How did the popular e-commerce classroom make

Regarding the express train, it is very familiar to most sellers. Some people love her, and some people hate her. I love her because she can make your traffic soar, it is a powerful tool for creating hot products, and it can make you make a fortune; I hate her because she can also make the MONEY in your account like the rolling water of the Yangtze River, flowing eastward, and the waves are washed away, but there is no trace of beautiful shadow left. The so-called idea determines the way out, and the head determines the pocket. As small and medium-sized sellers, how can we make good use of this express train promotion tool? For 　　direct train testing , you can use direct train testing. For any Taobao seller, choosing one or several main promotional models and testing which ones can be used as the main focus is a very brain-intensive task and the most expensive thing. The shopping mall is like a battlefield, determining the main attacking party is the key to the entire store operation strategy. Using a direct train to test the model is a relatively simple and effective way. Use the direct train to test whether a model is a potential hit. First, we need to make two creative direct train pictures. The reason we need to make two is to compare the click rates of the two images. We can filter out the two images we think are the best, and fully explore the unique selling points of the baby, and then reflect the selling points on the direct train picture. After putting the baby on the express train, the traffic base is above 200uv, and the click rate of the two express trains is 3-5 days in a row, and compared the click rate of the two express trains. According to personal experience and data statistics, if the average click rate of the two express trains can reach more than 0.3%, it means that this treasure is a good potential model. If the average click rate can reach more than 0.5%-1%, it means that this model is a potential hit; on the contrary, if the click rate has been hovering around 0.1%-0.2%, it can basically indicate that the baby does not have the potential to promote it. In addition, even if the measured model is not a potential model, we can horizontally compare the click rate of the two direct train images and further optimize the direct train image with a higher click rate to optimize the main image of the baby, which can also increase the traffic of the baby. To make Taobao 　　perfect , everything is done is details. It is not an exaggeration to use the sentence "details determine success or failure" to summarize the promotion of the express train. In addition to the production of the direct train map, adding promotion keywords is also a very important and basic task. After a series of systematic training at Shuhui Taobao Academy, under the guidance of Teacher Shuhui, I also had some of my own experience in lyrics and keyword optimization. The first step is to use the lazy method to add the keywords recommended by the system to it, then arrange the quality scores of the keywords from high to low, and delete words with quality scores below 5 points. Focus on observing and cultivating keywords with quality scores of 10, 9, 8, 7, and 7. These words are correspondingly increased bidding, and increased display and click-through rate. Personally, I suggest that the bid level should reach at least 80 points in traffic acquisition ability, and strive to rank the baby on the first 3 pages. Second, expand other keywords around high-scoring keywords. This trick is very effective in mining high-quality keywords. We can extract high-scoring keywords and then expand the words in the Taobao search drop-down box, or extract words in "Do you want to find them?", or expand words in the "Whole-network keyword query" in the data cube. In short, this is a positive cycle routine that can open up divergent thinking and will benefit everyone a lot. Third, in terms of keyword matching methods, some people like "broad matching", thinking that they can cast a net first and then focus on cultivating; some people like "central word matching", thinking that they can be at ease with each other; while I only like "precision matching" and spend money on the edge. The express train is a precise traffic diversion tool, which accurately locates customers through keyword search. What is "precision" is not only reflected in the accuracy of customer search intentions, but also in the accuracy of crowd positioning, and to achieve "unimperfect shots" as much as possible. For some basic settings, such as the delivery platform, delivery time, and delivery region, it seems simple, but it is often crucial and is easily overlooked by many people. First, the settings of the delivery platform are generally opened on Taobao and outside the site, and both the mobile and PC are activated. Second, regarding the delivery time, you can observe the peak hours of the store’s daily transactions within a week and increase the proportion of the delivery during the peak hours of the transactions. It is recommended that the basic delivery time is the same as the Wangwang online time, generally from 8:00 to 23:00. You can spend the money on the blade. For more subdivided specific time periods, the delivery ratio can also be adjusted. As for those rich and powerful people who are put on the 24/7 and pushing hard, we can only say "If you have money, you can be willful, but you can't waste it." Third, this is a very critical point regarding the setting of the placement area. Before I received the systematic training of Teacher Shuhui, I almost didn’t pay attention to the setting of the express train’s placement area, and always thought that the more areas that can be placed, the better, the wider the area. In fact, it is not the case. One day, when you see real-time visitors from the business consultant's direct train, there are visitors from Vietnam, Russia, Singapore and other foreign countries, you will be shocked and wonder what these foreigners are coming to join in the fun. After careful observation, you will know that there was a problem with the delivery area of ​​the express train. We set the area that we could not have shown as the delivery area, which resulted in a high display volume, but a very low conversion rate. Just like a salesperson selling a hair comb to a person who is handling a bald head, the probability of the transaction is conceivable. 　　Accurate delivery to improve the precise delivery of ROI in terms of regional delivery. Let us open the data analysis tool "Taobao Index" to explore the mystery. To achieve accurate delivery of a baby, first of all, you must find the main keyword of the baby. The main keyword must be a word with a relatively large search volume and representative one. For example, I want to promote a silk skirt. From the "Industry Hot Word List" in the data cube, we can find that the word "silk dress" is a very large search and the most representative word, and then we go to the Taobao index to analyze the relevant data. The first step is to search for "silk dresses" in the Taobao index to see the data from the last month (3.1-3-24): From the regional distribution of the preferences of searching for "silk dresses" in the past month, it is mainly concentrated in the three northeastern provinces, Hebei, Beijing, Tianjin, Inner Mongolia in North China, Xinjiang and Gansu in the west, Sichuan, Chongqing, Guangxi, Yunnan in the south, Guangdong and Hainan in the south, and Jiangsu, Zhejiang and Shanghai in the east. The second step is to look at the regional distribution of silk dress search preferences from a more macro perspective in the past year (2014.3.1--2015.3.24), focusing on the four months of the hot-selling seasons of silk dresses 4, 5, 6 and 7. Judging from the regional preference distribution of searches for "silk dresses" in the past year, the regional characteristics are more obvious and more concentrated, mainly distributed in Beijing, Tianjin, Hebei, Shandong, Shanxi, Inner Mongolia, Heilongjiang and Jilin in the Northeast, Chongqing in the southwest, Jiangsu, Zhejiang, Shanghai and Anhui in the east. Comparing and analyzing the data from the last month and the last year, it is not difficult to see that there are still some differences. Corresponding to the data in the past month, I personally believe that it is not ruled out that it is affected by artificial operation of basic sales data, which makes the regional distribution relatively wide. In comparison, the data in the past year are more accurate and more valuable for reference. Of course, if you want to be more accurate, you can select the overlapping parts of the distribution area in the last month and the last year (the intersection of the two). For precise regional delivery, we are based on "Taobao Big Data" and we must "consider what they like" for consumers. 　　Avoid real attacks on virtuality and attach importance to targeted promotionCompared with the promotion of hot search keywords, the "targeted promotion" of the express train is a blue ocean that is easily overlooked by everyone. Look at the rich and powerful people fighting on the homepage for hot words and big words. How can we break through as small and medium-sized sellers? I would like to share with you the data on the backend of my express train: above are the data on the directional promotion of my express train in the past 30 days. Judging from the performance of the average click spending and input-output ratio, it is no less than keyword promotion. Targeted promotion has the characteristics of large display volume, high click volume, and low average click cost, which is not available in many hot search terms. For directed promotion of direct trains, a relatively subtle issue involves the bidding of directed promotion. Since there are no "traffic acquisition capabilities" and other values ​​for price adjustment in targeted promotion, it is recommended that you float up and down based on the average market bid of the main keyword. The initial floating price adjustment is around 0.1-0.2 yuan. Within 1-2 days after the price adjustment, the display volume, click volume and average click cost of the targeted promotion. If the display volume is low, it will be increased in time; if the average click cost is high, it will be reduced in time. Note that the price adjustment should not be too large, and the fine adjustment should be the main focus. Just like traditional Chinese medicine, in the process of adjusting prices, we must gradually find the meridians and acupuncture points. The so-called "the wonderful thing about application lies in one mind." 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