Once the products have been added, you need to choose a keyword targeting strategy. If you have no previous experience with SPA campaigns, we recommend starting with automatic keyword targeting. 

The following options are available: 

1. Automatic keyword targeting: The algorithm automatically determines which keywords are relevant to your ads. In this case, the ads will be displayed for all search queries where the algorithm identifies a match with your product information. This ensures that the campaigns benefit from all the potential traffic available. 
2. Manual keyword targeting: With this option, your ads will only be shown for keywords that you select yourself. This means that the number of potential impressions, or the visibility of your products, is limited by your choice of keywords and the match type selected. It is also important to emphasise that your ads will only be displayed if the products being advertised are relevant to the selected keywords. 
   • With manual keyword targeting, you will be asked to enter your keywords. You will also receive system-generated suggestions based on the products you have selected for the campaign.
   • It is recommended that you use at least some of the suggested keywords. These keyword suggestions are identified by the algorithm as relevant to the selected products.
   • It is also advisable to add the category name as a keyword. 

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

• Exact: The “Exact” match type means that your ad will only be shown if a user’s search query matches the keyword or keyword combination you’ve entered exactly. The order of the words is also crucial. For example, if your exact keyword is “black cocktail dress”, the ad will only appear when a user searches for “black cocktail dress”, but not when they search for “black cocktail dress for women” or “black cocktail dress size S”. 
• Phrase: The “Phrase” match type means that your ad may also appear when similar phrases and relevant variations of your chosen keyword are used. Additional words may appear before or after the selected keyword. For example, if your phrase keyword is “laptop bag”, the ad may still appear even if a user searches for “black laptop bag” or “15.6 inch laptop bag”. 

If you selected automatic keyword targeting in step 3, you can choose between an automatic or a manual bidding strategy at the product level.   

However, if you selected manual keyword targeting in step 3, you can only set manual bids at the keyword level. 

• Automatic bidding strategy: Set your target ACoS (Advertising Cost of Sales) to a value between 5% and 50%. The algorithm then generates bids based on your target value and the competition within the relevant product category. The automatic bidding strategy saves you valuable time, as there is no need for regular manual optimisation – the system does this automatically for you.
• Manual bidding strategy: Set how much you want to pay per click. When someone clicks on your ad, you’ll never pay more than the bid you’ve set.  Once you have set up your campaigns, you can adjust your bids for each product or keyword at any time.
  • Bids by product: If, for example, you wish to promote two products with different profit margins in a single campaign, you can set different bid amounts for each product. If you choose a higher bid for the product with the higher profit margin, that product is likely to generate more Impressions. 
  • Bidding by keyword: If you know that one keyword performs better than another because it is more specific (for example, “iPhone 16” as opposed to “iPhone”), you can set a higher bid for that keyword. This way, your ads will get more impressions when users search for “iPhone 16”. 

How high should I set my bids?

Sponsored Product Ads use a pricing model based on CPC (cost per click) and auctions. You and other advertisers compete with your bids for the best placements for product ads on the Kaufland marketplaces.  

• The impact of your bid and competition: These determine the maximum amount you are willing to pay when a user clicks on your product ad. The more competitive your bid is, the more likely it is that your ad will be shown to customers. In categories with high competition or very expensive products, the average CPC is usually higher.  

• Calculating the actual cost per click: Please note that your bid price is not the same as what you actually pay. If your bid is the highest and is thus higher than that of one or more competitors, you only pay the price of the second-highest bid (second-best principle). So, for example, if you have bid €1.50 per click and the second-highest bid is €0.95, you will pay €0.95 per click. 

• Minimum bid: When you launch your campaigns, you can view the minimum bid set by Kaufland. The minimum bid for Sponsored Product Ads is €0.01.  

• Manual bids at product level: When creating a campaign using the “Manual bids at product level” strategy, you can choose a bid that applies to all your products, or set a specific bid for each individual product.  

• Recommended bid for the start of the campaign: If this is your first campaign, we recommend that you initially base your bid amounts on those used in your campaigns on other platforms. You can then adjust these based on the campaign results. 

• Adjusting bids to increase clicks whilst maintaining a good conversion rate: If you find that your conversion rate is high and customers who land on your product pages via your Sponsored Product Ads are actually buying those products, but you are not reaching your set budget, you can try increasing your bids to generate more clicks.

Here you have the opportunity to review all the campaign parameters, bids and selected products you have entered. You can go back to any of the previous steps if you want to make any changes or adjustments before confirming the creation of a campaign.