Your website – Your rules

For some this is just a saying. We actually mean it.

Yes, serving ads on more than 50 ecommerce sites and for more than 50,000 advertisers and sellers makes us think we have a good idea how it should work and we are happy to share our experience and best practices with our ecommerce partners that are using our platform, but we fully understand and respect the fact that it is still your website and you should be able to set the rules.

Here are some examples of what that means:


Ad layout and placement

You decide how many and where to place the Sponsored Product Ads as well as their layout.

Also you decide in which pages and platforms the ads will be presented – Search result pages, category pages, product pages, homepage, mobile app, mobile web etc.

To help you decide wisely you can download a placement report and see the performance of each ad unit (average CTR, average CPC, impressions, clicks etc.).

Oh, and we almost forgot the Sponsored Brand Ads. These ads are tailor made to fit the store front end.

And also if you don’t want to show ads on some specific pages or categories you can easily do so in the black list setting page.


How would you like to serve your ads?

Should it be CPM or CPC? Maybe sell them for a fixed price per week?

We let you decide how you want to sell the ads.

Same goes to the auction type – 1st bid, 2nd best bid, etc. (You can read more about the auction options here).

You can define minimum bids for each category and a default target ACOS for the automatic bidding campaigns.

You can decide if you want to pre-approve every ad and every advertiser or to allow them to run campaigns once they are on-boarded to the system.


Targeting and bidding

We offer different targeting and bidding options:  bid on products, bid on keywords, automatic bidding, automatic bidding where the advertiser can select their target ACOS, manual keywords, automatic keywords, placement targeting (“I only want to target product pages”), location, platform etc.

You also decide which options are open to the advertisers and more importantly which options are not.


Relevancy and Algorithms

We believe we have the best algorithms to select the best ad possible for every touch point (taking into consideration the relevancy, aggregated shopper behavior data, bid, predicted CTR etc.) but you might have other factors or considerations in mind.

Therefor we enable several options:

(1) Overruling – You can decide to manually overrule the Algorithm choices so for example if the store wants to target a certain keyword in a campaign and the algorithm doesn’t find the keyword relevant, you can still do so and force the algorithm to follow that instruction.

(2) Fine tuning the relevancy algorithm – The default for the relevancy Algorithm is to be very strict, but we can loosen it a bit if you want to do so. For example when promoting “running shoes” we would usually serve it only when shoppers are searching for running shoes but if you want to be more flexible we can serve it also when they are searching for “walking shoes”.

(3) Considering the organic results – We can also take into consideration your organic results and promote only products that appear organically in the first 1, 2 or 3 pages.

(4) Store’s specific attributes – We can also take into consideration other attributes that your store might have and can affect the ad serving.

somewhat relevant...
mmm… Less relevant



You can decide which KPI’s you want to share with your advertisers: impressions, clicks, conversions, ACOS, ROAS, Conv rate, CPC, Avg winning bid, competition, volume etc.

We recommend 100% transparency but the choice is yours.


Campaign management console user experience and design

Being a white label platform the campaign management console has your store’s logo, colors and branding (“Bol Ads” etc.).

The advertisers and sellers can log into the console from your store’s seller center seamlessly.

We can also enable interacting with other pages in the seller center so that creating a campaign or topping up the account for example, will be done also from the seller center.



You can choose and offer different promotions for the advertisers and sellers: a welcome coupon for everybody, a free try me plan, a one time holiday bonus to existing advertisers etc.


Billing and pricing

Pre-paid or post paid? Integration to billing systems? We got it.

Another option is to create and sell pre-defined packages or plans.



Automatic email notifications

We offer several automatic email templates to engage the sellers and advertisers such as “Your account ran out of budget”, “your weekly campaigns status is here” etc.

You can decide which emails will be sent to your advertisers and what would they look like.



If there are still things that you want to change or develop we can do it. The platform is not an off-the-shelf software and our role is to be your tech partner for your ecommerce media plans and wildest dreams.


So, whether you think you know exactly what you want from your Sponsored Product Ads platform or you just want the best platform available out there – We are here for you.

And remember – It’s your store. It should be your rules!


About Mabaya

Mabaya offers a white-label self-service Sponsored Products Ads platform for online retailers and marketplaces that enables sellers and brands to bid in order to ensure their products are listed in premium locations in the online store.