Have you solved the problems of direct train bidding, deductions, and drainage?

There are various problems that you will encounter during driving through the express train. Below are three problems that everyone often encounters, such as: bidding, deduction, and traffic diversion. Sellers who want to know can take a look!

1. Wireless bidding and optimization skills

The wireless side will have much higher clicks than the PC side, so the wireless side often bids for keywords but the actual deduction is very low. The wireless side will get more traffic at a price several times lower than the PC side. So for bidding recommendations for wireless terminals:

1. The bid should be higher than 20% of the average market price of the keywords just invested in. In order to ensure the basic display, the price is too low and cannot be displayed.

2. Accurate long-tail words can be boldly bid, which is more than 50% higher than the PC end price. For example, if the keyword is 1 yuan for the PC end, the wireless end can be more than 1.5 yuan for the wireless end.

3. Optimize later. In the early stage, based on the display volume, if there is no display, increase the price until there is a display; then adjust according to the click rate. If the click rate is too low, the price will be reduced.

Keyword optimization skills: Keyword optimization is nothing more than price adjustment and deletion of keywords. It seems simple, in fact, it requires a lot of data support. Only through data analysis can correct adjustments be made. Let me talk about some general ideas for keyword optimization:

1. If the keyword display is not enough, the keyword relevance is good and the quality score is higher than 7 points, the price can be increased, otherwise it will be deleted;

2. If the display volume is sufficient but the click rate is very low, the price reduction will be processed;

3. If the display volume is sufficient and the click rate is not bad, but the conversion rate is very poor, the price is reduced first and the observation is observed;

4. The conversion rate is relatively good. Words like roi can be processed with a price increase;

After the keyword is placed for a period of time, the delete process is performed. After adjustment, the new words are deleted for words that have no display within 3 days, no clicks for 7 days, and no conversion for 15 days, and the new words are replaced.

2. How should new product direct traffic be diverted?

This year is a state of fierce competition for direct trains, so don’t be greedy for big traffic when it is put on the shelves. My suggestion is that if the baby has just been put on the shelves, don’t add too many promotional keywords, and don’t add industry big words, because at this stage, even if there is a large wave of traffic in it, you can’t grasp it and absorb it. Our most important goal now is to test the model + heat up, so at the beginning, just add a few or a dozen long-tail keywords. After the test model is successful, if the keywords are performed well, and the data is also good. In the case of this, you can add some secondary words appropriately. Remember to check, optimize keywords that are not displayed or traffic frequently, delete keywords that are not displayed and have no potential in time to avoid lowering the weight of the entire plan. It is not recommended to turn on off-site and targeted in the early stage. What we need in the early stage is precise traffic, not large traffic. We must take the path step by step. When there is no stage where we absorb large traffic, we should not blindly introduce large traffic. This will only lower our overall weight and be detrimental to future growth.

3. The score was lost. Yesterday was still 10 points, but today it was 6 points.

1. First look at yesterday's data. If yesterday's data is worse than previous data, then start with the worse data. If the data is dropped, start to solve which dimension is solved.

2. If the data does not change much, check whether the real-time ranking has dropped. If it drops, it is basically certain that it is because of the following reasons.

3. The data of competitors is optimized. The express train is not a stand-alone game. It can be said that we are facing the challenges of our opponents at all times, so our data does not fluctuate much. However, if the data of competitors is up, it will also affect our quality score. This is the same as the racing horse mechanism. Whoever runs faster will get tens. If you fall behind, you will be eliminated. For example, friends who are now doing summer clothing now only need to optimize the data during this period (the requirements at this stage are very low, because the data in the entire industry is not good, and the click rate of 3% is already very good). At present, there is no need for very good data to quickly increase tens. However, if the peak season comes in April, the data of peers has been flipped, and you still keep the current data slowly, and the quality score will naturally fall. Although you have not changed, others have changed and the market has changed!

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