Do you really understand the significance of click-through rate? In fact, click-through rate is two different levels for Taobao and merchants.
For Taobao: Click-through rate is the threshold data for the Taobao system to determine whether the store treasure has market, and many systems' data revolve around click-through rate, such as the quality score of the express train, keyword weight, natural search weight, Taobao homepage explosion, etc.
For buyers: Click-through rate is the prerequisite for accurate traffic, why? When a user searches for a certain keyword (sports watch), it must be those watches with sports copy or sports type that have the main image and are more clicked by users. At this time, the user is a relatively accurate user. So why the first assessment of the express train is also the click rate? It is because the crowd entering through the keyword-picture is accurate. The higher the click rate, the more accurate the crowd. Therefore, the conversion rate is easy to do. Why is the conversion rate of the shopkeeper not done well? It is because the click rate has not been solved, so how can we improve the conversion rate? (Except those who play with the God Picture to trick you into clicking)
Let me tell you how to improve the click rate of the express train (actually, very hard):
(1) Remember, you must create two links. Why do this? Because the first link (continued with the previous article) is used for the measurement of the image and the data. After measuring these things in the first link, you can start to get on the car officially.
(2) [Keywords] We need to choose the keywords well. The choice of this keyword is very explainable. The direction of the keyword must be the product attribute direction. Don’t add many keywords with low correlation in order to obtain display. The data measured in this way must be incorrect. Secondly, the direction of the keyword should be roughly the same as the direction of the car picture. What does it mean? For example, if you use the keywords for watches to use sports watches, your car picture should also highlight the feeling of sports. Otherwise, consumers will search for sports watches and see that your car picture and keywords are not matched, and they will definitely not click. Finally, the data of keywords in the industry is also very important. The display index must be at least there, and it cannot be too large, otherwise the display will not be available every day. The click-through rate should not be too bad, otherwise it would be meaningless if you add it. The conversion rate must be at least in the industry average, otherwise even if such words have traffic in, there will be no conversion and pass directly.
(3) [Car Picture] I can only say that I should not care about this car picture. Although we all know the importance of car picture, car picture is not the only one. What's more, everyone has been playing Taobao for so many years, and it is very simple to make a good car picture. Don't doubt that your car picture is not good. That is not a problem with the picture, but a problem with the following [ranking]. Through the previous article, I believe everyone has measured the pictures, and the next step is to directly use high click-through rates to do it.
(4) [Ranking] Ranking is determined by bidding * quality score, following the problem of [car map]. Even if you have a very awesome car map, because the ranking is too low, the click rate must be very poor. What does it mean to be low? In order to save costs, many shopkeepers dare not bid higher, which often leads to rank 10 or even later. Think about the top five of the express train, 1/6/11/21/31, you are behind 10, and there are so many screens. Consumers who really have the desire to buy have already decided what to buy in the top 5 screens. Even if [car map] is very average and ranks in the top three, the click-through rate will not be too bad, and the traffic is relatively strong intent to purchase. So don't save costs at this time.
(5) [Crowd] Here we will focus on the keywords - car picture - crowd is a closed loop. What does it mean? If you search for a keyword such as a sports watch, do you want to see the picture below more? Because you want to buy a sports watch, and the people behind this word are different. Those who search for sports watches and sports electronic watches are definitely not the same type of people, so our people also need to test it. The best way to test the population is to combine it in pairs and use gender as the benchmark. Why is it based on gender? Because gender is difficult to change (some people have changed their gender), age, monthly consumption amount, category and unit price may all change. After the second-level label is tested, a third-level label can be formed. Generally speaking, a 10-30% premium for secondary labels is enough.
(6) [Time Discount] When testing the payment, it is recommended to discount 100% of the time, so that the data will be relatively reference after being measured. In the previous article, the time discount must have been measured, so you can just optimize it directly.
(7) [Region] You only need to check out remote areas because the shipping costs in remote areas are expensive and there are few consumers. In the previous article, the region must have been measured, so you can directly optimize it.
Final summary:
Click-through rate is the core of all gameplay. If you can't even get click-through rate in the express train, then the car is equivalent to turning over.
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