If you want to sell via marketplaces in the Netherlands and Belgium, there is no getting around the top dog, bol. But Amazon also wants a piece of the action and is trying to expand its position. It therefore makes sense for sellers to take a closer look at the similarities and differences between the two platforms – for example, in ad campaigns. Together with our partner Channable, we have put together some practical insights. The result: Ad campaigns on bol and Amazon – a comparison.
similar structure in principle
In principle, the procedure for setting up the campaigns is the same: in the first step, sellers have to define their strategy and choose between automatic, manual or hybrid campaign control. After that, the desired ad formats must be selected. This is not particularly difficult for bol, as there are currently only sponsored products. But the Dutch are already testing other formats, in particular more visually oriented ads. In the third step, sellers have to set up the campaign: group products, define positive and negative keywords, set bids and a sufficient daily budget. Finally, the campaign has to be monitored and optimized.
But there are also major differences between bol and Amazon
- Placement of search results: The most important difference lies less in the campaign itself than in the advertising environment: on Amazon, a product can appear both as a sponsored ad and organically in the search results, maximizing visibility. On bol, on the other hand, a sponsored ad replaces organic placement.
Tip: If a product has a strong organic ranking, it may make sense not to advertise it separately.
- Search engine and keyword strategy: On Amazon, the competition for keywords is significantly greater than on bol. At the same time, however, Amazon also supports a wider range of search terms.
Tip: Advertisers should therefore strategically allocate their budget across high-tail keywords such as “shower gel” and long-tail keywords with a high conversion rate such as “shower gel for sensitive skin”. Automated campaigns help to identify particularly efficient keywords, which can then also be used for manual campaigns.
In a direct comparison, Bol has a more simplified search engine with less traffic. Therefore, a broad spread is often not worthwhile.
Tip: Concentrating on just 5 to 10 highly relevant search terms is usually more successful.
- Visibility: Since Amazon allows for multiple ad placements across the entire platform, sellers can increase visibility in many places.
Tip: On Amazon it’s worth using different ads, including Sponsored Brands or Display Ads. At bol, on the other hand, products can quickly slip to the second page because there are fewer ad placements available overall. This can lead to a significant loss of impressions.
- Targeting: On bol, sellers can run localized campaigns for Belgium and the Netherlands separately. They can also segment their campaigns by usage and target PC, mobile and app users.
Tip: Sellers should definitely take a close look at these options. The majority of bol customers are on the go, so mobile campaigns should be prioritized.
The following applies to both marketplaces:
- Set up negative keyword targeting to avoid unnecessary ad spend.
- Monitor campaign performance regularly and adjust your bids based on keyword.
- Dynamically allocate your budgets so you can focus on the products and search terms with the highest conversion rates.
What pitfalls do sellers underestimate?
Setting up, managing and optimizing manual campaigns can be very time-consuming and labor-intensive on both Amazon and bol, especially if they are managed without an automation tool. On the other hand, automatic campaigns can lead to inefficient budget allocation. Despite the best automation, there is no way around a manual review.
And: a certain amount of stamina is required. To achieve meaningful results, sellers should run campaigns for at least two weeks, or better yet a month, before significant adjustments are made. The budget should be sufficient for this period.
Conclusion
Both platforms use the same bidding systems, so sellers can in principle use the same campaign strategies. A mix of automatic and manual campaigns has proven to be the best approach, as it allows for the best keyword optimization. On both platforms, sellers can use the appropriate tools to optimize campaigns very well, for example, when adjusting bids and budgets or managing keywords. Amazon also allows for automated management using ASINs (Amazon Standard Identification Numbers).