Retail Media

About Sponsored Products

With Sponsored Products you can increase your products' ranking and visibility within the categories and on article detail pages in the ABOUT YOU shop as well as in the ABOUT YOU CRM channels (Newsletter and Push Notification) by paying a Cost per Click (CPC) bid. In the Sponsored Products tool you can create and optimize your Sponsored Products campaigns and get valuable insights with our various reporting functions.

By adding a CPC to your products, they will rank higher in the sorting when compared to their organic position. This generates incremental sales of 4% to 20%.*

There are no fixed slots for Sponsored Products, instead they are mixed in our personalized sorting algorithm within product category pages to deliver an inspirational shopping experience

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Tips for your first Campaign

1. Start Broad

Start your first campaign by choosing “all products” to lever the highest potential and activate all available countries to gather valuable performance insights. With that set-up, whenever new products go live, they will automatically be included in the campaign.

Set your campaign goal to visibility to maximize your visibility for the first month(s).

Push your performance growth by steering with a dynamic CPC targeting (+26% more reach* compared to a manual CPC strategy).

2. Allocate enough Budget

Make sure you have allocated enough budget to allow your campaigns to run effectively. We offer a CPC per country option, with different minimum CPC values for each country. Adjust the CPC per country based on campaign performance.

→ We have your back with a 50% discount on your campaigns until the 31st of October 2025.

3. Steer continuously

Let the campaign run for 1-2 weeks before making changes. Adjust the campaign regularly until performance stabilizes. Once stable, reduce the frequency of changes and let it run as an always-on campaign.

_{*Based on n = 1.224 campaigns, Time frame: 21.09.2024 -21.03.2025}

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Tips on how to further optimize your Campaign

1. Find your Sweet Spot

The ROAS should be within the sweet spot range, depending on your chosen strategy. This means that the product is in a profitable position with a good compromise between visibility, clicks and sales.

For a visibility strategy a ROAS between 50%-500% is considered as good.

2. Track key KPIs

Track your campaign performance on a weekly basis until the performance is stable. In the beginning we advise to check your campaign 1-2 times per week, then revise to a biweekly rhythm. Check the key KPIs such as ROAS, Ad Spend, CTR, CR and Sponsored Sales Share to get an understanding of your campaign performance.

3. Optimize Campaign Performance by Adjusting the CPC

Optimize the performance at campaign, country and/or product level by adjusting the CPC.

• Adjust the CPC on campaign level:

  • Increase or decrease the CPC according to the performance. If your ROAS is above the Benchmark (BM) we’d advise to increase the CPC. If it’s below BM, we’d advise you to decrease your CPC.

• Adjust the CPC on product level (on the campaign detail page):

  • Products that are spending too much of the budget → decrease the CPC

  • Products that have a very high ROAS → increase the CPC

  • Products that you want to give an extra visibility push → increase the CPC

• Adjust the CPC on country level (on the campaign edit page):

  • Countries with a ROAS above the Benchmark → increase the CPC and utilize the highest potential

  • Countries with a ROAS below the Benchmark → decrease the CPC

  

Have a look at the FAQ page for further information and useful tips on steering and optimizing your campaigns. Stay up to date with the newsletter. Click here to subscribe.