Diamond exhibition is costly? That's because you didn't see these skills! 【Package Inquiry】

　　"Is my store suitable for diamond promotion?" Many sellers have such doubts. Most sellers think that diamond exhibitions are expensive, but as diamond exhibitions become more and more popular, I don’t know if I should try to invest. Today we invited the senior diamond exhibition trader of e-commerce expert "Zhenzhan Tian" to share with us a few of the hot questions he has been asked the most.

　　Inquiry about Q&A:

　　Q: What is the difference between a drilling exhibition and a direct train?

　　A: Same:

　　1. They are all traffic diversion tools, and they all help store popularity;

　　2. The transaction is all due to the needs of customers.

　　different:

　　1. The direct train is passive search, and drilling exhibition is proactive attack.

　　2. The direct train is a keyword-oriented and has strong conversion ability; the drilling and exhibition is a crowd-oriented and accurate traffic, which can capture the traffic of direct competitors.

　　3. The direct train is a powerful tool for creating popular products, and diamond exhibitions are the first choice for building a brand.

　　4. The direct train requires nutrients, and the flow rate of many categories is limited; the drilling exhibition can be operated immediately, and the consumption can be almost no upper limit.

　　5. During large-scale events across the network, the competition for drilling exhibitions is even more intense than that of the express train, and the changes are greater.

　　6. The drilling exhibition has higher requirements for artists than the direct train.

　　7. There is more room for creative display in diamond exhibitions.

　　Q: I have only done a direct train and haven’t tried a drilling exhibition yet. Is the drilling exhibition cost?

　　A: The cost consumption of diamond exhibitions is determined by many factors. The most important factors are: bidding, targeted number and location of people. In a large position, target enough people, give a higher price relative to the opponent, and set the budget of the plan high enough that the cost consumption will be high. None of these conditions will consume high. So in fact, the consumption of diamond exhibitions is controllable. You can consume dozens or even a few yuan a day, or millions a day.

　　Q: What causes it affect the delivery effect of drilling exhibitions?

　　A: Many factors will affect the effect of diamond exhibition, such as: category, product, sales, competitor changes, store itself, vision, evaluation, brand, orientation, bidding, location, pictures, competition, time, season, promotional strength, etc. You can refer to a previous article, which explains the impact of each factor in a long and detailed manner (Extended reading: "Detailed explanation of various factors affecting the promotion effect of diamond exhibition", Taobao University's picture and text reading address:

　　https://i.daxue.taobao.com/tuwen/detail/index.htm?spm=0.0.0.0.9Zutzx&id=200185379877¤t=1&index=7&type=0 ).

　　Doing diamond exhibitions is like building many stores. Every factor must be done well. If any factor is not done well, it will not achieve good results. But this sentence is not absolute. Sometimes, multiple factors of an account are average, and the effect will be good. Of course, if you change the technology to a better trader, the effect may be better.

　　If you insist on letting me talk about only one factor, that is the trader. Because for a seller, the store, product, and industry are all certain, and the quality of the operation depends on the drilling exhibition operators.

　　If you insist on letting me talk about a few more factors, that is direction, style and pictures. Targeting means who you show the advertisement to, and it is most important to convey it to those in need of the product. The style represents whether your product has a market and competitiveness. Images represent whether you can correctly display your products and attract buyers.

　　Q: Can I not have a full-time artist to start drilling?

　　A: Yes. There are several solutions:

　　Solution 1: There is a creative template library in the backend of the diamond exhibition. We can just follow the prompts to create a creative idea that basically meets the promotion requirements. This picture is at least better than the pictures of 50% of sellers in the same industry. As shown in the picture:

　　Solution 2: Please open the universal Taobao search keyword "Diamond Exhibition Picture Design".

　　Plan 3: Please search for "Taobao Artist" in the QQ group.

　　Q: Is it because my picture is done and the diamond exhibition effect is better?

　　A: The click-through rate of the image is very important, and even the pictures in some accounts seriously affect the promotion effect. But there are two points that need to be reminded: 1. The click rate of the picture is affected by many factors, such as targeting. For example, will anyone like to click on the people who sell men's targeted women's clothing? 2. The importance of pictures accounts for up to 30%, of course different categories will be different.

　　Q: Can diamond exhibitions increase the weight of babies or stores?

　　A: The weight increase of the diamond exhibition is not as high as that of the direct train, but it will definitely have a certain effect. It is more about increasing the weight of the store. Moreover, this weight may become increasingly greater, because as an accurate traffic diversion tool, it is increasingly valued by Taobao.

　　Q: So will the low conversion rate of diamond exhibition negatively affect the weight of the baby?

　　A: 1. The conversion rate of drilling exhibition is often not as high as that of express trains and natural searches when all factors are not done well. However, in the case of precise orientation of drilling exhibitions, it is usually higher than that of express trains and natural searches.

　　2. If you have read all the weight analysis of natural search, you will find that the conversion rate of natural search weight does not calculate the conversion rate of drilling traffic at all.

　　3. Diamond development is more of a positive effect. For example, increase the popularity of the store/baby, bring accurate traffic to the baby through precise traffic, make the direct train more operational, and bring high-quality exposure to the store.

　　Q: How to determine whether my store is suitable for diamond exhibitions?

　　A: Suitable for drilling exhibitions:

　　1. If you are a powerful brand, you must do it, such as Midea flagship store, because diamond exhibitions are a powerful tool for building a brand.

　　2. If you are going to do large-scale activities, you can do it because drilling shows does not require buffers, which is very suitable for activities.

　　3. If you are a store with a very obvious style, such as living in the Zuo flagship store, you should do it because the diamond exhibition orientation is very accurate and the rate of return is high.

　　Not suitable for drilling exhibitions:

　　1. New stores, product homogeneity;

　　2. The product has no competitive advantage and the sales volume is not high;

　　3. The store promotion budget is too small, and the direct train is also effective;

　　4. Jewelry, small household items, men's clothing, men's shoes, men's and women's bags with low sales, these are difficult categories;

　　5. The unit price of the product is very high, but the store vision is poor and the sales volume is very small;

　　6. Products that no one makes on Taobao.

　　The above is the general experience I have accumulated after operating hundreds of diamond exhibition accounts, but in the end, the test will be the basis.

　　Q: Before officially doing a diamond exhibition, I want to test how I can do it?

　　A: Mr. Tian provides everyone with a fool-style test process.

　　Create a CPC mode plan in the background of the drill exhibition, select all the time, and set it as follows:

　　1. Delivery method and time period;

　　2. Select all commonly used regions;

　　3. Select wireless location - online shopping - mobile Taobao app traffic package;

　　4. Intelligent recommendation of targeted selection system;

　　If the number of people on the right is less than 10,000, choose the visitor orientation and add one or two directions with high population relevance.

　　5. Add pictures freely, and the pictures must clearly display the products (beauty makeup can have no products), and the copywriting must be bold and larger, and no more than 3 lines of copywriting;

　　6. Daily budget of RMB 300 to RMB 1,000;

　　7. Fill in 1.2 times the recommended bid. Bids are increased without showing every hour, and cost consumption quickly reduces bids;

　　8. Observe the click rate, and observe the collection and purchase cost and return rate of the backend store promotion report the next day;

　　9. If the additional purchase cost is very low and the return rate is very high, hurry up and recruit promotion specialists or self-study to expand consumption and refine operations to achieve better results. If the data is bad, stop. However, it is recommended to test for at least 1 week or more. (Taobao University)

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