《跨境电商运营-国际化课程》课件-项目六：流量获取与营销推广

账户指标及状态AccountMetricsandStatuses账户指标及状态AccountMetricsandStatusesPERFORMANCE（绩效）Customersatisfaction（客户满意度）账户表现界面"PERFORMANCE"page

01AccountHealth账户健康02SellerRating卖家评级03CustomerFeedback买家反馈CustomerSatisfaction（客户满意度）AccountHealth（账户健康）订单缺陷率（OrderDefectRate）配送前取消率（CancellationRate）迟发率（LateShipmentRate）有效追踪率（ValidTrackingRate）卖家帐户的各项指标Metricsofselleraccounts准时到达（On-TimeDelivery）退货不满意率（ReturnDissatisfactionRate）客户服务不满意率（CustomerServiceDissatisfactionRate）联系回复时间（ContactResponseTime）违反政策（PolicyViolations）卖家帐户的各项指标Metricsofselleraccounts卖家为买家提供了良好的体验，达到了跨境平台在此指标方面的目标。Thismeansthesellerprovidedagoodcustomerexperience,meetingthecross-borderplatform'stargetsforthismetric.优秀卖家向买家提供的体验未达到跨境平台在此指标方面的目标。Thismeanstheseller'scustomerexperiencedidn'tmeettheplatform'stargets.一般卖家向买家提供的体验未达到跨境平台在此指标方面的目标。Thismeanstheseller'scustomerexperiencedidn'tmeettheplatform'stargets.糟糕三种颜色标记Threecolorcodes卖家评级：指买家根据卖家提供的服务质量做出的一个整体评分，它可以帮助卖家发现自身服务中的缺陷，以提高自身客服质量。SellerRating:Itisanoverallscoregivenbycustomersbasedonthequalityofserviceprovided.Ithelpssellersidentifyweaknessesintheirservicetoimprovecustomersupport.卖家评级SellerRating在0~100分的范围内，其数值被分为4个等级Ratingsrangefrom0to100andaredividedinto4tiers.CustomerSatisfaction（客户满意度）SellerRating(卖家评级)一个订单自始至终都没有出现任何问题，这个订单就是一个完美订单；Anorderwithnoissuesthroughoutisaperfectorder.（100分）(100points)如果该订单某些环节上出现问题，就会被扣分。Problemsatanystagewillresultinpointdeductions.一个订单真正地为客户提供了一次卓越的服务；Anorderthatprovidestrulyexceptionalservicecanearnanextra10pointsontopoftheperfect100.（100分+10分）(100points+10points)订单被扣分Pointdeduction订单被加分Bonuspoints反映30天、90天、365天以及账户一直以来累计的各个等级的评价情况Thisshowsratingsover30,90,365days,andcumulativeratingsbylevelfortheaccount.CustomerSatisfaction（客户满意度）CustomerFeedback(买家反馈)买家反馈CustomerFeedback买家Customers好评Positivefeedback中评Neutralfeedback差评NegativefeedbackWhathavewelearned?账户表现界面的三个区域和每个区域的作用和功能Thethreeareasoftheaccountperformanceinterface,aswellastheroleandfunctionofeacharea跨境平台站内广告On-siteAdsoftheCross-borderPlatform商品推广SponsoredProducts品牌推广SponsoredBrands展示型推广SponsoredDisplay常见站内广告形式Commonformsofon-siteads特点Feature跨境平台是最早的广告类型；Theoldesttypeofadsonthecross-bordere-commerceplatform分类Targetingoptions自动投放AutomaticTargeting手动投放ManualTargeting商品推广广告SponsoredProducts跨境平台会根据你listing中嵌入的关键词及你设定的产品类目来自动为你匹配关键词。Thecross-bordere-commerceplatformautomaticallymatcheskeywordsbasedonthoseembeddedinyourListingandtheproductcategoryyou'veset.自动投放AutomaticTargeting

手动投放ManualTargeting关键词Keywords商品Products关键词投放KeywordTargeting特点：最最最常见的广告形式；Feature:Themostcommonadform模式：比较简单Mode:Relativelysimple跨境平台会按照输入的关键词及匹配方式来决定是否展示你的广告Thecross-bordere-commerceplatformdecideswhethertoshowyouradsbasedonthesekeywordsandthechosenmatchtype.卖家预先在词库中输入自己筛选好的关键词Sellerspre-selectkeywordstoinput.关键词投放匹配方式MatchtypesofKeywordTargeting广泛Broadmatch词组Phrasematch精准Exactmatch建立自己的否定关键词词库Youcancreateanegativekeywordlist商品投放ProductTargeting特点Feature商品投放是一种针对性很强的广告投放方式，它主要针对你的竞品来进行。ProductTargetingisahighlyfocusedadplacementstrategy,primarilyaimedatyourcompetitors.将广告投放到这些竞品的listing界面上去Directlyplaceyouradsonlistingpagesofthesecompetitors.预先选择好哪些是产品的主要竞品Pre-selectwhicharethemaincompetitorsofyourproduct方式Targetingoptions选择某一个或某几个竞品投放Chooseoneorseveralspecificcompetitors整个相关的类目进行竞品广告投放Targetanentirerelevantcategoryforcompetitorads商品投放ProductTargetingWhathavewelearned?品牌推广广告SponsoredBrands新推出的、主要针对品牌卖家的广告。Newlylaunchedadvertisements,primarilytargetingbrandsellers.广告类型Adtypes商品集ProductCollections品牌旗舰店焦点BrandStores视频广告VideoAdsWhathavewelearned?展示型推广广告SponsoredDisplay跨境平台新增的广告类型Anewadditiontoadtypesbythecross-border

e-commerceplatform目的：站外+站内Destination:Off-siteandon-site

locations广告类型Adtypes受众广告AudienceAds商品投放ProductTargeting受众广告AudienceAds跨境平台自动把你的广告投放到站外Thecross-bordere-commerceplatformautomaticallyplacesyouradsinvariousoff-sitelocations卖家只需设置好竞价和参与产品SellersjustsetthebidandparticipatingproductsWhathavewelearned?当我们进入卖家后台，想要为自己的产品创建一个广告活动的时候，我们会有几种选择呢？Whenweentertheseller'sbackendandwanttocreateanadvertisingcampaignforourproducts,howmanyoptionswillwehave?3种Threeoptions商品推广广告SponsoredProducts品牌推广广告SponsoredBrands展示型推广广告SponsoredDisplayWhathavewelearned?让好的产品呈现在更多的顾客面前Letgoodproductsbepresentedtomorecustomers.01如何使自家的产品更引人注目？Howdowemakeourownproductsmoreappealing?02如何在消费者面前展示更多的产品和企业形象？Howcanwedisplaymoreproductsandourcorporateimagetoconsumers?03如何让消费者在所有竞争者中更多地理解企业的产品，吸引消费者的注意？Howcanweensureconsumersbetterunderstandourproductscomparedtocompetitors,thusgrabbingtheirattention?范蠡曾献策扶助越王勾践复国；FanLiadvisedandaidedKingGoujianofYueinthesuccessfulkingdomrestoration,leadingtheStateofYuetodefeattheStateofWu.兴越灭吴，期间三次经商成巨富；Duringthistime,heachievedgreatwealththroughbusinessthreetimes,

三散家财onlytodistributeitallawaythreetimes.范蠡FanLi“范蠡三迁皆有荣名，名垂后世”。FanLigainedfameinthreedifferentplaces,andhisnamewaspasseddownthroughtheages.范蠡FanLi司马迁

SimaQian(arenownedhistorianinancientChina)站内广告投放策略On-siteAdvertisingPlacementStrategies站内广告投放策略Whathavewelearned?On-siteAdvertisingPlacementStrategies增加商品销量Boostsales增加新品的曝光机会Increasevisibilityfornewitems商品推广广告好处BenefitsofSponsoredProducts不要选择单价太低的商品Avoidingproductswithverylowprices1商品单价高，意味着商品有较高的利润，利润高才可以支撑广告支出，从而实现广告产出大于投入的效果。Higher-priceditemsofferbetterprofitmarginstocoveradcostsandensureapositivereturnoninvestment.优选大众认可的款式(颜色)Prioritizingpopularstyles(/colors)2为大众款商品投放广告，以这些商品为该Listing导入流量，点击进入的买家如果有个性化的需求，自然会主动关注变体中的个性款。AdvertisepopularitemstodrivetraffictotheListing.Consumersenteringthepagewithspecificneedswillnaturallyexploretheuniquevariantsthemselves.优选大众认可的款式(颜色)Prioritizingpopularstyles(/colors)2关键词选择Choiceofkeywords3同一个商品，使用不同的关键词，带来的转化率也会不同。Thesameproductcanyielddifferentconversionratesdependingonthekeywordsused.01了解哪些是商品的关键词，如何选择适合商品的关键词。Knowwhichkeywordsarerelevantandhowtoselectthemostsuitableones.02卖家在投放广告之前，一定要熟悉所售商品的属性和特性。Beforelaunchingads,sellersmustthoroughlyunderstandtheattributesandcharacteristicsoftheproductstheyareselling03选择关键词Keywordselection精准关键词Precisekeywords长尾关键词Long-tailkeywords宽泛关键Broadkeywords新手卖家Newsellers预算较少Limitedbudgets长尾关键词Long-tailkeywords对商品的认识不足，投放的关键词未必是最恰当；Keywordschosenforadcampaignsmightnotbeidealduetolimitedproductunderstanding.根据卖家中心后台的广告数据分析报表对关键词进行调整。SellerscanadjustkeywordsbasedontheadvertisingdataanalysisreportfromtheSellerCentraldashboard.4~6周后4-6weekslater广告投放之初Atthebeginningofadvertisingplacements调整出价的原则Principlesforadjustingbids4调整广告出价都要建立在足够的数据分析的基础之上。Everybidadjustmentshouldbebasedonsufficientdataanalysis.01调整广告出价要循序渐进，避免大幅度地提升或降低，一般控制在原出价的20%左右即可。Adjustbidsgraduallyandavoidlargeincreasesordecreases.Achangeofabout20%fromtheoriginalbidisusuallyappropriate.02卖家可以把实际广告销售成本比与目标广告销售成本比做对比，来决定如何调整广告出价。Bycomparingtheactualcost-of-saleratiotothetargetone,sellerscandecidehowtoadjustbids.03广告支出较高Adspendistoohigh适当降低广告单次出价,在调整中观察是否可以在不明显影响销量的情况下减少广告支出。Considerslightlyloweringthebidandmonitorifthisreducescostswithoutsignificantlyimpactingsales.调整出价的原则Principlesforadjustingbids4实际广告销售成本比Actualadvertisingcost-of-saleratio目标广告销售成本比Targetadvertisingcost-of-saleratio广告预算还有空间There'sbudgetroom如果广告的曝光和流量较小卖家可以考虑适当提高广告的单次出价，然后观察广告提价是否提高了Listing的转化。Iftheadhaslowvisibility/traffic,considerslightlyincreasingthebid,andobserveifthehigherbidbooststheListing'sconversionrate.调整出价的原则Principlesforadjustingbids4实际广告销售成本比Actualadvertisingcost-of-saleratio目标广告销售成本比Targetadvertisingcost-of-saleratio优化listingOptimizingtheListing5Listing优化为商品投放广告是为了让商品能够展示在搜索结果页面靠前的位置，从而获得更好的曝光和流量。OptimizingaListingbeforeplacingadsaimstogettheproductdisplayedprominentlyinsearchresults,drivingbettervisibilityandtraffic.01选定一款商品投放广告时，必须首先要确保该商品的Listing是完整的，且具有吸引力，图片、标题、五点、关键词、商品描述等设置都要准确、详细。Beforeselectingaproductforads,ensureitsListingiscompleteandcompelling.Elementslikeimages,title,bulletpoints,keywords,anddescriptionmustbeaccurateanddetailed.02主图的优化工作Optimizingthemainproductimage优化listingOptimizingtheListing5商品评价的多少、好坏，星级的高低也会对客户的

购买意向造成一定程度的影响。Thequantityandqualityofreviews,alongwiththestarrating,influence

consumerintent.优化listingOptimizingtheListing5核心目的：为了更好地服务于产品，促进产品的认知度、需求度及购买转化率。Corepurpose:Tobetterservetheproductandenhanceitsawareness,desirability,andconversionrate小结Briefsummary

设计和投放：秉持产品至上的原则，确保广告内容既吸引人眼球，又真实反映产品本身，而非虚假和夸大。Advertisementdesignandplacement:Prioritizetheproduct;ensurethatthecontentisengagingyetaccuratelyreflectstheproductitself;avoidfalsehoodsorexaggerations.小结Briefsummary

站内DEALOn-siteDeals站内DEALWhathavewelearned?On-siteDealsDeal站：专业的导购促销平台，为卖家与买家之间搭建了一座高效互动的桥梁。Dealsites:Theyserveasprofessionalsalespromotionplatformsandbuildanefficientbridgebetweensellersandconsumers.站内DealOn-siteDeals站外DealOff-siteDealsDeal站DealsitesDeal站的核心组成部分ThecorecomponentofDealsites为卖家提供了一个集中展示商品优惠、吸引潜在买家的专属舞台；Providesellerswithadedicatedstagetoshowcaseproductdeals

andattractpotentialconsumers站内Deal

On-siteDeals卖家实施促销策略、提升销售业绩的关键途径。Serveasakeychannelforsellerstoimplementpromotional

strategiesandboostsalesperformance促进商品销售实现销售额快速增长Driveproductsalesandachieverapidrevenuegrowth站内Deal作为卖家促销活动的重要方式之一On-siteDealsserveasoneofkeypromotionalmethodsforsellers.站内Deal

On-siteDeals限时折扣Limited-timediscounts限量抢购FlashsalesWhathavewelearned?成功的站内Deal活动，有助于提升卖家在平台内的整体形象与曝光度。Asuccessfulin-siteDealactivityhelpsenhancetheoverallimageandexposureofsellersontheplatform.LightingDeal一种限时打折促销活动。跨境平台会在特定时间段内以折扣价格销售特定商品，这种优惠通常只持续几小时，并且有数量限制。Thisisatime-limiteddiscountpromotion.Thecross-bordere-commerceplatformsellsspecificproductsatdiscountedpricesduringasettimewindow.Thesepromotionsusuallylastonlyafewhoursandhavequantitylimits.清理库存Toclearinventory站内Deal分类Categoryofon-siteDeals过季商品Outofseasonproducts过剩商品SurplusproductsLightningDeal申请条件ApplicationrequirementsforLightningDeals商品有一定数量的评价，评价质量较高，以及新品的转化率较高。ToapplyforLightningDeals,productsneedacertainnumberofhigh-qualityreviewsandagoodconversionratefornewproducts.商品价格是当前购物车售价的8折或更低。ThepricesforLightningDealsmustbe80%orlessofthecurrentcartprices.卖家可以根据情况灵活设置报名频率，但不能过于频繁。Sellerscanflexiblysethowoftentheyapplybasedontheirsituationandtargetaudience,butnottoofrequently.站内Deal分类Categoryofon-siteDeals跨境平台为一组商品提供的最佳优惠价。BestDeal价格通常比标准售价低，但持续时间较长。Thisoffersthebestpromotionalpriceforagroupofproductsonthecross-borderplatform.PricesforBestDealsaretypicallylowerthanstandardpricesbutlastlonger.BestDeal站内Deal分类Categoryofon-siteDeals每月最多2次；SellerscanapplyforBestDealsnomorethantwiceeachmonth;商品需为新品、销售历史良好、评价高、没有违反平台政策、有足够的库存。ProductsforBestDealsmustbenew.Theymustalsohaveagood

saleshistory,highratings,nopolicyviolations,andsufficient

inventory.站内Deal分类Categoryofon-siteDeals申请条件Applicationrequirements跨境平台每天为一款或多款商品提供的折扣优惠。Thisprovidesdiscountsononeormoreproductsdailyonthecross-borderplatform.DealofTheDay持续一天；ADealoftheDayeventlastsfor1day;DealofTheDay站内Deal分类Categoryofon-siteDeals热门或畅销商品Bestsellersorpopularproducts平台特别推荐商品Speciallyrecommendedproductsonthecross-bordere-commerceplatformDeal申请成功以后会收到邮件，告知参与时间，时间不合适可以选择取消，再次申请。Oncetheeventapplicationissuccessful,thesellerwillreceiveanemailconfirmingtheparticipationtimeslot.Ifthetimeslotisunsuitable,thesellercancancelandreapply.类别Category特征CharacteristicsLightningDeals时间短、库存少、产品种类有限；LightningDealsareshort-term,havelimitedstock,andfeaturefewerproducttypesDealoftheDay时间长、售价低、只有一款产品；DealoftheDayeventslastlonger,offerlowerprices,andhighlightonlyoneproduct.BestDeals时间长达一周，商品种类丰富，而且可由卖家自己选择参加。BestDealslastuptoaweek.Theyincludediverseproductsandallowsellerself-selection.站内Deal区别Differencesofon-siteDeals促销时间Promotionduration商品种类Producttypes促销形式Promotionmethods站内Deal的优点Advantagesofon-siteDeals02量更精准且多，LightingDeal出现在平台访问量最高的页面之一，它的活动也都被收录到搜索结果中。通过deal可以引来大批站内免费流量，流量很大。

Theybringmorepreciseandsubstantialtraffic.LightningDealsfeatureonatop-trafficplatformpageandareincludedinsearchresults.LightningDealscanattractlargeamountsoffree,on-sitetraffic.

01程序简洁，可以直接通过客户经理申请，如果您的产品足够好，平台会邀请您参与deal。Theprocessisstraightforward.Sellerscanapplydirectlythroughtheiraccountmanager.Ifyourproductisstrongenough,theplatformmayalsoinviteyoutoparticipateinaDeal.03可以提升排名和销量，带动其他关联产品的销量，还可以帮助你清理滞销库存和季节性产品。

Theycanenhancerankingsandsales,stimulatesalesofrelateditems,andassistinclearingslow-sellingorout-of-seasonstock.

优点Advantages首图title必须完全按照要求修改Thecoverimagetitlemustbemodifiedexactlyasrequired.01020304审核时间长ThereviewprocesstakesalongtimeBestdeal,平台会要求直接降价，活动后才可提价ForBestDeals,theplatformmayrequiredirectpricereductions,andpricescanonlybeincreasedafterthepromotionsend.价格相对站外Deal要高很多Pricesofon-siteDealsaregenerallymuchhighercomparedtooff-siteDeals.审核条件Approvalcriteria卖家严格遵守平台政策，确保每一个Deal活动都在合法合规的框架内进行。SellersstrictlyadheretoplatformpoliciestoensurethateveryDealrunswithinlegalandcompliantboundaries.Whathavewelearned?关注并符合相关法律法规的要求Payattentiontoandcomplywiththerequirementsofrelevantlawsandregulations.价格策略Pricingstrategies宣传用语Promotionallanguage售后服务After-salesservice诚实守信透明公开Honesty,integrity,transparencyandopenness3种Threetypes分别是LightingDeal、BestDeal、DealOfTheDayTheyareLightningDeal,BestDeal,andDealoftheDay.站内deal有几种呢？Howmanytypesofon-siteDealsarethere?站外推广常用方法CommonOff-sitePromotionMethodsWhathavewelearned?数据分析dataanalysis精准定位precisepositioning站外促销方式及技巧Whathavewelearned?Methodsandtechniquesforoff-sitepromotion社交媒体Socialmedia网红营销Influencermarketing站外DealOff-siteDeals常见站外推广方式Commonoff-sitepromotionmethods概念Concept指通过其他一些社交网站创建和发布一些产品内容，分享目标受众所关注的话题与有内容的价值，从而吸引到更多的受众群与粉丝。Socialmediapromotionsinvolvecreatingandreleasingproductcontentonothersocialnetworks,sharingtopicsofinteresttothetargetaudiencesandvaluablecontenttoattractmoretargetaudiencesandfollowers.广告投放Advertisingplacement长期内容创作Consistentcontentcreation短时精准流量获取和长尾引流的双重效果Achievebothshort-term,targetedtrafficandlong-term,sustainabletraffic社交媒体Socialmedia概念Concept指是在某个特定领域或社群中，找到有名气并且有影响力的人，来宣传和推广产品或者是品牌，网红营销的主战场也以社交媒体为主。Influencermarketinginvolvespartneringwithwell-knownandinfluentialindividualsinaspecificfieldorcommunitytoadvertiseandpromoteproductsorbrands.Themainbattlegroundforinfluencermarketingisalsosocialmedia.网红营销Influencermarketing概念Concept引流卖家可以在跨境平台上做一些促销活动，然后分享到Deal网站。Bywayofoff-siteDeals,sellerscanrunsomepromotionsonthecross-bordere-commerceplatformandsharethemonDealwebsites.站外DealOff-siteDeals01前期Intheearlystages产品自身listing一定要优化好，因为产品才是根本，站外推广只是辅助作用。Yourproduct'slistingmustbeoptimized,becausetheproductitselfisthefoundation,andoff-sitepromotionsaremerelysupplementary.02中后期Duringthemid-to-latestages通过站外促单来提高产品排名，以此降低站内广告营销成本，从而形成良性循环。Drivingordersthroughoff-sitepromotionmethodscanboostproductranking,whichinturnlowersthecostsofon-siteadcampaigns,leadingtoapositivefeedbackloop.03滞销产品Slow-sellingproducts滞销或者过时的季节性或节日性产品，通过站外清库存。Slow-sellingproductsYoucanuseoff-sitepromotionmethodstoclearstockforslow-sellingoroutdatedseasonal/holidayitems.转化率提升Improvedconversionrate做好产品的listingOptimizeourproductlistings通过站内外资源结合，让产品在节点到来时更快更好的售卖出去。Combineon-siteandoff-siteresourcestoensurefasterandbettersalesduringholidaysandflashsaleperiods.02活动开始前一周就要准备好，尽量提高产品排名，增加产品曝光。Prepareaweekbeforetheeventtoboostproductrankingsandincreasevisibility.01推广很多，产品转化无提升。就需要检查listing是否出了问题，及时调整。You'vedonealotofpromotionbutconversionratesremainlow.Checkifthelistingis