Branded Shelves is a new form of advertising on Bol.com. With this format, your products are displayed in a carousel. Each carousel can feature between 3 and 20 products, with the first 3 products visible without the customer needing to scroll. The carousel appears in the seventh position of the search results on the category page (“browse”) and the search results page. While the model is still in development, Bol has already introduced a promising variant during the testing phase: the Image Shelf. This allows brands to showcase their product line in a highly visual and impactful way.
As with any form of advertising, you must meet certain criteria to advertise with Branded Shelves. In addition to accepting the general terms and following the guidelines, you must also be eligible to advertise. Furthermore, you need to be the brand owner. You can find more information about brand registration in our blog on Bol brand registration. It is also essential that your product holds the buy box. If it doesn’t, you cannot include the product in the carousel.
If you meet all the requirements to advertise with Branded Shelves, it’s time to create your ad. This is done in Bol’s CAPE environment. You have plenty of creative freedom and can even add your logo. Once you’ve created the ad, it must first be approved by Bol before the carousel can go live.
At Bol, delivering the best shopping experience for the customer always comes first. That’s why Bol ensures potential customers see the ads most relevant to them. To achieve this, a relevance model is used. The formula is: the expected number of clicks on the ad × the bid for the ad. In other words, it’s important to make your Branded Shelf as relevant as possible.
Bol also uses a Cost-per-Click model. As a seller, you only pay when visitors actually click on your ad.
Make the most of this new advertising format with the following tips:
Create cohesion in your products. It’s important to highlight items that form a cohesive set. Select products that complement each other, such as the same item in different colours, or items that go well together — for example, a flowerpot, a plant, and plant food.
Choose keywords that are relevant to all products in the ad. This will increase the ad’s relevance score.
Define your strategy and desired ACoS before setting up the campaign. This ensures you align with your goals and increase the chances of running a successful ad.
Advertising with Branded Shelves offers many benefits. Here are some of the key advantages:
This allows you to showcase different items from your assortment and inspire customers to purchase more from you.
Thanks to the creative freedom when setting up your ad, you can design the Branded Shelf entirely in your own brand style.
Thanks to its favorable position on the pages, the ad is highly visible. Since it is only shown to consumers when it has achieved a high relevance score, the Branded Shelf is also more likely to reach the right target audience.
At MarketPlace Expert, we know everything about advertising on marketplaces. With our years of experience, we can help you set up effective Branded Shelves ads. We can also work with you to determine the best strategy to achieve your goals. Take a look at our full-service account management page or get in touch with one of our team members.
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