Many friends have encountered this situation, that is, when ordering orders are replenished, the traffic increases, and then the more you refresh, the less traffic, and then there is no traffic in all keywords. Why is this? ? That's because when we were filling in the order, the basic tags of the small trumpet we found did not match our baby tags. So, what are the basic labels of small trumpets? The basic tags of the buyer's account mainly include: age, gender, region, etc.
For example, if the product you sell is [electric drill or wrench], the target customer base is: men aged 35-45. However, the small numbers you find to make up for orders are all girls in their 18 or 20 years old. Taobao will think that the buyers of 18 or 20 years old like your baby, and thus show them your electric drill or wrench. However, among real buyers, 18 or 20 years old are generally not very interested in electric drill, wrench and other tools, which leads to a very low click-through rate and transaction rate of your baby. Over time, Taobao will think that your baby is not competitive, thereby reducing the display of your baby.
For example, during the Mid-Autumn Festival, the average temperature in Northeast China is below 10, while the average temperature in Guangdong, Guangxi, Fujian, Hainan and other provinces are 25-33. For example, the product you sell is [fleece sweatshirt]. It is more suitable to sell fleece clothes to customers in the north at this time. However, if you find a small trumpet to make up for orders in Guangdong, Guangxi, Fujian and Hainan provinces, the effect will probably not be very good, because they still feel hot when wearing short-sleeved shirts, and it is indeed a bit difficult for people to buy fleece clothes when wearing short-sleeved shirts.
This is why the traffic is less, because the small number of people using the tags to supplement orders is possible to introduce traffic from which group of people. When your product is presented to real buyers who have no demand for your product, the click-through rate and conversion rate will inevitably be low, and the baby ranking will also decrease. At this time, Taobao will think that your baby keywords are people who do not meet this type of label, thereby reducing the display of your baby keywords in this type of population, resulting in the less traffic the more you order.
Some time ago, a large number of buyer accounts were deleted for review. A host of a certain platform asked Taobao waiter why she deleted her review.
The waiter's answer is summarized in one sentence: the buyer's account has abnormal [behavior tag]. So, what is [behavior tag]? The [behavioral tags] of the buyer's account include: search, browsing, collection, purchase, transaction, receipt, evaluation, etc. If the behavioral habits of brushing order numbers are very different from the real buyer's account, then these order numbers are buyer's accounts with abnormal [behavior tags].
For example, if a real buyer, Ms. Liu, usually wants to buy a skirt, her normal behavior is to search today and look at multiple stores. She will collect or purchase what she likes. She may continue to browse one or two times tomorrow or the day after tomorrow, or buy again in a few days. Let me add a sentence here. You can also follow my official account, Lao Xia of e-commerce, share e-commerce knowledge every day. Now you can pay attention to adding a private account to send horse racing mechanism and purchase resources.
As for the order-brushing entries, today I search for this skirt, then compare and browse and place an order. The order-brushing entries never repeatedly browse the same treasure and then place an order. If the small account that is brushing orders is operated in this way every time it is completed, it will be very different from the behavior of the real buyer. If such small accounts accumulate in your baby transaction record, it will trigger Taobao's inspection system, causing keyword search blocking or baby's downgrade.
2. What is the ultimate purpose of order replenishment?
Have you ever thought about what the purpose of ordering is? Is it just to increase sales, reviews, and DSR scores?
It is definitely not only that, the ultimate goal of order replenishment is to introduce precise visitors to our store and drive real orders.
For example, our product is baby diapers, which are mainly sold to mothers aged 26-30, and the region is Guangdong Province. Then we need to find such a Wangwang account to make up the order, with the purpose of introducing the real traffic of this type of mother account and thus bringing real transactions. Let me add a sentence here. You can also follow my official account, Lao Xia of e-commerce, share e-commerce knowledge every day, and now pay attention to the tips for replenishing orders for new products with weekly traffic of tens of thousands. In addition, when we make up the order and find a small account, it is best to check the browsing history, transaction records, transaction prices, etc. of this Wangwang account to determine whether the browsing, purchasing habits and consumption levels of this account are appropriate.
For example: Through the records of Wangwang Small, we see that she has recently browsed or purchased three-stage children's milk powder (1-3 years old), and then we can judge that she may need a children's car or a children's dining table.
When filling orders, select the Wangwang number that meets our baby's label to make the order, so that the system can determine that visitors with this type of label are visitors who like our products, and then the system will push our baby a wave to customers with this type of label. If the baby's click-through rate, collection, purchase addition and conversion rate meet the standards, then Taobao will push the second and third waves of traffic in the next step... until the system believes that your store's ability to take over cannot digest more visitors.
So how should we make up for the order? Next, let’s talk about the practical part.
3. Accurate label order supplement--actual
(1) Select the correct keywords for supplemental order
No matter which method or tool you use, the following conditions are followed.
First: Priority is given to words with transactions and words with high conversion rates, followed by words with large shopping carts, and words with high collection rates and high click-through rates.
Second: Choose the word "from long to short". You can first select "super long-tail word", then long-tail word, second-level word, and big word. First choose the words you can get (that is, the ones with higher rankings). Once you have a greater display of words, you can gradually choose larger words.
Third: The word you choose must have a certain amount of display, and you can verify it in the [Tool] - [Train Analysis] of the direct train.
(2) Determine the baby tag - the age, gender, region of the target customer group
Method: Business Consultant - [Traffic Board] to the end - [Convert the crowd]
If there is no data in real time, choose the last 30 days. It is best to organize the data of the converted population in the past six months by yourself in a table. You can combine the [Visitor Analysis] in the Business Advisor to see the TOP5 single product regions and the conversion rate of orders for men and women. The data is only retained for every day of the last 30 days, and the average for the last 7 days.
(3) After confirming the baby label, you can officially operate the order.
① First select the appropriate trumpet according to age, gender, region and other conditions
② Filter the people who will meet our babies as much as possible
③ Occasionally, you can find small accounts that have been sold as repeat customers and products with relatively high repurchase rates, such as snacks, daily necessities, women's clothing, etc., and you can also make them.
(4) After selecting a small trumpet, we must also control the behavior of each small trumpet to reduce the risk of baby's downgrading.
When replenishing orders, you should control the behavior of the small account so that it is consistent with the operating habits and behavior of the real buyer, so that the Taobao system can think that its behavior is the real purchasing behavior, thereby reducing the risk of downgrading. Let’s talk about how to control it specifically.
① It is best to make a browsing order for every small account. If conditions permit, you can do a few more browsing times. If conditions do not permit, try to let the brusher place an order after a while, and as few as possible, as possible as possible as possible to place an order as soon as you browse.
② You do not need to collect, follow, or purchase additionally every browsing order. Just like real buyers, some of them are collected and some are not collected.
③ The transaction paths are diverse. You can search and enter the store, you can enter the store from [Favorites], [Follow the Store], and [Shopping Cart], or you can enter the store from [Footprints].
④ It is not necessary for each order to confirm receipt and evaluation. It is allowed to automatically confirm receipt and evaluation of individual orders when they arrive. The system defaults to good reviews.
Summary: The behavior of each small account that makes up orders should not be exactly the same. Maximizing the real shopping process is the safest, and weight improvement is also the fastest.
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