TMALL Marketing
Promote your products through advertisement on Alibaba's e-commerce platforms
What is TMALL Marketing?
If you are selling your products on one of TMALLs platforms (TMALL Global, TMALL or Taobao) paid advertisement through Alimama is crucial to increase your traffic and conversions.
Similar to Baidu Marketing there are different advertisement options. Depending on your business target and product category, we can help you identify the correct TMALL marketing platform and advertisement strategy.
We help you improve your Tmall paid advertising ROI
The most used Tmall paid advertising Tools
search ads, display ads, feeds ads and affiliate marketing.
Zhitongche (ZTC) 直通车
ZTC is one of the most cost-efficient keyword search marketing tool targeting consumers with specific purchase intention. ZTC charges by ad clicks (cost-per-click). Since ZTC provides a direct access of products for consumers through search, it´s commonly used to promote new products for new customer acquisition or hero products for maximal conversion.
Star Shop/Brand Zone 明星店铺/品牌专区
Star Shop/ Brand Zone is a brand name driven keyword search ad. It is predominately available for brand flagship stores on Tmall. It is the best Tmall advertising channel to distinguish flagship stores from unauthorized sellers and distributors. It is usually used as the best channel for the sellers to reach consumers who already follow a brand.
Super Recommendation 超级推荐
Super Recommendation is an algorithm-driven advertising system that pushes personalized recommendations to consumers based on their in-app activities. Super Recommendation ads are displayed on the Taobao App's Homepage, Shopping Cart, Payment Page, Weitao, Live-streams Homepage and Youhaohuo 有好货.
Diamond Booth 智钻/钻展
Diamond Booth is a display ad that is driven by visual display (image & videos), with precise targeting as its core mandate. It employs the same real-time bidding cost model but is different from ZTC & Star Shop/Brand Zone mas it can be displayed both inside and outside the Taobao environment on mobile or PC. There are 192 display locations in total. Mobile display often has the best performance accumulating over 90% of the overall generated. Diamond Booth charges via ad exposure (cost-per-mile).
TaobaoKe淘宝客
TaobaoKe is an Affiliate Marketing tool which allows retailers to set up commissions and rewards for individuals or platforms that could help promote a brand. It is often used to attract traffic from outside of the Taobao ecosystem. For instance, consumers place orders via the hyperlinks generated from affiliates through private channels, including third-party websites, social platforms, WeChat chat groups and more.
1. Targeting
By selecting the target consumers with clear objective (e.g., new consumer acquisition or direct conversion) we design test scenarios to continuously improve on click performance and sales conversions.
2. Keywords
We review, sort out and categorize your keywords and assign the best-performing keywords to promote your brand. By AB testing scenarios we continuously monitor and optimize your performance.
3. Media Optimization
We break down your banners into individual elements and develop new designs suitable for the Chinese market. By testing the banners, we identify the most effective banners for your ads.
4. Bidding strategy
We will consider the off-peak and peak bidding times for you and set up optimal time-of-use bidding to maximize spending efficiency. We refer to industry benchmarks to set up the time-of-use bidding optimally for them.
Our Process
Systematic approach powered by cutting edge software
We support your advertisement plants from the strategy development to the operational implementation.
Free Download
eTOC white paper “China Digital Marketing Full Guide” for free download:
- China Digital Landscape
- China IT Infrastructure
- Search Marketing
- China Social Media Marketing
- Alibaba Performance Marketing
- B2B Marketing in China
We Have Great Answers
Tmall Paid Advertising FAQ
Alimama is the marketing technology platform inside the Alibaba eco-system. Based on algorithms, Alimama integrates and extracts data from search results, recommendations, videos, finance data, logistics data, and Alibaba-affiliated websites and apps, to generate a large, complex, and heterogeneous uni-data report.
It offers multiple paid advertising solutions based on a bidding methodology to support marketing needs from brand exposure to sales conversion.
Alimama offers vendors on Alibaba Group’s marketplaces (e.g., Taobao, Tmall) online marketing services for both computer and mobile ends.
Tmall paid advertising is a must have sales-driven marketing measure in Chinese e-commerce. Understanding Alimama’s paid advertising tools’ mechanisms is of utmost importance on China’s largest e-commerce platform Tmall.
In order to optimize Alimama’s paid advertising performance, the first step is to evaluate the current performance metrics and identify potential improvements. When identified, budget and strategies can be set accordingly.
There are 4 major aspects of a more effective paid advertising strategy:
- Target consumers
- Keywords
- Ad material design
- Time of use bidding
In order to optimize Alimama’s paid advertising performance, the first step is to evaluate the current performance metrics and identify potential improvements. When identified, budget and strategies can be set accordingly.
There are 4 major aspects of a more effective paid advertising strategy:
- Target consumers
- Keywords
- Ad material design
- Time of use bidding
Among people who purchase a product following a KOL campaign, 48% of them buy directly from the links provided by the influencer. The other half will head to e-commerce platforms to benchmark prices before buying. That’s why KOL marketing is maybe the most effective way to promote a new brand.
KOL cooperation can be used on all above mentioned social media platforms.
KOL cooperation can be used on all above mentioned social media platforms.
Yes, eTOC provides marketing services for all major Chinese social media platfroms.
Moonie Zhu
Managing Director Europe
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