[E-commerce Operation] How to effectively increase the score of the express train?

　　In fact, there are many questions about express trains, such as poor clicks, poor rankings, poor conversions, low ROI, etc. These are all factors that affect the express train score. So if the express train score is low, does it require a price increase? The answer is no. You must first find out the reason before you can prescribe the right medicine. If you click poorly, you will have problems with your creative plan. If you don’t have good rankings, you will generally have keyword settings and other factors. In some cases, it is feasible to increase the price, but by just burning money, how many sellers can afford it. And more often, the increase is just blindly burning money and losing money, and cannot truly achieve the actual effect. So under what circumstances do you not think about raising the price?

　　1. If the promotion fee of the express train has reached the daily limit, do not blindly increase the daily limit. This requires a look at the conversion status. The conversion situation is very good, and the daily limit has arrived, so it is naturally appropriate to increase the price.

　　2. If it is a baby with a click rate of less than 70%, don’t blindly increase the price, but you need to reduce the price in the past segment. If the click rate is less than 30%, you must remove the baby from the past segment to promote the baby.

　　3. When the baby ranks 3 to 5, you cannot rashly increase the price and grab the first place. If you are a rich man, then spend money to grab the first place. In other cases, if you are already in the top 3, the difference between the top and the third place is not big (specifically referring to the PC side). If the daily limit is not available in this time and time, and the click rate is particularly low, then you need to think about price reduction and maybe optimize the promotion map.

　　4. And promote the conversion rate of the product to adjust bids. For example: the conversion rate of a certain baby in the store is particularly low, so it is a drop in the bucket to squeeze the rankings with keywords.

　　5. When words with PPC greater than or equal to 130%, no additional price will be added. For words that bid 130% higher than the deduction, no more price increases. If a keyword bids 2 yuan, the deduction is only 1 yuan at this moment, which shows that the expression of the word itself is no longer bad. In this case, you must first not think about the price increase.

　　The concept of e-commerce operation is very broad, but only by starting from small details can the operation be more stable step by step.

　　The above are the several situations summarized by the Promotion Network about the need for price increase. Of course, for the improvement of the direct train score, you can also start from these aspects and optimize it.