There is a problem that many friends will encounter when opening a store. That is, the store can't get in the flow, and they don't know how to bring in the flow. It can be said that Taobao is no longer the time to open a store and get traffic. It needs refined operation, precise population and data analysis. According to the trend of the platform, if you want to push good products to people who can match our stores, you must follow the rules. Rules are the development trend of the platform and the change of the buyer's consumption behavior.
The traffic provided by the platform is extensive, imprecise, and many of them are useless. This requires us to constantly guide and refine these traffic. Especially during the promotion period, the overall traffic also increased with the market demand, and the search and other entry traffic were good. To build a foundation, stores should follow the market. When the market is good, they should take advantage of the momentum. When the market is calm, they should be stable. As a new merchant and a late comer, you should open your own traffic port from the traffic pool of the platform.
If you want to improve the flow of stores, you should take action. A businessman asked me how to drain the store before, but he was unwilling to drive and Taobao customers were unwilling to do so. I felt that the cost was too high outside the station, so I can only say that when the lights burned out the lock, the dogs licked the noodles, and the chickens pecked the rice, your store will be built naturally. Next, let's talk about how to ignite traffic through Taobao's agent operation:
1、 Use the through train to create keywords and precise traffic:
For shops, the through train is now a very useful drainage tool. Why do you say that? Because your new store has just started operation, only the basic traffic is there, and no other weighted traffic comes in.
Through the through train, we can actively attract customers, because we need to select keywords to attract customers, and keywords are put in combination with product titles and hot search words in the market. The traffic obtained is a more accurate visitor for the baby, which can have a good collection and purchase conversion. Only when baby can sell goods can the next flow enter.
The key point is that now the through train is optimized, which can effectively drive the flow of online shopping. It is weighted for stores, which can better strengthen the crowd label of products. The embarrassment of the through train is that at the beginning of the operation, the plan weight is relatively low, and the PPC is relatively high, so the initial operation is needed to increase the weight and reduce the cost.
In order to control the PPC, I usually control the selection of three parts: click rate, bid card position, and keywords. Filter the keywords with high hits 5-10, and the daily limit is controlled at 100. For the bid, the system reference price is given priority, not the high position, but the middle position. The matching method first uses extensive matching to get the display position. According to the display of keywords and the click situation, the price is adjusted twice to increase the click rate.
The click rate can reach the industry average and be adjusted to accurate matching, further improving the accuracy of traffic and the effective weight of click rate. With such a click rate as the core, and with refinement and adjustment, the account weight can rise in 3-5 days. When the weight is increased, the cost will be reduced. Do not adjust it in a large range. First, stabilize the data, and then increase the daily limit, adjust the price, and enter the operation of forward flow.
In the actual operation of the through train, we can make more plans to divert the flow, because now Taobao stores are not suitable for directly promoting one treasure (except for the big standard products), but for the operation of many popular brands. Multi planned low price drainage can drive the traffic weight of multiple treasures and revitalize the whole store.
2、 Intelligent promotion - obtaining initial traffic:
Many friends are puzzled about whether to operate the intelligent promotion. Because some say they can do it, and some say they can't.
To do or not to do, you should be clear about what the role of intelligent promotion is to do, and what the purpose of your launch is.
The intelligent promotion itself is that the system automatically delimits the crowd flow to obtain the flow according to the crowd dimension of the store, and the result after the launch is:
(1) There is traffic, but there is no good conversion. The store has crowd tags, but the crowd needs in-depth optimization.
(2) There is traffic, and the transformation is also good. The store has a good crowd dimension, so it can get traffic and sell goods well.
(3) No traffic, no presentation, no good crowd dimension in the store, and no traffic matching in the system.
3、 Super recommended drainage - get homepage traffic:
Super recommendation, which can be said to be an important drainage tool for Taobao this year, basically replaces the previous direct promotion and drainage of direct trains. At present, the function of orientation is relatively weak, and it is necessary to cut off orientation in the phased upgrade.
Super recommendation is displayed for the crowd, mainly through which you can get home page traffic.
However, the basis for the flow of super recommendation is that the store has a good crowd dimension, so it needs to cooperate with the through train crowd to launch in order to have a better promotion effect.
4、 Taobao customer diversion - accumulated sales:
Taobao customers, as the advertising form of cps, also suggest business friends to operate. Of course, you will consider the problem of a crowd, whether Taoke will disturb the crowd label of the store. Therefore, this aspect should be combined with the product situation, suitable for low-cost babies to do, because low-cost babies pay more attention to the price and sales of babies.
Taoke has no sales weight, but has a sales index, so it is still helpful for certain products.
Taobao customers recommend products to buyers, earn commissions, buyers get product discounts, and sellers can sell products.
In practice, it should be noted that in order for Taobao customers to better collect your products, you need to analyze the commission ratio of similar babies, and where the selling points of more promoted babies are.
Taobao customers will set it up, but only by optimizing their product base can someone help you push it. Otherwise, you will tell me that I have set up Taobao customers, but no one will buy them. Moreover, we should also analyze whether our products are suitable for Taobao customers to push, because we have to face more buyers in order to achieve high transformation.
Taobao customers are unwilling to push too few treasures, and the low frequency of buyers' purchase will further reduce the promotion effect of Taobao customers.
Tips for Taobao agent operation: If the store wants to do a good job, it must do a good job of drainage. Your hard work will not be wasted. The traffic is not coming from waiting, but from competitors of the same kind. You will have a big hit!
