Detailed explanation of reasonable bidding strategies for AliExpress through-train keywords

On the AliExpress platform, through trains are an important promotion tool, and their keyword bids directly affect the promotion effect. Reasonable bidding can not only increase product exposure, but also effectively control costs. This article will combine the content of the two articles to introduce in detail how to bid reasonably for AliExpress express keywords.

Keyword bid settings

Keywords are the core of through-train promotion, and their bids determine the ranking of keywords in search results. In AliExpress Express, sellers can set bids for each keyword through the quick promotion plan and key promotion plan. Bidding settings are divided into two situations: non-App area (PC side) and App area (wireless side). Click the bid of the keyword to enter the editing page, and the system will provide a rough estimated ranking based on the current bid.

There are two types of bid settings for keywords: recommended bids and custom bids. The recommended bid is based on the minimum bid and average bid on the first page of the main search provided by the system. After reaching the recommended price, the keyword is likely to be displayed on the first page of the search results. If the system recommended price is too high, sellers can also set keyword bids through custom bids combined with their own promotion budget.

Bidding based on performance

For different keywords, the bidding strategies should also be different:

• Conversion words: These keywords are the focus of attention and are the main force for improving ROI in the later stage. Such words should be kept in a relatively high position. If they are ranked lower, you need to increase your bid to get more traffic. If you’re already on the front page and performing well, no adjustments are needed.
• Words without conversion: Keywords that have not converted for a long time should be deleted; for keywords that have not converted in a short period of time, you can first lower the bid to observe the effect. If there is still no conversion but there is a collection record, you can maintain it within an affordable range for a period of time, and then increase the bid when there are signs of conversion, otherwise continue to lower the bid.
• No-click keywords: These words need to be judged on a case-by-case basis. If the relevance is poor, it is recommended to delete it; if the relevance is good but the impression volume is not much, you can increase the bid to get more impressions and observe the clicks. Keywords with large impressions but no clicks should be deleted to avoid lowering the overall plan.

Adjust bids based on keyword visitor value

Visitor value refers to the value that can be generated by visitors introduced through the keywords used in through-train promotion. The calculation formula is: profit / number of visitors. Adjusting bids based on visitor value is mainly applicable to featured products under key promotion plans. Sellers need to understand the value that each keyword can bring to their products through data analysis.

The specific steps are as follows:

1. Download keyword data table: Select the keyword report in the data report and filter the corresponding promotion plan and promotion unit to export the keyword data.
2. Data sorting: Sort in descending order by click volume data in the keyword data table.
3. Currency conversion: Insert a column of “RMB” cells and calculate the corresponding RMB value based on the current exchange rate.
4. Actual profit calculation: Insert a column of “profit” cells, calculate the corresponding profit through the formula, and further calculate the actual profit (profit – expense).
5. Visitor value calculation: Calculate the visitor value of each keyword based on actual profits.

Based on the calculated visitor value, sellers can determine the profitability of keywords and make corresponding bid adjustments. For keywords with negative visitor value, the bid can be appropriately lowered; for keywords with high visitor value but low average click cost, the bid can be appropriately increased to improve rankings.

Conclusion

To sum up, the reasonable bidding of AliExpress through-train keywords needs to be comprehensively considered based on the keyword’s effect and visitor value. Sellers should flexibly adjust bidding strategies according to actual conditions to achieve the best promotion effect.