1. Why do you want to promote “good” words and “excellent” words?
The promotion score of keywords will affect the ranking and bidding of keywords. If the keyword’s promotion score is “excellent”, it means that the keyword is eligible to enter the advertising area of the main search position, which means that it can obtain a better ranking with a lower bid. But whether you actually enter depends on the overall number of bidders and the bidding situation of the keyword.
If the promotion score of a keyword is “good”, it means that the promotion score is poor and can only be ranked in the bottom promotion area. You need to change the keyword or optimize product information or promotion information to improve it. Improve the promotion score to “Excellent” and set a competitive price to increase the display opportunities in the main search advertising area. The better the keyword promotion score, the more it can help sellers save promotion costs to a certain extent, and at the same time, it can be displayed in a higher position.
2. Factors affecting keyword promotion scores
Keyword promotion scores are mainly based on the relevance of keywords and products as the criterion. The higher the correlation between the keyword and the product, the higher the keyword promotion score will be. The promotion score of keywords is mainly affected by the following factors.
(1) The quality of product information matches the keywords.
① Whether the product attributes are correct and completed is mainly reflected in the product attributes and various data, that is, the keywords and the value of a certain attribute in the product attributes are the same.
②Whether the product information title contains the keywords used.
③Whether relevant keywords cleverly appear on the product details page.
The text content in the details page must be described in English text. If it contains relevant keywords, it will also be helpful for the keyword promotion score. But this is not absolute. Promotion scores are affected by many factors. If all influencing factors are improved, keywords can generally be turned into “excellent” words.
④Creative title for through train. Under the key promotion plan, the keyword content contained in the creative title will also have an important impact on the keyword promotion score.
The specific steps are:
The first step is to find some “good” words in the keyword list that need to improve the promotion score.
The three keyword promotion scores in the box are “good” words, and they include two long-tail precise keywords. Generally, adding long-tail words directly to the creative title will “immediately improve” the key words. word promotion score.
The second step is to add the keywords that need to be improved in the promotion creative title.
In order to let readers understand the “good” words of the through train and “excellent”, 3 keywords were added directly to the creative title. The content of the creative title did not fill up to 128 characters (only for demonstration). When sellers create creative titles, they must fill 128 characters.
Through the above two simple operations, the promotion score of keywords can be “immediately improved”. The three keywords that were previously promoted as “good” can be added to the promotion creative title. , the promotion scores of two long-tail words have changed to “excellent”.
This is only one of the factors that affects the keyword promotion score. Although the three keywords with “good” promotion scores were added to the creative title, the promotion scores of only two long-tail words changed. As “Excellent”, there is also a keyword that is not very relevant to the product that has not become “Excellent”. The main problem is that there are multiple other factors that affect promotion scores.
⑤Whether the product category is published correctly is also an important reason that affects the keyword promotion score, but it rarely occurs.
(2) How popular the promoted products are among buyers. In addition to the quality of product information, the promotion score of keywords will also be affected by the overall data, which is mainly based on the buyer’s preference for the product, which mainly includes two aspects: product rating and store service quality.
If the product’s score is relatively low or the product has many negative reviews, it will also directly affect the promotion scores of all keywords. In addition, the service quality of the store includes the store’s overall favorable rating, three DSR ratings and the store’s “seller service score”. It is a service score page for AliExpress store backend sellers. A score below 60 is not conducive to exposure, a score of 60 to 80 is normal exposure, and a score of 80 to 100 is conducive to exposure.
The above factors will have a comprehensive impact on the keyword scores of promoted products, so sellers should first consider these factors, and then achieve “good” word recommendation and “excellent” through the matching of product information quality and keywords. “.
The word “good” promotes “excellent” as an important optimization content in the through-train promotion process, targeting the main products under the key promotion plan. If you conduct daily testing through a quick promotion plan, you do not need to increase the promotion score of a certain keyword in a targeted manner.