Taobao Through Train 618 targeted promotion optimization tips!

Since last year, many merchants should have discovered that the effect of targeting is getting better and better. Not only is the traffic large, but the PPC is low and the input-output ratio is high. The overall effect of targeting has exceeded our keyword effect to a certain extent. The most important thing is that targeting is also very helpful in driving the Taobao mobile homepage.

However, there are also a large number of merchants whose targeted promotions are not as good as expected. Not to mention pulling up the Taobao homepage, they don’t even have the most basic ability to attract traffic. Why is this so? How can we achieve better results through targeting? During the 618 period, how can we coordinate with 618 in a targeted manner to quickly trigger big promotion traffic?

Today, I will talk to you about the techniques of through train targeted promotion and how to do targeted promotion well.

Before we talk about optimization techniques, let’s first understand what targeting is:

Targeted promotion is based on buyers' browsing and purchasing habits and corresponding web page content. The system automatically matches highly relevant products and displays them based on bids and buyer feedback information brought by product promotion. The bid is high, the buyer’s feedback is good, and the chances of targeted promotion being displayed are high.

Targeted matching of highly relevant products based on buyer behavior habits and the corresponding content of the web page. If we want to show our products to buyers, we must label the products accurately. At the same time, targeting is displayed in combination with bids and buyer feedback information brought by product promotion. If we want to get higher display, what we need to do is to optimize the bid and let buyers give our products good feedback data.

So when it comes to targeting, we mainly do three things: create product labels, optimize bids, and improve buyer feedback data. So how do we apply these three directions specifically to our actual work? It is mainly divided into 7 steps!

1. Title optimization and attribute optimization

The targeted system matches the product based on the buyer's shopping habits and the relevance of the product. The level of relevance is determined by the label on the buyer and the label on our product. Therefore, if we want the system to recommend the product to the buyer who needs it, the first thing we need to do is to label our product. The system only knows how to recommend products after it recognizes the product’s label. Our product tags are mainly determined by the initial tags and user feedback tags, among which the initial tags mainly play a role in the product title and attributes.

The product title and attributes must be consistent with the product. The attributes must be filled in correctly and completely, and the keywords selected must also be highly consistent with the product. If they do not match, it will lead to crowd errors. The title should try to include as many attribute words, style words, material words, and other words that can accurately indicate customer preferences. This will be of great help in labeling our products. The shopping intent targeting in our targeting background is actually determined by the product title and attributes. Many merchants often say that they do not recommend any shopping intent. This is most likely due to problems in the selection of title keywords and the filling of attributes.

When writing a title, it is recommended that you search for a keyword first, and then there will be some filtering attributes below. Add these attributes that match your baby and recommended keywords to the baby's title. The prerequisite is that these words must be highly consistent with your baby.

2. Choose the target audience

The selection of the crowd is a very important part of targeted promotion, and it mainly affects two aspects:

First of all, it will directly affect the effect of targeting. If you choose the wrong group of people, it is equivalent to placing your product in front of inaccurate people, and the effect will naturally be poor.

Secondly, the crowd in the early stage will seriously affect the baby's entry into the pool. There is a cold start rule for targeting, which means that when you just start promoting targeting, the system needs to calculate what kind of people your product is suitable for. Therefore, it will only give you a small amount of display at the beginning. If your data performs well, it will expand your display. However, if your performance is poor, it will no longer show you in order to ensure the buyer's experience. Therefore, if you target the wrong group of people at the beginning, the data performance during the cold start period will be very poor, and it will be difficult to increase traffic later.

Since targeted audiences are so important, how do we choose the target audience?

1. Intelligent delivery

In the early stage of product promotion, it is recommended that you suspend smart delivery, because smart delivery is a comprehensive assessment of visitors, shopping intentions, and other dimensions to explore the most suitable group of people for the product. Simply put, it is calculated based on your historical data. The better your historical data, the more accurate it will be. In the early stage, if you have just started and have not accumulated historical data, the traffic at this time is likely to be inaccurate.

Of course, the prerequisite for pausing smart delivery is that you have implemented shopping intent targeting and visitor targeting. If you have not implemented these two groups, you cannot pause it. Some time ago, I told everyone in the cloud classroom "One Hundred Teachers Forum" to suspend smart delivery. Later, someone came to me and said that there was no traffic after the suspension. In fact, the main reason was that he did not deliver to the shopping intention and visitor targeting population. Because if you do not deliver to other groups and temporarily suspend the smart delivery, it will be more difficult to obtain traffic. Remember, the suspension I mentioned is based on your delivery to other groups.

We don’t turn on smart delivery in the early stage, but when the product enters the pool and the data stabilizes, we need to turn on smart delivery. Because our data performance is good in the later stage, the smart delivery system can calculate very accurately for us, and its effect is very good. We just don’t turn it on at the beginning, so please don’t misunderstand this point.

2. Visitor targeting

Visitor targeting is mainly divided into two parts: targeting of visitors who like my store and targeting of visitors who like similar stores.

People who like my store visitors refer to customers who have browsed, collected, added to shopping carts, and purchased products from my store in the past three months. This crowd is very effective for merchants with precise store positioning, but it will not be very effective if the store has a mixed crowd. Therefore, whether or not to place the advertisement needs to be decided based on your actual situation. If the store positioning is clear and the crowd is precise, then it is very worthwhile to place the advertisement, but if the store has a mixed crowd, it is not recommended to place the advertisement.

People who like visitors to similar stores refer to customers who have browsed, collected, added to shopping carts, and purchased from similar stores in the past three months (excluding visitors to my store). Whether to place an ad in this place depends mainly on whether your store has advantages and cost-effectiveness in the industry. For stores with great cost-effectiveness and a relatively high sales base, the effect of placing an ad will be good. However, for stores with no cost-effectiveness and sales far lower than those of peers, the effect of placing an ad will be very poor.

3. Shopping Intent Targeting

The shopping intention is based on the product title and attributes. The system selects multiple keyword combinations that can represent the product, such as "lace dress", which corresponds to the buyer group with the shopping intention of "lace dress". The shopping intention of the buyer group is obtained through the analysis of the products they have accessed on Taobao.

It is recommended that you give priority to this type of people in the early stage, because this is to tap into the potential preferences of buyers, it is the most accurate traffic, and the overall traffic is large. However, when placing orders, you must pay attention to whether the intention of the system recommendation is consistent with your product and whether it highlights the selling points of your product. We must choose to place orders that are consistent with the needs of the product, and those that are not consistent cannot be placed.

It should also be noted that you need to check this shopping intention frequently, because it is not fixed. After a few days, the system will recalculate based on your data, and there may be some more accurate labels, which must be added.

3. Setting of creative pictures

At present, the traffic from the "Guess You Like" section on the Taobao Mobile homepage accounts for a large proportion of the directional traffic. However, for Taobao Mobile, there are certain requirements for pictures. If these requirements are not met, you are completely ineligible to obtain this traffic.

Go to the display position and see if there is a green √ behind your "Guess You Like" position. If there is a green check, it means it is qualified, but if there is a red ×, it means it is unqualified. Put the mouse here, and a pop-up window will appear to understand the detailed creative requirements. Click on it to see a very detailed introduction to the creative requirements. Make sure to modify it as required.

There are more tips on location placement, bidding, methods to amplify and increase traffic, improve overall effects, and control of 618. Please look forward to tomorrow’s sharing.

Author: Liu Xiang

Source: Taobao University