With the revision of the express train in May this year, many Taobao store sellers have reported that the promotion of the express train is still becoming more and more difficult. Not only is the quality not enough, but it is also difficult to drive the traffic of natural search, and the cost is getting higher and higher. In fact, new challenges also contain new opportunities.
So how should we operate without ordering after the direct train is revised? I would like to share with you some practical experience.
Let me share with you my store direct train data:
During the operation, I mainly adopted the precise crowd-playing method. Not only can I attract crowds without supplementing orders, but the quality scores will be improved quickly, and the conversion is also quite high.
1. Accurate crowd theory
Before talking about operational methods, we must first understand and familiarize ourselves with some basic theories of precise populations.
1. principle
One traffic corresponds to one tag. When the crowd premium is the same, high-quality tags will get data faster than custom crowd tags.
2. The importance of precise population
(1) Improve click-through rate.
(2) Reduce PPC and improve quality scores.
(3) Improve payment conversion rate and ROI.
The direct train population includes core populations, potential populations and custom populations. If you do the first two groups in the early stage, the corresponding group label weight will be diluted.
3. Points to be noted
(1) Do not let the same traffic satisfy the label of two groups.
(2) When the store has a large initial basic traffic, choose a high-quality visitor group; when the baby is greatly affected by the weather, choose a weather group label.
(3) You can find crowd labels through the crowd portraits of business consultants.
(4) If there is no professional version of the business consultant market conditions, make basic judgments based on the product. But I suggest it is better to prepare one.
2. Practical practice of accumulating population label weights
1. Practical steps for cumulative weights
(1) Choose the treasure you need in the express train promotion plan.
(2) Set the daily limit to 200 yuan.
(3) Make mobile discounts 200%-300%.
(4) Time discount is adjusted according to mobile discount.
2. Adjust precautions
(1) Adjust the premium according to the keyword results.
(2) If the keyword clicks overflow, or the budget is not enough, reduce the time discount.
The weight of the crowd and keywords can be stimulated through the high click-through rate of the crowd.
3. When adding keywords, add 1-3 to cooperate with 2 second-level groups in the early stage. After the quality score is improved, add keywords.
4. The secondary population can achieve 200%-300%.
5. Keyword selection
Select 3 keywords, the first keyword is used to card the first item, the second keyword is ranked 4-6, and the third keyword is ranked 7-10. Doing so can reduce ppc and increase clicks.
6. Regional settings
You don’t need to open the region in full, choose the top 10 cities with the highest click-through rate.
7. Things to note
Weighting is on the first 3 days and it must be combined with precise people.
3. Find the precise method of crowds
To find accurate people, you must first understand the distribution of labels and premiums: Level 1 label > Level 2 label > Level 3 label, Level 1 premium < Level 2 premium < Level 3 premium.
Standard product group combination
Treat consumption capacity as a fixed label combination and other levels of label combination. (At the same time, non-standard products with an average customer order price above the industry should also do this)
Combine the crowds in the custom crowd of the express train in pairs.
4. Filter the precise population
1. Purpose
Make high click-through rates for crowds within 3 days. Requirements: Make at least 30 clicks for one key, and use the crowd to cover more than 25.
2. The premium is 200%-300%
(1) The ppc is low and the data is high. Add keywords.
(2) ppc high. Lower ppc. (On the premise that the keyword has weight)
5. Crowd optimization
Finally, we need to optimize the population.
1. Find keyword matching groups.
2. Generally speaking, the click-through rate of level 3 people is the highest and most accurate. However, the daily limit has not reached a certain level, so you don’t need to consider the level 3 people.
3. The premium during optimization is based on level 1 premium < level 2 premium < level 3 premium.
That’s all for today’s content. According to this operating philosophy, under normal circumstances, it only takes 3 days to quickly divide the quality to 10 points and detonate the flow. I hope this article will be helpful to everyone.
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