[Background of the problem]
Foreign Trade Express (Pay For Performance) is a new online promotion method for Alibaba member companies to display product information for free by setting multi-dimensional keywords by themselves, attracting potential buyers through a large amount of exposure, and paying by click. Opening the Foreign Trade Express can bring traffic to products and improve the ranking of products on the main site page. It also has the functions of free display and click deduction, and makes multi-dimensional products visible to buyers through the “casting net mode”. Liu Ming needs to seriously study the rules of Alibaba International Station’s Foreign Trade Express.
[Required information]
Alibaba International Station stores that are actually operating have opened the Foreign Trade Express.
[Operation skills]
Understand the display rules of the Express. Alibaba International Station Foreign Trade Express display rules, after the keyword bid, where will the product be displayed? The first 5 positions in the main search area on the first page of search results; 10 positions in the right area of each page of search results; 4 positions in the smart area at the bottom of each page of search results. Alibaba International Station Foreign Trade Express has the following main search area and right display rules when there is no fixed ranking. There are 19 display positions on the homepage and 14 display positions on each page of other pages. The click-through rate of the Express decreases as the position decreases, but the click-through rate of several positions will increase, such as the 6th and 16th, which correspond to the first position on the right and the first position in the bottom smart search area respectively. It can be used as a reference when bidding, and try to keep the product in this position to achieve better results.
Understand the ranking rules of the Express. P4P product ranking = keyword bid * promotion score. Product star rating, that is, promotion score, refers to the relevance between keywords and products and the information quality of products. It is one of the important factors affecting the product display area and ranking. There is no score for a single product. Only after matching with different keywords can there be a concept of score.
Understand the deduction rules of the Express. After the product is clicked, it will be deducted according to the following standards: low price <= deduction <= bid. The accumulated deduction for the day will be recalculated at 0:00 every day in the Western Time of the United States. P4P deduction = (next bid * next product promotion score / product promotion score) + 0.1. Deduction is not necessarily equal to bid. The last bid is equal to deduction. The first promotion score does not necessarily have the highest deduction. Therefore, improving the promotion score is a key factor in reducing P4P costs.
[Related Links]
Why is the actual P4P ranking inconsistent with the estimated ranking?
1. Check whether the promotion status is in progress. If the promotion is suspended, the ranking will be displayed only after the promotion is started;
2. Check the relationship between today’s available balance and the bid for the word. If the bid is greater than the balance, it cannot appear in the
expected position. If the deduction is greater than the budget, today’s promotion cannot be promoted. It is necessary to increase the budget or wait for the US time;
Check whether the keyword is a fixed ranking keyword, and whether the estimated ranking in the background of the Foreign Trade Express is displayed as the top five after the fixed ranking.