Discover new features of Bol’s revamped retail media platform

Nakoa.Digital – Discover new features of Bol’s revamped retail media platform

bol.com recently introduced a revamped Retail Media Platform, bringing a wealth of new features and updates designed to help marketing managers optimize their advertising strategies. These changes focus on improving transparency, campaign structure, and performance metrics, offering marketers better control and understanding of their ad spend.

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Key Updates to Boost Campaign Effectiveness

  1. ACoS Calculations Now Exclude VAT
    Revenue and Advertising Cost of Sales (ACoS) are now reported exclusive of VAT, meaning your revenues might seem lower and ACoS slightly higher than before. However, the same ACoS percentage now indicates a better cost-to-revenue ratio, helping you make more informed decisions about your budget.
  2. Category-Specific Attribution
    Previously, orders from the same campaign but in different product categories were bundled together. Now, conversions are only attributed within their specific product categories. This means fewer sponsored conversions for campaigns that span multiple categories, but it also provides better accuracy. Marketers will need to restructure their campaigns around category lines to fully leverage this feature and avoid higher ACoS results.
  3. Conversion Attribution by Click Date
    Another significant change is that conversions are now attributed based on the click date, not the purchase date. Sales that occur up to 14 days after a click will still be attributed to the campaign, meaning your metrics (like conversions, revenue, and ACoS) may fluctuate up to two weeks after an ad has run. For better insights, download detailed attribution reports to track campaign results.

Simplified Campaign Setup

bol.com has simplified its campaign structure, offering two options:

  • Automatic Campaigns, which feature automatic targeting and bidding based on your target ACoS.
  • Manual Campaigns, allowing full control over targeting and bid placements.

This streamlined approach saves time for marketers who want to quickly launch campaigns while still providing the flexibility for manual refinement when needed.

Optimizing ACoS

For those managing manual campaigns, the platform now offers deeper insights into item placements and winning bids, allowing you to optimize performance more effectively. You can review performance by keywords, category pages, or product pages to see which areas require bid adjustments or which keywords aren’t delivering.

Marketing managers now have more tools than ever to fine-tune their ad strategies on bol.com. These updates promise better control, transparency, and results across campaigns, giving you the edge to outperform the competition.

Need help?
Patrick is our Head of Retail Media. With many years of experience in selling on marketplaces, he advises you on marketing and content. He also supports you with the right marketplace setup to accelerate the growth of your business. Contact him by mail or by phone at +49 89 215 276 60.