Learn how to successfully advertise on bol.com with this complete 2025 guide. Discover ad formats, keyword strategies, campaign types, and tips to boost visibility and sales using Sponsored Products. Perfect for both beginners and experienced sellers.
Advertising on bol.com (known as the Sponsored Products program) can significantly help sellers – from beginners to advanced – improve product visibility and increase sales. In this comprehensive guide, we discuss all aspects of advertising on bol.com, from ad formats and campaign settings to advanced strategies, KPIs, and common mistakes. Follow this step-by-step manual to get the most out of your bol.com ads.
Bol.com Sponsored Products can appear in three locations within the platform: search results, category pages, and product detail pages. Below, we explain each format:
Search Results (keyword-targeted): These are ads shown when customers search with specific keywords. Your product can appear at the top of the search results page as a "Sponsored" item. Up to six sponsored products can appear on each search results page (usually at the top or middle of the list). This format is similar to search ads: you link keywords to your product so your ad appears for relevant searches.
Category Pages (category-targeted): Ads can also appear on pages where customers browse by product category (e.g., all TVs or books in a genre). Again, up to six sponsored products can be shown per page. This helps reach shoppers who filter by category. Previously, the algorithm determined which category matched your keyword, but the new system allows you to target categories directly with insight into search volume and winning bids per category.
Product Detail Pages (product-targeted): Finally, you can advertise on the page of a specific product. Your ad appears in the "You may also like" section of the product page for a similar or related item. Up to six sponsored recommendations are shown. Product page ads are ideal to entice customers with an alternative: your product is shown to shoppers viewing a similar product, potentially even on competitor pages. This allows you to showcase your product on a competing listing to attract buyers or place your own ad defensively on your product pages to prevent only competitors from showing.
Requirement: To advertise a product, you must own the Buy Box on that product. Bol.com only allows sponsored ads for the seller who currently holds the Buy Box. Ensure your items are optimized to win the Buy Box (competitive pricing, good delivery times, and seller performance), or you won't be able to promote them.
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Discover the proven 3-phase Bol advertising structure used by top brands. Get control, scale performance, and stop wasting budget.
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