AliExpress Pay for Performance, also known as P4P, is a global online promotion service of the AliExpress platform. It allows the store’s products to be ranked and displayed in the golden position of multiple keywords for free. Only when the buyer is interested in the product and clicks to learn more about it, the system will deduct the fee for this click, that is, pay per click. Of course, the clicks here are clicks from overseas IP addresses, and clicks from domestic peers are free. If the buyer only browses and does not click to view the product, no fee will be deducted. This function is used to help sellers quickly and accurately locate overseas buyers and expand product marketing channels.
Through the Pay for Performance service, sellers can test and select keywords with high commercial value, many potential buyers, and high cost-effectiveness in a targeted manner, and display the products in the core display position under the keyword, so as to attract buyers’ attention, improve accurate traffic, transaction conversion rate and increase the number of orders.
1. Through-Train Rules
(1) Through-Train Display Rules
Through keyword search, products promoted using Through-Train keywords will appear in specific locations on the search results page, specifically in the four Chinese Good Sellers Zone booths 12, 20, 28, and 36 on the first page, five search promotion zones 8, 16, 24, 32, and 40 on the second page, and the smart recommendation position at the bottom of the search page.
(2) Sorting Rules
Through-Train product ranking is mainly affected by two factors (i.e., promotion score and bid). Among them, promotion score plays a key role in the overall ranking, which is mainly considered through four factors, namely, product information quality, product and keyword matching, product score and store score. There are two types of promotion scores: excellent and good. If a product wants to appear in the Through-Train display position on the main search page, then the promotion score must be excellent, supplemented by a more competitive bid. If the promotion score is good, it will not appear in the display position even if the bid is high. At the same time, the display position will be updated in real time according to the score and bid.
2. Usage of Through Train
Sellers who use Through Train for marketing and promotion should choose the appropriate usage according to the specific purpose. The commonly used methods are as follows.
(1) Use Through Train to effectively test products. When you encounter similar products and don’t know which one to focus on, you can use Through Train to quickly promote products. The budget at this stage cannot be too small, otherwise the traffic base is too small to be used as a reference.
(2) Discover operational problems through data. Through the background data of Through Train, if there are few excellent keywords that can match the product or an alarm mark is displayed, it means that the quality of the link product listing is not good and it needs to be optimized and re-listed immediately, so as to achieve the purpose of testing the quality of product listing.
(3) Bid for excellent keywords. Precise keywords suggest that excellent keywords bid to the front. These keywords have strong purchasing power and high conversion rate, so they are used.
(4) Avoid peak bidding periods. It is best to avoid peak bidding periods for direct train promotions, especially a few hours after Pacific time, when the click price will not be too high compared to peers.
(5) Make long-term plans and promote step by step. The budget for key plans should have an increase plan. If the conversion rate can be maintained, the budget can be increased. Quantitative changes lead to qualitative changes, and the natural ranking of products will also rise.