[Background of the problem]
Liu Jing heard that once the through train is started, it is equivalent to a machine burning oil, which requires a lot of financial resources. In order to maximize the use of limited resources, Liu Jing first carefully studied the rules of AliExpress in order to fully understand the AliExpress through train.
[Preparation required]
Complete the listing of store products and understand what the AliExpress through train is.
Do a good job of product optimization for the products to be promoted, including correct product classification, complete attribute filling, appropriate title setting, keyword setting, pictures, and product descriptions.
[Operation skills]
Ranking rules. The through train ranking rules are mainly affected by two factors, namely promotion score and bid. Among them, the promotion score plays a key role in the overall ranking, mainly through the four factors of product information quality, product and keyword matching, product score and store score. Only when the promotion score is excellent and the bid is competitive can it be ranked on the homepage. If the promotion score is good, it cannot be ranked on the homepage even if the bid is high.
Charge rules. There is no charge for the display and exposure of products on the through train, only effective clicks by customers are charged. The charge is related to the seller’s promotion score and bid, and the actual charge will not exceed the seller’s bid.
Promotion method. There are currently two ways to promote through trains. One is a key promotion plan specifically used to create hot products, and the other is a quick promotion plan that is convenient for testing products. These two methods have their own advantages. The system can show sellers products that have performed well recently based on recent data.
Optimization tools. The through train optimization tools include product selection tools, keyword tools, product quality diagnosis, and position grabbing assistants. The product selection tool has two main functions. The first function is that the system will have three recommendation reasons: hot search, hot sales, and potential. Sellers can also filter the analysis results according to product grouping, published accounts, and data dimensions; the second function is to filter and sort products by the popularity, views, order volume, and conversion index of similar products. The keyword tool has five main functions. You can use any keyword to search for more related keywords; you can search for recommended keywords for existing promotion plans or any industry; the system will also automatically recommend some recent buyers’ search terms; you can filter recommended keywords according to tags, such as high-traffic keywords, high-conversion keywords, high-order keywords, and Xiaoer recommended keywords; after selecting keywords, sellers can bid for the selected keywords in batches.
Direct train home page. The home page of the direct train account shows the promotion status as “Promotion in progress”. In this state, sellers can see the seller’s promotional products in the front-end direct train display position, and click to generate deductions. In addition, you can also see the account balance, today’s consumption and the daily consumption limit of the account.
Promotion management mainly includes the following sections: All plans on the left, showing the names of the current quick promotion plan and key promotion plan, the green dot is the plan being promoted, and the plan overview shows the number of products and keywords included in the quick promotion plan and the number of units included in the key promotion plan.
Data effect. Through the data effect, you can see the seven-day exposure, seven-day click volume, seven-day click rate, seven-day total expenditure and seven-day average click expenditure. The data comes from all the promoted products, and you can also view the promotion effect of each product through customization.
Account Center. In the account query, you can see the account available balance and balance composition. For the amount that has been successfully recharged, you can apply to Alibaba for an invoice, set a balance reminder, and check the account details.