How Poorly Optimized Product Listings Hurt You

Mar 18, 2021 | Uncategorized

If your product listings aren’t finding the right audience, you’re losing money. Read on to learn how Liazon Marketing can optimize your listings and boost sales.

Running Auto Campaign is the recommended campaign strategy for anyone wanting to start their Amazon advertising journey. However, not understanding how to utilize and implement this campaign properly often leads to many sellers’ using a non-profitable set-up. In short: their product listings lose money instead of making it

The objective of Auto Campaigns is to compile Amazon data based on its evaluation of your product. The Amazon algorithm does this by analyzing your product listings. This includes front end and back end in Seller Central, your browser node, and refinement funnel. From this information, Amazon displays your product based on the search terms they think best reflects it. However, anyone managing your PPC has little or no control over which keywords Amazon will consider when targeting your audiences.

Now, let’s delve deeper so that we can reap the benefits. 

How Amazon’s PPC Works With Product Listings

It’s not uncommon that many sellers find their Auto Campaign outcome quite devastating when analyzing its search terms. It can produce many unrelated keywords along with ASINs to target.

In its evaluation phase, the A10 algorithm analyzes the product pages using unexposed internal metrics to categorize the product. This evaluation decides how to pair your product’s likeness to Display Ads. The popular understanding is that Amazon’s algorithm accounts for Titles, Bullet Points, Descriptions, and Backend Keywords chronologically during their evaluation. However, years of research revealed additional metrics used to evaluate and develop automatic PPC suggestions. 

At Liazon Marketing, our experts have research-oriented metrics that help us minimize cost run more accurate and successful Auto Campaigns.

Associated Uncertainty with PPC Advertising

As mentioned earlier, the apparent problem with running Auto Campaigns is that you don’t have enough control. Amazon automatically defines the search terms based on its product evaluation, However, these search terms may not be profitable.

Furthermore, uneducated bid decisions can produce inconsistent data that doesn’t match or fulfill the campaign creation objectives. It makes keyword profitability difficult as it triggers almost all search terms..

Hidden PPC Opportunities With Product Listings

Running an objective-based Auto Campaign can bring a significant change in the PPC maintenance aspect. Once implemented, our PPC experts can see whether your listing is fully optimized. We then use this analysis to make appropriate changes. Furthermore, it will enable us to recognize the best-matched product targeting options to run further manual campaigns. In other words, if your listing is not appropriately optimized your auto PPC will underperform. You will get skewed suggestions with high impressions, low conversions, and a high ACOS. 

At Liazon Marketing, the Listing Optimization team works directly with the PPC team. Together they follow a data-driven, methodological approach to create a sustainable relationship between your product listing and the PPC Campaign. Contact us today and see how we can get your listings and campaigns optimized–and save you money.