In this first step, you will specify the sales channel, the campaign name, the duration and the budget for your campaign.

1. Sales channel: You can only create a campaign for the marketplace for which you have been granted advertising rights and on which you have active offers.
2. Duration: We recommend that you create campaigns without an end date so that you can run them indefinitely (to do this, select “No end date” in the settings). You can pause or end a campaign at any time. The minimum duration of a campaign is one day.
3. Budget: You can set a daily or total budget for the campaign, which will be allocated based on the available traffic. With the “Total budget” option, you also have the option to set a daily limit.

For seasonal campaigns, such as those for Christmas, Easter or Black Week, we recommend setting an end date so that your campaign ends automatically once the relevant event has taken place. Please ensure that your seasonal campaign starts no earlier than six weeks before the relevant promotional period.

Your product range is displayed in the left-hand column. The products you wish to promote will appear in the right-hand column. You can click the “+ Add” button to select the products you want to promote in the campaign, or drag them into the right-hand column. You can also search for products using the search box (by EAN or product title). Another option is to upload a file containing product EANs or to use an EAN list, which you can add via the “Upload list” tab.

• You must include at least three products in a campaign. 
• It is advisable to add more than three products from the same category, as this increases the likelihood of your ad being displayed – if, for example, a product is out of stock, loses the BuyBox, or only two of the selected products match a customer’s search term, the ad may otherwise not be shown. 
• Restricted categories: For compliance and safety reasons, products in the infant formula category are restricted and cannot be advertised via Sponsored Brand Ads.

Before your SBA campaigns can go live, they must be reviewed and activated. The campaign will be activated within two working days, provided it meets the following criteria:

Logo and custom image:

Upload your brand logo and a custom image for your Sponsored Brand Ads campaign. Once you have uploaded your own image, you can crop it for the desktop and mobile versions. Please note the following requirements and guidelines for the use of the logo and the custom image:

• Logo:
  • Please ensure that you upload a high-quality image (the image must be 180 x 84 px in size).
  • Please ensure that the logo represents the brand that you own or for which you have the right to advertise.
  • Make sure the logo is a perfect match for the products being advertised.

• Custom image:
  • Please ensure that you upload a high-quality image (the image must be 750 x 652 px in size).
  • It should be authentic and not appear to have been edited.
  • Images must not contain any superimposed elements such as logos, text or symbols. Exception: A logo or text is permitted if it appears naturally within the image, such as on product packaging or on elements within the scene (e.g. a logo on a television screen).
  • The image must not contain any price information or advertising messages.
  • It must not contain any letterbox or pillarbox formats (black bars).
  • It must not contain any cluttered, excessive, poorly proportioned or illegible elements.
  • The image must not be a simple product photo with a plain or transparent background.
  • It may not be simply a brand logo or a combination of logos.
  • The images must portray or be relevant to the products and brand advertised.
  • Seasonal images may be displayed no more than six weeks before the event. Once the event has ended, the individual image should be replaced or the campaign should be terminated.
  • When cropping the mobile image, make sure not to include too much white space, as this may make your image appear too small.

Positive examples

Authentic and visually appealing images:

Only add text if it occurs naturally in the image, e.g. as part of the product’s packaging

Examples that are invalid

Images with overlapping or overloaded elements such as text, logos or symbols:

Pack shots with a single-colour or transparent background:

Images that are made up only of brand logos or combinations of logos:

Images in letterbox or pillarbox format:

Images that are plain text or graphics on a solid or transparent background:

Important: Please note that your Sponsored Brand Ads must be approved by the Advertising by Kaufland team before they go live. The campaign will be approved within a maximum of two working days, provided the above requirements are met. Failure to comply with any of these guidelines may result in your campaign being rejected.

Once you have selected the products, you need to choose a strategy for campaign targeting.

If you have little or no experience with SBA campaigns, we recommend starting with automatic targeting. 

The options are: 

1. Automatic targeting: The algorithm automatically determines which customer search queries are most relevant to your products. In this case, your ads will be shown to customers whose search terms match the information in your product listings (such as the title, description or category). This ensures your campaign benefits from the widest possible reach and the full potential for traffic. 
2. Manual targeting: Ads are only shown for keywords that you select manually. The number of ad impressions, or the visibility of your products, is limited by the keywords you have chosen and their match type. It is also important to note that the ads will not be displayed if the keywords you have chosen are not relevant to the products in the campaign.

If you choose the manual keyword strategy, you will be prompted to enter keywords. The system will also provide you with keyword suggestions based on the products you have selected for the campaign. You should use these recommended keywords, as they have been selected by the algorithm and are considered relevant to the products in question. It is also recommended that you include the category names of the products in the keywords.

Keyword match types: 

When selecting keywords, you can choose between two different match types.

If you selected automatic targeting in step 4, you can choose between automatic and manual bidding at campaign level.

If you selected manual targeting in step 4, you can only set manual bids at the keyword level.

1. Automatic bidding: You set your campaign’s target ACoS (Advertising Cost of Sales) within a range of 5% to 50%, and the algorithm generates a bid based on your target ACoS and the bids of competitors in the product category. Using the automatic bidding strategy saves you time as you don’t need to manually optimise the automated bids on a regular basis. 
2. Manual bids: You set the maximum bid you wish to pay per click.

When someone clicks on your ad, that click will cost no more than the amount specified in your bid. In some cases, the costs may even be lower. You can also increase or decrease your bid for your campaign or the keywords within your campaigns at a later date using manual bids.

• Campaign-level bid: You can set a bid for your entire Sponsored Brand Ads campaign. 
• Keyword-level bidding: For example, if you know that one keyword performs better than another because it is more specific (“iPhone 16” versus “iPhone”), you can set a higher bid for that keyword. This means your ads will receive more impressions when users search for “iPhone”.

How much should I bid?
Sponsored Brand Ads use a CPC (cost-per-click) auction model, in which you and other advertisers compete for the best placements for your products on the Kaufland marketplaces.

Here you can check all the campaign details one last time – including the parameters you have entered, the bids, and the products selected for the campaign. You can also see a preview of how your ad will appear – including the logo, image and headline – on both mobile devices and desktop computers. If you wish to make changes, you can go back to the previous steps before confirming the creation of your campaign.

Once you have submitted your campaign for review, you will be redirected to the campaign overview. Your newly created campaign will be displayed there with the status “In review”.

If necessary, you can also edit your campaign during the review phase. To do this, click on the campaign to go to the campaign details page. You can customise your ad there.