How to play the premium for the express train

　　The premium for the express train is something that makes many sellers confused. Now let’s focus on how to make the premium for the express train.

　　Let’s first understand what crowd premium is. The so-called “crowd premium” refers to the willingness to increase the price for specified traffic (visitor targeting, interest point targeting or group targeting), which is also called crowd search premium. To put it simply, it exceeds the original price. Let’s give an example to explain that the price of the keyword is 2 yuan. If the premium ratio is 50%, then the crowd bid = 2* (1+50%) = 3 yuan.

　　There are also some sellers who increase the crowd premium in order to optimize click-through rates, but in fact, it is meaningless to do so. When doing a direct train, many sellers want to increase the click rate through the crowd premium and quickly increase the weight. When the weight rises, they will lower the crowd. So when a baby was first released, he gave a 300% premium to a certain group of people, only allowing those with high click-through rates to show, while others did not show it. Doing this can improve click-through rate and weight, but it cannot reduce ppc.

　　To a certain extent, crowd premiums have a great effect on improving the correct way to the express train, bringing more accurate traffic to the express train. What we have to do in the express train is to test the premium for the people that are most suitable for the product.

　　So, what are the common operations when setting up crowd search premiums? Let me give you a brief explanation below.

　　First of all, the crowd is fully open for a premium and optimized once every 3 days. At the beginning, it is recommended to open the crowd with a full premium, from large to small mode, if you are not familiar with your crowd. People with poor click-through rates can reduce the premium or delete it directly, depending on the specific situation.

　　Then, don't set keywords that are too expensive. Don’t worry about the keyword ranking at the beginning. Even if the quality score is not high enough and the ranking is low, there is no need to pay a particularly high price.

　　Finally, when your population has a better premium, you can use time discounts to support the price, and slowly reduce the proportion. If the traffic remains unchanged, you can reduce it again.

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