AliExpress Express is a search promotion tool that focuses on keyword promotion, so the choice of keywords plays a vital role in the overall promotion effect. How to reasonably and quickly screen out high-quality keywords? The answer is to use the keyword tool of the Express Optimization Center. There are two entrances to the keyword tool. One is to directly click the “Add Keywords” button on the keyword page in the promotion plan to enter the keyword tool page; the other is to enter through “Optimization Tools” – “Keyword Tool”.
There are three channels for keyword selection in the keyword tool, namely, searching for keywords, searching for keywords by promoting products, and searching for keywords by business categories.
The keywords displayed in the three channels are related to products and some are not related to products. Regardless of the keywords in which channel, sellers need to carefully screen them based on keyword data, recommendation reasons, and the relevance of keywords to products.
1. Recommended reasons for keywords
The recommended reasons for keywords in the keyword selection tool are divided into four types: high traffic, high conversion, high order, and Xiaoer recommendation. The clicks generated by the keywords under each recommendation reason have corresponding characteristics. Combined with the characteristics of keywords summarized by website data analysis, it is used to characterize the characteristics of keywords and provide reference for adding keywords.
(1) High traffic recommendation reason, that is, keywords with high search volume by buyers on the entire AliExpress website or in the selected industry. Keywords with this recommendation reason are most searched by platform buyers, and the products promoted by this type of keywords will have more opportunities to be exposed.
(2) High conversion recommendation reason, that is, keywords that buyers are more willing to click after searching on the entire AliExpress website or in the selected industry. Products promoted by this type of keywords will receive more clicks, and the click-through rate and visitor data of the promoted products will be better.
(3) High order recommendation reason, that is, keywords that make buyers intend to place orders on the entire AliExpress website or in the selected industry. Products promoted by this type of keywords will receive better conversion rate data and are easier to place orders.
(4) Seller recommendation, that is, high-quality keywords recommended by the corresponding industry seller. This type of keyword is equivalent to high-quality keywords, and sellers can add it first.
2. Channels for selecting keywords
(1) Enter the core keywords of the product, keywords with a certain degree of relevance or a high degree of relevance in the search box. In the search results, some high-quality keywords that are highly relevant to the keywords searched by the seller will appear. When using this channel to select keywords, the keywords searched by the seller must be relevant to the product. For example, when promoting a dress, the seller is better off searching for keywords related to the dress or the attributes of the promoted product in the search box, such as dres, long dress, red dress, etc., rather than searching for keywords that are not related to the product, such as coat, jacket, jeans, etc.
The higher the relevance between the keywords entered in the search box and the product, the higher the relevance between the keywords and the product presented in the search results. On the keyword screening page, the seller can check the corresponding keyword recommendation reason, and the corresponding keyword recommendation reason will be displayed in the search results.
(2) Search for keywords by promoted product, that is, search by plan. Select keywords for the products in the established promotion plan. The displayed keywords are all related to the products in the plan. The system automatically screens and displays them according to the products in the promotion plan.
Click “Select Promotion Plan” on the Through Train keyword page. Sellers determine the promotion plan to which they need to add keywords. After selecting, the page will display keywords related to the products in the promotion plan.
When sellers search for keywords based on promoted products, they must select the correct promotion plan. Select the corresponding promotion plan for the product to which they need to add keywords. In the search for keywords based on promoted products channel, there is a display of promotion scores for keywords. The keyword promotion score displayed here is only a score prediction based on the system combined with the product. It is subject to the actual promotion score and is affected by the product’s promotion information and multiple dimensions of the product.
(3) Search for keywords based on business categories. When sellers search for keywords based on business categories, they must correctly select industry categories and be specific to subcategories. For example, if the keyword to be filtered is dress, then select the second-level category dress under the first-level category of women’s clothing.
Compared with searching for keywords based on search keywords and searching for keywords based on promoted products, the keywords filtered by sellers through searching for keywords based on business categories are more messy because they only display keywords based on the specific subcategories of the products. For example, in the dress category under women’s clothing products, there are long and short styles; there are business style, sexy style, casual style, etc. Therefore, when sellers look for words by business category, they must pay attention to the relevance of the displayed keywords and the promoted keywords. If the relevance is not high, the promotion effect will be greatly affected. For example, the product is a long dress, but the selected keyword is short dress. Buyers use the keyword long dress to search for products, which means that the buyer’s real purchasing intention is mainly long dresses, but the keywords of the short dress type are used, and the products promoted by the platform will also be displayed in the buyer’s search results. In this way, buyers will not click, let alone convert.
Sellers need to pay special attention to this point when looking for words through business categories. Even if the displayed keywords have a high relevance on the page, they need to be compared and judged in combination with the relevance of the product.
The above is the main explanation of the use of the through train keyword tool and the reasons for keyword recommendation. Different promotion plans are suitable for keywords with different recommended reasons to achieve different promotion purposes.