E-commerce operation | Direct promotion drives Taobao sub-category to seize traffic

　　Today we will talk about how Taobao’s small categories can seize the market traffic. In fact, one of the obvious disadvantages of Taobao’s small categories is that they have few keywords and low overall traffic. Is there any way to change it? Many people will say that using express trains for promotion is one way, but can express trains really bring traffic? The answer is: if you use it well, you can get sufficient traffic, otherwise there will be no traffic; in fact, there is only a little traffic, what should I do if I want to get more traffic? Then seize the traffic of my peers and competitors. How can a small category use direct trains to seize more traffic?

　　1. Direct train layout plan

　　There are two types of direct train plans, namely the core main plan and the traffic supplement plan. The core main plan is to promote the core products of the store to seize more traffic. Traffic supplement plan means that the traffic related to the category cannot be ignored, and a more comprehensive plan should be established to seize these traffic.

　　2. The core main force of the express train is planned and operated

　　The core main force plans to promote the core products of the store, and multiple core plans to promote different core products. Since the categories are relatively small, the competition for hot words will naturally be very large. So you might as well give up hot words first. You can first choose keywords with search index in the top 20-50. Keywords are not the most popular, but you must register for the product rankings so that you can get better traffic. In order to ensure that you can get a higher position, the bid for keywords must be relatively high.

　　There is also core product optimization, mainly click-through rate, not roi. Therefore, we must continuously optimize and improve click-through rate during the entire planning process. If roi data performs poorly, the first consideration is not to adjust the bid, but to optimize the details page.

　　3. Direct traffic replenishment plan

　　The direct traffic replenishment plan is to try to obtain more traffic from other related aspects. Among them, the traffic replenishment plan includes intelligent promotion plan, PC plan, targeted promotion plan and long-tail word traffic expansion plan, etc., which can help obtain more traffic. Intelligent promotion plan, this operation is simple and good to start production, and it can be suitable for public promotion. During the early setting, the initial daily limit can be set lower, and is set at around 100-200. There is no need to check the keywords, and you can place products in the entire store. If there are many types of products, then put the same type of products in a plan.

　　In the PC plan, many small categories of PC traffic accounts for a relatively large proportion, but they cannot be blindly done. They cannot see the data in the past week to see the proportion of PC side. If PC accounts for more than 30%, then you can try to pay high prices to seize homepage traffic.

　　Targeted promotion plan does not require adding keywords, but targeted optimization is done by slowly increasing the price. So don’t give a very high price in the early stage, you can continuously increase the price to achieve an ideal traffic.

　　Long-tail word traffic expansion plan, this is a word that adds low popularity, but the traffic is relatively accurate and the conversion rate is also very high.

　　The above three points of the direct train promotion can actually seize some traffic to a certain extent. The rest is that we need to conduct daily data analysis, data comparison, and continuous modification and adjustment of store products. The promotion focuses on constantly changing our own strategies. If we blindly do not know the changes, we will not be able to operate well and the store’s sales will not be improved.