How Witailer supported Artsana Group in boosting performance on Bol.com

In today's digital age, Retail Media advertising has become an essential tool for brands looking to expand their reach and drive sales. With the rise of e-commerce platforms, retailers are increasingly leveraging their online real estate to offer advertising opportunities to brands. This not only helps brands increase visibility but also enhances customer experience by providing relevant product recommendations. One such platform that has been at the forefront of this trend is Bol.com, a leading online retailer in the Netherlands and Belgium.

Client

Artsana Group, a prominent leader in the creation and distribution of children's clothing, toys, and accessories - owner of brands like Chicco - encountered a distinct challenge as they ventured into the unfamiliar territory of bol.com, despite their robust market presence.

Challenge

The primary challenge was to promote both seasonal and always-on products with optimal efficiency on bol.com, a platform where they had no historic experience. The goal was to generate traffic and achieve a high return on advertising spend (ROAS).

Solutions

To address this challenge, Witailer implemented a combination of automatic and manual campaigns tailored to the client’s specific needs. Here’s a breakdown of our approach:

1. Automatic Campaigns: leveraging bol.com's algorithm to target queries related to the advertised products. This approach was particularly effective for driving traffic to product detail pages (PDPs);
2. Manual Campaigns: focused on specific targeting, such as female clothing, to capture high search volumes and spending. This method allowed for precise control over keywords and bidding strategies.

Results

The results of our strategic approach were impressive, demonstrating the effectiveness of retail media advertising on bol.com:

• Higher Engagement: automatic campaigns achieved a click-through rate (CTR) of 2.31% compared to 1.34% when using suggested keywords;
• Increased Conversion Rate: the conversion rate (CR) for automatic campaigns was 3.72%, significantly higher than the 2.96% achieved with suggested keywords;
• Enhanced ROAS and Lower CPC: automatic campaigns saw a 50% increase in ROAS and a 39% decrease in cost per click (CPC) compared to manual campaigns.

These metrics highlight the potential of automatic campaigns to drive both traffic and efficiency, making them a valuable tool for brands looking to maximize their advertising investments on bol.com.

Conclusion

The success of Artsana underscores the importance of a well-rounded retail media advertising strategy. By combining automatic and manual campaigns, brands can achieve higher engagement, better conversion rates, and improved ROAS. As e-commerce continues to evolve, platforms like bol.com offer invaluable opportunities for brands to connect with their audience and drive growth.

At Witailer, we are committed to helping our clients navigate these opportunities and achieve outstanding results. If you are looking to enhance your presence on bol.com or any other e-commerce platform, our team of experts is here to guide you every step of the way!