敦煌网李颖杰：站内广告投放不要盲目追求热词 - SEO优化策略

敦煌网李颖杰：站内广告投放不要盲目追求热词 - SEO优化策略

Dunhuang.com Li Yingjie: Don't Blindly Chase Hot Keywords in On-site Advertising - SEO Optimization Strategies

2021年4月13日，2021 APEC中小企业跨境电商峰会暨敦煌网生态合作伙伴大会在深圳召开，吸引跨境商家、产业链上下游企业代表超过千人参加。

April 13, 2021, the 2021 APEC Cross-border E-commerce Summit for SMEs and Dunhuang.com Ecosystem Partner Conference was held in Shenzhen, attracting over a thousand participants including cross-border merchants and representatives from upstream and downstream enterprises in the industry chain.

敦煌网高级广告产品运营李颖杰针对跨境卖家最为关注的站内流量问题，分享了站内广告投放的"独家秘笈"：

Li Yingjie, Senior Advertising Product Operation Manager at Dunhuang.com, shared "exclusive tips" for on-site advertising placement regarding the most concerning issue for cross-border sellers - on-site traffic:

站内广告投放四大秘籍 | Four Major Secrets of On-site Advertising

1. 行业搜索词 | Industry Search Terms

在选词上有一个工具，它跟广告无关，但实际上很有用，就是数据智囊里面的行业搜索词。

There is a tool for keyword selection that, while not directly related to advertising, is actually very useful - the industry search terms in the Data Intelligence section.

2. 成交单词数据 | Transaction Keyword Data

在广告后台会有成交单词的数据。买家是搜哪个词搜到你的商品并且最终买了你这个商品，我们称之为成交单词。

The advertising backend provides transaction keyword data. We call these "transaction keywords" - the specific terms buyers searched to find and ultimately purchase your product.

3. 低竞争度的关键词 | Low-Competition Keywords

对于那些大家都在抢的词，建议大家没有必要再去抬高出价抢这个词，其实可以把更多的费用、预算放到竞争度没有那么高的关键词上去。

For those highly competitive keywords everyone is fighting for, it's unnecessary to keep raising bids. Instead, allocate more budget to less competitive keywords where you can get traffic at lower costs.

4. 商品质量是关键 | Product Quality is Key

任何的营销万变不离其宗，还是要看商品。好的商品不投广告，你的转化都很好。

All marketing ultimately comes down to product quality. Good products can achieve conversions even without advertising.

如何合理使用敦煌网站内广告系统？ | How to Properly Use Dunhuang.com's On-site Advertising System?

建议最开始把全部的商品都加进来，让系统帮您匹配关键词，帮您找位置。

It's recommended to initially include all products, letting the system help match keywords and find placements for you.

之后建议您投放自动广告，既有系统的智能优化跟投放，也有自己参与的部分。

Then consider running automatic ads that combine system optimization with your own participation.

SEO优化建议：通过分析成交关键词数据优化产品标题，针对低竞争度关键词进行精准投放，实现更高ROI。

SEO Optimization Suggestion: Optimize product titles by analyzing transaction keyword data, and target low-competition keywords for precise placement to achieve higher ROI.