5.最佳推廣方式 分析

最佳推廣方式分析Analysisofthebestwaytopromote主講：譚婭Thelecturer:YaTanCONTENTS01淘寶直通車推廣TaobaoThroughTrainpromotion02淘寶智鉆推廣TaobaoSmartDiamondpromotion03淘寶客推廣TaobaoGuestpromotion04京東快車JingdongExpress1直通車推廣計劃類型a.TypesofThroughTrainpromotion推廣計劃Promotionplans特

點(diǎn)Characteristics展示位置Placement寶貝推廣Productpromotion直通車是最基礎(chǔ)的營銷產(chǎn)品，賣家為推廣商品設(shè)置相關(guān)的關(guān)鍵詞，并設(shè)定一個合理的出價，當(dāng)買家搜索該關(guān)鍵詞時，賣家的推廣商品就會得到展現(xiàn)。這種推廣方式能夠明確買家的搜索意圖，幫助賣家精準(zhǔn)地鎖定潛在目標(biāo)客戶ThroughTrainisthemostbasicmarketingproduct.Sellerssetrelevantkeywordsforproductpromotionaswellasareasonableprice.Whenbuyerssearchthosekeywords,theproductpromotionmadewillbeshown.Thistypeofpromotioncandeterminebuyers’searchintentionsandhelpsellerspreciselytargetpotentialcustomers.PC端：搜索關(guān)鍵詞后，頁面左側(cè)有1~3位“掌柜熱賣”展示位，頁面右側(cè)有16個豎著的展示位，頁面底端有5個橫著的展示位。每頁展示21個商品，右側(cè)展示第1~16個，下面展示第17~21個。搜索頁面可一頁一頁往后翻，展示位以此類推；PCterminal:aftersearchingkeywords,1-3slotstoshow“popularproducts”areontheleftofthewebpage.Ontherightofthewebpage,thereare16verticallyplacedslots.Thereare5slotsacrossthebottom.Oneachwebpage,21productscanbedisplayed,1-16ontherightand17-21atthebottom.Thepagestoshowsearchresultsareshownlikethisonebyone.手機(jī)淘寶/手機(jī)網(wǎng)頁版：搜索結(jié)果中，帶有“HOT”字樣的商品Taobaoonthephone/webpage:theproductswithcharacters“HOT”inthesearchresult.定向推廣Orientationpromotion依靠淘寶網(wǎng)龐大的數(shù)據(jù)庫，構(gòu)建出買家的興趣模型，根據(jù)買家的瀏覽與購物習(xí)慣，由系統(tǒng)自動匹配出與買家興趣點(diǎn)相匹配的商品展示給買家RelyonthemassivedatabaseonTaobao,buyers’preferencemodelcanbeconstructed.Basedonbuyers’browsingandshoppinghabits,thesystemcanautomaticallymatchbuyers’interestswiththecorrespondingproductsforbuyers.PC端：“我的淘寶”—物流詳情頁、“我的淘寶”—已買到的寶貝、收藏列表頁、旺旺每日焦點(diǎn)；PCterminal:“MyTaobao”—Logisticdetails,“MyTaobao”—Productsbought,theCollectionlist,Alitalkdailyheadings;移動端：手機(jī)淘寶首頁—“猜你喜歡”等資源位Mobileterminal:Taobaohomepageonthephone—resourceplacementlike”Guessyourfavorites”店鋪推廣Shoppromotion賣家對店鋪首頁或?qū)Ш巾?、商品分類頁（多產(chǎn)品）進(jìn)行的精準(zhǔn)推廣，能對商品推廣的不足起到有效的補(bǔ)充作用，有利于店鋪進(jìn)行品牌宣傳Sellersconductprecisionpromotionofitsshophomepage,navigationpage,andproductcategory(varioustypesofproducts)page.Itfunctionsasacomplementationtoproductpromotionandfacilitatesitsbrandpublicity.關(guān)鍵詞搜索結(jié)果右下側(cè)“店家精選”區(qū)域、淘寶網(wǎng)熱賣頁面右下側(cè)“店家精選”區(qū)域、一淘熱賣搜索結(jié)果左下側(cè)“店家精選”區(qū)域“Specialselectionsfromtheseller”onthebottomrightcornerofthekeywordssearchresultwebpageandthatalsoonthebottomrightcornerofTaobaoHotSellingwebpage,andthatonthebottomleftcornerofYitaoHotSellingsearchresultwebpage.活動推廣Campaignpromotion賣家自主報名，將一部分符合淘寶特別運(yùn)營要求的商品在某一時間段于特定位置進(jìn)行集中展示Sellersvoluntarilysignup.PartofproductsthatmetTaobaospecialoperationalrequirementswillbedisplayedtogetherinacertainspecificperiodoftime.淘寶網(wǎng)各頻道頁面活動ThewebpageactivitiesoneachTaobaochannel.一、淘寶直通車推廣A.TaobaoThroughTrainpromotion一、淘寶直通車推廣A.TaobaoThroughTrainpromotion2直通車扣費(fèi)原理b.ThroughTrainchargeprinciples直通車有多種推廣形式的營銷產(chǎn)品，它們都是按點(diǎn)擊量進(jìn)行計費(fèi)的。ThroughTrainpromotesproductsinvariousformsandispaidbyclicks只有當(dāng)買家點(diǎn)擊了賣家的推廣信息后系統(tǒng)才進(jìn)行扣費(fèi)，單次點(diǎn)擊產(chǎn)生的費(fèi)用不會大于賣家所設(shè)置的出價。Onlywhenthebuyerclicksontheseller’spromotioninformation,willthesystemwilldeductthefee.Thecostperclickwillnotbemorethanthebidsetbytheseller.直通車扣費(fèi)公式為：扣費(fèi)=下一位的出價×下一名的質(zhì)量得分/賣家的質(zhì)量得分/0.01。TheformulaforthedeductionofThroughTrainis:Deduction=nextbid×nextqualityscore/seller'squalityscore/0.01.從公式可以看出，關(guān)鍵詞的質(zhì)量得分會影響扣費(fèi)，某個關(guān)鍵詞的質(zhì)量得分越高，賣家所需付出的費(fèi)用就越低。Ascanbeseenfromtheformula,thequalityscoreofthekeywordaffectsthedeductionfee.Thehigherthequalityscoreofakeywordis,thelowercost,thesellerwillpay.二、淘寶智鉆推廣B.TaobaoSmartDiamondPromotion1智鉆的推廣類型a.TypesofSmartDiamondPromotion智鉆的推廣類型推廣類型釋義特點(diǎn)優(yōu)勢展示廣告以圖片展示為基礎(chǔ)，精準(zhǔn)定向為核心，面向全網(wǎng)精準(zhǔn)流量實時競價的展示推廣平臺展示位置：包含淘寶網(wǎng)、天貓、新浪微博、網(wǎng)易、優(yōu)酷土豆等幾十家淘內(nèi)淘外優(yōu)質(zhì)媒體的上百個大流量優(yōu)質(zhì)展位超大流量、精準(zhǔn)定向、出價靈活、精準(zhǔn)優(yōu)化、不同場景可以制定個性化營銷策略展示形式：支持圖片、Flash等動態(tài)創(chuàng)意，支持使用鉆石展位提供的創(chuàng)意模板制作收費(fèi)方式：在按展示付費(fèi)（CPM）的基礎(chǔ)上，增加按點(diǎn)擊付費(fèi)（CPC）的結(jié)算模式投放方式：選擇資源位，設(shè)定定向人群，競價投放，價高者得移動廣告通過移動設(shè)備（手機(jī)、平板電腦等）訪問App或網(wǎng)頁時顯示的廣告，形式包括圖片、文字鏈、音頻等展示位置：網(wǎng)絡(luò)視頻節(jié)目（電視劇、綜藝等）播放前/后插播視頻貼片突破了電視、報紙等傳統(tǒng)廣告的覆蓋范圍，在受眾人數(shù)上有了很大的超越，并且移動廣告可以根據(jù)用戶的屬性和訪問環(huán)境將廣告直接推送至用戶的手機(jī)上，傳播更加精準(zhǔn)展示形式：視頻格式展示，時長15秒以內(nèi)定向支持：除鉆展常規(guī)定向外，還可以支持視頻主題定向，篩選熱門動漫、影視、演員相關(guān)視頻節(jié)目，精準(zhǔn)投放創(chuàng)意形式：可以自主上傳視頻，也可在創(chuàng)意實驗室中制作視頻貼片推廣類型Typesofpromotion釋義Definition特點(diǎn)Features優(yōu)勢Advantages視頻廣告Videoadvertisement賣家可以通過視頻廣告，在視頻播放開始或結(jié)束時展現(xiàn)品牌宣傳類視頻Sellerscandemonstrateavideoadvertisementforitsbrandpublicityatthebeginningorendingofanothervideo.展示位置：主要展現(xiàn)在國內(nèi)主流視頻網(wǎng)站，如PPS、愛奇藝、優(yōu)酷等大型視頻媒體。廣告主要展現(xiàn)在視頻開始前15秒視頻進(jìn)行播放，以及視頻播放暫停時的廣告浮出Placement:mainlyonthewebsitesofdomesticlargemainstreamvideomedialikePPS,iQIYI,Youku.Theadvertisementisusuallydisplayed15minutesbeforethevideoorpopsupwhenthevideoissuspended.①優(yōu)質(zhì)流量，曝光環(huán)境好；1.high-qualitytrafficandgoodexposureenvironment②支持PC、無線多渠道投放；2.SupportPCandWirelesschanneltodelivertheadvertisement③支持視頻主題定向3.Supportvideothemeorientation展現(xiàn)形式：以視頻格式進(jìn)行廣告內(nèi)容的展示Form:advertisementcontentisdisplayedinaformofavideo.定向支持：針對視頻網(wǎng)站提供視頻主題定向，根據(jù)目前熱播劇集的名稱、主題進(jìn)行定向Orientedsupport:providetheme-orientedvideos,likecurrentlyhitshownameortheme-orientedvideos,basedonthevideowebsite.創(chuàng)意形式：視頻支持FLV，MPEG等主流視頻格式Creativityforms:popularvideosformatslikeFLV,MPEGandsoon.明星店鋪Celebrityshops鉆石展位的增值營銷服務(wù)，僅向部分鉆石展位用戶開放Theaddedvalueofdiamondslotsisonlyavailableforpartuserswhopurchasedthediamondbooths.展示位置：在淘寶PC端、手淘以及UC瀏覽器神馬搜索結(jié)果頁面最上方位置Displaypositions:onthetopofTaobaoPCterminal,TaobaoandUCbrowser,ShenmaSearchresultwebpages.①位置在搜索結(jié)果頁面最上方，占據(jù)黃金推廣位置，投資回報更高；1.Onthetopofthesearchresultwebpage,coveringprimepromotionposition,sohigherinvestmentrevenue.②支持PC端和無線端獨(dú)立投放和設(shè)計創(chuàng)意，便于廣告主專門為無線營銷場景設(shè)計品牌創(chuàng)意，同時明星店鋪投放計劃支持地域和時段投放；2.SupportPCterminalandwirelessuniquedeliveryanddesigninnovation.Advertiserscandesignbrandcreativityforwirelessmarketingoccasions.Thedeliveryplansofcelebrityshopssupportdeliveryofadvertisementincertaingeographicalareasorperiodsoftime.③方便廣告主完成展示+搜索廣告的一站式購買；3.Advertiserscaneasilyfinishone-stoppurchaseofdisplayandsearchadvertisement.④數(shù)據(jù)沉淀強(qiáng)化買家品牌記憶與搜索習(xí)慣，提升品牌形象4.Dataprecipitationstrengthensbuyers’brandmemoryandsearchhabitsandthusimprovesthebrandimage.二、淘寶智鉆推廣B.

TaobaoSmartDiamondpromotion2智鉆資源位的選擇b.TheselectionofSmartDiamondresourceniche2資源位尺寸3資源位展現(xiàn)頁面4資源位出價5資源位預(yù)算各檔次的主要資源位資源位流量主要資源位十萬級PV男裝、女鞋、女包、親子、居家等頻道首頁；一淘巨優(yōu)惠焦點(diǎn)圖百萬級PV女裝類目焦點(diǎn)圖；收貨成功通欄；交易詳情頁面底部通欄和小圖；淘金幣新焦點(diǎn)圖千萬級PV淘寶網(wǎng)首頁資源位；收藏夾底部通欄；旺旺每日彈窗焦點(diǎn)圖和小圖；新浪微博首頁底部通欄各檔次資源位出價資源位出價主要資源位高（平均CPM≥5元）女裝類目焦點(diǎn)圖、淘寶首頁焦點(diǎn)圖、天貓收貨成功頁面通欄、名店促銷焦點(diǎn)圖，以及女包、男裝頻道焦點(diǎn)圖等中（3元≤平均CPM≤5元）收藏夾底部通欄、旺旺每日彈窗焦點(diǎn)圖、收貨成功頁面底部通欄等低（平均CPM≤3元）旺旺每日彈窗小圖、新浪微博首頁底部通欄，以及頁面右側(cè)的推薦等根據(jù)推廣目的選擇資源位Chooseresourcenichesbasedonthepromotionpurposes推廣目的Promotionpurposes推廣特點(diǎn)Promotioncharacteristics資源位選擇推廣品牌Brandpromotion流量大、出價低，以較低的展現(xiàn)成本進(jìn)行比較廣泛的傳播Whenpromotingbrands,itexpectsthetransmissionthatisfeaturedwithlargetrafficbutlowbidssothatitcanspreadinformationmorewidelyatarelativelylowdisplaycost.淘寶首頁三屏通欄、首頁兩屏右側(cè)大圖、首頁三屏小圖Thethree-screencrossbannerontheTaobaohomepage,thebigtwo-screenpictureontherightsideofthehomepage,andthesmallthree-screenpictureonthehomepage.店鋪活動Shopcampaigns主要側(cè)重于特殊目的，如淘金幣、聚劃算、促銷以及新品推廣MainlyfocusonspecialpurchaseslikeTaobaoGoldCoins,ABargain,abigsale,andnewproductpromotion.淘寶首頁焦點(diǎn)圖、淘金幣新焦點(diǎn)圖、首頁中部右側(cè)

theanimatedadsontheTaobaohomepage,NewAnimatedadsofTaobaoGoldCoins,andtheright-centerofthehomepage.推廣單品Singleproductpromotion展現(xiàn)的重點(diǎn)是單品，買家更傾向于瀏覽并往往帶有強(qiáng)烈的購買目的Thedisplayconcentratesonthesingleproduct.Buyersarepronetobrowse,withastrongpurchaseintention.旺旺每日焦點(diǎn)彈窗小圖、淘寶首頁中部右側(cè)小圖AsmallpicturepoppedoutbyAlitalkDailyFocusandtheright-centerofthehomepage.3智鉆定向原理c.SmartDiamondorientationprinciples群體定向、興趣點(diǎn)定向、訪客定向的原理定向類型定向原理群體定向系統(tǒng)綜合買家的搜索、瀏覽、收藏、購買行為等歷史行為，確定買家當(dāng)前點(diǎn)擊概率最大的商品種類和價格偏向，從中提煉出21種主流商品類型，每種商品類型分別有“高、中、低”三種價格供買家選擇興趣點(diǎn)定向與群體定向基本相同，但興趣點(diǎn)定向相對來說更加精準(zhǔn)，即系統(tǒng)綜合買家的搜索、瀏覽、收藏、購買等歷史行為，確定買家當(dāng)前最大的興趣點(diǎn)訪客定向系統(tǒng)綜合買家瀏覽、搜索、收藏、購買等歷史行為，確定買家與店鋪的關(guān)聯(lián)關(guān)系。一旦買家選定某個店鋪，系統(tǒng)就可以向與選定的店鋪所有有關(guān)聯(lián)的用戶投放推廣計劃群體定向、興趣點(diǎn)定向、訪客定向的對比精準(zhǔn)到商品所屬類目我知道目標(biāo)顧客喜歡男裝群體定向精準(zhǔn)到商品所屬葉子類我知道目標(biāo)顧客喜歡T恤興趣點(diǎn)定向精準(zhǔn)到有該商品的店鋪我知道目標(biāo)顧客喜歡××店鋪的T恤（如風(fēng)格、價格）訪客定向智鉆其他定向及其特點(diǎn)OthertypesoforientationofSmartDiamondandtheirfeatures定向類型Targettypes定向特點(diǎn)營銷場景定向Marketingscenarioorientation根據(jù)買家在店鋪中的行為特征做出的廣告定向投放，根據(jù)定向人群與店鋪之間的關(guān)系，共分為3層，即觸達(dá)客戶、興趣客戶和核心客戶：觸達(dá)客戶是指看到過廣告的用戶；興趣客戶是指點(diǎn)擊了廣告的用戶；核心客戶是指通過點(diǎn)擊廣告進(jìn)入店鋪，在店鋪中瀏覽、收藏、購物車、成交等有數(shù)據(jù)交互行為的用戶Targetedadvertisementisdeliveredbasedonthebuyer’sbehaviorinshoppingCustomerscanbedividedintothreecategories,accordingtotherelationshipbetweentargetedcrowdandtheshop.Theyarecustomersreached,customersattracted,andcorecustomers.Customersreachedrefertotheuserswhohaveseentheadvertisement.Customerattractedreferstotheuserswhohaveclickedtheadvertisement.Corecustomersrefertotheuserswhohaveenteredtheshopbyclickingtheadvertisement,andhaveinteractiveactionslikebrowsing,saving,addingtotheirshoppingcart,makingadeal,etc.達(dá)摩盤（DMP）定向DaMopan(DMP)orientation根據(jù)阿里媽媽達(dá)摩盤數(shù)據(jù)管理平臺開設(shè)的人群定向。達(dá)摩盤是阿里媽媽打造的數(shù)據(jù)管理平臺，該平臺可以提供消費(fèi)行為、興趣偏好、地理位置等多維度的數(shù)據(jù)標(biāo)簽，賣家可以選定適合自己推廣目的的標(biāo)簽，快速圈定目標(biāo)人群，建立個性化的用戶細(xì)分和精準(zhǔn)營銷ThecrowdorientationsetbytheAlibabaDaMopandatamanagementplatformcanprovidemultidimensionaldatalabelssuchasconsumerbehavior,interestsandpreferences,geographicallocations.Buyerscanselectproperlabelsthatfittheirpromotionpurposetocirclethetargetedcustomergroupandsetupcustomizedusersegmentationandprecisionmarketing.系統(tǒng)智能推薦Systematicallyrecommendation系統(tǒng)根據(jù)店鋪自有人群進(jìn)行智能擴(kuò)展，相對效果比較理想Basedonthecurrentpopulationdata,thesystemcanautomaticallyexpand.Theeffectisveryideal.行業(yè)店鋪定向Industrialshoporientation從行業(yè)維度定向到相關(guān)店鋪，即定向到近期訪問過行業(yè)優(yōu)質(zhì)店鋪的人群，部分類目可以選擇二級類目Orientfromindustrialdimensiontorelevantshops,namely,thegroupofpeoplewhovisitedtheoutstandingshopsinthesameindustry.Partofthecategoriesaresecondary.二、淘寶智鉆推廣B.

TaobaoSmartDiamondpromotion4智鉆出價d.SmartDiamondpricing出價測試示例Pricingtestexamples出價Prices獲得展示量Impressionsobtained點(diǎn)擊單價Costperclick測試結(jié)果Testresults出價方案調(diào)整Adjustpricingplans2元8000.5元0.5yuan出價過低，流量少Thepriceistoolow.Thetrafficislittle.適當(dāng)調(diào)高出價Increasethepriceproperly4元230000.8元0.8yuan出價適中，流量多，且點(diǎn)擊單價合適Thepriceisproper.Thereismuchtrafficandthecostperclickisreasonable.出價合理Thepriceisreasonable.6元310001.3元1.3yuan出價過高，流量多，且點(diǎn)擊單價過高，預(yù)算花費(fèi)太大Thepriceofferedistoohigh.Thereismuchtrafficbutthecostperclickisexcessivelyhigh.Thebudgetistoohigh.適當(dāng)調(diào)低出價Reducethepriceabit.二、淘寶智鉆推廣B.

TaobaoSmartDiamondpromotion1淘寶客推廣基礎(chǔ)a.ThebasisofTaobaoGuestpromotion淘寶客推廣的原理TheprinciplesofTaobaoGuestpromotion1二、淘寶智鉆推廣B.

TaobaoSmartDiamondpromotionThebuyerPlaceanorderSetcommissionThesellerDeliveryconfirmedTaobaoAllianceCommissionpaidGenerateproductcodesPromotionTaobaoGuest三、淘寶客推廣C.TaobaoGuestpromotion加入淘寶客推廣的條件RequirementsforjoininginTaobaoGuestpromotion2店鋪類型Typesofshops店鋪信譽(yù)Shopcredit商品數(shù)量Productquantity店鋪動態(tài)評分Dynamicshopgrading集市店鋪Mallshops個人店鋪信用等級一心及一心以上或參加了消費(fèi)者保障計劃Theindividualshopcreditgradeisoneormorehearts.Andtheshopjoinedtheconsumerprotectionplan.正常且出售中的商品≥10件Normalandthenumberofproductssold≥10pieces.店鋪動態(tài)評分各項分值均不低于4.5Inshopdynamicgrading,eachscoreshouldnotbelowerthan4.5.企業(yè)店鋪Enterpriseshops企業(yè)店鋪信用等級＞0Enterpriseshopcreditgrade>0.正常且出售中的商品≥10件Normalandthenumberofproductssold≥10pieces.店鋪動態(tài)評分各項分值均不低于4.5Inshopdynamicgrading,eachscoreshouldnotbelowerthan4.5.天貓店鋪Tmallshops無要求Norequirements.正常且出售中的商品≥10件Normalandthenumberofproductssold≥10pieces.店鋪動態(tài)評分各項分值均不低于4.5Inshopdynamicgrading,eachscoreshouldnotbelowerthan4.5.1淘寶客推廣基礎(chǔ)a.ThebasisofTaobaoGuestpromotion淘寶客推廣的類型PromotiontypesofTaobaoGuest計劃名稱Plannames計劃定義Thedefinitionoftheplan傭金范圍Commissionrange能否暫停Canbeceasedornot能否刪除Canbedeletedornot通用計劃Ageneralplan賣家加入淘寶客推廣默認(rèn)開啟的計劃，主要由淘寶客單獨(dú)獲取某個商品或店鋪的推廣鏈接發(fā)送到淘寶網(wǎng)以外的地方進(jìn)行推廣。全店商品推廣，目前只能設(shè)置類目傭金比率ThesellerjoinsthedefaultplaninitiatedbyTaobaoGuestpromotion.TaobaoGuestwillspeciallyobtainacertainproductorshoppromotionlinkandsendittotheplaceotherthanTaobaoforpromotion.Forallproductpromotion,currentlyonlycommissionratebycategorycanbeset.類目最高傭

金比率為

50%Thehighestrateofthecommissionbycategoryis50%.否No.否No.定向計劃Anorientedplan由賣家在后臺自行創(chuàng)建，可以自定義一些功能，目前只能設(shè)置不公開且手動審核的定向計劃。也是全店商品參加，未設(shè)置主推商品按類目傭金結(jié)算Thesellercansetupitattheirbackgroundplatformanddefinecertainfunctionontheirown.Currently,theycanonlysettheorientationplanthatcannotbepublicizedandrequiresmanualreview.Allproductsintheshopwillparticipate.Ifthetargetedpromotionproductsarenotset,commissioncanbecalculatedbycategory.類目最高傭

金比率為

70%Thehighestrateofthecommissionbycategoryis70%.計劃運(yùn)行7

天后可手動暫停，暫停后無法重新開啟Aftertheplanrunsfor7days,itcanbepausedmanually.Afterthepause,itcannotberestartedagain.暫?？勺?/p>

行刪除Itcanbedeletedautomaticallyafterthepause.如意投計劃Adesireddeliveryplan需賣家自行激活，由阿里媽媽系統(tǒng)根據(jù)商品傭金比率及寶貝綜合質(zhì)量情況，將商品智能推送到愛淘寶搜索結(jié)果頁、中小網(wǎng)站櫥窗推廣等Thesellerneedstoactivateitontheirown.TheAlibabasystemwilldeliverthesearchresulttoAiTaobao,middle-scalewebsitewindowpromotion,etc.,accordingtothecommoditycommissionrateandthecomprehensivequalityoftheproduct.類目最高傭

金比率為

50%Thehighestrateofthecommissionbycategoryis50%.可隨時暫停，再次開啟需暫停15天以后Canpauseatanytime.Ifyouneedtorestartit,youneedtowaitfor15daysafterthepause.無法刪除Cannotbedeleted.活動計劃Acampaignplan賣家報名淘寶客發(fā)起的互動招商活動后，由系統(tǒng)自動生成的計劃（主要便于查看報名活動的商品和活動效果數(shù)據(jù)）ThesellersignsuptheinteractiveinvestmentcampaignlaunchedbyTaobaoGuest.Thesystemwillautomaticallygenerateplans(mainlyfortheconvenienceofcheckingtheproductsignedupandthedataaboutthecampaigneffects).類目最高傭

金比率為

90%Thehighestrateofthecommissionbycategoryis90%.報名成功不支持中途退出和修改傭金比率Ifyousignupsuccessfully,youcannotquitormodifycommissionrateinthepromotion.無法刪除

活動結(jié)束

自動失效Thecampaigncannotcancelled.Itwillendanddisappearautomaticallywhenitisfinished.三、淘寶客推廣C.TaobaoGuestpromotion1淘寶客推廣基礎(chǔ)a.ThebasisofTaobaoGuestpromotion賣家在設(shè)置傭金比例時，需要綜合考慮多方面的因素：Whenthesellersetsthecommissionrate,factorsinallaspectsareconsidered:.一方面，如果傭金比率設(shè)置得太低，淘寶客會失去推廣商品的興趣和熱情，賣家也就無法收到良好的推廣效果；Ontheonehand,ifcommissionrateissettoolow,Taobaoguestswilllosetheinterestandenthusiasminpromotingtheproducts.Then,thesellercannotreceivegoodpromotioneffects.另一方面，賣家不能為了讓更多的淘寶客推廣店鋪中的商品就盲目地提高傭金比率，還要考慮商品的價格、銷售數(shù)量和成本，以及商品本身的盈利比率。Ontheotherhand,thesellercannotincreasethecommissionrateblindlytoattractmoreTaobaogueststopromoteforthem.Theyalsoconsidertheproductprice,sales,costs,andtheprofitrateoftheproductitself.因此，傭金應(yīng)該設(shè)置在一個合理、適度的范圍內(nèi)，這樣既能保證店鋪的銷售收益，又能保證商品可以得到淘寶客更多的推廣。Therefore,commissionshouldbesetinareasonableandproperrange.Inthisway,thesalesoftheshopandwidepromotionofproductscanbeguaranteed.★2淘寶客傭金設(shè)置b.ThesettingofcommissionsonTaobaoGuest三、淘寶客推廣C.TaobaoGuestpromotion四、京東快車D.JDExpress京東快車廣告位推廣類型廣告展示位

AdvertisementslotsPC端

PCTerminal無線端

WirelessTerminal商品推廣Productpromotion搜索結(jié)果頁：左側(cè)“商品精選”、底部“商品精選”。右側(cè)商品列表原生廣告，每頁最多展現(xiàn)6個廣告；三級類目列表頁：頂部“熱賣推薦”、左側(cè)“商品精選”、底部“商品精選”，右側(cè)商品列表原生廣告，每頁最多展現(xiàn)6個廣告Searchresultpage:“Speciallyselectedproducts”ontheleftandatthebottom.Ontherightside,thereisaproductlistwhereatmost6originaladvertisementscanbeplaced.Third-classcategorylistpage:“Hotsalerecommendations”onthetop,“Specialselectedproducts”ontheleftandatthebottom.Alsoontherightside,thereisaproductlistwhereatmost6advertisementscanbedisplayed.搜索結(jié)果頁：京東App關(guān)鍵詞搜索結(jié)果、微信及手機(jī)QQ購物、M關(guān)鍵詞搜索結(jié)果頁都包含信息流廣告，搜索結(jié)果每頁默認(rèn)為11個SKU，其中包含1個廣告位，右下角標(biāo)注“廣告”字樣；推薦位：京東App首頁底部“分類”選項，進(jìn)入類目對應(yīng)商品列表頁，每頁包含2個廣告位，右下角標(biāo)注“廣告”字樣；京東App首頁底部、商品詳情頁、“我的京東”、購物車——“猜你喜歡”|“為你推薦”Searchresultpage:JDAppkeywordsearchresult,WeChatandQQshoppingonthephone,Mkeywordsearchresultallcontainnewsfeedads.ThedefaultSKUoneachsearchresultpageis11,including1advertisementslotwithalabelof“ad”atthebottomright.Recommendationslots:Throughthe“Category”optionatthebottomofthehomepageofJDApp,wecanenterthecorrespondingproductlistpage.Oneachpage,thereare2advertisementslots,withalabelof“ad”atthebottomright.AtthebottomofJDApphomepage,productdetailedpage,“MyJD”,shoppingcart——”Preferenceguess”,and“Specialrecommendationsforyou”.活動推廣Campaignpromotion搜索結(jié)果頁：左下側(cè)“商家精選”；Searchresultpage:atthebottomleftside,thereisa“Specialproductsselectedbysellers”.三級類目列表頁：左下側(cè)“商家精選”；商品詳情頁，頁面左側(cè)底部Third-classcategorylistpage:“Specialproductsselectedbysellers”atthebottomleftandthebottomleftsideoftheproductdetailedpage./店鋪推廣Shoppromotion/App搜索結(jié)果頁中穿插，第20個位置，展現(xiàn)機(jī)制為自動抓取近半年內(nèi)店鋪銷售額較高的3個SKU，第一個單品SKU為默認(rèn)跟單SKUAdvertisementslotinsertedontheAppsearchresultpage.Onthe20thposition,thedisplaymechanismisthatitwillautomaticallycrawltheshopswithtop3SKUintheirsalesduringthelatesthalfyear.ThefirstsingleproductSKUisadefaultSKU.1京東快車廣告位a.JingdongExpressadvertisementslots站內(nèi)推廣的類型投放類型開放類目投放方式頻道頁按日買斷競價投放目前開放了服裝鞋帽類的商家商家可以根據(jù)自己的商品選擇投放在合適的頁面、合適的廣告位搜索結(jié)果頁CPC競價投放開放了所有品類商家可以根據(jù)自己的商品設(shè)置關(guān)聯(lián)性高的關(guān)鍵詞，選擇投放在合適的廣告位郵件推廣的類型及其特點(diǎn)Emailpromotiontypesandfeatures投放類型Typesofdelivery特

點(diǎn)Features素材要求Materialsrequired整封定制（活動）Whole-packagetailor(campaign)給京東會員推送的促銷郵件，整個郵件以活動圖片展現(xiàn)為主，商家可以自主設(shè)計郵件內(nèi)容和風(fēng)格，郵件內(nèi)容以活動大圖展現(xiàn)為主，可以定制投放人群數(shù)量和時間ForthepromotionemailsenttoJDmembers,itmainlydisplayscampaignpictures.Thesellercandesignthecontentandstyleoftheemailontheirown.Thecontentisorientedwithbigpicturesrelatedtotheactivity.Thesellercandeterminethenumberofpeopletoreceivetheemailandthetime.郵件標(biāo)題：可以填寫50個字，超過35個字進(jìn)行提示，自動在末尾添加“（AD）”圖片素材：圖片寬度650像素，高度650像素~980像素之間，上傳圖片≤140KB；支持上傳圖片類型：JPG、JPEG、PNG、BMPTheemailtitle:atmost50characters.Anoticewillshowwhenthenumberofcharactersenteredreaches35.“AD”canbeautomaticallyaddedattheendof