Marketplaces

Preparing products for marketplace advertising

Before increasing traffic, check what a shopper will find: accurate images, clear product information, price, stock, delivery expectations and a workable purchase process. A campaign can reveal a weak listing or unavailable product, but it cannot resolve those problems by adding spend. The operating plan should connect the media team with the people responsible for the catalogue, promotions, inventory and customer service. Confirm seller eligibility and advertising options for the intended marketplace and market.

What the campaign plan needs

Use the brief to connect the media choice with the customer experience and the people responsible for delivery.

Catalogue and listing readiness

Check the products being promoted, variants, images, descriptions and stock. Identify which details need local adaptation or approval.

Campaign and promotion planning

Assign a role to the product range and offer. Coordinate the schedule with promotional periods, fulfilment capacity and any platform-specific requirements.

Commercial review

Agree how sales, advertising cost, discounts, fees and returns will be assessed. A rise in revenue is not sufficient on its own to establish profitable growth.

Measures that explain the shopping journey

Review product views, purchase conversion and advertising-attributed sales alongside total sales and commercial costs where available. Attribution windows and platform definitions can differ. Keep those definitions visible when comparing channels or marketplaces. Stockouts, price changes and delivery issues belong in the review because they can materially affect conversion.

Connect this channel with the wider plan

Compare its role with the other channels in your mix, the destination customers will use and the evidence needed for your next investment decision.