1. The role of the direct train
1. Paid traffic (paid traffic): There are so many Taobao stores nowadays, and a large part of the traffic has been snatched away by large stores. Nowadays, small and medium-sized stores have basically less traffic. Sellers use direct trains to "advertise" and increase store traffic by clicking payment.
2. Indirect traffic (natural traffic): If the direct traffic is promoted well, if the feedback is good, sales will increase, and Taobao search ranking will be higher. In this way, the store's natural traffic will naturally increase accordingly.
3. Test model: By using the direct train to promote the baby and analyze the data of the baby's click rate, conversion rate, and ROI, we can see whether the promoted baby has the potential to become a hit product.
4. Create a hot product: You can increase the traffic of a certain baby through direct promotion, which will then cause the baby's sales to soar and turn the baby into a hot product.
2. Factors that affect the click rate of the express train
The click rate of the express train is the first criterion for measuring whether a driving is successful. There is no click rate, everything is empty talk. What are the factors that affect the click rate?
1. Style: It is best for babies who promote direct trains to have certain market potential. If the style is not good, at least the buyer's foundation will be much smaller. Whether the style is good or not is the basis for determining whether the store can make money.
2. Promotion main picture: Promoting main picture is the most important factor affecting the click-through rate of promoting babies. Many people say that selling products is like selling pictures. Promotion main picture is the first impression of buyers when they see their babies in the ocean of pictures. Whether they can stand out from many sellers depends on how the main picture is optimized. Remember that the main picture should be clear, creative, and match it with the selling points of the baby, but the content on the picture should not be messy, which tests art technology.
3. Promotion title: Buyers can understand the characteristics of store promotion treasures through promotion titles. A good title must be concise and clear and sell points. Let buyers understand the advantages of the baby at a glance. The promotion title is the most direct and eye-catching text part. It is recommended that the title structure be set to: baby name + baby selling point. What kind of title is the simplest? It is "1 baby name + 1 most advantageous selling point". Don’t write the title too wide to avoid too many invalid clicks and simply increase the cost of invalidity. The title has limited number of words, just highlight the most important selling points, and the secondary selling points can be placed in the details page.
4. Baby price: As for the promotion price, you should leave yourself a certain profit margin and don’t put the price too low. The promoted baby is not a clearance goods, and there is no need to promote the clearance goods. The price of the baby also reflects the value of the baby. The promotional price can be set with reference to the most popular price segment in the industry, which is the safest.
5. Recent transaction volume: Most buyers will have a herd mentality. Only when they have the first person to eat, the people behind will dare to eat with confidence. It is recommended that the promotional baby have a certain sales foundation, and the sales foundation can be created by themselves. Everyone should know how to do it, so I won’t say much.
6. Promotional activities: If there is a promotional activity, it must be reflected in the promotional chart. Even if it does not have it, it must be created, even if it is just free shipping, discounts, etc. Promotional activities are a powerful tool to arouse buyers' desire to buy, and this must be grasped well.
7. Baby brand: Nowadays, you must have a brand when opening a store. If the baby is a well-known brand, you must show it. To a large extent, buyers still trust well-known brand products more.
8. Keywords: Baby keyword setting is very important. This is the basis for the promotion of the express train. There is one thing that is necessary when selecting keywords, that is, "relevance". Only words with high correlation can have the opportunity to obtain high click-through rate and quality scores. I have written many articles about word selection through express trains. You can refer to it.
3. Direct train data
When driving, you must monitor and adjust it at any time. You cannot drive it in a constant state, otherwise the direct train will be disabled. What data should you pay attention to in your daily life?
1. Display volume: Observe the display volume of the express train and the promotion position of the express train. Pay attention to the display of the location of the promotion baby. If it is in a relatively useless position on a certain page, it is better to display the display of the golden position on the next page. Sometimes, you should make a choice and rather be a chicken head than a phoenix tail. The rankings of some categories change rapidly, so you need to pay attention to adjustments frequently. You can also use the ranking function of Fuzhou Bao, select the automatic mode, set the highest bid and select the desired ranking. The software will automatically optimize the bid and maintain the expected ranking.
2. Click rate: The click rate can most directly reflect the effect of the express train. By observing the click rate of the express train to promote the baby, we can judge the optimization effect of the baby title and the main picture of the treasure. The higher the click rate, the better the optimization is proved. If the click-through rate is not ideal, then you need to optimize it again.
3. Collection volume for the day: By promoting the collection volume of the baby on the day's direct train, you can see the popularity of the baby. According to the comparison of the collection volume of the merchant's treasures and the transaction volume on the day, the pricing plan of the baby is adjusted. If the baby has a large collection volume but a small transaction volume, it may be a matter of price. The price can be lowered accordingly to promote transactions.
4. Transaction conversion rate: Through the transaction conversion rate, the accuracy of the promotion of the express train and the market potential of the recommended baby style selection can be analyzed.
5. Related promotion data of celebrity stores: By observing the promotion data of large stores and celebrity stores, selectively refer to their promotion methods and learn from them.
4. Optimization of direct train
1. Baby style: Through the promotion of the direct train for a period of time, you can see whether the baby is suitable for the promotion of the direct train. If the promotion effect is not good, you can consider changing to another style to promote it. Only by choosing the baby's style well can you better promote it. There is no need to spend so much effort on babies who are not suitable for promotion.
2. Promotion main picture: During the promotion process, the promotion main picture of the baby is the face of the baby or even the store. Now is a society that "looks at faces". If you want others to like the store, first of all, "dress up" your face to attract people! How to optimize and promote the main picture? Generally, it can be divided into the following aspects:
(1) Differentiation, make the baby look unique and unique, don’t follow the crowd, just copy other people’s pictures and use them. It is not as good as the price, popularity and sales of other people's babies. What are the advantages of using other people's promotional maps? And if the price, popularity and sales of other people's babies are lower than themselves, its promotional map will be even more useless. Therefore, the main promotion picture must have its own style.
(2) Creative selling points, and use creativity to arouse buyers' desire to click.
(3) Promotional information, add the promotional information to the main promotional image, and attract buyers to click through promotional activities. You can use the creative optimization function of Fulibao to quickly and conveniently generate beautiful main pictures, while highlighting promotional information and selling points. Remember, don’t add promotional activities randomly, add them out of nothing, which will make the buyer feel cheated. Also, don’t cover up the selling points of your baby in promotional activities, and you should clearly distinguish between the main and the secondary.
3. Creative title: (1) Promotional information can be added, such as free shipping, discounts, etc.; (2) Punctuation marks can be used appropriately to emphasize, such as [Double 11 Special Sale], [Breaking the Base Price], etc.; (3) Make emotional preparations to give buyers psychological hints, make buyers feel that the baby is low in price, good in quality, or is sold out immediately after a hot sale, etc., to create a sense of urgency to achieve the purpose of promoting transactions.
4. Keyword optimization
(1) Based on click-through rate: keywords determine the click-through rate, and the click-through rate also reflects whether the keyword is suitable for your promotional treasure. For keywords with high click-through rate, the ranking should be improved accordingly according to the specific situation; keywords with low click-through rate should be deleted regularly; those keywords that fluctuate the average click-through rate in the industry should be paid attention to and pay attention to their actual ranking.
(2) According to ROI: If the ROI is within the acceptable profit range, then this keyword can be retained, and then the investment in the keyword can be considered appropriately based on the profit obtained; if the ROI is far lower than the acceptable profit range, you can choose to delete this keyword; if the ROI is only slightly lower than the acceptable profit range, you can also formulate a suitable floating space based on the situation of your acceptable profits to temporarily retain this keyword.
5. Price factor: The higher the sales volume, the higher the click rate. The price factor of the baby is also one of the important factors affecting the click rate of the express train. The price of small and medium-sized sellers to promote babies is best to be the same as the price of their peers. If it can be slightly lower, it will have a greater advantage.
5. Wireless terminal direct train
As we all know, wireless direct trains are a delicious piece of fat in paid traffic. Everyone wants to take a bite, but I believe many sellers don’t know where to start. Don’t worry, let’s talk about how to operate the wireless terminal express train.
1. Wireless terminal direct train quality score
When promoting the keywords of the express train, there are two different calculation methods: the quality score of the wireless express train and the quality score of the PC express train, and the wireless express train and the PC express train are relatively independent. However, like PC Express, there are three major factors that affect the wireless quality score:
First: Relevance, quality score and basic guarantee are relevance. Generally speaking, not only should the promotion keywords be displayed in the title as much as possible, but the selling words in the keywords should also be displayed in the title as much as possible.
Second: Click rate. Generally speaking, if the click rate reaches 2%, it will be considered passing. If the click rate reaches more than 3%, it will be considered excellent. If the click rate is less than 1%, it will be very bad. But it is not absolute, different categories have different standards.
Third: Conversion rate. In today's situation, wireless direct trains are relatively less affected by conversion rate.
2. The difference between wireless title and PC title
(1) The upper limit of the creative title of the PC terminal is 20 words, but in fact, only 17 words are displayed at most, and the other words are hidden, while the title of the wireless terminal is displayed.
(2) The display location of the promotion of PC Express and the display location of the organic search results is distinguished, while the display location of the wireless Express and the display location of the natural search results are together.
(3) The display location of wireless terminal express train promotion is not simply determined by "quality score* bidding". In fact, there is a filtering rule, which is based on the relevance of baby's creative title. To put it bluntly, even if the bid for one of the keywords is very high, it may be difficult for some babies to display due to their low correlation with the baby's title.
3. Bid for keywords for wireless terminal express trains
(1) It is recommended that sellers can bid boldly. It is recommended to set the bid for wireless terminal express trains to 150%-200% of the bid for PC direct trains.
(2) When the keywords for the express train promotion baby are first launched, it is recommended to set the basic bid to about 110% of the average market bid. The bid for baby's accurate long-tail words can be set to 140% of the average bid for the market.
(3) Sellers should set a more reasonable bid limit for themselves, and the bidding of hot words placed within their means. Sellers should not easily exceed this limit for hot words.
(4) In the subsequent optimization of keywords through the express train, adjustments should be made based on the specific changes in the keyword quality score. If the quality score of the keyword increases, its bid can be adjusted appropriately, otherwise it will be adjusted appropriately. If you lack skills or have no time, you can use Fujibao to automatically optimize. The bid will be automatically adjusted according to the performance of the keywords, and the optimization will be timely and accurate.
4. Optimization of keywords for wireless terminal direct trains
Optimizing keywords for wireless terminal express trains is actually two things in general: changing keywords and adjusting keyword bids.
(1) When a keyword is relatively good and its quality score is higher than 7 points, but the display amount brought by this keyword is not large, you can not delete it, but increase its bid accordingly.
(2) When a keyword brings enough display, but its click-through rate is small, the bid for this keyword can be reduced a little.
(3) When the display and click-through rate of a certain keyword are ideal, but the conversion rate is unsatisfactory, the bid for this word can be reduced.
(4) When the display and click-through rate brought by the keywords are not good, decisively delete them and replace other keywords.
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