1. Budget setting
When opening the foreign trade through train, you should first set the budget for P4P. Click the “Marketing Center” → “Foreign Trade Through Train” – “Keyword Promotion” command to open the “Keyword Promotion” page. First, turn on the P4P keyword promotion status and set the “Today’s Budget”. The background of the international station stipulates that the daily budget must be greater than or equal to 80 yuan. For example, according to the merchant’s budget, we set P4P’s “Today’s Budget” to 300 yuan, indicating that P4P’s today’s consumption budget is not higher than 300 yuan, as shown in Figure 4-9. It is also recommended to turn on the intelligent “weekly budget” to intelligently allocate a week’s budget. If the weekly budget remains unchanged, more traffic will be obtained.
2. Participate in extended matching settings
Click “Marketing Center”-“Foreign Trade Express”→”My Marketing Account”-“Account Settings”-“Participate in Extended Matching Settings” command to open the “Participate in Extended Matching Settings” page, where you can set up participation in extended matching. You can choose to turn on or off extended matching settings based on the characteristics of the merchant’s products.
Setting up participation in extended matching can enable merchants to obtain extensive traffic. In the early stages of using P4P for promotion, this setting can be turned on. For example, if the promotion keyword is lady dress, when customers search for casual lady dress or other keywords related to lady dress, the system will identify it as a related word product, and the product will be displayed. Therefore, merchants can turn on “Participate in Extended Matching Settings” when attracting traffic in the early stages. Especially when the product category is narrow, the P4P keywords are few, and the exposure is low, it is recommended that merchants turn on “Participate in Extended Matching Settings”. After “Participate in Extended Matching Settings” is turned on, it will take effect the next day (China time).
Because participating in extended matching has the disadvantage of inaccurate traffic and thus inaccurate click volume, it is recommended to cancel the participation in extended matching settings when the merchant has a stable control over the keywords.
3. Multi-language site delivery settings
Click “Marketing Center”-“Foreign Trade Express”-“My Marketing Account”→”Account Settings”→”Set up participation in multi-language site delivery” command to open the “Set up participation in multi-language site delivery” page. In the P4P settings, check the corresponding multi-language site, the system will automatically translate and promote the product on the multi-language site. At present, the system supports the delivery of 17 multi-language sites.
In order to better broaden the merchant’s promotion channels and improve the promotion effect, you can try to deliver P4P on multi-language sites. Merchants can choose language markets and set target groups in a targeted manner according to their target markets to promote products to the greatest extent.
4. Multi-regional delivery settings
When the merchant’s P4P level reaches LV4, they can use the multi-regional delivery function, which is an exclusive benefit for LV4 users. Click “Marketing Center” → “Foreign Trade Express” → “My Marketing Account” → “Account Settings” → “Multi-regional Delivery Settings” command to open the “Multi-regional Delivery Settings” page and turn on the multi-regional delivery function. Merchants can choose the target delivery area
In the early stage, merchants can do some market research, select the hot-selling products in the target market, and then promote a certain product through P4P settings to create a hot product for the store. The regional delivery on Alibaba International Station is a filtering logic, so unselected areas will no longer be delivered.
5. Time-divided delivery settings
National station time-divided delivery is also an exclusive benefit for LV4 users. Click “Marketing Center” → “Foreign Trade Express” → “My Marketing Account” → “Account Settings” → “Time-divided Delivery Settings” command.
The time-divided delivery settings will take effect the next day (China time). Merchants can set the delivery time of P4P promotion based on the number of customer inquiries in the previous month and the time activity of TM inquiry data, or based on the working hours of the selected target market, which is more conducive to merchants attracting more customers.