If you understand this article, you can understand 80% of the direct train! ! !

　　Speaking of express trains, Taobao sellers basically know that this is a common promotion method in store operations. In fact, as for the current version of express trains, there are fewer and fewer stores that make money with express trains, and it can even be said to be very rare. Many shopkeepers are saying that the ROI of the express train is very low, and it will be a loss if it continues. That's right, but this is just one aspect. You have to look at the overall effect of the express train. The express train drives the weight of the treasure. If there are a lot of natural traffic transactions, it doesn't matter if the direct train pays. Often, many people close the express train, and the baby's weight is slowly falling without any promotion, and the traffic is also falling. This is another vicious cycle. What the veteran driver wants to express is that the direct train can make money best. If the direct train cannot make money, then we will try our best to do it without making money or even lose less. As long as the weight can be increased, the traffic can naturally bring it. These are all small problems.

　　Next, the veteran driver will introduce some aspects of our daily operation of the express train to you.

　　1. Select the model

　　The first thing a car can do is to achieve the level in the end is definitely the style. So the first step for choosing a model is crucial. The veteran driver has seen many shopkeepers boasting about the quality of their babies, the highest price on the whole network, and the lowest price on the whole network. In short, every time I hear the shopkeeper say this, I will go into my left ear and out of my right ear. Because of what? Because it’s useless, if the baby is good, we will get in the car and test it out. It’s useless to say it’s useless. We want the buyer to say it’s OK and the data will be OK.

　　1. Search and choose models: Search and choose models to see future data. We need to determine which product will have the opportunity to become the main model or the hot model in the future based on the customer's search for popular keywords.

　　2. Sales volume selection: Choose the style according to sales volume. Usually, the products selected from the products are popular and popular among the public. But there is also a disadvantage that there must be the same model, so the competition will come.

　　3. Select the model through the express train: choose the model by yourself. According to your own understanding of your own baby, you will find out which model is more market-oriented and competitive. Through the express train, we can check whether there is a market for this model through feedback on data such as collection and purchase. You don’t have to pay too much attention to the conversion when choosing the model through the express train. Just refer to the collection and purchase, because at this time, we have not yet optimized the internal strength of the baby.

　　2. Main picture

　　As we all know, the most important thing is to do a good job in the initial click rate of the express train. Whether the quality score can be increased and whether the PPC can continue is closely related to the click rate, and our main picture plays a crucial part here. The main picture, as the name suggests, is the first picture that the baby shows to the customer. If you want the buyer to pay, you must first introduce the traffic to the store. Whether it can be introduced into the store. Putting aside the issue of accurate traffic, the picture is a very important step to attract buyers to enter the store.

　　There are many direct-to-bus optimization software that can generate beautiful main pictures with one click. Although it saves time a lot, it is still recommended that you find artworks with a strong foundation. Whether a painting can be vivid depends on the person holding the brush.

　　Therefore, the main picture recommended by veteran drivers are as follows:

　　1. It is best to highlight the unique selling points of the product. 2. Even if it is the same model, the main picture should be different.    

　　3. It is best to highlight the treasure attributes in the main picture 4. Continuously innovate the main picture    

　　5. Add words to the main picture: Gift/Promotion/Activity 6. Is there a unique selling point in the main picture  

　　7. Is the price clear? 8. Is the color of the main image related to the background color? 9. The fullness of the main image

　　3. Keywords

　　If the picture is the face of a baby, then the word is the blood of this baby. Keywords are an indispensable part of the plan. It affects a lot of data in the express train. Whether buyers with baby needs can be brought to our store and whether the crowd is accurate is based on the keywords.

　　In the eyes of veteran drivers, the simplest point in the direct train is nothing more than adding words related to the treasure attributes. However, in the days when veteran drivers opened live posts, it has been found that word selection is still a big problem for a large number of sellers. The choice of keywords can be said to be the top priority in our express train promotion: the kind of keywords you choose will be displayed and clicks. The keyword is like the company's "salesperson", so what we need to do is how to make this salesperson play its greatest role?

　　1. Taobao drop-down box 2. Taobao homepage category words

　　3. Search page classification words 4. Selection of business consultants

　　5. Find words for direct train software 6. Find words for direct train backend traffic analysis

　　7. Select words according to the competitor's transaction words 8. Customer search habit words

　　9. Recommended words for the backend of the express train 10. Make your own words based on the relevant attributes of the baby

　　4. Crowd

　　As a main part of the current express train, the crowd can be said to have a great impact on the express train. Because everyone knows whether the preliminary plan can be done, traffic and click-through rate are the two most important points. The biggest impact on click-through rate is the main picture, word, crowd, and matching method. We all know that crowd is based on keywords, and crowds have a crucial impact in categories such as non-standard products.

　　The easiest way is to use our seller center, where there are crowd portraits of our store, where you can conduct crowd analysis, as well as customer analysis of business consultants and setting them based on your own understanding of your baby. For example, gender, age, weather and temperature are very important.

　　Speaking of the crowd, the veteran driver wanted to talk about the standard products. Recently, many friends from Q&A posted privately chatted with me about the diagnosis express train. I found that many people still don’t understand the classification of standard and non-standard products, and don’t know what categories should be used for what methods to do. If you have read this article, please remember that non-standard products are the crowd, standard products are the ones, and some unpopular small categories are not standard products, but they can also be blocked!

　　Non-standard products :

　　There are styles for women's clothing, men's clothing, children's clothing, etc., with large categories differentiation, various designs and various styles, so if you do the positioning operation, the cost may not be generally high. Therefore, we mainly select the people for non-standard products categories. Why do we value the people so much? What are the advantages?

　　Every day, various buyers search for babies and consume on Taobao. These buyers are very extensive matching methods, which has led to many buyers of different consumption levels and levels searching for our products.

　　However, if we search for our products is not the treasure that buyers need, then the buyer will definitely not click in, which will lead to our click rate being lowered accordingly. If the click-through rate is low, it will definitely be difficult to improve our keyword scores, and conversions will also be affected accordingly. The labels of the entire store will become more and more messy, and the traffic will become more and more garbage. Speaking of this, everyone should understand what the old driver means. The selected group of direct trains is time to reflect value. The group can help you locate buyers with different needs to search for your baby, so that buyers who are suitable for your baby can search for our baby the most directly.

　　Then the steps for our general population are:

　　01. Test--Test the precise crowd of people in the store

　　In the settings of selected groups, you can first use a relatively low premium test, and all groups are at a premium (old drivers are used to being 30%-50%)

　　02. Data optimization

　　(When a certain amount of data is available, all we need to do is to optimize the population)

　　Based on the data from the past 3 days or the past 7 days,

　　For example, those with high click-through rates, those with favorites and additional purchases, and those with conversions can increase the premium of the crowd accordingly.

　　03. Blow out the crowd

　　(Based on a certain amount of data, we know what our exclusive population is, so we increase our efforts to invest)

　　The selected crowd is basically the precise crowd of the store, and the premium can be increased in the later stage, under the PPC situation that can be afforded.

　　As for how to find people and how to locate people, you can search for them at the link above, so I won’t go into the details.

　　Standard product:

　　Standard products: The homogeneity is serious and the same type appears in search of something. Once the ranking is lower than the direct train operation, there is almost no traffic, and the crowd effect is also poor. Why? You can actually think from the perspective of others. Why don’t you buy a switch? After the Taobao search switch, there will be a switch that is exactly the same on the screen. Then will you click on the second page and the third page to read? That certainly won’t happen, so as a standard category, if the direct train does not get stuck, it will not get up at all. This is inevitable.

　　In fact, everyone knows that I have more standard products and more experiences. In my opinion, standard products are actually the simplest, much simpler than non-standard products. The prerequisite for driving is nothing more than looking at the quality and cost-effectiveness of the baby. There is no problem with these two aspects, so you can just optimize the internal strength and get on the car. Moreover, the characteristic of the standard product is that it requires a positioning. The traffic will naturally occur when the position is stuck. I just said from the beginning that the quality of the baby is fine, the cost-effectiveness is also appropriate, and the traffic is also accurate traffic, and the effect is obvious.

　　Whether we can push the express train is of course important a few days ago. Everyone knows what is the main thing to rely on to get points, and the click rate. But the embarrassing category of standard products is that it does not block the position, and there is no traffic. What about the blocking position? The price is too high and many people can't bear it. Then the veteran driver will tell you how I am used to operating standard products:

　　Day 1:

　　When choosing words, choose words that are suitable for your baby's attributes. I won't say much about this post about choosing words.

　　Add all the selected words and then click the position. It is important to note here that I will only leave words that can be stuck in the position, and the premise is that the cost will not be too high, but words that can be stuck in the position. For example, for a more general word, we only need to get to the top three or 4-6; for example, some accurate long-tail words, we can get to the first item with a low cost. In terms of scores, no matter whether the quality score is high or the quality score is low, as long as we can get to the position, we can stay.

　　Then put all these words into broad match.

　　The daily limit is set at 100 yuan, and of course the crowd must also be set. I am a habitual premium of 10%.

　　That's it, if nothing unexpected happens, it will be offline 1-2 hours after the promotion starts.

　　At this time, everyone will definitely ask, what should I do after I go offline? Don't worry about him, and the first day will end like this.

　　the next day:

　　Since we put the word position on the first day and put it in a wide match, we quickly dropped out of the first day of promotion.

　　At this time, the next day I increased the daily limit to 200 yuan, which is also in the card status and is widely matched.

　　Note here: If you find that some of the word click-through rates in the plan are too low, you can delete or re-block the position, and make sure that the position is not low.

　　This will also be offline soon, and then there is no need to worry about it.

　　Day 3:

　　In the past two days, we were in the position and adjusted to a wide match, which led to the rapid offline operation for two days.

　　On the third day, all the keywords in this way were adjusted to accurate matching and the daily limit was added.

　　If nothing unexpected happens, after all keywords are adjusted to accurate matching, the click rate will soar, at least more than double the previous one.

　　The premise for us to do this is that the direct train on the 1st to 2nd day is offline in a very short time. Under such operation mode, the quality score will generally soar on the 3rd to 4th day.

　　Well, in the end, many people have problems with the understanding of the express train itself. The express train is a tool for draining traffic. If you make a good treasure, the people and techniques of operating it can only account for 30%, and the remaining 70% depends on the treasure. The direct train is like a mentor who excavates our good treasures and displays them to the buyer. If the baby itself has certain problems, no matter how much money is spent, how can the operation be done? What's the use of the buyer not agreeing with it? ?