Campaign management

There are two ways to create a campaign: automatically or manually. Having trouble? Here you will find all the frequently asked questions about campaign management.


  • When should you opt for an automatic campaign and when should you choose a manual one?

    Our advice is to always start with the automatic option. Via automatic targeting, we ensure that your items are displayed in the most relevant places. With the automatic bidding strategy, most work is done for you. The bids are set automatically to generate as many conversions as possible.

  • How can you see whether your ad is being displayed?

    Via the ‘displays’ button in the campaign manager you can see if and how often your ad has been displayed. Click on campaigns, then select your campaign and click on displays above the chart. Don’t see any displays here yet? Then your ads are not being displayed. You can then choose to increase your bids slightly.

  • Can I have a campaign start in the future?

    Yes, you can. When creating your campaign, you can choose both the start and end date. Naturally, you can select a future date here.

  • How long does it take for my ads to become visible?

    Changes to your campaigns will become visible after about 30 minutes.

  • When can I view my results?

    It will take approximately 30 minutes for your ads to appear on bol.com. The results in the dashboard are refreshed once per hour (so not in real-time) and are visible after approximately 60 minutes. As a result, there may be a maximum of 1.5 hours between the creation of a campaign and the viewing of the first results (for example: results of a campaign from the time slot from 8:00 p.m. to 9:00 p.m. will become visible around 9:30 p.m.).

  • My dashboard does not show results, why is that?

    Once your campaign is live, you can see its progress through the dashboard or in your reports.

    The results in the dashboard are refreshed once per hour (so not in real-time) and are visible after approximately 60 minutes. As a result, there may be a maximum of 1.5 hours between the creation of a campaign and the viewing of the first results (for example: results of a campaign from the time slot 8:00 p.m. to 9:00 .p.m. will become visible around 9:30 .p.m.). Has this time already passed? Please refer the question to Zakelijk Verkopen.

  • What is a good campaign name?

    Choose a name that makes it easy to recognise the campaign. For example, based on the brand (Samsung), the type (women’s boots) or the goal of the ad (Sinterklaas deals).

  • Can I pause a campaign?

    You can stop or pause any active campaign in the campaign dashboard by adjusting its status. You can also switch it on again at any time.

  • What can I do to get more campaign displays?

    If your ad is not displayed often enough, this is usually due to the following:
    1. your bid is too low.
    2. there is too much competition within your product category.
    3. the product is not popular and not much sought after.
    4. your keywords are not relevant enough for your items.

  • My campaign doesn't get any impressions

    If you create a manual & automatic campaign for the same product, the campaigns will compete, so the automatic campaign will be delivered more, thus your manual campaign will not receive any impressions. Always bear this in mind.

    What can you do best?
    – It is best to check whether your bids are competitive and are at least 10 percent above the average winning bid (you can see this when managing your campaign).
    – Make sure your product description and titles are relevant to the category they are in.

  • What is a "daily budget" and what is a "total budget"?

    When creating a campaign, you can choose to set a daily budget or a total budget. With the daily budget, your ads will be displayed every day until that day’s budget runs out. With the total budget, your ads will be displayed continuously until your total budget runs out.

  • What are impressions?

    We speak of a impression as soon as your ad is shown to a user. Within your campaign dashboard you can see how often your ad has been shown.

  • What are clicks?

    A click occurs when a customer clicks on your ad. Within your campaign dashboard you can see how often your ads have been .

  • What is click frequency (CTR)?

    This shows the ratio of the number of visitors who have seen your ad to the number of people who actually clicked on the ad.