How to optimize the recommendation promotion and rating of Alibaba International Station

Recommendation promotion strategies are increasingly attracting attention on Alibaba International Station. They are designed to accurately push merchants’ products to potential buyers based on the logic of “products find people”. This strategy includes search crowd remarketing and marketing targeting high-value segments of the industry. Among them, search group remarketing focuses on targeting users with historical search behaviors, while high-value groups cover related searches triggered by industry hot search terms and brand words. This change means that the marketing strategy of merchants needs to change from the previous “people looking for goods” to “goods looking for people”, and promotion plans should be optimized according to the behavioral habits of buyers.

Advantages of recommendation promotion

1. Multiple recommendation channels: Recommended ads cover the core recommendation channels of Alibaba International Station, such as Guess You Like, cross-store recommendations, etc., adapting to the trend of global mobile Internet traffic accounting for 67% , which meets the “shopping” needs of buyers.

2. Affordable: Compared with search advertising, the cost of recommendation advertising is relatively low. From the end of 2017 to the end of 2019, the traffic of recommendation scenarios increased by 366%. At the same time, the average click cost of recommended ads dropped by 15.81% compared with search ads.

3. Precise targeting of crowd tags: Recommended ads focus on crowd tags, providing multiple types of crowd targeting services to cover high-value users who have been related to products. For example, remarket to people who have searched, clicked, and purchased related products.

4. Improve conversion rate: Through the dual-engine strategy of “search + recommendation”, recommended ads can reach many potential buyers and significantly increase the conversion rate of product inquiries.

The importance of promotion ratings

In Alibaba International Station, promotion rating is one of the important factors affecting product ranking and display area. Promotion scores are displayed in the form of 0 to 5 stars, involving the relevance of keywords and products and the quality of product information. The impact of promotion scores on products is mainly reflected in the following aspects:

• 0-star keywords: Unable to enter the homepage, lack of estimated ranking and promotion effect.
• 1–2 star keywords: The relevance is poor and cannot effectively match the displayed products.
• 3-star keywords: It is necessary to increase the bid to improve the ranking, but the ranking is dynamically updated.

Strategies for optimizing promotion ratings

In order to improve the promotion score of keywords, merchants can adopt the following strategies:

1. Improve text and category match: Keywords should match product titles, images, and descriptions to improve text match. At the same time, ensure the relevance of the selected categories and promotional keywords to optimize search rankings.

2. Re-post the product: For keywords with promotion scores of 0–3 stars, merchants need to re-post the product to improve the completeness and relevance of the information. It is crucial to choose the main keywords to publish effective products.

3. Improve product click-through rate: For 4-5 star keywords, the click-through rate directly affects the promotion score, and optimizing the click-through rate is an important method to improve keyword performance.

Through meticulous strategic optimization, merchants can effectively improve the promotion effect on Alibaba International Station and capture more potential customers.