Taobao Express promotion, don’t step on these 7 major pits

　　Express train promotion is not unfamiliar to many e-commerce people, because express train promotion is a simple and easy promotion method. However, when it comes to express trains, many people will think it is very expensive and not profitable. Of course, if you don’t even understand the basic direct train principles, it is difficult to drive a good car.

　　In order to give everyone a comprehensive understanding of the express train, we will mainly explain the express train one by one based on the misunderstandings that need to be avoided in driving, so that you can better understand this promotion tool.

Misconception 1: I drove the express train, but I just couldn't get a deal

　　Many people will ask: "Will the express train directly bring me a deal?" Of course the answer is not.

　　1: The person who deducts the fees according to the transaction is Taobao customer. The express train is an advertisement that pays for clicks. It is basically a search page for Taobao, and it is together with the natural search products.

　　The customer population that is directed to the express train is fundamentally the same as the people who are naturally searched, and its transaction rate is similar to the transaction rate of natural search, and it is usually at a low point. This is because there are many comparisons included in the natural search, and there are repeat customers, old customers, etc. that will have relatively high traffic conversions.

　　2: Some sellers promote products that do not have a basic sales volume, so the conversion of such products is naturally very low.

　　3: The direct train itself is a traffic-driven advertisement, and it cannot determine the transaction. What determines the transaction is often the hard work of the product and the store itself.

　　Therefore, when looking at the conversion status of a promoted treasure direct train, you must look at what the product itself is and what the natural conversion status in the store is. Of course, conversions before and after the big promotion will usually be affected. At this time, what you should check is the collection and shopping cart data.

Misconception 2: I want to do a very low PPC.

　　Everyone likes the cheap PPC for driving a direct train, but we still have to look at it based on the practical situation. Because low PPC is also relative. How much can a women's clothing PPC cost? Can a woman's clothing PPC cost? If it is a furniture category, can it also cost a few yuan? Low PPC is a relative concept. We need to look at the average market price of the class intention. If it is lower than this average price, the PPC will be considered relatively low.

　　When it comes to this, some people may say that even if I have a furniture category, I can still achieve a PPC of a few cents. I can set a very low bid or attract traffic outside the site to achieve a PPC of a few cents. Indeed, this can achieve very cheap PPC, but what is the intention to do so?

　　Set a very low bid to attract traffic in a week, so what is the meaning of driving traffic? The traffic outside the site is well known, with ultra-low click-through rates and ultra-low conversions. Such traffic not only cannot be converted, but will lower the overall account status and cause a decline in keyword quality scores.

　　When thinking about PPC, you must think about the category's own bidding status and its own intention to attract traffic, and do not seek a very low PPC one-sidedly. The most reasonable way is to adjust PPC based on its own traffic needs and ROI.

Misconception 3: You must pay a high price to get the ranking of comparable express trains

　　Some sellers will say that I want to rank to the first page of the express train and want the top few. After looking at his products, he found that he sold a mobile phone case with free shipping of 9.9 yuan, and the sales volume of the product was only more than 20 transactions, and three or four were evaluated. Many keywords need to be ranked in this ranking and bid for more than 2 yuan. This is still a good quality. If this kind of product is driven in this way, it can only be said that it is rich and stubborn.

　　First of all, when driving, you must understand what the intention of driving is, whether to attract traffic in a simple way, whether to convert and make money, or to make a few purchases for the sales of the cooperative store. Only by understanding your intentions can you know what you want to do and adjust your bids well. Of course, it also depends on the product's condition and our own capital status. You can't take it for granted how much money you have, as such results are largely a loss.

Misunderstanding 4: Delete all words with low quality scores

　　For direct trains, we all know that quality score is a very important thing. The higher the quality score, the simpler it will be. It is easier to control traffic and expenses, but not all high-quality participles are good words.

　　So, do some words that are not of high quality must be deleted?

　　If a word has 10 points, but its entire network display index is only a few hundred and only a few click-through rate indexes, then does this word make sense? Such words can only be used as a vase and cannot bring any traffic.

　　However, some larger word quality scores are difficult to improve, especially when the implementation is started, 6 points and 7 points are normal. Although the quality score of such words is not very high, the traffic is much more than those with 10 points.

　　Nowadays, the quality scores of PC and mobile are not the same. If your PC has high quality scores, the quality score of wireless may be very low, and the quality score of PC may be very low, but the quality score of wireless may be relatively high. In this case, if all the words with low quality are deleted at once, many words that are better reflected will be deleted. Therefore, the traffic is gone.

　　For example, the quality score of PC is not high, but the quality score of wireless is not bad, and the traffic is also from wireless. Do you need to delete such a word?

　　When deleting words through the express train, we need to think about whether the data status of the entire network of this word and the data status under implementation are suitable for the strategy of implementing it. Think about whether to increase or reduce the price, and what you think about is deletion.

Misconception 5: If you find that there is no traffic, you want to make progress to get traffic

　　Before talking about this question, let’s review the ranking formula of the express train: the comprehensive ranking of the express train = the bid for the keyword * the quality score of the keyword

　　Ranking affects traffic, which shows that the two major factors affecting traffic are bidding and keyword quality scores. But the first thing many people think about is to make progress in bidding, because this operation is the simplest and not as troublesome as doing quality points. Such results will cause a surge in costs and traffic will be less optimistic.

　　So where should we operate it?

　　We will not talk about the several fundamental factors that affect quality scores here. We will focus on the impact of conception quality. The official explanation of conception quality Taobao is "promoting conception of recent keyword dynamic click responses." In detail, this dynamic click response is the click rate. 80% of the factors that affect the increase or decrease in keyword quality are on this click-through rate.

　　How much impact does click-through rate have on traffic?

　　If you only have a click rate of 0.1, then 1,000 displays will only have 1 click, which means 1 traffic. If your click-through rate can reach 1%, you will be able to obtain 10 traffic with the same 1,000 displays. That is to say, your traffic doubled tenfold without adding any bids, adding 10 times the traffic. If you look at it this way, you will feel that adding click-through rate will be more effective than improving bids.

Misunderstanding 6: Nowadays, everyone is doing wireless terminals, so I only need to do wireless traffic, and I don’t need PC traffic.

　　This is the idea of ​​many people today. The transaction volume of Tmall this year reached 91.217 billion, and the transaction volume of wireless was 62.642 billion, and the transaction proportion of wireless reached 68.67%. When you see it, you will think that wireless is good and PC has declined.

　　Is this really the reality? Those who are smarter in wireless know that it is because a large number of users search, browse, collect, and add shopping carts on their PCs, and end up paying only with their mobile phones.

　　First of all, the depth and breadth of the mobile itself determine that there will not be too many products that can be displayed by the express train, and it will be difficult for many sellers to obtain mobile traffic. The quality of mobile is not an excellent progress at this stage, and there is no direct improvement. Although the quality of PC and wireless is separated, good PC data still has an advantage over wireless. It is best to take a period of implementation to see the status of implementation and decide the direction of implementation.

Misunderstanding 7: Feeling your own conception and implementation diagram very good

　　It has been mentioned above that click-through rate has a great impact on the express train, and the advantages of a good implementation idea on click-through rate are also obvious. However, some people may have questions. My image is not bad, it is similar to other big merchants and looks very good, so why does it have no click rate?

　　When making pictures, you must first understand that the pictures are for the buyer to see. It is not that we feel good, but the click-through rate will be better. We must grasp the buyer's mind. The most taboo thing about making pictures is almost the same. If your pictures are no different from others, how can the buyer find your drop of water in the ocean of pictures? Therefore, the pictures must be made with distinctive features, not good-looking. Of course, it is best to make them with distinctive features.

　　If your ranking is not very good, the picture should be made unique. Otherwise, if the buyer clicks on the product that is similar to yours in the previous search, then the click rate of similar pictures will be very small. Get more direct train operation promotion skills, leave a message online, we will contact you as soon as possible