I don't know if the business friends have ever had such questions. For example, when the traffic is low and the market is in a downturn, should we drive the through car in our store? Is it driving to get the data, or can't we just park to save money? Let's take a look at an example of whether to operate the through train in the store during the Spring Festival.
Due to the influence of the Spring Festival and the epidemic, the turnover, visitors and orders of the store dropped sharply. The shopkeeper was very worried about the store being oversold during this period, or even failing to recover. He worked with us to improve the overall data of the store, which rose against the trend.
Shop before taking over
1. Overall visitors of the store declined rapidly
2. The sales volume of the store's main products has declined a lot
3. High turnover rate of regular customers, no promotion of through train, no data maintenance
After operation:
1. Traffic, transaction amount, payment conversion rate and order number have started to recover
2. The traffic coming in through the through train is transformed well, and the through train brings considerable production
3. The payment amount of the whole month before the operation was 87W, and after the operation, the payment amount of the store reached 168W.
The production ratio of through trains reached 23.82.
The main plan to launch the through train
Because of the characteristics of the products in the store, the store is mainly transformed by the old customers, and the main promotion of the store has not carried out the promotion of the through car, and the merchants have no intention to carry out the promotion of the through car. However, before the Spring Festival or even after the Spring Festival, if we want to stabilize our data and improve the ranking of the main products, we must seize the traffic at this time.
Because the main promotion in our store is an old product, the biggest advantage over the new product is that it has data itself, so establish a promotion plan
1. Daily quota: not too much at the beginning, but intelligently and evenly, until it can be burned out every day
2. Launch platform: only launch mobile terminal, not PC
3. Launch time: select an industry template, or set the launch time according to the visitor analysis in your store. This data is relatively accurate for the visitor data in your store.
Business staff - traffic - visitor distribution
4. Place area: set the place where we place the sales according to the regional distribution of the sales in your store
Launch according to historical data.
5. Key words: if the through train is not violent driving, it is not recommended to use big words at the beginning. Accurate long tail words are usually enough for 10-15 words in a plan
The purpose of the main push plan is to increase the number of presentations and clicks. In terms of bidding, it is generally enough to strive for a ranking of 7-10 positions. If the budget is sufficient, it is also possible to move the position slightly forward. The through train gets traffic. If the conversion data and production data are good, the PPC of the through train can be effectively reduced.
As with the normal through train operation, the keywords are gradually optimized. The keywords with poor production and low quality scores can be optimized to be small, and then big words are gradually added to adjust according to the performance.
Through train keyword data:
I usually choose to add people after the keywords of the through train are slightly stable. If the through train is still on the stage and the people get stuck, the data may be unstable. The through train people also need to be tested, because we can't intuitively know which people are our target population. The test population is divided into three stages:
First: Test population
The visitor analysis and crowd portrait in the store can be combined into the basic crowd in our store; Grading test of the population. Grading test is added according to the combination of age+gender+consumption quota. There may be many such data combinations, but we need to optimize them later
The second is to analyze the data. After the crowd is added to the test, the premium will be 10%. The premium will be increased if the performance is good, and the portfolio test will be repeated if the performance is bad
Third: data optimization. The data of people who perform well can be optimized by increasing the premium ratio and those who perform poorly.
Plan store activities
1. Contact the merchants to plan corresponding activities for the existing products in the store, such as the store's Spring Festival closed activities, and activate the old customers in the form of activities for conversion
2. Store page acceptance, home page activities, micro shopping, etc
3. Wangwang contacted all the old customers and gave them corresponding discounts to promote the increase of turnover
Process store orders and maintain data
Because after our through car promotion and store activities, the data in the store began to improve significantly, so all the orders in the store that we can send out during the Spring Festival should be sent out, and the express company should be contacted. As long as it is not a loss, all the existing orders should be sent out, so that after receiving the goods, Quickly release the weight and improve the ranking of our stores.
If we can say that after the non-stop train starts, our presentation of keywords in the medium-term optimization is quite good, but when the click and conversion are still a little hot, we need to adjust the creative map and creative title, and then we can add gifts to our details page. The keyword optimization of the non-stop train is three points, click rate, display volume, and conversion rate, This is the index of optimization. The words with good data performance are left, and the words with bad data performance are optimized.
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