Sponsored Product Ads (SPA)
Sponsored Product Ads help you to prominently advertise your offers on the Kaufland marketplaces and in the Kaufland app. These ads help you set yourself apart from competitors and display your top offers to customers on the Kaufland marketplaces at exactly the right moment.
Your how-to handbook for the SPA tool
Where are SPA displayed on the Kaufland marketplaces?
SPA are displayed on the search result, category and product detail pages.
How do I activate Sponsored Product Ads in the Seller Portal?
- In the Seller Portal menu, click on Services and then select Sponsored Product Ads.
- To register for Sponsored Product Ads, you have to accept the Terms and Conditions (T&Cs) for SPA and click on Register.
- After your account has been activated, you have access to Sponsored Product Ads in the Seller Portal. To access it, head to either Marketing Tools or Services.
Dashboard view
Select sales channel: If you have activated more than one Kaufland sales channel, you can select your desired sales channel in the dropdown menu.
Reports: You can either click the Go to Reports button or go straight to the Reports area to request SPA campaign reports, which will be created from 15th October 2024. You have until 1st January 2025 to view and save your campaign data from the old system.
Create campaign
1. In the Seller Portal, go to the Marketing Tools area, and from there to Sponsored Product Ads.
2. Click on the “Create campaign” button. In the next step, you can choose between two options to create a campaign:
Option A: Create custom campaigns (recommended for experienced SPA users)
Please complete all the necessary steps manually. Custom campaign creation offers the following advantages:
- Full control over product selection
- Manual or automatic keyword targeting
- Custom bids
- CSV upload options
- Advanced keyword and negative keyword setup
Option B: Create a preset campaign
The “preset campaigns” feature enables you to quickly and easily create SPA campaigns with high potential for success using intelligent system recommendations. The following values are adapted to your product range and automatically filled in for you:
- Daily budget (based on your sales and the number of your recommended products)
- Target ACoS (Advertising Cost of Sales)
- Campaign name
You will be able to review and adjust all values before creating the campaign, as well as later on the campaign page. This is how product selection works:
- The campaign only features products recommended by the system which have a high performance potential.
- You can preview the product selection and deactivate products in the list.
- You cannot add any additional products.
If you want full control over your product selection, use custom campaign creation.
3. General information: Fill in the general information such as the campaign name, your budget, the start date and an optional end date.
4. Add products: In the next step, you will add the products that will be in your SPA campaign.
Option A: Add products manually: You’ll see a list of all your products in the Search tab. You can add them to the campaign by clicking on +Add. You can filter and sort your products according to
- “In stock”
- “BuyBox winner”
- “Newest/Oldest first”.
You can also search for specific products by EAN or product name in the search bar.
Option B: Upload data: In the Upload data tab, you can download a CSV sample file. Once you have filled this in, you can upload the file immediately. Your products will then be added automatically.
Option C: Enter an EAN list: In the Create list tab, enter the EAN numbers of the products you want to add. Separate these with a comma, space or line break.
Option D: Use the “Recommended” Tab: The “Recommended” tab displays products from your range that are suggested to you based on current customer interest. High customer interest in products increases the success of campaigns, which is why these products are particularly suitable for Sponsored Product Ads.
Note: If no recommendations are displayed, the system will continue to collect additional information about your products in the background. Even without recommendations, adding products to campaigns can still increase their visibility.
Best Practice:
Review your campaigns each week to add newly recommended products with high customer interest. The recommendations are continuously updated. Therefore it is worth checking this tab regularly.
5. Choose keyword targeting and bids: You can choose between two different targeting strategies:
Automatic keyword targeting: The algorithm will automatically display your ads in appropriate places. You do not have to specify anything else. We recommend this strategy if you are relatively new to SPA. This strategy is, in turn, divided into two types:
> Automatic bids: The algorithm will automatically set the bids for you. All you have to do is set a target value for the ACoS (advertising cost of sale).
> Manual bids: In Maximum bid, enter the maximum amount you want to pay per click on your ads. Click on Apply for all and this bid will be used for every selected product on the list. You can adjust the prices for individual products in the list on the right side of each product by using “Individual bid”.
Manual keyword targeting: You can manually select the keywords for which your ads should be displayed when a customer searches using them on the marketplace. We recommend this strategy for sellers with more experience with SPA.
Set keywords and bids
- Recommended
Choose from recommended search terms that go well with your selected products. - Create a list & Negative keywords
This is where you enter a maximum bid for your own keywords. Choose between the two match types: “Exact” and “Phrase”.
Example: The keyword is “red t-shirt”.
Phrase: “Tshirt, shirt, red shirt, …” (ad will be shown when a customer searches for relevant variations of the selected keyword.)
Exact: “Red t-shirt” (ad will be displayed when the search term entered by the user matches the keyword exactly.)
You can also use negative keywords to set up which search terms your ads should not be shown for.
Note
After creating the campaign, you can edit, delete and add new keywords via the Sponsored Product Ads dashboard. To do so, click on the Keywords or Negative keywords tab in your dashboard, followed by the Add keyword button to add new terms, or use the left-hand box to choose specific keywords from the list in order to delete or edit them.
Upload file: You can also upload large numbers of keywords via a CSV file. To do so, download the CSV template. Once you have filled this in, you can upload the completed file immediately.
6. Summary: If everything has been entered correctly, then click Create campaign to save the campaign.
Visual display of your KPIs: Set up the metrics you want for different time periods, which are then displayed graphically. To do so, click on Show metrics and then select the metrics you want to compare. You can select the time period in the area under the calendar icon.
Campaign data from the old system: You have until 1st January 2025 to view and save your campaign data from the old system.
Stay on top of things: The search bar lets you search and filter your campaigns (e.g. by status, target group, bets, sales, …) to get a better overview. You can also show or hide your metrics here.
Download reports for metrics: Download a report that reflects your metrics from the dashboard. Click on the calendar icon to select a time period. You can download a thorough report on your SPA campaigns in your Reports in the Seller Portal (see also section 2. Reports).
Campaign overview with metrics: View your metrics and the status of all your listed SPA campaigns here.
Campaign detail page: Clicking on the campaign name will take you to the detail page of the selected campaign. Here, you have a detailed overview of your campaigns and can see the same metrics as in your general overview. You can edit the campaigns here:
Edit campaigns and adjust status: Click on Edit campaigns to adjust the details for your campaign. You can change details such as the start and end date, your budget and your maximum bid. Edit the campaign’s status by clicking on Status (on the right side, next to your products or in the campaign details at the top). Change the status from “active”, “paused” or “ended” to pause the campaign or end it completely.
Exclude products and edit keywords: Search for and/or filter all the products that you want to exclude from your campaign. Click on the box to the left of the product image to select them. You can select and exclude all the products in the campaign by clicking on the box next to “Product”. Then click on Select action to the right and select Pause in order to remove the products from the campaign.
In the Customer search terms tab you can see the search terms customers used on the Kaufland marketplaces for which your ads were displayed.
Please note: If you have selected the manual keyword strategy, you will see the Keywords and Negative keywords tabs. Here you can edit, remove or add new manual keywords.
Add products: One click on the Add products button and, just like with Creating a campaign, you can add further products to your campaign by selecting manually, via EAN list or file.
Back to campaign overview: This will bring you back to the dashboard with all your campaigns.
Frequently Asked Questions
What is autopilot mode? (optional – only for preset campaigns)
You can activate autopilot mode to keep your campaign automatically up to date.
- New recommended products are automatically added for the selected sales channel of your campaign. This means that the preset process for the selected sales channel is no longer available.
- Only one autopilot campaign per sales channel is possible.
Deactivate autopilot: You can deactivate autopilot at any time on the campaign page. The campaign then behaves like a regular SPA campaign with all the available options.
When a preset campaign is created without autopilot, it behaves like a regular SPA campaign.
Please note: Autopilot does not automatically change your daily budget. Please review your expenditure and increase your budget if you wish to increase the display of Sponsored Product Ads.
Why am I not seeing the preset option or “recommended products”?
This could be due to the following reasons:
• There are currently no recommendations for this sales channel, or
• All available recommended products are already being promoted in your existing campaigns (preset, autopilot or custom).
You can create campaigns at any time using custom campaign creation with manual product selection.benutzerdefinierte Kampagnenerstellung mit manueller Produktauswahl erstellen.