Analysis of Through Train Promotion Skills

What are the through train promotion techniques? What benefits will opening a through train bring to sellers? As we all know, Through Express is an official paid traffic channel of Taobao. The quality of traffic it brings is comparable to natural search traffic.

Making good use of the Through Train can not only bring huge clicks and exposure to the store, but also add to the store's natural traffic capture.

So today I will explain to you in detail what tips we can use if we want to do a good job in through train promotion.

01. Through Train Promotion Process

1. Enter the Marketing Center in the Seller Center backend and select I want to promote

2. Enter the direct train promotion in the background, set the daily limit, delivery platform, delivery time and delivery area

3. Then enter the product selection page. Select the product you want to promote

4. Add creativity. Upload a creative picture and fill in the title (within 20 words)

5. Set keywords and bids. What matters is not the number of keywords, but their accuracy.

6. The last step is to complete the promotion.

02. The role of opening a through train

1. Enhance the weight of keywords.

The biggest function of the through train is to improve the ranking order of products under keywords and increase the exposure of products. Buyers can search for keywords to see your products in the front row and enter the product page. As the click rate increases, the keyword weight also increases, and the product's weight will also increase accordingly.

2. Optimize store crowd tags.

The crowd traffic brought in by the through train all carries precise crowd labels. This plays a great role in helping the Taobao system capture the store’s crowd attributes and allocate relevant traffic to the store.

3. Associate with the exposure rate of other products.

Customers who enter the product page through keywords will generally browse other products in the store. This effectively increases the exposure rate of other products in the store, accumulates popularity for the store, and increases the conversion probability of other products.

03. Tips for through train promotion starting from the setting process

1. Daily limit, delivery platform, delivery time and delivery area.

Set 20 yuan for each keyword, and adjust the daily limit to 300 yuan. When the limit is reached, the through train will stop automatically to avoid losses. The initial delivery platform is chosen to be within the site. As for the delivery time, we need to find relevant data to understand which time period is more active in customer browsing under the category.

2. Choose the right product to promote.

The opening of a through train still involves certain risks, so when choosing products to promote, we must select products that have a certain degree of competitiveness and make judgments based on the product's data and sales evaluation. Choose products that are of high quality in all aspects for promotion.

3. Setting of promotional pictures and titles.

We can directly use the main picture for promotional pictures. If you think the main picture is not good enough and want to design it yourself, you can also refer to other people’s high-selling pictures. The title must be in accordance with the product's attributes to improve the quality score.

4. Setting keywords.

The more keywords you set, the better. Only by finding accurate and useful keywords can you achieve twice the result with half the effort. Usually, setting about 20 keywords is enough.

The above is a detailed introduction of the through train promotion skills by Shengduo e-commerce operation teacher.

Author: Santo Business School

Source: Santo Domingo Business School