Then in the essence of precision marketing, the number of keywords is a key. Many people think that the more keywords, the better. Theoretically, each product of the through train can have 800 keywords, which is also publicized in the official tutorial. Then in the actual operation process, if a product really has 800 keywords, the result is definitely a loss. Moreover, you will find that the conversion rate of through train is very low. Why is this happening? Because such a large number of keywords violate the essence of through-train precision marketing. Lotus pond moonlight forum
There are only a handful of keywords that a product can bear, and there are many factors that we should consider on the basis of precision marketing. For example, customer's hobbies, age, search habits, product materials, workmanship, style, details, brand, season, temperature and other factors, only those keywords that meet various factors are the keywords we need. If you choose your own keywords with various factors, you will find that there are very few keywords that can be satisfied, usually not more than 65,438+000, and only consider the keywords selected by various factors.
Therefore, if we simply increase the number of keywords without considering these factors, the result is obvious, that is, we will click on a large number of keywords unrelated to the baby, resulting in unreasonable waste of fares and low conversion rate. In a way, Taobao's official forum promotes the role of many keywords, which is actually to make everyone spend more money and Taobao can earn more.
This is the choice of the number of keywords, so another point that needs to be paid attention to in through train precision marketing is the ranking of keywords. In the ranking of keywords, many drivers who just started driving often have the view that the higher the price, the higher the ranking. There is nothing wrong with this view, but in the process of operation, we will find that if many of our keywords rank in the top three, the loss will be serious and the conversion rate will not be so high. But some stores occupy the top three all the year round. Don't they lose money? In fact, those top-ranked stores are also losing money, so why do many people say that their through train output is greater than their input?
It is here that many people have stolen this concept. When they say that the output of the through train is greater than the input, they are actually talking about the comprehensive output of this baby. When the baby gets on the through train, one of the baby's traffic sources is brought by the through train and the other is brought by the popular baby. A very important factor in the ranking of popular baby is sales volume, so the essence of so-called through-train precision marketing is actually to raise the popularity of baby through through through-train, that is, various factors, not only sales volume, but also various hidden factors.
The main purpose of promoting a baby through train is to improve the popularity ranking of this baby, so that he can rely on the traffic of the through train to drive popularity in the early stage. The specific implementation process is an accurate process, including the ranking of each keyword, bidding, and the correlation between each keyword and the baby. These steps are very clear, and they are definitely not simply to increase the number of keywords and improve his keyword ranking.
First of all, we must follow an accurate concept in choosing words. This concept is that the keywords selected by my through train must have my treasure in the search results of Taobao, which can be queried through the corresponding tools. This is very important. After determining this keyword, it's your turn to bid, so the principle of bidding is to rise step by step. Usually, the bidding starts from the 13th place, which means that we must first make sure that the current keyword ranking can be displayed on the first page, and at the same time understand what the current keyword price is.
Why not come out first? There is a gradual process here, because we want to minimize the losses. If you enter the top three directly, the old shop will definitely not be able to do it. Why? As I said before, the baby who can occupy the top three for a long time must have a good natural ranking corresponding to this keyword. He can make up for the loss of the through train through the income generated by natural ranking, and what we just did is definitely unable to bear serious losses. If you meet a better opponent, he won't compete with you for the first place, and you will lose less. If you meet some ruthless people, they will continue to raise the bid of the through train and force you to raise the bid, then his baby can make up for the loss with the profits generated by the popularity ranking, and then you have no profits to support it from the beginning, so you are losing money in vain, which is why many novices who have just obtained the license can't compete with the old drivers, so high fares will make you lose quickly and be full of resentment against the through train.
Generally speaking, the first time we operate a baby, we will test the water with the keyword 10. As mentioned above, this 10 keyword must conform to the relevance of the baby, and the keyword search can appear in Taobao results. Just make an accurate bid for each keyword and make it appear on the first page. At this stage, what you have to do every day is to check whether the key rankings appear on the first page.
At the beginning of the baby's promotion, we must be psychologically prepared for the loss, and we must psychologically understand how much this baby needs to lose. How to calculate this loss, can also be called investment? In fact, it is very simple, that is, to calculate how many treasures we need to sell in the top three pages of our popularity ranking. For example, we can see that the 20 products with the least sales on the third page of our popularity ranking. Then we can calculate how much traffic is needed to sell these 20 products through the conversion rate of our own stores. For example, the conversion rate of our store is 2%, so we need at least 20 products 1000 to support it. If the single bid for the through train is 0.6 yuan, then our investment is 600 yuan. Then, deducting the profits of these 20 products is our actual loss.
Only when I know what I know can I not panic and know when I will not lose money. But many drivers don't know how to calculate, so they will bump like headless flies when driving.
Many people will say when they see this, can't I just brush the sales directly? It's fast and convenient, so I don't know if you have seen a phenomenon, that is, many babies with high sales are behind those with low sales. What is the reason? If you pay attention to this baby's through train, you will find that the baby with low sales volume can rank in the front because of his higher weight, so how to calculate this weight? Through my observation, I can draw a conclusion that if your baby clicks into the store through the through train, then the sales weight is relatively high, and one sales volume can often top several sales volumes in other ways, which is another hidden benefit of driving. This is very consistent with Taobao's consistent style. You let him earn the fare, and he will give you some soup accordingly.
Having said that, I reiterate that through train is precision marketing. This precision is not only reflected in the choice of words and bids, but also in the budget of expenses. Only accuracy can be regarded as a qualified driver. So from what I said above, we can basically see the reason why drivers are losing money now.
Then another driver is very concerned about the so-called quality score. Officially, the higher the quality score, the lower the actual click consumption, and many drivers will struggle with how to improve the quality score and reduce the cost. This idea is actually caused by the end, ignoring the essence of the through train. We can find a phenomenon that sellers who talk about how to improve quality scores are often small sellers, while real big sellers rarely talk about how to improve quality scores and reduce driving costs. We all know that big sellers have money, drive hard and drive to death. Don't you consider reducing costs? Actually, it's not. It's just that big sellers know the essence of driving. And you don't know, so you are obsessed with how to reduce costs. It's like driving a car. Sports cars consume a lot of fuel. But it runs fast. It turns out that a sports car has two cylinders. In order to reduce postage, you removed a cylinder. As a result, the postage was reduced, but the bus didn't run fast. Similarly, if some keywords have to be changed in order to improve the quality score, then such a change is like replacing two cylinders of a sports car with one, which is putting the cart before the horse.
Driving a through train is like driving a sports car. As long as you have a good steering wheel, the sooner the better. How can I think about how to save fuel? How can you drive fast for a few rich people?
Let's continue to talk about the explosion of the through train. You have read many articles about the explosion of through train, all of which are very detailed, including product selection, price setting, baby page decoration, related sales, how to set the area, delivery time and other factors. All these factors are fine, but the most important thing is how to drive the through train well. Just say that it is ok to invest money. As long as you do the above, it will explode.
This is simply misleading children. I've said everything, but I haven't said the most important part yet. So what is the most critical place? The most important thing is what I said above. What is the essence of the through train? How to drive a real car? Pushing the explosion with the through train is definitely not a simple way to set a few keywords in the through train and start burning with a pile of money. This is an accurate process with a plan, a goal and a budget. Pushing and blasting is a precise process.
Every explosion initiated by the through train is a point-to-point process, which is absolutely different from the initial four-sided flowering. Based on the experience of our senior clothing agent driving at 7: 30, let's talk about how an explosion with a through train came into being. Let alone the choice of funds, decoration and other factors. There are many articles in this field on the Internet. Let's start with keyword selection.
The first is the choice of keywords. The first selected keyword should be related to the baby title, that is, we can find our baby by searching this keyword in Taobao. It doesn't matter if this baby is on page 100, as long as it can appear in the results. This keyword needs to be queried and compared one by one. Just select the 10 key at the beginning. Of course, there are some other factors, which can be seen in the previous content, so I won't go into details here.
In the process of putting keywords in the first place, we must first figure out how much it will cost to raise the popularity of these ten keywords to the first three pages. Be aware of it, and the calculation method was mentioned earlier.
After calculating the approximate cost, we began to promote the baby and set the keyword 10 one by one. At first, the ranking will be locked in nine to thirteen. If you have more money, you can directly compete for the top eight, and the cost will be more, but the process will be faster.
Let's talk about our first goal here, which is to make the baby's popularity ranking enter the top three pages. This is our goal in the first stage.
What you have to do after setting the keyword price is to pay attention to the keyword ranking at any time, and don't change the bid at any time to ensure your ranking position. The following is the process of cumulative sales. If your store has a high conversion rate, that is, the decoration of the store, customer service questions and answers, etc. , can accelerate the formation of the explosion.
While paying attention to the through train ranking, we need to pay attention to the traffic composition of this baby. With the continuous promotion of through trains, the number of transactions is increasing, so the composition of baby's traffic will change constantly, and the changes of baby's traffic can be accurately viewed through quantum.
When we see that one of the keywords of 10 has entered the top three pages of popularity, we will raise the through train bidding for this keyword at this time. At this time, the position we want to grab is from the fourth to the eighth. At this time, we will find a situation, that is, the overall output of this baby can already fill the price difference of keywords relative to the previous position bidding, which means that our through train ranking has improved at this time, but our cost has not increased, because at this time, natural traffic can already fill the cost of improving keyword bidding.
The same operation began to improve the ranking after each of the ten keywords was ranked in the first three pages. When we get all the ten keywords to the first three pages, you will find that the popularity of the baby will be greatly improved through quantum, and the bidding for the through train will increase, but the time cost will not increase much.
Similarly, when a keyword enters the first two pages, we can also raise the price of the corresponding keyword, or continue bidding when it is stable until the product enters the first page and competes for the top three. So under what circumstances do we seek stability? This should be done steadily when we make sure that the rankings of the top three babies are very fixed, so if we observe that the top three babies often change their faces, then we can directly compete for the top three and let our babies get more traffic. Fixed ranking and non-fixed ranking are different. When you meet a master, you must be slow and steady, and when you meet a novice, you can directly shoot.
The operation process of pushing and blasting by through train is basically as simple as that. Of course, it will definitely not be so smooth in the actual operation process. For example, when encountering the same operation mode, the keyword adjustment is not timely and the logistics is not strong. It will lead to the failure of shipping.
When the above ten keywords hit the first two pages, the sales volume of the baby is not small. At this time, new keywords can be developed, and the popularity ranking of new keywords will be very good. The basic thing to pay attention to is to ensure that the through train has money, which is also said by many experts. The through train is getting simpler and simpler, and finally it is simple enough to collect money.
One thing to pay attention to in keyword selection is that you must choose non-industry main keywords for early accumulation. Don't directly choose the main keyword for promotion, or you will die. It is natural to attack the main keywords from point to surface and finally form a piece. You are also qualified to rob others.
So much for the through train experience. Welcome to clap bricks.
Attach a simple daily operation flow.
First, under the condition of constant fuel cost, increase the number of clicks of keywords as much as possible, that is, reduce the average click cost; Second, the overall conversion rate of keywords should be improved; Third, the natural ranking of products should be improved; And the fourth keyword should be optimized.
First, the overall bidding of product keywords, by adjusting the bidding of different keywords, in the case of constant fuel cost, increase the number of clicks of products and reduce the average click price. For keywords, bid adjustment is based on the following factors of keywords. Give priority to high keyword click rate, high keyword occurrence rate and high keyword quality score.
Second, the monitoring of keyword conversion rate, through the analysis of data, find out the words with high keyword conversion rate of products to focus on, improve keyword ranking and get more clicks. Improve the output ratio of through train.
Third, through data analysis, find out the natural search keywords of products, and then import the through train to rank keywords and obtain traffic. Gradually improve the natural ranking of its keywords.
Fourth, keyword screening, in the process of driving, constantly remove keywords with poor product relevance, keywords with low click-through rate and keywords with low quality score. At the same time, some new keywords will be added to screen out high-quality keywords.
These four are the contents that we should pay attention to every day. Through the continuous implementation of these four contents, the sales volume brought by through train can be increased and the average click price of keywords can be reduced. Improve the baby's natural ranking, thus driving the overall popularity of the store.