Understand these operations, and don’t be afraid of the traffic promotion without traffic

　　Everyone may think that it is too expensive to promote the express train. If it is not a direct train, the store has no traffic, but the store still has no traffic after driving. This is a problem. You should know that the original intention of our direct train promotion is to drive natural search traffic. If the traffic is too small and the cost is too high, then it is meaningless for us to drive. Just when you think it is difficult, why can some people use the express train to build the store well, but you can't do it? In addition to some of the baby's own problems, understanding of the express train, and detailed planning and ideas of the store determine the results of your driving.

　　What is the purpose of our direct train

　　We have to re-understand the express train. Now we can't make hot products as we used to do. Because of the dispersion of traffic, driving has become a tool that we must attract traffic and make hot products. Let's take a look at what the express train has.

　　Driving traffic to the store: When we open a new store or the traffic encounters a bottleneck in the later stage of the store, Taobao provides you with a channel to spend money to buy traffic. At this time, by driving, we can get more display opportunities for the store's products, bring more accurate traffic to the store, and finally improve the overall sales of the store. Whether the driving is effective depends on your practical ability.

　　Test models for babies: When we do Taobao, there must be more than one baby in the store. Some stores have dozens of models. Of course, some stores have more than a dozen models. We cannot have too much energy and spend time on each one. So at this time, we need to use the direct train to test whether the baby's style has the potential for a hit model. According to the test data, just select the suitable main recommendation baby and concentrate on these good data.

　　Driving and making hot products: If a store wants to make a hot product, the most direct way is to rely on the direct train. If there is a hot product in the store, we don’t have to worry about no traffic. The store will operate more easily in the later stage. If there is a hot product, you have to continue driving and promoting. Some friends see that the store’s sales are pretty good, so they quickly parked the car. If you stop, there will be no traffic immediately. You have to do it to attract traffic to other treasures in the store and make multiple hot products, instead of stopping driving immediately after one hot product.

　　Driving ultimately brings natural traffic to the store: In fact, we report activities, or be Taobao agents, and the common direct traffic we drive is to bring natural traffic to the store. The baby will continue to promote the direct traffic, and make good weights and positioning, and finally the natural search ranking can continue to rise and achieve the results we want.

　　Direct train test

　　As mentioned earlier, the express train can test the baby model, and look at the feedback from the data to measure the main recommended baby, bringing more traffic to the store and bringing sales to the overall store.

　　First of all, you must pay attention to the test plan. You must build a special test plan before you put it in.

　　Select keywords: For big sellers who are not short of money, you can choose some big words to test the price, but for small sellers, if the funds are not meaningful, you can choose precise traffic words with high correlation. Generally, there are dozens of data, not too many, and ensure that they are sufficiently displayed, otherwise the data will not be referenced.

　　Reasonable bid: Bidding is not a random operation. At this time, the bid can be appropriately higher than the industry average, so that it can be at a higher level and ensure that the store has sufficient traffic.

　　Placement and time: Placement areas, the area where the industrial belt is located must be excluded first, and then according to the details of your own category, if the conversion and click data are poor, you do not need to place it. In this area of ​​placement time, discounts can be increased when traffic is delivered at peak, and the placement will be reduced during other time periods.

　　Note: The most important thing when operating is to adjust more, observe more, and solve problems in a timely manner. Some merchants drive and invest money while driving, and let it burn it casually, and ignore it later. How can there be good data?

　　After a week of testing, we mainly look at the collection and purchase, and the click-through rate data, and then compare it with the industry average. If the data is too different from the industry average, then there is no need to promote this model. On the contrary, the collection and purchase, and the click-through rate conversion rate are good, which means that there is great potential, so we need to increase our efforts to promote it.

　　Understand the data and then operate the store

　　In fact, the main thing when driving is to look at the data. We analyze various data of the store every day. Only with the data can we know where to adjust, where to do it well, and where not. Then we adjust and learn to analyze the store's data to better grasp traffic trends.

　　If you look at the store data I operated, I can have data in mind about the store. Then look at your own store or take a picture. Can you see what is wrong with your store and what is the problem? Often, you just see that the sales of other people's stores are higher than those of your stores, and ignore the one-day delivery of others. What adjustments have others made. As a professional driver, qualified operations are to analyze the overall situation, whether the delivery and output meet your expectations, what extent can it be achieved, and what effect will be after the data is adjusted.

　　Note: Keywords need to pay attention to click-through rate and conversion rate every day. In the early stage, clicks are the main ones, and later stages are the main ones. For the data that has been optimized for a period of time, but the overall clicks and conversions are still very poor, they can be deleted. No matter how they operate, they must be adjusted based on the data.

　　The problem of reappearance of the express train should be found in time

　　Sometimes when we are driving, the traffic of the express train will decline at a certain period of time. At this time, we should pay attention to it, find the problem in time, look at the changes in the plan you drive, see which plan has a big problem, and then analyze the treasures in the plan, find the reasons, and solve them in time to improve.

　　Data comparison tips: First look at the specific situation in the next two weeks, and it is obvious that you can see what problems a baby has. Then quickly optimize the baby. When optimizing, the focus is on the traffic word, because in the later stage, it is time to put the big words in the basic big words. The main thing is to see if the ranking of the traffic word is reduced. If the data is not analyzed, or the shopkeeper who does not know what to say can add Ouyang WeChat and communicate in time. After all, it is Double Eleven in the later stage. Now the store has various problems, and the store cannot proceed.

　　Data that is focused on when direct operation is opened

　　Quality score

　　We know that the quality score directly affects the cost of our direct train. For the current market, the impact of buyer experience on quality scores is crucial. If your buyer experience is good and the store is popular, it means that your baby is good. Of course, it is also very helpful for the improvement of your quality score. In addition to the buyer experience, the account relevance and click rate must be optimized and improved, and the basic weight of the account. Focus on clicks in the early stage, and focus on conversions in the later stage. The quality score can generally be improved in about a week.

　　Quality points and PPC are also inseparable. As mentioned earlier, everyone knows that the main things are positioning, quality points, and keyword competition.

　　Card Position: We all know that if the correlation is high, the higher the position card, the higher the corresponding display will be. Some friends will ask whether the click rate will also increase. Whether the click rate here will be high depends on the basic weight of your account and the overall competitive advantage of the baby. For example, your price, sales and the baby you have in front of and behind, then the click rate will not be too high, and the PPC will not be reduced. Therefore, when you are in the card position, you must look at the basic level of the surrounding peers in the early stage, and then optimize and make adjustments based on the keywords in different positions.

　　Conversion rate

　　When we operate a store, we care about the conversion of our baby. If there is no conversion, there will be no sales. However, the premise of conversion is that the store must have sufficient accurate traffic. For keywords that cost too high and conversion too low, we can delete them. The purpose of early traffic is to convert later. Therefore, when choosing the placement region and time, it is mainly based on converted ones. Now Taobao is under thousands of people. If the basic account weight is relied in the early stage, it will attract more and more accurate people in the later stage.

　　The production ratio, that is, our ROI is closely related to conversion. If the conversion is not good, there will be no good-looking production. Therefore, when operating a store, the first thing to do is to increase the customer order of the baby, and the second thing to do is to reduce the cost and attract more precise traffic. For high-customer order babies such as furniture, the ROI is much higher than low-customer order babies. However, for low-customer order babies, even if the baby has a high conversion, it will not be very high when it is put into production. This problem requires related sales to achieve high-customer order effects, so the ROI will be improved.

　　Key issues in driving

　　Bid: Many friends asked me how the bid is the most suitable. Some friends just started to operate and grabbed the first one directly. I won’t say much about those who have mines at home. You can just grab the first one directly. If you don’t have mines at home, you can see how I operate the bid. First of all, you can refer to the industry average price in the early stage, and there is also traffic analysis and competition perspective to bid. When bidding, you can be about 20% higher than the industry average price. After bidding, you should also look at the data situation and further adjust. If there is no display, you can appropriately increase the bid. After displaying it, you can look at the click spending situation. If you keep this word within your own tolerance range, and you don’t have time and energy to adjust, then give up as soon as possible. Traffic is not a waste. When the keywords are stable to obtain more traffic, you can seize the good position and further attract traffic.

　　Keyword update status

　　When you first operate the express train, the keywords added are definitely not suitable for long-term use, so you must update the keywords frequently. After about a week of operation, the words that are high and have no clicks are displayed. Don’t hesitate and book them directly. If the cost is too high and there is no transaction, you will add new words. I don’t need to say more about the method of selecting words. Basically, every post is mentioned. If you don’t know, you can take a look.

　　Some friends are confused and delete bad keywords, so what kind of words should be left?

　　Keywords for displaying and clicking: The words with high display and clicking are first of all, with high quality and low ppc. These words are the words we keep and focus on pushing. They can increase bidding and grab good positions. With precise traffic, you can add these expanded words for these words. Next, let’s look at the data to determine whether the keywords are left or not.

　　Words that show low bids and high bids: If the quality of this word is high, you can retain it. Further increase the bid and then check the effect. If it is still not displayed, you can delete it directly.

　　There are definitely more than these situations when operating in detail, so I won’t explain them one by one here. If you have other problems, you can find Ouyang.

　　Improve natural flow

　　As mentioned earlier, the purpose of driving is for natural traffic. How can we cooperate to get more natural traffic?

　　Old customer

　　Regarding old customers, Ouyang has always emphasized whether it is writing posts or operating stores for merchants. Everyone should also know the importance and maintain old customers well. In the later stage, we can make good use of this advantage. Not only is the operation safe, but the main thing is to weight the store. Therefore, some holiday greetings, care about old customers, interact more, and send a coupon to maintain the relationship.

　　Baby's affiliate marketing

　　Some shopkeepers think that affiliate marketing is useless, so they didn't do it. In fact, making good connections can not only reduce the bounce rate, increase the buyer's stay time in the store, but also increase customer orders, drive the overall sales of the store, and increase the sales rate, so you have to do everything you should do.

　　Time to place and remove

　　The closer our products are to the time of removal, the ranking will definitely be higher. If the store’s baby does not have a high sales ranking, it will be affected by the shelves. Therefore, you must choose the time for the shelves, set the product to the shelves during the peak traffic period, and then cooperate with driving, which is weighted for the store.