Driver can not ignore the through-train directional launch strategy

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As a train to promote the drivers know, a total of four promotion of the model, are: Star Shop promotion, shop page promotion, keyword promotion, category of promotion, targeted promotion. Star Shop Promotion is a certain brand awareness of the shop to do a promotion, the conversion rate is relatively high, but not for all the shops. Keyword Promotion is every store attaches great importance to a way of promotion, but this way more competitive, bid relatively high. In comparison, the direction of the promotion of this way may be a lot of drivers will ignore, in fact, this promotion is used, the same can bring a very good conversion rate.

First of all, to understand the location of targeted promotion. The shopping cart, my collection, has bought the treasure, the logistics these four position is the directional promotion shows the place. The method of this presentation is based on the buyer's search and browsing habits, for example, I like to browse the Nike Basketball shoes store, when the open Wang, these positions show all are similar styles, so targeted more strong, so that buyers can quickly get the information they want, so, Accuracy is relatively high.

What should be done with directional delivery? The way to promote this is no quality points at present, and the information that can be seen is the average bid in the industry. But no matter how, do the internal strength of the store, such as the optimization of the details of the page, to ensure the attitude of the service, after-sale delivery speed and so on, is the most fundamental way to improve the conversion rate. In the premise of doing this work, you can consider the shop's main push of the explosion or a higher cost-performance section to promote the. Sales, evaluation, price and other factors must be considered synthetically, and finally decided to choose what section to launch.

If it is to do women's clothing, set the area is more critical. Some places in the North, for example, are still snowing, if the main push is a chiffon long skirt, then there is no need to put these areas, otherwise it is in the burning of money, that is, these areas are also conversion rate, but relatively speaking, the Chinese people's consumption concept is to really need when will go to buy clothes, Therefore, the desire to buy is not strong, the result of the delivery can only be a waste of resources.

Time settings are also critical. Why do you say that? Because the directional launch has one characteristic, is the instantaneous explosive force is relatively strong. For example, the author in the autumn when doing windbreaker promotion, two hours did not watch the through train backstage browsing page data, the result of this two hours of traffic, the flow into the shop every hour nearly 1000 times, and later through the Quantum Heng Road is through the through train directed to promote the introduction. Although a flow is only 0.8 yuan, but two hours also spent nearly 2000 yuan, and the actual conversion rate is not very high. Therefore, the personal proposal, the through train directional delivery time is best set in the working hours, Sunday if no one to operate, would rather choose to suspend, or once the flow broke up, the day limit will soon be finished.

Bid strategy. As far as the author's experience is concerned, it is generally the choice of 1.5 times times the industry average bid to launch. For example, women's dresses This category bid for 1 yuan, can be set to 1.5 yuan. At this price, will often get more traffic, a single product baby normal, a day consumes more than 500 yuan is very common, so the specific amount can be based on the budget of the shop to operate, the best is to do a plan dedicated to promote the promotion of the better. In addition, the adoption of the upper-downhill bid strategy is relatively stable, that is to raise the price of 0.03 yuan a day, so as to ensure a stable flow, when the flow has reached a peak, and then to make adjustments.

After a period of time, the author analyzes the relationship between the accuracy and conversion rate of the following four positions for reference only. The first is the display location of the collection page, this position because the competition is more intense, but the conversion rate is also the highest. Flow is relatively large, so you can consider the increase in the delivery; the second is the Logistics Details page. The conversion rate of this position is relatively low, because buyers are often concerned about the logistics to there, for the display of the baby to buy the desire is not strong, so you can consider the price of the sale; the third is where the baby has been bought. This place has three characteristics, the display volume is big, the rate is high, the conversion ratio is high, is the merchant battleground, therefore may consider the price increases the place, the fourth is the shopping cart position, this display quantity is bigger, but the accuracy is not high, may as the general bid carry on the promotion.

In addition, to note that the station outside the directional promotion (NetEase, Sina and other Sites page ads) precision is not high, is generally the conversion rate of about half of the station, so, it is recommended not to do a good job in the station on the premise, as far as possible not to choose the station to put. Unless the flow in the station has not been able to meet the needs of the development of the store, you can try to launch from the station outside the promotion.

The following is the author in the actual operation through the directional delivery of some data, only for sharing.

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