Insights & knowledge sharing about bol advertisements

ADYARD is officially a Silver Agency Partner of bol.com. In 2025, we managed over €2 million in ad spend for more than 80 bol.com accounts. This recognition highlights our proven advertising expertise, system-driven approach, and the unique combination of agency experience with proprietary software.

ACOS feels like the problem but is rarely the cause. In this article, we show why many ads are misanalyzed and where a proper analysis truly begins.

Recently, we have made a conscious decision: Bollify stops. Adyard begins. Not because we are changing direction again, but because we are taking the next step in what we have been doing for years. In this blog, we explain where Bollify came from, why the name no longer fit, and what Adyard exactly means for the future.

Dayparting for Bol Ads explained in layman's terms: advertise only during hours when people actually make purchases and stop paying for useless clicks. In this blog, you'll discover why 24/7 campaigns inflate your ACOS, how to identify the right hours, and how smart automation precisely allocates your budget where it yields returns.

Branded Shelves are live on bol and most sellers are still in the "wait and see" phase. That's a shame because this is exactly the type of feature where you can gain an advantage as an early adopter: lower CPCs, extra visibility, and a format that finally allows you to showcase your brand story and product range instead of just a single product. In this podcast, we delved deeper with Floris and Jelle from Purely Goods: a brand in the sleep and breathing category that gained access to Branded Shelves and the brand page three months earlier. What works well? What doesn't work (yet)? And how do you approach this strategically without getting lost in "yet another new ad format"? Here are the key insights.

When bol ads do not render, many sellers automatically turn to the same buttons: lowering bids, pausing budgets, shutting down campaigns. In practice, this rarely solves the actual problem. Underperforming bol ads are not a coincidence. They result from friction somewhere in the chain between visibility, relevance, conversion, and economy. Those who understand this chain and optimize in the correct order can restore campaigns without blocking growth opportunities. In this blog, we explain step by step how to analyze and optimize bol ads in the correct order, including concrete actions for each phase.