How to promote Taobao store? How to use batch promotion to detonate products?

　　How to promote Taobao stores? Many people will think about this issue. Although the store has been opened, if it is not promoted, customers may not be able to find our store on Taobao, so that the transaction cannot be achieved! Here is a promotion method for you: batch promotion of direct trains!

　　Since its launch last year, the batch promotion plan has been widely recognized by a large number of sellers, and can now be said to be the star operation mode of the express train. Let me share with you two cases of detonating products through batch planning.

　　1. Single baby batch promotion operation:

　　This is a store that mainly produces mobile phone sports arm bags. The main products of the store are priced at a low price and the industry is high at a high price. In order to ensure the store's traffic, direct traffic accounts for a large proportion. Although the car has already converted single products to an excellent level in the industry, the store's profit is not very ideal due to the cost of direct trains. In order to obtain more low-priced traffic, a new batch promotion plan was created for testing. The store’s products mainly promote a single baby batch promotion plan based on the characteristics of batch promotion.

Figure 1

Figure 2

　　Figure 1 is the data from the store standard plan for the past 90 days, and Figure 2 is the data from the batch plan for the past 90 days.

　　Through the comparison of the data of the above two figures, it is obvious that the batch planning production data is better, and the PPPC is also lower than the standard plan, but the conversion is slightly worse. So how to improve conversion rate? The method is as follows:

　　1. After the baby is put into the car in the early stage, the planned bid should be slightly higher than the PPPC planned by the baby, and the limit is slightly lower. Try not to control the product to be offline in advance, do not pay attention to the production and click-through rate, and focus on the baby’s collection and purchase data. If the data keeps up, you can add a portion of the limit every day, up to about half of the normal promotion plan. After stable for a period of time, the limit and PPC can be adjusted according to the data.

　　2. When the baby is not satisfied with the production and conversion situation after operating for a period of time, you can use batch promotion reports (intelligent promotion reports) to filter keywords for individual babies.

　　3. After batch promotion for a period of time, you can also copy the words with good data in the batch plan and add them to the standard plan to focus on testing, thereby increasing the data of the standard plan.

　　The specific operation steps are shown in the figure below:

Figure 3

Figure 4

　　2. Duobao batch planning operation:

　　This is a store that mainly produces home cleaning utensils. Its characteristics are that there are many types of products, low prices for single products, small payment traffic for a single baby, and product conversion is higher than the industry average. However, since 2018, PPPC has increased significantly and the conversion has increased slightly, resulting in a decline in production in cars. In order to obtain more low-priced and high-quality traffic, a new batch promotion plan for Duobaobei has been established.

Figure 5

Figure 6

　　Figure 5 is the data from the store standard plan for the past 90 days, and Figure 6 is the data from the batch plan for the past 90 days.

　　Through the comparison of the data of the above two figures, it is obvious that the batch planning production data is better, and the PPPC is also lower than the standard plan, but the click conversion rate is slightly lower.

　　The specific optimization method is basically similar to the above-mentioned single product optimization operation steps, but there is a fundamental problem. If you don’t pay attention, you can’t make a multi-baby batch promotion plan.

　　There is a problem with the batch promotion plan. You can only set the port bids in the entire plan in a unified manner. You cannot set a single baby. Due to the different weights, industry PPPCs and click-through rates of each baby, the traffic obtained by each baby is different. Therefore, when choosing a baby, you must choose the first three similar products to promote.

　　As shown in the figure:

Figure 7

　　From this picture, it can be clearly seen that the ability of each product to obtain traffic is different. Therefore, when choosing a model, you must carefully choose through data analysis.

　　This is all for the case of batch promotion. Finally, I would like to remind you some precautions in batch planning operations:

　　1. When promoting the product in the early stage, it is best not to block the PC port, because the traffic of the PC port is not completely negligible, and a better way can be selected through data comparison.

　　2. The batch promotion plan is affected by the industry and fluctuates greatly, so you should pay attention to it in real time.

　　3. The conversion of batch plans should generally be lower than the standard plan. In order not to affect the conversion rate of orders, the cost of batch promotion should be controlled based on the store's conversion situation.

　　4. Although there are many products that can be promoted in batch promotion plans, it is best not to exceed ten, because the weight of the single product is different and the best data may not be obtained.

　　The above is the sharing of batch planning operation methods. We need to learn and analyze the emerging promotion mode of the express train. Only by constantly optimizing and summarizing can Taobao store promotion be done easily. I hope it can help you. If you have any questions about Taobao store promotion, you can choose to leave us a message!