The most complete "drive" skill cram school for direct trains is here! 【Package Inquiry】

　　At the beginning of the New Year, many e-commerce companies are preparing to fight after a period of rest! Among all the channels and tools for traffic diversion and promotion, the one that is highly valued is the promotion artifact direct train. Today, we invite e-commerce expert "Xiaolongnu" to share with you a few basic tips on express train promotion:

　　1. How to improve the keyword quality score?

　　2. How to design the creative concept of the express train?

　　3. How to grab the direct train crowd label?

　　4. How to promote direct trains in a directional manner?

　　5. How to promote the store on the express train?

　　Inquiry about Q&A:

　　Q: How to improve the keyword quality score?

　　A: Why improve the quality score of keywords? The formula for deduction for direct train : deduction = (the next one’s bid * the next one’s quality score/its own quality score) + 0.01 yuan. Only by improving the quality score can you use less money yourself, while competitors will need to spend more money. Therefore, improving the quality score directly affects your ROI and the store's profits. So how to improve quality score? These three aspects should be considered: creative quality, relevance and buyer experience.

　　Creative quality is generally measured by the click rate of creative images, which means that if the click rate of the image is improved, the creative quality will be improved. The click-through rate of the picture should take into account the following factors: the product itself, the presentation method of the product (i.e. photography, photography, art cutting method, angle, proportion, and layout, whether to add video, etc.). The relevance needs to take into account the following indicators: correct filling in the attributes of the baby category, baby title, and direct train subtitles. Therefore, optimizing the express train subtitles and baby titles is the easiest to improve the correlation quality score, so you might as well try it. Buyer experience refers to indicators such as conversion rate, ROI, collection number, number of shopping carts, collection conversion rate, shopping cart conversion rate and other indicators in the express train. If these data are reflected in the 3-day report, it is easy to get quality scores. If the 7-day report is beautiful, the weight will increase a lot.

　　In addition to the above indicators to improve the click-through rate of creative images, another option to get high-quality scores is to choose babies with good creative quality, high relevance and good buyer experience. That is, if there are natural hot products in the store, if you choose this hot products to promote the direct train, the initial score will be very high, usually 9 or 10 points. What if there is no natural hit product in the store? That requires you to create a hit product artificially. It is lucky to create popular products with direct trains. Of course, most of them are artificial ingredients. When the products are rich enough, you can test the product data and select good products. But it is often contradictory that the majority of small and medium-sized sellers really don’t have enough products, and they can only take out a few or dozens of products, or simply compete with products all over the street.

　　A baby who has been promoted well can easily get 10 points. As shown in the figure below:

　　Q: How to design the creative ideas of the express train?

　　A: What is a direct train creativity? The creative design of the direct train is the creative design of the advertising picture materials required for the direct train baby promotion or store promotion.

　　What is the importance of direct train creativity? Remember that deduction formula? The deduction formula for deduction for direct train = (the next one’s bid * the next one’s quality score/its own quality score) + 0.01 yuan; improve the quality score from three aspects: creative quality, relevance and buyer experience. When the relevance has been determined, and there is no way to talk about the buyer experience without data accumulation, what measures can we do to save the quality score? The answer is: creative quality. In other words, this formula is now about to change, and it becomes a direct-to-pass deduction formula. The deduction formula is (the next one's bid * the next one's creative quality/their own creative quality) + 0.01 yuan, and what is the creative quality reflected? The answer is: Image click rate! Therefore, this formula becomes the direct-track deduction formula: deduction = (the next one's bid * the next one's click rate/its own click rate) + 0.01 yuan, which means that the higher your click rate, the less your deduction, and the more your competitors' deductions will be. If you know this trick, why are you hesitating about? Why don’t you design your creative ideas quickly!

　　How many creative ideas do you need to set up? Here I personally believe that at least 10-20 creativity will be tested in the testing stage (based on the actual financial resources and staffing decisions of each company, stores with more artists can make more materials to spare), select the 4 pictures with the highest click rate, and then put them on to the carousel. In other words, during the official promotion period, four creative ideas were completed. Sometimes, a certain creativity will change with the changes in time or seasons, or the changes in consumer aesthetic fatigue. Therefore, don’t put all your treasures on one creativity, and be sure to do 4 high-quality picture carousels.

　　How to improve creative click-through rate? This involves more knowledge points, and today I will only give an overview. You need to start from the following aspects: 1. Choose a good product, the product itself is popular, so you can have a high click rate. Choose a bad product or a junk product, and naturally there is no eyeball effect; 2. With good products, the wine is fragrant and the alley is deep. What should I do? Make good product presentation, take graphic photography and video camera together, use which product is better to express. Generally, graphic photography is used on Taobao, and TV advertisements are mostly three-dimensional photography; 3. With good pictures, you also need good artwork, because Taobao has corresponding sizes, which equipment corresponds to what size, and people's eyes look the most comfortable and want to click the most, which contains design knowledge; 4. With good pictures and good artwork, sometimes adding a few copywriting can be the finishing touch, of course, not all require copywriting. By doing these 4 points, you can almost win the creative click-through rate.

　　What is the correlation between creativity and transformation? The quality of the conversion rate has a lot to do with whether the product itself is popular , and it also has a lot to do with whether the product content is effectively conveyed to customers. It is necessary to combine the following indicators to play, such as monthly sales, store DSR score, baby's DSR score, baby's rating number, baby's evaluation content, content asked by Taobao, etc. However, the expressiveness in pictures is actually very important. Whether the benefits the product brings to consumers can be explained clearly and creatively is not easy. You have to work hard in the shooting process. Art cutting and drawing are just icing on the cake.

　　In actual work, I usually use 4 creative pictures to carousel, as shown in the following figure:

　　Q: How to grab the direct train crowd label?

　　A: What is a crowd label? It is to gather a certain special common consumer group attribute. To figure out this issue, it is best to show it to everyone with a practical case. For example, a treasure data operated by our company's practical personnel is only used when it is targeted promotion. As shown in the figure:

　　Because the tags you choose are the ones that match your store and products, the targeted promotion group is a relatively accurate group, so its conversion rate will be higher than other plans; if it is lower than other plans, you should think carefully about what went wrong. Which group attributes should be captured? Taking the women's clothing industry as an example, the data in the previous picture is a women's clothing case, as follows:

　　· Senior Taobao/Tmall visitors

　　· Visitors with high purchase frequency

　　Visitors who prefer discounted items

　　· Visitors who have purchased goods in the store

　　· Visitors who have collected the products in the store

　　Visitors who put goods in the store in the shopping cart

　　· Visitors with high consumption amounts

　　· Browse visitors who have not purchased the goods in the store

　　Visitors who purchase similar pre-sale products for Double 11 Carnival

　　Visitors receiving Double 11 shopping coupons

　　· Double 11 carnival unsold visitors

　　Visitors who receive 618 shopping vouchers

　　Visitors receiving red envelopes for New Year’s goods festival

　　Visitors who receive store coupons and store red envelopes

　　· Visitors who have browsed similar stores

　　Visitors who have purchased similar stores

　　· Weather crowds (sunny, cold, cool…)

　　· Popularity population (style: versatile female, Korean version female, simple female. Age: under 18, 25-29...)

　　Of course, in addition to these crowd attributes, many attributes can be defined, which can constitute your crowd tag. Having a crowd label means accurate and ruthless promotion.

　　Q: How to promote direct trains?

　　A: The above talks about the crowd label, which is for targeted promotion. Targeted promotion is precisely delivered based on a certain crowd label, and is an advertisement display position independent of keyword search delivery.

　　What are the entrances to the targeted promotion display page?

　　The "Hot Selling Products" in the column at the bottom of the "Born Baby" page on the PC side, as shown in the figure below:

　　The "Shopkeeper Hot Sales" in the column at the bottom of the "Shopping Cart" page on the PC side, as shown in the figure below:

　　The "Hot Selling Products" in the column at the bottom of the "Favorites" page on the PC side, as shown in the figure below:

　　Reflected to the direct train data as shown in the figure:

　　The relationship between targeting and crowd? In fact, it has been mentioned that it is to serve a group of people with a total attribute tag. It is a good tool to attract repeat customers, unsold customers, and competitor customers.

　　What are the ranking principles of targeted promotion? When the weights are the same, it will be displayed according to the principle of bid priority. Data collection and entry are carried out every day between 0:00 and 0:30 a.m., and you can pay a high price during this period and then increase the weight of targeted promotion.

　　Q: How to promote the store on the express train?

　　A: What kind of store needs to be promoted through the express train? I think there are the following categories: 1. Stores with more babies in the store; 2. Stores with relatively unified and comfortable pictures and graphic design images; 3. Stores with popular products; 4. Stores whose traffic has reached the traffic bottleneck and upper limit; 5. Stores that supplement traffic for keywords, targeted promotions, and drilling promotions.

　　What are the display entrances for store promotion? Arranged from top to bottom on the right, there are 12 hot-selling advertising spaces for shopkeepers, and the next three are "Shop Selection", and "Shop Selection" is the location for store promotion. As shown in the figure below:

　　One thing you need to know is that the current store promotion only supports PC delivery. At this time, you need to figure out your position, there are only 3 display rankings per page.

　　Store promotion backend presentation?

　　As shown in the figure below:

　　Store promotion fee deduction formula? The keyword deduction formula for promoting Tongbao, the direct train deduction formula deduction = (the next one's bid * the next one's quality score/its own quality score) + 0.01 yuan.

　　How many store promotion plans do you need to set up? The store promotion backend can be opened after each baby promotion. If the store can open 8 plans, it can set up 8 plans to promote the store. Each plan can set up many baby promotions to the store homepage, navigation bar, classification page, custom subpage and other pages.

　　How to set store promotion keywords? A store promotion plan can set 1,000 keywords. But often many words are inaccurate and there is no need to set so many. The keywords of baby promotion plan can be copied and used.

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