Advertising on Sponsored Products

How does advertising on Bol work?

By using Sponsored Products, you bring your products to the top of the search results. Visitors of see your products faster, increasing the chances of conversion. On this page, you can read more about the possibilities of advertising on and what it can do for your brand.

It is possible to control the cost of advertising on and you only pay when someone actually clicks on your ad. This way of paying is called Cost Per Click (CPC). The budgets can be set per day, per month, or per campaign. This way you always have easy insight into your expenses. The costs are dependent on a number of other conditions, such as:

  • Keywords
  • Articles
  • The length of the campaign
  • How many costs you want to incur
  • Maximum cost per click

Would you like to know more about the cost, creation, and maintenance of Sponsored products on Our consultant Imco is ready to help you! Click on the arrow below and fill out the form.
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Brandsom specializes in selling on marketplaces like If you want to know more about the best marketplace strategy on, make sure to check out our extensive blog about selling on

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How to place an ad on Bol?

In order to be successful with Bol Sponsored Products, you need to determine which search terms you want to be found on and where your sponsored products show. Keywords can be set both manually and automatically through You can find relevant search trends in the sales analysis tool within your sales account. This works as follows:

    • Go to the 'advertise' option in your sales account.

    • Here you have the option to increase your limit. Set your desired amount. After you've done this, you'll get a confirmation from Then click on the button 'Manage your sponsored products' 

    • You will be redirected to the back office page where you can create ads. To do this, go to 'campaigns' and click '+ new campaign'

    • Next, you determine the duration, budget and bidding strategy. You can manually set the cost per click (CPC) on your Sponsored Products. If you prefer automatic bidding, set the ACoS, which stands for Advertising Cost of Sales. These are your advertising costs divided by the revenue. ACoS is the percentage of your sales that you want to spend on Sponsored Products. 

    • Your list of products has been put into the advertising account and can be dragged to the left or right to be showcased. Lastly, you can add the most relevant keywords based on the products you want to highlight. Additional keywords can be added manually. Once everything is set up, you can put your Sponsored Products campaign online.

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Advertising through Mabaya

Since the start of 2021, switched from the advertising platform 'Criteo' to Mabaya. This new platform gives advertisers more insights into keywords and more options to analyze and improve their campaigns.

With manual targeting, you decide on what keywords lead to consumers finding your products. In addition, Mabaya's dashboard offers more possibilities to adjust your campaigns. Compared to Criteo, Mabaya has many advantages:

    • You only pay when someone clicks on your ad. 

    • Ability to set a maximum CPC (Cost per click). This way, you never spend more than you want on an ad and get to make sure it fits your margin.

    • Easily adjust your ad budget to increase your ROI (return on investment).

    • Set up manual campaigns for high-performing products, connected to matching keywords.

    • Add negative keywords to ensure that visitors do not click your ad after an irrelevant search.

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Why you should get started with Sponsored Products

Online advertising on a marketplace is attractive for several reasons:

Bol logo,
  • Greater visibility to your target group.
  • Bigger reach to potential customers.
  • You only pay when someone clicks on your ad.
  • Extra traffic on your product pages gives you an organic boost in the search results.
  • You set up the optimization and budget yourself. This way, you control the costs.

Brandsom helps

Brandsom also recently has become a Gold partner! This means that Brandsom is considered one of the best agencies by Bol!

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If you're looking for advice on optimizing your ads and setting budgets on or looking for someone to take this process off your hands, then click the arrow below and fill out the contact form.
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Related Brandsom pages

Other Brandsom pages with information on the best strategy for your brand:

Selling on Bol

Logistics via Bol

Or check out one of our blog posts:

Get in touch with Matthijs

Our Amazon specialist Matthijs is here for you to answer all your questions. Fill out the form and let Matthijs get in touch with you to discuss what Brandsom can do for you!