Breaking new products is a headache for many sellers. Especially for veteran sellers, many of them are very angry and suddenly want to do Taobao, and then they hurriedly opened the store without taking any deep thoughts and a small amount of preparations before. Nowadays, it is not as easy to do in the early days, but Taobao’s daily traffic users still attract merchants to join in. It is said that opening a Taobao store is easy, but operating it is very difficult. If you don’t promote it, it is actually difficult to see the effect. Today we will talk about the promotion of the express train.
We are not embarrassed in Taobao searches, there are many stores that have no sales. Let’s talk about the levels that the editor told you to know in the last issue. These stores are at the first level and few people are interested in them. As sellers, we certainly don’t expect such a thing to happen.
There are also some small and medium-sized sellers who have accumulated a small number of customers before, but in order to inject strange blood into the store and to attract consumers in detail. Most sellers will regularly launch new babies. Other seasonal products, such as clothing and shoes, are necessary to follow the seasonal changes and continue to be launched.
Don’t think that the baby will be fine if it is put on the shelves, and wait for customers to come to buy it. Such good things were only benefited a few years ago. Nowadays, Taobao’s competitive pressure is so great. Your baby will be launched, and other babies will be launched. If you are not alert to your new product, you will be submerged in the water of new products in minutes.
Then this is the time for us to play some "routines". Letting the baby break the zeros quickly is the most important thing we should do now. If the new product can quickly break zero in a short time, it means that the product is a high-quality product worth recommending; for sellers, it can increase weight, lose better rankings, and more traffic, how can this win-win situation be completed?
1. Select the product to check
When planning new products to be launched, you must choose products with potential based on factors such as store positioning, population preferences, and market reflection. This place is not only suitable for new stores, but also for old stores. Choosing a model is like building a building foundation, and a good pattern can be quickly broken through without any effort. For specific key points for selecting and measuring models, you can follow the editor’s previous articles.
2. The plan of the main picture
For new stores, in an environment without any old customer base, they must have their own optimizations. Product optimization is essential. If you don’t believe it, you can search it. It is not difficult to find that the main pictures of those unknown products are usually very ordinary. Plan product main picture and high-quality product main picture can better attract paid traffic. With traffic, you won’t have to worry about conversion rates.
When planning the main picture of the product, you must master the principle of "precise focus and clicking". That is, the information expressed in the picture must be in line with the needs of the target customers. We can go to competitors' stores in advance to analyze the customer pain points, demand points, etc. they have caught.
The composition of mass fraction is divided into three parts:
1. Creative quality; 2. Relevance; 3. Buyer experience
I believe that every merchant will know when he was confused by the black car last year. The essence of black car is click rate. That is to say, if the click rate increases, then your quality score can be improved naturally. So how does this click rate increase?
We continue to reverse the factors that affect click-through rate, such as: creativity, style, price, sales, ranking, delivery time, delivery region, etc. After knowing the influencing factors, how should we operate?
First, four major settings:
1. Daily limit:
According to your actual situation, the daily limit is generally recommended to be above 100. If it is a large category, click on the category with a relatively high unit price, it can be 200-300. The delivery method is intelligent and evenly distributed, which can better reduce the consumption of the daily limit.
2. Delivery platform:
Except for the wireless site, all the others are turned off, so that you can focus on operations better; and mobile discount, for better budget click unit price, it is recommended to be 100%
3. Delivery time:
There are two plans here. The first is to directly place 100% from 9 am to 12 pm, and not place it at other times; the second plan is to choose the time end with the highest transactions in the category and start the placement until 12 pm. The advantage of doing this can better increase the click-through rate, and the disadvantage is that the bid may be relatively high.
4. Place of delivery:
Generally, it is recommended to place regular areas, that is, remote areas such as Hong Kong, Macao and Taiwan, abroad, Xinjiang, Tibet, Inner Mongolia, Ningxia, Qinghai, etc., and all other areas will be placed.
After setting up the plan, we can see if we can choose keywords. Many people ask about this question, and they talk about how to choose, but this is not difficult.
Keyword selection:
First of all, you need to choose keywords at level 2-3. You should directly use keywords at level 1-2 in the small category. For large categories, such as women's dress categories, you may need to choose keywords at level 3-4.
Creative Optimization
Finally, creative optimization. My operation method is different from the general creative wheel, and my ideas are different. What method do you think about using for children's shoes
1. Upload 4 creative ideas, the creative title is the same
2. Traffic distribution is a carousel
3. Normal delivery for 3-7 days to obtain basic data
4. Analyze the click rate of each terminal. Four pictures. If the wireless click rate of a certain picture has the highest wireless click rate, then the wireless terminal of other pictures will be directly turned off. By the same token, the same is true for PC. If the click rate of a certain creative PC is not good and the wireless click rate is not good, then I will delete the creativity without hesitation and upload the new idea. Repeat this way until one or two ideas are the ones you are most satisfied with
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