Optimizing your product ads is a critical aspect of building a successful eCommerce business.
In this definitive guide, we walk you through everything you need to know about product ads optimization and the point you should pay attention to on product listing.
From identifying your high-potential products to targeting specific audiences and improving your product visibility, this guide covers a wide range of strategies.
By the end of this guide, you'll have a deeper understanding of how to optimize your product listings and ads to drive sales and grow your business.
Minimizing the impact of faulty listings & ads
There are several things to keep in mind when using the platforms:
Problems can arise in feed-focused channels such as Performance Max (PMax), Facebook Catalog, Criteo, RTB, and Price Comparison when the operations team fails to intervene, resulting in a budget loss.
For example, some channels may display out-of-season products while others may display new-season products, leading to the initiation of new funnels with the wrong products.
If a customer adds a new season product to their cart and sees ads for out-of-season products while browsing a news site, they will not take action for the product in their cart because their interest is in the new season products.
Related reading: The ultimate guide for Performance Max (PMax)
Google Dynamic Search Ads (DSA)
DSA has different things to consider than feed-focused platforms. It is a type of ad that allows Google to decide which page to direct your customers to.
This can mean driving traffic to stock-out products, problematic pages like slow-loading ones, or pages that may not provide the best conversion for the customer.
For example, DSA may show a user searching for "thermos" on any page about thermoses instead of displaying thermoses in the thermos category.
This can lead to a customer choosing a product other than yours from among several options and leaving your site.
Therefore, you need to direct Google. To do this, you need to identify these products.
Ensuring high-performing products appear on all relevant channels
You may not be maximizing revenue from your high-performing products if they are not displayed on all of your advertising channels.
Your customers may have seen one of your products in an Instagram story ad and later searched for it on Google.
If the product you showed in the story does not appear in a Google Search, you may lose that customer.
To prevent your journey starting with your Instagram ad from ending up on your competitor's website, make sure your best-selling products are available on every platform.
Are paid ads coming to your stock-out or understock products?
As mentioned earlier, most advertising models now work intelligently.
Therefore, stock-out and understock products (products that do not meet the customer's demand) may be clicked by potential customers, leading to the loss of those customers.
In addition, there is another issue to keep in mind because not all ads only drive traffic to category pages.
Even if your product list pages are good, you may be wasting your budget on stock-out and understock products because individual products are displayed in ads.
Controlling low-converting but popular products
Not all of your products may be suitable for all potential customers.
For example, if you show a $50,000 watch in your ads to someone who can only spend $5,000 on a watch, they will most likely not buy that product.
This mistake will result in paying the ad platform for a customer who will not bring conversion.
Identifying high-potential products
Some of your products may have high conversion rates despite not being prominently featured on your product listings or advertising platforms.
This means that your next trending product may already be on your website.
How to highlight high-potential products?
You can move your low-traffic but high-converting products up on your product listings page, also feature them in your email campaigns.
To make it easier for potential customers to find these products, you can give them more visibility on your website's homepage.
Additionally, you can showcase these products in separate ad sets or new campaigns.
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