Generally speaking, we call zombie products those that have not generated any movement in a certain period. We usually review the last 7-30 days, but it will depend on the total volume of impressions and clicks that we have on average in a day, as well as the total number of referrals. To determine whether or not there is movement, we mainly take into account two metrics: impressions and clicks.
Imagine that in the last 30 days, 50% of your catalog has not generated any impressions. It is worth being alert and working to reverse this, right?
Why a product can become a zombie
The fact that a product has not generated clicks or impressions for 30 days does not necessarily mean that this is bad. The first thing we must take into account is that if we have a high catalogue turnover, those bangladesh business email database products that do not generate movement may be new, have been in the catalogue for a couple of days and, therefore, have not had enough time to generate any type of activity.
What we should be concerned about is when a product generates impressions but no clicks . What could be the cause? Having a bad CTR or not generating clicks on Google Shopping can have several causes:
We are not competitive in price , so the click goes to other sellers with a better price.
We are appearing for little relevant searches , we should review titles and descriptions and make sure they are consistent for the product
The product photo does not correspond or is of no quality, so the user understands that our product is not relevant to the search they made.
Of course, it is also alarming not to have impressions on products with a history, that have been in our feed for a while or that have traditionally performed well.