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1、单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,Platform-inside Marketing,Acquire basic knowledge about platform-inside marketing tools of AliExpress,1,Learn the relative words and expressions,2,Understand the procedure of creating and managing promotion activities and campaigns on AliExpress,3,Chapter Go
2、als,After studying this chapter,you are expected to,：,PART ONE,Warming-up,Task:Marketing and promotion activities are important to an online store.Look at the following store,and discuss with a partner about how the store promotions will affect your purchase decision if you are a buyer.,PART 1,Warmi
3、ng-up,PART TWO,Passage Reading,PART 2,Passage Reading,What should we do after we complete the store registration,products selection,products processing and uploading,store decoration and other,preparatory,work,but find that there is no increase in store visits,products exposure and other relevant da
4、ta?Store marketing and promotion can help us attract customers,increase visits and exposure of our store and products,bringing more orders and,transaction,s.In general,store marketing is divided into platform-inside marketing and platform-outside marketing.In this chapter,we will mainly introduce th
5、e method and skills of platform-inside marketing.,Platform-inside marketing means to advertise and promote the store and products by using the marketing tools provided by third-party Cross-border E-commerce platforms.Among the major Cross-border E-commerce platforms,AliExpress provides the most effe
6、ctive and largest number of platform-inside marketing tools to sellers.Some of these marketing tools are paid,while others are free.,Platform-inside Marketing,Paid marketing tools of AliExpress are mainly Keyword Pro and,Affiliate,Program.,Keyword Pro is a kind of P4P advertisement(Pay for Performan
7、ce).Sellers can set keywords about the store or products to promote them.When the buyer searches certain keywords,the,corresponding,products will appear in the search result.AliExpress will charge the seller only when the buyer clicks the promotion products.Due to the efficiency of this pay-per-clic
8、k advertising,Keyword Pro can quickly increase the page views of the store,and attract more buyers.,PART 2,Passage Reading,After setting the keywords and products you want to promote,the seller also needs to set a bidding price for the keywords,which will directly affect the ranking of your products
9、 in the search result.In addition,the stores product information quality,relevance,between products and keywords,consumer perception,account quality and other scores also play key roles in the overall ranking.We can set the daily advertising budget to control the cost of Keyword Pro,and analyze the
10、data reports to determine whether to adjust the keywords and bid strategy.,PART 2,Passage Reading,Another paid promotion method is Affiliate Program.Affiliate Program is also paid by the results.If the seller receives an order through Affiliate Program,he needs to pay the,commission,according to the
11、 pre-set rate.The commission rate is decided by the seller,and it generally ranges from 3%to 50%.Different from Keyword Pro,Affiliate Program only charges the seller after the order is processed.In other words,there is no fee if there is no transaction.We can set the commission rate through“My AliEx
12、press”“Promotions”,and join Affiliate Program.,PART 2,Passage Reading,PART 2,Passage Reading,Besides Keyword Pro and Affiliate Program,AliExpress also provides sellers with four kinds of store promotion tools:Limited Time Promotions,Fixed Discounts,Seller,Coupon,s,and Store Discounts.Sellers can cre
13、ate and manage these four store promotion activities at“My AliExpress”“Promotions”“Store Promotions”.,Limited Time Promotions and Store Discounts can greatly improve the page views and products exposure within a short time,and bring a large number of orders.Especially for new stores,the effect is im
14、mediate.Before you start these two activities,make sure that you are ready.For example,if you are going to take 50%off a product,you should raise the price,properly,when uploading the product,because AliExpress puts great efforts against false discounts.If you do not have any preparation,it is likel
15、y to lose money.,Fixed Discounts means that you can get a certain amount off when the purchase reaches a certain amount.The main purpose of this activity is to stimulate buyers to buy more products,and increase average sales per buyer.Therefore,before we start this activity,we need to know average s
16、ales per buyer of our store,and this data can be found at“Data,Matrix,”“Store Performance Analysis”“Transaction Analysis”.,PART 2,Passage Reading,PART 2,Passage Reading,Just as Fixed Discounts,Seller Coupons can also increase average sales per buyer.In addition,Seller Coupons is also a very effective marketing tool for,regular customer,s.Besides offering coupons to buyers in the store,we can also send coupons to regular customers to attract them to come back and purchase again in our store.,When
