Optimize the promotion strategy of the express train, and quickly improve the weight of ROI

　　Direct train optimization refers to optimizing the keywords for direct train promotion, etc., to reduce the promotion cost of direct train promotion and increase the input-output ratio. The direct train optimization is a performance marketing tool tailored for Taobao sellers, pay-per-click, to achieve accurate promotion of the baby. And for all sellers, ROI plays a crucial role. ROI represents whether the driving is efficient, the operation and profit and loss status of the store, whether the promotion activities are successful, etc. ROI is an important data indicator and is also a data that all merchants care about in particular.

　　1. Commonly talk about "ROI"

　　ROI refers to the return on investment, also known as the input-output ratio, which is the ratio of returns and input costs.

　　The calculation formula of ROI is: Input-output ratio (ROI) = Total transaction amount/expense

　　Generally speaking, there are two types: sales-based ROI and profit-based ROI. Generally speaking, we often use indirect ROI as an indicator, because indirect ROI indicators not only generate sales from the treasure itself, but also related to sales from the sales and the sales from the search weight generated by the continuous growth of sales.

　　2. The significance of click-through rate of the express train

　　Simply put, click-through rate can reflect the popularity of consumers for this product. Generally speaking, the more click-through rates, the more popular this product is. It can be said that no matter which store owner wants to have more products like this, it also reflects the importance of increasing the click rate of the express train.

　　(1) There are prerequisites for store conversion: by showing your products more and more people to see your baby, your click-through rate will naturally increase. This is a proportional mathematical formula. The click-through rate is the natural quantity, and the display product is the dependent variable.

　　(2) Selection of styles: Create a popular single product or choose a store’s recent treasure. You can use the direct train to try to promote the picture of the baby to increase the click rate. However, a higher click rate means that the customer has a high acceptance.

　　(3) Score to improve quality: Quality score is the key core of direct quality. The higher your quality score, the greater your promotion cost can greatly reduce the promotion cost and increase the promotion ranking of direct traffic. Click rate naturally becomes an important factor in quality score.

　　(4) Optimize product information: When promoting the direct train, the click rates of keywords are different. It can be seen that each consumer's keywords are different. Then keywords with more click rates are suitable for using information about the optimized product to achieve optimized product conversion rate.

　　3. Keywords for wireless terminal

　　In view of the characteristics of the wireless crowd, wireless users are more eager to find their own purpose products in fragmented time. We learned that the precise long-tail words searched by wireless users are the main transaction words, and the display and click-through rate are very high. Mobile phone search drop-down boxes, hot spots, and related attribute words have become high-quality wireless keywords. We can choose words from these channels more, and wireless word selection skills:

　　1. Avoid hot words with high competition in the early stage of word cultivation, and choose long-tail words with medium search index, second-level and third-level keywords.

　　2. Wireless bids rise or advance wireless delivery discounts

　　3. Don’t have too many keywords. Just control them within ten first. First cultivate a small number of keywords that are suitable for the current ones. The quality score will be improved in the later stage and then appropriately added.

　　4. The selected keywords must be highly relevant and logical. It is best to participate in the promotion of titles or baby titles.

　　5. The click rate of keywords is best optimized to be higher than the industry average.

　　6. Pay attention to conversion data in the middle and late stages. If the conversion is not high, you should optimize the baby to improve it. If useless keywords and products do not match them, you should not use them.

　　After selecting keywords, it is best to go to traffic analysis to view industry data, analyze the proportion of wireless traffic, as well as the click, conversion data and competition of keywords, and then select the word to be put into the car and optimize it in a targeted manner after delivery. Understand the adjustment of keywords based on their own situation and be appropriate to adjust them according to their own actual situation.

　　Then there is bidding, which is different from the store and product. This is a good suggestion after you can see the data.

　　4. Quality score

　　1. Creative quality: When promoting titles and creative pictures wirelessly, we should pay attention to the profit points, selling points, cancellation points, product features, etc. The main influence is pictures. If the recent dynamic data of promoting creativity is good, the creative quality score will be high.

　　2. Relevance: The correlation between keywords and baby categories, attributes, and text information, and the correlation between the product itself. These should be paid attention to, which is conducive to systematic capture

　　3. Buyer experience: A series of data reactions of consumers during reading and shopping your product, including clicks, conversions, consultations, evaluations, etc., are several key points that affect the weight of quality. Taobao pays more and more attention to users' shopping experience, so don't miss this aspect

　　In addition to the above, there are some things to pay attention to.

　　1. The main picture of the baby

　　The main picture of the baby is the soul of making a good product. Only when a click is triggered can you have a chance to complete a transaction. Therefore, the main picture is differentiated, personalized, the core selling points of the product characteristics, etc. Of course, it must also be in line with the actual product itself. Don't go off the beat for the click. The fifth main picture is made of white background.

　　2. Store design

　　The homepage has limited space, so the design must reflect the style and characteristics relatively, simple but not simple, clear and clear, highlight the selling points, and enlarge the main products and show them in advance.

　　I have talked about a lot of optimization techniques. Let’s share how to increase the weight of our express train and improve the ROI.

　　First of all, we have to let everyone understand that the express train is a tool we use to promote. Increase the weight of products and stores and drive the store’s natural traffic. The direct train is not used to make money. Don't understand it wrongly,

　　I mentioned a lot of points about optimizing the express train, of course these are based on promoting the baby. While optimizing the express train, store operations must also keep up with the pace. Product selling point analysis, store activities, product association, customer experience, old customer maintenance and other methods all play a great role in improving conversion rates.

　　I can't guarantee that ROI will improve 100%, but good keywords will definitely have great results after the traffic is increased. It is always right to try more. The principle is so simple, but we need to adapt to complex changes and learn to learn from one example and learn to learn from one example. The most basic thing is actually the most core.

　　Of course, for specific analysis of specific stores, there are different needs for direct trains at different stages, and we must also optimize them according to the specific situation of the store. Each shopkeeper also has different needs, and some of them are indeed very contradictory and cannot be achieved at the same time, and can only be completed step by step. Don't imagine that the direct train will have immediate results.