As a tool for burning money to attract traffic, many sellers will have a wrong understanding of the express train. It is generally believed that promotion should be increased during peak seasons, but there is no need to waste this money for promotion during off-seasons. So how to make good use of promotion methods such as express trains to accumulate better results for the store? Below is the following explanation of the promotion skills of the off-season express trains .
1. Promotion background
As we all know, when the off-season comes, every store will show a certain downward trend, so at this time most sellers will choose to suspend the current express train promotion and want to reduce investment to safely pass this stage. I always think that I can definitely rebuild the store by increasing my investment during peak season, and I feel that the investment at this time is a waste of resources. But it is only the off-season operation method that causes qualitative differences among many sellers.
There is a seller who chose to let the store's trend not promote it during the off-season. On the contrary, some sellers will choose to continue to drive traffic through the express train to maintain the current stable trend of the store. It is obvious that after the off-season, the store gap will be revealed.
2. Keyword settings
As the basis of the direct train, keyword selection is particularly important in the off-season. In the peak season, we will choose some hot words to bring more traffic to the store, and the accuracy will be relatively less. However, in the off-season, we must strictly screen keywords.
In the off-season, we will reduce some expenses in a relatively low manner, accurately attract traffic, and ensure store conversion. For those words that have not been converted for a long time, they need to be deleted. Even if their quality score is very high, reaching 10 points, if they have not brought the value they should have, they must be determined to delete it. We can also filter this in the keyword list.
3. Delivery settings
During the off-season, the requirements for the placement area and time will be higher, because at this time we are pursuing a stable store situation. Random delivery will only backfire.
The budget for off-season express train promotion will be relatively low, so the requirements for accuracy will be higher. According to the data on the regional market of the store business consultant and the direct train backend promotion, we will clearly see the difference between the time period and region of the store. At this time, we must have our own choices. Increase the time period and region for conversion; reduce or even close the time period and region for low conversion.
4. Accurate targeting and crowd settings
After a period of increasing promotion, the store's traffic is relatively stable. Because no matter the conversion is high or low in terms of the number of people and targeted people, they will choose to deliver, so as to bring more traffic foundation. But during the off-season, we must make full use of every point of investment. Therefore, we should make better choices in targeting and deploying people.
1. Targeted promotion
During peak season, people choose babies more, so there are many targeted ways to place them, but off-season is often the display mode of choosing people for babies, so you must make every click get the most ideal value.
2. Accurate crowds
For precise people, no matter how their conversion is, they will choose to give a certain premium ratio, because traffic is enough, but this type of traffic must be controlled during the off-season. For people with high premium but unsatisfactory conversion, they can relatively reduce the premium ratio or even participate in the premium, so as to ensure that limited spending is spent on people with valuable reflections.
5. Store activities coordination
While optimizing the express train during the off-season, certain adjustments should be made to the store accordingly. The off-season is often the seasonal change of babies. When updating products, it is a preheating for the following peak season.
1. Clearance of off-season products
When the stock of out-of-season products has a great impact on seasonal factors, the shopkeepers will grasp the inventory of goods. Of course, although they are consciously grasped, it will inevitably lead to a certain phenomenon of excessive inventory. At this time, we need to clear these products, take advantage of the price advantages and the promotional words on the main picture of the baby to attract buyers to buy, and minimize losses. This is the result that every seller hopes to see.
2. New and warm-up products in the future peak season
While clearing the inventory, we must actively prepare for product updates in the later peak season. Because the accumulation of a hot-selling baby cannot be achieved in a short period of time, we must use the express train to test the new model with a better market response, preheating, and only when the peak season comes later will it have a greater advantage in the market. In the competition among peers, they occupy a certain dominant position.
6. Summary
1. During the promotion of off-season express train, it is necessary to analyze the overall data to make targeted adjustments, so as to make more accurate in the delivery time and delivery area.
2. In order to welcome the peak season that comes later during the season change period, we must warm up the new products well, so that we can gain a certain advantage in later promotion.
3. The direct train can make the store more prosperous during the peak season. During the off-season, you must grasp the accuracy of delivery and lay a solid foundation for the later peak season.
This article " How to play the direct train in the off-season, how to make the direct train the most effective !" is edited and created by the seller's information. Please indicate the source when reprinting
(Xuanming Network http://www.shxuanming.net/article/20386.html )
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