Client case · Bol.com
From standalone product listings to a complete marketplace funnel. We optimized the listings and built Sponsored Products and Branded Shelves campaigns that more than doubled Dutsi’s diaper pail revenue — with growth coming almost entirely from new customers.
Average revenue growth on the diaper pails this year, compared to last year.
ROAS on Sponsored Products, at an ACoS of 17.3%.
New-to-brand share: the growth comes from new customers, not from existing buyers.
Dutsi sells diaper pails on Bol.com. A good product page achieves little if nobody sees it, and visibility is wasted money if the page does not convince. So we tackled both sides at once.
Together the campaigns cover the entire buyer journey: from someone who does not know the brand yet to the order. That is exactly why the growth does not come from existing customers.
93.7% new-to-brand on Sponsored Products and 72.7% on Branded Shelves. The campaigns mainly reach buyers who did not know Dutsi yet.
Branded Shelves give the brand its own place in the category, exactly when buyers are comparing products.
Sponsored Products capture purchase intent on the search terms and categories that matter, at a ROAS of 5.77x.
New-to-brand sales measure customer acquisition and demand creation, not brand recognition. We check the customer’s order history over the past four years: if no earlier order from the same brand is found, the order counts as new-to-brand. That way the metric shows whether campaigns genuinely reach new audiences — not whether they take revenue from buyers who would have ordered anyway.
The growth is not a single lucky hit: the entire product group picked up.
The best performing product in the diaper pail group.
The other three products in the same group.
On average across the full product group.
All three campaign types run profitably, with the category campaigns performing strongest.
Only Dutsi’s diaper pail product group, filtered out of the Sponsored Products and Branded Shelves exports. So these are not account-wide figures, but the results of one product group.
New-to-brand share = new-to-brand orders divided by the total number of orders per campaign. An order counts as new-to-brand if no earlier order from the same brand was found for that customer in the preceding four years.
ROAS and ACoS are based on 14-day attribution, as Bol.com applies it in its advertising reports.
The revenue growth per product was supplied by Dutsi itself, at EAN level, comparing this year with last year. The advertising figures come directly from the Bol.com reports.
In the free potential scan we look at your listings, your advertising and your position in the category — and show concretely where the room is.