The effect of the express train is getting worse and worse. How to effectively remedy it?

　　In the Taobao circle, many shopkeepers are not very good at driving direct trains. Some shopkeepers' operating ideas are: put the product they want to promote, add the words, open a high price to get the position, and then start to make a move. If you are lucky, you will encounter good products and survive and make money; if you are lucky, you will encounter bad products and the data will not be good, so you will be in a mess. So how do we need to remedy next?

　　Today I will define what situations the data of the express train is getting worse and worse, and can be adjusted and repaired instead of blindly continuing to invest money:

　　1. The quality division becomes lower and lower

　　2. The click rate suddenly drops

　　3. Sudden decline in production

　　Why does this happen? To figure out this, we must first figure out why this happens. The following will explain the quality score and click-through rate ROI separately.

　　1. Why are the quality divisions getting lower and lower

　　First of all, we need to understand the composition of quality scores: creative quality, relevance, and buyer experience.

　　Creative quality : Influencing factors include the click rate of creativity, click feedback is click conversion rate

　　Relevance : Category Relevance, Attribute Relevance, Text Relevance

　　Buyer experience : The experience after the user enters the details page, including collection, purchase addition, evaluation, average residence time, bounce rate, DSR delivery speed, Wangwang response speed, etc.

　　Why is the quality score getting lower and lower? The criteria for Taobao’s judgment is: if your click-through rate and conversion rate are lower than the industry standard, it will reduce your quality score.

　　Searching products through keywords, the unattractive image, no advantage in price, and too little sales will affect buyers' clicks; if the category is not placed correctly and the incoming crowd will not be accurate, it will not generate clicks, resulting in the click rate below the industry standard.

　　After the buyer enters the details by clicking, the selling points of the product details are not prominent, the activities and prices are not advantageous, the product quality and service are not good, etc. will lead to a decline in the buyer's experience, resulting in a lower product conversion rate than the industry.

　　2. Regarding why the click-through rate is getting lower and lower?

　　Nowadays, people are increasingly dependent on mobile phones, and the proportion of orders placed on mobile phones is also the main one. The click-through rate is mainly explained for mobile direct trains.

　　The click rate on the mobile terminal is mainly related to the location and car chart.

　　Location: First open the direct train backend. There is an "average display ranking" in keyword promotion. Take a look at the rankings of the previous few days and today.

　　If you ranked 2nd and 3rd in the previous two days, and 7th and 8th in today, this means that your click-through rate has dropped because: your peers have increased their markups and grabbed your previous position. In this case, there is no other way, you can only increase your marks and grab your ranking!

　　Car picture: Check whether the click rate of creative pictures has dropped. If it drops, you can count the top ten sales or top ten parking space cards. Summary and refine your own selling points and retest the pictures with better click rate to improve the click rate of the picture.

　　Remember to check whether there are products that have the same pictures as you but have an advantage over you in terms of price and sales.

　　3. Why is the production suddenly reduced?

　　Why is the production ratio suddenly lowered? We must determine what causes it:

　　First, analyze whether there are major promotions in the near future (such as 618, Double 11, Double 12, etc.)

　　Before large-scale events or major promotions, the production ratio of the market will be affected.

　　All activities will affect the balance sale. But in this case you cannot change the price. Because once you change it, it will affect your original bid, and it will lose control later.

　　Secondly, look at the collection and purchase volume.

　　Check whether the collection and purchase volume of the express train has suddenly increased

　　For example: In the past, the production ratio was 3, and the collection and purchase were 20 purchases per day; now the production ratio has become 1, but the collection and purchases per day 100 purchases or even 150 purchases per day. It means that there are a large number of potential customers who have not paid. In this case, the transaction can be guided by sending them large coupons or doing promotions.

　　Then see if there are negative reviews. The sudden appearance of negative reviews will also lead to a sudden drop in production.

　　The direct train is now increasingly focused on methods. You cannot drive blindly. You need to analyze the reasons and make targeted adjustments.

　　Summarize:

　　The operation of the direct train is increasingly relying on skills and methods. When your account becomes worse and worse, you cannot rely on gambling luck, nor can you blindly invest money to promote it. You must analyze the account, start from the aspects of quality, click-through rate ROI, etc., find out the reasons, and solve them one by one.