Promotional Network teaches you how to understand express trains and natural searches

　　1. What is the basic logic of Taobao search?

　　The whole process is actually: keyword search-display, click--click-rate, click-feedback--conversion rate.

　　So what should we do? In a word: We do whatever the system likes, and we provide what the system needs!

　　In general, the products required by Taobao platform have the following characteristics:

　　1. From the perspective of Taobao operation,

　　Need: main picture with high click rate, high click feedback, relatively high customer unit price, --click rate, conversion rate, customer unit price ;

　　2. From the perspective of Taobao search user experience, Taobao search requires:

　　Every Taobao buyer can quickly find products that suit you and filter out products that are not suitable; --Crowd tags.

　　3. From the perspective of the end user,

　　Users need to buy their suitable and satisfactory products every time, thereby improving users' satisfaction with the Taobao platform. --- Receipt rate, DSR .

　　So what Taobao search requires is: high click rate, high click feedback, accurate crowd labels, high conversion rate, high customer unit price, high delivery rate, high DSR! (Of course all the heights are relative)

　　For new products, the initial click rate is high, the medium click volume is high, the later click feedback, and the final operation and maintenance receipt rate + DSR! This line runs through the entire operation! This is the main line.

　　In fact, the so-called black search is also based on this. It ensures that the goods are received quickly under high click-through rates, and the crowd is fixed. Through the fixed crowd, the system can extend the larger crowd and bring larger searches!

　　Direct trains and natural searches are inseparable! The weight factors affecting the express train, the early click rate, the mid-term click volume, the later click feedback, and then the crowd premium is added.

　　2. How can we make good use of these natural search logics?

　　This is the key task of each stage: first list the influencing factors and summarize the factors above.

　　1 , click rate;

　　During the communication process, I found a phenomenon: the click rate of the express train is not high, and I try my best to improve and optimize the pictures, but for the main picture, just put it on!

　　Please pay attention to the click rate of the main picture! Many stores just change the main picture, and the number of clicks increased by 2 times.

　　By the way, the main picture not only undertakes the function of click-through rate, but also the function of conversion! A good main picture bears the function of click-through rate + conversion rate!

　　2. Click feedback and click conversion;

　　Basically, it means collection + purchase + transaction.

　　There are 2 points to note about the store in the early stage:

　　(1) Pay attention to the copywriting of the five main pictures and solve all the buyer’s questions in the five main pictures! Place an order after reading it, and don’t need to read the details.

　　(2) Pay attention to the main picture video. Don’t just put 5 main pictures together and call it a video. It’s better not to put this kind of video and waste buyer traffic! Think more about what the buyer wants to know.

　　For the store’s later stage: Comments and maintenance are extremely important! Of course, this also depends on the nature of the product! So not all models can become popular!

　　3. High delivery rate;

　　Receiving goods should be the highest weight in natural search, and at this point the label of this group is truly fixed! I believe this is not difficult to understand at all. Taobao will not tilt resources to babies with extremely high returns. Even with super high click-through rates and super high conversion rates, Taobao will not be able to provide it with more traffic support!

　　4 , high DSR ;

　　This part depends on the product itself, and the other part depends on the customer's maintenance. If there are any problems, solve them in a timely manner!

　　I think the express train and Taobao search are inseparable, one is paid and the other is free. You won’t have to give you traffic just because you pay, but because you pay and it just cater to Taobao’s system rules, so you will give you the opportunity to show it. It’s not about whoever bids a higher chance.

　　3. Why can the direct train bring searches?

　　1. The clicks from the express train bring additional natural search volume!

　　The natural search brought by the express train is profitable, which means that when the normal natural search remains unchanged, the express train brings the incremental amount of natural search.

　　2. There are three main factors that affect the overall competitiveness of the baby:

　　The resulting collection and purchase of visitors brought in the store, and the ultimate transaction. That is, click volume + click feedback is the core.

　　3. The relevant weights that affect natural search,

　　The weight of the transaction is generated. The weight of the collection is generated. The weight of the purchase is generated. The weight of the visitor entering the store is brought to the weight of the visitor!

　　4. What is the significance of searching when the express train brings?

　　There are people in the promotion of the express train for a premium, but natural search does not.

　　This is the meaning of the direct train, and this is the meaning of why new stores and new products need direct trains to search in the early stage! Because new products have no crowd labels, they can only expand the crowd labels of new products through the crowd premium of the express train. During the period of having the weight of the new product, they will ignite the baby in a short time. Taobao will think it is a potential model and will support more natural traffic.

　　So in the early stage of baby promotion, many extreme examples are ultra-low bids, and then a premium of 300 is used to attract the crowd. As the number of clicks on the crowd expands, click collection and purchases increase, the final transaction volume increases, and to the final receipt rate, all cycles are shortened and quickly detonated.

　　How does the crowd label play a role behind this? ?

　　Every Taobao buyer has a label in the Taobao system, including male/female/age/category unit price/monthly consumption/region…etc. When your baby 's target population reaches a certain click base and the click feedback is positive -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

　　Understand this passage carefully, and then combine it with the basic logic of Taobao

　　Five, Others

　　1. Adapt to the changes

　　The idea of ​​operating people is very important. Those who have no ideas will become worse and worse. You must be able to have high IQ and EQ, be able to understand deep principles, understand users, be able to stand from the boss's perspective, and be able to stand from the perspective of the user, and also from the perspective of competitors!

　　Each subcategory has its own characteristics! Maybe at the beginning, most of this category are bidding high, and no one plays with the crowd. At this time, your crowd is slightly premium, such as some high-quality crowds have a premium of 30. This will not only get a large amount of clicks, but also ensure your conversion, and it will also look good when put into production.

　　I have a plan like this. At the beginning, the premium of senior visitors 60 could be large enough traffic. Now there is no traffic of 100. Although I can increase the premium, the production of this group of people in this plan is unhealthy. The problem is that this group is very important, and another plan is mainly used to build this group.

　　2. Promote rhythm

　　Grasp your own promotion rhythm and build your own promotion model, what are the focus of each time, and what changes should be made! Early click rate, mid-term click volume, and late click feedback! Optimize according to different stages according to these directions! Don’t worry about gains and losses!

　　Knowing what stage you are at and what your optimization direction is, you can basically start it!

　　3. Pay attention to the click rate and conversion rate of the baby’s main picture! This should be a decisive nature to do well. It is no exaggeration to say that many stores are made by one picture!