Top Sponsor Listing is a brand marketing tool provided by Alibaba International Station. It can display products related to the purchase keywords in the first place of search results, with an exclusive crown logo and the words “Top sponsor listing”.
Top Sponsor Listing is a CPT product that integrates “brand + search + recommendation advertising value functions”. At the demand initiation end, buyers are accurately matched through direct search by buyers and intelligent push of word packages, and then differentiated buyer minds are shaped through various forms such as first display, crown logo, classic background color, main product dynamic effects, etc. In addition, secondary marketing can be achieved through re-viewing and re-flash (currently re-viewing is a bonus for purchasing Top Sponsor Listing) to achieve the purpose of intelligent customer lock-in.
Top Sponsor Listing can act on multiple steps of the buyer’s decision-making path to strengthen brand mind implantation. First, when buyers search for the first time, dynamic effects can be used to attract attention and arouse buyers’ interest, thereby increasing click-through conversion rate and increasing buyers’ browsing time. Secondly, when buyers click to browse content, multi-product joint exhibitions can be adopted to increase the number of times buyers browse products, increase multi-product exposure and total clicks. Finally, when buyers are thinking about making a decision for the second time, you can use the look back and flash back to prompt buyers to make a decision, create a marketing closed loop, and increase the chance of secondary conversion.
Brand direct includes three aspects: search association, search first place, and search direct. Search association means that when buyers search for brand words or brand words + category words, the search drop-down box will show the association function of “corporate logo + brand words + Official Store”. After the buyer clicks on this association function, he will go directly to the store homepage; search first place means that when buyers search for brand words or brand words + category words, the brand appears in the first place in the search: search direct means that when buyers search for company names, they can go directly to the store homepage without going through the search results page. The company name can be viewed on the brand direct homepage.
For buyers who have brand awareness, brand direct can enhance brand tone and buyer trust. At present, brand direct is only given away and not sold. Users who purchase the whole package of advertising brand solutions are specially invited. If the amount of the overall solution meets the requirements and the R mark meets the requirements, they can get the system “brand direct gift”. Brand package sales amount requirements: whole package pricing > 350,000 yuan.