Detailed explanation of P4P promotion strategy of Alibaba International Station

The foreign trade express (P4P) of Alibaba International Station is a powerful promotion tool. Its operation mode and optimization strategy provide merchants with efficient marketing plans. This article integrates the advantages, account settings, bidding sorting rules and conventional marketing methods of Alibaba International Station P4P, aiming to help merchants make effective use of P4P.

Advantages of P4P

1. Site priority ranking
   By bidding to purchase the foreign trade through train, merchants can display their products in the top 5 search homepages, thus gaining extremely high exposure. Data shows that the traffic of Alibaba International Station’s foreign trade through train accounts for more than 60% of the total traffic, which shows the importance of P4P in merchant marketing.

2. Increase off-site traffic
   In addition to receiving priority display on Alibaba’s international site, P4P products can also be directed to other mainstream websites, such as Google and Facebook, further increasing product exposure.

3. Accumulate data quickly
   P4P promotion can quickly increase the number of clicks and feedback on products, thereby increasing the weight of stores and products and optimizing rankings.

4. Controllability
   Merchants can flexibly adjust the activation or suspension of promotional keywords based on store data to ensure the efficiency of marketing activities.

Account settings

1. Budget settings

When turning on P4P promotion, merchants need to set a “today’s budget”. Alibaba International Station requires a daily budget of no less than 80 yuan to ensure maximum traffic.

2. Expand matching settings

Merchants can choose whether to enable expanded matching settings based on product features to increase the breadth of traffic acquisition. It is recommended to turn this setting on during early promotion.

3. Multi-language and regional delivery settings

By supporting 17 multi-language delivery settings, merchants can broaden their markets and effectively promote users in different languages. At the same time, merchants who have reached LV4 can choose to launch in multiple regions to optimize the promotion effect.

4. Time-based delivery settings

LV4 users can set time-based delivery according to market demand to attract more customers’ attention and increase inquiry volume.

Bid sorting rules

The ranking of P4P promotion follows the formula of “promotion score x bid”. The greater the product, the higher the ranking. Currently, only 3~5 star keywords can be displayed in the top 5 of the search page through bidding, and 1~2 star keywords are displayed in the intelligent recommendation position. Click costs are charged based on the number of clicks, so merchants need to pay attention to controlling their daily budget and bids to avoid affecting rankings.

General marketing strategies

Conventional marketing forms include targeted promotion and keyword promotion:

1. Targeted promotion
   This is a promotion method that combines the system and self-selected words. Merchants can set the price range of self-selected keywords to attract specific user groups.

2. Keyword promotion
   Set keywords based on buyers’ search habits to increase the likelihood that your products will be viewed. This method is more suitable for experienced merchants because they can accurately select keywords.

Through the above strategies, merchants can more scientifically utilize the P4P system of Alibaba International Station to increase exposure and sales conversion rates.