Through Train is a platform that allows sellers’ products to be displayed at the top of the search results page through bidding ranking. The charging rules are that when buyers click on the displayed promoted products, sellers need to pay a certain promotion fee. It is similar to the common pay-per-click advertising in browsers.
Through Train on AliExpress is displayed on the right and bottom of the search results. These two positions are the most attractive to buyers.
(1) Promotion area on the right: When buyers search or browse by category, the right area of each page of the result list can display up to 5 Through Train products at the same time.
(2) Promotion area at the bottom: When buyers search or browse by category, the bottom area of each page of the result list can display up to 4 Through Train products at the same time.
Therefore, when creating hot products and accumulating buyer resources, Through Train can be effectively used to indirectly increase the exposure of the store and improve the overall performance of the store.
So what are the Through Train ranking rules that sellers care about?
The ranking of the through train is mainly affected by two factors, namely the promotion score and the keyword bid. Among them, the promotion score plays a key role in the overall ranking. It is mainly considered through four factors, namely the quality of product information, the matching of products and keywords, the product score and the store score. The higher the promotion score, the lower the actual click deduction will be, so the focus of the seller is still the quality of the product itself. According to the deduction rules of the through train, the system will filter invalid clicks and malicious clicks in real time through many identification methods and prevention mechanisms, so the actual deduction is less than or equal to the amount given by the seller.
There are two promotion methods for the through train on AliExpress, one is the key promotion plan and the other is the fast promotion plan. These two methods have their own advantages and both have the function of automatic product selection. Sellers can choose the appropriate method according to their own marketing purposes such as creating hot products and launching new products.
The steps for creating a new key promotion plan are “select products – add keywords – select bidding methods – save plans”. One “promotion unit” can only select one product. For the management and optimization of key promotion plans, the platform provides sellers with unique creative main pictures and creative titles.
The difference between the fast promotion plan and the key promotion plan is that a “promotion unit” can select 100 products, and has the functions of batch selection and batch bidding. The management of the fast promotion plan mainly focuses on “keywords” and “products”. The “product” option can “start”, “pause” and “remove” the products in the promotion plan.
The data reports provided by AliExpress Express to sellers include account reports, product reports, keyword reports, and operation records. Sellers can view data by filtering dimensions such as plan type and time period, including exposure, clicks, spending and average click spending. During the promotion process, sellers can understand the promotion and drainage effect by viewing the keyword report; the account report will also provide a certain reference for keyword optimization to help sellers adjust the promotion plan in time to achieve better promotion results.