《国际市场推广-国际化课程》课件-项目三：跨境电商平台站内推广

速卖通站内推广主讲教师：XXXLecturer：XXX日期：2025.01.01Date：2025.01.01AliExpressOn-SitePromotionAliExpressP4P&DiamondDisplayAds速卖通直通车及钻展推广04StoreOptimizationTechniques店铺优化技巧01In-SiteProductPromotionTechniques站内产品推广技巧02In-SiteBrandPromotionTechniques站内品牌推广技巧03AliExpressLingxiRecommendations速卖通灵犀推荐0401店铺优化技巧StoreOptimizationTechniquesContentofaPromotionPlan推广方案策划的内容视觉设计与用户体验优化VisualDesign&UserExperienceOptimization明确的品牌定位ClearBrandPositioning确定品牌风格并保持一致：从LOGO到色彩搭配，所有视觉元素都应体现统一的品牌形象。Definebrandstyleandmaintainconsistency:Allvisualelements,fromLOGOtocolorschemes,shouldreflectaunifiedbrandimage.ContentofaPromotionPlan推广方案策划的内容视觉设计与用户体验优化VisualDesign&UserExperienceOptimization高质量的产品图片High-QualityProductImages使用高清图像展示产品细节，同时考虑背景环境的一致性。high-definitionimagestoshowcaseproductdetailswhilemaintainingbackgroundconsistency.ContentofaPromotionPlan推广方案策划的内容视觉设计与用户体验优化VisualDesign&UserExperienceOptimization清晰的信息架构ClearInformationArchitecture设计直观易懂的导航菜单，合理分类商品类别，采用层次分明的内容布局。Designintuitivenavigationmenus,categorizeproductslogically,andadoptawell-structuredcontentlayout.ContentofaPromotionPlan推广方案策划的内容视觉设计与用户体验优化VisualDesign&UserExperienceOptimization移动端适配MobileAdaptation保证手机和平板电脑的良好浏览体验。optimalbrowsingexperienceonmobilephonesandtablets.StoreOptimizationTechniques店铺优化技巧优化文本内容OptimizingTextContent关键词研究KeywordResearch寻找热门搜索词汇，分析竞争对手所使用的关键词。Identifypopularsearchtermsandanalyzecompetitors'keywords.StoreOptimizationTechniques店铺优化技巧优化文本内容OptimizingTextContent标题与描述编写Title&DescriptionWriting在标题中包含核心关键词，页面的商品描述除了强调产品特性，还应该解决潜在客户的疑问或担忧。Includecorekeywordsintitles.Productdescriptionsshouldhighlightfeaturesandaddresspotentialcustomerquestionsorconcerns.StoreOptimizationTechniques店铺优化技巧优化文本内容OptimizingTextContent内部链接构建InternalLinkBuilding通过创建指向其他相关产品或店铺政策、常见问题解答等内容的链接来增加页面间的关联度。Createlinkstootherrelevantproducts,storepolicies,FAQs,etc.,toincreaseinterrelevance.StoreOptimizationTechniques店铺优化技巧优化文本内容OptimizingTextContent定期更新内容RegularContentUpdates发布新文章或者博客帖子，分享行业知识、使用教程等有用信息。及时更新促销活动详情，鼓励回头客再次光顾。Publishnewarticlesorblogpostssharingindustryknowledge,usagetutorials,etc.Promptlyupdatepromotiondetailstoencouragerepeatcustomers.StoreOptimizationTechniques店铺优化技巧客户服务与信任建立CustomerService&TrustBuilding快速响应机制QuickResponseMechanism透明化政策声明TransparentPolicyStatements积极收集反馈ProactiveFeedbackCollection物流与支付解决方案Logistics&PaymentSolutions物流选项多样化DiverseLogisticsOptions支付安全便捷SecureandConvenientPaymentMethods02站内产品推广技巧In-SiteProductPromotionTechniquesIn-SiteProductPromotionTechniques站内产品推广技巧如何进行站内产品推广HowtoConductIn-SiteProductPromotion优化产品标题与关键词OptimizeProductTitles&Keywords产品标题需包含产品的核心卖点、材质、尺寸、颜色等，且用词需准确精炼。Titlesmustincludecoresellingpoints,material,size,color,etc.,usingaccurateandconcisewording.In-SiteProductPromotionTechniques站内产品推广技巧如何进行站内产品推广HowtoConductIn-SiteProductPromotion优质的产品图片与视频High-QualityImages&Videos:使用高清大图，确保产品图片清晰、美观；如果条件允许，制作产品视频进行展示。Useclear,high-resolutionimages.Createproductvideosifpossible.In-SiteProductPromotionTechniques站内产品推广技巧如何进行站内产品推广HowtoConductIn-SiteProductPromotion精准设置价格与促销PrecisePricing&Promotions:制定合理的价格策略，定期关注竞争对手的价格变动；用速卖通的促销工具。Developreasonablepricingstrategies,monitorcompetitorprices,andutilizeAliExpresspromotiontools.In-SiteProductPromotionTechniques站内产品推广技巧如何进行站内产品推广HowtoConductIn-SiteProductPromotion利用站内广告资源UtilizeOn-SiteAdResourcesP4PAds直通车广告DiamondDisplayAds钻展广告LingxiRecommendations灵犀推荐In-SiteProductPromotionTechniques站内产品推广技巧如何进行站内产品推广HowtoConductIn-SiteProductPromotion定期更新产品信息与库存RegularlyUpdateProductInfo&Inventory:定期更新产品信息，保持店铺活力；实时监控库存情况，确保商品不会因缺货而影响销售。Keepthestoredynamic;monitorstocktopreventsaleslossduetoshortages.In-SiteProductPromotionTechniques站内产品推广技巧分析数据，精准营销AnalyzeDataforPrecisionMarketing利用速卖通后台的数据分析工具，分析买家行为、购买偏好等数据。根据数据分析结果，调整推广策略。UseAliExpressanalyticstoolstostudybuyerbehaviorandpreferences.Adjuststrategiesbasedondata.关注客户评价与反馈MonitorCustomerReviews&Feedback积极回应客户评价，解决客户问题，分析客户反馈，了解产品优缺点。Respondpromptlytoreviews,resolveissues.Analyzefeedbacktounderstandproductstrengths/weaknesses.In-SiteProductPromotionTechniques站内产品推广技巧社交媒体与速卖通结合.IntegrateSocialMediawithAliExpress利用社交媒体平台进行产品宣传，引导流量至速卖通店铺。与网红或意见领袖合作，通过他们的社交媒体平台进行产品推广Promoteproductsonsocialmediatodrivetraffictoyourstore.Collaboratewithinfluencers/KOLs.参与平台活动ParticipateinPlatformActivities关注速卖通平台举办的各类促销活动，根据平台活动规则，调整店铺促销策略。FollowAliExpresspromotionalevents.Adjuststorepromotionsaccordingtoplatformrules.In-SiteProductPromotionTechniques站内产品推广技巧产品标题优化技巧ProductTitleOptimizationTips充分利用标题的128个字符Makefulluseofthe128-characterlimit.删除不必要的虚词Removeunnecessaryfillerwords.标题要完整准确Ensuretitlesarecompleteandaccurate.标题可视化效果要好Ensuregoodvisualpresentationofthetitle.标题需要不断优化Continuouslyoptimizetitles.03站内品牌推广技巧In-SiteBrandPromotionTechniquesIn-SiteBrandPromotionTechniques站内品牌推广技巧品牌定位BrandPositioning目标消费群体定位TargetConsumerGroup透明化政策声明·ProductDifferentiation积极收集反馈CoreBrandValues视觉营销VisualMarketing店铺装修StoreDecoration产品图片与视频ProductImages&Videos创意广告图CreativeAdDesignsIn-SiteBrandPromotionTechniques站内品牌推广技巧品牌故事构建ActivityPlanning&Execution挖掘品牌历史ExploreBrandHistory打造品牌个性CreateBrandPersonality情感共鸣FosterEmotionalConnection活动策划与执行CreateBest-SellingProducts限时折扣与促销活动Identifypotentialproducts互动活动Generatepositiveword-of-mouth创意广告图FullyutilizeAliExpressmarketingtoolsIn-SiteBrandPromotionTechniques站内品牌推广技巧活动策划与执行CreateBest-SellingProducts限时折扣与促销活动Identifypotentialproducts互动活动Generatepositiveword-of-mouth创意广告图FullyutilizeAliExpressmarketingtools打造爆款产品CreateBest-SellingProducts挖掘具有潜力的产品Identifypotentialproducts形成口碑传播Generatepositiveword-of-mouth充分利用速卖通提供的营销工具FullyutilizeAliExpressmarketingtools04速卖通直通车及钻展推广AliExpressP4P&DiamondDisplayAdsAliExpressP4P&Diamond速卖通直通车及钻展推广直通车在PC端和移动端均有展示位P4PadsdisplayonbothPCandmobileplatforms.PC端的推广位在主搜索位、搜索页底部的智能推荐位及商品详情页下方推荐位置。PCPlacements:Mainsearchresults,intelligentrecommendationsatthebottomofsearchpages,andrecommendedpositionsbelowproductdetailpages.AliExpressP4P&Diamond速卖通直通车及钻展推广直通车在PC端和移动端均有展示位P4PadsdisplayonbothPCandmobileplatforms.在PC端主搜第一页中，直通车推广位为第第12、20、28、36、44；第二页起为第8、16、24、32、40、48位，每页6个推荐位；OnthefirstpageofPCmainsearch,P4Ppositionsare#12,20,28,36,44.Fromthesecondpageonwards,positionsare#8,16,24,32,40,48,with6slotsperpage.AliExpressP4P&Diamond速卖通直通车及钻展推广直通车在PC端和移动端均有展示位P4PadsdisplayonbothPCandmobileplatforms.MobilePlacements:20productsperpage;P4Pslotsarethe6thand16thpositions.RankingFactor=Bid×PromotionScore在移动端主搜索页中，20个商品为一页，每页第6、16为直通车推广位。排名因数等于出价乘以推广评分AliExpressP4P&Diamond速卖通直通车及钻展推广钻展广告是速卖通为卖家打造的一款释放品牌曝光诉求的付费引流产品。DiamondDisplayAdsisapaidtrafficproductdesignedforsellersseekingbrandexposure.PrimePlacement:Adsdisplayinthefocusimagerotationonthehomepage(specificallythe3rdand6thframes),offeringhigh-visibilityslots.首先，焦点位展示。钻石展位广告展示在首页焦点图位置，展示在首页焦点图的第3帧和第6帧，是具有强吸睛的资源位。AliExpressP4P&Diamond速卖通直通车及钻展推广钻展广告是速卖通为卖家打造的一款释放品牌曝光诉求的付费引流产品。DiamondDisplayAdsisapaidtrafficproductdesignedforsellersseekingbrandexposure.MaximumExposure&EfficientTargeting:Breakscategorylimitationsforfullexposure,increasingstorevisitors.其次，充分曝光高效拦截目标人群，突破类目限制充分曝光，为店铺增加访客。AliExpressP4P&Diamond速卖通直通车及钻展推广钻展广告是速卖通为卖家打造的一款释放品牌曝光诉求的付费引流产品。DiamondDisplayAdsisapaidtrafficproductdesignedforsellersseekingbrandexposure.FlexibleMatching:Utilizesa"ThousandPeople,ThousandFaces"intelligenttargetinglogictodisplayproductstothemostrelevantbuyergroups,meetingsellerneedseffectively.最后，柔性匹配由于钻展广告基于千人千面智能定向的逻辑智能展示，所以在满足卖家需求的同时，可以将商品展现给最合适展现的买家人群。05速卖通灵犀推荐AliExpressLingxiRecommendationsAliExpressLingxiRecommendations速卖通灵犀推荐速卖通灵犀推荐是速卖通推出的一项广告产品与服务AliExpressLingxiRecommendationisanadvertisingproductandservicelaunchedbyAliExpress.Itisdesignedtohelpmerchantsbetteracquireon-sitetrafficandcapturemarketingopportunitiesforbuyers.旨在帮助商家更好地获取站内流量，赢得对买家的营销机会；AliExpressLingxiRecommendations速卖通灵犀推荐速卖通灵犀推荐是速卖通推出的一项广告产品与服务AliExpressLingxiRecommendationisanadvertisingproductandservicelaunchedbyAliExpress.Unlikethesearch-basedadvertisingofP4Psearchads,LingxiRecommendationsaredisplayedinrecommendationscenariosacrossallAliExpressplatforms,coveringmultipleonsitetrafficscenariosincludingpre-purchase,during-purchase,andpost-purchase.Usingpersonalizedpushmethods,itdisplaysproductstorelevantbuyersandchargesonapay-per-clickbasis.区别于速卖通直通车的搜索广告，是展示在AliExpress各端的推荐场景下的，包含了速卖通站内购前、购中、购后多个场景的推荐流量，以个性化推送的方式向合适的买家展示商品，并按点击扣费。亚马逊站内推主讲教师：XXXLecturer：XXX日期：2025.01.01Date：2025.01.01AmazonOn-SitePromotionAmazonBrandPromotion亚马逊品牌推广03StoreOptimizationTechniques店铺优化技巧01AmazonSponsoredProducts亚马逊商品推广02AmazonOperationTools亚马逊运营工具0401店铺优化技巧StoreOptimizationTechniquesStoreOptimizationTechniques店铺优化技巧视觉设计与用户体验优化VisualDesign&UserExperienceOptimization亚马逊作为全球最大的电商平台之一，为卖家提供了巨大的销售机会。Asoneoftheworld'slargeste-commerceplatforms,Amazonprovidesimmensesalesopportunitiesforsellers.StoreOptimizationTechniques店铺优化技巧视觉设计与用户体验优化VisualDesign&UserExperienceOptimization那么如何在激烈的竞争中脱颖而出是每一个卖家必须要思考的问题，下面就让我们一起来探讨如何打造一个既吸引顾客又易于导航的高质量店铺。Standingoutinthishighlycompetitiveenvironmentiscrucialforeveryseller.Let'sexplorehowtobuildahigh-qualitystorethatisbothattractivetocustomersandeasytonavigate.StoreOptimizationTechniques店铺优化技巧StoreLayout&Design店铺布局与设计店铺LOGO与横幅StoreLOGO&Banner导航结构NavigationStructure产品展示ProductDisplay响应式设计ResponsiveDesignKeywordOptimization&SEO关键词优化与SEO关键词研究KeywordResearch标题优化TitleOptimization描述优化DescriptionOptimization图片优化ImageOptimizationStoreOptimizationTechniques店铺优化技巧PromotionActivities促销活动设置限时折扣Limited-TimeDiscounts满减优惠Spend-and-SaveOffers买赠活动Gift-with-Purchase会员专享ExclusiveMemberDealsAdvertising广告投放商品推广广告SponsoredProductsAds品牌推广广告TitleOptimization展示型推广广告SponsoredBrandsAdsStoreOptimizationTechniques店铺优化技巧五点描述优化技巧BulletPointsOptimizationTechniques五点描述也叫BulletPoint，俗称短描述，作为Listing的补充，关于产品、尺寸、功能、特点、差异化卖点、运输时间等的特别说明。BulletPoints,commonlyknownasshortdescriptions,serveasasupplementtotheListing.Theyprovidespecificdetailsabouttheproduct,size,function,features,uniquesellingpoints,shippingtime,etc.StoreOptimizationTechniques店铺优化技巧五点描述优化技巧BulletPointsOptimizationTechniques展示在标题的下面，和图片、标题紧密结合，形成了阅读产品详情页面的第一屏。Theyaredisplayedbelowthetitleand,togetherwiththeimagesandtitle,formthefirstscreenofinformationacustomerseesontheproductdetailpage.StoreOptimizationTechniques店铺优化技巧五点描述优化技巧BulletPointsOptimizationTechniques了解消费需求UnderstandConsumerNeeds一个好的五点描述应该以消费者为出发点，也就是做竞品分析。EffectiveBulletPointsshouldstartfromtheconsumer'sperspective,whichinvolvesconductingcompetitoranalysis.StoreOptimizationTechniques店铺优化技巧五点描述优化技巧BulletPointsOptimizationTechniques提炼商品特点RefineProductFeatures五点描述的内容不可以随意填写，应该用心、精心提炼，根据产品的特点筛选，每个特性点的内容都要能够击中消费者的内心。ThecontentofBulletPointsshouldnotbefilledinarbitrarily.Carefullyrefineandscreencontentbasedonproductcharacteristics.Eachpointshouldresonatewithandaddressconsumerneeds.StoreOptimizationTechniques店铺优化技巧五点描述优化技巧BulletPointsOptimizationTechniques表明售后服务HighlightAfter-SalesService写明产品的售后保障服务，比如保修年限等；Clearlystateafter-salessupportservices,suchaswarrantyperiodsStoreOptimizationTechniques店铺优化技巧五点描述优化技巧BulletPointsOptimizationTechniques格式美观、规范Formatting&AestheticsBegineachpointwithasummaryoftwoorthreewords,highlightedinuppercase.每个特性点的开始，卖家可以用两三个词语做概括性总述，同时以大写突出显示；StoreOptimizationTechniques店铺优化技巧五点描述优化技巧BulletPointsOptimizationTechniques格式美观、规范Formatting&AestheticsKeepeachpointto2-3lines,ideallyendingmidwaythroughaline.每个特性点的长度，一般控制在两三行为宜，每个特性点都尽量在半行处结束。02亚马逊商品推广AmazonSponsoredProductAmazonSponsoredProduct亚马逊商品推广AutomatictargetingisaquickandsimplePPC(Pay-Per-Click)adtypewhereAmazon'salgorithmautomaticallyselectskeywordsandmatchtypesforyourcampaignbasedonfactorslikeAmazonsalesdataandproductrelevance.自动投放是一种快速简单的点击付费广告，亚马逊的算法会自动为你的广告活动选择关键词和，匹配机制由亚马逊销售数据和产品相关性等因素决定。Thisapproachsuitssellerslookingtosimplifyadmanagement.这种方式适合那些希望简化广告管理流程的卖家。登录你的亚马逊卖家账户，进入后台管理界面LogintoyourAmazonSellerCentralaccount.在导航菜单中选择“广告”>“广告活动管理”。Inthenavigationmenu,select"Advertising">"CampaignManager".点击“创建广告活动”或“创建新广告活动”。选择“商品推广”作为广告活动类型。Click"Createcampaign"or"Createnewcampaign"Choose"SponsoredProducts"asthecampaigntype..·1234AmazonSponsoredProduct亚马逊商品推广Begineachpointwithasummaryoftwoorthreewords,highlightedinuppercase.每个特性点的开始，卖家可以用两三个词语做概括性总述，同时以大写突出显示；设置广告活动基本信息：包括广告活动命名，设置每日预算和投放时间。Setbasiccampaigninfo:Namethecampaign,setthedailybudget,andschedule.根据你的目标和预算，设置合适的竞价策略，包括默认竞价或使用不同的动态竞价策略。Setappropriatebiddingstrategiesbasedonyourgoalsandbudget,includingdefaultbidsordynamicbidding-down.选择你想要推广的商品，可以按商品名称或ASIN搜索，或者上传Excel列表。Selecttheproductsyouwanttopromotebysearchingbyname/ASINoruploadinganExcellist.targeting"asthetargetingmethod在设置广告组时，选择“自动投放”作为投放方式Whensettinguptheadgroup,choose"Automatic.AmazonSponsoredProduct亚马逊商品推广Begineachpointwithasummaryoftwoorthreewords,highlightedinuppercase.每个特性点的开始，卖家可以用两三个词语做概括性总述，同时以大写突出显示；选择自动投放模式Choose"Automatictargeting"mode5678AmazonSponsoredProduct亚马逊商品推广手动广告投放步骤ManualAdvertisingCampaignSteps关键词的输入不区分大小写Keywordinputisnotcase-sensitive.LogintoAmazonSellerCentral,select"Advertising">"CampaignManager".登录亚马逊卖家账户后台，选择“广告”>“广告活动管理”。01AmazonSponsoredProduct亚马逊商品推广手动广告投放步骤ManualAdvertisingCampaignSteps每个关键词的长度应控制在10个字符以内，或者不超过80个字符Eachkeywordshouldideallybewithin10characters,ornotexceed80charactersClick"Createcampaign",select"SponsoredProducts"asthetype.点击“创建新广告活动”，选择“商品推广”作为广告活动类型。02AmazonSponsoredProduct亚马逊商品推广手动广告投放步骤ManualAdvertisingCampaignSteps关键词中可以包含字母、数字或者空格这样的基本字符Keywordscancontainbasiccharacterslikeletters,numbers,orspaces.Settheadgroupname,addproductstopromoteviasearchorExcelupload.设置广告组名称，添加要推广的商品，可以通过搜索或上传Excel列表。03AmazonSponsoredProduct亚马逊商品推广手动广告投放步骤ManualAdvertisingCampaignSteps不允许使用其他特殊字符，如问号、斜杠、双引号、与符号或反斜杠Specialcharacterslike?,/,",&,or\arenotallowed.Choose"Manualtargeting".Therearetwotypes:KeywordtargetingandProducttargeting.选择手动投放，有两种类型：关键词投放和商品投放。0403亚马逊品牌推广AmazonBrandPromotionAmazonBrandPromotion亚马逊品牌推广AmazonBrandPromotionisakeyword-targetedadvertisingsolutiondesignedtoincreasebrandvisibilityontheAmazonplatform.亚马逊品牌推广是一种关键词定向广告，旨在提高品牌在亚马逊平台上的可见性。01AmazonBrandPromotion亚马逊品牌推广Sellerscanusecustomcreatives—includingbrandlogosandheadlines—topromotemultipleproducts.通过品牌推广，卖家可以在购物搜索结果中展示自定义的广告素材，包括品牌徽标和标题，来推广多件商品。02AmazonBrandPromotion亚马逊品牌推广TheseadscandirectcustomerstoproductdetailpagesorstraighttotheBrandStore.这些广告不仅可以引导顾客访问商品详情页，还可以直接引导他们到品牌旗舰店。02AmazonBrandPromotion亚马逊品牌推广Theseadscanappearinmultiplelocations,includingthetopofshoppingsearchresults,withinsearchresultpages,andonproductdetailpages.品牌推广的广告可以展示在多个位置，包括购物搜索结果的顶部、搜索结果页内以及商品详情页内。03AmazonBrandPromotion亚马逊品牌推广Thisdiversifiedplacementoffersbrandsmoreexposureopportunitiestopotentialcustomers.这种多样化的展示方式使得品牌能够在潜在客户面前获得更多的曝光机会。03AmazonBrandPromotion亚马逊品牌推广Allowssellerstopromotemultipleproductssimultaneouslyviaacuratedlandingpageimage,usingrichcustomimagerytoattractcustomers.允许卖家通过精选的落地页图片同时推广多款商品，利用丰富的自定义图片吸引顾客。

商品集广告格式ProductCollectionAdFormatAmazonBrandPromotion亚马逊品牌推广ThisformatenablessellerstofeaturetheirBrandStorepagewithintheadcreative,helpingcustomerseasilydiscoverproductsacrosscategories.此广告格式使卖家能够在创意素材中展示品牌旗舰