E-commerce operation: The unique way to play the direct train, taking you to get traffic

　　Those who do e-commerce operations know that there is a direct train promotion method, which is like search, which includes Baidu promotion, etc. Taobao also has its own promotion method. So why does the direct train need to be tested? It is a test before everyone does the direct train. The purpose of the test is to find the direction of transactions and lay out our promotion plan. After the first step is completed, we want to promote the baby, which keyword data performs well, and what kind of picture form is better. At this time we all have basic judgments. As a paid promotion tool that runs through the entire store operation process, the direct train is becoming more and more important in store improvement and maintenance. The traffic of direct trains and the search traffic for free Taobao are both search channels that come from keywords. Therefore, direct trains are also an important tool to drive the improvement of free search traffic on a daily basis, but the optimization operations of direct trains vary greatly.

　　The purpose is the same in the process of driving the increase in store traffic by direct traffic. The purpose is the same. The purpose is the same as paid keywords to drive the increase in free search or homepage traffic. However, the results are different. Some merchants use smaller direct traffic expenses to drive the increase in store traffic and transactions, while others have no obvious improvement effect. Many merchants have more than the proportion of free traffic, resulting in store losses. So what causes the same paid traffic tools to bring different results.

　　First of all, not all models can be quickly improved by optimizing the express train. Different styles and prices and market competition environment will affect the effect of express train operation. Therefore, when using express trains to increase the weight of individual products, the best way to choose the first thing to do is to choose. Using the direct train to select models, we can use the keyword standard plan to measure models or use the direct train batch promotion plan to test models, and finally select potential models as the goal of optimization and improvement of the focus of Zhongtong.

　　Standard plan test

　　In daily testing, we often use standard plans to test baby's click-to-add purchase conversion data to judge the potential of new products. The advantage of standard planning testing is that the operation data is accurate, and the ability to accurately control the data such as keywords, population, creativity, region and time discounts, and the test determines that the main recommendation can be directly operated and improved in the standard plan. The same standard planning testing also has certain disadvantages, that is, the operation is cumbersome, the cost is high, and the period is long, and it is not suitable for small and medium-sized sellers with weak direct bus foundation for testing.

　　Bulk promotion plan test

　　Bulk promotion is also a new model to be put on the shelves commonly used by many of our merchants. It is suitable for multiple batch testing and find potential models. Bulk promotion is as long as you choose the baby that needs to be promoted, you can choose your own keywords or use the system's intelligent matching keywords, and then perform the bid limit on the computer or mobile terminal. Here, it needs to be noted that our core traffic comes from the mobile terminal, so the bidding on the computer terminal can be given to the lowest price. In batch testing, the price adjustment can only be adjusted for all keywords, and cannot be adjusted individually for keywords. The system will intelligently bid based on the performance of baby and traffic keywords. The batch promotion operation is simple, and can also be tested in batches. The wooden system can be adjusted and optimized. The system matches keywords with good prices, which is very convenient. It can reduce the budget for the test model and find potential models. However, because keywords, crowd creativity, etc. cannot be optimized in a detailed cycle, the accuracy of traffic, crowd labels and creative design tests cannot be optimized and adjusted, so it is particularly disadvantageous. We need to make reasonable use of batch promotion and standard plans. With good service to improve the store, many merchants will find that the data of batch promotion is better than standard plans during operation. In fact, the system can only match according to high-quality traffic. The words converted every day are different, so there is no room for optimization of standard plans in terms of weight accumulation, label weight improvement, targeted homepage weight improvement, keyword ranking improvement, and standard plan data is lower than batch promotion. You need to find more problems with standard plan operations. The data performance and weight ranking brought by excellent standard plans are far higher than that of batch promotion.

　　The correct choice of the treasure recommended by the express train is also required to optimize and improve the data performance and weight of the express train in a planned and purposeful manner. The traffic core of the express train is the search traffic of keywords, so what affects the weight and ranking is the selection and optimization and regulation of keywords. Different keyword traffic sizes, traffic changes, data performance, search population, and competitive environment are all very different, which will lead to better performance in other babies. However, we use the reasons for poor data performance, so when choosing words, we need to choose keywords that match the baby to ensure that the weight of the baby's plan is improved.

　　Related word analysis

　　When choosing words, the first thing to consider is the display and click volume of the keyword market. There is enough display and click to ensure the growth of keywords in the later stage and the ability to obtain traffic. At the same time, it is necessary to consider the matching correlation between keywords and babies to ensure the data performance of keywords. At the same time, it is necessary to refer to the comprehensive data performance of the keyword market, including click conversion data, competition and PPC. In terms of word selection channels, we must make full use of existing word selection channels, including direct business consultants and other tools, and find the keywords we need.

　　The basic focus of keyword selection is how to optimize and regulate keywords to achieve the purpose of improving weight rankings. The focus of adjustment for keywords is to adjust prices, accurately and extensively and delete new keywords. The focus is to adjust keywords and the frequency and amplitude of adjustments. The core of adjustment for keywords is to mine keywords with good data performance, improve the proportion of keyword clicks with good data performance, drive the improvement and stability of the entire planned data, thereby achieving the improvement of weight and ranking, and improving the free traffic of the store.

　　Daily operation process of the express train

　　The first is to reduce the average click fee.

　　The second is to improve the overall conversion rate of keywords.

　　The third is to improve product natural ranking search.

　　Optimization of the fourth keyword.

　　1. The overall bid for the keywords of the product. By adjusting bids for different keywords, the number of clicks of the product is increased while the fuel cost remains unchanged, and the average click price is reduced. For keyword bidding, use the following factors of keywords as reference. Those with high keyword click-through rate are preferred, those with high keyword display are preferred, and those with high keyword quality scores are preferred.

　　2. Monitor keyword conversion rate. Through the analysis of data, find words with relatively high keyword conversion rates for products to focus on, improve keyword rankings, and get more clicks. Increase the output ratio of direct trains.

　　3. Through data analysis, find out the product's natural search keywords, and then import the express train to rank keywords to obtain traffic. Gradually improve the natural ranking of its keywords.

　　Fourth, keyword investigation, keywords that are poorly correlated with products, keywords with too low click-through rates, and keywords with too low quality scores are constantly removed during driving. While removing it, some new keywords will be constantly added to continuously filter out high-quality keywords.