P4P is a precision online marketing service that pays per click. It displays products on the path of buyers’ search or browsing by giving priority to recommendation. P4P is one of the most cost-effective marketing tools currently used by merchants. Currently, P4P has multiple service types. Each marketing promotion plan has an independent budget and different focuses. Merchants can choose according to their needs. Generally speaking, P4P can be divided into search promotion and recommendation promotion according to the promotion method.
1. Search promotion
Search promotion refers to the recommendation method of displaying products directly on the search results page when buyers search for keywords in the search box. It includes conventional marketing, product marketing, buyer traffic diversion and other categories.
(1) Conventional marketing.
Conventional marketing provides keyword and targeted basic marketing capabilities, including targeted promotion, rapid traffic diversion, and keyword promotion. The three conventional marketing methods are currently used more by merchants.
(2) Product marketing. Product marketing is a marketing tool based on the “product” perspective to achieve new product growth, product testing, and hot-selling promotion. Product marketing sets specific marketing scenarios for the product life cycle. According to data from Alibaba International Station, 90% of newly released products have 0 visits within 7 days. If you want to promote the growth of new products, test products and styles, and quickly promote products, you can make reasonable use of P4P’s product marketing plan. The specific operation steps include three steps: product initial screening, style testing, and hot-selling promotion. First, a series of products that have been initially screened can be added to the new product growth plan, and with the help of P4P resources, more buyers can see the new products. Secondly, when the new product has accumulated a certain amount of data, optimize and adjust the product, and add the product to the marketing plan for testing products and styles, test the style, and select products based on data precipitation. Finally, add products with market feedback effects to the marketing plan for hot-selling promotion, guide the website’s high-quality traffic to the product, and maximize the effect.
(3) Buyer traffic.
Buyer diversion is to take the initiative from the perspective of growth, using the latest industry trends and blue ocean markets to seize the industry’s growth points, including trend stars, preferred crowd diversion, and new buyer diversion.
Trend stars are based on the authoritative data of industry purchases, based on the performance of the site, buyer preferences, search data, and off-site googletrends data, integrated into a visual list to let merchants understand the current category direction and trend. The system can automatically select products that meet the current trend. Merchants can set up marketing promotions independently according to marketing needs to seize the latest business opportunities in the industry. Preferred crowd diversion is based on data analysis of the identity characteristics, category preferences, traffic sources, purchase intention preferences, keyword preferences, website behavior characteristics, product preferences, regional preferences and other specific dimensions in the buyer’s portrait, combined with the category selected by the buyer to generate a preferred buyer group. The algorithm corresponds to the preference characteristics of the preferred group and generates a marketing promotion plan recommended for the corresponding group. The preferred group can be targeted and accurately screened according to the industry group, and the buyer hit probability is more than 50% higher than other plans, which can help merchants find the buyers they really need.
New buyer traffic generation is a way to expand the source of store traffic based on new customers and accurate traffic generation.