This is your complete guide to advertising on Bol. Whether you’re just getting started or you’re managing large budgets, this article will help you structure smarter campaigns, automate performance, and increase your ROAS with proven, actionable tactics.
Bol advertising allows you to promote your products directly in Bol’s search results and product listings. You pay per click, not per sale, which means how you set up your ads directly impacts your return.
Many sellers assume that simply running ads will drive sales, but without strategy, most campaigns end up wasting budget. Success comes from using data to structure campaigns properly, optimize continuously, and automate where possible.
Advertising on Bol currently focuses on Sponsored Products — but there are different formats and placements within that category. Knowing the difference helps you control visibility and measure effectiveness.
Here’s a breakdown of the main types of ads on Bol:
These are the most common. Your product shows up at the top or middle of search results when a user types in a keyword.
These appear on the product pages of other listings, usually under “Sponsored products” or “Customers also viewed”.
Sometimes Bol places ads on category pages, depending on relevance and bidding. These are less targeted but high visibility.
Campaign structure defines how you control spend, analyze results, and scale performance. A well-structured account separates high-performing products from test products and ensures budget flows toward what works.
Think of structure as the foundation. If it’s chaotic, your results will be unpredictable. If it’s clean, everything becomes easier to manage and optimize.
Best practices include:
Want examples of how to structure correctly?
Grouping products correctly is one of the most overlooked factors in performance.
Instead of throwing all your SKUs into one ad group, segment your catalog based on:
This lets you apply targeted bids and budgets. It also prevents strong products from masking underperformers in reports.
Your bids control visibility. Your budgets control scale. Together, they control profitability.
Manual bidding gives you control, but it’s time-consuming. Automated bidding saves time but requires trust in performance thresholds. Ideally, you use rules to balance both.
Start with:
If you’re adjusting bids and pausing campaigns manually, you’re spending time on tasks that can be automated.
Rules allow you to:
This creates consistency and performance control without micromanagement.
Want proven rule templates?
👉 Top 5 Automation Rules for Bol Ads
Most advertisers run campaigns 24/7. But buying behavior is not constant throughout the day.
With dayparting, you can schedule ads to show during the most profitable hours. For example, if most of your sales come between 9:00 and 17:00, you can limit ads to those hours and pause them during low-converting times.
Dayparting improves:
Ready to time your ads better?
👉 Dayparting Strategy for Bol
If you don’t understand these metrics, it’s impossible to measure success.
Each has its place. Use TACoS to track long-term profitability. Use ACoS and ROAS to evaluate specific campaigns or products.
Want deeper insights?
👉 TACoS vs. ACoS: Which One to Track?
👉 ROAS Optimization Guide
Optimization is not a one-time task. It’s a loop of:
What to optimize:
Want our full checklist?
👉 Bol Ad Optimization Playbook
Here’s what we see all the time:
You can avoid all of this with the right structure and tools.
Read the full list here:
👉 Top Mistakes in Bol Advertising
Manual ad management doesn’t scale. Especially if you manage more than 10 products.
That’s why we’re building Bollify software: a tool that helps you automate rules, schedule dayparting, monitor key metrics, and stay in control of your campaigns without constant babysitting.
We believe the future of Bol advertising is:
Get a sneak peek:
👉 Bollify Software Preview
Do I need a big budget to run Bol ads?
No. You can start small, test performance, and scale from there.
How long does it take to see results?
Most campaigns show performance signals within 5 to 7 days if structured properly.
Can I automate everything?
You can automate most of it using rules. Human oversight is still key for strategy.
What is a good ROAS?
It depends on your margins. But as a rule of thumb, below 200% is usually unprofitable.
You’ve read the strategy. Now let’s apply it to your business.
We offer free audits of existing Bol ad setups. Whether you’re already running campaigns or just getting started, we’ll show you where the biggest performance gaps are and what to do about 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.
Adverteren op Bol is een krachtige manier om je zichtbaarheid en omzet te vergroten. In deze blog bespreken we hoe je een effectieve advertentiestrategie opzet en optimaliseert om meer uit je campagnes te halen.
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Met trots introduceren we de Bollify Bol Community, een ruimte voor marketplacemanagers, topmerken en toonaangevende bureaus om samen te werken, strategieën te delen en samen te groeien op Bol.
Het nieuwe platform voor gesponsorde producten van Bol verbetert de efficiëntie van verkopers met geavanceerde tools voor zichtbaarheid, campagneoptimalisatie en doelgroeptargeting. In dit artikel worden de belangrijkste updates en de bijbehorende zakelijke voordelen besproken.
Bol, een toonaangevend e-commerceplatform in Nederland en België, biedt bedrijven enorme mogelijkheden om hun bereik uit te breiden. Deze handleiding behandelt het opzetten van je winkel, het optimaliseren van listing en het beheren van klantrelaties op Bol om je zichtbaarheid en omzet te vergroten.
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