The thinking and technology improvement of the express train, and the summary of practical operation and practical information!

　　For Taobao sellers, direct train promotion is not unfamiliar. A powerful tool for small and medium-sized sellers, the best ladder direct train for incubation of popular products; I believe many sellers are not unfamiliar with the word "direct train". One of the three major paid diverter tools in the Taobao field, can you make it your money printing machine?

　　Since he started working in e-commerce, he has successively traded in categories such as men's, women's clothing, car products, home textiles, 3C, food, electrical appliances, etc., with more than hundreds of stores of all sizes and large and small. The annual direct train costs more than 10 million yuan. He has unique insights and ideas on the direct train gameplay and skills. He is good at low-price traffic diversion and extreme output gameplay. He is willing to share his experience with you and grow together!

　　This article is not nonsense, but goes directly to the topic. It is recommended that novices and friends who are not good at direct traffic gameplay directly collect it and then slowly digest it!

　　one. First, let’s learn about the common promotion methods of express trains:

　　1. Keyword promotion (single product promotion, store promotion)

　　2. Targeted promotion

　　3. Event promotion

　　two. Direct train promotion plan

　　The promotion plans commonly used by express trains include standard promotion and batch promotion.

　　It is common for people to promote the direct train standard. At the end of 2017, batch promotion is added. The batch promotion is an intelligent promotion function provided by the direct train for sellers. Sellers only need simple settings to get high-quality traffic matching the system. The batch promotion can better support the intelligent delivery of babies and the quick promotion of multiple babies. It meets the different needs triggered by daily sales, new product testing and activities! I personally believe that standard promotion has more room for operational optimization, depending on whether you are limited to traffic diversion or better improving the hot product space by optimizing the express train!

　　3. Next, let’s learn about the core components of the express train promotion plan:

　　1. Daily limit

　　2. Delivery time

　　3. Delivery platform

　　4. Place of delivery

　　5. Keywords

　　6. Crowd

　　7. Creative car picture

　　4. Why do small and medium-sized sellers drive direct trains? First of all, each of us should clarify the role of the express train. My personal summary is as follows:

　　1. Quickly test models, select our high-quality models to promote through direct optimization data feedback, and accelerate the formation of popular models!

　　2. Accurate traffic, increase the exposure rate of your baby, and make money with high profit conversion products directly through the direct train.

　　3. Drive natural search traffic. With the continuous increase in click-through rate and conversion rate of the express train, the product feedback data is OK. The express train can drive natural traffic to achieve store profitability!

　　For many small and medium-sized sellers, resources are limited, and they don’t know how to drive the express train. The express train is not good, the express train cannot quickly increase the points and attract traffic at low prices, and the express train cannot drive natural search traffic!

　　First, let’s share with you the attention of the four rates during the test of the express train:

　　1. Click rate

　　2. Collection rate

　　3. Purchase rate

　　4. Conversion rate

　　The test plan is as shown in the figure operation case:

　　These are four data we need to pay attention to during the test of the express train, and are also the core points we need to pay attention to when improving the product during the optimization of the express train:

　　Click rate is the first threshold for traffic. The collection and purchase rate determines the popularity of the product, and the conversion rate directly affects the rapid formation of hot products and the necessity of driving a direct train!

　　The core of the express train is the click rate. The better the click rate, the higher the weight. Taobao will give you more natural traffic support, increase the exposure of the product in the later stage, and convert the product, the natural traffic will be indirectly driven!

　　So how can we improve the planned click rate of the express train, understand the correlation effect of factors on the overall, control the dependent variables, and improve the overall click rate of the plan!

　　That is, the overall click-through rate of a plan consists of the following parts:

　　1. Image click-through rate (The necessity of the image measurement in the early stage. During the test, we should test the creative car picture well. If the image click-through rate is too low, we need to test it multiple times. Choose creative car picture with high click-through rate, which is generally higher than the industry's excellent performance, and will be quickly increased in the later stage.)

　　2. Regional click-through rate (Method 1: Pivot selection through traffic analysis; Method 2: Selection through direct traffic report regional list; Method 3: Explore transaction areas through the business consultant market buyers to publish)

　　3. Traffic peak period delivery time (select any traffic peak period delivery time period during the previous minute period, such as 8:00-10:00 in the morning and 20:00-22:30 in the evening!)

　　4. Keyword selection (select the product core words and second- and third-level long-tail words based on the product attributes and relevance. Just 10 keywords in standard categories, and 20-30 accurate long-tail words in non-standard categories)

　　5. Crowd rate of people (open all tests in the early stage, with a premium of 30. Appropriately increase the premium based on clicks and clicks, optimize the filtering of high click-through rate groups for delivery for 2-3 days.

　　6. Creative click-through rate (creative should include product attribute words and product core words, selectively open a creative or multiple creative improvement plans to improve the overall click-through rate)

　　When we clarify the six dimensions that affect the click rate of the express train, grasp the update time nodes of the express train, control each dimension, and during the score increase, make continuous increase in click rate and accumulation of clicks, and pay attention to the keyword collection and purchase data, bid ranking, and adjust and optimize the score quickly! (For example, there are few keywords in the standard category, and the traffic is relatively concentrated, and the keywords need to be stuck, the top three or 4-6 items, the stable click rate, and the higher the conversion is in the top ranking.)

　　Remember the 8-character Heart Sutra in the upper part: the accumulation of quantity and the increase of rate.

　　5. Directions for optimizing direct trains

　　When driving the express train, we must clarify the optimization direction of each stage, such as what should be done in each stage in the front, middle and late stages? In addition, the optimization of the express train requires real-time follow-up data and adjustments based on the traffic situation; especially after the express train is revised, it is necessary to reduce fluctuations in keyword ranking bidding, continuously optimize data, and improve conversion, otherwise the traffic will decline!

　　1. Early stage of the express train: Optimize click-through rate and increase weight

　　In the early stage, we created a new plan. If the overall quality score of a plan is too low, the word added is generally 6-7 points. Either the account weight is too low, or the baby's basic weight is too low.

　　Let’s first understand the three elements that affect quality scores:

　　A. Creative quality: Generally, a direct train plans to promote the click feedback data within 3-5 days or a week, that is, the best value of the data accumulated by the display volume, click volume, and click rate determines the quality of the creativity. Then when we write creative titles, we must pay attention to covering product attributes, related to categories, and improve the overall creative click-through rate.

　　B. Relevance: The keywords should be related to baby categories, attributes, texts and other information. If the degree of consistency is higher, the higher your relevance will be.

　　C. Buyer experience: If you collect and purchase conversion data, the store’s recent keyword promotion results give a high dynamic score, and your buyer experience will be high.

If the words added to our new promotion plan are 6-7 points, as shown in the figure:

　　Then it depends on whether the product foundation of this baby is perfect (such as: sales, evaluation, buyer show, and whether the layout is in place; a baby with low sales and few evaluations is very low basic weight, the early keyword deduction will be very high, and the efficiency of improvement will be slow) that is, the keyword deduction formula = next bid X Next quality score / your quality score + 0.01 yuan, the lower the quality score, the higher the deduction. Therefore, it is important to make a good product foundation in the early stage! Optimize the click rate in the express train in the early stage, increase the weight and increase points, and remember the 6 dimensions I just mentioned!

　　2. Medium-term direct train: towing price reduces PPC and increase input-output ratio

　　After the click-through rate weight stabilizes after the direct train is put on, we must consider the reduction of PPC. For small sellers, their economic affordability is limited. Low-price drainage can not only save them costs, but also obtain the improvement of conversion under the dual effects of precise keywords and precise groups, and directly increase production.

　　Under what circumstances can we drag the price:

　　In the first case, the price of the first item is lower. If you have 4-6 keyword bids or the top three keyword bids, after 2-3 days of stable click-through rate optimization, the ranking bids of 4-6 keywords or the top three keywords can be lowered, and the keyword bids can be reduced by 0.3-0.5 yuan.

　　The second case depends on the speed of burning money. With the same limit, if the keyword bid is not raised, the offline time will be earlier, so you can drag the price to reduce PPC.

　　The third type is to look at the real-time data. We use the real-time data of the express train to see whether the click volume in each time period is increasing. If it grows, it means that the weight is increasing. At this time, you can drag the price, and then optimize the region, keywords, and population again to increase the input-output ratio.

　　As shown in the figure: Actual case of towing price 1: PPC has been reduced from 3.28 yuan to 1.69 yuan.

　　Case 2 of the Entrust Price Law: PPC has been reduced from 1.33 yuan to 0.73 yuan.

3. Later stage of the express train: amplify the flow and increase the natural flow

　　If we want the direct train to achieve better conversion and increase the natural traffic after reducing PPC, we need to add the transaction words and transaction words in the business consultant, and selectively filter them into the direct train to improve the conversion. At the same time, we pay attention to the collection and purchase data, and pay attention to the long-lasting and stable click-through rate and conversion rate, so as to increase the exposure of additional natural traffic.

　　At the same time, when the click rate is stable and the product conversion rate is good, we consider whether to open a direct train to increase the homepage. After all, this part of the traffic cost is small, which is very helpful for small sellers to attract traffic. However, keyword weights need to be done in the early stage. First, the natural keyword conversion should be maintained, and second, the pit production should be improved through the direct train keywords, search, and guess you like to make up for orders, so that the homepage traffic will be more lasting and stable.

　　The core of the express train is the click rate, and secondly, the weight is measured as the quality of the promotion of the express train, which is what we usually call the express train weight.

　　6. Direct train weight gameplay:

　　It can be divided into account weight, plan weight, creative weight, keyword weight, crowd weight, and baby weight (which has been improved above), and there are label weights and single product historical weights.

　　1. Account weight: The weight of the comprehensive feedback of all planned promotional babies under the account under the direct bus, that is, the keyword quality score and the actual bid deduction of keywords affect the account weight. When the quality scores of the PC and wireless sides are very high when we drive the direct bus, you add any baby in at this time, and the PPC will be very low, but we cannot play blindly, as the extremes of playing will be counterproductive!

　　2. Plan weight: The average click rate of two or more babies of the same category must be 8%-20%. The click rate of each keyword in a plan should be more than 2 times that of the industry. Multiple plans should be superimposed with cumulative weights, and you can increase the traffic at a low price in 3 days. This gameplay is the first screen gameplay of the 16-year low-price card. The gameplay is outdated, please be careful! However, after we understand the underlying logic, we can quickly increase points by effectively controlling the 6 dimensions that affect the planned click rate and get high weight.

　　As shown in the figure, the operation case: PPC is reduced to 0.25 yuan, and the input-output ratio is 9.94.

　　3. Keyword weight: The data feedback of keywords within 3-5 days or a week is optimized, including the weights obtained from comprehensive indicators such as click-through rate, collection and purchase rate, conversion rate, etc. The initial weight is mainly used to increase click-through rate, and the later stages are mainly used to optimize production and improve conversion. The precise long-tail words, third-level words, and second-level words are arranged in stages to amplify keyword traffic and improve conversion!

　　4. Crowd weight: Our main transaction age group, population occupation proportion, average monthly consumption limit, and whether the population label accurately affects the population weight. First, the click rate must be high, and second, the conversion must be good so that the population can get high weight.

　　Crowd optimization layout: Accurate crowds increase click-through rate, and transaction crowds increase ROI.

　　A. Early test: All the people are opened, with a premium of 100%, and match the people related to their own category.

　　B. Crowd screening: Refer to the portrait of the business consultant population, analyze it based on age, gender, occupational proportion and consumption level to find the product group that suits you want to promote. When the crowd characteristics are obvious, there will be low bid and high premium. When the crowd characteristics are not obvious, there will be high bid and low premium. Our premium range is considered based on the characteristics of the population and the initial deduction of keywords, and it can be within the range of tolerance!

　　C. Post-production: Close people with low click-through rate, no conversion, and low production. The more accurate the crowd label, the higher the conversion, and the higher the weight can be obtained.

　　5. Creative weight: The creative weight of the comprehensive delivery data of a single promotional idea within a week is mainly based on click-through rate. Creativity is the most important factor affecting quality score for a single channel, and one idea and multiple ideas have different impacts on the click-through rate of the plan; key latitude indicators: display volume, click-through rate, collection, purchase, conversion rate. Generally, optimize creativity to get a high click-through rate, which has a great auxiliary effect on the score!

　　From the bottom logic of the express train to the planned click-through rate factor, the weight is deeply analyzed, and the details will not be explained one by one; the method is the direction, a thousand miles of travel begins with a single step, hard work is the peak season, and if you don’t work hard, the off-season, the next peak season is whether it is the rapid testing of the express train, precise marketing, or low-price traffic, I hope this article can really help you.