Premium is the soul of through train promotion. In Taobao training, premium refers to the willingness to increase the price for specific traffic, also known as crowd search premium. Simply put, the bid exceeds the original pricing. According to different situations, we divide the premium setting into two ways, that is, low out and high out.
When we talk about these two methods, let's first look at the impact of premium on product display.
In Taobao, the display of crowds follows the following rules:
From the above rules, we can know that the level of premium affects the click of keywords and the display of people. So when we set the premium, we must consider the crowd.
There are many people in Taobao, which can be roughly divided into three categories:
According to the first rule shown by the crowd above, we can know that the crowd premium of these three groups of people decreases in turn. The first group has the highest premium, the second group does not exceed the first group, and the third group does not exceed the second group. This will give priority to the first group of people, which is conducive to the establishment of our group package and will lay a solid foundation for our later promotion.
So, what's the difference between low output and high overflow methods? Which method should our shop use?
Generally speaking, the method of low output and high overflow is suitable for categories with many keywords and large display volume, as well as non-standard categories. Like clothes, shoes and bags. These industries have rich styles and obvious crowd labels; High-low spillover method is suitable for categories with few keywords, niche and standard products. These types of people are not obvious, and there are not many keywords.
The calculation of premium involves two factors, namely keyword bidding and premium ratio. The specific formula is: crowd bid = 1*( 1+ premium ratio).
For example, the keyword bid 1.00 yuan, the premium ratio is 50%, and the crowd bid =1* (1+50%) =1.5 yuan.
The calculation method of the two methods is the same, but the value of premium is different.
The premium of low output and high overflow is above 200%, usually 300%. The key is to reduce the bidding of keywords, so that all presentations can be obtained through the crowd, and the promotion benefits can be maximized through the optimization of the crowd. In this way, we can turn ordinary delivery into accurate delivery.
Generally, the excess premium is within the range of 50%- 100%.
Because there are overlapping people, there is no need to add too many people at first, and generally only two categories are added, namely, the first category of four high-quality people and the second category of people attributes. When setting premiums, priority should also be given to the first group of people as the highest premium ratio.
The promotion of through train can bring us more accurate traffic, gain more potential customers through accurate delivery, help us improve click-through rate and conversion rate, and further accumulate the weight of stores. The correct premium method is not only a good way for us to control costs, but also a guarantee for accurate flow.