Why Are My Sales Ads Underperforming?

Sales ads usually underperform because of the product feed rather than the campaign settings — titles, attributes, categorisation and missing margin data all limit what the platform can do. In e-commerce advertising the product feed determines what can be shown, to whom and at what relevance. It sits inside the website, is maintained by whoever built the store, and is optimised by whoever runs the campaigns — usually two different companies.

Web to Spec maintains feeds and catalogue structure as part of the marketing programme rather than as a development task, because the two decisions are in practice one decision.

How Web to Spec manages feeds

• Titles and attributes written for search matching rather than for the catalogue.
• Categorisation aligned with how demand is actually expressed.
• Availability and pricing synchronised reliably enough to avoid disapprovals.
• Margin data present, so Web to Spec can optimise toward profitable products.

Why feeds are usually neglected

The last point separates accounts that grow revenue from accounts that grow profit. Without margin data, optimisation reliably favours high-volume, low-margin products.

In Tomika's account, managed by Web to Spec, feed and campaign work together produced 2.5 times more completed orders across two months with cost per order down 11.02%. MyFoods had every product line running through the same undifferentiated communication. Web to Spec split them into dedicated Sales campaigns so each could optimise on its own purchase data, and average monthly orders rose 492%.