As 618 gets closer, I believe everyone should have felt it in the past two days. The PPC of Taobao Express has begun to rise faintly, and it is a very normal phenomenon to approach the 618 promotion. Some of our small and medium-sized sellers may still be ignorant and worried about how to reduce the direct train costs. If we look at it from a technical perspective, reducing costs requires increasing clicks, click-through rates, conversion rates, etc. These old-fashioned topics are not unreasonable, but today I want to reintegrate them for you and we look at these data from a new perspective.
Instead of trying hard to walk through the hot spots, it is better to keep your own pace, follow the trend, and use the strength to fight, rather than rush to the rankings. After all, every penny spent on our direct train will reduce everyone's net profit. So how do you play the direct train PPC? I classified the way to play the express train into two types, one is the drag word method and the other is the drag price method.
Reducing PPC is a gradual and continuous process that may run through the entire operation process of our express train, so it is a test of our patience, because if the decline is too large or improperly operates, our quality will decline, which will affect our performance decline.
Some business friends will ask, how much does my sales base need to be suitable for getting on the express train? This is also a basic thing you need to tell you before getting on the express train. This is called blindly getting on the train. If you have a bad foundation, the click fee will be very high. Maybe your peers only need to get a good show of 1.5 times the average bid, and you may need 2-3 times to get a click. Many business friends blindly get on the car without basic sales. Whether anyone has bought the traffic that has attracted, the quality score is also low, and they don’t know how to optimize the quality score.
If you want to reduce PPC, you must first increase the weight of the express train and then reduce PPC. Therefore, reducing PPC requires a prerequisite, basically the keyword position will be higher than the keyword position of about 10 points, otherwise it will be useless to reduce PPC at this time. If your card ranking is 10 pages, it is inherently limited to reducing the traffic that you attract from PPC at this time. If the position is not ideal, the traffic conversion rate obtained will also be unsatisfactory. The prerequisite for us to reduce PPC is that the keyword quality score is 10 points, and the keyword ranking must be top-notch. Therefore, it is not necessary to blindly reduce our PPC, but also to adjust it based on our data performance. I will break down the specific methods one by one for you. Let’s talk about the time discount first.
We do direct trains not just for traffic, but our ultimate goal is to increase our sales. So how to spend the least amount of money and get the largest output is also what we care about the most. I'll click on the direct train here to show you:
When we look at the quality score, it is basically 10 points, because the recent fluctuation has dropped to 9 points. Let’s look at the fluctuations in the figure below. This is already dragging the price and the ranking is relatively high.
Next, I will tell you the specific operation of the price drag method. We must operate PPC when the weight, click-through rate and quality score are stable. If the quality score is unstable, then it will make no sense to operate the price. So you must have a high PPC process in the early stage. When we got on the bus, we wanted to get our ranking stuck and then lower our PPC. Are you low premium, high bid, or high bid, low premium? Low premium and high bids are suitable for confined groups, so if you reduce PPC, you can only reduce the number of people and your bids.
Our price-to-price method is generally made of 100% from 8 am to 24 pm. So from 1:00 to 7 pm, I basically set 30%. Through the direct bus, I achieved a quality score of 10 points. Only when the click-through rate and conversion rate are stable for more than 3 days can we reduce our bids.
Why? If we are too impatient to reduce, we will find that our quality will decline, or our performance will decline. Pocket ranking = keyword bid * time-sharing discount * mobile discount * crowd premium, everyone knows that what cannot be easily moved is keyword bidding, the purpose of optimization, and the ultimate goal is our keyword bidding. (A word of mouth, I have some essential forms here. If you need them, you can read my introduction at the end of the article, and there is a way to obtain them). To use the drag-off method to reduce it, we first adjust it from the time discount. The time discount is reduced by 5%. After each reduction of one amplitude, we need to observe for 1-3 days. So what should we observe in these three days? Observe our click-through rate. If the click-through rate drops, you need to pull back the previous step in time and stabilize the proportion for 2 days before trying. We can know what node we have to know about the increase in weight. It’s very simple. When our weight increases, our performance will increase. When we find through comparison that our performance increases and click-through rate increases, it is very likely that our limit is not enough. So what should we do after our limit is not enough? At this time, we can appropriately reduce the 5% time discount we just mentioned to see if we can still get the same performance after reducing the 5% discount.
In fact, I believe that all merchants have used the price entrusting method to adjust the express train. So have you achieved corresponding results? Whether your conversion rate, clicks, and clicks are stable, you can observe the data. The blue reminder symbol shown in the figure will appear when the data falls. At this time, you need to pull and pull back appropriately, and adjust by repeatedly pulling up.
Many business friends do not know the method of procrastination. In fact, procrastination is based on keywords. When our keyword quality score is relatively low or the click-through rate is relatively low, we can influence each other through the weight of the keywords to increase the quality score of new words, thereby improving our overall quality score and increasing the planned weight to achieve the purpose of reducing PPC.
Since it is a procrastination method, it must influence each other according to the choice of keywords. Therefore, when we first start to select words, the keywords we choose should not be too much displayed and competitive. We usually choose long-tail or small words to add. We should control the number of words to about 10-20. The specific ones can be adjusted according to the category. We should note in this place that we only retain keywords with quality scores above 7 points, because only keywords with quality scores above 7 points have the opportunity to be displayed on the homepage. If you choose keywords with less than 6 points as procrastination, you will not be worth the loss, and will instead lower the weight of your entire plan. We also need to pay attention to the bidding. We need to be stuck at 4-6, or the top 3, and the PPC will be very high at this time, so we need to control the time discount and daily limit. If the word selection is 9-10 points, you can place it in 7-10 points. This method is to improve the overall keyword quality points, thereby improving our traffic. When adding new words, the purpose of reducing our PPC through high planning weights.
We can analyze the peak traffic period of the store and select only the two highest time periods to increase the discount and make high click-through rates.
Set time discounts, regional and daily limits. In terms of regional settings, you can select the 3-5 areas with the highest transactions to place them according to the traffic analysis of the business consultant and the express train.
The daily limit must be set. In addition to considering the dimensions that affect the normal quality of keywords, we also need to consider making our clicks appear an increasing trend.
If these are set, the cost will increase as well. This is very important in the keyword increase stage. If our clicks do not meet the standard, for example, we only have 10 displays and clicks once, which is a 10% click rate. Then the weighting brought by such a data is minimal, and even if we cannot add our quality weight. So we may need at least 10 clicks. If we click once for 2 yuan, then this keyword will cost at least 20 yuan, and 5 keywords will cost at least 100 yuan.
As we said earlier, we have to set high time discounts through peak periods, so our rankings will definitely be high during this period, but they will also consume very quickly. So what we should pay attention to at this time is whether the click-through rate of this operation is higher than the industry average. If your baby’s basics are not good, then it will be meaningless for us to operate like this. If we cannot be higher than the industry average during the time period of high traffic and high clicks, it will be meaningless for us to operate like this, and then we will delay small words as a result of failure. Here I don’t recommend that you start with big words. We first stabilize the accurate keyword data for a week, and then gradually add big words. In this way, we open the traffic entrance and detonate our direct train.
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