Why Product Listing Ad Campaigns Shouldn’t Just Focus On Top Sellers [2024 Study]

When it comes to running product listing ad campaigns for ecommerce shops, many marketers make the mistake of solely focusing on their top selling products. However, a recent study conducted in 2024 has shed light on the importance of diversifying ad campaigns to include a broader range of products. In this article, we’ll delve into the key findings of this study and explore why it’s crucial for ecommerce shops to rethink their approach to product listing ad campaigns.

The Pitfalls of Only Focusing on Top Sellers

It’s no secret that top selling products are key drivers of revenue for ecommerce shops. As a result, it’s tempting for marketers to allocate the majority of their ad budget towards promoting these products through product listing ads. However, this narrow focus can lead to several pitfalls that can ultimately hinder overall business growth.

Limiting Potential for New Product Discoveries

By only promoting top sellers, ecommerce shops risk limiting the potential for customers to discover new and lesser-known products. This can stifle the growth of these products and prevent them from gaining traction in the market. As the 2024 study revealed, diversifying ad campaigns to include a broader range of products can lead to increased exposure and discovery for these lesser-known items.

Overreliance on a Small Pool of Products

Relying solely on a handful of top selling products can also leave ecommerce shops vulnerable to market fluctuations and changes in consumer preferences. Diversifying ad campaigns to include a wider range of products can help mitigate this risk by spreading out the focus and attention across a larger product portfolio.

The Benefits of Diversifying Ad Campaigns

Now that we’ve highlighted the potential pitfalls of only focusing on top sellers, let’s explore the benefits of diversifying ad campaigns based on the findings of the 2024 study.

Increased Product Visibility and Exposure

One of the key findings of the study was that by diversifying ad campaigns, ecommerce shops were able to increase the visibility and exposure of a wider range of products. This led to a more balanced distribution of sales across the product portfolio and reduced the overreliance on top sellers.

Encouraging Product Discovery and Exploration

By showcasing a broader range of products through ad campaigns, ecommerce shops were able to encourage customers to explore and discover new items. This not only led to increased sales of these lesser-known products, but also fostered a sense of curiosity and excitement among customers.

Rethinking Your Approach to Product Listing Ad Campaigns

Based on the insights from the 2024 study, it’s clear that a shift in mindset is needed when it comes to running product listing ad campaigns for ecommerce shops. Instead of solely focusing on top sellers, marketers should consider diversifying their ad campaigns to include a wider range of products.

Implementing a Balanced Approach

A balanced approach to product listing ad campaigns involves allocating ad budget and resources across different product categories and segments. This can help create a more diverse and inclusive ad strategy that promotes the entire product portfolio, rather than just a select few items.

Testing and Iterating Campaign Strategies

It’s important for ecommerce shops to continuously test and iterate their ad campaign strategies to find the optimal balance between promoting top sellers and lesser-known products. This may involve A/B testing different ad creatives, targeting options, and bidding strategies to gauge the impact on overall sales and performance.


In conclusion, the 2024 study has highlighted the importance of diversifying product listing ad campaigns for ecommerce shops. By moving away from a sole focus on top sellers, marketers can unlock new opportunities for product discovery, sales distribution, and overall business growth. As the ecommerce landscape continues to evolve, it’s crucial for businesses to adapt their ad strategies to embrace a more inclusive and diverse approach to product promotion.