Advertising that runs on your real numbers
Your bol.com store, your products and your results, connected in one place. Every part of AdPal works from the same data, so what you see is what it steers on.
AdPal
The platform
The advertising software for bol.com sellers
AdPal automates your bol.com advertising per product, placement and situation, so you steer smarter on revenue, ACoS and profit.
No credit card needed. Your trial starts as soon as your bol.com store is connected.
See what happens when your ads steer themselves
Overview
Offers
Campaigns
Advertising
MonitorsOverview
Revenue
Cost
RevenueCost
Top products
The products your ad budget went to, next to the period before.
ProductCostRevenueACoS
Bamboo cutting board set€1,792€8,96020%
Stainless steel bottle 1 liter€1,398€12,48011.2%
Non slip yoga mat€897€4,72019%
bol.com sellers of every size grow with AdPal
AdPal steers every bid on bol.com
The engine handles the bids, the checks and the repetitive work, all within the goal you set, so you can spend your time on the decisions only you can make.
Every bid counts. Let data do the work.
AdPal builds a campaign of its own for every EAN, sets the starting bids and keeps optimizing every placement on actual performance. No rigid rules, but smart decisions.
Bidding engine
Per EAN and placement
Your goal. Our strategy.
Choose what you want each campaign to achieve, and the bidding engine adapts its bid strategy to it. Today you steer on a target ACoS; goals for profit, visibility and stock are coming.
Campaign goals
One goal per campaign
Your whole bol.com business. One overview.
From offers and stock to sales, profit and returns: AdPal Insights brings the most important data of your bol.com account together in one dashboard. Your offers and stock are already there; the full dashboard is coming.
AdPal Insights
In development
Choose your position. Win the attention.
Pick an EAN, a placement and the sponsored position you want. Product Highlighter adjusts the bid to reach that position and hold it as efficiently as possible, within your maximum bid.
Product Highlighter
Sponsored positions
Built for bol.com, working on everything you sell
AdPal connects to your bol.com store and works on everything you advertise there: every product, every keyword, every product page and every category.
Getting started
Connected to your bol.com store in minutes
A secure connection gives AdPal the data to steer on real numbers. From then on it works on every product you advertise, and shows you all of it in the app.
Steers everything you advertise on bol.com
/CONNECT
Connect your bol.com store
A secure connection gives AdPal the data to steer on real numbers. Done in minutes.
<GOAL>
Set a goal per product
Choose a target ACoS for each product. AdPal steers every bid to it, per placement.
(OPTIMIZE)
AdPal optimizes and shows it
The engine optimizes per placement, and AdPal shows you exactly what happens and why.
Finally no more dozens of rules to maintain myself. AdPal looks per product and my bottom line profit simply went up.
Lisa M.
Owner, home accessories
Steer on margin
ACoS without margin says almost nothing
An ACoS of 20% can be fantastic on a high margin product, and worthless on a product with almost no margin. AdPal steers each product on its own numbers.
Without AdPal
−€4.89per sale
ACoS 60%
With AdPal
+€9.09per sale
ACoS 20%
Your margin: 46%
As long as your ACoS stays below your margin, every sale makes money. You choose the target, AdPal steers your bids to keep you there.
What the engine weighs for every bid
Insights showed me where my budget was leaking. I would never have found that by hand. Now I steer on margin instead of one loose ACoS number.
Daan V.
Founder, sports nutrition
Who we are
Built by bol.com specialists
We know bol.com advertising from the inside. We fully automate your ads and show you exactly what happens, so you win on bol.com.
JanaiFounder
BasTech Lead
AnnemijnMarketing & Design
Real automation
No dozens of rules for you to set and maintain. Software that looks per product, placement and situation at what makes sense.
Read our missionInsight, not a black box
You see what AdPal does, why it happens and where your opportunities are. Value should be visible in the software itself.
See it in a demoSteering on profit
Not the prettiest metric, but the best outcome on the bottom line. ACoS, margin and volume together determine the optimum.
See the results
Steering by hand no longer works on bol.com
Loose ACoS targets, manual bids and fixed rules sound like control, but the thinking stays on you. AdPal takes a fundamentally different approach: per product, placement and situation, moving with the market by itself.
Meet the sellers who grow with AdPal
Automated ads, a goal per product and full insight: our sellers save time, grow their revenue and steer on profit.
Mattresses
From €38k to €177k per month from ads
Finally no more dozens of rules to maintain myself. AdPal looks per product and my bottom line profit simply went up.
Lisa M. · Owner, home accessories
Hair Styling Tools
From €40k to €157k in a single month
Insights showed me where my budget was leaking. I would never have found that by hand. Now I steer on margin instead of one loose ACoS number.
Daan V. · Founder, sports nutrition
I now understand what happens and why. No more black box. That gives the confidence to scale.
Sophie K. · E-commerce manager
One seller, one year: €1.2M+ in ad revenue
Total ACoS
13.63%
over the year
Growth
+366%
in seven months
A mattress seller went from €38,000 to €177,211 a month in ad revenue in seven months, and passed €1.2 million over the year at a total ACoS of 13.63%.
Read the caseYour next step on bol.com starts here
- TrialTry AdPal free for 14 days on your own storeStart 14 days free
- DemoSee AdPal in a 20 minute demo with a bol.com specialist
- TeamMeet the people who build AdPal
- ContactAsk us anything about advertising on bol.comContact us
Get started with the advertising software for bol.com sellers
No credit card needed · Connected in minutes
Frequently asked questions
What is AdPal?
AdPal is advertising software for bol.com sellers. It automates your Sponsored Products advertising per product, placement and situation, and shows you in the app what it does and why.
Is AdPal software or an agency?
Software. AdPal isn’t an agency that manages your campaigns by hand: the bidding engine steers your bids automatically, within the goal you choose per campaign, and the app shows you what happens and why. If you’d like a walkthrough first, book a demo with the team.
How does AdPal connect to my bol.com store?
Through a secure connection with your bol.com account. That gives AdPal the data to steer on real numbers. Connecting takes a few minutes, and your trial starts as soon as it is done.
What does the trial cost?
Nothing. You try AdPal for 14 days on your own store, and you don’t need a credit card for it.
How does the bidding engine work?
AdPal gives every EAN a campaign of its own and decides per placement: search results, category and product page. The engine looks at historical and current performance and takes bol.com’s 14-day attribution window into account: sales that come in days after a click still count toward that day. So bids don’t go down too early.
Which goals can I set?
Today you steer every campaign on a target ACoS: the share of revenue that may go to ads. Goals to maximize profit, grow visibility and sell out stock are coming; you can’t select them yet.
What is ACoS, and what is a good ACoS on bol.com?
ACoS (Advertising Cost of Sales) is your ad spend divided by the revenue from your ads: €20 spend on €100 revenue is an ACoS of 20%. Whether an ACoS is good depends on your margin. As long as your ACoS stays below your margin, you earn on every sale: with a 46% margin, a 20% ACoS is profitable and 60% is not. That’s why in AdPal you set a target ACoS per campaign that fits your margin.
Can I see what AdPal does with my bids?
Yes. For every campaign you see each bid AdPal places, per keyword, category and product page, with what it cost and what it brought in, next to the target you set.
What is Product Highlighter?
A way to reach and watch over one specific sponsored position. You pick an EAN, a search or category, the position you want and a maximum bid. AdPal adjusts the bid to reach that position, then looks for the lowest bid that holds it, never above your maximum.
What is AdPal Insights?
The dashboard for your whole bol.com account that we are building now: sales, products and stock, profit, returns and promotions in one place. Your offers and stock are already in AdPal; the rest follows in phases.
Didn't find your answer? Janai, Bas and Annemijn are happy to help. Ask us anything