Summary of Through Train Promotion Skills

1. About Through Train

If you want to do a good job with the through train, you must first understand the current definition of the through train. This is easy to be overlooked, but if you don’t say it, many "ignorant" bosses are still watching how others make their through trains a hit and how they make money. We are stuck in the past when we hoped that through trains would become hits and make money. It doesn’t mean that through trains can’t create hits and make money now, but before you have this idea, you must first understand what products you provide. What preparations should be made before driving?

The role of Through Train: The current Through Train is just one of the means of operation of Dianping. It is just a tool, but it is the most used tool. The current Through Train is more inclined to attract new product traffic and test models. It is suitable for new stores or stores where the effect is not very good. You can quickly increase store browsing through the Through Train. And improve the ranking of key words in single product searches. Almost every Taobao store is using the Through Train now, and there are more and more distinctive products, so the Through Train now tends to make the products that already have a sales base (the so-called hot-selling products) sell better. Allow products with no sales to gain a certain amount of traffic. Therefore, we need to be more rational and objective when looking at data.

Understand the problems encountered by Through Train in promotion operations: The problems of Through Train can be basically summarized as follows: display volume, click-through rate, click-through price, ROI, conversion rate and relative wireless terminal. Everyone knows that wireless traffic basically accounts for more than 70% of the total store traffic. People's demand for wireless is increasing.

2. Through train promotion methods:

Many people, after learning the basics of Through Train, begin to hope to do well with Through Train. If they fail to do well, they will start to complain that Through Train is too expensive and that they cannot make money from Taobao. This kind of complaint will not solve any problem except to convince yourself to give up the through train.

If you want to understand through train, first look at the promotion methods of through train:

Keyword promotion: accurate traffic, direct access to buyers

Targeted promotion: large traffic, low click price, relatively high ROI (not suitable for new products)

Store promotion: threshold, low cost, poor traffic accuracy

3. Selection

There are many experts who have individual analysis and selection of models, and some analysis of model selection has been done before. Today I won’t focus on the main points, but I will give you some pointers:

Product foundation:

1. Price

2. Sales and reviews (there are some basic reviews, after all, only a few people dare to be the first to try something new)

3. Advisory analysis: 1. Product traffic trend in the store 2. Conversion rate 3. Collection, add to cart, etc.

Market competitiveness, market trends

If the quality, price and selling point of the product are not competitive among its peers, then the promotion is just advertising for the peer products. First of all, you must have a very good understanding of the product category you are making and clearly know the advantages of your peers' products. Then determine your own product positioning. Do you have more prominent selling points or a higher cost-performance ratio? It is only worthwhile to pay for promotion if the product has an advantage over other products in the same category.

It would be a pity if the promotion of a product with sufficient supply was terminated due to shortage of stock later.

As for the profit margin of the product, I personally think that the profit should be at least above 30% to be suitable for driving. If the profit is at 30%, then the ROI needs to be above 3.33 to ensure that the through train is in a state of break-even. You can calculate what kind of ROI your product needs to meet the most basic break-even point.

The quality of the product, the quality of the product must be worthy of the price, otherwise it will get bad reviews at the beginning and subsequent promotion will not be possible. Buyers are fools and should not try to pass off inferior products as good ones. The quality of the product affects whether we can continue the promotion for a long time!

4. Preparation for boarding

1. Details page

The product details page must be well optimized before getting on board. The details page is a very important factor affecting product conversion. Otherwise, even if you introduce very good and accurate traffic but cannot generate conversion, it is a waste of money, time and energy. Especially for wireless terminals now, you must do a separate one. You don’t need a lot of pictures, but they must be clear and load quickly. The selling points of the product are highlighted in the description. Arouse customers' interest, grasp their needs, and guide them to place orders.

Related marketing, when a buyer comes to the store, we must make full use of every buyer, related marketing is also very important.

2. Product optimization

The ultimate goal of driving promotion is to increase natural traffic and provide the product with a stable source of traffic. The optimization of the product itself is also very important. This includes optimization of the product's natural title, main image, attributes, selling points, etc., which is conducive to through-train promotion to drive an increase in natural traffic.

5. Promotion

There are several data that we need to focus on observing and testing in the through train promotion. Only based on the feedback from the data can we optimize and adjust the through train reasonably and effectively.

1. Impressions

Everyone should know that the focus of cultivating keywords in the through train is the click-through rate, but the premise of the click-through rate is to have sufficient display. Some stores are hesitant to bid when they start, resulting in no display and no clicks. Instead, they should learn the weight of the overall plan, which makes it more and more difficult to do. In fact, it is better to be generous when starting to bid, and bid more than 20% higher than the market, with enough display, and then optimize and adjust according to the performance of the keywords. Another key point is word selection. What kind of keywords to choose for testing? At the beginning, everyone knows that they need to choose precise words. Choosing a few precise long-tail words is the best choice for early testing. Then, they will slowly add secondary hot words. When they need large traffic in the middle and late stages of promotion, they will start to add hot words.

2. Click-through rate

Of course, the higher the click-through rate is, the better, based on certain data. There must be a certain amount of exposure. If there is only one click out of 10 exposures in a day, the click-through rate is very high, but it is completely meaningless and has no value for through train promotion. Moreover, the click-through rate on wireless terminals is relatively high, so it is relatively easy to increase the click-through rate now. The key is to grasp a few key points.

Promotional picture: The quality of promotional creativity directly affects the click-through rate. Creativity mainly includes copywriting and style. Don’t 1. Select the main character. You can appropriately add some eye-catching things. After four creative ideas are made, it is best to have two to test the wireless end separately. Make several more promotional pictures to ensure that they can be replaced when the effect is not good. Otherwise, while waiting for the new pictures, it is time to promote or not promote. Poor promotion click-through rate seriously affects the weight. Not promoting is a waste of time. How much time is there in the peak season of a year? Time is money, my friend!

2. Replace and optimize keywords: After a few days of testing, keywords can be sorted according to their click-through rates. Keywords with high impressions and low click-through rates can be deleted. Keywords with good click-through rates can have their bids increased to get more impressions. Used to improve the overall click-through rate and cultivate keywords.

3. Matching method: It is recommended to choose accurate matching at the beginning, so that the traffic accuracy and click rate will be high.

4. Wireless bidding: According to the through train report - keyword report, check the data of keywords on the wireless end and make adjustments to the wireless. After all, wireless is a key project for everyone to obtain traffic. When you start bidding, it is best to set the radio ratio to more than 200%.

3. Search for people

High-quality visitors, custom crowds, weather crowds

You can start with 15% as a base, and then use 5% as a base to increase bids for people with better conversion results. The optimization direction is actually similar to keyword bidding. This can help to better target key groups of people.

6. Keyword bidding skills

1. Bid by keyword performance

Keywords with conversions: These keywords are the ones that need to be optimized and are the focus of improving ROI in the future. These keywords should be kept in a relatively forward position, and the bids for the keywords at the rear should be increased to improve the ranking and obtain higher traffic.

2. High-cost keywords with no conversions: These keywords are more expensive, so those with no conversions should be deleted decisively. If the conversions were good before but have not been good recently, you can lower the bid first and observe the subsequent performance.

3. Keywords with high cost and low conversion rate: This type of keywords is very simple. First, reduce the price to an affordable range, and continue to observe for a period of time. If the relative ROI has been significantly improved, you can maintain it. If there is no improvement and the effect is still very poor, you can delete it.

4. Words with no clicks: If there are no clicks, you need to look at the situation of the keywords. If the relevance is poor, it is recommended to delete it. For keywords with good relevance, the display volume is not large. You can increase the bid to obtain enough display, and then observe the click situation. However, if there are still no clicks despite a large number of impressions, such words should be deleted to avoid lowering the overall planned click-through rate.

2. Be good at observing data and making reasonable bids

There is no absolute good or bad for a position. It depends on many factors such as peer competition, the part of speech of the keyword, the promotion time period, etc. The only thing that can provide correct feedback is the through train data. Sellers who are good at analyzing data should try to change positions when there is no effect in a position for a long time. Different positions will bring different feedback. When a certain position is found suitable for testing, maintain the position and stabilize the flow.

7. How to choose keywords

Make full use of word selection tools

1. Direct train recommendation words

2. PC search drop-down box

3. Wireless search drop-down box

4. Business Advisor Word Selection

Business Advisor would like to focus on telling you the location. Many sellers don’t know where to look and say they have not subscribed to the premium version. In fact, it is available in the free version.

Paid version (market conditions - search word analysis - industry hot word list)

Time, category, terminal self-adjustment

Free version (Special tools - Industry rankings - Hot search terms, rising search terms)

Author: Ju E-commerce

Source: Jue E-commerce