How to do directed promotion of express trains?

　　The express train is one of the important promotion tools on Taobao at present, and many Taobao sellers have consumed a lot of financial resources and energy on the express train. So, what is the directional promotion of express trains ? How to do targeted promotion? Below, the editor of Laogao Crown Club will give you a brief explanation.

　　Directed promotion of express trains: refers to using Taobao’s huge database to lock your target customers through innovative multi-dimensional crowd targeting technology and display your promotion information on the web pages browsed by the target customers.

To put it simply, direct train orientation is another precise traffic promotion method 　　besides searching , pushing the product to the right position.

　　How to carry out direct promotion?

　　Steps: Set a targeted plan -> Test plan weight -> Select the group of people

　　Setting up a directional plan: the keyword plan and the directional plan conflict, and it is difficult to judge the effect of the two together, so they are separated and independent.

　　Test plan weight: Before starting the targeted plan, add five to ten long-tail words first, and divide the weight according to the quality. It is best to raise it to ten. The planned weight will also affect the level of targeted delivery. It is best to use long- tail words to raise to tens of tens of them before turning on it.

　　Select the placement group:

　　Uphill method: When opening the targeting, first set it from the placement group. Turn on smart delivery first (if you need to target the targeting based on keywords, you need to turn on search redirection), let it display promotion, and click on some directional positions in the visitor direction, and finally turn on promotion for each intention point in the shopping intention. The initial bid for smart delivery can be set at a price of around 0.5 yuan. All the intention points and positions for displaying promotion below start to be 5%. Then, slowly increase the price according to the display click volume, and then the premium will first hit a certain magnitude.

　　Downhill method: When this area reaches a certain order of magnitude, it depends on what your main purpose is to do, whether to increase sales or ROI . If you increase sales, it must be guided by sales targets. The early ROI is as long as it is within the affordable range. If it is to do ROI, then observe the ROI brought by directional traffic. If it is a little worse than the ROI you want, then slowly reduce the bid and premium to do ROI.

　　The above are the basic steps for direct promotion of direct trains brought by the editor of Laogao Crown Club , and I hope it can help everyone.

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