Taobao Opens New Search Ads, Ranking In Sales Volume.

Taobao has finally opened up a keyword search advertising campaign -- the advertising product called "sales star" started this week in a small area.

If implemented on a large scale, it will be Taobao's first ad product without personalized traffic.

In other words, if a keyword is first bought, no matter whether the user is male or female, in which city, the first sales volume will only appear in the same business advertisement.

According to the introduction of Alibaba's digital marketing platform Ali mother on April 10, "sales star" is a supplement to the original search advertising business "through train".

It also pays according to the actual click effect, but the price increases naturally due to the increase of the traffic ceiling.

The location of the advertisement is fixed: first and eleventh of the sales of the search column Tab.

At present, the first recommendation places are only open to the top ten of the sales volume, while article 11 deals with eleven to twenty of the sales volume.

Ali mother has not disclosed the key words and the specific price of the open auction.

In the "sales star" entry page, intermediary said, this product is suitable for "new product listing, explosive sales, flat sales slow season steady volume" business.

Although most of the customers of performance advertising end up relying on Taobao or Tmall channels to complete the paction, the choice of channels of communication is not just Taobao's choice.

This year, Taobao anchor Li Jiaqi, who is using the whole voice of the whole network, is an example.

With other platforms such as jitter, the flow pool is more efficient in making stars. Some Taobao stores can't get more traffic from the platform, and they will move to other platforms. Once they spend their advertising fees elsewhere, it is the loss of Ali's mother.

In addition, jitter has launched "shopping assistants", "quick hands shop" and B station has also made the "potential list grass planting machine". These external content platforms have accelerated the commercialization speed since 2018 and expanded the pressure of Taobao.

The drawbacks of precision placement within the platform have been revealed today in the disappearance of the whole network traffic dividend. More and more Taobao stores began to complain that hard growth is one of the proofs.

Increasing the flow of advertising products is not just the Taobao family doing.

Just last week, WeChat's circle of friends announced its support for the function of @ friends. All friends circle advertisements were opened by default, which means that the friends circle advertising that originally bought fixed traffic has the opportunity to expand the communication by relying on the social attributes of WeChat.

According to mother Ali told curiosity daily, the test covered two digit businesses, which took several months from the establishment to the on-line, because "in the second half of last year's rounds of business visits, we found that many businesses had a strong demand for non personalized traffic.

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