Pinduoduo promotion click price is higher than bid, why?

　　With the rise of Pinduoduo's e-commerce platform, how to operate Pinduoduo is also a concern for many sellers. In fact, Pinduoduo has also done paid promotion similar to Baidu. Pinduoduo search promotion is simply keyword promotion. Merchants choose keywords related to products and obtain rankings based on the keyword quality score. However, many merchants reported that the actual deduction for search and promotion is more than calculated by the formula. Where is the reason? Let’s discuss the concept of click-to-deduct fee for promotion rankings.

　　Let’s take a look at the problems of this merchant:

　　The bid for search and promotion keywords is 0.50 yuan. Why is the maximum deduction for search keywords that are clicked once is 4.66 yuan, while the total number of clicks consumes 70.75 yuan?

　　Answer: The system deduction is based on the deduction formula after bidding. It is understood that the merchant’s operation background record is because the merchant adjusts to 6 yuan at 11 o’clock, and the ranking is very high after the adjustment, and the fee will be deducted; after 1 o’clock, the merchant will be adjusted to 0.5 yuan. In this case, the system data recycling will have a time, and the merchant will have an illusion during this period, so the above phenomenon will occur. Clicks with high deductions are also clicks when you bid higher.

　　Extension: Pinduoduo search promotion fee deduction rules

　　The highest deduction fee is deducted according to the keyword bid set by the merchant, and the lowest deduction fee is deducted according to the starting price of 0.1 yuan.

　　For example: the keyword "mobile phone" is: Merchant A has a bid of 0.3 yuan, with a quality score of 8, ranking first; Merchant B has a bid of 0.4 yuan, with a quality score of 5, ranking second; Merchant A has a deduction for one click on the keyword = (0.4*5)/8+0.01=0.26.

　　If there is no traffic in a short period of time, it is recommended to observe for a while before making adjustments to the price, rather than directly paying high prices like the merchant in the case, which will inevitably lead to the risk of high spending. It is recommended that the price adjustment should not increase or decrease sharply. There is no flow rate, so you can adjust the range of 0.3 yuan, 0.5 yuan, etc. Too much data fluctuation is not a good thing for the account itself, and it also requires relatively high operating capabilities.

　　Now all Pinduoduo merchants know why the actual deduction for their search and promotion is relatively high, right? Therefore, don’t bid for promotion like a roller coaster. After all, if you lower the price, the platform will take a while, and at this time, the fees will naturally be more expensive. We need to master the essence of paid promotion in order to make good use of the low cost of promotion to bring us traffic and promote sales growth.