90% of Taobao sellers have made these misunderstandings

Misconception 1: The more words added to the express train, the better

Misunderstanding: If you put a lot of keywords in at the beginning, it will not only be troublesome to add words, but also the focus will not be found in the later optimization. You can't eat it in one go and become a fat man. The keywords for direct promotion are the same. You can't fill the words all at once.

Recommended method: The method of keyword recommendation is to add a small number of words first, and then slowly add keywords when the keyword traffic is relatively stable. When there are many keywords in the later stage, you need to gradually delete the words. When deleting words, you should mainly consider conversion. For words with good traffic but no conversion, you should also decisively delete them.

Misconception 2: The bidding for the express train should be from low to high

Misunderstanding: This kind of multi-word low-price tactic, which adds a lot of words, first offers a low price and then gradually increases, leads to inaccurate traffic, poor keyword ranking, and cannot increase the click-through rate, so the quality score cannot increase, which makes it increasingly difficult to optimize later. And for babies who want to make hot products, they cannot consider the investment in the early stage. Choosing the product is the most important thing. If you choose the product, change it immediately. If you choose the product correctly, make the ranking well.

Recommended method: A better way to promote early is to add a small number of keywords first, increase bids appropriately, and obtain traffic and get rankings, so that the quality score will increase. In the later stage, the keywords will be added gradually, and the word quality scores added at this time will be better.

Misconception 3: The more traffic flow of the direct train, the better

Misconception analysis: When we talk about traffic, the useful traffic is precise traffic. For example, if you invest in the "2015 new model", the traffic will definitely be large, but can it bring conversion? Also, if 10 babies have 2,000 clicks a day and 1,000 clicks a baby, the effect is completely different. If you concentrate on making several main recommendations, the effect will be obvious in half a month.

Recommended method: Promotion of direct trains, the traffic of the entire store is meaningless. We need to choose several main recommended babies. Paying attention to the traffic of these babies every day is the most important thing. For babies who are focused on, invest more funds, make traffic, and increase conversions. Other babies can choose to attract traffic.

Misconception 4: The lower the unit price of the direct train, the better

Misunderstanding: This principle is actually very simple. A word that offers a few cents, introduced 1,000 traffic, but no transaction was made. Is it better not to promote this word? On the contrary, increase the bid a little, traffic will increase accordingly, and it can also lead to transactions, and there will be net profits. So will the word promotion be effective? Therefore, driving a direct train is not as good as the data. No matter how good the data is, there is no transaction. The traffic is very large, but it is all caused by the invalid traffic caused by low prices, which is thankless.

Recommendation method: Everyone’s promotion costs are limited and there is no room for squandering. As the saying goes, good steel is used on the blade. We need to promote several treasures, choose better keywords, raise bids, and strive for a good ranking. This way, the promotion money is spent and sales are also brought.

The most important thing is to understand the above points and combine them with your actual situation to avoid misunderstandings and choose the driving method that suits you. Some people may like to manually set and adjust the settings and adjustments when driving, and more people choose to use fully automatic software like Fujibao. But the problem is here. No matter which method is suitable for you, how can you solve the promotion problems encountered in practice?

Three steps to solve the problem of direct train promotion

For no traffic, no clicks, and no conversions, we recommend a three-step method, which is to find problems, analyze problems, and solve problems.

Step 1: Find the problem

To find problems, you can directly use the direct bus report to see changes in data such as clicks, spending, conversions, etc.

Step 2: Analyze the problem

When analyzing a problem, you need to understand why the click is low, whether the CPC is high, and why the ROI is low. At this time, don’t fall into the misunderstanding of promotion, otherwise the analysis results will make mistakes.

The click-through rate can be analyzed from the region and the delivery platform; and the word itself, different keywords will have different click-through rates; finally, it is creativity, and the quality of creativity will have a great impact on the click-through rate.

CPC cannot just look at whether it is too high. It is also said in the misunderstanding. Words with high CPC but high conversion are also valuable. Therefore, looking at the CPC level depends not only on the average CPC of the baby and the average CPC of the plan, but also on the CPC of the word, whether it is a few words that pull the overall CPC up.

The ROI involves a question of the average customer price and conversion rate of the baby, and it is also the principle of "the more words, the better" mentioned in the misunderstanding. If you promote it according to this principle, the ROI will inevitably be low.

Step 3: Solve the problem

After analyzing the problem thoroughly, you can start to solve the problem.

The first thing is to adjust the matching method of keywords. Generally, the matching method is adjusted based on the click-through rate and conversion rate data. Of course, it can also be adjusted according to the individual and appropriate adjustments can be made.

Secondly, choose a few words with high traffic and place them according to the found reference ranking.

Then, some words with low scores and no expressions were deleted. In this way, the keywords are good in traffic and ranking, and the conversion is also good.

Finally, it’s about creativity. You can do more tests and finally choose a picture with better promotion results. In this way, click-through rate is achieved, traffic is increased, CPC is gradually reduced, and conversions are also improved.

Of course, no matter whether you use software or what method, there are some misunderstandings that the shopkeepers need to pay attention to at all times. I said so much here that I want the shopkeepers to step on fewer pitfalls, and do better in promotion, and get more benefits.