Basic optimization practical skills for direct trains

First of all, you have to tell yourself that I must play this Double 11 this year!!! If Double 11 is a bit far away, then the Mid-Autumn Festival is right in front of you. Are your target baby ready?

These two basic points cannot be ignored. As the saying goes, it is simple. People often habitually skip these steps and pay more attention to it. It is still true that they lay a solid foundation.

Recommended baby choice

The key to choosing a model is to judge the consumption trend of the market. For example: some styles that are cost-effective and have good clicks and conversions. Pay more attention to the styles that competitors recommend, compare your own babies, understand the advantages and disadvantages, and choose the models, popular factors cannot be ignored, such as: popular movies. The trendy styles in TV series can be used as reference targets for choosing models, so that babies can be cultivated more easily.

So when choosing the money, you can learn from the professional tools in the business consultant---Industry Ranking:

Analyze the top-ranked treasures in the industry according to your own category. Muzi sets up the ranking of the treasures on the wireless port. This area can be selected according to the situation of your own store. Muzi has said this method many times before. The key point this time is to emphasize is that you always talk about the selection of goods. So what specific consulting indicators should you have? Start from two points:

First point: Starting from the level of consumer preferences

A. When selecting a model, you can check whether the baby's conversion is higher than the industry's conversion effect. Merchants can check the industry click conversion of keywords in traffic analysis as a reference standard;

B. If the store baby purchase rate is high, consumers add the baby to the shopping cart but have not paid yet, these consumers have a relatively high purchase intention;

C. The store has a high collection rate of baby food, which means that the baby is very popular among consumers. It is just because some factors have not placed an order yet. You can continue to follow up and stimulate consumers to speed up purchases.

Second point: Starting from the baby's visual effects

A. The effect of baby's first picture is higher than that of the industry. Merchants can view the click rate of keywords in traffic analysis and do a good job of optimizing baby's main picture.

B. If the baby page has a small jump rate, such as a jump rate of 90% and 60%. If 10 customers enter your Taobao store and 90% jump, then there will be only 1 customer left in the store, and 70% of the customers left in the store are 3. The difference between the two is 20%, which is twice the difference between the store visitors. So don’t lose the big because of the small, grasp this point.

C. The average time for the baby page is to browse. The longer the browsing time, the more the customer is interested in the baby. The baby can attract consumers. The purchase intention of this type of baby is clearer.

So choosing a model is the beginning of your baby's main promotion. These points are what you have learned and your own experience. Find your feelings and see how to determine your main promotion model.

Direct train to select words and cultivate words

Now many businesses hope that their stores can obtain more traffic, especially organic search. In this way, the buyer's treasure will appear in front of the consumers and enter the store, but how to obtain such traffic? This requires our express train to introduce traffic in the early stage. If you want traffic, the cultivation of keywords of the express train cannot be ignored.

Part 1: Select words

A. Keywords recommended by the system

The easiest way to choose words. You can select appropriate keywords based on the three indicators of the system's recommendation results, the number of searches and the average market bid.

B. Promotional vocabulary list for traffic analysis

C. Business consultant word selection assistant

Select store traffic search terms and industry-related search terms to dig words through direct trains. You can improve the accurate keywords of your baby in the direct train through the store traffic transaction keywords. Make good use of business consultants, and your word selection effect will be twice the result with half the effort.

You can set up a table for filtering and combining these keywords by yourself to summarize, which is convenient for optimization operations.

Part 2: Procurement Words

After adding keywords, you also need to set a matching method for the keywords. This is the premise for raising words. Currently, there are only two ways to match keywords: precise matching and broad matching. Choosing a suitable matching method can allow your baby to obtain better traffic and expand potential buyers to reach a transaction.

1. Exact keyword matching: Only when the buyer searches for the word exactly the same as the key word set, the promotional baby has the chance to be displayed.

2. Broad keyword matching: Only when the word the buyer searches contains or is related to the set keyword, the promotional baby has the chance to be displayed.

After understanding the definition of these two matching methods, it will be more targeted. When the baby’s data in the early stage is not very good, it is recommended to focus on "accurate matching". However, there are different promotion habits and techniques, so just identify this yourself.

So how should keywords be chosen in cultivation? Use the data from the express train report for analysis, observe the click data of the account after promotion, and use market data to test the quality of the keywords:

A keyword has no display or low display keyword, and the targeted replacement is required;

b ranks high but does not display or click-through keywords, and the targeted replacement is required;

The bid for some keywords in c is higher than that of other keywords, and the traffic is average and the overall cost is large, so the bid will be adjusted. If there is no increase, a targeted replacement is required;

The traffic of the d keyword is low. If the ranking is too low, it is recommended to increase the price appropriately and then observe and optimize. If the first three points occur, the targeted replacement is required;

Keyword cultivation is indispensable for optimizing quality scores and affecting keywords in old places. You can deepen your impression:

The first dimension: creative effects

The meaning is: recent dynamic feedback on promoting creativity. That is the effect of the promotional creativity of the baby where the keyword is located. Including keyword click-through rate and image quality for promoting creativity;

The second dimension: correlation

The meaning is the degree to which the keyword matches the baby's category and attributes and the baby's own information. How to judge the degree of consistency can be found below:

A. Correlation between keywords and baby's own information:

Including baby's title, creative title for promotion, etc. It is mainly reflected in the baby title information and the promotion content of the express train. If the keyword is used in your baby title, especially in the promotional title of your express train, the correlation between the keyword and your baby will increase.

B. Relevance of keywords and baby categories:

The categories and keyword priority categories published by babies should be consistent. Be careful not to misplace the category, so there is no need to say more about this.

C. The correlation between keywords and baby attributes:

When publishing a baby, the attributes selected are consistent with the keywords, and fill in the attributes that match your baby's characteristics as much as possible.

The third dimension: buyer experience

The meaning is a dynamic score given by the buyer's purchase experience in the store and the recent keyword promotion effect of the account. It includes the conversion rate of the express train, the baby's collection or shopping cart, the baby's associated recommendations, the loading speed of the details page, the evaluation, and the response speed of Wangwang, etc., which will affect the purchasing experience effect.

Don’t always replenish these basic things. When optimizing, you should always pay attention to them. You should share your own relationship with time, so bids cannot be ignored:

Optimized bidding for direct trains

With so many basic points laid, the next step is the key point of controlling the price. Everyone knows that the direct PPC is as high as the price is, you will definitely feel that it will burn money. Next, let’s talk about how to control the price of the express train. If you operate and share it yourself, there may be differences in categories. Please transfer the trolls automatically. There are no masters or novices. You just share your own experience and determine whether you enjoy it.

Point 1: Make bids in a unified way

In the default bidding process in the last step of promoting the new baby, a price is given to all the keywords and categories just mentioned. At this time, the visitor value can be set as the default bid for cultivation.

Point 2: Modify individual bids based on traffic

aBefore modification: make rough predictions for individual keyword bids and make my price trend.

bAfter modification: keyword management type, through yesterday's accurate data check and accurate modification. The data of display, clicks, click rate, and spending are all accurate statistics of the word yesterday; through clicks, you can understand whether this word brings you traffic and how much it brings, thereby adjusting your baby's bid;

Point 3: Combining uniformity and single bidding

aSame type of words are unified in bidding: for example, they are all precise words in combination, so that they can unify the price to facilitate management, but they must grasp the mutual influence.

b different words, targeting bids. It should be noted that: precisely combine words, ranking as high as possible with a wide range of popular words, and ranking within your ability.

Therefore, the promotion and budget are also different here according to the purpose. Therefore, it is the most scientific to set a reasonable bid from your own perspective. If you blindly compare the prices of other similar products, the final result will be both sides lose money when your skills are immature.

In addition, when optimizing keyword bids, high-quality words that match the baby with good click-through rates can be adjusted separately, as long as the average click price does not exceed the traffic value. After all, it still needs to control costs.

The bidding and optimization of the keywords of the express train is analyzing and adjusting data every day. Now wireless and PC can bid separately, and the optimization workload has increased.

Let’s talk about how we can optimize the wireless terminal:

The wireless terminal cannot be ignored, but the difference is essential to optimize it. You can adjust it according to the following points:

A. When the overall quality of wireless is poor, and most keyword wireless scores are very low, it is usually affected by the poor basic quality of the account. You need to start with optimizing basic quality. The usual practices are:

Create or select empty plans, wireless 300-400% discount, establish high-quality click-through rates, promote keywords with mobile targets, obtain appropriate display and clicks, gradually increase the quality improvement of the basics, continue to improve, and then promote normally.

Secondly, in this process, we must cooperate with creative optimization and precise promotion and store visual effect optimization.

B. Wireless quality score, it is recommended to pay attention to the creative quality, buyer experience and relevance of quality scores. I will not talk about it if I have mentioned it above. This is why I just replenish my brain. The second thing to follow is to improve the overall account effect, choose baby promotion with advantages on the wireless side, and choose the word "title" with mobile phone label optimization.

C. Sellers often wonder whether to fill up the keywords or add a few? The wireless short optimization is similar to the PC side, and it also needs to be judged based on your own promotional purpose. It is recommended to manually adjust the keywords if you add a few. If you fill up, it is recommended to use a direct train optimization software to adjust.

This article "Basic Optimization Techniques for Direct Train" was edited and created by the seller's information. Please indicate the source when reprinting (this article is reproduced in: seller's information