There is a very direct operation method for Taobao operation, which is to promote the store through direct train. So what should we pay attention to when promoting the direct train, bid after driving the direct train, and how should we operate the matching mode?
Everyone knows that the express train is a popular promotion method. It is calculated based on clicks. If the click fee continues to rise but the ROI is very low, it will be worth the loss, and it is just burning money in vain. So what should I do if this situation is happening?
If the click cost is too high, sort by cost and find keywords with low ROI and high click cost. Look at which words are expensive to click, and distinguish which are loss words, which are the main drain words, and which are auxiliary drain words.
(1) If it is the main drainage word, and the conversion rate is also very poor, and even if it is not converted, the bid will be reduced according to the conversion ability, and the appropriate drainage cost will be adjusted to a reasonable display page, and the traffic will be driven at a low cost. Make good connections and shopping paths in the store to allow traffic to be digested on other pages.
(2) If it is the main drainage word, and the conversion rate is OK, it is a keyword that can bring returns. It is just because the click cost is very high, then it can reduce its average click cost by increasing the quality score, thereby reducing the investment cost and balancing ROI.
Before improving the quality score of the express train, first look at the click data for these keywords for a few days. If it is a main drainage word with high display volume, low click rate and good click volume, then you can change the matching method and adjust to the exact match, reduce invalid display, and increase click rate.
If the click rate of this word itself is very high and the quality score is also very high, but the keyword competition is fierce and the unit price of clicks has always been too high. If you want to balance the ROI, you can only appropriately reduce its drainage cost and adjust the bid according to the returns brought by its conversion rate, so that you can stay at a reasonable display page. Or build a separate mobile terminal plan and use the mobile terminal with currently low drainage costs to attract keywords with good conversion capabilities.
(3) For keywords that have collections or occasionally conversions, the price can be reduced to the average bid level and then observed later. For those who have no collection or conversion, you can directly reduce the bid and attract traffic at a lower price. Don’t worry about the word without traffic. This long-tail keyword with very little display volume has a small number of clicks and no click feedback. It is not cost-effective to use high-cost traffic.
Many merchants want to know what to do if the unit price of Taobao Express is too high. For this reason, the editor has compiled a solution. You should start from the keyword aspect, find out the loss words, and remove them, leaving the main drain words and auxiliary drain words.
EN
CN
