Tmall agent operation: how to create high weight blockbusters?

1、 Building the necessary foundation for high weight
Good products are the necessary basis for building high weights. What kind of products can meet this requirement?

The following requirements are necessary:
1. Conversion rate up to standard
First of all, it is necessary to know the selling points of a product, so as to reasonably display the selling points of its own products in combination with the needs of buyers. From the detail page, we can talk about how to make the conversion rate reach the standard in the following three ways:
First, high-quality buyer show pictures can be placed at the beginning of the detail page to attract customers' attention and increase the trust of the product, so as to achieve transformation;
Second, highlight the characteristics of the product, that is, the point that can attract buyers;
Third, the management product can be placed at the end of the detail page, which can effectively use traffic and achieve transformation.
2. Hit rate reaches the standard
The hit rate attainment is related to multiple factors, such as the theme, title, and transaction record, as well as the conversion rate.
3. Baby is in line with the current online mainstream sales products
As the literal meaning says, it is a product that should conform to the current trend and mainstream social values. Considering the seasonality of products, as well as certain transaction records and customer evaluations, this requirement can be basically met.
Taobao is changing very fast, so how to quickly reduce PPC to below the industry product PPC is easy for many small sellers who have no time to update their concepts and operations to be caught off guard and do not know what to do. Although the promotion channel of the through train is different from the search channel outside the station, as long as the baby meets the above three requirements, it can be called a good product.

2、 Core elements
Through train weight, that is, through train click rate, is the core element.
The low click rate of the through train will bring a series of negative effects. For example, if the click rate is at a low level for a long time, the exposure will be reduced, the weight will be pulled down, and the quality score will be directly affected. The three most important factors of click rate are: creative car map, keyword bidding, and keyword accuracy.

3、 Practical part
Practice is the most important part. Its core is to generate a large click rate in a short period of time and keep the click volume "doubling" in 7 days. And let the weight of the plan grow rapidly, and then you can start to drag the price, maintaining the click rate at about twice, and be careful not to be too low. In short, it is to "double" the number of hits on the premise of ensuring the click rate, and the faster the better.
 
The day before the official operation, it is necessary to test the long tail words with high click rate (about 10-20), and determine what price can be displayed. Generally, I will list 1.5 times the average price of the industry, and then gradually increase the price according to the presentation. It is not necessary to test the high click car map (more than 1.5 times higher than the average price of the industry) and the crowd.

Four settings: use a plan with no data for 7-14 days. Note that it cannot be the plan tested the previous day. The daily limit is based on the number of hits of the day, and it can meet the requirements. Only the mobile end is used, and the bid on the PC end is kept at 0.05 yuan. The promotion outside the station can be closed, and the promotion inside the station must be opened, so as to get the mobile home page traffic. Time discount: 35% at 0-7:00, 70% at 8-9:00, 100% at 10-23:00; All regions except Hong Kong, Macao and Taiwan.

1. Add 15 or so long tail words to one idea, and match them all accurately, and bid according to the appropriate price measured previously. The population premium is about 30%, and only two labels of gender and age are opened. The number of hits should be as much as possible on the basis of 100-300, and the click rate should be more than twice the average level. And real-time observation, follow the principle of high keyword bid and low crowd premium, delete words with low click through rate, and retain words with high click through rate.
2. The number of hits doubled on the basis of the first day, and the click rate remained unchanged at twice.
3. This time point can be scored higher, and the PPC cost can also be relatively reduced after scoring. In addition, some accurately matched long tail words and slightly larger word burn, the click through volume and click through rate of this day are required to be twice that of the next day. A little lower is acceptable, and you can reasonably lower the bid for keywords.
4. If the decline of PPC is within an acceptable range, you can increase the number of clicks. The number of clicks and click through rate are still twice as high as on the third day. If you can increase the number of clicks and click through rate, it will be higher. You should appropriately lower the bid for keywords.
5. The weight is high enough after the click volume soared in the first four days. Today, you can continue to increase the click volume. It is required that the daily limit can be increased according to your economic ability by about twice of the fourth day. The click through rate is still twice, and continue to appropriately drag down keyword bids.
6. The click volume remains the same as that of the fifth day, the click rate remains about twice, and the keyword bid continues to be appropriately lowered.
7. You can increase the number of clicks, double the click rate, and drag down keyword bids.