Tmall agent operation: teach you to use the through train to drive the monthly sales of stores to millions
Tmall agent operation
Tmall's agent operation | I believe that everyone has a certain understanding of the through train, one of the three promotion tools of Taobao (through train, Taobao customer, and Diamond Show).The through train is the most accurate tool.How to make good use of it is becoming more and more important for businesses. Today, we also focus on analyzing how to accurately launch and drive millions of monthly sales through the analysis of actual stores.
1： Deduction formula: next bid * (quality score of next bid/your quality score)+0.01 yuan Through the formula, it is important to understand that the quality score is the most important factor of the through train, and how to improve the quality score is the key to improve the through train.Next, we will focus on how to improve the quality score, of which the quality score of the mobile section is the most important.(At present, wireless users account for the main source of our traffic)
2： Three factors affecting quality scores Tmall agent operation [cpc (click rate)] [conversion rate] [ROI (input-output ratio)] (1) How to establish a high-quality click rate is a very important factor for the through train. A higher click rate can not only bring more traffic and reduce the cost ratio, but also improve the quality score of keywords, forming a virtuous circle. (2) Selection of keywords - mobile logo is selected by default, so that you can have the opportunity to display in the search of mobile Taobao and off site Taoke.For keywords with a quality score of more than 6, select the words that are highly relevant to your product. (3) When the recommendation words of the mobile phone logo of the through train are too confused to know how to choose.Select business counselor market quotation industry hot words or search drop-down box to determine the keywords for promotion.(There are many ways to choose keywords. It is totally unnecessary to spend money on third-party software to find these hot words.) (4) At the early stage, select less than 30 precise keywords for testing and screening, and remember to be precise keywords.At the same time, the budget is allocated according to the 28 allocation principles, with 80% of the cost invested in 20% of the precise words and high conversion words.In the early stage, we should pay more attention to the conversion of the later lines. The words with larger exposure usually cost more quickly. If the conversion is not ideal, we will immediately adjust the bid.The quality score of the words with higher conversion will increase with the conversion and click of the baby. According to the ranking position, the bid for the baby keywords will be updated until it is optimized to a keyword price with lower relative bid and better ranking.
3： [Key to improving ROI] Accurate advertising mode | Tmall agent operation (1) The launching regions are selected from the business staff regions, and the targeted regions with the top 10 transaction rates are intensively promoted, while the investment in other regions is suspended. Accurately launch the through train to drive the monthly sales of stores to millions (2) Find out the time point of product transaction. First, select and launch several time points with concentrated transaction volume of your store through the implementation overview of business staff. Accurately launch the through train to drive the monthly sales of stores to millions (3) After ensuring the accuracy of regions and time points.Time limited discount time debugging is carried out. At the high transaction time point, about 110-130% of the discount end is launched, which can ensure that the bid is higher, the ranking is higher, the traffic obtained and the transaction is higher, and the quality score is improved.
4： Test image click rate The reason why we put the image click rate last is that we are familiar with this area.Everyone who operates the through train knows that pictures are very important, but we often ignore their importance. (1) At the same time, more than three images are created for testing. In the previous three days, we selected the carousel launch to filter the images with high click rate for retention, and remove the images with low click rate.Three days later, select the preferred image. Normally, ensure that the image click rate reaches more than 3% (each category may be different). Such images are qualified images. (2) The creative style of the picture and the first picture of the product should be differentiated. In this way, the buyer's favorite picture types can be obtained through data, which can be used as the focus of later creative launch. (3) When comparing the released data.We must ensure the accuracy of the data, and ensure that the region, time, platform and other factors of the test pictures are basically consistent, so that the release data has reference value. After the detailed operation of the above important points, the quality score of a week can normally be fully scored.If you spend more time staring and learning every day, the quality score can reach full score in a normal half month. You will get an accurate report. A Taobao store has millions of monthly sales through the direct train operation.
