Taobao Express is a performance marketing tool tailored for full-time Taobao and Tmall sellers, pay-per-click performance marketing tool to achieve accurate promotion of the sellers. It is a brand new search bidding model launched by Yahoo China and Taobao under Alibaba Group.

　　It is like a god who gives you advice when you need it. Please pay attention to these two words, which can be understood as what you need at a certain moment. This forms a demand. If there is a demand, there is a desire to buy, and if there is a desire to buy, you can trade. When a demand is formed, it is equivalent to successfully launching half of your product. This reflects the importance of a direct train. When a person has needs, such a convenient direct train is added. I believe there will be cooperation.

　　What I want to say next can be a better understanding of the relationship between direct trains and click-through rates.

　　1. The significance of click-through rate of the direct train

　　Simply put, click-through rate can reflect the popularity of consumers for this product. Generally speaking, the more click-through rates, the more popular this product is. It can be said that no matter which store owner wants to have more products like this, it also reflects the importance of increasing the click rate of the express train.

　　(1) There are prerequisites for store conversion: by showing your products more and more people to see your baby, your click-through rate will naturally increase. This is a proportional mathematical formula. The click-through rate is the natural quantity, and the display product is the dependent variable.

　　(2) Selection of styles: Create a popular single product or choose a store’s recent treasure. You can use the direct train to try to promote the picture of the baby to increase the click rate. However, a higher click rate means that the customer has a high acceptance.

　　(3) Score to improve quality: Quality score is the key core of direct quality. The higher your quality score, the greater your promotion cost can greatly reduce the promotion cost and increase the promotion ranking of direct traffic. Click rate naturally becomes an important factor in quality score.

　　(4) Optimize product information: When promoting the direct train, the click rates of keywords are different. It can be seen that each consumer's keywords are different. Then keywords with more click rates are suitable for using information about the optimized product to achieve optimized product conversion rate.

　　1. Starting price to grab the first screen, be careful of being locked up in a small dark house

　　Speaking of click-through rate, we will also recall the gameplay of grabbing the first screen at a low price some time ago. Because of Taobao's interference, the success rate is getting lower and lower. Let me introduce to you that the key point of play is click-through rate. In fact, the core of gameplay is click-through rate. The rough steps are a small number of keywords, ultra-low bids, control periods, and control clicks (of course these clicks are considered), and the click-through rate is several times the normal level of the peer, and continue to operate until the estimated bid ranking in the background is ideal, and then the bid is raised. Because the weight is almost overwhelming at this time, it can dominate the screen with bids below 0.5 yuan or even below 0.5 yuan in a short period of time.

　　In fact, many people who understand the express train are also very clear that this will definitely not last long. In just a few days, you will not be able to maintain your previous high click-through rate. It is best not to play the general store that violates the rules of the market, as it often loses the wife and the soldiers. This will also lead to a reduction in persuasion and a reduction in quality. You must know that it is not that simple to recover when you want to recover it at this time, and many accounts will have so-called small black room situations.

　　2. Accurate long-tail words and intelligent matching

　　(1) Everyone will choose words, but different words should have different strategies. Within a reasonable range of your budget, it is recommended that you not choose the first big word. Such big words will increase your budget, and it will be too common and unattractive, and will also cause your click-through rate to drop. I won’t say much about other main recommendations. Just stick to the principle of 1+5+1+5+1+10+1… and mobile browsing habits. It is best to rank accurately long-tail words to the top three in the express train.

　　Accurate matching can improve click-through rate, but this conversion costs a little, that is, exchange it with the display quantity, and the click-through volume will also decrease. In the implementation plan, do not change the keywords to accurate matches at once. You can first change the word with the highest display quantity, and then compare and weigh the pros and cons.

　　(2) Intelligent matching. Many accounts of Net Yingjun have a commonality. The matching click rate is very high. If your account also has this feature and you just want to reduce the unit price of clicks, then you can try smart matching to consume more to increase the overall click rate. Assuming that your smart matching conversion is also good, you can also choose to use intelligence as the "main referral".

　　2. Keyword optimization

　　Keywords and click-through rates are linked. The optimization of keywords is to improve click-through rates, keyword conversion rates and keyword ROI. These directly affect the direct effect of keywords on express train promotion. Among them, keyword ROI reflects the direct effect of express train promotion, which means that the promotion of this keyword can directly bring benefits.

　　1. The basis for click-through rate: The click-through rate reflects the popularity of the baby, and can also reflect the correlation of the baby's keywords. The higher the click rate of the keyword, the higher the conversion rate and the higher the ROI. Keywords for click-through rate optimization: Check the keyword ranking regularly, improve the ranking of keywords with high probability as appropriate, and delete keywords with low click-through rate regularly.

　　2. The basis for conversion rate: Open the conversion data of the express train backend, click on the conversion rate more, and organize the tables from the keyword report to analyze.

　　Word X: The unit price cost of baby is only within the profit. If the keyword is not lost, the keyword can be retained. You can consider increasing the investment in the keyword based on the profit situation.

　　Word Y: If the unit price of the baby is very cost-effective, this key can be deleted.

　　Z word: If the unit price of the baby is high and the profit is not much, this keyword can be retained.

　　3. ③ROI basis: Open the data from the backend of the express train and organize the table from the keyword report. If the ROI is within the profit range, the keyword will be retained and the investment in the keyword will be increased as appropriate according to the profit situation. If the ROI is much lower than the profit range, the word can be deleted. The ROI is not much lower than the profit range (we can formulate such as 10% floating space as appropriate according to our acceptable circumstances), and retain this type of word.

　　3. Crowd optimization

　　1. High-quality visitors

　　In my opinion, it is the people who click on your product more and where you consume more times.

　　Visitors who have not purchased your product: Generally speaking, the click-through rate is high

　　Visitors who have collected stores and products: Generally speaking, click-through rate conversion is high

　　Those who have received some of your coupons or red envelopes: Generally speaking, the click-through rate is relatively high

　　2. Customize the crowd

　　Even if this type of person cannot increase your click-through rate, he can at least increase your ROI. He can add every variable according to your consumption limit, count their gender, age, hobbies, etc. After all, we can focus on it. Then, these three variables are made into a group of people in the form of "gender + consumption" and "age + consumption". If the number of people is limited, the group mainly uses the consumption quota variable. After adjusting the crowd, you can usually get nearly twice the click rate.