The direct train is a tool for attracting traffic, and spending money is inevitable. The unit price of the baby is low, which is obviously a loss-making matter. It is normal for sellers of such stores to have such concerns. But the editor told the shopkeepers that such a store can actually try driving a direct train. Next, the editor will share with the shopkeepers the cases of their own operation.
【Shop Introduction】
First, let’s introduce the situation of the store I operate. The main category is small jewelry, with prices ranging from 40 cents to 10 yuan. It is a very low average customer price ratio, and PPC has no advantage, and it is relatively high in this customer price.
【Specific operational ideas】
The editor of the editor who has a low average customer price like this is to attract more traffic with as little money as possible, promote conversion, and achieve a well-known input-output ratio. According to this, it is nothing more than seizing three points to make a breakthrough, namely measuring the click rate and PPC. In fact, click-through rate and PPC are two consecutive and close indicators. Only when the click-through rate is high can PPC be reduced as soon as possible.
The first step is to test the model. It is necessary to test the model. If you don’t test the potential model and get on the car casually and increase the click rate by desperately, it will be just a waste of money. Therefore, it is very important to measure potential models.
The second step is to improve the click rate. There are many factors that affect the click rate. However, the potential treasures that have been tested must have certain strength, so they will save a lot of effort to cultivate them. This is also one of the importance of testing models.
In the process of improving click-through rate, the editor mainly pays great attention to the quality score of the baby and the creativity of the picture, so if you do these two points well, the click-through rate will increase faster.
【Practical Cases】
After testing, the account selected two important main recommendation models, which were for different subcategories.
1. The price ranges are as follows: one is 1.2-2.5 yuan PPC at around 0.46 yuan; the other is 5.5-12.8 yuan PPC at around 0.7 yuan. In this way, the average customer price of Baby is quite low, and PPC is only the estimated average price. In actual promotion, it will definitely continue to increase the price, so it will be higher.
price
Baby 1
Baby 2
2. Data sharing
After the test model and subsequent click-through rate increase of the two models, Baby 1 can reach more than 3, and Baby 2 is also about to get close.
3. The number of transactions is quite considerable, the PPC is much lower, the ROI is relatively good, and the overall transaction amount can be doubled.
Laogao Crown Club – Taobao operation
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