The master shared: Tips for improving the quality of the express train

　　Recently, I became popular in the drama "In the Name of People". I don't blindly watch the drama, but this TV series is really great. There are many things worth pondering and some advantages. I don't judge my acting skills much. After all, I am not from the entertainment industry, but I just watch two words: enjoyable.

　　Recently, many friends have been asking me questions about quality scores. No matter how the quality score is optimized, they cannot be optimized. I don’t know how to solve it. Although I have also mentioned quality scores before, there are many people who care about it now, so today I will tell you some tips for improving quality scores. (The people also made our Secretary Dakang popular in the name of the people, haha)

　　When we drive the express train, the first thing we need to do is to cultivate words. The most important thing we focus on is the quality score of keywords. The quality score of keywords is the basis of the entire plan, which is related to your click cost and the weight of your account. So if you want to do a good job in the express train, you must first divide the quality, otherwise the money will be in vain and the store may not be built.

　　Let’s analyze it from three points that affect quality: creative quality, relevance and buyer experience.

　　1. Creative quality

　　To put it bluntly, the factors that affect the quality of the creative is the quality of the express train promotion chart, and whether it is attractive enough. This determines your click rate. Only when your click rate is improved can your quality score be improved. Let your promotional pictures be the beauty of your store, so how can a creative idea of ​​beauty be made? Let’s analyze it from these points below. After reading it, you must think carefully and learn from it.

　　①Picture viewing degree

　　The viewing of the promotional pictures must be high. The effects taken from different angles by the same baby are also different, so the effects presented by different designs are also different. We all know that now is a society where young and handsome men are the ones, but they are ordinary people without makeup. Haha, so they must package them well and have an ornamental level so that the buyers will come in to see them. They must learn to meet their preferences.

　　②The clarity of the picture

　　The clarity of the promotional map must be high. The promotional map must not be blurred and psoriasis must not be involved. In this regard, do not think about hazy beauty. When making the map, the clearer it can be, and the pixels must be high. Secondly, the treasures must be highlighted on the promotional map, so that people can know what you are selling at a glance.

　　③ Highlight selling points

　　The selling points do not have to be too much, and the more the better. You must learn to refine them, extract the most important selling points and the most attractive selling points, pursue quality rather than quantity, and be able to achieve a state where one man is at the hurdle and ten thousand men cannot open it. Take "power bank" as an example. Look at the two pictures below. If you were a buyer, which one would you please click? It is obvious that I must click the first one. The first selling point is very prominent, focusing on solar power banks. However, in the second picture, although I searched for this keyword, I knew what I did when I saw this picture at a glance? And there is no highlighting product, which looks too messy.

　　2. Relevance

　　The correlation of keywords is a very important link. Judging from industry data, there are many good keywords, but these keywords may not be used by you. Is this keyword more relevant to your baby? For example, if you sell a girl suit, and then when choosing a word, you have to choose the word boy suit. This is very correlated. Even if a buyer clicks in, no one will buy it. So this word is good, but the correlation with your baby is very poor, so its quality score will definitely not be increased, and the feedback of each data is also particularly poor, so the whole plan is difficult to get up. So when it comes to correlation, let’s mainly talk about attributes and categories.

　　① Attributes: When publishing a baby, you must fill in it as completely as possible, because when the buyer searches for keywords, he will also match the attributes, and he may get the opportunity to display it, so no opportunity can be missed.

　　②Category: You must pay attention to this. Baby, don’t put the wrong category. Once you put the wrong category, it is really a dead end and there will be no chance of showing it. For some babies, there may be multiple categories. At this time, we need to analyze them based on the data to see which category is more displayed and which category is classified as.

　　3. Buyer experience

　　There are many factors involved in the buyer experience, including click-through rate, conversion rate, collection and purchase, customer service, etc., which will affect the buyer's experience. This is compiled by Taobao backend based on the buyer's shopping experience. In the early stage, the main influencing factors are click-through rate and collection and purchase. The main influencing factor in the later stage is conversion rate, but there are too many factors that affect conversion rate, and many of them are not controlled by the express train. This depends on the baby itself and the details page and other aspects to optimize. I won't say much about this, but today I will mainly talk about the click-through rate issue.

　　Let’s first look at some of the consequences of low click-through rate.

　　From the figure, we can clearly see that the consequences of low click-through rate are very serious, and this is still a vicious cycle and there is no end, so click-through rate is the first factor we need to optimize. Therefore, we must take a look at the click rate. If we want to optimize the click rate, we must first know why the click rate is so low. Only by knowing the reason can we solve it.

　　① Promotional map: We all know that the most important thing that affects click-through rate is the promotional map of our express train. When making drawings, you must pay attention to drawing techniques. As mentioned earlier, and you must constantly measure the map in the early stage, and then leave the best click-through rate. I would like to say one thing here. In order to make click-through rate reference, the prerequisite must be sufficient display.

　　② Selection of models: This is also a very important premise. A good style, a style that everyone likes, will be smooth to push, and the click rate can be quickly promoted. If the style is wrong, it will waste money and miss this market in vain.

　　③Keywords: The keywords we choose are the first step. First, the keywords we choose must be highly correlated with the baby. Then we must observe whether the keywords you choose are all big and hot words in the industry. When your baby has a poor foundation and is not competitive, it is best to focus on accurate long-tail words, reasonably control bids, and increase click-through rates. Of course, the specific ones must be determined according to the category.

　　④ Position: The position of the keyword is also an impact on our clicks. Without a good position, there will definitely be no display. Where can I click if there is no display? So we must observe more, especially in the early stages of driving, spend more time on snacks, make reasonable bids, and then continuously optimize the keywords, and pay more attention to one thing, that is, the position of competitors, know yourself and your enemy.

　　After talking about these three points, what is generally dissatisfied with is creative quality and buyer experience. To put it bluntly, it is data such as click-through rate, conversion rate, collection and purchase. If the quality score cannot be maintained for a long time, you have to serve snacks. Observe more whether the data reaches the industry average, observe more, and adjust more.

　　Next, let’s talk about the techniques of improving keywords and quality scores. Before you start, you will first look at the data of a category I have recently operated.

　　When optimizing quality scores, you must master the temperature and do not do it blindly. For words with larger display index, if the position is on the homepage, the change of quality scores will be very fast. Therefore, for keywords with high display index, try not to be too far ahead when the operation is first started. For accurate long-tail words, you can seize the higher position first, because such words are easier to control, and the specific adjustments must be determined according to the specific situation.

　　We all know that now, whether it is a seller or a platform, we attach great importance to the traffic on the wireless side, because most of the traffic now comes from the wireless side, and the traffic on the PC is already very small. So for wireless terminals, how should quality score be improved?

　　First of all, when filtering keywords on the wireless side, everyone will definitely be very confused. Why do I say the keywords again? We know that the same keywords are displayed differently on the PC and wireless side. Some words are suitable for the PC and some words are more suitable for the wireless side. For wireless terminals, we all like keywords that show high and compete low. After selecting the keyword, analyze the keyword, and analyze the data of the keyword in the past week, and then analyze it. The traffic proportion of the keyword on the PC and wireless ends must be higher than the industry average. Secondly, the traffic proportion of the wireless end must be greater than the PC.

　　Next, it’s time to set up a plan. Focus on the wireless end and focus on cultivating the wireless end. The PC end is placed to the lowest level or not at all. One thing to note is that the peak traffic periods between the wireless end and the PC end are different, so you must pay attention to the focus on the peak traffic period of the wireless end, set the delivery ratio, and then the same sentence, observe and adjust more. For the placement area, you can refer to the places with good click-through rate and conversion rate of keywords to place it.

　　Finally, after a period of time of delivery, then observe to see if the quality score has improved. At the same time, the title should be continuously optimized and adjusted, and select some keywords that perform better and add to the title to increase the weight. (Source: Shushou.com)

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