Accurate delivery is the ultimate way of through-train promotion

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Blink of an eye, the author in the days of the cat flagship shop to do a full-train full-time promotion has been a year, during this period through a large and small number of promotional activities, through the continuous learning of other people's experience, analysis of the operation of the gains and losses, the author summed up some experience, Do through-train promotion must be accurate in order to continuously improve input-output ratio, and this is also a through train as a precision promotional tool with the function of matching.

First of all, we must go out several misunderstandings.

Not the more keywords, the better.

A lot of drivers take the strategy is to cast a net everywhere, thought that such coverage will be more extensive, in fact, even if you can get more traffic, but because the keyword delivery is not accurate, the conversion rate is naturally very poor. For example, the through train promotion is a printing chiffon vest long skirt, if the buyer search is "dress", even if you click into the shop, but she may want to buy a lace skirt, so, will soon turn off this page. Therefore, in the acquisition of high flow at the same time, it means that more cost, but the conversion rate is low, that the through train inevitable loss. The author in March to do through the through-train promotion, once encountered a single product can be set up nearly 400 key words of the abnormal situation, although the through train keyword many, in fact, the conversion rate has declined, the final result is to give up those who have no clicks, no conversion rate, the quality of the lower key

Entrusting third party software hosting is an unwise

The basic idea is that there is not much time to manage the through train, or that there is a better ratio of input to output. And the author is the latter, although done almost a year of the through train to promote, but in women this category can only do input-output ratio is 1:0.84, want to make money is even more difficult. Therefore, listen to the people in the line said the need for speed can improve the conversion rate, holding a try to order the mentality of one months to use. But in the process of trial run, after 5 days of promotion, spent nearly 1000 yuan, but only the sale of sales is 200 yuan, input-output ratio is 1:0.2, than manual operation worse. Later the author also figured out this truth, this software is actually through the bulk of the price or reduce the way to operate, if it is a low-cost strategy, basically no show amount, more do not mention the click rate and conversion rates, therefore, or really spend a little thought to promote the best side.

Said the misunderstanding, it should be through multidimensional degree of precision promotion.

The choice of goods

Can be based on the collection, browse time, turnover rate, price and other multi-dimensional assessment, and finally selected for the through train promotion.

Word Selection method

Basic is through the through train backstage system recommendation, data cube, Taobao home page Search Drop-down bar, you are not looking for and other ways.

Title Set 2

A single product is best to set two titles, the title of the key to cover the line.

Picture to be beautiful

The picture must guarantee the appearance, the buyer will have the desire which clicks. In comparison, it is best to provide a location map.

Promotional text Necessary

Promotional text is necessary, so you can increase the click rate of buyers.

Accurate choice of words does not biting

People's energy is limited, therefore, selected 10 or so, the flow of larger keywords as a promotional program can be. The area of the plan is very important, and this is the key to precision promotion.

Regional launch determines success or failure

The author's approach is to first flow in hundreds of thousands of, with the baby attributes related to a larger key words to find out, first through the through train background to find click conversion rate. For example, "Chiffon long skirts", the highest rate of click of the province is Tianjin, is not a high climate in Guangdong region (this is the author has been ignored, but also considered that the Guangdong region is certainly the highest). After 1 to 10-bit sorting, and then find another keyword for testing, through the through train to put the regional analysis table, through targeted screening, to find out the flow is not low, the click rate is also good, the most critical is the click of High conversion region to lock. But in the operation of this step will encounter the possibility of Tibet, Qinghai, Xinjiang, Heilongjiang, Ningxia and other remote areas of the high rate of click conversion, but these areas are the author store through small batches of Ens sent by the region, so can be ignored. In this step, but also to consider the quality of the keywords of this dimension, after all, the quality is too low, want to vigorously to promote is very difficult. Therefore, this choice of words is also very time-consuming steps, but the best can achieve the effect of less effort.

Promotion Plan Setup

Through the through train can be set up 4 promotional programs, therefore, if it is the flagship of a burst, you can according to this method to distribute the key words in 4 plans, after a period of time test results. Through the daily data report, high conversion rate of key words to improve the bid, conversion rate low keyword lower bid, finally screened out are very accurate keywords, and quality points will be very high.

In addition, when targeting the crowd, we should set it according to the price of the commodity. For example, the chiffon long skirt is 75 yuan, belong to the medium price, for purchasing power buyers can set up a fare of 0.2-0.5 yuan, because such a customer transaction ratio than purchasing power of buyers is necessarily high.

Continuity of through train delivery

This is related to the quality score, if in the early morning to 8 o'clock no customer service on duty, you can according to the industry template to set the time period of the bid, simple to cut off this time is not sensible, after all, the flow is limited, so the amount of money will not be too much, can be ignored.

Qualifying for through train

According to the relevant data analysis shows that the first page of 1 to 4 clicks is the highest, 7 and 8 are the worst, 10. The second page of the 14-digit is the worst, 16-bit is the highest. The 36, 37 digits of the third page are the highest. Therefore, if you want to continue to improve the quality score, it is necessary to adjust the rank of two hours per interval.

If all above, I believe that the promotion of the through train will bring a very good conversion rate of the shop.

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