadcrumb trail at the top of the page, such as homepage > toys > games > card games.
Search results page
On this page, you can get a sponsored position if a visitor specifically searches for your item. For example, are they looking for ‘card game’? Then they land directly on the page with all the card games. There is no breadcrumb trail at the top of the search page.
Product detail page
Does a visitor click on an item via the search results or category page? Then they will be shown the product detail page (in your account ‘Product detail & Shopping Cart’). Here is all the information about the item, and the customer can place it in their shopping cart. On the right side of the screen, you will always see a section with ‘Others also viewed’. Sponsored positions are also shown here, filled with products from the same (sub)category.
FAQ
Frequently Asked Questions