Know the necessary skills for Taobao drainage, and master the weight lifeline of the through train!

How to improve the weight of through trains? Taobao's agent operation knows that for most sellers, the through car is their common promotion method, but whether your through car is good or not is helpful to your store, it depends on how you do it, and whether you have done well in the important points. Today, I will talk about these important points to see how you are doing. For those that are not doing well, I hope they can help you and improve the weight of your through train. Today, I will talk about the display volume and click rate first.

1、 Display volume
There are only two factors that affect his presentation, one is the style, the other is the choice of words.
1. Style
Whether most people like the style of your baby has a direct impact on your display, so you must choose a style before getting on the bus to see if everyone likes it. Because it is difficult to push a baby with ordinary popularity, because there are few people in demand, we need to select a baby that is suitable for the public, so there are many people searching, The opportunities to show will also increase, and it will be easier to explode.
When it comes to selection, what data is the main reference for Taobao's agent operation during the test?
(1) Click through rate: The first thing to do is to observe the click through rate, because the click through rate directly reflects the buyer's love for this baby. In the case of a fixed number of displays, the higher the click through rate, the more popular the baby is, and then select a product that is higher than the average in the industry.
(2) Conversion rate: after the traffic comes in, how can we further prove that this is a favorite baby? This time it depends on the conversion rate. In the case of a fixed display volume, the higher the conversion rate, the higher the sales volume, the more popular the baby is, and then choose a product that is higher than the average value of the industry.
(3) Collection plus purchase: Collection plus purchase reflects whether your baby has potential and is worth doing. The more collection plus purchase, the more your transformation will be after optimization in the later stage, which determines whether the baby has potential and is worth doing. Then the collection plus purchase rate of this baby should reach at least 10%.
(4) Visit depth and stay time: If the visit depth is high, it means that the baby is more popular, which is worth pushing. The longer you stay, the more attractive your detail page is. At least 3 minutes or more, the more popular this baby is.
One thing is that the traffic on the wireless end is taking up a larger proportion now, so when you look at the data, you should focus on the good data on the wireless end.
2. Word selection
Whether the choice of words is good or bad is related to your baby, which determines whether the foundation of your through train can be laid. For the store, at the beginning, it is unnecessary to add too many keywords. It is important to select a small number of high-quality keywords in the early stage to lay the foundation for this small number of keywords. One careless move is to lose everything. The suggestion is to choose long tailed words with high relevance to babies and more accurate drainage. There are many ways to choose words, and I will not repeat them here, Only what suits you is the best.
After selecting words, take a look at the regions with good presentation and clicks in the recent period, and select these regions to launch, which is conducive to quickly improving the click rate, cultivating keywords, improving keyword quality scores and plan weights in the early stage. After the quality score and basic weight of the keywords are maintained, more keywords will be added, which is easier to control, and the score of the words added will not be too low.

2、 Click rate
The click rate is related to the amount of presentation and click rate. The click rate obtained on the basis of a certain amount of presentation is meaningful. The click rate is the most important data of the through train. The click rate is not mentioned twice or once. Let's talk about the points that affect the click rate today:
(1) Promotion map: The promotion map must be the main factor affecting our click through rate.
(2) Title: The most important thing is the correlation with your keywords, which also affects the click through rate.
(3) Price: When your baby is displayed, customers will also see whether your price is within their own range, which will also have a certain impact on your clicks.
(4) Sales volume: sales volume also affects your clicks. No one wants to be the first person to eat crabs. If your baby's position is better than your sales volume, but your prices are similar, you are recommended to give up and take second place.
(5) Keyword bidding: The level of your bid determines the location of your baby. The premise is that your quality score and weight foundation should be well laid. Otherwise, no matter how high your price is, there will be no good location. The number of bids determines your position, your position determines your presentation, and your click through rate depends on your presentation.
If you choose a word and offer a price, you should not think that you will be fine. You should continue to optimize, adjust the existing keywords according to the data obtained, delete some underperforming words, and then add new words. If you don't delete the underperforming word, you will sooner or later lower your weight, so you simply delete it earlier, Add new keywords and optimize them in this way. In the end, there are high-quality keywords in the plan, which is very helpful to your plan weight, store level and click through rate. So what is the key word of underperformance? In one month, there is nothing to show, and only the ones that cost no deal, and in half a month, only the ones that show no click, and the keywords with low roi in one month are the ones that perform poorly, so you can safely delete them, and don't let them lag behind here. So what is a high-quality keyword? First of all, the keywords added should be highly relevant to the baby, and conform to the buyer's search habits. For such words, they are very valuable to us. You can appropriately offer high prices to improve the opportunity to show, so that the weight of your direct train will also be improved, which is a good bonus for your store.
 
The following two key points are the factors that affect the click through rate and how to deal with them:
1. Optimize keywords to increase click through rate
For keywords with high presentation and few clicks, first check the quality score of the keyword. If the quality score is OK, then check the correlation between your keyword and the baby. If the correlation is OK, you can reduce the bid, change the matching method, and continue to observe; If the key sub quality score is low and the correlation is not good, it can be deleted directly.
For keywords with low presentation and low click through rate, it is necessary to make a good analysis to see whether it is due to the low bid or the keyword itself. You can increase your bid to give your baby more opportunities to show. Keep observing. If the click rate still fails, you should follow the above method.
2. Bid for keywords
The bidding of keywords determines the location of the baby. There are many high-quality parking spaces, the right parking space and the bottom parking space on the home page of the PC terminal, and the first location on the wireless terminal. These locations are very popular. If your promotion map is more powerful, your click through rate will not be low. Of course, it does not mean that everyone has to compete for the first place, but it is still up to their ability, In the effective launch, through continuous testing to find a more suitable position to launch, strive to maximize the benefits.