How to solve the problem of Taobao store direct promotion

There are thousands of sellers on Taobao, and the situation in each store is different. Therefore, drivers will also encounter various different problems during driving. There are many different opinions on how to drive a good car and build a good store. But in fact, what is inaccessible is how to optimize the express train. Today I will dig into the key points of optimization.

As one of the most widely used traffic diversion tools, direct trains are used by sellers of all sizes. Although the situation of the store is different: some shops work part-time and the car cannot be driven, but they also want to do it well; some shops do one-piece delivery and want to promote it with direct trains; some are small categories, with poor profits and unsure of driving; some are seasonal babies, with direct trains driving, spending money and optimizing, but they just have no effect. It seems that drivers will encounter various different problems during driving, and there are many different opinions on how to drive a good car, but in fact, what cannot be avoided is how to optimize the express train.

If you want to drive a direct train, it is just a simple sentence: discover problems, solve problems, and eliminate them. First, start from the basic direction of driving:

How to play the "word" in the express train quality score?

The method of choosing words is not emphasized much. The previous mind map guides the idea:
red, orange, yellow, green, blue, indigo, and purple. Let's have a complete idea, so I won't explain this too much. Next, let's get to the topic: first establish a main promotion plan for the express train, generally:　　

Select baby to add creativity, set the main promotion keywords and bids to complete promotion. This is the basic idea. However, after setting and modifying the promotion title, there are some words that are not easy to find. To address this, riders can add keywords according to the display index. These words are recommended by the system based on natural titles and can be selected in a targeted manner.

In the promotion settings, you can choose to use two different promotion main pictures, first turn off targeted promotion, adjust the off-site discount to 50~100%, and select the delivery on the mobile terminal, and 100% delivery after 9:00 am.

After establishing a picture measurement plan, put on the same baby. Here you can choose 10 to 20 words. It is mainly used to test and promote pictures, and treat the test pictures differently from other plans. The plan can be expanded in two directions at the same time.

Bidding can refer to the market trend of the industry to which it belongs. The second is the quality score of the keywords. It is usually bid based on 70% to 80% of the industry's average price, but the quality score is relatively low. For example, if the industry is more competitive with a score below 5/6, you can get a price above the average price. If there are more scores of 7/8 and the industry competition is not very fierce, you can bid with about 80% of the industry's purchase price.

The above points are to better cultivate the development of keywords. Optimize according to the keywords raised. There are fewer displays on the day of launching new products. You can appropriately increase the price according to the click conditions of the day, increase the bid for the displayed keywords, and increase the click rate to increase the greater the range, and adjust and optimize according to this rhythm. Only such a complete plan can enable the driver to achieve the ultimate keywords selected. Once he has his own ideas, he will rely on everyone to practice them. Next, let’s continue to share the next topic: What should a good promotion plan have? Should I be a title party or a visual magic picture? Today, let’s analyze these two points.　　

How to play the "word" in the express promotion title?

a. Avoid reuse of the same title, because many styles of the store are similar, which leads to many sellers directly adopting almost similar titles or even copying the same style titles, which will affect the development of the main products of the store.

b. Don’t pile up keywords (be careful of flaws). For example, if you appear in the same title, “dress”, “skirt” and “short skirt”, then this “skirt” is a piled word.

c. Pay attention to the use of special symbols. "/" is equivalent to spaces. Some people will add brackets to the title. This can be clearly understood based on their shopping habits. Consumers will definitely not add brackets when searching on Taobao.

d. Pay attention to the use of sensitive words, such as "high imitation" or "counterfeit".

e. Don’t abuse brand words. Those who have been punished will understand this. This should be easy to understand. It is obviously not Apple’s mobile phone, but the title is “Apple” and so on.

The direction is clear, so what should you pay attention to in actual operation? Let’s talk about the specific operation, how to improve the “words” that you can see in:

There are many things to note above, so some sellers may not know how to set their titles yet. Here is a summary of the basic format for writing titles: brand words + functional words + attribute words + baby style. If brand words do not have one, you can ignore them.

With the above format, can sellers write titles to their babies as they please? So many people strictly name the title format, but they still feel that it is not effective. In fact, if you think about it carefully, you should have feelings. The situation of the baby is different at different stages. In fact, you can write the title in three stages:

a. Phase 1: Baby launch period

Baby features: low sales, low popularity, less collection/addition purchase.

In this case, the criteria for selecting keywords: select accurate keywords and highly converted keywords. One thing to note here is that the conversion rate and number of babies are very high. Some of them have very high conversion rates, but the number of babies is also very large. This kind of word is not suitable for new models, but you need to find words with high conversion rates and small number of babies. In fact, the title optimization of this new model is mainly: accurate + long-tail words. The simple understanding of the long-tail word here is: fewer people use it, but the conversion rate is relatively high, but the ranking is generally low. The purpose of this operation is to give priority to the conversion rate of the baby and promote the sales development of new models.

b.Stage 2: Baby's growth period

Baby characteristics: basic sales, low popularity, poor ranking.

In this case, the criteria for choosing keywords: accurate keywords + precise category hot words. The reason for this operation is that the baby has a certain sales volume and is beginning to improve. At the same time, the categories are optimized to expand the baby's display opportunities and create more clicks. The purpose of this operation at this stage is to expand the baby's clicks and promote more conversions and transactions.

c. Stage 3: Baby Hot Sales Period

Baby features: high sales, good popularity, and top ranking.

In this case, the criteria for choosing keywords: hot words in all categories + broad words in the industry. Due to the good sales force in this development stage, traffic and conversion will be improved, but it must be further strengthened and consolidated. Therefore, some words that can increase customers' favorability can be appropriately added to increase the exposure of your brand and store.

Grasp the core optimization direction and clarify how to do the "word" when optimizing the title, but the issues you pay attention to cannot be ignored:

When you first learn title optimization, the most common thing is to optimize the title without rules, or even optimize it every day. You always feel that your title has flaws. It is recommended that this operation is not supported, and it is best to have an optimization cycle of about one week.

So if a title is really good or bad, you can follow: whether anyone searches, whether there are clicks, and whether there are any purchases.

By understanding the above methods, the ideas for choosing various words will be clearer. The following is the share of the dry goods.