The most direct and simple optimization method for through train keyword promotion!

1. First of all, you must determine the products you want to promote. Don’t have too many, unless you are a super seller. Generally, you should have 3-5 products and no more than 10 products. You must be careful not to use products with no sales for the through train, otherwise you will just wait to burn money. The pictures of the promoted products must be exquisite. It is also recommended to add appropriate watermarks to the product pictures promoted by the through train , and write down promotional information such as the activities your store is doing. In this way, your product will be more attractive to people to click, but don’t let the product picture overshadow the main product. 2. Remember to edit the promotion content management when promoting.

2. All products participating in the promotion must carefully fill in the content of the product attributes, because it involves category promotion. According to statistics, the number of customers searching by category is half of those searching by keywords, so the category attributes must be filled in carefully. How to fill in? It is best to fill in different attributes for the products you promote, otherwise the products you promote will "fight" with each other when searching for attributes! Category promotion must be done, and category bids must be set.

1: Promote one to three products, not too many.

2: Set more keywords, about 200. The price can be lower. If the price is too high, the money will be gone quickly. After a few days, observe the click-through rate of each word and its relevance to the product. Delete and replace words with no click-through rate. For words with too high click-through rate, see how relevant they are to the product. If they are not very relevant, lower the price appropriately. Repeat this process to adjust the keywords to the optimal state.

3: Product pictures are very important and must be done well.

4: Choose the best-selling products.

Running a through train is not just about daily word selection and price adjustment, what’s more important is the overall idea and goal of running the through train. First understand the role of the through train and what it can do for you, and then adjust the direction purposefully to run the through train well.

1. Word selection method

1. System recommended words

Selecting words through system-recommended keywords can be said to be the simplest and most convenient method. These system-recommended keywords need to be selected, excluded, and combined before they can be used. You can select keywords based on indicators such as the relevance of the system-recommended keywords, the average market bid, and the display volume and click-through rate.

Refer to indicators such as relevance, display volume, click-through rate, etc. to make selections of relevant keywords. In addition, recent hot search words, soaring words, etc. can also be used as references for your word selection. Do not add them blindly, but make a comprehensive analysis before adding them.

2. Analysis of through train backend traffic

The through train backend traffic analysis is also a good choice for you. You can find out the search display of related words with just one search. Download it and study the combination carefully. This approach is still a good one.

3. Combine keywords

The combination of keywords is a very good way to choose words. Keywords matched in this way have high relevance and good conversion rate. However, many buyers ignore this approach. In fact, by combining keywords yourself, you can ensure the accuracy of the initial through train traffic. Although Excel is troublesome, it is worth studying.

4. Search drop-down box

The search volume has been relatively large recently, and recent rising words will be displayed in the drop-down box. These words have high traffic, and some other attribute words can also be used for reference.

5. Borrow other people’s keywords

Another way is to directly refer to the keywords of the best-selling similar products in the popular stores in the same category, and use software such as Magic Mirror to directly apply the hot words of other people's stores. This is very easy to do and the traffic will not be small. However, it should be noted that although the traffic will come in this way, the conversion rate will generally not be very good, and you need to optimize it step by step.

6. Other ways

For example, the word selection assistant in Business Advisor, Taobao rankings, top 20, etc., I will not go into details here. The above are the most commonly used word selection methods. Don’t be lazy in choosing words. If you don’t do the basics seriously, there will be loopholes and problems in all aspects later. If you don’t choose the words well, you will not be able to drive well.

2. How to improve quality score

Whether driving is fuel-efficient or not depends on the quality score. Maybe you bid high, but you may still be ranked behind your peers with lower bids. The key is that your quality score is low! Although everyone knows this truth, I believe that many seller friends still don’t know where to start! It doesn’t matter, let’s talk about the quality score below. Let’s first talk about the factors that affect quality score:

Creative quality: that is to say, what is the recent feedback on the effectiveness of your promotional creativity? So what is the creative effect? ​​For example, the keyword click feedback of the promotional creative title, the picture click rate, etc. Through the dual creativity in the background, try to optimize the click-through rate. As long as the click-through rate of keywords is high, your creative quality score will not be too low. To put it simply, the quality of creativity is assessed by the click-through rate of the product!

Relevance: The degree of consistency between product keywords and product attributes, categories, and product-related information.

(1) Keywords and product titles, promotional creative titles. This aspect is mainly reflected in the relevance between the product title information and the through train promotion content. For example, if the keywords in the product title also exist in the through train keywords, then the relevance of this keyword to the product will be improved, and the weight will also be improved.

(2) The correlation between keywords and product categories. When the category of the product release is consistent with the priority category of the keyword, the correlation of the keyword will be high.

(3) The correlation between keywords and product attributes If the attributes of a product can be reflected in the keywords, the correlation will be high.

Buyer experience: It is derived based on the buyer's shopping experience and recent keyword effects. Factors such as through train conversion rate, favorites and purchases, related conversions, positive review rate, and customer service order-taking services will affect the buyer's shopping experience.

The above three factors will affect the quality score. Whether it is the wireless or PC side, it will be affected by these factors. The better these data are, the higher the quality score will be. When your quality score decreases, you should observe where the problem occurs and then make targeted optimizations. In essence, the click-through rate of keywords is the main factor affecting the quality score, but the relevance of keywords to the product and conversion feedback should also be considered.

You must be tired. Cheer up.

3. Factors affecting click-through rate

1. In the initial stage of keyword test, the click rate will be mainly based on accurate words. It is best to maintain the account first and then add hot words after the data is slightly stable. The traffic of precise words is relatively accurate, and has a good "conditioning" effect on the account. Although the traffic of precise words is not as much as that of big words and hot words, burning precise words can well control the cost of through train promotion and reduce the initial expenses. Wait until the account is stable and then add some big words and hot words. This will help to control the cost and effect of through train promotion in the later stage. At the same time, it can also control the accuracy of traffic and increase the click rate of promoted products. In the early stage of testing and cultivating keywords, you can try the long-tail keyword plan of Shengyoubao, which automatically adds accurate long-tail keywords and optimizes bids. After observing for about a week, you can filter out keywords with good performance, add big words, and improve the entire plan.

2. Promotional image (main influencing factor)

The impact of the first picture of the through train promotion on the click-through rate is obvious. A good promotional picture can not only get a higher click-through rate, but also attract accurate fan traffic. The role of the promotional picture is to convey information and stimulate buyers to buy. The key is to attract buyers' attention. The background of the picture, product selling points, promotional information, product display, text, etc. all directly determine whether buyers will click, which can directly affect customers' consumption behavior. I have talked about the optimization of promotional pictures many times, and the main points are as follows: the picture should be clear and attractive, the background should set off the product, there should be no psoriasis, the selling points of your product should be shown in the promotional picture, the promotional copy should be used, etc.

3. Delivery time

The click-through rate of a category is different in different time periods. Generally, the delivery of categories should be concentrated around 10 am, 2-3 pm, and 9-10 pm. Generally, the traffic of most categories will be relatively large during this period, and the click-through rate will be relatively high. For example, the time period from early morning to 5-6 am can be adjusted to a minimum discount of 30%. You should also refer to the peak traffic time of this category. Sellers can pay more attention to it, analyze it and choose the accurate delivery time.

The demand for products in different regions varies greatly. Not only factors such as season and region should be considered, but also regional economic conditions, logistics and other factors. You can open the background regional report and select areas with larger display volume and higher traffic for key delivery. Also pay attention to whether there are differences in demand for your products in the north and south. If your product is free shipping, you also need to consider the impact of logistics.

4. Keyword related optimization

You can’t just sit back and relax after choosing the right keywords, you also need to observe and optimize them regularly. I will demonstrate the keyword optimization strategy I am currently using. First, we need to observe the keyword data for the past seven days:

1. Cultivation weight

1) Add keywords:

Initially, select 5-10 precise keywords, set the bid to 1.5-2 times the market average bid, set the daily limit, and start spending. Keyword selection dimensions: they must have a certain degree of display capability, that is, the display volume cannot be too low, and the click-through rate of the keywords must be higher than the market average.

2) Keyword optimization direction:

The cultivation of new models should take click-through rate as the main optimization direction. Delete keywords with low click-through rate and increase the bids of keywords with high click-through rate. If there are deleted keywords, you can add a few more keywords and observe the test accordingly. During this period, the promotion map was further improved. Even if the keywords are precise enough, if the click-through rate is still poor, it is likely related to the promotional image and product style. Timely analysis and optimization are required. 3) Wireless terminal premium:

The click-through rate of long-tail words on the wireless terminal is generally very high. In the early stage of promotion, the premium ratio of the wireless terminal can be increased to quickly increase the overall click-through rate and thereby increase the weight.

2. Keyword bidding

1) Keyword price reduction operation:

For keywords that have impressions but no conversions or very low conversions, have been added to favorites and purchased items, and have CPC > account average CPC, you can lower the bid and temporarily retain them. If the performance is too poor, you can delete them directly. For keywords that rank high in terms of impression volume but have a ROI < 1, you can lower your bid. For keywords that are ranked high but have high average daily costs and low ROI, lower the bid.

2) Keyword price increase operation:

For keywords with high quality scores but low impressions and no click-through rates, you should increase your bids. For keywords with low collection costs but no conversions or low conversions, you can increase the bid. For keywords with good performance but higher ROI, you can increase the bid. For keywords with good output but low click-through rate, you can increase the bid, improve the keyword ranking, and test its click-through rate. For keywords with good weight but low click-through rate, you can first increase the bid, observe the data, and then proceed to the next step of optimization.

3) Keyword cleaning operation:

If the quality score of the keywords is still low after optimization and the keywords are displayed less frequently, just delete them. If the wireless quality score of a keyword is lower than 6, delete it directly. If the keyword is too unpopular, has few impressions, and no clicks or transactions, delete it directly. If the keyword click-through rate is low, and it does not increase after optimization, and there is no transaction conversion, delete it directly.

4) Add keywords:

Make sure there are a certain number of high-quality keywords in your account. The keywords to be added must have a certain display basis, depending on the display index and click index of the entire network. It depends on the quality score of the keywords and the relevance of the keywords to the product before adding them. You can add more secondary words after the quality score improves.

Regarding the operation of keyword optimization, I have written a rule package. You can take a look at it if you are interested. If you have the pilot version of the fuel-saving treasure, you can also download it directly and import it into the plan for use, which can greatly improve the efficiency and effect of keyword optimization.

5. Crowd Premium

You need to think of yourself as a buyer and stand in the buyer's shoes, setting crowd and weather premiums based on the buyer's needs.

6. Orientation

It is best for sellers to wait until the product has high sales and good conversion rates before starting targeted marketing. The promotional image should be simple and meet the directional requirements of the wireless terminal.

7. Repeat optimization

After optimizing several times, based on the 30-day cycle data, just keep the keywords that can achieve both transaction and ROI. Directly delete or lower the bids for keywords with low ROI, high costs, and no transactions.

8. Analyze the data

Everyone has a different way of processing data. Taking our example, this is already a mature hit product with monthly sales of 16,000. The natural traffic is already sufficient, and the through train traffic is already used as an auxiliary, so the through train itself must be profitable, or at least not lose money.