阿里国际站P4P运营之道
<img src="https://p3-sign.toutiaoimg.com/pgc-image/RKt3VSAEZlsguv~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1721322644&x-signature=gS8PO4LLi9JpOVG0f5d398B7eV0%3D" style="width: 50%; margin-bottom: 20px;"><p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">前两天去阿里给外贸企业的人员培训了<span style="color: black;">怎样</span>打造高质量的<span style="color: black;">制品</span>信息。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">首要</span>让<span style="color: black;">咱们</span>来思考两个问题：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（1）<span style="color: black;">为何</span>要做P4P推广？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（2）买家从哪里能看到<span style="color: black;">咱们</span>做的P4P推广？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">咱们</span><span style="color: black;">为何</span>要做P4P推广？</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">由于</span><span style="color: black;">咱们</span>做外贸，做阿里国际站，<span style="color: black;">咱们</span><span style="color: black;">必须</span>海外买家的询盘，<span style="color: black;">必须</span><span style="color: black;">更加多</span>的询盘，<span style="color: black;">必须</span>更高质量的询盘。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">询盘怎么来？从阿里国际站线上的流量中来。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">此刻</span>随便选一个行业，随便选一种<span style="color: black;">制品</span>，阿里国际站上都有<span style="color: black;">海量</span>的卖家，竞争非常激烈，流量稀释很严重，想不做P4P推广紧靠自然排名拿点流量是不现实的，<span style="color: black;">基本</span><span style="color: black;">不足</span>用。<span style="color: black;">因此</span><span style="color: black;">咱们</span>要投钱，要做P4P推广，争取<span style="color: black;">更加多</span>的流量。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">海外买家从哪里能看到<span style="color: black;">咱们</span>的P4P<span style="color: black;">宣传</span>？</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这取决于海外买家<span style="color: black;">怎么样</span><span style="color: black;">运用</span>阿里平台。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">日前</span>，海外买家<span style="color: black;">运用</span>阿里平台<span style="color: black;">重点</span>有三个入口：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（1）PC端打开浏览器<span style="color: black;">拜访</span>www.alibaba.com</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（2）移动端打开浏览器<span style="color: black;">拜访</span>m.alibaba.com（或<span style="color: black;">叫作</span>作M站）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（3）移动端安装阿里APP</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">那样</span>P4P<span style="color: black;">宣传</span>在三个买家入口是<span style="color: black;">怎样</span>展示的呢？</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（1）PC端展示19个<span style="color: black;">宣传</span>（5+10+4）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">中间展示5个，右侧展示10个</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/Rcd6EgPFWrXJP6~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1721322644&x-signature=%2BGpSvsblPNYDMuilNhWU15CCOwY%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">底部展示4个</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/Rcd6Egn2NUpJ25~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1721322644&x-signature=r5d5AYX9eqGllJvZHHxijTaiCs0%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（2）M站展示15个（2+1模式）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">两个P4P<span style="color: black;">宣传</span>+一个自然排名+两个P4P<span style="color: black;">宣传</span>+一个自然排名以此类推。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（3）APP端展示10个（2+3模式）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">两个P4P<span style="color: black;">宣传</span>+三个自然排名+两个P4P<span style="color: black;">宣传</span>+三个自然排名，以此类推。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">上面两个问题弄明白了，接下来要进入正题：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">P4P运营之道</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">1、</span>关键词推广 VS 智能推广</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">经常有人问我，“关键词推广和智能推广哪个好？“。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">咱们</span><span style="color: black;">不必</span>关心哪个更好，<span style="color: black;">咱们</span>应该关心<span style="color: black;">怎样</span>用好。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">总的<span style="color: black;">来讲</span>，各有千秋。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">关键词推广的<span style="color: black;">优良</span>是精细化<span style="color: black;">掌控</span>，劣势是操作<span style="color: black;">繁杂</span>，对运营人员的运营能力<span style="color: black;">需求</span>比较高。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">智能推广的<span style="color: black;">优良</span>是操作简单，受众群体更<span style="color: black;">精细</span>，自动投放更省心。劣势是<span style="color: black;">掌控</span><span style="color: black;">不足</span>精细，还有待完善。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">2、</span><span style="color: black;">怎样</span>利用好关键词推广和智能推广？</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">我的<span style="color: black;">意见</span>是都要投放，制定一个整合推广<span style="color: black;">方法</span>，在<span style="color: black;">方法</span>实施过程中<span style="color: black;">连续</span>收集数据，分析数据，衡量成效，<span style="color: black;">而后</span>改进<span style="color: black;">方法</span>。<span style="color: black;">最后</span>形成适合企业<span style="color: black;">自己</span>的推广模型。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">3、</span><span style="color: black;">怎样</span>做好关键词推广?</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">做好关键词推广的三大关键点：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1、<span style="color: black;">经过</span>关键词分析找出可用买家搜索词</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2、制定科学<span style="color: black;">恰当</span>的出价策略</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3、打造高质量的<span style="color: black;">制品</span>信息用于做推广</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">4、跟踪过程，衡量成效</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">5、<span style="color: black;">连续</span>的改进优化</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">怎样</span>找到买家搜索词？<span style="color: black;">那些</span><span style="color: black;">途径</span>能找到买家搜索词？有<span style="color: black;">那些</span>好用的工具？</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（1）<span style="color: black;">平常</span>做业务时国外客户常用的词</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（2）阿里后台数据管家-热门搜索词</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/Rcd6Eh4BXPA5ZD~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1721322644&x-signature=Wb4bHUrAKYtLlwXLTGa8nyrEbuM%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（3）Google Ads 关键字规划师</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">倘若</span>你做过Google Ads<span style="color: black;">宣传</span>，登录账号后<span style="color: black;">能够</span>利用关键字规划师做大数据分析，找到<span style="color: black;">非常多</span>买家搜索词。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/Rcd6EhJ9DXhi4h~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1721322644&x-signature=VriiKhdlfVZjS9oD%2BW0mswD0y%2Bc%3D" style="width: 50%; margin-bottom: 20px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/Rcd6F2QCIwzmAN~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1721322644&x-signature=GyyTOiqctCcQ91aRokdrx8fX5cY%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（4） Keyword Optimizer Pro</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这个工具用来批量提取海外搜索引擎Google， Yahoo， Bing的搜索提示关键词。用的时候输入<span style="color: black;">平常</span>搜索词<span style="color: black;">就可</span>。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/Rcd6F2n55q8yyX~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1721322644&x-signature=BirYozM4OUevo45qrFky2zUQI4Y%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Google搜索提示：</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/Rcd6F358A2o0Mk~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1721322644&x-signature=7hflipdq%2BCL%2BY2pE8yxy%2Bxd4Jlo%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Bing搜索提示：</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/Rcd6F3LExkbliD~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1721322644&x-signature=f%2FFaQCKoJgZfvy2v6cMasW4uWaQ%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">关键词有了，<span style="color: black;">怎样</span>出价？</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">倘若</span>预算<span style="color: black;">准许</span>，当然是位置越靠前，效果越好。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">倘若</span>预算少，最起码要<span style="color: black;">保证</span>你的P4P<span style="color: black;">宣传</span>在首页展示。前面<span style="color: black;">已然</span>讲过P4P<span style="color: black;">宣传</span>在PC端，M站端和APP端的展示规则，设定好出价后，要分别从PC端，M站端和APP端<span style="color: black;">检测</span>自己投放的P4P<span style="color: black;">宣传</span>的位置，<span style="color: black;">倘若</span>不在首页，就去<span style="color: black;">加强</span>出价。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">怎样</span>调价？什么时段调价？</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">非常多</span>人问过我什么时间去调价。<span style="color: black;">这般</span>看你们的海外买家分布，<span style="color: black;">倘若</span>你们的买家<span style="color: black;">重点</span>在北美洲，那<span style="color: black;">白日</span><span style="color: black;">能够</span>不投P4P，到了<span style="color: black;">夜晚</span>，人家北美上班时间再投放和调价就好了。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">倘若</span>不清楚买家分布地域，那<span style="color: black;">能够</span>全天投放<span style="color: black;">宣传</span>，投放一段时间后到后台数据管家，“访客画像”中看下地域特征，找到买家分布地域，<span style="color: black;">按照</span>地域的时区去安排调价时段。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">打造高质量的<span style="color: black;">制品</span>信息用于做推广</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">时刻搞清楚：<span style="color: black;">咱们</span>做P4P推广的<span style="color: black;">最后</span>目的是<span style="color: black;">得到</span><span style="color: black;">更加多</span>询盘。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">P4P推广<span style="color: black;">首要</span><span style="color: black;">处理</span>了<span style="color: black;">揭发</span>的问题，<span style="color: black;">然则</span>点击和反馈<span style="color: black;">必要</span>要有高质量的<span style="color: black;">制品</span>信息做支撑。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">怎样</span><span style="color: black;">加强</span>点击率？</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">从<span style="color: black;">制品</span><span style="color: black;">照片</span>，<span style="color: black;">制品</span>标题，商品属性，线上交易量，<span style="color: black;">即时</span>回复率上下功夫。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">怎样</span><span style="color: black;">加强</span>反馈率？<span style="color: black;">提高</span>询盘转化率？</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">从<span style="color: black;">制品</span>信息上下功夫。<span style="color: black;">制品</span>详情描述里，要条理清晰的展示准确完整的<span style="color: black;">制品</span>信息，如<span style="color: black;">制品</span>的概述，<span style="color: black;">制品</span>的参数，<span style="color: black;">制品</span>的用途说明，<span style="color: black;">制品</span>的卖点展示，<span style="color: black;">制品</span>的认证<span style="color: black;">状况</span>，企业的实力展示等等。说白了这<span style="color: black;">便是</span>一套营销文案，美工是必不可少的，美工能为<span style="color: black;">各样</span>信息设计最好的展现形式，让买家在浏览的过程中体验更好，向买家传递良好的专业度和可信度。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">关键词<span style="color: black;">怎样</span>跟踪过程，衡量成效</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">跟踪过程和衡量成效<span style="color: black;">必须</span>统计和分析数据。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">咱们</span><span style="color: black;">必须</span>统计分析这些数据：<span style="color: black;">每一个</span>关键词的曝，点，反，花费数据。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">平常</span>问题对策：</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（1）高<span style="color: black;">揭发</span>低点击：优化<span style="color: black;">制品</span>标题，<span style="color: black;">照片</span>（或视频），商品属性。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（2）高点击低反馈：优化<span style="color: black;">制品</span>标题，<span style="color: black;">照片</span>（或视频），报价，商品属性和详情描述。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（3）低<span style="color: black;">揭发</span>：做关键词分析<span style="color: black;">增多</span>关键词数量，<span style="color: black;">检测</span>出价<span style="color: black;">是不是</span>做到了首页展示。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（4）<span style="color: black;">长时间</span><span style="color: black;">没</span><span style="color: black;">揭发</span>：<span style="color: black;">没</span>人搜索的关键词，清理掉。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（5）预算有限，热搜词太贵：放弃热搜词，选<span style="color: black;">哪些</span>更<span style="color: black;">精细</span>，出价低的词。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">怎样</span>做智能推广？</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">智能推广<span style="color: black;">包含</span>定向推广和全店推广。做过Google</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Ads的人会<span style="color: black;">发掘</span>智能推广与Google的Remarketing和展示<span style="color: black;">宣传</span>有<span style="color: black;">类似</span>之处。理论上讲智能推广的受众群体很<span style="color: black;">精细</span>，<span style="color: black;">倘若</span>能做到精细<span style="color: black;">掌控</span>效果会很不错。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">日前</span>阿里国际站上的智能推广，<span style="color: black;">掌控</span>上还<span style="color: black;">没</span>法做到精细<span style="color: black;">掌控</span>。<span style="color: black;">因此呢</span>做智能推广<span style="color: black;">必须</span><span style="color: black;">重视</span>一下几点：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（1）<span style="color: black;">选取</span>更<span style="color: black;">精细</span>的行业<span style="color: black;">归类</span>并设置溢价</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（2）为买家所在地域设置溢价</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（2）<span style="color: black;">必定</span>要添加屏蔽词</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">咱们</span>怎么<span style="color: black;">晓得</span>应该加<span style="color: black;">那些</span>屏蔽词？</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">从以下路径进入：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">外贸直通车-数据-关键词报告-智能推广数据</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在<span style="color: black;">这儿</span>能看到智能推广中<span style="color: black;">那些</span>词<span style="color: black;">得到</span>了<span style="color: black;">揭发</span>和点击，<span style="color: black;">那些</span>产生了花费。挑选出<span style="color: black;">哪些</span>没用的词加入到屏蔽词中，<span style="color: black;">日前</span>最多可添加200个屏蔽词。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/Rcd6F3Y6GPTpvQ~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1721322644&x-signature=tzXn%2BN3Tc%2BNKVJjQgvqxLgo27cA%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">以上内容属作者个人观点，不<span style="color: black;">表率</span>雨果网立场！</strong></p>
你的见解真是独到，让我受益匪浅。 你字句如珍珠，我珍藏这份情。
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