On the different ideas of drilling exhibition and through train

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Recently took over the shop to do the drill show, a total of two shops involving clothing and cosmetics, the boss let me do the promotion of diamond show, the reason is that I have been operating through the through train for more than a year, the two are some similarities, it is precisely because I have a through train operation of the foundation So in a short period of one months to be familiar with the drill show play.

First, let's talk about the similarities. Through-train and drill show is through the click of the deduction fee, that is, there is no click on the display is not deducted fees. Both the drill and the through train are ranked by bidding, and the highest bidder is in the front row.

The height of the picture clicks determines the price of the click. Whether the through train and drill show, the same is the click of the King. The higher the click rate of the picture, indicating the more buyers like, so it will also lead to a reduction in the unit price. The through train is the quality of the increase, click the unit price down. and drill Show is the higher the click Rate, the lower the price, is based on thousands of show deduction fees. When Taobao gives you 1000 traffic, one click is not, the same is to follow your lowest bid to charge a click fee. For example, a click on the unit price at present some advertising can do 0.2 yuan, but before the store also has a click on the flow cost of 197 yuan case, is the direct result of the click rate. Some pictures than the poor, click Rate in 0.01% below, and some pictures can even do more than 30% clicks. Therefore, constantly improve the click rate, there is no best, only better, to the click Price to minimize.

The difference between the two. The conversion rate of the through train yesterday can be clearly seen through quantum constant path or backstage, drilling exhibition can only be viewed through the quantum constant path, and specific to the number of sales generated by a certain advertising, is not directly seen, that is, if the same day there are several advertising bit at the same time, it is not possible to statistics that the conversion rate of the advertising bit better. The only way to solve this problem is to put an ad bit on the same day and get the results you want.

Although the two are ranked by bidding, but the drill show operates like an auction house, and when someone bids at the same time, even if you bid in accordance with the category of the bid + targeted, has been out to more than 100 yuan, but still may be ranked after 1000, the flow index to achieve zero. The real time change of this bid, the next one hours may through the auction, bid 1 Yuan can be ranked first. Therefore, it is necessary to make a final bid for a few minutes before the 19 point of the daily closing bid in order to obtain a lower price and a better rank, otherwise, even if the plan and the offer are made, it is likely that a penny will not be consumed the next day.

Through-train picture requirements are relatively low, for example, I do not understand the design, but with the United States Mito to do out of the pictures can be higher than the graphic production. But drilling exhibition is not, must have a good art to draw, after the audit through to launch. And the creative degree of the picture is divided into general creativity and a level of creativity, if it appears in the home page of the ads Taobao pictures, are required level of creativity, art technology is not good, will probably lead to the first is the audit can not pass.

The conversion rate of the through train is relatively stable, and the diamond show is not so stable. If the through train today's Rio (input-output ratio) is 1:1.5, tomorrow to do 1:3 is very difficult. But the diamond show is not the same, today, even if the vote of 600 yuan, just sell out 100 yuan products, but do a picture, put the crowd more accurate, tomorrow's Rio can do 1:5 also may. That's why big sellers like to play Diamond shows. And the drilling show relatively large flow, a day to consume tens of thousands of yuan that is very simple things, but do not necessarily do through the through train.

At present, I am in the two shops, cosmetics to do through the through train cost-effective is not high, Rio can only do 1:0.5, and women can do 1:1.5, so, cosmetics to do a through train to promote the significance is not so big. But cosmetics do drill show is not the same, many appear in the home page Taobao are cosmetics products. If a through train a flow cost 10 yuan, cosmetics to do drilling show only need 2 yuan, therefore, but from the bid, this is a greater competitiveness. If women do clearance, a flow may only need 0.5 yuan can be obtained, but cosmetics want to do low-cost drainage, even if the cost of 2 yuan is not necessarily show, not to mention the click. Therefore, different promotional models, the product is not the same, the results are naturally very different.

When you know the similarities and differences between the through train and the drill show, the strategy is different when you do the promotion. Do a through train pay attention to is stable, is a new model can do promotion, need to pass the word, low price to carry out the test. After 3-7 days, analyze the collection of this paragraph, click Rate as a reference indicator. I have 100 clicks, must have 5 collections as the lowest indicator, and the click Rate must be more than 0.6% to consider continue to do this through the through train promotion. Generally 3-7 days can be used as a cycle.

Do drill show to promote through a number of tests to improve the number of clicks, and then to increase the intensity of the promotion, cycle is relatively long. When a section has a certain amount of sales data and evaluation, you can through different locations, different creative pictures to test. In the test, the amount of consumption and the amount of clicks must have the value of reference. For example, a location with only a few clicks a day is obviously not a reference. And the image of the creative can be different text, fonts, left and right placement, color background, such as multi-dimensional test, this cycle is about 1 months or so. When the relative rate of more than the test of the picture, you can vigorously promote the.

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