1. Priority ranking within the site
By bidding, merchants can purchase the foreign trade through train and obtain the top 5 positions on the search homepage (except for other resource positions, such as top booths, etc.), and 4 or 5 smart recommendation positions at the bottom of each page. Merchants’ products can obtain priority in ranking and obtain high exposure. The traffic of Alibaba International Station’s foreign trade through train accounts for more than 60% of the total traffic within the entire site. This shows that the status of the foreign trade through train is extremely important.
On the search homepage of Alibaba International Station, the product marked with “AD” in the lower right corner is P4P product.
2. Increase off-site traffic
In addition to obtaining a high ranking on Alibaba International Station and increasing product exposure, p4p products can also help divert traffic and increase off-site traffic, as shown in Figure 4-6. For example, P4P products on Alibaba International Station can be searched on mainstream websites such as Google and Facebook.
3. Set priority promotion products
The promotion form of the foreign trade through train is more targeted. For example, if a merchant sets the keyword acoustic guitar as “priority promotion”, when buyers search for acoustic guitar, the merchant’s designated products will appear first.
4. Accumulate store data quickly
After a large amount of exposure, the products promoted through P4P will also increase in clicks and feedback, and the weight of the entire platform will increase. The higher the store weight, the higher the product ranking.
5. Controllability
P4P promoted products are more controllable. By analyzing the store’s previous operating data, merchants can start or pause the entire account or a single keyword according to actual conditions. For example, merchants can set start or pause for the keyword acoustic guitar. When merchants need to start promotion for the selected keyword, they can select the start button; when merchants need to turn off the promotion mode, they can select the pause button.