E-commerce training: 7 common ideas for direct promotion

　　Anyone who has worked in Taobao stores knows that Taobao promotion is similar to search engines. Search engines include Baidu promotion, etc. So, the common way to promote Taobao promotion is direct train promotion. At present, more than 90% of current stores are more or less operating direct trains. So how can we drive smoothly during the process of operating direct trains? What thinking skills do we need to master?

　　Before promoting the express train, we need to understand the thinking of promoting the express train:

　　1. When changing seasons and launching new products, you want to quickly measure the models with good data performance, as the main recommendation model for the subsequent products;

　　2. For traffic decline caused by season changes and other reasons, use a direct train to fill the flow gap and vacuum periods;

　　3. New stores or old stores are newly built, and the store has no traffic. Use direct trains to drive the store traffic, and then revitalize the entire store;

　　4. During normal promotion of the store, you will find that the models with good data performance will be further improved and created hot products with a direct train;

　　5. Seasonal products, before the peak season comes, use the express train to preheat, and make sales and weights in advance, so that they can explode after the peak season comes;

　　6. When the store traffic is not accurate, use the direct train to make precise keywords and crowd targeting to strengthen the store crowd label. Different express train operation scenarios have different specific ideas. Moreover, in different periods and under different circumstances, including your baby in different development periods, the operation methods are also completely different. This is also the reason why many successful express train cases cannot be perfectly copied.

　　1. The corresponding ideas for operating the express train in different scenarios

　　1. Testing is to use a direct train to test whether the data of the newly launched baby has potential, because the natural search traffic for the new product has very little. If you want to see market feedback to test the model, you can't analyze the potential without accumulating half a month to a month's data, which can easily cause waste of time. However, the drainage effect of the direct train can bring a large amount of traffic to these babies without weight in a short period of time, and then test the baby's collection, purchase and conversion transaction data.

　　The operation idea is that the baby first does basic sales and evaluation, and then promotes multiple babies in a plan. The words are mainly selected for industry big words and hot words, and they can burn 3-5 days of car stably, and then analyze the data to see which baby has the best click rate and collection and purchase.

　　2. For those with good store foundation, sometimes due to seasonal changes and other reasons, new hot products are not connected, and the store does not have the main attractions. The traffic of the baby is very average, and there are many babies, but the total traffic of the store is limited. In this case, it is also more suitable for direct train promotion. As long as you find a high-quality model, you can go to direct train promotion.

　　3. This kind of situation is basically because I have just come into contact with Taobao, or I have been on the go for a long time and then go back to Taobao. I urgently need the store to be able to do it quickly, so this type of store is usually the most problematic, because I don’t know much about Taobao, and I don’t know much about the operation of the express train now, and I don’t have much money in my hand. It’s seen that everyone is driving and driving, but the cost of the express train every day is only a few dozen or one or two hundred. The keyword bid is very low and there is no indication. If the click rate is better, you can continue to drive. If the click rate is not good, the selection of models and words are not up to date. The car picture is not tested well, the PPC is still very high, the basic fare is just in vain, and the traffic is not much, but it has not been converted. My suggestion for this kind of situation is to learn more and think more. First, we must clarify the current Taobao gameplay, the advantages and disadvantages of each promotion tool, and lay a solid foundation for the store after steady operation.

　　4. If the store foundation is good and new stores are launched regularly, it is actually easy to find babies with good data performance from existing stores, and their conversion rate and collection rate are good. Such babies have a relatively high potential for hot products, and it is easier to create a hot product with a little promotion. The market for testing the model has been done for you. Our next step is to find the main traffic keywords and target groups and focus on operations.

　　5. For the key points of this type of direct train operation, when choosing and promoting words, generally the preheated words are the core words of the baby. Priority is given to weighting and increasing points for the core words of the baby. After raising them to 10 points, you can wait until the peak season comes and continue to add accurate keywords. What we pursue during the warm-up period is more about collecting and purchasing. We should consider what kind of activities to cooperate with to guide buyers to collect and purchasing in time, so that we can further improve during the peak season.

　　6. This type of direct train is usually to further improve conversion and prepare for targeted Taobao homepages, or has recently affected the store crowd due to Taobao customers and activities. In addition to further optimizing the precise keywords when driving, it also needs to increase the premium of the precise crowd.

　　2. For daily budget:

　　As a member of paid promotion, the daily budget is naturally the biggest concern for most businesses. We always complain that the money spent on the express train is not effective or that it feels that the production is too low and it is losing money. If you complain that the express train is not effective, you should think about it. Taobao is now very competitive, especially with many homogeneous products. Everyone is pursuing good data styles, so it will lead to the same starting point for everyone. At this time, it will test who has a larger budget. If you have a higher budget, you can grab a higher advantage position, and you can promote more keywords and spend longer, so you can naturally get more displays and clicks.

　　3. For products:

　　Whether a product can be made in the end does not depend on how high your technology is or how you can play the express train. The popular products are really not just by relying on the express train to top it up. If this product is good enough, as long as you have no major problems in operation, there is no problem in making it. But if the product is not good, you will find that you have been doing useless work later.

　　The express train is just a promotion method. His role in the promotion of popular products is just icing on the cake, not a timely help. Therefore, before officially driving, you must analyze the baby's collection and purchase rate, click-through rate, conversion rate and other data, and test the model in advance to see if there is potential for the popular product. After measuring the main promotion model, the baby's internal strength optimization must also be done well, and the basic sales and evaluation are done well. Only when these are prepared in advance can the express train be driven later.

　　Products are king. If the quality of the product is not up to standard, even if it is pushed by the express train in the early stage, the subsequent returns, negative reviews, complaints, etc. will pull the product into the abyss. Not only will the previous efforts be wasted, but a lot of money and time will also be wasted.

　　4. Test the main picture and car picture in advance

　　If the main picture and car picture of the main model are not tested in front of the ideal model, it is very unlikely to be promoted on the car. This is also a common problem that many business friends make. They start promoting the picture before they are tested. Although the performance of the product in the future is still good, they still want to further improve it. Change to a better picture to further improve the data. Then, blindly changing the picture will cause the data to decline and the weight will decrease. It is OK to change the picture sometimes also need to change the picture regularly, but you must test it before changing the picture and make sure that the new picture data is higher than the current picture. If the picture that has not been tested is replaced randomly, it will not work, otherwise it will easily cause the data to decline, and even lead to a decline in the weight of the entire plan.

　　5. For keyword display and positioning:

　　Generally speaking, the direct train is not shown, which is what we often call the problem of not being able to drive. It is generally divided into the following reasons:

　　The first thing to consider is the weight issue of the express train. When the weight is too low, you will not get any ranking or display unless you pay a high price.

　　The second is that the keyword itself has little traffic and fewer words selected. Even if you bid to the top three or home page, you won’t get any display.

　　The third is the matching method of keywords. Generally speaking, the initial stage of the express train is mainly for traffic diversion. Accurate words are usually opened first, because if accurate matching is selected in order to obtain accurate traffic, although the traffic is accurate, it also limits the traffic entry from this keyword.

　　The fourth is that it is possible that there are too few areas to start investing, which will cause the express train to not get any display or clicks, so naturally the money will not be spent.

　　In addition, because of the personalized reasons of the platform's search, the treasures displayed in different locations are also different for different customers, so the data adjustment of keywords must be operated based on data feedback.

　　6. For the keywords to be delivered:

　　This issue is related to the above budget. In the case of limited budget, in order to make money more valuable, we need to appropriately give up some hot words and big words and concentrate on putting in precise second-level and third-level keywords that are more suitable for our products. Due to the search and browsing habits of mainstream buyers, buyers who are outside the express train will basically not go to see it. So instead of competing with big words at high prices, it is better to spend money on accurate words and get a good position, which is more effective in improving conversions.

　　7. Clarify the operation ideas of the express train

　　1. Overall bid for product keywords, adjust bids by feedback on different keyword data, get more traffic under limited delivery and reduce PPC.

　　2. Pay attention to the conversion rate of keywords. Through the analysis of data, words with relatively high and low conversion rates of product keywords should be paid attention to, and optimize keywords and improve the output ratio of the express train.

　　3. Analyze clicks and conversion data, adjust keyword bids, and find the keyword position that suits your baby. Sometimes the higher the keyword ranking, the better.

　　4. Pay attention to the data feedback of keywords frequently, and constantly filter out keywords that show too low, keywords that show too low click-through rates, keywords that have too low quality scores, and keywords that have too low conversions during driving. While deleting, you should also constantly add some new keywords to filter out keywords with high-quality data performance.

　　If you want to do a good job, you must first sharpen your tools. The thinking of direct train operation is definitely not to burn money hard or coward, but to burn money with valuable money. Every link and layout must be in place to take effect for a long time. Only in this way can we find another way and go further in the value of deep optimization of direct trains.