Maintaining a listing to keep it competitive is an ongoing process. Similarly, optimization is not a one-time task where you can optimize a listing once and move on. You continuously need to track keyword performance and adjust and adapt your optimization strategy to be on top of your game.
All this ongoing work becomes too much when you have to oversee multiple listings across different client portfolios.
However, you can drastically cut down on this work by using easy-to-use automation tools.
A good optimization regimen always entails a strong feedback mechanism where you track keyword performance and change your listing content and PPC maneuvers accordingly. Suppose you have optimized a client’s listing for a list of top relevant keywords and now want to see how the listing has done against those keywords.
Let’s expand on the data points and values you see here.
The Position Change parameter is the key performance indicator here. By looking at this data point, you can see for which keywords your client’s listing is doing well and where you need to replace the keywords or change their position in the listing to get better results.
Once you enter an ASIN in the Keyword Tracker, ZonGuru automates the performance tracking for you. This means you can come back whenever you want and see how your client’s listing is faring for the given set of keywords.
It is also important to mention here that you’re not bound to track the performance of a listing only for the top ten most relevant keywords. If you have used a keyword list from the KWOF session in your optimization work and want to see how a client’s listing is performing for those keywords, you can use Keyword Tracker for that.
You can track the performance of up to 50 keywords of your client’s listing by synching Keywords on Fire with Keyword Tracker.
Keep an Eye on Competitors’ Keyword Performance
You can also use this tool to track the performance of keywords used by the competitors of your client. Just repeat the same steps as outlined above and put competitor ASINs in the Keyword tracker. You can see the performance of competitor listings for the last 30 days for the most relevant keywords.
This way you can find the keywords for which competitors are gaining and losing ground. You may need to modify the optimization and PPC strategy for your client’s listing in light of this insight.
In an ideal world, once a listing goes online, it shouldn’t need continuous oversight. However, we don’t live in such a world and therefore it is essential to constantly monitor a listing for unintended changes.
For instance, it is common for a listing to go through dimension, weight, and category changes that are not initiated by the seller. These changes are not trivial because they can increase fulfillment, storage, and referral fees and subsequently the COGS (Cost of Goods Sold).
Manually keeping tabs on those changes can be pretty cumbersome if you manage numerous listings for multiple sellers.
But you can get around this overwork by using an intuitive and easy-to-use listing monitoring tool.
There are 15 parameters for which Product Pulse monitors a listing. The Latest Change column shows you the date at which a modification to the corresponding value (price, status, ratings, etc) has occurred. Then, there are Old and New Value columns to show you the degree of change.
The second-last column Notify Me on Changes consists of checkboxes. If you want to get notified about a certain event change, you can check the corresponding box. Select all (by checking on Notify Me on Changes at the top) to get notifications for all the event changes. The last column Show on Graphs synchronizes the product pulse data points with ZonGuru’s Business Dashboard.
Let’s see how Product Pulse can make your listing monitoring extremely hands-on.
Suppose Amazon changes the dimension and weight of your client’s product in its record.
These changes will be detected by Product Pulse. Subsequently, you will get an email notification about those changes. You can also see the listing changes detected by Product Pulse on the Business Dashboard.
If any of the changes are not intentional, you can immediately open the case with Seller Support to look into those deviations. Similarly, if any of the active listing gets suppressed for any reason, you will be promptly notified instead of finding it out through reduced traffic on the listing and stalled sales.
In short, you can find out about any unwanted change to any of the client’s listings right away and escalate the issue with Seller Support.
On top of that, you can keep tabs on multiple listings from different clients through a single-window/interface.
Then, you can take a glance at any listing and its changes within seconds by clicking on the eye button. With email notification, you can find out about the critical changes (status, weight, dimension, product category) without even opening the tool.
This seamless automated listing monitoring can free up many of your working hours that you otherwise invest in manually overseeing every listing for any key changes.
For good listing maintenance, you also need to keep a close eye on competitors’ listings. You can deploy the same automated monitoring regimen of Product Pulse for that reconnaissance.
Put competitor ASINs in Product Pulse’s search bar to see if their listing undergoes any key changes.
When analyzing competitor listings, you only need to focus on a couple of event changes. For instance, keep tabs on Price, Title, Bullets, Description, and Backend Keywords. For instance, price changes show if a competitor is trying to undercut other sellers. Moreover, changes in Title, Bullets, Description, and Backend Keywords suggest that competitors might have modified their keyword strategy (added or removed keywords).
To sum it up, you can set up a very proactive monitoring regimen for your client and their competitor listings through a single tool. And what’s more, you don’t need to be there all the time for Product Pulse to work. Once you set the ASINs you want to monitor, Product Pulse will automate the entire process for you.
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