Taobao Express Optimization Tips

Many people may be more concerned about how to reduce CPC. If you have finished reading the direct train trilogy and haven’t figured out how the ultra-low CPC comes from, it’s not that I wrote it too badly, but that you should apply to your boss to go to the warehouse to pack it specifically.

What is a super driver? Is it the mysterious person who can make CPC 0.05 yuan, or the promotion of others who can make ROI above 10? After reading this article, I believe you will have your own answer in your heart.

The essence of Taobao search

　　Why does Taobao modify the search calculation method again and again, especially it has launched a thousand people, because the growth of network traffic has reached a bottleneck period, and with the diversion of other platforms, if you want to achieve sales growth, the best way is to give those products with good quality, good service experience, good evaluation, high proportion of repeat customers, and preferential babies to be pushed to buyers. It can be said that this is the essence of Taobao search. A thousand people and faces means that the system tags every buyer and every store, and when the tags match, you will get a priority weight bonus for display. The higher the system's recognition, the more traffic you will get.

　　I think understanding the essence of Taobao search is the basis for doing a good job in natural search and direct bus promotion. All search optimization and direct bus optimization are carried out around this, all to please search engines and prove to the system that our babies are becoming more and more popular with buyers.

　　The direct train and natural search are the same. The only difference is that one is charged and the other is free. The total amount of express bus advertisements displayed every day does not change much, and for Taobao, only if the advertisements are clicked can you get revenue. Therefore, of course, you should give priority to those express bus babies with high click rates, or your bid is high enough to offset the losses caused by the decline in click rates. The system does not mind putting you in the front. In recent years, in order to give buyers a better shopping experience, Taobao has increased the impact of weight on ranking and CPC. It is recommended that you find some time to calm down and think about it. If you are Taobao and you are a direct train, how would you recommend babies to buyers? After understanding this, you will understand how to truly make the direct train well.

Thousands of people and precise traffic

　　I have repeatedly emphasized precise traffic because if the people who visit and buy your baby are the same group, such as those who are aged 30-40, spend more than 1,000 yuan on Taobao monthly, 4 hearts-1 yellow diamonds, and often buy clothing and other tags, the system will think that your baby is very suitable for this group. When someone who meets these tags searches for baby on Taobao, the system will give priority to pushing your baby to her.

　　If you always introduce messy traffic, the purchase population changes every day, and the system doesn't know how to position you, in the end you will not be able to benefit from the thousands of people. This is also the reason why many people complain that after thousands of people, they don't feel that the crowd is more accurate and the conversion is higher, because you are against the original intention of thousands of people, and always think that everyone will pull everyone to the store. If you can't figure out how to get benefits from thousands of people, it may soon be too late.

　　Therefore, when a store first changes its style, it always has to go through a painful period, because it has to wait for the system to reposition the store, and most of the old customers have left; an important role of the price is to gather people who buy this price. For example, if you keep selling something about 50 yuan and suddenly change it to something that costs 200 yuan, you must go through a long period of confusion and helplessness.

Principle of keyword presentation

　　A buyer searches for a keyword. If multiple keywords in your plan meet the system's display requirements, the system will give priority to keywords that are exactly the same as those searched by the buyer, and display the creativity that contains the keyword, and then other keywords can get the opportunity to display. So I have repeatedly emphasized that when promoting new baby promotion, you must keep the keywords and baby titles consistent, so that the initial weight will be high and the growth will be faster.

　　You can search for double-breasted wool coats or medium-length wool coats on Taobao. The top three direct bus babies can definitely find these prefixes in the baby title, promotion title or baby attributes twice or even three times. There are only a few exceptions. Qian Duoduo squeezed into the top three regardless of cost, but he definitely can't hold on for too long. You should search for a few secondary keywords, and then analyze the relationship between the title and attributes of the direct train appearing on the first page and the words you are talking about. You will definitely not feel that you are wasting your time.

　　If you add the same three keywords to the three plans, but the matching method is different, and when the bid is not too big, the precise matching one will get the opportunity to show priority, and then the broad and central matching words will choose one of the displays based on the quality score* bid. A store with the same keyword shows up to two treasures.

　　In the past, there was a rule that was closely arranged and preferred to display. Later, the system treated similar words as the same word, just as the lace chiffon shirt and chiffon lace shirt were two completely the same words in the system, and this rule basically had no meaning.

The principle of consistency of main referrals

　　For example, a sweater, its main keyword can be a sweater or a sweater. Then we want to promote this baby next, how should we add words? My suggestion is to maintain the consistency of the main referrals. We can compare these two words into the traffic analysis and see that the display index and click rate of sweaters are much higher than that of sweaters, but the click conversion rate of sweaters is slightly more powerful. In this case, we will definitely choose sweaters as the main referrals.

　　This consistency principle requires the early addition words, and all words are added around a main keyword, such as adding only the extended words of the word sweater. In this way, if there is any effect of the batch of words you added, it will indirectly and steadily increase the weight of all keywords with sweaters. Of course, we must delete the words that are not effective quickly. For example, a wool coat, it can also be a wool coat, a wool coat, or a wool coat. As for which word is most suitable for the main recommendation, you need to analyze and compare it.

Direct train and baby search weight

　　The weight of the express train and the baby search weight are two independent computing systems, and there is no connection between them. That is to say, your express train has a good effect and will not immediately increase the weight of your natural search. On the contrary, the express train has a poor effect and will not reduce the weight of the natural search.

　　But the impact between them exists. There are three main impacts of direct trains on search rankings. First, the sales brought by direct trains will allow you to accumulate sales faster and more than peers who do not drive the direct train, and sales are the most important factor in search weights. Second, those who clicked on your direct train will be labeled as the label of browsing your store. The system is defined as the potential crowd of the store. Under the influence of thousands of people, when she searches for treasures in the future, your baby will gain benefits from this, and when the crowd of your direct train is premium and diamond exhibitions, there will be more available crowds; Third, the traffic and popularity brought by direct trains can increase the weight of the entire store and indirectly affect the weight of the whole store.

Search crowds and high-quality ideas

　　The search crowd's visitors who are similar to Taobao stores have a similar store targeting, which is to grab customers from their peers. The premiums they offer need to be adjusted according to the effect of each baby. Except for the core customers of the search group who browse the first line and do not care about the visitors who have not purchased it, I usually set the other 30%-50% premium, and the 150% premium during the big promotion is to lock in your own user base and not let your opponents easily snatch it away. There is also a custom group. Generally, I only set gender and age, and the consumption amount does not need to be distinguished. The premium of this custom group is lower than that of the core customer group. Personally, it is not recommended to have high-quality creativity. I am only building ordinary creativity now.

Price reduction method

　　Price reduction is a quick way to increase the weight of the plan that big sellers like to use most and don’t lack money. Focus on selecting a hot word with good correlation, and then offer a high price to make it ranked among the top three on the first page, because this position shows a lot and has a high click-through rate. As long as it is a good picture in advance, the quality branch will increase rapidly. Generally, only half an hour to two hours with the highest click rate a day will be used, and the time discount will be adjusted to 30% and the region will be adjusted to cold areas.

　　The next day, I slowly lowered my bid. Although the bid was low, I could still remain in the top three. With the further increase of weight, I only need a few days to bid within 1 yuan to occupy the top three. Finally, I added the expanded words of this hot word, which are basically 9 points and 10 points and have a very high weight. This is the basic principle of the price reduction method, and of course it is also the operation idea of ​​all direct trains to reduce CPC. Those who lack experience in price reduction methods should not try it easily, as it may be in vain in one month. For example, in the early stage, you spent hundreds of yuan a day to attract dozens of clicks, but because any of the choices and pictures and words are wrong, your investment of thousands of yuan will be just a waste. If the funds are limited, you can try the price increase method.

Price increase method

　　Since there is a price reduction method, there is a price increase method. At the beginning, select a few keywords that show high indexes and give a lower price first. Of course, it should not be too low. It is best to rank around 50th and control the regional and time discounts.

　　Whether it is the price reduction method or the price increase method, the click rate of the picture is the top priority. If the product is not good, the click rate is not high. If you play it, you will die. Because of the high click-through rate, the quality score will slowly increase, and then you start to increase your bid, but the CPC is basically unchanged and the ranking is getting higher and higher. In the end, relying on high weight, perhaps bidding 0.5 yuan and actual CPC within 0.3 yuan can occupy the top three positions in the word. The operating principle of the price increase method is very simple, but it is not easy to implement.

　　If the price increase method is not operated well, it will be a vicious cycle. Low bidding leads to poor position, fewer displays, fewer clicks, lower quality scores, and higher CPCs. You will consider lowering bids to reduce CPC, and then show less, and from then on, you will fall into the endless abyss.

　　These two methods are only suitable for products with high click-through rate conversion rates, and require drivers to have sufficient experience and judgment. At this point, I have mentioned five ways to increase the weight of the plan. There will always be something that is not suitable for you, and there will always be something that is suitable for you.

Wireless direct train

　　Due to the special location of Taobao's mobile direct car, the click rate is generally several times higher than that of the PC side. You can view the mobile delivery status on the day with real-time data, or view the historical delivery data in the figure below. Don’t see that a certain plan has such a high click rate. Why can’t the quality score increase? First check whether the click rate is raised by the mobile terminal, and then check the actual click rate on the PC terminal.

　　Note that the total click-through rate is not simply added by proportion. Specifically, it should be to discount the click-through rate of the mobile terminal and then merge it with the PC terminal.

　　Because the way of inputting text on the mobile terminal is very different from that on the keyboard, it is also very different from the keywords submitted by the PC. You can view the display index, click-through rate, proportion and other data of each keyword on the PC and mobile terminals in the traffic analysis pivot. It is also the main method to judge whether this word belongs to the mobile terminal. The weight calculation methods of mobile and PC are also different. We can only see the PC's keyword quality score, but we can judge the quality score of the word on the mobile terminal based on the estimated bid for the mobile search homepage:
　　From the picture above, it can be seen that the PC terminal needs to be about 3 yuan to be on the first page, while the mobile terminal only needs 1.41 yuan to appear on the first screen, which means that the weight of the wireless terminal is higher than that of the PC terminal. If the PC terminal quality score is 8 points, then the wireless terminal is estimated to be 9 points and 10 points; the one on the right is the opposite. The first place in the PC terminal is only 2.14 yuan, and the mobile terminal needs 6.12 yuan to show on the first screen. If the PC terminal is 8 points, the mobile terminal is estimated to be only about 6 points.

　　Of course, it is impossible for us to view every word like this. We mainly check out words that are much lower or much higher than those of the PC and have a large number of clicks, and analyze whether to increase promotion or lower bids. It is said that the mobile terminal is now deducted by 30% off. You can see that the mobile terminal is currently much cheaper than the PC terminal, but this discount may not be available one day. Because the mobile network is generally poor, the buyer's experience is not very good. If you place it on the mobile terminal alone, try to optimize the placement of large cities with high WIFI coverage, or filter cities based on the previous mobile terminal data of the express train.

Looking for soaring hot words

　　Generally speaking, there are two main types of keywords: one is known to the system and the search volume is stable; or there is another type that has been captured by the system after a significant increase in the search volume of buyers. We call this word soaring.

　　So how do we find this second word? An excellent direct driver should develop a look at least every three days: 1. Home page drop-down box, 2. Recommended words below the home page search box, 3. Pay attention to the full list of popular ones in the week of Taobao rankings, 4. Taobao index soaring words rankings, 5. Hot searches soaring in the data cube industry hot word list, 6. Well-known reports on the growth or decline of the express backend, 7. Business consultant special tools > Industry rankings > Search top 100 below the hot search word list, etc., where it is easy to discover hot words soaring. Of course, you don’t need to read them in every place. Just choose two or three to check them regularly.

　　These words are generally caused by seasonal changes, film and television works, system recommendation words replacement, etc. If you can find these words early, because there are few people who know them, joining the express train will basically be 9 points and 10 points. A very low CPC can seize the first page, thus bringing a large amount of low-priced traffic. When others realize it, you have stabilized your weight and you have to pay a price to squeeze you out of the first page. A person’s energy is limited, and we need to communicate with each other’s technology and share new discoveries, so it is easy for e-commerce to form circles one by one.
　　Add these newly discovered words to the baby title in time, and the ending must be beautiful. Of course, any newly discovered word must be analyzed in traffic analysis, and then it can be determined by looking at its trend, click-through rate, click-through rate conversion rate and most importantly, the degree of competition.

Get rid of competitors

　　I often hear friends in small and medium categories complain that their express train was maliciously clicked by their peers, or that all the good ideas they finally came up with were copied in a few days. In fact, as long as you make good use of regional settings, you can get rid of difficult competitors. For example, if you are a lighting company, you know that Guangdong Zhongshan is strong, or like a four-piece set, has been completely occupied by Nantong, Jiangsu. Regardless of whether you are in these areas, do not invest in cities with dense competitors or cities where you often maliciously click on your express train. Investing in a few less cities will not have much impact on your sales. On the contrary, it can be hidden behind competitors, so that they can't find you. If you need to check your ranking and performance, you should add your own city when you need it. After querying, you should remove the city you are in as soon as possible.

　　Do you have to find various data to analyze where your competitors are? There is no need to be such a hassle. Just search for keywords on Taobao, such as searching for electric drills. Sort by sales volume. Jinhua, Zhejiang has seized more than 90% of the market, followed by several cities in Jiangsu. Obviously, if you are a seller of electric drills, these cities need to avoid it.

Reduce CPC

　　Many people may be more concerned about how to reduce CPC. If you have finished reading the direct train trilogy (see the end of the article for links) and have not figured out how ultra-low CPC comes from, either I wrote it too badly, or you should apply to the boss to go to the warehouse to package it specifically. Test good models and pictures, optimize the title, select keywords, and pull up the weights. CPC will naturally fall down. Keep the click-through rate and conversion rate higher than peers. If you post for a long time, the weight will definitely get higher and higher, and CPC can eventually be reduced to the lowest level.

　　There is a saying about raising words when the express train is in, so do you understand the true meaning of raising words? On the one hand, you can pull up the weight of the word through operations, and on the other hand, you can have a good historical record. When the competition becomes larger, your weight is far ahead and you can always be at the advantage. Although it is only early December, some sellers have already put the spring clothes on the shelves. At this time, they cultivate keywords with spring, spring, spring clothes, etc., and you may only launch new ones after New Year's Day. At this time, they have been more than a month more than you to increase the weight of the keywords, and they also have one more month more to select appropriate words. When the spring clothes peak season comes after the New Year, they can easily enter the first page for 30 cents and 4 cents. If you only pushed it in a hurry at that time, 30 cents and 40 cents may not be able to enter the first page.

　　There is really no trick or secret to reducing CPC, it is the popular version of the price reduction method. Even if you go to the wrong path and pull down the CPC in a few days, it will only take one or two days to get back. If you always want to find various strategies and techniques online, or even worship various great masters, you are just wasting your time. Especially when worshiping the so-called great gods, if you have his product and team support, believe me, the data you make may not be worse than his. How did a lot of shocking data come from? Who knows, if those great masters dare to screenshot keywords and click conversion rates, sometimes you will be surprised to find that the conversion rate of hot words is several times or even dozens of times that of long-tail accurate words, and you will understand that most of these people are just here to make fun of them.

　　In fact, the most difficult thing for everyone is how to keep the click-through rate and conversion rate higher than that of the peers. This really requires the efforts of the appropriate products and the efforts of the entire team. If you still cannot achieve low CPC after working hard, it is not necessarily your problem because your products and stores cannot achieve that level. Just try your best. The final effect of Taobao Express really has nothing to do with the driver's personal ability.

　　The effect of Taobao Express cannot be simply based on how much promotion fees are spent and how much the entire store sells. I suggest that the input-output of the express train be evaluated separately from the entire store. If you think this way, if we don’t invest in the direct train, the costs of labor, rent, various taxes, inventory and other things still exist and will not be reduced; if we drive the direct train, every 1 yuan earned by the direct train, that is a real profit.

　　When analyzing the actual effect of Taobao Express, we may consider the refund rate, but you should also think about the proportion of repeat customers in your store. For example, your refund rate is 15%, but the annual sales of old customers account for 30%, so the actual ROI of the express train is 15% higher. Many buyers have to think for a long time to decide whether to buy some products, and may have to save a salary of one or two months, which has long passed the 15-day return rate that can be counted by the express train report; not everyone likes to log in to a Taobao account to collect and put shopping carts, and some people like to put it directly in the browser favorites or copy it to other accounts to purchase, which is not counted in the backend; if the quality is good, customers who purchase through the express train will share with each other and will also bring some hidden orders, etc. These real situations tell us that the actual ROI of the express train is much higher than what we see, and we cannot simply judge whether the express train is a waste of money.

　　Moreover, the sales volume brought by the express train will increase your natural ranking and give buyers more confidence; the population brought by the Taobao express train will increase the number of potential customers, and there will be positive effects in front of the drilling exhibition and searching thousands of people. The actual benefits brought by these are difficult to count; don’t just see the ROI of the express train in the backend, and take a small notebook every day to calculate how much money you lose, so your store will never be big. After seeing this, you may wonder if I am the kind of trick that can be sold for 200,000 yuan through the direct train. This is not the case. Although I cannot do it as high as others, it is not difficult to do it 2.5 or 3 or more, occasionally 4 or 5 or more (Taobao brand women's clothing dian.wbyzc.com/nvzhuang/, regular model, nameless brand, customer unit price is about 200 yuan).
　　The system of the express train is too huge, and I cannot write down every detail, such as using the express train to test models and maps to promote popular products, targeted promotion, store promotion, etc. I cannot write in detail what I should do on which day and hour of the new plan, because there are big differences in different categories, and more importantly, there are many things I have not figured out yet. What I hope more is to let you understand the principles and provide you with ideas, so that you can understand that this is how the express train is played.

　　At this point, the Diamond Trilogy and the Express Trilogy have been completed. If there are new discoveries and summaries between these two, they will only be modified in these six posts and then re-uploaded and published. The diamond exhibition is all my own experience and summary, while the express train is written based on the conclusions of a large number of predecessors and based on my own experience. Among them, Diamond Trilogy 3 is the most worth reading I have written and will be released one after another in the future.