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Big Name Private Meeting | Golden Crown Club

2021-09-14

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Event theme: Big names private meeting | Golden Crown Club

Activity time: 2021.9.16--9.17

Event location: Hangzhou Xihu District

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Big names private party

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;">　　In the first case, the price of the first item is lower. If you have 4-6 keyword bids or the top three keyword bids, after 2-3 days of stable click-through rate optimization, the ranking bids of 4-6 keywords or the top three keywords can be lowered, and the keyword bids can be reduced by 0.3-0.5 yuan.

　　The second case depends on the speed of burning money. With the same limit, if the keyword bid is not raised, the offline time will be earlier, so you can drag the price to reduce PPC.

　　The third type is to look at the real-time data. We use the real-time data of the express train to see whether the click volume in each time period is increasing. If it grows, it means that the weight is increasing. At this time, you can drag the price, and then optimize the region, keywords, and population again to increase the input-output ratio.

　　As shown in the figure: Actual case of towing price 1: PPC has been reduced from 3.28 yuan to 1.69 yuan.

　　Case 2 of the Entrust Price Law: PPC has been reduced from 1.33 yuan to 0.73 yuan.

3. Later stage of the express train: amplify the flow and increase the natural flow

　　If we want the direct train to achieve better conversion and increase the natural traffic after reducing PPC, we need to add the transaction words and transaction words in the business consultant, and selectively filter them into the direct train to improve the conversion. At the same time, we pay attention to the collection and purchase data, and pay attention to the long-lasting and stable click-through rate and conversion rate, so as to increase the exposure of additional natural traffic.

　　At the same time, when the click rate is stable and the product conversion rate is good, we consider whether to open a direct train to increase the homepage. After all, this part of the traffic cost is small, which is very helpful for small sellers to attract traffic. However, keyword weights need to be done in the early stage. First, the natural keyword conversion should be maintained, and second, the pit production should be improved through the direct train keywords, search, and guess you like to make up for orders, so that the homepage traffic will be more lasting and stable.

　　The core of the express train is the click rate, and secondly, the weight is measured as the quality of the promotion of the express train, which is what we usually call the express train weight.

　　6. Direct train weight gameplay:

　　It can be divided into account weight, plan weight, creative weight, keyword weight, crowd weight, and baby weight (which has been improved above), and there are label weights and single product historical weights.

　　1. Account weight: The weight of the comprehensive feedback of all planned promotional babies under the account under the direct bus, that is, the keyword quality score and the actual bid deduction of keywords affect the account weight. When the quality scores of the PC and wireless sides are very high when we drive the direct bus, you add any baby in at this time, and the PPC will be very low, but we cannot play blindly, as the extremes of playing will be counterproductive!

　　2. Plan weight: The average click rate of two or more babies of the same category must be 8%-20%. The click rate of each keyword in a plan should be more than 2 times that of the industry. Multiple plans should be superimposed with cumulative weights, and you can increase the traffic at a low price in 3 days. This gameplay is the first screen gameplay of the 16-year low-price card. The gameplay is outdated, please be careful! However, after we understand the underlying logic, we can quickly increase points by effectively controlling the 6 dimensions that affect the planned click rate and get high weight.

　　As shown in the figure, the operation case: PPC is reduced to 0.25 yuan, and the input-output ratio is 9.94.

　　3. Keyword weight: The data feedback of keywords within 3-5 days or a week is optimized, including the weights obtained from comprehensive indicators such as click-through rate, collection and purchase rate, conversion rate, etc. The initial weight is mainly used to increase click-through rate, and the later stages are mainly used to optimize production and improve conversion. The precise long-tail words, third-level words, and second-level words are arranged in stages to amplify keyword traffic and improve conversion!

　　4. Crowd weight: Our main transaction age group, population occupation proportion, average monthly consumption limit, and whether the population label accurately affects the population weight. First, the click rate must be high, and second, the conversion must be good so that the population can get high weight.

　　Crowd optimization layout: Accurate crowds increase click-through rate, and transaction crowds increase ROI.

　　A. Early test: All the people are opened, with a premium of 100%, and match the people related to their own category.

　　B. Crowd screening: Refer to the portrait of the business consultant population, analyze it based on age, gender, occupational proportion and consumption level to find the product group that suits you want to promote. When the crowd characteristics are obvious, there will be low bid and high premium. When the crowd characteristics are not obvious, there will be high bid and low premium. Our premium range is considered based on the characteristics of the population and the initial deduction of keywords, and it can be within the range of tolerance!

　　C. Post-production: Close people with low click-through rate, no conversion, and low production. The more accurate the crowd label, the higher the conversion, and the higher the weight can be obtained.

　　5. Creative weight: The creative weight of the comprehensive delivery data of a single promotional idea within a week is mainly based on click-through rate. Creativity is the most important factor affecting quality score for a single channel, and one idea and multiple ideas have different impacts on the click-through rate of the plan; key latitude indicators: display volume, click-through rate, collection, purchase, conversion rate. Generally, optimize creativity to get a high click-through rate, which has a great auxiliary effect on the score!

　　From the bottom logic of the express train to the planned click-through rate factor, the weight is deeply analyzed, and the details will not be explained one by one; the method is the direction, a thousand miles of travel begins with a single step, hard work is the peak season, and if you don’t work hard, the off-season, the next peak season is whether it is the rapid testing of the express train, precise marketing, or low-price traffic, I hope this article can really help you.