Tmall agent operation: say goodbye to the high cost of the direct train, and make ROI seriously

The word "burn money" is probably the first reaction of many businesses to mention the direct train in the trust of Tmall's online store. The direct train is a paid promotion tool, and investment is necessary, but we cannot burn money in vain, we want to pursue returns. Today, I would like to share with you how to make the through car more valuable, pursue the roi we have been pursuing, and reduce the fare to win returns.

1、 Key words - the origin of section source
1. Choose the right word
In order to have obvious effects, the first step is to start with keywords. For Tmall's online store hosting on behalf of the operator, the selection of keywords is familiar. From background recommendations, business advisors or their own combination, find more keywords with competitive advantages, and pay more attention to changes in Taobao to find soaring words at any time. After finding the key words, we also need to conduct data analysis, analyze the recent trend of the key words from the comparative analysis of the data, and determine whether there is a potential for launching.
We can analyze the key words from the traffic analysis data, see the recent trend of the key words, and show, click, and transform a trend, not just to see the trend rising one day. Then we can also see the distribution of the keyword in different regions, as well as the distribution of the keyword inside and outside the station, PC and wireless. From these data, we can roughly judge the value of the keyword, the future launch trend of the keyword, which platform to focus on or which regions to focus on, The data will give us a good guide.
The key words should not only focus on the accuracy of drainage, but also pay attention to the skills of delivery, so as to be more direct and practical, and regulate the key words in the right position to play their value. After the words are selected, they will be put into the car. Then, the creative picture filling test will be followed. After many rounds of tests, the promotion ideas with high click rate will be found. The selection and mapping are all completed through the pre test of the through train. After these tests are completed, the promotion will be given the right direction, and then the word selection will be more meaningful.
2. Do the right optimization
Driving in the early stage is to lay the foundation and improve the basic weight. In the later stage, it is necessary to optimize the keywords to get the traffic and sales volume needed to promote the baby, and optimize them through such operations as price adjustment and deletion of keywords. Optimization is to optimize the keywords. If the optimization is not in place, the price will become more and more expensive. The through train becomes a money burning tool. We need to rely on the through train to obtain more accurate traffic and better rankings of Babies, so as to improve the weight of Babies and improve the overall sales of the store.
Then how to optimize and adjust keywords becomes the key. We need to make correct choices and price adjustments to maximize the value of high-quality keywords. After keywords are put into use for a period of time, we need to analyze the data, and then formulate optimization rules to adjust key words according to our own category. Some reports in the pilot version of fuel-efficient treasure are very suitable for data analysis Basic data of the industry, and real-time effect reports can monitor the performance of keywords for a period of time, and can be adjusted in a timely manner. It is suggested that sellers who need it can take a look. Whether the keywords in the optimized plan are high-quality will also affect the keywords added subsequently. The data feedback of the optimization effect is good, and the overall plan will improve faster to achieve long-term benefit development.
How to optimize and adjust the data of the planned keyword Tmall proxy operation online store hosting?
① Keywords with high presentation and high click rate: keywords with good click rate are relatively good and can be promoted with appropriate efforts to ensure the top ranking, but the later stage mainly depends on the conversion rate data. If the conversion can reach the market average, maintain the status quo or appropriately increase the bid, and expand its related words to join the plan; If the conversion is lower than the market average, it will be determined according to the baby's profit space. If it can be profitable, it can be observed for a period of time. If the conversion value is low, the bid will be appropriately reduced.
② Show high and low click keywords: for such words, we should strive for more clicks. First, we should look at the correlation between keywords and Babies. For keywords with high correlation, we should focus on optimization. First, we should adjust through optimization and promotion of creativity, and consider comparing Babies' own price, sales volume, main map and other factors; This kind of words can be observed by changing the matching method and appropriately reducing the bid. If the click rate has not been improved after adjustment in the later stage and has not been converted, they will be deleted.
In addition, there are several types of keywords that need attention. We optimize keywords by category. Different types of keywords have different optimization policies. We try to optimize and improve the effect of keywords. Keywords can be adjusted into the following categories:
A There is a word of deal
Our ultimate goal is to facilitate the transaction. The key words of the transaction are our focus, and they are the main force of ROI in the later stage. Key words with conversion must maintain the ability to attract customers. Traffic is the premise to promote the transaction. On the premise of ensuring the conversion rate, the bid can be changed slightly. Keep an eye on the conversion rate data. If the conversion rate drops, analyze the reasons in time and make adjustments
B Only clicked words
There is a kind of keyword that is always deleted. Unfortunately, it has little value to keep it. It can be said that it is flashy, which can bring traffic to the baby but hardly form a transformation. To analyze such words, you can keep them if you can, but you can't delete them if you can. First of all, it depends on the degree of correlation. Keep the keywords with good correlation. The next step is to adjust the matching method, set the search crowd, etc., to make the drainage more accurate. If there is no conversion, the bid should be reduced. Observe for about a week, and delete if there is no conversion
C Words not clicked
If it is a precise long tail word, you can first try to increase the bid, optimize the ranking to give more opportunities to show, try to promote the ranking to the home page position, remember that it is a long tail word. If it is a hot word, first change the matching method or appropriately reduce the bid, compare the front and rear parking space competitive products, and highlight the position of the slot's own product advantages. If you haven't clicked for a long time, you will delete and replace the new word
D Only collect and purchase words
This kind of words have potential and need us to cultivate them. Don't delete them blindly first. If the click unit price is within the acceptable range, continue to launch and observe, and stimulate buyers to achieve conversion by collecting gifts, sending coupons to additional users, etc; Pay attention to ppc for such words. If it is acceptable, continue to launch. If the ppc is too high, reduce the bid

2、 Click rate - soul of festival source
When it comes to reducing the cost of Tmall's online store hosting direct train, the high click rate is the first one. The higher the click rate of the same cost, the more traffic will be obtained. However, there are many factors that affect the click rate. The faster the click rate of the key influencing factors increases, the more important the factors that affect the click rate are.
1. Key factors
Keyword ranking: the ranking must be clear to everyone. If you can't find the ranking on several pages, the click rate will be good. As long as the promotion map of the top three home pages and the wireless home page is not too bad, the click rate will be relatively high. But not all keywords must compete for the top three positions. Generally, local tyrants can afford to play. Pay attention to the analysis of different keywords to improve the click rate and maximize profits. The ranking function of Save Youbao will recommend keywords that are suitable for you. It supports PC and wireless to bid respectively for ranking, and the data effect is also clear. No manual intervention is needed to get the right position.
Promotion picture: pictures are the most attractive to consumers. Good pictures can catch the attention of buyers at a glance. Pictures show that the selling points of babies are the key points. The overall creativity conforms to the product, and the background application highlights the product. Don't just think about using exotic pictures to create differences. Some category products can be more favored by a simple white background map, which is based on the category, While creating the advantages of our own products, we should also pay attention to analyzing and comparing the pictures of competitive products, and highlight the advantages in comparison.
Keyword: What kind of words you choose determines the foundation, and how you optimize the keywords determines the height. The effect of our through train is reflected by optimizing the keywords step by step. Different keywords will be used in different periods of baby promotion. The larger the proportion of high-quality keywords in the plan, the faster the weight of the overall plan will increase, and baby ranking will rise accordingly.
2. Key factors
Selection: Selection is more important than hard work. Some styles are good without promotion click rate, which is the inherent advantage of styles. Just like today's society, with high appearance, more people pursue good styles. The higher the audience rate of good styles, we have to go through a through car test before getting on the car for promotion, and then go to focus on promotion
Promotion title: the title is an aid to the promotion map, which can increase the click rate. It should include the key attributes of the baby. Branded products can be added with brand words. Unused keywords or special symbols should not be used, and waste words should not occupy the place. Another point is that keywords in the title increase relevance, which can improve the quality score of keywords
Comprehensive data: Baby's stay time, visitor depth, and skip rate will also affect the click rate. While optimizing the click rate, we should also pay attention to the collection and purchase of data. These are relatively intuitive feedback, which can affect the improvement of click rate, pay attention to comprehensive development, and optimize the overall data of Baby.
3. Additional factors
Product price: pricing is a science. We should combine our own product profits and the prices of competing products, and take into account the promotion costs. It is not a long-term way to lose money and earn a reputation. We should keep making profits and let customers feel cheap. This requires pricing research, analysis of target sales groups, and positioning at a reasonable price acceptable to the target group, The price segment of Taobao search can be referred to
Product sales volume: the sales volume is clearly displayed in the through train parking space, and the higher the sales volume, the more advantageous it will be. The products promoted on the train should have basic sales volume, and the display of hanging parts is not good; If there is a merchant promoting the same model, it should avoid competition if its sales volume does not have an advantage. If it has sales volume advantage, it can compete with it
Store activities: activities can more stimulate buyers to place orders. Some consumers are impulsive shoppers, unable to resist the temptation of the activities. The activities are good at improving the transformation, but also improving the customer price. Marketing is a good catalyst, and the marketing atmosphere promotes the placing of orders.
The promotion of click rate is divided into primary and secondary ones. The key factors must be more obvious to the improvement effect. When the direct train burns money, don't blindly reduce the bid. First, think about how to improve the click rate, which will be more effective and reduce the cost of the direct train.

3、 ROI -- Section Source Required
Roi, we can analyze and consider from several aspects. It is not that the direct production of the through train is more representative than the data fed back. We need to look at the data more comprehensively. The promotion effect of the through train is not only for promoting products, but also for the overall effect of the whole store
1. Direct roi
This is the roi value in our through train data report. It is the input-output ratio of the through train to promote the baby, which can reflect the cost value of the baby. It depends on the customer list, conversion and cost of the baby. The fuel saving treasure can start the long tail word plan, efficiently and cheaply lead the flow. It is good to do roi. It can combine big data algorithms to select words and bid intelligently, Long tail plan is more accurate in terms selection, and can achieve better roi data.
2. Indirect roi
This data can't be ignored. Now we should consider the effect of the direct train more comprehensively. Some direct rois may not be profitable, but the sales of related babies driven by the direct train are also the promotion effect of the direct train, which drives the sales growth of the whole store, and indirect rois can make the whole store profitable. So the promotion of the direct train is very effective.
3. Roi based on sales
The narrow understanding of Roi is based on sales. In our subjective perception, output greater than input is profit, which is based on the definition of sales. However, our products all have costs. When the product subtracts costs and then compares with input, it is the decision of profit. Therefore, this roi is not accurate. We need to introduce the next profit based roi.
4. Profit based roi
Whether we are profitable depends on the profit of the product, which is the broad sense of roi. Even if the roi is very high, it is also a loss if the profit of the product is very small. When the profit of our product is 50%, it is just a break even if the roi is 2, so we try to choose products with large profit margins as the key promotional models when selecting promotional products.
Understand the multiple meanings of roi. If we want to improve, we should focus on customers, seriously improve the shopping experience of buyers, and improve transformation. Will the improvement of roi be far behind. To find ways to guide customers to place orders, we can use appropriate thinking and marketing to help achieve the goal. Here are some ways to share:
① More than display purpose
Consumers pay more attention to the use of products when buying products. The value of products can attract buyers most. However, when we convey the use to customers, we do not simply list them. The selling points should be introduced clearly, and the best selling points should be extracted. If possible, video presentations can be taken to increase consumers' awareness of the products.
② Follow up consumption thinking
Consumers will inevitably hesitate before placing an order to purchase products. Customers may have doubts about products, prices or uses. This requires customer service to find the buyer's questions in customer communication, solve the customer's problems in good faith, and customers will agree with your service to purchase products. Customers who have not paid after placing an order must follow up.
③ Hunger marketing means
This is a kind of psychological and tactical marketing, which gives customers a sense of nervousness. The most common thing is to limit the quantity and time, so as to promote customers to place orders as soon as possible. Thing is the most expensive thing, and what they can't get is always the best. Limit the purchase and quantity from time to time, so that consumers can pay attention to your store and often come to see it. This will promote the probability of closing a deal and placing an order as well as the repurchase rate.