To do a good job of through train promotion, we need to simplify the cumbersome

Almost all real sellers have used Through Train. Why are they called real sellers? Because of the diversification of current e-commerce platforms, many small and medium-sized sellers prefer to adopt operating models such as more distribution, less investment, and more income.

Two modes of through train promotion :

1. The difference between search and smart promotion

Currently, through train promotion is either keyword search promotion, some are smart targeting, and some do both. As for the effect, it depends on the specific analysis of the product. Some products are very good at keyword promotion, while others have poor keyword effects and good smart promotion effects. Now let us first understand the positioning of search and intelligent promotion. Many friends only know how to recharge and bid when doing paid promotion, but in fact, burning through trains is not as simple as just burning money.

We must have certain basis for judging the through train and make some adjustments and promotions through the display of data. This is the art and principle of the through train.

Searching is about people looking for goods, that is, searching for products by entering keywords. Keywords are the needs of buyers. The more the search keywords can reflect specific products, the clearer the buyer's demand goals are.

The main purpose of doing through train search is to label the crowd and assist in product operations, lay a good foundation for the product, introduce traffic through payment, increase the weight of single products and drive our subsequent natural traffic system.

Smart promotion is about finding people with goods, and the “Guess What You Like” on the homepage is very representative. When you have browsed or collected a product, the homepage will recommend similar products to you, and it will match users based on different locations. In other words, intelligence relies on the crowd tags searched by users to match traffic to everyone, and the traffic is very large.

In the absence of much data accumulation, there is not much adjustment for smart promotion. Only when the product labels are enriched and the population coverage is wide, the bid for the through train can be optimized to achieve traffic saturation.

For Taobao, the most important factor in product weight is daily sales, because daily sales can reveal your product's basic operational capabilities, product ratings, conversion rates, click-through rates, and the rate of resource availability that can be obtained later.

For search:

The first key point is word selection . Choose appropriate keywords, so that the search population and the population entering the store will be accurate, and the labels that the population puts on the products will be accurate. Accurate traffic corresponds to high conversion rates. For the platform, each traffic is expensive, just like appointing generals in a war. The more courageous and resourceful the generals are, the more likely they are to be favored by the commander.

The second point is to test the style and pictures. It mainly depends on the click-through rate of the creative image and the product conversion rate.

Keywords are ranked by bidding. The same display volume will show qualitative changes due to different click-through rates of creative images. Friends who have driven a car will know the importance of creative images. Promotion is a virtuous cycle. If the click-through rate is high, the keyword quality score will increase, and more display volume can be obtained while reducing the bid.

But click-through rate is different from conversion rate. Some sellers can achieve a click-through rate of over 10%, but the conversion rate of their products cannot be increased no matter what they do. Therefore, if a product has a high click-through rate, its conversion rate may not necessarily be high, but if a product has a high conversion rate, the click-through rate will definitely not be low.

In this case, the click-through rate depends on the main picture or creative picture, while the conversion rate depends not only on the picture but also on the product basis, including its basic sales volume, sales price, competitor products and product usage feedback.

The third point is to drive natural traffic. This is also the fundamental reason and ideal state for most sellers to do through-train, driving product search traffic through payment, so the keywords you choose are very important. This represents the size of the audience for your subsequent products to obtain traffic. So when driving, we must often optimize keywords and delete words that are not strongly relevant and have low conversion rates, and then raise the prices of the remaining high-quality words, so that we can achieve the largest output with a limited budget.

For smart promotion:

We mainly use smart bidding, and the size of traffic depends mainly on the accuracy of the search population. How to get traffic depends on how to improve your product weight

The weight comes from conversion. Whether you can achieve the industry average determines how to match traffic to you. The data, conversion rate and input-output ratio are completely determined by your profits and the people matched by the search.

2. Search through train

What are the 4 key points of searching for a direct link?

Title and keywords

For a product to obtain search ranking, it is determined by two factors. One is the keywords in the title. If the title does not contain the words that buyers search for, the product will not be displayed. The other is the weight. The invisible weight sorts the ranking of the product. It can put active products in front and ordinary products in the back. After determining these two points, we can dissect the secrets of free search traffic layer by layer!

1. Naming of product search titles

Creating titles for products has indeed stumped a large number of merchants, because the products in many stores are not single, and the designs, styles, applicable groups, etc. are relatively similar. If you use the traditional method of creating product titles, you will find that the titles of almost every product are similar. Since the platform limits the number of products displayed when searching for the same store, some products are destined to become victims.

How to effectively title a product is to use search rules to break up the traffic. When we search for keywords, we will find that there will be products displayed at each price stage, with products in three price levels: low, medium and high. The sales of products range from high to new. From here we can see that based on the big data analysis of the platform, among every 100 buyers who search for the term "yoga clothing sports suit for women", 33% buy products priced between 0 and 69 yuan, 60% choose products priced between 69 and 249 yuan, and only 9% buy products priced above 249 yuan. Behind every set of data is a group, a real consumer population group. Therefore, precisely because the platform has this probability division, it is a more effective approach to title the product, which is to combine the selling price of the product with the keywords in the product title.

2. Keyword selection and combination method

This method is used to find channels for keywords, and it basically covers all the words with search volume in the industry. We go into Business Analyzer to find market analysis, search analysis, and download industry search terms. If you have not subscribed to this version, you can activate the Category Compass Standard Edition, and the cost of using this function will be lower. Download the first 3 pages of industry search terms and long-tail terms and import them into the table

3. Title combination methods and precautions

1. Spaces before and after the keyword combination in the product title do not affect the search ranking

2. If there are keywords with product attributes, you need to verify whether it is necessary to put this attribute in the title, because some categories of search results will automatically fill in the attributes, such as clothing, slim-fit loose tops. If our product attributes have already filled in slim-fit, then even if there is no slim word in our title, buyers can find our products when searching for slim-fit loose keywords. For example, the search results for women's handbags and handbags women are the same. This is the system's automatic default attribute. Of course, some products may not be searchable even if they have attributes but the attributes are not included in the title.

3. The default combination of new product titles is season + product word + core search word + selling point attribute word + crowd word + modifier word. This ensures that you can get the traffic of unpopular words in the early stage of the product and the traffic of hot words in the growth stage of the product. However, for some special products or products that are not easy to distinguish on the main picture, you can put the product word or attribute word on the front end.

After choosing the words, from the perspective of creating new products, we must test the pictures and models .

1) Mapping

You can start with seven methods to make the main picture or creative picture. To make the main picture, you need to prepare the product's selling points and marketing copy. The click and conversion rates will be related to the selected words and product copy. Therefore, only when the marketing copy matches the keywords will there be a significant change in the click-through rate and conversion rate. The main picture corresponds to our natural traffic, so your creative picture must focus on high conversion.

By comparing data over a period of time, we can basically determine the pictures with high click-through rates, as well as the marketing editor’s expression patterns. Later, we can use this thinking to create the main picture and detail page.

(2) Testing

Many people do not know how to test products or have never thought about testing products in their minds during operations. They think that the products they get are good products, so they just start to operate them vigorously. Whether they are effective or not depends entirely on luck. They invest all their time, energy and money and blindly knock on the door of the market. If they succeed, it will only leave a foreshadowing for the next failure, which will only lead to scars on themselves.

So how do you test the money?

In order to allow store fans to continue to find products that satisfy them and for the platform to see that the store has the ability to innovate and continuously output high-quality goods, it is necessary for the store to maintain a new product rate. When each product is first put on the shelves, its price, style, and appearance have already determined its audience and its market space. Therefore, testing the product is an essential process to create a hit product. When testing the products, we need to pay attention to the channels and intensity of promotion, product data dimensions, click-through rate, click-through rate of favorites and purchases, product visit dwell time, etc. All of these need to be registered. The channels for early promotion must be accurate, and the efforts should not be too small, otherwise it will affect the judgment of data results. There are not many tests for standard products because the products are basically the same, but for non-standard products, it is very meaningful. Because non-standard products are not tested, the money invested later cannot be recovered.

Bidding and optimizing keywords

Keyword optimization adjustment:

Keywords are a direct channel for traffic, so we should always pay attention to the traffic of keywords. We should reduce the price or delete those words that are not displayed or have clicks but no conversions. At the same time, we should also add new words. The market search is changing. Some words have little display volume at the beginning, but when the industry reaches a period of rapid growth, the search volume of these unpopular words will also increase sharply.

We should pay special attention to those good words, because sometimes we will suddenly find that the click volume of the through train has not changed, the budget consumption has not changed, but the conversion rate and investment have decreased. Many people initially thought that the industry decline had nothing to do with the through train, but when they opened the through train, they found that those words with general relevance to the product have increased their click volume a lot because of the recent increase in quality points, thus occupying the spending budget, resulting in the failure of those high-quality words to attract traffic due to lack of budget.

If you are dealing with a large category, then you can also keep those words with high click-through rates but poor conversion rates, because the product still relies on these words to get a large amount of homepage traffic. When adjusting keywords, try to do it one by one. If you use time-sharing discounts, the prices of all keywords will drop. The time-sharing discount price will only be used after the through train is relatively stable. The purpose of lowering PPC can be achieved, and as for keyword price increase, it can be used in our normal promotion. The price reduction means that you can keep your parking space and then appropriately lower the keyword price.

High-quality browsing through the train?

High-quality browsing means looking back and forth at the product’s main picture and detail page, and then collecting them.

For monitoring of through trains, we look at the amount of clicks and conversions in each time period to determine parking spaces. It is not easy to create a hit product. The core of operation is to control the data, from words to the size of traffic. According to traditional operations, keyword bids are adjusted from low to high, because the through train has no exposure, clicks, conversions, and orders at the beginning, but you must know how your weight comes from. Click conversion and order volume will affect your weight. As long as you place an order, you will have weight. Pulling up from a low bid means that your order volume and weight will slowly increase. If you bid high at the beginning to get a lot of traffic, but product conversion cannot keep up, then the weight of the conversion rate will be gone.

If the conversion rate of the through train is low, then we need to analyze it from two aspects: one is the quality of the traffic into the store, and the other is the internal structure of the product.

4. Intelligent word packages and crowd premium

Now there is an additional word package in the through train keywords. The intelligent word package adds a lot of traffic to the train, and the automatic matching is to match the keyword attribute population we selected.

Therefore, it is recommended to use word packages as keywords. Of course, the bid price of word packages and keywords depends on how we measure and match them.

Crowd premium function. For example: the consumer group searching for the term "men's casual leather shoes" may be young people who have just entered the society and started working. When shopping, these people often consider the price in addition to product style, youthful fashion, trends and other appearance factors. They need to buy a pair of cost-effective men's shoes. In addition to this part of the consumer group, there is also a part of senior men who have stable jobs and have moved into management positions. The casual leather shoes they want to buy should pay more attention to the quality of the shoes, which can give people a steady and down-to-earth feeling when wearing them. Naturally, the purchasing power of this group of people is relatively higher.