3 steps for Double Eleven operation, quantitative direct train optimization! Lay the foundation for the Double Eleven outbreak!

　　Tmall Double Eleven is about to usher in its eleventh year this year. It can be clearly seen that the traffic trend is in an upward state, but with so much traffic, it is not so optimistic for stores with low weight. Some people will find that the traffic has dropped significantly, because the traffic is averaged by the system and distributed to stores with higher conversions. After the promotion cost increases, the conversion is still in a downward state. Next, let’s take a look at how to play the 2019 Tmall Double Eleven event?

　　How to optimize the basic store before Double Eleven

　　1. Creative plan: Creative plan is the key point to improve click-through rate. A good picture can highlight the advantages of the product, distinguish the differences between similar products, show the price range of the product, and do obvious promotion methods.

　　2. Sales: When searching for a product, you can often see the first product displayed, with sales of only a few dozen to hundreds. The next few ranking products are sold by thousands to tens of thousands. The products obviously have no competitive advantage and are hardly stuck in the first place, which can easily have bad results. Although the conversion rate has increased, it is not helpful to conversion at all. Instead, it has also compared the current categories.

　　3. Style positioning: The styles we usually recommend are divided into hot products, profit models, and traffic models. We push different products to different locations. No matter which style, if we have no competitiveness, we cannot bring sales to the store.

　　Key optimization of stores before Double Eleven

　　1. Keyword optimization: In the selection of keywords, precise words should be the main focus. Although the traffic will be relatively small, it should be more accurate. Although the exposure rate of wide words is large, the product styles are different. Using big words will make the product uncompetitive. Moreover, the competition of big words is high and the promotion costs are high, especially for non-standard products. The product has many attributes, and it is more difficult to control data.

　　The keywords should be selected with high relevance to the product and meet the buyer's search habits. There should be no too many keywords to choose from, but not too few. If there are too many, it cannot be optimized. If there are too few, it is not enough to display. Finally, filter the words that are converted to click and increase the intensity of investment in such keywords.

　　①Expression and click reference: There are few keywords displayed and no clicks. Generally, the correlation is not high, or the bid is too low and the keywords are not exposed. Such words can be deleted directly. If the keywords are displayed less, click well, you can keep them and increase the price appropriately for observation. There are more keywords to display and few clicks, consider the two factors of keywords and main image. Whether the keywords do not match the product, the main image is not attractive. Even if the position is in the front, it is not popular with buyers and needs to be adjusted.

　　②Click-rate data reference: The keyword click conversion is low, change the keyword to accurate matching, and you can give priority to display. If the keyword has clicks but no conversion, it can reduce the price reduction by a small amount. I'm doing an observation. If the keywords are clicked and converted, if they are displayed enough, they can increase the price appropriately with a small amount.

　　2. Crowd optimization: How to operate a custom group. Today I will focus on it. It is not recommended that everyone use the recommended group of people in the system. Sometimes it is very inaccurate. Even if it is the same category, the product style is different, and the consumer group is also different. Each product has a low, medium and high order. Each customer unit price has a different consumer group. When operating a store, you should use it flexibly instead of using one single one.

　　When testing the population, you can perform different matching tests on gender, age, and consumption levels. If you have certain data, you can perform adjustments and combinations. You can perform tests on those with high production and low production, tests on those with high production and high production, or check and test in pairs. Of course, the combination method is also varied.

　　You must make different adjustments according to the data situation and flexibly use operation techniques. If the crowd is too detailed, it may also lead to too little traffic, especially if there is long-term optimization and no traffic, then you can delete this part of the crowd and gradually debug it, and we will eventually find the precise crowd of the store.

　　3 steps to operate on Double Eleven

　　1. Pre-sale preheating

　　Pre-sales usually start on 11.1, and during the preheating period, it is very important, especially for the instructions of the event, which requires the details of the event to be displayed to the buyer in a simple and clear manner.

　　1. Activity advantages: During the pre-sale and preheating period, we must focus on product advantages and grasp the rhythm of the event, such as how many items are limited to sale, orders are reduced immediately, products that are booked in advance, and preferential measures such as priority delivery rights, gifts, etc. At the same time, we must also solve the buyer's concerns in advance. Buyers who are originally pursuing the event want to buy products with high quality and low price.

　　2. Product advantages: Especially when the price of the product is paid extra attention, it can eliminate concerns, promise to guarantee the price, and buy expensively and refund the difference. After this operation, the store conversion will not decline too seriously in the early stage of the event, reducing the loss of transactions. In the early stage of Double Eleven, due to the stability of the data, the system can support more free traffic on the day of the event.

　　3. Crowd Advantage: How much sales can be achieved on Double Eleven depends on whether the product is available. Accumulate collection and purchase in advance. Because the first purchase on the day of the event is the group of people who have collected and purchased before. The shopping mechanism is also based on collection and purchase, and the ranking is also determined. The stronger the purchase intention of the buyer, the more opportunities for the product to be exposed, so we must guide the buyer to purchase in time.

　　We must use the existing plan reasonably, make precise keywords, drive precise traffic, and adjust the crowd at the same time. There are many keywords for major categories, the crowd premium can be slightly lowered, and there are few keywords for minor categories, and the crowd premium can be slightly higher. Of course, specific adjustments need to be made according to the data situation, and different adjustments must be made in different periods.

　　2. Hot explosion

　　Create a tense atmosphere on the day of the event, such as setting up promotional coupons in advance, event countdown, etc., and sending holiday messages through text messages, or WeChat content marketing, and Taobao groups to make an overall push plan to remind buyers to purchase products instantly on the day of the event, but do not send them every day, because we have made complete preparations in the early stage, but there are two points that need to be paid special attention to.

　　1. Diamond Exhibition: After the product enters the pool, you can see the price of the price. Each product has three unit price low, medium and high. Buyers also have different consumption levels of low, medium and high. People with high bids can obtain high-quality traffic first, while those with low bids will get much worse.

　　If the cost is not much, don’t compete for the traffic of Diamond Exhibition on the day of the event. Although you can also do a price delay later to reduce the PPC, the bidding for Double Eleven has generally increased and there is not enough promotion budget. Don’t do this for the time being. Diamond Exhibition itself is suitable for products with high conversion rates and high repurchase rates. If the product conversion rate is good, you can still do it.

　　2. Direct train: The promotion cost on the day of the event is high. If the cost is sufficient, the delivery can be carried out throughout the day. If the promotion cost is insufficient, you can choose to be delivered separately in the early morning or during the day, and set it according to the best converted group. It not only has traffic but also controls the promotion cost.

　　You can try to select some precise keywords in the few days before Double Eleven, and try to rank the product rankings as high as possible to prepare for the exposure of the event on the day of the event. Double Eleven is Monday. Buyers have enough browsing time, placement time and region on Sunday. They should place them as appropriate according to the peak of product browsing and the cities with the highest conversion.

　　3. Residual heat harvesting

　　Although the event has officially ended, many buyers have browsed during the heat period and purchased products with a certain degree of demand. The time period is generally between the 12th and 20th, especially on the 12th, and the sales are much higher than usual.

　　1. Customers not purchased: As long as the price of Double Eleven is maintained, there will still be buyers, especially in terms of creative ideas, to continue the atmosphere of the event and highlight the text copy about Double Eleven, such as carnival, return to the factory, etc., but the time for return to the factory should not be delayed for too long to avoid affecting the tension in shopping. It is generally set to within 1-3 days.

　　2. Small competition and large demand: Moreover, the competition after the event will be much lower than the day of the event, and the competitive cost will be much less stressful. If buyers want to see the product through keywords, they need to rank the product higher. At this time, buyers who search for products have not purchased the product. When setting up the crowd, they should also collect coupons and collect those that have not purchased after purchasing. This part of the crowd will increase the premium ratio to further grasp every traffic of the big promotion.

　　Don’t be afraid of trouble when doing Taobao. Try to optimize as much as possible before Double Eleven so that you can get more category traffic. Tmall’s Double Eleven sales are getting higher every year. The 2019 Tmall Double 11 carnival event will arrive as scheduled. Sellers must seize the popularity brought by these activities.