The Placement-level Dashboard shows your ad performance at the level of individual placements. Where the Campaign-level Dashboard shows how a campaign performs as a whole, here you go one level deeper: you see for each specific category, product or search term what your ad is doing. This is the most detailed performance overview in Adyard and gives you insight into exactly where your budget is going and what it delivers.
The placement performance table shows each placement as a separate row, linked to the campaign it belongs to. You can filter, group and adjust the columns using the buttons in the top right.
Types of placements
Each placement has a type that indicates how your ad is shown there:
Type
What it means
CATEGORY | Your ad appears on a category page on Bol, such as "Kibble" or "Dog food & Snacks" |
PRODUCT | Your ad appears on the product page of a specific product on Bol |
AUTO | Bol itself decides for which search term your ad is shown. These are the placements from your automatic campaign |
PHRASE | Your ad appears on search terms that contain your phrase keyword |
EXACT | Your ad only appears on the exact search query that matches your keyword |
Using the Group by button, you group the table on a higher level. If you group by Match type, you’ll see the placements summarized per type, such as Category, Product, Auto, Phrase and Exact. Each group shows the total number of placements and the combined performance data. You can expand a group to see the individual placements within it.
This is useful if you quickly want to compare how your automatic placements perform versus your manual placements, or how category targeting compares to product targeting.
Performance
Column
What it means
Sales | Revenue generated through this placement |
RPC | Revenue Per Click: average revenue per click on this placement |
Cost | Ad spend for this placement |
ROAS | Revenue per euro of ad spend for this placement |
ACoS | Percentage of ad revenue spent on ads for this placement |
Conversions | Number of purchases through this placement |
Conversion Rate | Percentage of clicks that resulted in a purchase |
Clicks | Number of clicks on this placement |
Impressions | Number of times your ad was shown on this placement |
CTR | Click-through rate for this placement |
Competition data
Column
What it means
Impression share | The percentage of all available impressions on this placement that your ad received. A low impression share means competitors are getting more visibility |
Click share | The percentage of all clicks on this placement that went to your ad |
Total impressions | The total number of impressions on this placement, including those of competitors |
Total clicks | The total number of clicks on this placement, including those of competitors |
Search volume | The search volume for this search term on Bol. Only available for AUTO, PHRASE and EXACT placements |
Category volume | The total number of searches within the category. Only available for CATEGORY placements |
Use the search bar at the top to search by placement name, objective, or campaign ID. Use the Filters button to refine the table by specific campaigns, types, or performance criteria. This is useful if you have a large number of placements and want to quickly isolate a specific segment.
Find your best and worst placements Sort by RPC from high to low. Placements with a high RPC and low costs are your most efficient positions. Then sort by Cost from high to low and look at which placements cost a lot of money but deliver little or nothing. These are direct candidates for a bid reduction or exclusion.
Use impression share as a competition signal A low impression share on a placement that converts well means your competitors are getting more visibility than you. This is the moment to increase your bid on that specific placement. An impression share of 100% on a placement that doesn’t convert is actually a signal to scale back.
Compare AUTO with PHRASE and EXACT Your automatic placements give you a broad picture of where you’re being shown. If you see that a specific search term in AUTO converts well but isn’t yet added as PHRASE or EXACT in your manual campaigns, that’s exactly the kind of information that Keyword Harvesting picks up. You can also add it manually if you don’t want to wait for the next daily run.
Use Group by for strategic overview Group by Match type to see what your budget allocation looks like at a high level. If you see that CATEGORY placements together cost a lot but deliver little compared to PRODUCT or AUTO placements, that’s a signal to rethink your campaign strategy.
Search volume versus impression share For AUTO placements you can see both the search volume and your impression share. If a term has a high search volume but a low impression share, there’s potential you’re not using. Combine this with the conversion data to decide whether it’s worth paying for more visibility on that term.
