An experienced driver teaches you how to play the direct train!

　　For Taobao store owners, it is no stranger to talking about direct trains now, because they are basically driving direct trains now, but the investment is different. So what is the purpose of our driving?

　　It is definitely a drainage, and then because the direct train is also a paid drainage tool, it is also a matter of efficiency that needs to be considered. Compared with various drainage methods, the traffic brought in by the express train is the most accurate. If your keyword score is high, then you can bid higher, so that you can get a good ranking and then display enough so that there are clicks and ultimately conversions. Taobao says "thousands of people and thousands of faces", and this is even more true for operating the express train. Different people will definitely have different results in operating the express train. Next, let’s talk about the optimization direction of the express train:

　　1. When is it more appropriate to promote the baby?

　　When will the baby get on the car and push it, first of all, you must know whether the baby needs traffic. Then don’t wait for others to start selling before you start promoting, so you must seize this time. Generally speaking, if your baby is on the ground early, then you will have to start operating after about a month of hot market. If you do it early, the competition is small, the bid is lower, and you can also get traffic at a lower price. At the same time, pay attention to the changes in keyword conversion rate and take action when it is time to take action. The purpose of driving the express train is to attract traffic. You will operate whenever the drainage effect is good. Now is the time to operate. Double Eleven just passed, and Double Twelve came soon. This is the time when you need to hurry up and drive well. Of course, the treasure you are pushing is worthy of recommendation, which is what we usually say that this model is a potential stock. If you push it at this time, the effect will definitely be extraordinary.

　　2. For the treasures pushed by the express train, should we test them first before pushing them, or should we push them directly?

　　If you encounter such a problem, you basically don’t know how to choose the product and don’t know how to choose and do it. So how to choose a model? It is actually simple. You roughly circle a range and then use the promotional chart to get on the car directly to see the baby's click collection, purchase, jump loss and average stay time. During the test period, the main focus is on the click rate. If your baby's click rate can be higher than the industry average without sales, then this baby is good. Then compare the market situation and you can basically order the purchase. Of course, for some old fried dough sticks, they don’t need to take this step. They have been doing it for many years and are very sensitive to this baby.

　　3. If tested, how long will it take to determine?

　　If you are testing babies, ordinary individuals usually have about 7 days of testing, and the time is too short, the data obtained may be accidental, and the data obtained is not very referenceable. At this time, precise words and long-tail words are generally used, and of course they also depend on the category. In this way, there is traffic, relatively less cost, and the data can be reliable.

　　4. Generally speaking, how many babies are pushed through the express train and how many plans are made?

　　When you encounter this problem, it depends on what you plan to do? The other is to consider your own financial strength. Generally speaking, I focus on concentrating time and money to do something well.

　　If your daily limit for the express train is less than 100, you can do it yourself and do it casually. Then choose one or two words and maintain an account. It is still OK. Don’t think about the traffic coming in with a lot of traffic.

　　If your express train daily limit is between 200-500, you can select one main recommendation baby, two creativity for testing, and then choose the best creativity and focus on promoting. Keywords are mainly precise words and long-tail words. It is not recommended to add hot words. If you add them, your conversion will not keep up.

　　If your daily limit for the express train is between 600 and 900, your store will have a lot of room for operation. Generally speaking, you will mainly recommend 2 treasures, a few hot keywords for keywords, mainly precise words and a few long-tail words.

　　If your daily limit for your express train is 1,200-1,500 and the store foundation is relatively good, the operation improvement can be easily controlled because the data feedback is fast and easier to adjust.

　　I won’t talk about it one by one, but you have to know that the effect of 200 a day and 2,000 a day is definitely different.

　　It is worth noting that if you want to drive a direct train well, it does not mean that your store can open several plans, but you must open all of them, because in actual operation, only one or two people really play a role, and other things will be suspended for various reasons. So the same thing is to concentrate on time and money to drive the direct train well.

　　5. What words should be added to the express train?

　　During different periods of promotion, the words we need are different and the focus is different. When the promotion was first promoted, both the quality score and the weight were in an unstable state. What you need to do at this time is to cultivate words and re-make the quality score and basic weight of the keywords, because this is the foundation and the key point, which will directly affect your presentation, your bid, and your PPC.

　　Generally, my approach is to choose some precise words first. As long as the attributes are fine, their scores will generally not be too bad, and they can also be displayed. Then look at the click situation. The click rate depends on your display and click volume. Some people who add me always like to ask me this way, saying that my click rate is very high, why does the quality score not increase? It was not until I saw the situation of his express train that the display volume was 20, the click rate was 20, and the click rate was 10%. This is indeed high, but it does not work for you at all. You can take a look at the data I operated.

　　Although the click rate is not high, the score of this word will definitely increase with such display volume and click volume. In about a week, your scores have increased, and then you need more traffic, and then gradually add more precise words and hot words. And don’t fill up the keywords of every baby. You should add keywords reasonably. If you have too much money, you will not have enough traffic.

　　In addition, the quality is increased, and the weight of the plan will also increase. Then you can look at your PPC and it will naturally drop. This will achieve the goal of low-price traffic. If you continue to maintain this, the store level will definitely be higher.

　　6. What should I do if the quality score has been optimized for a long time?

　　When it comes to this quality classification, we need to first look at what level your current quality classification is. If it is basically about nine points, in this case, click to convert and work harder, and the score will easily rise. If your click conversions are pretty good, but your quality score still cannot be increased, it depends on your category situation, because some babies can be placed in multiple categories, but if your category attributes conflict with your keyword attributes, then it is difficult for your score to increase.

　　7. The direct train cannot be driven and it is too expensive. I don’t want to drive it anymore. How can I not burn it?

　　If you think your express train is too expensive, then you will see where it is burning money and why? Is the quality score low and the PPC is too high, so it costs a lot, or is it because your bid is high, resulting in invalid delivery.