Bidding engine Every bid counts. Let data do the work.
AdPal sets the right starting bids automatically, builds your bol.com ad campaigns and keeps optimizing on actual performance. No rigid rules, but smart decisions at product and placement level.
EAN
| Placement | Bid |
|---|---|
| bamboo cutting boardKeyword | €0.04€0.68 |
| cutting board setKeyword | −€0.02€0.54 |
| Similar productsProduct page | Hold€0.41 |
| Kitchen › Cutting boardsCategory | −€0.03€0.35 |
Adjusted
From product to complete campaign. Automatically.
A good campaign starts with the right foundation. AdPal analyzes your historical sales data, product relevance and ranking to set a fitting starting bid.
Then AdPal builds the campaign structure automatically, with relevant keywords, category placements and product pages. We select keywords that match your products and that people actually search for.
On top of that, we run an additional automatic campaign to catch search opportunities outside the manual selection.
So you don’t start from zero, but with a campaign that is set up with purpose from the very first moment.
- 1
Product
Your EAN
Bamboo cutting board setEAN - 2
Data
What AdPal weighs
- Historical sales
- Product relevance
- Ranking
Starting bid€1.05
- 3
Campaign
A campaign of its own
- Keywords with search volume
- Category placements
- Product pages
Plus an automatic campaign for what falls outside
- 4
Optimization
Adjusted continuously
Per placement, on the performance coming in.
One product. One campaign. Endlessly smarter.
Not every product performs the same. And not every ad placement delivers the same result.
Yet many advertising tools work with bid rules at campaign or account level. Multiple products and placements then often get the same treatment, while their performance and opportunities differ widely.
At AdPal, every EAN gets a campaign structure of its own.
Then our bidding engine looks one level deeper. We analyze performance per ad placement and decide where a product needs more room and where it needs adjusting.
No general bid rules that apply to everything, but individual decisions based on what your product needs at that moment.
So every product and every placement gets an approach of its own.
Many advertising tools
One rule for everything
A bid rule at campaign or account level
If ACoS is above 20% → lower every bid by 10%
Three products, every placement, the same step
A decision per placement
A campaign of its own per EAN, a decision of its own per placement
No fixed rules. Smart decisions.
Many simple bid strategies work with fixed rules. Is your ACoS too high? The bid goes down. Sales staying away? It steps in again.
But advertising doesn’t work that simply.
AdPal looks beyond today’s results. Our bidding engine analyzes historical and current performance and takes bol.com’s 14-day attribution window into account.
A sale isn’t always attributed to an ad right away. By accounting for conversions that can still come in later, AdPal helps prevent bids from being lowered too early.
So a campaign gets room to perform, without losing sight of its goal.
Day 1: 14 clicks · €8.40 ad spend · Target ACoS 15%
bol.com’s 14-day attribution window
Day 1’s ACoS, measured on
- 1On day 2: 1 saleDay 1’s ACoS looks like 24%, above your target.
- 2On day 5: 2 salesAnother sale counts toward day 1. Its ACoS drops to 12%, below your target.
Fixed rule
Day 2 · Sees an ACoS above target, and cuts the bid hard.
AdPal
Day 2 · Already counts with the sales that can still come in, and doesn’t lower too hard.
The lowest ACoS isn’t always the best ACoS.
A low ACoS looks attractive. But what if a slightly higher ACoS sells considerably more and leaves you with more profit in the end?
AdPal steers on the ACoS target you set, with the bidding engine looking for a good balance between ad spend and sales volume.
It isn’t only about spending as little as possible. It’s about the result you can achieve with your ad budget.
ACoS ExperimentsComing soon
Compare different ACoS targets to find out which setting can be the most profitable for your products and ad placements.
Bamboo cutting board set
Target ACoS
- Sales
- 150
- Ad spend
- €629
- Profit after ads
- €1,782
Target ACoS
More profit- Sales
- 256
- Ad spend
- €1,792
- Profit after ads
- €2,330
Illustrative example
Sometimes you don’t just want to optimize. Sometimes you want to dominate.
AdPal’s bidding engine is designed to keep optimizing your ad campaigns based on performance and goals.
But sometimes a product calls for a different approach. For example when you launch a new EAN, want to build visibility fast or want to win a prominent ad position for a while.
That’s where Product Highlighter comes in.
With Product Highlighter you can temporarily take over the regular bid strategy on one specific ad placement, to go for extra visibility and a stronger position. On every other placement, the bidding engine simply keeps optimizing toward the campaign goal you set.
One product, four placements
“water bottle”
Search results
Product Highlighter
Target slot 2
“stainless water bottle”
Search results
Bidding engine
Target ACoS 20%
Sports › Water bottles
Category
Bidding engine
Target ACoS 20%
Similar products
Product page
Bidding engine
Target ACoS 20%
You choose the goal. AdPal handles the rest.
No complicated bid rules to set up, no endless manual campaign optimization.
Select your products, choose your campaign goal and create your campaign. AdPal takes care of the setup, sets the starting bids and optimizes automatically on the performance coming in.
You stay in control of your goals. AdPal takes the daily optimization work off your hands.
You
- 1Select your products
- 2Choose your campaign goal
- 3Create your campaign
AdPal
- Builds the campaign
- Sets the starting bids
- Optimizes on performance
Stop adjusting by hand. Start advertising smarter.
Let AdPal build and optimize your campaigns, so you have more time to grow your business.
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