MCP · Bol ads
MCP for Bol advertising
Marktspan Ad Pilot MCP puts Bol.com Sponsored Products into Claude and ChatGPT. You ask about spend, campaigns, advertised EANs, search terms, and the change log. Numbers match the Ad Pilot screens. Contribution still comes from query_metric, so ACoS is never the only scoreboard.
Built for the weekly ads review
Most Bol ads conversations fail because the chat has a CSV and finance has a P&L. Here the assistant calls get_ad_overview for the account, get_campaigns for structure, get_ad_products for EAN mix, and query_metric when someone asks whether the spend contributed. NL and BE stay separate because list_connections issues different ids.
Read only on purpose
These tools cannot raise bids. Bid and budget writes stay in Ad Pilot and Mark with approval, the same control model operators already use. get_ad_activity shows what changed and who approved it, which is what a head of marketplace needs in an audit.
Keyword demand is a different catalog
Account search terms live on get_search_terms. Market wide Bol demand (no shop required) lives on search_keyword_demand and get_bol_search_term_trend. Mixing those two is how teams import Amazon assumptions. Keep them apart.
Ad Pilot functions
Requires Scale. Pass bol_account_id from list_connections. Default lookback is 30 days.
| Tool | Plan | What it returns | Example ask |
|---|---|---|---|
| list_ad_pilot | Scale+ | Lists Bol Sponsored Products tools for a connected account. | What Ad Pilot tools can I call? |
| get_ad_overview | Scale+ | Spend, ad revenue, ACoS, ROAS, clicks, impressions, conversions. | How did Bol ads perform in the last 30 days? |
| get_campaigns | Scale+ | Each campaign with spend, ACoS, CTR, status, and type. | List enabled campaigns sorted by spend. |
| get_ad_products | Scale+ | EAN level spend, revenue, ACoS, plus title, brand, and stock when available. | Which advertised EANs have ACoS above contribution room? |
| get_search_terms | Scale+ | Search term performance: clicks, conversions, cost, ad revenue, ACoS. | Show search terms that spent without converting. |
| get_keywords | Scale+ | Tracked and ads keywords with volume, listings, and average winning bid. | Which of my keywords have rising volume and a high winning bid? |
| get_ad_categories | Scale+ | Ad spend rolled up by product category, optional brand times category. | Where does ad spend sit by category this month? |
| get_ad_insights | Scale+ | Ad Pilot and Pulse headlines with severity and metric impact. | What ad insights should I read before the weekly review? |
| get_ad_activity | Scale+ | Bid and budget change audit plus agent proposals. | What bid changes landed this week, and who approved them? |
Use cases
Cut waste before you cut budget
Ask for search terms with cost and zero conversions. Confirm the campaign is still harvesting, not launching. Check stock on the advertised EAN with get_ad_products. Then decide. Pausing a launch campaign because Tuesday was noisy is how teams stall learning.
Defend contribution, not a 22 percent ACoS target
Three EANs can share a blended ACoS while only one still contributes after commission, returns, and LVB. get_ad_products plus query_metric on those EANs is the review. The operating move is SKU level.
FAQ
- Can ChatGPT optimize my Bol ads through MCP?
- It can diagnose spend, ACoS, search terms, and contribution. It cannot push bids through these tools. Writes stay approved in Ad Pilot or Mark.
- Is this the Bol Advertising API in a chat window?
- No. It is the Ad Pilot dataset after ingest, the same grain as /app/ad-pilot, plus governed P&L tools.
- Do I need a connected Bol account?
- Yes for Ad Pilot tools. Market wide keyword demand does not need your shop. That lives under market intel.
- How do I keep NL and BE apart?
- Call list_connections. Pass the connection_id that matches the country you mean.
- Which plan includes this?
- Scale or above for Ad Pilot MCP. Start includes commercial metrics and keyword research.
Review Bol ads in the assistant, keep approvals in Ad Pilot
Ask for a walkthrough on your Bol NL or BE account.