The basics of through train promotion, a must-read for newbies!

Today I’m going to share with you some basic through train operation skills. Many basic friends want to open a through train, but they don’t know how to do the basic operations. They lose money once they open it, and they close it once they lose money. This goes on over and over again, resulting in no effect from the promotion of their money, and the store cannot be run because of unstable data.

Today, I will take you through and look at the correct methods and steps for us basic novices to open a through train.

Select the product you want to promote

Select products based on Business Advisor, check the recent data of store products, and select products based on comprehensive conditions such as high display, more visitors, better conversion, collection and shopping cart, and low bounce rate. Here I want to emphasize that choosing products carefully is extremely important. You cannot use any product for direct promotion. You must promote products with better natural data in your store.

Procedure

Open through train

Create a new promotion plan. For example, testing plans, daily sales plans, etc., you can write any name for the plan, as long as you can open and see the plan, you will know what the plan is for. You cannot create plans casually, the key is to consider what your plan is for. Many friends create a lot of useless plans at the beginning. If these plans are opened later and the weight is not high and the data is not good, it will also affect the store weight.

Daily limit setting

In the early stage, small and medium-sized sellers did not have a very good foundation. Here we recommend between 100-300.

It is divided into standard delivery and intelligent uniform delivery. Generally, new drivers choose intelligent and even delivery. Intelligent and even delivery is based on traffic changes and daily limits. The system will evenly display your promotion within the set delivery time, and will not miss the traffic during the evening peak due to reaching the daily limit too early. The daily limit can also be increased according to your product conversion.

Set up the delivery platform

The delivery platform is divided into on-site and off-site delivery on the PC side, and on-site and off-site delivery on the wireless side. We must first choose whether to deliver and the delivery ratio based on the needs of our baby. Generally, the discount ratio of in-site placement on wireless terminals is higher. This is because according to consumers' consumption habits, mobile Taobao is the current trend, and the overall traffic on wireless terminals is larger, so the ratio is generally higher. It is recommended that novices turn off off-site advertising in the early stages of the launch, because the early stage is mainly to optimize the on-site click-through rate based on the store situation, and off-site advertising generally has a higher display, which is not recommended. Including the PC ranking can be controlled without bidding too high.

Delivery time

The delivery time can generally be selected according to the industry template, and then adjusted according to the time period of your own store visitors in Business Advisor. For unpopular categories, you need to conduct sufficient research and comparison to set your own time template. Generally, no delivery or percentage is required between 12 am and 8 am.

Many categories and products here have different conversion periods, so you can set time period discounts based on your industry.

Placement area

The regions where products are placed need to be selected based on the situation of your own store and industry. For example, products should not be placed in remote areas or in areas that are not the main purchasing areas for the store's products in order to save costs, etc. For example, sellers of snow boots and cotton-padded jackets can focus on the northern region and avoid tropical areas such as Hainan. Sellers of raincoats and rain gear can target the Jiangnan region where there is more rain, and so on. This general category is not applicable to all remote areas.

Add promotional product

Add the products we selected in Business Advisor for through train promotion to the plan, set a creative title for the promoted product (not more than 40 characters, or 20 Chinese characters), as well as a creative picture, add keywords, and set keyword bids. We can add four creative ideas. More creative ideas will show better results in search results than just one creative idea.

After selecting it, you can turn on the smart creative function. This function is very user-friendly for beginners. For those of us who don’t understand, we can choose smart creativity.

Creative titles about how to play with products

When you want to test the creative title of a product, you can select the same creative picture to check the effect. There are three types of creative titles. One is a full coverage title, which is a 20-word title that covers all the precise words of the product, increasing the chance of capture. The second is full repetition, repeating the precise words about the product in the title, which is conducive to the accuracy of product capture. The third type is a creative title, which only briefly writes some unique selling points of the product, or exaggerated copywriting to attract consumers. It is different from a regular title, but please note that such a title may affect our quality score. This includes creative pictures that need time to be tested. If the click-through rate is not good, the picture needs to be replaced.

Adding creative pictures

To test the click-through rate of different creative images, you can use the same product title to check the effect. A good creative picture should have the following characteristics: novel selling points or eye-catching discounts, avoiding the same creative copy and pictures as peers. In addition, the through train backend has now opened a creative assistant section for some high-quality merchants on Tmall. Sellers can add creativity on their own in the background and then upload it as needed. This greatly saves the communication cost between operations and design and effectively reduces the workload of design. However, it should be noted that standard product categories such as clothing categories focus more on the scene differentiation or personalization of creative pictures. Adding too much marketing copy will give consumers the impression that the store style is messy, affecting the click-through rate. For some relatively unpopular non-standard product categories, consumers are more concerned about the strength of the discount. If the purchasing group is a category with a relatively low average order value, you can consider adding such convenient promotional copy. Now you can add short video promotion to the through train. The conversion rate of short videos is relatively higher than that of pictures, and the click-through rate will also be higher. Therefore, when uploading short videos, you must make them carefully and cannot just upload them as a puzzle, which will affect the conversion.

Add product keywords

You can add 200 keywords for each product. If the product plan is to attract traffic at a low price, you can add more low-price words to increase the display. If the product is a normal promotion, it is recommended not to add too many words with low matching degree, which will affect the quality score of the keywords. Then, you can continue to add or delete words based on the display and clicks of the keywords. Here we only simply list the methods of adding words. The methods of adding words later still require you to concentrate on studying.

Common problems

1. High collection, no conversion

Products with a high collection volume must be more popular products. As long as the problems are found, conversion will not be a problem.

Solution: 1. Check whether it is in season. 2. Check whether the unit price of the product is too high, whether shipping is free, whether competitors have any promotional activities, etc., which may cause customers to hesitate.

2. Imbalance between Input and Output

This is a common problem because the direct traffic keywords are expensive and the conversion rate is low, which leads to this phenomenon.

Solution: Take a month or longer as the base period, pull out the keywords that have only been clicked but not converted and collected within 30 days, delete them, and optimize the store page at the same time. Deleting keywords is something that Through Train can do, and the purpose is to control input. If you want to achieve output targets, you can only do so by optimizing the store.

3. PPC is too high

The average cost per click is too high, depending on the industry category. In some categories, one click earns more than ten yuan, which is determined by market factors. If you want to do it for one or two yuan, I can’t help you. But some stores have different weights. Some have high PPC and some have low PPC. I just say that the general PPC is about the same.

Solution:

1. Add more keywords and disperse the clicks. For example, if you need 100 traffic, you can get it by raising the bid, so you may need to bid 10 yuan, and the PPC will definitely be higher. If you have a hundred keywords and bid the same amount, and each one can bring in one keyword, then your PPC will definitely be controlled at around the same amount.

2. Add more treasures, the principle is the same as above.

3. The time-sharing discounts within the site are reduced, while those outside the site are increased. Off-site traffic is usually cheaper, and can be used to lower on-site PPC.

4. Convergence. Lowering keywords with high cost per click to the current account PPC level, and raising keywords with low cost per click to the current account PPC level, and concentrating them on the same horizontal line can also achieve the goal of controlling PPC.

4. Natural traffic has conversion, but through train does not

I think this is also a problem that confuses most people. For the same product, the direct traffic and natural traffic are different. Why is this? The possibility I can think of is that different traffic entrances lead to differences in users.

Solution: Split the natural traffic title and add keywords to the through train.

Summarize:

When newbies are learning about through train promotion, they need to understand the most basic operating logic to help us operate the through train better. Generally, in the early stages, it takes a long time to accumulate experience and then look at the data itself to analyze the data. In short, you need to read and learn more.

Author: RADISH

Source: Lao Li E-commerce