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E-commerce operations: How to promote direct trains in the content era?

2018-09-10

  This year, there seem to be fewer people paying attention to the promotion of the express train. In this era when content is king, people are more willing to do content operations. Taobao has indeed changed a lot in the past two years, but no matter how it changes, some essential things remain unchanged. That is " promotion and acquisition of traffic ".

  The content is strong, and it also needs to be disseminated and promoted; no matter how good the product is, it also needs to be supported by the number of visitors. To borrow a sentence: " He lets him be strong, he should be strong, he should be rude, and I will do what I should do ." Because the main theme of Taobao gameplay among all small and medium-sized sellers every year is: "Direct train, order brushing, official activities". So don’t be confused by the high-end things and data from the outside world, calm down and do what you can do now.

  Because we, who are small and medium-sized sellers, do not have so many resources and do not have such a strong team to do content.

  When doing anything, we have to think about its core principle. I don’t know the others, but I have been relying on the direct train for several years, so I know more or less. First of all, the express train will change, and there will be changes every year, but these changes are nothing more than changes in the focus and core data.

  Every year, you know which data to do in the express train and cater to this system, and you can do it better than most people. Let me tell you that the core point of this year is to divide it into several pieces: click rate of search people click volumecollectionpurchaseconversion .

  1. Build a plan

   Choose a plan that has no data for 7-14 days, and it is best to have 14 days or more. If not, it will be more than 7 days.

   Set the planned daily limit of RMB 100-300.

   Close off-site and directional.

   Only place on mobile terminals. If the PC terminal cannot be turned off, the default bid is set to 0.1 yuan.

  V plan time discount set to 100%

  Answer and answer questions: Many people must ask why this is the setting, this is relatively simple. 1. First, choose a plan that has no data in 7-14 days because the data weight of the express train is updated every two days . However, if your plan has data in 14 days and the data is not very good, it will also have some impact on your new work. Therefore, it is best to choose a plan that has not been operated in the past 7-14 days.

2. There is no need to be too high  in the nutrition process . You can use your own click unit price. For example, if you click it, it costs 3-5 yuan, you can set a daily limit of 300 yuan, and if you click it for two or three yuan, you can set a 200 yuan, and according to your actual situation.

  3. The reason for closing off the off-site and targeting is that the promotion click-through rate of these two parts is low, which will also affect your plan weight.

  4. Only the mobile terminal is because all the weights are basically moving, and the click rate on the PC side is poor, except for some categories.

  5.   The time discount is set to 100% because this will prevent the data fluctuations from being too large during the promotion process. Many people like to use the industry discount ratio. In that case, the data fluctuations may be large during the maintenance process and will also affect the weight.

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  2. Nutrient operation

  ⅠSelect 10 long-tail words with high click-through rates (make sure they are the same core word), and the keywords are accurately matched.

   Regional delivery selection cities with high click-through rate (view through direct traffic analysis).

   According to the population portrait of the business consultant, the population premium ratio is given to the corresponding population (within 50% recommended).

   Only one promotion idea is needed (promoting the main image has been tested and the picture with high click-through rate is placed). The creative title should include every keyword you put in to improve relevance.

  V bids 4/1 or 16-20 items of the first screen price, observe in real time, if the ranking is low, increase the bid, ensure that the mobile ranking can be kept in the first three items after passing the crowd premium ratio (pull real clicks)

  Answer and answer questions 1. Core words can basically be classified as your baby's attribute words. If the brand search volume is large, you can also use the brand as the core word. The long-tail words surrounding the core phrases will have a weighting effect on the core word during the operation. When you have a bunch of keywords with core words, you will find that when adding core words in the later stage is a hot word, the hot word is also full.

  2. Traffic analysis is in the tool options on the left side of the express train page. If you want to query which keyword, you can enter which keyword and click Pivot to view the click rate of the word in various regions.

3. You can set it based on the portrait  of the business consultant , or you can analyze the purchase age group of your own products by yourself.

  4. Promoting creativity, including the first three tasks, is all for improving click-through rates and maintaining the weight of the plan.

  5. Because your normal bid may not be able to obtain too high traffic, but after matching the premium of the crowd, you will get a better position in your accurate crowd, and then slowly make your traffic more accurate through the precise crowd click data.

  Key Points 1. The operation time is best to start at 8 pm (because the click rate is generally higher at night).

  2. The click rate of keywords with the most clicks is twice that of the industry. The more clicks the better, that is, if the funds allow daily limit is 300 yuan per day, the more clicks the better.

  The above operation lasts for two days , and the direct train will get points on the third morning . At this time, basically all 10 points are 10 points for 10 words .

  If the real click rate cannot be more than twice the industry during the nutrient process, the click rate will be supplemented, but the number of clicks that can be supplemented cannot exceed 40% of the real clicks.

  At the beginning, only the five cities with the highest click-through rate were placed. If the number of cities that were displayed slowly, the number would increase to 10, and if the number of cities that were displayed slowly, the number would increase.

  The daily limit on the first day is 100-300 yuan . Just burn it down. After pulling the click keyword, keep the original price and do not lower it. The daily limit on the second day is 100-300 yuan . After pulling the click keyword, do not lower it. After burning the click keyword, do not lower it.

  Don’t worry about the unit price of nutrients for two days, because after the points are raised, the unit price of clicks will become cheaper.

  When searching for people, some shops or sellers with poor foundations will find that there are very few people with accurate search, and there may be only 30 or 50 people.

  Don’t worry at this time. In the early stage, we only need to choose population attributes to do it. Never choose similar sellers or visitors like receiving coupons on Double Eleven. This type of people is more rubbish.

  You only need to do population attributes, and then choose gender and age to make a premium. If you add age and the population is relatively small, just choose a gender directly. During the operation, the number of search people will increase more and more according to the clicks you place.

  3. Quick weighting (on the third day, after 10 keywords are added)

  ⅠContinue to add long-tail words and precise long-tail words, otherwise the click-through rate will drop.

  ⅡBid 4/1 or 16-20 items of the first screen price are the top three prices after the crowd premium. Ensure click-through rate. Do not adjust the bid in the middle. If you burn it stably for a few days, the PPPC will naturally drop.

   Start increasing the number of clicks, as long as you ensure that the number of data per day is more than the previous day, the faster the growth rate, the better. The more violent the increase in clicks, the higher the weight, the more the click rate weight will begin to weaken.

   The click rate is 2 times higher than the industry. If the click volume is doubled, the click rate is 2 times lower than 2 times, but it must be more than 1.5 times higher than the industry.

  Answer and answer questions 1. Priority is given to adding long-tail words with core, and then adding long-tail words without core words to stabilize the click rate.

  2. Because your normal bid may not be able to obtain too high traffic, but after matching the premium of the crowd, you will get a better position in your accurate crowd, and then slowly make your traffic more accurate through the precise crowd click data.

  3. Be sure to remember that after adding points, the weight of click rate will be weaker, and the weight of click volume begins to appear, so at this time we need to increase the number of clicks (doesn’t it feel very similar to the previous seven-day spiral order brushing?)

  4. The initial nutrient click rate requirement is higher than 2 times, so that 100% can be increased to 10 points. After the weight of the click volume in the later period increases, the click rate requirement can be appropriately reduced. The weight is one dimension, and the dimensions of each item are taken. When you have a particularly strong item, the requirements for other items can reduce the balance a little.

  Key points 1. Before all keyword bids are issued to 20 items, ensure that the premium ratio of the crowd can reach 3 or 4 to 7 digits in the first item. As long as the click rate is OK, do not change the keyword price. Frequent changes in bids will affect the keyword weight and cause PPC to fail to go down.

  2. If you don’t have enough clicks, add manual clicks. As long as you can maintain a click rate of more than 2 times, the PPC will naturally drop. At this time, the more clicks you click, the higher the weight, the higher the weight, and the lower the unit price of the clicks in the change direction will be. The weight will be refreshed once every two days and updated on the morning of the third day.

  4. Price drag method

  ⅠAfter the third day score is updated, do not move anything, burn it for a day, and then start to do a price drag in 4 days. Remember to give priority to the time drag discount ratio, and each adjustment can only be adjusted by 5%.

   After dragging the discount on the time ratio to a critical point, it will pull back to the previous ratio, what is the critical point (for example: you slowly drag from 100%, drag to 85%, now adjust to 80%, and find that the number of clicks is small, then adjust to 85%, and try to reduce it in one day.)

  When the time ratio discount cannot be delayed, start to drag the keyword bid. To observe which keyword is spent faster when the click unit price is particularly high, adjust the ratio for each time.

   When all words are burned faster, the discount ratio will be delayed, when individual words spend high, the keyword bid will be delayed, and when both are relatively low, the premium ratio will be moved. When the money burns slowly, stop dragging the price, which means that the weight has reached the critical point. If you burn it stably for a few days, you can drag the price again.

  Answer and answer questions 1. If you just get points, if you operate too much, the data will fluctuate easily and you will lose points. So try to start the operation as stable as possible.

  2. Not only the time discount ratio, every module is like this. As long as you reach the critical point, try not to move as much as possible. It may be because the weight is not very high, so the critical point is relatively high. The longer the weight comes, the higher the proportion you can lower it.

  Key points can be spent faster and clicked faster within 7 days , so you can start to drag the price . In the early stage, you can only drag the price by adjusting the time discount ratio. After 7 days, after the time discount ratio reaches the critical point, you can drag the keyword bid and the crowd premium. The priority order of drag the price is: the priority is the keyword bid, and the final crowd premium, and the price reduction is 5% each time; when can you add subsequent keywords? After adding points, you can add 10 words. As long as you always keep the 10-particle word more than the 9-particle word, then burn it stably for a few days, you can add 5-10 words and repeat the operation.

  The above is the personal gameplay of this year's direct train keywords. You can try it according to the steps and methods. During the operation, you should think about why you should do this and which data are very important.

  Summarize

  This year's express train focuses on the weight of search people. What does it mean?

  That is to say, if the click data of the search population you make is stronger than that of your peers, you will find that your direct traffic will have more traffic than your competitors, and the unit price of clicks will be cheaper than your competitors. So after learning the method, you must choose a good product for promotion, otherwise you will also struggle in the process of doing it. Comparative data is the conversion data I mentioned earlier.

  Everyone should remember that click rate and click volume are just a great help in the process of quickly making weights in the early stage of nutrients, but after your express train is stable, your backend conversion data is the real key, and collection, purchase and conversion are all very important here.


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