How to make quality points for direct trains?

　　#Laogao E-commerce Knowledge# From the perspective of the entire operation environment of the express train, how to have good quality scores? We need to know what the quality score is presented, and the quality score presented in the keywords. "word" is very important, so how to improve the quality score is improved from three points, finding words, operation improvement and picture improvement.

　　1. Find words

　　Quality scores are reflected in words, so we must first find good words, which can affect quality scores. How to find good words? First, the correlation is strong and very important. Generally, the correlation of words with good quality is basically 3 to 5 squares, and there are rarely those below 3 squares, because their correlation is destined to match the word with the product.

　　Second, choose words with small size. If you choose words with small size when the overall account weight is not high, the score will be relatively higher, because small size has little competitiveness and the fluctuations will not be large.

　　2. Operation improvement

　　We can improve from an operational perspective. The quality is actually related to the three points of creative quality, relevance and buyer experience. So break these three points apart to solve what we can solve. First of all, the click rate. To increase the click rate from the operation, it is nothing more than to increase the click rate from the channels of plan, baby, and keywords. So let’s take a look at it step by step:

　　1. Planning level

How to improve click-through rate　　through operations at the planning level ? What we should think of at this time is that our core goal is click rate, so let’s see which buttons set in the express train plan will affect the click rate. First of all, look at the daily limit. Everyone thinks that the daily limit is useless, and it seems to be used to burn money.

　　First, let’s analyze the PC website. It is our main delivery channel. It is a source of search traffic. Even if the click rate of PC is worse than that of wireless, it will not be too bad, because after all, it is an active traffic entrance. If the click rate is too bad at the time, there must be something wrong with some things behind it. Generally speaking, compared with outside the site, the click rate on the site is definitely high.

　　The second channel is keywords and directions. Keywords are also active traffic entrances just like in the site. They will only come in after others have actively searched. The earrings are different. Direction is a passive traffic entrance. At this time, we can ignore the direction. Finally, there is the choice between PC and wireless. These two are the most difficult for everyone to choose. One very important point is that the click rate of the PC end is naturally lower than that of the wireless end, because the number of babies presented on the screen is different, and the click rate of the wireless end is closely related to the location where the baby is located. The difference in one position can be several times different. Regardless of whether each point has a large increase in click rate, we need to consider the overall situation. If each point can meet the standard, then the overall click rate will increase.

　　So through the above decomposition, we can know the impact of each channel on click-through rate, so that we can operate better and improve our click-through rate.

　　Next is the level of regional delivery, which is divided into two situations. The first is that the express train has been deployed and has a good data foundation. In the backend of the express train, we can filter it in the regional list, and then sort it down according to the click rate we need, and find the 5 to 10 regions with the best click rate. If the bad ones are temporarily clicked off, don’t let them affect our overall data. Another situation is that the first time you drive the express train , there is no data at this time. We can enter the corresponding keywords in the traffic analysis to observe the data pivot. We can see the click volume and click rate of the regions in the past few days. We can find regions where the click index and click rate overlap, and gradually analyze it to find 5 to 10 regions.

　　2. Baby

　　From the perspective of the baby, these babies are not the lowest price drainage effect. What we need is the click-through rate. We need to do a test and screening. At this time, we must clarify our purpose and what we need to do based on this purpose. The first is to test the model. There is a lot of data for our reference when testing the model. Click rate, collection, purchase, conversion, and click volume are all a basis for us to clarify the data judgment. The second one is to measure pictures, and the same is true. The click rate of the picture selected by a good baby is equally important. The third one is nutrients. Nutrients are the most concerned about click-through rate, and we have been talking about this for giving in. Finally, it is about sales and ROI , but these two are not that important.

　　3. Keywords

　　From the perspective of keywords, four subdivided channels are divided into words themselves, people, directional, and creativity. The first one is the word itself. When we raise words, we don’t need too many words. 5 to 10 are enough. When choosing words, it is recommended that you choose secondary words as much as possible. Secondary words represent product words (category) plus an attribute word. You cannot choose too small words, otherwise it will not be able to support the big words above. Therefore, it is recommended to raise secondary words or third-level words. However, the words selected are not a one-time and for all. They must be screened, and they must be deleted and replenished continuously, and the fittest must be survived. The contents mentioned above are also price. It is recommended that the initial price be higher. If the performance in the later stage is not satisfactory, reduce the price first. If it is still not good, then decisively delete it. The word also involves matching methods. Of course, my first choice is accurate when it comes to nutrients. So starting from the next one, there are so many ways.

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