Foreign Trade Express (Pay For Performance) is a new online promotion method that Alibaba member companies use to set multi-dimensional keywords by themselves, display product information for free, attract potential buyers through a large amount of exposure, and pay per 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”.
[Required information]
Alibaba International Station stores that are actually operating have opened the Foreign Trade Express.
[Operation skills]
1. Understand the display rules of the Express.
The display rules of Alibaba International Station Foreign Trade Express, 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.
The main search area and right display rules of Alibaba International Station Foreign Trade Through Train without fixed rankings, the homepage has a total of 19 display positions, and other pages have 14 display positions per page. The click-through rate of the through train 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, which can achieve better results.
2. Understand the through train ranking rules.
P4P product ranking = keyword bid x promotion score. Product star, 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.
3. Understand the through train deduction rules.
After a product is clicked, the following standard will be used to deduct the fee: low price ≤ deduction ≤ bid. The accumulated deduction for the day will be recalculated at 0:00 every day in the US Pacific time.
P4P deduction = (next bid x next product promotion score) / product promotion score + 0.1
The deduction is not necessarily equal to the bid. The last bid is equal to the 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.
Note:
Why is the actual ranking of P4P inconsistent with the estimated ranking?
1. Check whether the promotion status is in progress. If the promotion is suspended, the ranking will only be displayed 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 carried out and the budget needs to be increased or wait until the next day in the United States;
3. Check whether the keyword is a fixed ranking keyword and whether the estimated ranking of the Foreign Trade Express backend is displayed as the top five after the fixed ranking.