【E-commerce Training】Tips for driving traffic to hit Taobao homepage traffic through direct train

　　In our Taobao operation process, weight is a very important role. Most of our energy is to increase the weight of the store and baby. What is the purpose? Simply put, whether it is natural search or direct train promotion, high weight means that it can be displayed in many treasures first, and more visitors can visit our store.

　　As you all know, there are many traffic entrances on Taobao’s homepage: good goods; must-buy list; life research institute; good daily stores; guess you like it, etc. Among them, you may be the important traffic we can gain through hard operation.

　　The Taobao homepage is treated the same on both Tmall and C stores. And in many categories, the number of transactions on the home page is much higher than that on the search transactions. Small sellers can compete with other capable sellers through the homepage. So how to use the express train to explode the traffic on Taobao’s homepage?

　　The first step to the train to measure the map:

　　The quality of the main picture directly affects how much traffic you can get, so you must test it. Never take it for granted and do it. The click rate after the test should be more than 1.5 to 2 times the industry average. If the click-through rate is too low, you would rather give up than burn the car impulsively.

　　It is recommended to open a single plan to measure the map and not put it in the promotion plan, so as not to lower the weight of the entire plan. Be careful not to be interfered with by the main image prompted by the express train. If you really make a white background image, then there is nothing to do. As long as psoriasis is not serious, it can pass the review and try it yourself.

　　The second step is to set the daily limit:

　　The entire plan takes about two weeks, and the daily limit is determined according to its own situation, but it will definitely grow in a spiral form. As the weight of the direct train plan increases, the number of clicks will increase exponentially. If the investment is expected to be small, it is recommended to invest in a time period with relatively small competition and avoid peak periods

　　Step 3 Plan:

　　Plans can be made separately from search keyword plans, or they can be combined together to assist in targeting with high-quality people with keyword plans. This depends on whether your entire express train is more search-oriented or directional, because directional generally lowers the weight of your keyword plan in the early stage. If you don’t know how to choose, it’s better to do it separately.

　　Step 4: The premium for the express train:

　　If you have opened a keyword plan, then just use your keyword plan to plan the crowd, as long as you have high-quality crowd packages. Whether the crowd is of high quality will have a direct impact on your express train, whether it is keyword promotion or targeted promotion. . .

　　Generally, my habits are: low bids and high premiums in the early stage (positioning high-quality people), and when I promote it in the middle and late stages, I will change to gradually reduce the premiums (expanding the crowd to gain more display volume).

　　I only want to pay attention to the directional premium you like this position, and no other premiums are made. Some people also have the premium on the homepage during purchase and after purchase. In fact, if you like it, you already include these. This is the operation philosophy of each person, let’s think more about it yourself. Not having a premium in other locations does not mean closing, it is just that the bid is low and there is no sign of much. The premium is adjusted to a certain level.

　　Due to weight and bidding, the ranking will be low at the beginning, and the display volume in the first two or three days will basically not be too much. The premium will gradually rise the next day, and if the daily limit is not enough, it will also increase. The premium is 15% per day, and it reaches 300% and stays for 2-3 days.

　　Don’t look at this small step of operation, it can solve many problems in your store. First of all, the product conversion rate has increased and the store population has become more accurate. At the same time, it has accumulated old users for the store, solved the problem of order swiping, increased the click rate of the express train, and finally solved the problem of stable traffic on Taobao homepage.