How to attract traffic at low prices for direct trains

　　New products rely on direct trains, which can trigger the number of visitors at the right pace. Direct trains, as an important means of attracting traffic in stores, have always been valued by merchants of various brands. However, because they do not know the specific gameplay and actual effects of the express train, many people often drive blindly, and eventually lose their wives and soldiers, which is very bad. So how to use the express train to create hot products and attract traffic? What aspects need attention.

　　1. Find products in the same category as the Taobao search traffic data we have determined in the market conditions. View the 7-day data and copy 10-20 key words and traffic data of the main drainage to the table. Find the same keywords in the main drainage keywords and the main transaction keywords;

　　2. According to a keyword, calculate the conversion rate, output value, and UV value of competitors according to the formula;

　　Conditions for choosing words through the express train:

　　①First use the click rate on the computer, and then choose widely on the mobile side.

　　② The mobile score of the word is greater than 6 points, and the computer score is greater than 8 points. Expand the keywords you need based on your core words. There can be multiple core words to expand separately. Generally, you can choose less than 5 early promotional words. First add the long-tail keyword for mobile phones to increase the weight. The word must be an extension of the main referral.

　　③The daily clicks on the mobile phone are greater than 100!

　　For example, if "bag, cowhide, female bag" is exactly in line with your baby, then you can just do this third-level word in the early stage.

　　But if it is an old store, then sellers should have a good understanding of the peak period of their store industry, so that they can place them according to the actual situation.

　　If the data growth of the express train can be maintained at the beginning of the day and the data growth of the day during this period, then you can add the investment in the key investment period the next day, so that the data will be better day by day. If you keep it for a long time, it is easy to get high-quality scores in the express train.

　　The input-output ratio is the ratio of the total sales amount and expenses of the express train. The total amount is equal to the product of the three data of conversion rate, click-through rate and customer unit price. The total spend is equal to the product of clicks and the average click spend. Therefore, according to the formula, we can see that the factors that affect the input-output ratio are related to click-through rate, conversion rate, customer unit price, and average click-through cost.

　　The conversion rate and average customer price are relatively stable values, and the value of the baby cannot change every day after it is put on the shelves. If you don’t modify the details page, etc., the conversion rate will not fluctuate too much. So what we need to focus on is click-through rate and average spending per click.

　　Let’s take a look at the formula again. Both the numerator and the denominator have click-through rates, so the more you spend, the greater the transaction volume you will bring.

　　In the early stage of driving, we can first find the keywords and then reduce the amount of a single click. The editor also recommends not to open too many keywords in the early stage. It is more important to pay attention to improving quality scores. Then the later data gradually came up and the delivery was increasing.

　　In addition to these, the optimization of the store itself is the focus. If the store has a basic score, it will be easier to drive the direct train at the back, because if the store is good, the weight and display volume will be higher. The baby's main picture, details page, and especially the optimization of the mobile phone are all things that merchants need to pay attention to.

　　Data is an important basis for everyone to see feedback, obtain results, adjust and optimize, and then achieve better results, because these data are the final result of everything you do. Generally, PPPC will be higher at the beginning. You must make good use of this period to improve the quality score and weight of the express train.

　　Data is an important basis for everyone to see feedback, obtain results, adjust and optimize, and then achieve better results, because these are tangible manifestations, and the PPPC will be relatively high in the early stage. We must make good use of this period to improve the quality score and weight of the express train.

　　The direct train is a helping force to promote store upgrades, but it should not be the main force in brand development. If you use it properly, you will get twice the result with half the effort; if you use it inappropriately, you will only waste your limited energy and strength. As a brand, the most important thing is to start from the needs of consumers and from their own products. Although Tmall and Taobao are highly competitive, it will not overwhelm a high-quality seller of conscience.