【Dry goods】Learn to promote direct trains, and store operation is easy

　　Recently, many Taobao sellers have told me that the promotion of express trains is expensive. I feel that the traffic is not very accurate and the effect is not very rational. I asked me whether to continue to spend money or suspend promotion. The advice I gave him is that the promotion of express trains is a good tool, and I may not have mastered how to use it. Let’s talk about the concept of directed promotion of express trains.

　　First of all, we need to know what targeted promotion is

　　We have talked about search promotion before. In fact, targeted promotion is just like search promotion, and it is also one of the ways of precise promotion. The principle of direct train direction is to record these details by Taobao through buyers' purchasing behavior, search habits, collection and purchase. And using Taobao's huge database, through crowd targeting, the information you promote is displayed to the people you need. With thousands of people, the advantages of targeted promotion are becoming more and more obvious, and it is also a powerful tool for merchants to achieve precise marketing. Of course, you need to further understand how to promote it.

　　The principle of directional display

　　The difference between targeted and promotion keywords is that they are displayed in different positions. They can be promoted at the same time in the later stage, so they will not affect each other. The traffic on Taobao’s homepage is also very important, especially if you like it. Most merchants have also captured this traffic. This location is recommended by Taobao based on the buyer’s browsing record. The traffic is relatively large. In addition to paid traffic, there are also a large amount of free traffic. How can we introduce the traffic on Taobao’s homepage next? Before the operation, you must make some high click-through rates. After the picture is ready, then proceed.

　　How to ignite the traffic on the mobile Taobao homepage through targeted promotion? Now targeting is also a method of precise traffic. You can use the background calculation and then look at the baby's own characteristics to show the baby in your store to the precise target group, thereby increasing the display volume and covering more precise buyers as much as possible. However, the requirements for creativity are relatively high.

　　First of all, the baby's accurate label is very important. At the beginning, the system will automatically match the initial label based on the baby's attributes, and then through our optimization, more detailed and accurate labels will be further determined in the later stage. This is also the reason why we need to choose accurate keywords when driving. Operation directional promotion, in addition to having more labels, it also needs to be accurate, so that more accurate Taobao traffic can be matched in the later stage.

　　We can see that there is an intelligent delivery in the targeted plan. When operating, after optimizing the keyword promotion, intelligent delivery can be performed. The premium ratio is from low to high, and it is adjusted according to data feedback during operation.

　　Look at the data. If the effect of intelligent delivery is OK, the next step is to increase the number of people being deployed. You can invest in the precise group when submitting the delivery.

　　Everyone should know why we have to compete for this part of traffic and what is its purpose, so that you can understand what you want. We want this part of traffic to further expand traffic and then improve conversion. If the store traffic is not increased during promotion, you can operate directional traffic and at the same time, you can serve to target the placement location and people. In this way, the traffic generated in the later stage will be more accurate and the conversion will be higher.           Shopping intentions targeted

　　Then let’s take a look at the direction of shopping intentions. This area mainly matches keywords with high correlation with babies based on the buyer’s usual browsing and baby titles. They are also matched randomly by the system. Just like the placement group, except for the custom group, nothing else can be set manually. Some friends place all the keywords matched by these systems at a premium. In fact, there is no need to pay premiums. You can first increase the premium with high correlation and ignore keywords with too low correlation.

　　Visitor Orientation

　　Look at the picture above, there are two types of visitor targeting. Visitors who like my store and visitors who like similar stores are targeted at these two parts of the visitor because they have recently had demand for this type of baby, and the traffic is also accurate and the conversion is higher. Please note that this type cannot be manually set.

　　Display position

　　The display locations we see here are divided into wireless and PC. Of course, the focus is on the wireless side, so when we make premiums, we mainly guess what you like and make premiums. Of course, the corresponding groups of people with different display locations are also different. Let’s see how the display index is. The display index here is a reference and will not change, and the premium ratio is the same, and it will not change. While we optimize, we find more accurate people and then increase the premium.

　　Tactics for targeted promotion

　　The group or keywords that the system automatically matches are matched with accurate customers based on the baby attributes and titles of our store. When optimizing, the title must be gradually improved. The attributes of the baby must be accurate. You can add style words. This will increase the number of accurate people when operating. The more keywords the system matches you, the more accurate the crowd will be. One thing to note about the picture is that when promoting directionality, this position requires a high level of picture size, and you also need to pay attention to the picture size. When making pictures, use some light color backgrounds based on promotional creativity.

　　Can new products be promoted in a targeted manner?

　　Through the above understanding, we know that targeted promotion is to bring more accurate Taobao traffic to the store and further expand the precise traffic. When we do targeting, it depends on the weight of your account and baby. If the account weight is too low and the traffic is not very large, you must increase the traffic of the store through the express train, and do not set a premium, because when attracting traffic, you need to push the bid of keywords to the front position. If the bid is too high, the premium direction will not be cost-effective. New products have no foundation. Even if you open a target, there will be no good feedback on the data.

　　When you are in the premium process, try not to have too high premium, otherwise it will not be optimized in the next period. If there is not much traffic in the past few days, don’t be in a hurry and slowly increase your bids. When the store traffic reaches our needs, slowly reduce the price. While reducing targeted PPC, you should pay attention to the changes in our store’s traffic.

　　If you rely solely on a single keyword to grab traffic, it is difficult for the store to maintain it. Therefore, through targeted promotion, we can let the store’s baby break through the traffic bottleneck and further improve the precise traffic and conversion. Only by increasing the weight of the baby, the targeted display position will increase in the later stage, and the competition will become increasingly greater.

　　Basic method of targeting

　　Many friends will find that the directional traffic is difficult to control, and there is a certain gap between the traffic peak and the delivery of our driving keywords. Generally, around 9 am and 5 pm are the directional burst periods. The traffic is not very large at night, so this happens to conflict with our keywords. We all know that the traffic peak of keywords is usually at night.

　　Targeted click rate

　　If the click-through rate of targeted is too low, because the buyer sees our baby through the targeted placement and makes him click. He does not actively search for keywords, so the purchase intention is not high, and the daily traffic of different targeted placements also has a certain gap. When we set targeted bids, the bid setting should be 15% higher than the average PPC. All people, placement locations and shopping intentions have a premium of more than 100. This is for quick testing. Each premium is for testing the effect. If the premium is not obvious, it can be cancelled directly.

　　During operation, you can retain effective placement and specific groups of people, then lower bids, increase crowd premiums, and make the targeted final bid consistent with the original ones. This can not only ensure the delivery effect but also improve our click-through rate.

　　Another factor influencing click-through rate is to promote titles and pictures. The titles and pictures on the targeted plan should highlight the selling points of the baby and ensure the clarity of the pictures to stand out among competitors.

　　Targeted conversion rate

　　Regarding targeted conversion, we also mentioned earlier that it is best not to do stores without foundation. If the store has a good foundation, has a certain population, and has a certain sales volume, you can only do targeted conversions, which will be much better than the new store, and the conversion effect will be more obvious.

　　The most basic store requires a crowd to play. Stores with poor foundation can play with the placement and shopping intentions. When operating, the targeted people are targeted to increase the premium, delete bad people, and put them in good placement position to increase the premium and reduce the premium of the placement position. The crowd is changing. We should pay attention to the targeted data in time when submitting. If the data is not easy to be replaced in time, we can cooperate with the store activities when submitting, and also do some red envelopes and coupon activities to improve conversion.

　　Pay attention to the details :

　　When targeted delivery, the location you like is better than other locations. The crowd mainly depends on the people who like my store, because it is relatively stable. If the budget is not large, you can play these two locations.

　　When we adjust the targeted data, we will find that the real-time effect is not as fast as keywords, so don’t rush to achieve success and be more patient.

　　In addition to the promotion of express trains within Taobao, direct train direction is an integral part of the express train, which is of great value to the improvement of our store. We should make good use of it. When the directional traffic is unstable, you can plan it independently and use it for activities. You can use it to promote the treasures that our store has advantages, which will eventually become an advantage. In fact, as long as you do it with your heart, all the difficulties will not be that difficult.

　　The above points are the experience we have summarized in the promotion of express trains. As long as you follow our methods to practice, I believe you can also play the promotion of express trains very much. I hope you can help you in the promotion of express trains.