Through-Train upgrade essence unchanged, know how to choose is the hard truth

Recently, hear the through train again to upgrade, in the background can see real-time each keyword clicks, conversion rate, ROI. This upgrade for many businesses will undoubtedly be a great opportunity for a data leap. Just like last July, after the upgrade, the first occurrence of each keyword ROI, the author of the change in the benefit is not shallow, the data has a significant increase, but also for the output of the store made a contribution.

However, for this upgrade, the author is not very cold. Because today a colleague is there more positive to do some analysis and research, and the company has established a new Wang Wang Group, he also asked in the group of small two docking, shop to promote the recent flow of how to become smaller? Where can recruit to not say high quality, at least have the strength of Taobao guest? (In fact, I know A5 webmaster Net is a high quality Taobao guest active place)

Seeing these questions, I smiled. About shop Promotion This topic, last June I spent a lot of time to study, but also with the docking of the small two consulted, but after several efforts have not been able to do the data. In the Star Shop, directional promotion, keyword promotion and store promotion, the latter is the most difficult to operate, and the ROI is the lowest, finally can only choose to give up. This colleague to contact the through train should have more than half a year, I feel his current level may be the same as I did last year (perhaps even worse), shop promotion one months to spend 30,000 yuan, ROI is a miserable 1:0.41, each click Price is 5 yuan. and other plans inside the average click price of 2 yuan or so, the overall ROI of the account is about 4.5. So, my advice at the time was to cut down the store promotion. He dismissed it, and bluntly let the money rot there. Anyway there are star stores and brand keywords High ROI is there to support the data.

From another data analysis, the store's a burst of targeted promotion in the last 30 days spent 200 yuan, ROI reached a terrible 1:10, but he suspended the plan. I asked him why he paused. He said he didn't understand, or he didn't have time to get it. I really don't know what to say to such a reply. The author before a person responsible for 5 stores of the through train, 3 shop drilling show also seems to be comfortable, the Boss recruit 5 promotion staff also inferior to me. Maybe that's the way to go. Can see the data do not do, like last December, a former colleague, the intention to teach him how to do directional promotion, is where to die to pull the keyword. Do not know is because now people like to grope themselves or how, obviously have a good teacher there to teach, but always listen to advice.

So, for the colleague's evaluation result is: The basic skill is too bad, the thought is not clear, does not have the direction which optimizes. Therefore, even if the new train can see real-time Roi, for him is not helpful. On the one hand, the company leaders always complained that the promotion staff money does not go out, has not produced the greater value. And from this colleague can see some problems, said he conservative, every month in the shop to promote waste 30,000 yuan, this is not. Said he is conservative, and really is so, the brand keyword also all with accurate match, originally these keywords traffic is limited, and the quality is almost 10 points, ROI is basically more than 1:6, why not put this budget open? And some of the two or three-level keywords are basically not put, Choose 6 points of the first level of keywords but also choose accurate matching. In fact, this does not mean much. Because the first-level keyword ROI is low, and the quality is difficult to improve, it is better to give up directly.

Therefore, when this colleague is not clear about the principle and logic of the through train, then how to upgrade, and then the advanced promotion work is of little value to him. This is like a lot of people for the through train is still wishful thinking to understand the straw, think there is a very powerful driver can solve the shop all the problems. In fact, the through train is only to solve the natural flow of the tool is not enough, Taobao search rules is to the quality of the baby in the shortest possible time to show the need for buyers. All, even if the through train, the product does not have the core competitiveness, can not withstand the test of the market, and then the powerful drivers are not pushed up. All, ultimately, to return to the nature of business, is to provide quality products and services to consumers, such shops can go farther.

All, advise the basic skills of the driver, should be calm down to think about, each spend a penny in the end what is the significance? What is the purpose of this? Otherwise, the through train upgrades, and then advanced version, you are not to play. Do a through train must return to the essence, that is, positioning into an icing on the cake, to promote the all-round development of the people, and not just do keyword promotion, if directed promotion, outside the promotion has the opportunity to do. Store promotion data rotten, cut off directly. Know how to choose, learn to do subtraction promotion is a good promotion.

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