Crowd tag practical article: Refine the key points of the operation of crowd tag

Taobao’s display mechanism is a personalized display, which is what we often say, a search mechanism for thousands of people. Each store and buyer has different labels. The products distributed to buyers and the seller’s traffic is also different. Under this kind of screening, if the store wants to be accurate and can increase the conversion traffic, we still have to follow Taobao rules to operate, focus on finding the tags and precise groups of people, and after complying with some of the system’s standards, the store can distribute more free traffic.

Today's sharing topic is <<Crowd Analysis, Crowd Test, Crowd Optimization>> Without further ado, let's share the content next.

The relationship between the express train and the crowd

As a paid promotion and precise traffic diversion tool, the direct train brings relatively high traffic to the store. By setting keywords and increasing bidding methods, we strictly control every traffic entering the store, and while trying to present the product to the buyer as much as possible.

Even if the traffic is inaccurate, you can immediately use the direct train to help the store adjust the label, attract the precise crowd, improve conversion, and make the product explosive. It can also do some maintenance activities for old customers to deeply strengthen the labels for buyers who have been shopping.

1. Keyword selection: Different keyword selections and different matched buyers. Each keyword has a corresponding search population. Whether the keyword is accurate is a key point in improving conversion rate.

If the keyword selection is not good and too wide, it will appear. If there is no click, the keyword is too accurate, which will lead to too little traffic. Especially after setting up the crowd, the traffic will only decrease. Therefore, the word selection is mainly based on highly correlated and optimized accurate words. When the store's competitiveness increases, you can gradually add big words and hot words in the market to further expand traffic.

2. Crowd selection: The main function of the crowd is to limit the traffic flow into the store. If the crowd is not well set, the traffic will be very small.

If you want to find the precise group, you must analyze the people. By comparing the product population, after finding the precise group, you will set a high premium for the precise group during the delivery process. During the setting process, many people will turn off the region, which will lead to too little traffic. Generally, the major categories can start from the secondary population, and the minor categories have relatively less traffic, so you can start from the primary population.

The selected population should also be adjusted at any time. The population placement settings can refer to the average level of the industry. The premium for the higher population is increased, otherwise the reduction will be achieved. To judge how to adjust the balance value, it mainly depends on the degree of conversion rate, and to make different premium ratios for different groups, so that production can be gradually increased.

Crowd settings

The delivery of the crowd determines the development direction of the store, the future traffic trend, and the accuracy of the system's traffic allocation. People often hesitate when choosing the crowd, not knowing whether to choose a cast-in-type crowd or a small and accurate crowd to do the delivery.

Through the delivery of multiple people, this operation method can obtain more display volume, but the inaccurate population will lead to more display and few clicks. After the delivery population is divided, the delivery of buyers with interest is also about the product and intentionality. Some of them can be sold immediately as long as they are exposed once. Although this method can improve conversion, the traffic will be relatively small. Therefore, different adjustments must be made to screen the population according to different periods of the store.

1. Early stage: The foundation is relatively poor, the traffic is small, and the crowd settings can be wider, and the crowd data can be accumulated to facilitate adjustments later.

2. Medium-term: A certain amount of data has been accumulated, and the existing data can be analyzed to make the limited traffic more accurate and increase the conversion rate.

3. Later stage: The late stage is also the most important period. It mainly focuses on maintaining old customers, developing new customers as the supplement, and continue to maintain crowd labels, and make adjustments to new labels. Otherwise, after the traffic bursts, there will be a continuous decline in conversions, which can basically be determined to be confusing crowd labels.

Crowd data feedback

Through the above article, we can find that the population is variable, but the data will be slightly deviated during the operation. According to the different data, we can continue to make adjustments.

1. Click rate: High click does not mean that it can be converted, and cannot bring direct transactions to the store. Continuing to place it can only waste promotion costs. When selecting a group, you cannot simply ask for the high or low click rate.

2. Conversion rate: When making any adjustments, the conversion rate is based on the premise. No matter which way it is used to attract traffic, the buyer enters the store and the conversion is successful, then this group of people is the precise group of products.

3. Roi: High production, proves that the delivery effect is good, paid promotion accounts for a small proportion, the store makes money, the higher the premium, the more traffic, but too much traffic, and not adjusting the crowd will also cause conversion problems, and the premium will decrease. Although the production will increase, the traffic system will become smaller, and these need to be controlled carefully.

Reasons affecting crowd labels

The personalized display mechanism and product push are also the best people that the system considers. Of course, this group of people may not be the precise people of the store. It may be due to some wrong operating methods, such as inconsistent store decoration style and product, changing prices, inaccurate crowds, inaccurate keywords, etc.

This leads to the fact that the real precise population has not been converted, causing the data captured by the system to be biased. When there is a problem with the population, it is mainly reflected in the poor click-through rate and the conversion rate is low. At this time, we need to check which operations affect the population.

1. Taoke: Taoke is generally a product with low customer unit price, and the traffic is also a group of people with low customer unit price, and many of them enter through connections, which has an impact on the accuracy of the crowd. Products with medium and high customer unit price are not suitable for being Taobao for a long time. When it has affected the crowd label, you can appropriately reduce commissions, reduce the transaction proportion of Taobao, or stop Taobao promotion.

2. Activity: The store sells good styles and adds related products, which effectively guide customers to purchase, such as product style, unit price, system capture labels, etc., form a fixed and precise label.

3. **: ** affects the population tag, you can stop or reduce the population. Be your own personal fish pond, which can reduce the chance of affecting the population.

4. Accurate positioning: Before we promote products, we must do a positioning of the store and product. For example, the usual purchasing habits of buyer A are exactly consistent with our positioning. After Buyer A converts, the system captures the buyer's tags and continues to push buyers with similar tags to the store, finds the buyer's population portrait, analyzes the common points between buyers and products for optimization.

Crowd premium

The crowd premium is actually based on the original price, setting a premium ratio, spending promotion costs on more accurate people, so that various data can be continuously improved.

When setting up, you should decide based on the display amount of keywords. If there are more extensive keywords, more crowd coverage will be more crowd coverage. If there are fewer accurate keywords, less crowd coverage will be smaller. At the same time, you should also pay attention to keywords. Premium and quality are separated. Both are very important. You cannot pay attention to one alone and ignore the other.

Because the most important point in being a crowd is that through keywords, we can have a certain crowd. If the bidding for keywords is set too low and the quality is too low, there will be no crowd data.

Crowd settings

Any traffic and conversion entering the store will become the entrance for the system to capture tags. The crowd is not added manually, but more of the records and integration through these entrances. These traffic and conversions entering the store will have personal browsing and purchasing habits, and these records will become the system's labels, that is, the crowd labels.

Low, medium and high products have different groups of people to which they belong. For example: the average customer price of the product is between 80-120 yuan, and some of the people entering the store have a purchase habit of 50-70 yuan. So these groups are actually not the precise group we need, and will seriously affect the conversion rate of the store.

Our population settings, including gender, age, consumption habits, are also combined with various attributes. The population tags mainly include high-quality visitors, similar store groups, weather groups, festival groups, population attribute groups, and paid advertising groups.

When the budget is sufficient, you can use big words + custom groups to place it. When the custom groups are tested in multiple combinations, you can use precise words + potential groups to place it. When the budget is very poor, you can use precise words + precise groups to place it. The premise is to analyze the crowd portraits, and the precise groups can be completely controlled, otherwise it will only have a bad effect.

When doing crowd testing, crowd coverage will usually occur. When there is coverage, some of them will definitely not be displayed. At this time, you can increase the crowd premium ratio in the crowd combination. If there are serious mistakes, you can delete them directly. There are many ways to combine the crowd through the express train. Influenced by the products and stores, the combination methods of the crowd are also different. Be careful of being arrogant and impetuosity when operating. As long as you operate step by step, the crowd can be adjusted and the store's sales will also steadily increase.

That’s all for today’s sharing. I wish everyone who reads the article will exceed their expected sales on Double Eleven.