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Case Summary

▲Case A: Home Tool Products

▲Seller Background : Old link, 4.3 Stars, Ratings 200 +, Price approximately $ 25 , Main Category Ranking 7200+

▲Seller Pain Points:

• The link has been in the new product period for months, and there has been no BD recommendation.
• The natural ranking of high-traffic keywords is unstable and shows a downward trend, as shown in the figure.
• Daily sales of 20-30 units before reporting to BD, unstable.

In view of the seller's current problems, the solutions are as follows:

• No BD recommendation for the link: This category has a relatively large market volume, and the seller's order volume before BD may not meet the threshold for flash sale recommendations; at the same time, the seller's limited number of store links (low store GMV) may also be a factor restricting the link's eligibility for flash sale recommendations.

Solution: First use WOOT to impact link sales, improve link traffic circles, and at the same time, rule out whether the lack of flash sale recommendations for the link is due to sales problems.

• Unstable natural ranking of high-traffic keywords: On the one hand, the advertising structure setting before the link BD is not reasonable enough; on the other hand, the keyword order volume is not enough to obtain the qualification for the top ranking of high-traffic keywords.

Solution: Adjust the advertising design during the BD period, targeting push words; increase the order volume of keywords to improve/stabilize the natural ranking.

WOOT Activity Summary

Sales Comparison

Sales Growth: The first round averaged 60 units per day → the second round averaged 82 → the third round averaged 126, the product's sales have been rapidly improved; the sub-category ranking has also been significantly improved.

BSR Ranking Comparison

Significant Ranking Improvement: Main category ranking increased from 5000+ to around 700+, sub-category ranking increased from 30+ to around the top 10.

Advertising KPI Comparison

During the three rounds of BD, the advertising data comparison is as follows. Although the advertising CPC/CR/ACOS has not changed significantly, the advertising order share (AOP) has dropped significantly.

Listing Natural Traffic Changes

During and after the event, the link's natural traffic increased significantly.

Keyword Natural Ranking: During the event, the natural ranking of the product's high-traffic keywords improved significantly.

It can be seen that during the interval between activities, the natural ranking of the link's keywords decreased, but once the next round of BD is connected, the ranking returned to a high level, indicating that the natural ranking of the link's keywords requires a large amount of data to maintain, and the surface link's BD effect is very good. If multiple rounds of BD activities can be continued, it can bring higher and more stable rankings.

How should the three rounds of BD be combined?

Longer promotion duration and higher frequency of promotion can achieve better results. The first choice is 14+14+14; the second choice is 14*2+7; 7+7+7 is not recommended.

This case chose 7+14*2, which is not a good choice. From the trend of the natural ranking of keyword A above, it can also be seen that the natural ranking decline after a 7-day BD interval is significantly greater than that after a 14-day BD interval.

Summary

1. Using WOOT BD's high-frequency/long-term characteristics can accelerate the unit time density of data volume, thereby changing the data definition of the link, breaking through the traffic circle, and regaining higher traffic allocation;

2. Multiple rounds of BD promotion can shorten the promotion process and effectively reduce advertising costs;

3. When using WOOT promotion, it is recommended to use a long-term and high-density BD approach (i.e., 14*3 is preferred), mainly using manual keyword advertising.