If you want to become a successful Qoo10 seller, you need to use their marketing tools.
You and I know that sales are the most crucial element for an ecommerce store to survive. But sales does not come from nowhere.
What you really need to do is to generate traffic to convert them into sales.
So how do you do that?
Before you can even generate any traffic, you need to make your products discoverable in the large platform.
Unless you are selling very niche products, you are almost definitely going to face a large number of competitors.
Think about consumer behaviors: If everyone is selling wireless chargers, why should I buy from you?
Fortunately, it is not difficult to generate traffic if you know how to create good marketing campaigns. In Qoo10, you need to use the tools in a right manner to drive more traffic to your products.
Here are the two techniques you need to know to drive traffic to your products on Qoo10.
Increase Product Visibility in Search Results
Assuming that you are buying a kettle, think of how you will find a suitable product on Qoo10.
Do you hover over “Home & Living” and click into another sub-category?
I will use the search function. Why bother to search through the category if I already know what I want to purchase?
Shopping online is unlike shopping in the mall. When you shop online, most of the time you have an objective. You know what you want to buy even before you access e-commerce platform.
Now think again: do you go to page 2 or page 3 of a search result when you look a product?
Research shows that 91% of Google searchers do not go beyond page 1 of the search result. This can also apply to people who search for a product in Qoo10. Do you really look through all the pages? Most people don’t.
Because of this behavior, you will need to make sure that your products appear on the top of the search results before you can generate any sales.
So How to Push Up Your Products in Qoo10?
This is what “Bid for Keywords” is about. You can find this in QSM > Promotion > Ad Display > Plus Display.
It helps you to push your product to the top of the page. Basically, this is how it is done:
- You bid for a keyword (e.g. kettle) for one product.
- If you win the item as the 2nd highest bid, your product will appear as the 2nd item. If you win the item as the 1st highest bid, your product will appear as the 1st item on the 1st page of the search result.
There are 4 sub-tools in this category. Let’s go through them individually.
If you bid for a keyword using Keyword Plus, your product will appear on the first page of the search result when someone searches for the keyword.
When you enter a keyword, you can view the search count. Each keyword yields a group of keywords. This means that your product will appear for all the keywords in that keyword group.
Each keyword starts at 100 (S$1) q-cash. For each bid, you will need to increase by 50 q-cash. For each keyword, there are only maximum 10 winners.
In the screenshot below, you can see that there is a total of 150 search counts for “kettle”. There are 7 bidders. The highest bid is 200 and the lowest bid is 100.
Each bidding session ends at 5.50 pm daily. If you are bidding a popular keyword, you might need to camp at 5.49 pm daily to ensure that you are not outbid by anyone.
Once each session has ended, your product will appear at the top of the search result.
It’s as simple as that.
Q-Special Keyword Plus
If you bid for a keyword using this tool, your shop banner and product will appear below the winners of Keyword Plus.
There are only 4 winners for this tool. Q-Special Keyword Plus is usually less competitive compared to Keyword Plus.
Ask yourself this: Do you usually click on the shop banners?
Even though it might end up to be cheaper (and easier) to bid for a banner space using this tool, you may not necessarily generate the traffic.
Hence, most people still choose to bid for Keyword Plus.
Shop Keyword Plus
Your shop banner will appear below the winners of Q-Special Keyword Plus when someone searches for the keyword.
Similar to Q-Special Keyword Plus, there are only 4 winners in this category. Shop Keyword Plus is also less competitive compared to Keyword Plus.
Since this displays your shop banner, it may not be directly relevant to the keyword that the person is searching in the first place.
Remember that most people are very visual. If they can’t find any relevance to the product that they are searching for, they might not even click into your shop in the first place.
I have not used Brand Plus before and I can’t find any details regarding this tool.
If I have to guess, I think it will appear here:
Personally, I think this tool is useless for anyone who is not selling items from big brands. Hence, this is almost irrelevant.
Do I have to bid for the keyword every day?
The short answer is yes. You have to bid for the keyword every day.
Then I have to pay every day!
Yes. Unfortunately, that’s the way you have to do it.
If you do not bid for the keyword, your products will not appear at the top of the search results. Then, you will not be generating enough sales.
Now, if you are a popular seller, your items will be on the first page of the search results. However, your products will appear below the winners from the bids.
If you are lucky, you might only need to spend S$1 to advertise your product every day. This dollar might help you to make a few sales a week. If your product yields at least 30% profit, S$1 is definitely not very expensive.
On the other hand, if you are unlucky and stuck with many competitors, you might need to spend more than S$10 to advertise your product every day. In this case, you have to make a judgment to see if it is worth to put your money on Keyword Plus.
If all you need is an exposure on the first page of the search result, you may want to consider Q-Special Keyword Plus to get a cheaper advertisement rate.
Even though your items will not appear as high as you bid for Keyword Plus, you might still be generating some sales as long as your product appears on the first page of the search results.
This is what is important in the long run when you run your business.
Shove Your Product to the Customers
Bid for Keyword tool is very useful for sellers who are selling specific items (e.g. USB car charger). On the other hand, it may not be very useful for sellers who are selling general items (e.g. lady clothes or food vouchers).
Just ask yourself: Do I search for a food voucher on Qoo10?
It will be different if you shove your products right in their face.
What I really mean is… you make them interested in your product when they enter the main page. You catch their attention and turn it into a lead.
How many of you are guilty of distracting yourself with other items on the main page even though you already know what you want to purchase?
How To Do That?
You can use “Bid for Category” in this case. Instead of waiting for people to search for a product, you put up your product on the page and hope that they are interested in your product. The tool can be found in QSM > Promotion > Ad Display > Plus Display.
There are 5 sub-tools in this part. Let’s take a look at them.
If you bid using Deal Plus, your item will appear at the top of the category page.
Remember I say that it is rare for someone to look through the category directory? This remains true for people who already know what they are looking for.
On the other hand, if the person has no idea what he’s looking for (e.g. birthday present), he will be attracted to the top few items appeared in a category.
As compared to a keyword search, a category has higher daily page view as it is catering to a broader audience. Since the daily pageviews are much higher, the bidding price will also be much higher. More views, more expensive.
To give you a better sense, Women’s fashion yields around 13,000 daily pageviews. If you manage to convert 1% of these pageviews into sales leads, that will be around 130 potential sales.
The starting bid for each category starts at 500 (S$ 5) q-cash. There are 10 winners in each category. If you are the 6-10th winner, I would say that your traffic will be dramatically different from the 1st-5th winner.
Humans are lazy and forgetful. If I have found a product I want from the first page, I will not be navigating to the second page. If I click into any of the products on the first page, I might forget and not navigate to the second page.
You get what I mean, right?
The starting bid for each category starts from 500 q-cash. The top 5 Groupbuy Plus winners will be featured below Deal Plus items. The rest of the winners (maximum 20 winners) will be featured on the Groupbuy page.
As Groupbuy view is not easily accessible from the front page, the daily pageviews are so much lower than category pages. Do you know where to access the page?
The only nice thing is that your product might randomly appear on the front page.
If you are able to generate hype, Groupbuy plus may be a very good tool. For instance, buyer A may get her friends to join the Groupbuy to get a better deal together.
Unfortunately, I don’t find it easy to generate hype on Qoo10. Perhaps you will need to invest a few times before it can generate good sales.
By the way, that number indicates under the product (xxxx sold) includes normal sales from the past.
Winners of the category plus will see their items at the bottom of a category page.
Yes, it will be featured at the bottom of a category page.
I have no good sense that you can drive valuable traffic if you bid in Category Plus. Firstly, it is already quite rare to get someone to click on each category. Why would the buyer scroll all the way down to find something that he has no idea what to find?
If you click on each sub-category, you will see the winners of Q-Special Plus like how the Q-Special keywords will appear.
The bid of Q-Special Plus starts from 500 q-cash. I suspect not many sellers bid for Q-Special Plus.
Since this is only applicable to sub-categories, it has a fairly low number of views. For example, Women’s Clothing has around 300 daily pageviews. Yet, the starting bid price is same as Deal Plus.
Hence, it is hard to justify to pay 500 q-cash for space in the sub-category.
Brand Category Plus
Similar to Brand Plus, I have no idea what this tool is about.
The bid starts at 50 q-cash and there are no daily pageviews. I’m puzzled why this tool is still present in the list. Oh well.
Do I have to bid this every day?
In contrary to keyword bidding, there is no need to bid for space on the front page every day.
It is difficult to guarantee for sales even if your items are on the front page. Remember, you are targetting patrons who are not even sure if they are going to purchase an item on Qoo10.
This varies day-to-day and season-to-season. The cash you use to bid for a category may allow you to bid for 5 times through keyword bidding.
My sense is to try this once to get some sensing to know if you are able to generate some leads and sales. If it is not working well, you may want to rethink your strategy and go all out for keyword bidding.
Each product requires different marketing strategy. What might have worked for me might not be the best way for you.
I’ve shared with you two broad techniques and the respective tools that you can use to market your products on Qoo10.
The best way is to put in some budget for marketing. Then, do a trial and error to find out the one that can suit your product the best.
What have you tried? Share with us in the comments!