Don’t Let It Run on Autopilot: How to Maximize ROI on Third-Party Marketplace Listings

Don’t Let It Run on Autopilot: How to Maximize ROI on Third-Party Marketplace Listings

In the competitive world of life science marketing, third-party directories and marketplaces can play a pivotal role in getting your products in front of researchers actively searching for solutions. These platforms connect you with a highly coveted audience—scientists searching for products to support their research. It’s one of the few digital environments where buyers are already in decision-making mode, making every impression count. But, if your listings run on autopilot, you’re likely leaving significant value on the table.

At Aurora Biomarketing, we’ve seen it time and again: companies invest in platform presence, set up listings, maybe even sponsor a few categories—and then… nothing. No regular check-ins. No data reviews. No regular content updates. That’s a recipe for underperformance.

Here’s why that’s a problem—and what you can do about it.

🚨 The Dangers of “Set It and Forget It”

Third-party platforms are not static environments. They evolve. Algorithms shift. Competitors update their listings. New products flood the space. If you’re not actively managing your presence, your listings can fade into the background—reducing visibility, engagement, and the return you should be getting from your spend.

Here’s what can go wrong when your listings are left unattended:

• Trust erosion: Outdated listings, broken links, or incomplete product details signal neglect. When researchers encounter stale or inaccurate information, confidence and engagement drop.
• Wasted budget: If you’re not actively monitoring and adjusting your sponsored bids, you may be overpaying for low-priority placements or underbidding where visibility matters most. Regular bid reviews ensure your spending supports your strategic product and category priorities.
• Missed opportunities: Lack of follow-up on “Request a Quote” leads can result in lost sales. When inquiries go unanswered—or are delayed—interested prospects lose momentum and move on. Timely, consistent lead follow-up is essential to conversion success.
• No accountability: Without proper URL tracking, you can’t prove ROI—or improve it.

🎯 Optimization Is Not Optional—It’s a Growth Lever

If you’re investing in third-party platforms, optimization isn’t just a best practice—it’s a requirement for growth. Active, ongoing management turns passive spend into strategic Performance. Here’s how optimization directly addresses the most common pitfalls:

• Maintain credibility with up-to-date listings. Regularly refreshing product content, links, and documentation ensures that your listings build trust and reflect your brand’s current offerings—helping researchers confidently engage.
• Make your budget work smarter. Ongoing bid monitoring allows you to reallocate spending based on performance and strategic priorities, avoiding overpayment for low-value placements and maximizing exposure where it counts.
• Turn leads into revenue with intentional follow-up. Implement a lead-handling system that quickly addresses every “Request a Quote” or inquiry—so interest transforms into action, not lost opportunities.
• Track what matters—and prove ROI. With UTM tagging and Google Analytics in place, you’ll know exactly which platforms deliver value and where to focus your efforts for continued growth.

💡 Tips for Working with Third-Party Marketplace Providers

If you’re managing listings—or planning to—here are 5 practical tips to make the most of your marketplace presence:

1. Request and Review Data Regularly

Don’t wait for quarterly reports. Proactively ask for performance data that tracks what is below, at a minimum:

• Impressions
• Click-through rates (CTR)
• Leads generated
• Cost-per-click (CPC), if applicable

Don’t be afraid to ask your provider for more data, detailed analysis, and recommendations on improving your data quality in a way that will have an impact on their algorithm.

2. Keep Your Listings Fresh

Update product descriptions, images, and downloadable content regularly. Old data doesn’t inspire trust, and platforms often reward freshness with better visibility. Find out how long it will take for the platform provider to update your listings and consider that for planning purposes.

3. Review and Optimize Sponsored Bids

Sponsored placements need ongoing attention to perform well. Ask your platform reps for benchmark CPC ranges, top-performing categories, and recommended bid levels based on your target product types. Ensure your bids are aligned with high-priority listings and not overspending on low-impact categories.

4. Track What You Can—And Build Around It

We know sales attribution is uniquely challenging in the life sciences market due to the fragmented nature of purchasing and decision-making. Still, there’s a lot you can measure—if your tracking is set up correctly.

Use UTM parameters and Google Analytics to monitor net new visitors, time on site, cart completions, and engagement with key content. Set up dashboards to compare these metrics across platforms to see which channels drive meaningful activity.

Also, use the data provided by platform partners—particularly any institution-level sales or lead data they can share. It may require manual cross-referencing, but it’s often the key to identifying which listings truly contribute to pipeline and revenue.

5. Maintain an Optimization Schedule

Create a simple cadence:

• Monthly or quarterly review of listing performance
• Data check-ins with platform reps
• Regular sponsored bid review and optimization
• Annual strategic planning aligned with your product roadmap

💬 Final Thought

Third-party platforms offer direct access to in-market scientific buyers—but only if you treat them as strategic assets, not passive listings. Don’t set it and forget it. Don’t settle for surface-level metrics. And above all, don’t confuse being listed with being optimized.

Optimize continuously, measure everything, and treat your listings as high-impact assets.

👋 Need Help? That’s What We’re Here For.

If your third-party listings are active but running without strategic oversight, Aurora Biomarketing’s Platform Performance Optimization Service can help you turn them into high-performing, ROI-driven assets. We assess your current presence, audit your data and performance, and deliver platform-specific strategies to maximize engagement and ROI.
And yes—if you want to take it in-house long term, we’ll train your team to manage it like pros.

Interested in enhancing your platform performance? Let’s schedule a conversation.