Revealing the secret of the traffic at low prices for direct trains, Taobao operation instructions!

　　As the mid-year promotion of 618 approaches, whether the store’s final performance in the first half of the year can actually exceed 618 also accounted for a large proportion. In fact, many stores have made great efforts and persistence in the first half of the year to make a big profit in the mid-year promotion, and then wait for the next festival to explode.　

　This year's 618 has made great adjustments, and the event time has been adjusted to 20 days, which can allow us small and medium-sized sellers to get a share of the pie. Although the official plan is quite good, it is impossible for every store to get traffic in the face of many small and medium-sized sellers, so we still need to fight for it this time. The direct train among the numerous traffic channels is undoubtedly a place that military strategists must fight for.

　　Faced with the rapid train with more competition and increasing average click fee deductions after the revision, can we still get more traffic with very little money? Has the low-price drainage turned into legendary data? Is the express train suitable for us small and medium-sized sellers?

　　Next, I will uncover the secret of low-price traffic for you . Let us use our limited promotion fees to bring more traffic to the store, and we can make a lot of money in this mid-18 mid-18 promotion.

　　First of all, let me correct a misunderstanding about low-price traffic. The so-called low-price traffic is not about bidding or click deduction, the lower the better, but the less money we spend on, the better, especially this year when thousands of people are further strengthened, an effective traffic has offset too much invalid traffic.

　　I have seen too many cases where the direct train is deducted very low, but most of the people coming in are invalid traffic, and then lower the conversion rate and accurate labels of the store, and finally drag the store to death. Therefore, we must find ways to reduce the average click cost while ensuring the accurate traffic.

　　So how can we do this? Let me tell you below.

　　First point: Selection of keywords

　　For Taobao today, I have always believed in the rule that choice is greater than effort, and this is also the most important principle for me to do Taobao. This principle also applies to direct trains. Why do I say this? I don’t know if you have noticed that our entire plan is ten, and it has been ten for a long time. Basically, the weight is already very high at this time. You can lower the bid according to the usual operation methods. However, when you perform this operation this year, there will be problems. In the mild case, there will be lower click-through rate, display, visitors, collection and purchase of green, etc., and in severe case, there will be large fluctuations in keyword quality scores. At this time, you can only adjust the price back quickly.

　　So why does this happen?

　　The main reason is that there is a problem with the keywords you choose. This year's Taobao Express is highly competitive, especially in the keywords we use. Everyone wants to get the top position of commonly used keywords, and the easiest way to get this position is to pay a high price, so this is an important reason why our commonly used keywords cannot be deducted by clicking and deducting fees. At this time, we should give up the competition for these words to find keywords that are less expensive to click.

　　There is a single keyword pivot function in the express train. If you haven’t seen it, please click to see the next one! This function can become an important assessment standard for us to choose keywords this year. The most important thing here is click rate and market average price. The average market price depends on whether we can reduce the cost. The lower the value means that we can get a lower price while ensuring accurate traffic. This click rate is a data reference for our increase score. Sometimes a keyword has a higher click rate than other words, but the quality score is very low because the average click rate of this word is too high.

　　Second point: price adjustment

　　After choosing the keywords you need, the rest is to adjust the keyword bidding. Many sellers are most likely to have problems in this place. Let’s talk about how to safely reduce bids for the express train keywords.

　　Adjusting the delivery time has always been a place that most sellers are likely to ignore. They usually ignore it after the setting is started. Then he insisted that adjusting the price means adjusting the bid for keywords. Little do we know that this is the first thing to adjust, but the adjustment of delivery time cannot be randomly done. This should be adjusted based on the performance of the express train at different times per week and the performance of the store in each time period. The specific optimization rule is to lower the time-sharing discount during the period with low conversion or relatively low traffic, and keep the data performance good. If you observe for a while, you will continue to lower the adjustments. This time, you can lower the data even if you have good data. The advantage of this is that there is no direct adjustment to the keywords, so there will be no impact.

　　Also, when we bid for keywords in the early stage, we should not be much higher than the industry, because if we bid too high, it will be very slow or difficult to lower the keywords in the later stage. This must be kept in mind. After adjusting the time-sharing discount, we need to adjust the crowd. Because of the reasons that this year, we will send crowds when driving, and the premium of the crowd will not be too low. Therefore, the second thing we need to optimize is crowds [Note: This year, we must focus on crowds. In the early stage, the direct train can use the keyword low bidder and high premium to ensure the accuracy of traffic]

　　There are many more people this year. It seems that the official has really put in some effort, and Taobao has always followed the official to eat meat. Generally, the scope of the population is wider and the bid is relatively high in the early stage, so when adjusting the population price, you can follow the rhythm of our usual optimization of keywords, that is, first lower the premium of the people who perform poorly, and then observe that it still doesn’t work, just delete it! People with good performance can also slowly lower the premium, but you must pay attention to the feedback of the data. If the data fluctuates, adjust it quickly and try again when it stabilizes.

　　It is best not to adjust the price of the keyword when adjusting, because the operations I mentioned above are not direct, so it will not be judged by the official as a price reduction, which will affect the weight of the keyword. This is why the bid I mentioned earlier should not be too high. If you have to adjust the keyword bid, you must observe the data in real time and adjust it back as soon as there is fluctuation. I wish you all the big vocabulary sales in 618 and make a lot of money.