How TrueClicks Helps bol.com Monitor 5,000+ PPC Campaigns at a Glance
“We can see in one glance which accounts are performing well or have errors, so it’s very quick to see where we need to focus. TrueClicks really helps PPC professionals keep track of all their campaigns.”
Carline Dekker,
PPC Specialist, bol.com
The Client
bol.com
RESULTS
50
HOURS SAVED EVERY MONTH
5000
PPC CAMPAIGNS MONITORED
8.4%
YEARLY IMPROVEMENT IN TRUECLICKS SCORE
SOLUTION
A tool that centralizes account performance, analysis, and opportunities
Industry
Location
bol.com is the largest online retailer in the Netherlands and Belgium, selling everything from books and music to baby items and home and garden. bol.com sells 28 million different products to 12 million customers.
Challenge
No way to effectively monitor and optimize 5,000+ campaigns
The PPC team at bol.com manages over 5,000 Google Ads campaigns, targeting ads for a wide range of items. It takes a full-sized, busy team to constantly monitor and optimize all those campaigns.
The PPC team used to use scripts to monitor their campaigns, but that approach had its limits. Each script had to be checked manually, and each could only contain a single topic.
Carline Dekker, a PPC Specialist with bol.com, says that her team invests a lot of time and energy keeping their PPC accounts healthy. To do so, they need to know:
- Are the campaigns on track?
- Which campaigns are not drawing any revenue?
- Are some campaigns wasting spend?
- Are the campaigns running as smoothly as they should be?
- Is anything broken?
bol.com uses Google Ads, but they can’t customize the recommendations to their needs. The bol.com team needed a better way to track and optimize all their campaigns.
“Within the Google Ads interface, we don’t have an easy overview of which accounts have the most errors.”
Solution
A tool that centralizes account performance, analysis, and opportunities
Then the bol.com team discovered TrueClicks, a PPC analysis and recommendation tool designed to optimize paid search campaigns
TrueClicks scans across all bol.com’s accounts and campaigns to check for anomalies, wasted spend, best practice adherence, and opportunities. TrueClicks provides alerts and recommendations and gives each account a score.
With TrueClicks, Carline’s team can tailor the reports and scores to match their own priorities. That means the team can quickly glance at the TrueClicks scores across accounts to see what needs attention. The intuitive TrueClicks interface and resulting data empower the bol.com team to:
- See errors and disapprovals
- Get alerts when something breaks
- Proactively maintain account health
- Make changes right in the tool
With TrueClicks, the bol.com team can focus their efforts on the most important changes: the ones that avoid wasted spend and increase overall revenue.
“TrueClicks helps us save time. If it helps us realize that a campaign that’s not running should be running, then that helps us earn more revenue.”
Results
More organized, optimized campaigns thatgenerate more revenue
With TrueClicks in place, the bol.com team is better organized than ever before, with far more data and analysis than they could get from their old scripts.
On average, the team makes use of 200 TrueClicks recommendations a month, saving them 50 hours on analysis alone — freeing up time for more important projects. And that doesn’t even account for the time they used to spend clicking through accounts, one by one, looking for errors and opportunities.
bol.com even devotes four hours each month to a team TrueClicks session, where they learn from each other and share best practices.
And since TrueClicks provides ongoing recommendations, the team can continually refine ads to target buyers even better. During 2020, the bol.com team increased their TrueClicks score by 8.4%.
With this score as an additional KPI, the bol.com team can confirm their accounts are getting better, based on the attributes they care about.
“The main advantage of TrueClicks is that it’s all in one place, very organized. And it provides us with way more information, more tools than the scripts that we had. We’re very happy with it. We don’t want to go back to scripts.”
