1. Through-train features:
Through-train is a kind of pay-for-performance advertising, referred to as P4P (Pay For Performance). The payment method for through train is pay-per-click, referred to as CPC (Cost Per Click).
The general process for customers to purchase goods on the AliExpress platform is: search for keywords → browse the search results page → click on the products of interest to browse. Whether a product can be displayed at the top of the search results page directly affects the click-through rate of the product. Through-train allows sellers’ products to be displayed at the top of the search results page through competitive bidding. Sellers place competitive bids to display their products at the front, and there is no charge for display. Sellers only need to pay advertising fees after customers click on the product.
Basic principles of bidding ranking
Putting ranking is to obtain a favorable ranking position of the website through competitive bidding to achieve the purpose of high exposure and high traffic.
The basic principle of bidding ranking is: the seller selects a batch of keywords related to the product and bids on these keywords; when the buyer searches for the keyword, the seller’s product with the highest bid will be displayed. Front position. In actual operation, the main factors that affect the final ranking of a product are promotion score and keyword bid. The higher the promotion score and keyword bid, the greater the chance of ranking high.
The promotion score is used to measure the quality of product promotion under the keyword, and is related to four factors: the relevance of the keyword and the product, product information quality, buyer preferences and seller account quality. The promotion score is divided into three levels: “excellent”, “good” and “”. The “excellent” level can compete for the main search position, the “good” level means that optimization is needed, and the “-” level cannot participate in promotion.
·Deduction Rules
The final deduction amount is not equal to the promotion bid amount. The actual deduction amount is related to the seller’s own promotion score and that of another seller ranked behind the seller. The bid amount is related to his promotion score. In most cases, the actual deduction amount will be lower than the bid amount. The higher the seller’s own promotion score, the lower the actual click deduction. The system will filter out invalid clicks, including repeated manual clicks and non-manual automatic clicks in mainland China.
The role of through-train promotion
▲Push new products, quickly attract traffic, and create popular products
Newly launched products do not have sales data accumulation, and will naturally appear on the search results page If the ranking display position is low, you can quickly gain a large amount of exposure through the through train, increase sales opportunities, increase order volume and transaction volume, accumulate product weight, thereby improving the natural ranking of products.
▲Store product selection and testing
Open through trains for multiple products at the same time, select products with good conversion effects for key optimization and promotion, and play a role in screening potential products for the store effect.
▲Increase the overall traffic of the store
When the sales of single products increase, it will also drive the sales of other products in the store, and the traffic and transaction volume of the entire store will show an upward trend.
2. Through-train display space
There is no obvious difference between the display effect of the through-train display space and the display effect of the natural sorting display space, but the through-train display space will have “AD” in the lower right corner. ” symbol, the through train display booths have the following locations.
On the first page of PC search results, there are 5 positions: 12, 20, 28, 36, and 44; on the second page and beyond, there are 6 positions: 8, 1624, 32, 40, and 48; The 4 positions at the bottom of each search results page.
3. Through train novice strategy
Through train has two promotion plans: key promotion plan and quick promotion plan. The key promotion plan is used to promote products that have been identified as potential products. It can accurately select words, focus on building them, and promote them to become popular products; the quick promotion plan is used to select words in batches, promote them in batches, check promotion data, and screen out products with potential.
The steps for through-train promotion are as follows.
(1) Product selection: Through product selection tools and data analysis, products with high customer acceptance and high conversion rate are selected as through-train main products.
(2) Word selection: The system provides the function of intelligently recommending keywords and adding keywords in batches. In addition, you can also use tools such as “Data Aspect” to find excellent long-tail keywords.
(3) Bidding: You can bid for keywords in batches or bid individually for certain keywords. The system provides the function of intelligently bidding according to the expected placement. You can set the daily budget limit and target group, promotion display time, promotion display area and other conditions according to your own situation, and let the system automatically bid for display.
(4) Optimization: After the through train is opened, sellers should check reports frequently and modify keywords or bids according to the display situation and conversion rate. The through train program needs to be continuously optimized to maintain high traffic and high conversions. Rate.
Quick promotion plan
Novices who are opening a through train for the first time and lack experience in products, keywords and bids can choose the quick promotion plan and add all products. Promotion plan, using the keywords recommended by the system and the automatic bidding function, the selected products are randomly matched with the selected keywords. Note here that you must set a daily budget upper limit. When the upper limit is reached, the system will stop displaying to avoid wasting marketing budget. After a period of testing, potential products are selected as preparatory hits, and a key promotion plan is set for the preparatory hits until optimized promotion becomes a hit.
Using the quick promotion plan can not only test products, but also cover more keywords for store-wide promotion and cover more traffic. A single product can have up to 200 keywords for through-train promotion. When multiple products participate in the promotion, the scope of keywords is greatly expanded and more traffic is covered.
Key Promotion Plan
The steps to create a new key promotion plan are as follows.
(1) Establish a promotion plan. Create a new “through-train key promotion plan” to filter keywords from the keyword library recommended by the system and remove words that are not very popular and do not match the characteristics of the product.
(2) Refining key words. For example, promote a dress with the product title “2018 Summer Women Dresses O-neck Sleeveless long Retro Casual Party lace Robe Rockabilly 50s Vintage Plus Size.”
Extract key words from the title: summer dress, women dressparty dress.
Extend some related words from the above three key words, such as vintage dress, lace dress, 50s dress , retro dress, casual dresslong dress, plus size dress, etc.
(3) Add more keywords. You can click “Optimization Tools” → “Keyword Tool” in the express backend to have the system recommend more keywords. You can also use the “Data Aspect” tool to find more keywords. Refining yourself. Keywords and keywords recommended by the system are added to the promotion vocabulary.
(4)Adjust bids. The system will estimate the placement of the through train based on the current bid for sellers to refer to in order to adjust their bids. When bidding, please note that words with high traffic do not necessarily require high bids. Although they have high traffic, their conversion rate may be low. For example, the traffic of shoes is much greater than that of sneakers, but shoes covers all types of shoes. People who search for this keyword The real needs of customers may be far different from our products, so the conversion rate of shoes may be very low. Precise words can command high prices. When customers search for sneakers or skateboarding sneakers, their real needs are basically consistent with our products. Obtaining a higher display position on precise words will help to finalize the transaction.
(5) Recommend good words and select creative main images. Optimize keywords whose promotion scores are judged as “good” by the system.
The optimization method is to use the “creative” function to add keywords whose promotion scores are judged to be “good” by the system into creative titles.