How to quickly increase your store sales from 0 to 3,000

1. Background

Store promotion will start on November 6th, and the landing page is the homepage. The cost quickly increased from 0 to 3,000 per day, and then maintained at 700 per day.

2. Operation process

1. Purpose of opening store promotion

Before Double Eleven, increase the traffic channels, drive store collections, and increase PPC spending as much as possible within 3 yuan. Increase the budget to more than 1,000 yuan before Double Eleven.

Based on the above purpose, the following operation optimizations were made.

2. Consistency between promotional images and landing pages

The store promotion image uses a promotion image with a high click-through rate for single product promotion, and the conversion rate of this single product is also very high in the through train plan. The promotional image adds Double Eleven promotional elements based on the time node of Double Eleven.

The landing page has made good marketing efforts for Double Eleven. The homepage poster uses the product in the store promotion picture to increase consistency.

3. Keyword operations are mainly based on big words, and the money should be spent while the collection rate is guaranteed.

More than 400 keywords were added, and the keywords were consistent with the products shown in the promotional picture. 20% were hot words with high traffic, and 80% were long-tail words. Focus on operating big words, and refer to the PPC of the direct train at that time for bidding. Monitor the cost and click-through rate of big words every 2 hours. If the cost cannot keep up, increase the bid. The figure below shows the data of large word operation.

Due to the Double Eleven period, ROI cannot keep up, so the standard for increasing is the collection rate. As long as the collection rate can keep up, it will continue to increase.

The figure below shows the one-day conversion data of the store promotion image from November 6th to November 16th. The daily collection rate is relatively good, and the keywords are continuously increased.

4. After spending the money, increase the click-through rate

After two days of operation, the cost of big words increased, but the click-through rate of some big words hovered around 0.3%. Too low a click-through rate would lead to an increase in PPC. Based on the daily click-through rate, we set center match and exact match, and then make adjustments every 2 hours. If the click-through rate is above 0.5%, the cost will be increased, and if the click-through rate is below 0.5%, the cost will be slightly reduced.

3. Store promotion effect display

From the opening of the store promotion to November 16, the average ROI of the three-day conversion was 3.32, and the store had a profit of 30%. The effect of the store promotion was very good.

IV. Experience Summary

1. Determine the purpose of driving before driving and develop an implementation plan based on the purpose. The purpose of opening this store is to increase spending as quickly as possible while maintaining the click-through rate, gain more collections, and facilitate subsequent conversions. Based on this goal, the operation mainly focuses on big words.

2. The promotional image, keywords, and landing page must be consistent to achieve high conversion rates and collections.

3. Every plan has a budget, and the budget should be spent in the early stages.

Author: 51 Learning Taobao

Source: 51xuetaobao