Taobao agent operation: small amount open to traffic to build stores

The through car is one of our three major paid promotions on Taobao. Our biggest impression of it may be that it burns money. Because of this concept, many of our sellers learn to do Taobao. They don't touch driving at all and want to use their luck to do pure free traffic to ignite stores. In fact, Taobao shop itself is a kind of business investment. Since it is an investment, it must be risky. We need to minimize the risk and investment and then get the corresponding return. This is what we often call the through car low price drainage harvesting method.
Previously, we talked about the basic drainage and word selection of the through train. Now let's talk about what is called the low price drainage of the through train. Many students just contacted Taobao in the early days, when they contacted the through train, they just wanted to let their babies go to the home page of the search rankings through the through train, so that customers could see our babies after searching for keywords as much as possible, so that the traffic could be guaranteed. This also led to the high fare of our through train in the early stage, and the driving consumption made our business unable to afford. Obviously, our novices can't do this because our funds are limited and our ability is limited. What we need is to attract accurate traffic through the lowest click deduction, reach a deal, and realize the early profits of our store.
The low price diversion method I mentioned to the students is also called the small amount direct train. The small amount here generally means that our daily limit of direct train is 30-50 yuan, and we can drive at a price that is acceptable to newcomers Xiaobai, so as to help our store obtain basic search traffic in the early stage. At the same time, we also need to do a good job of laying the groundwork for basic sales, achieve the goal of breaking the ice and zero for babies, improve the natural search ranking of products, and finally obtain orders through the through train.

Principle characteristics

First of all, we must make it clear that the effect of the small amount direct train is certainly slow, because we are small after all. In addition, for our products, our product quality needs to be good. Compared with products in the same industry, our product quality, price and other aspects should have advantages. After all, all promotion is based on the quality of the product itself, otherwise, the promotion may not have good results.
The principle of the small through car game is actually very simple. We still use the through car keyword drainage to improve the exposure of our product's natural search ranking, and then get good data through good product quality and quality, so that it can be captured and judged by the system, increase the product weight, and finally improve our natural search ranking.
Before driving the small direct train, we should make preparations first. First, we should pave the way for the basic sales of driving babies. This must be done well, because babies without sales have no sales weight. It is better to do 5-10 basic sales of products. Second, we should do our buyer show. The buyer show with pictures and texts can improve the payment conversion of products, The visitors who are attracted by the through car can buy our products with ease, so our low-cost through car can be regarded as a success.

Practical explanation
Now let me explain in detail how to operate the small direct train.
First of all, confirm the new promotion plan and set a daily limit. As I said earlier, the promotion amount of small direct trains does not need to be too much, and it is generally set below 50. If you are the first time driving, it is recommended to set 30.
Then there is the word selection of our direct train. It does not need to drive many keywords to drive a small direct train. The selected keywords can be the ones with data (the word selection is generally divided into those with data and those without data). For those with data, we need to check the data of the key words entering the store through the background business advice - product analysis section, Then find out the current appropriate leading words to join the through train for promotion. But now it's no good. Since the old version of the product analysis function has officially gone offline by the end of 2019, what we can do is to find the appropriate keywords through the ordered category analysis compass and push them. If you want to select words without data, you just need to find the words you want to promote from the product title.
In the word selection part, it is important for him to emphasize that if there are many core words for our baby, we can screen them in advance. The screening method is very simple, that is, through the business staff to check the word that needs the least sales, we can get a good search ranking, so that in the promotion of direct trains, we can easily get the ranking from the middle, and start with the words with low competition.
In terms of setting the region and time of launch, we can generally apply the template. If you are setting it for the first time, you are recommended to manually set it. The regions that can deliver goods can be fully opened in the region, and the early period can be fully opened in the time. If the data in the later period is poor, it can be closed, for example, there is no click/conversion in the time period from 1:00 a.m. to 8:00 a.m., then the time period can be closed directly later. We can be more flexible in this part.

In the setting of adding creativity, we can add words that are not in the product title on the creativity by default, and then we can select words with low competition or high product related in our word selection column and put them into the through train. Finally, you can view the data of this word through pivot.


 


Post optimization
After the small amount through train is opened and takes effect, we can query the through train keyword data from time to time.


So how to judge whether the words we choose are good or bad?


Generally, we can directly estimate the number of visitors brought by the selected keyword through the small formula of display volume X click rate. The better the number of visitors is, the better the actual drainage ability of the word is. Next, let's look at the transformation ability of the word. After all, words with no drainage ability but no transformation must be eliminated. After the adjustment, we will check all the words in the through train, and finally select about 10 words to drive. If the selected words are displayed in a large amount, then we can cut the words appropriately according to the situation later.


The bidding of small direct cars must be controlled accurately. Remember not to pay high prices. Just look at the ranking first and choose the words with medium ranking. If they are not shown in the process of driving later, add 10% to the price appropriately. It needs to be observed and adjusted once an hour. If there are some words, they can still rank high in the case of low prices, Then this word is what we need. We can directly put it on top. Our core goal is to slowly increase the weight of the product through the quality of the product itself and the through train function, and finally achieve the improvement of natural search ranking and traffic growth.