It’s been over half a year since Bol.com revamped its advertising platform. In practice, this update has not only changed how advertisers set up their campaigns, but also how consumers make their purchasing decisions. Many companies active on Bol.com have now gathered substantial data and are sharing their insights. We’ve summarized these findings for you in three important highlights.
1. Increased Importance of PDPs (Product Display Pages)
The new platform has significantly enhanced the effectiveness of PDP ad placements. In several accounts, PDP-targeted campaigns are now generating more revenue than category- or keyword-focused ads—something that was less apparent before. This shift underscores the importance of reaching customers when they’re closer to making a purchase decision.
2. Introduction of Ad Groups
Ad Groups are a new feature in the updated environment, offering advertisers greater flexibility in structuring their campaigns. For instance, you can group campaigns by product category, audience segment, or specific strategy. A good approach is to split Ad Groups by placement type—such as Search Terms, Catalog Pages, and Product Pages—giving you better control over budget allocation and performance tracking. This makes it easier to identify which placements yield the highest returns.
Enhanced Targeting of Category Pages
Advertisers can now select specific category levels to better align campaigns with their objectives. If your primary goal is conversions, targeting the most specific (lowest) category level is recommended. For example, if you’re advertising men’s socks, you can choose between broader categories like “Men’s Fashion” and more specific ones like “Normal Socks.”
- Lower-level categories (e.g., “Normal Socks”): Ideal for driving conversions.
- Higher-level categories (e.g., “Men’s Fashion”): More suitable for brand awareness and consideration.
This approach also applies to Product Page targeting, allowing advertisers to refine their strategies even further.
Curious How Brandsom Can Help?
Feel free to contact us via the contact form at the bottom of this page and find out how to get the best results with your Bol ads.
