A different way of playing the straight train [E-commerce operation]

　　In fact, there have been many ways to play the express train. Each way of playing has its own advantages and disadvantages. Some are suitable for us small and medium-sized sellers and some are not suitable. The most important thing is that our fees are not much. And as more and more sellers on Taobao weighted this year begin to promote the express train, the already high clicks have become more difficult to accept, and because of the inaccurate crowd, it makes the express train more difficult. In response to this situation this year, I have developed some different express train development, so let me talk about it below.

　　The combination of fine car and bold car is a good year. It can not only bring accurate visitors to the store, but also get more traffic without spending too much promotional costs and drive the growth of natural visitors.

　　Before starting, let’s explain what precision car and rough car are. The so-called precision car is the kind we usually drive. Use very accurate keywords and offer relatively high prices to strive for the top ranking, and drive precise people to lock in the store to increase input-output. A rough car is much simpler. Just find a plan to put the product on and start adding words. As long as it is slightly useful, you can add until 200 words are available or there are no words available. Then you can offer a very low price as long as it can attract visitors. The bid can be infinitely low but it cannot attract visitors.

　　This combination of two forms is much better than a single direct train. Although the visitors will be much more accurate when driving a precise train, if the display and clicks are too few, it will not drive the growth of natural visitors. [Here is a popular knowledge point for everyone, that is, sometimes we find that a single product's traffic is not very high, but the conversion is higher than the main promoter, but the traffic has been declining, but the main promoter has a lot of traffic and the conversion is very low. Visitors have been increasing or stable. This is because the conversion calculation formula for single product is calculated based on the traffic level. Therefore, when you are promoting a main promoter, you find that the traffic cannot rise due to low conversion, and you will find a way to push it. You will find that the conversion has not changed, but the traffic has begun to grow].

　　Although the rough car is not very accurate in attracting visitors, it can bring several times the number of visitors to precision cars and drive the increase in natural traffic when spending the same budget. However, in this era of thousands of people and thousands of people, this kind of mixed traffic into the store will destroy the store’s label, so the development of fine cars and rough cars was developed. One was used to maintain the store’s population label and the other was used to bring traffic. The so-called two swords combined together are invincible in the world.

　　The way to drive a rough car is very simple. Just add keywords and know which ones you can use. There is nothing to explain mainly. But I have to take the initiative to talk about the precision car here, because although some sellers can drive, they are still prone to falling into pits. Before driving the express train, it is necessary to make it clear that we are trying to attract more accurate visitors, not to attract more visitors, and the click-through rate is only what the express train needs to consider in the increase in stages. What we need to consider later is collection, purchase and conversion. Only by remembering this point clearly can we drive the express train well.

　　Why should I emphasize this? That's because I found that although many sellers now know how to turn on precise crowd promotion and how to optimize crowds through premiums, they often make mistakes in crowd selection, and they never think they have made mistakes.

　　Just like the express train in the picture shows, this is a trendy men's shoes for young people. The overall express train data is good and all 10 points are all keywords. The deduction is not very high, but the advantages of production are low. Let me help analyze it. When I saw a young male group actually launched a female promotion, when I asked the reason, I said that the click-through rate was very high and I kept it. I also wanted to increase the price and attract more visitors!

　　This is the main reason why the production is not high, and if you continue to open this way, it will damage the store's label and cause the conversion to become lower and lower, and then the search will naturally begin to slide into a vicious cycle.

　　When opening a crowd, you must think about what kind of people we need. You cannot sacrifice our accuracy for the so-called click-through rate display. Although the click-through rate will be low, this is not the reason for the crowd, but your picture is not accepted by this type of people. What you need to do is to optimize your main picture until the click-through rate is qualified, or your product is not suitable for this group at all. The same goes for keywords. This year, Taobao’s focus is on calculating the click rate of title keywords separately, so we need to add all the keywords in the title to the express train for testing. If most of the performance is good, only some of them are not good, we need to optimize the title slightly. However, if all the data is not good, you must consider your main picture. Remember to use the express train to test the words and arrangement order of your title this year.

　　Also, the directional direct train must be opened. The traffic on the homepage is a blue ocean, with a lot of cheap volume and less competition, so we will strive for a wave when most of the time have not yet reacted. Although the conversion will be much lower, the conversion this year is much higher than last year. Moreover, the targeting is easy to open. As long as the main picture is reviewed and the premium is directly based on Taobao's recommendation.

　　Here I would like to popularize the click rate of targeted is very low, but it will not start to show and click lower because of low click rate. There is no discovery at present and there is no score mechanism for targeting, so don’t dare to turn on targeting or doubt yourself because of low click rate. However, this does not mean that the picture will not be optimized. After all, the time period for this thing to come out must be improved, and it will definitely be linked to the click rate later, so we have to do these in advance. After all, one step ahead is wealth.

E-commerce operation is a long-term task. Not only must we build a good foundation, but we must also conduct continuous inspections and maintenance. Only in this way can e-commerce operation achieve a real effect!

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