[Background of the problem]
Liu Jing’s AliExpress store through train has been open for a week, but he found that the effect is not as good as expected, and the orders are not rising as expected. He wondered if the promotion method was incorrect? Liu Jing concluded through analysis that the promotion effect (click) of AliExpress through train is mainly reflected in two aspects: exposure and click-through rate, so he plans to optimize the exposure and click-through rate separately in the future.
[Preparation required]
Complete the listing of store products, understand the relevant rules of AliExpress through train, and set up the through train.
[Operation skills]
1. Keyword selection.
When selecting keywords, choose keywords with high promotion scores for bidding. Let’s take a men’s vest as an example. The keywords include vest warm, sleeveless jacket, autumn vest men, brand men vest, brand vest, brand vest men. You should choose keywords with a system promotion score of “excellent” and bid on these four words: sleeveless jacket, autumn vest men, brand men vest, brand vest men.
2. Improve the relevance of the selected keywords to the promoted products.
The relevance between the keywords and the description in the product name. For example, if the product name is cell phone battery, and the keyword is also “cell phone battery” or a synonym related to it, the relevance between the keywords and the product is good.
The degree of matching between keywords and product categories and attributes. For example, for the product nokia 5310 mobile phone, the attribute value in the attribute “model” is “5310”, and the keyword is also “nokia 5310 mobile phone”, then the relevance between keywords and products is good. The degree of relevance between keywords and product descriptions. For example, for the product nokia 5310 mobile phone, the description needs to focus on the mobile phone model.
3. Improve the quality of product information.
To improve the completeness of product information, first of all, the product attributes must be filled in completely. Secondly, the brief description and detailed description can clearly describe the main features of the product, and can focus on the important product information. Try to use segmented and numbered writing, and avoid listing and piling. If the brief description is simply copied directly from the detailed description, it will seriously reduce the relevance; the detailed description cannot simply use pictures instead of text for description.
4. Adjust bids in time.
Since AliExpress Express is a product that allows bids to be modified at any time, and there are many sellers participating in this service at the same time, the ranking may change due to the addition of new users or other users modifying their bids. It is necessary to pay attention to price trends and modify bids in time.
5. Set a “daily consumption limit” that meets your own promotion needs.
If the consumption of the day has reached the set daily consumption limit, all promoted products will be offline. Set a consumption limit that meets your own promotion needs based on the desired effect, so that you can ensure that the promoted products can continue to be online and avoid losing exposure opportunities due to sudden offline due to budget exceeding.
[Related Links]
How to improve the conversion rate of Express products?
Improve the matching degree between the selected keywords and products, including improving the matching degree between product pictures and product titles and keywords.
Improve the attractiveness of product pictures and titles.
Improve the recognition of buyers’ searches, mainly including increasing the degree of detailed description of products and improving the quality of subsequent services.