Listing guide

Converting below the market? Fix the listing before the bids.

If shoppers click your ad but buy less often than they buy similar products, changing bids won’t fix it. More spend just buys more clicks that don’t turn into orders. The fix is on the listing. Start with these four.

Illustration: a product’s conversion rate running 4.5 points below the market.

How to tell

Pulse Pilot compares each product’s conversion rate with how the market converts for that product. If you’re below the market, the ad did its job and got the click. The listing lost the sale.

Pulse Pilot’s Conversion vs market view, showing three products converting below the market.

What it looks like in Pulse Pilot: products in red convert below the market.

1 · Price

Check your price against the shelf

Search your main keyword and look at page one. If you’re priced well above similar products with similar ratings, shoppers compare and leave. Test a coupon or a small price change before you touch bids.

2 · Bundles

Offer the pack size shoppers want

If competitors sell 2-packs or 4-packs, a single unit can look expensive. A multipack can win the price-per-unit comparison without cutting your margin.

3 · Images

Win the first three seconds

Your main image wins the click. The rest win the sale. Show scale, show the product in use, and answer the top buyer question in an infographic.

4 · Content

Answer objections before they ask

Your title, bullets and A+ content should cover size, fit, compatibility, quality and what’s in the box. Read your 1 to 3 star reviews: they’re the questions your listing isn’t answering yet.

When bids become the right lever again

Once a product converts at or above the market, the listing isn’t holding it back, and bidding and targeting are what move results. That’s the work Pulse Pilot does, in Pilot with your own rules or in Autopilot with your goals.