6.65438+2008 is just around the corner, how to harvest traffic crazily and build an explosion group with a monthly sales of 3 million!

In the current e-commerce environment, competition is cruel. If you choose to persist, you can only grow in the competition and continue to be the mainstay in the field of Taobao in the process of growth. The survival of the fittest in nature, the middle of the year is approaching, how to quickly counter overtaking in corners?

After the last dry goods sharing, the number of collectors was 70, and the comments were 70. Many businesses have come to me to ask questions:

For example, after the revision of the through train, how to quickly optimize the click-through rate, how to quickly drive the natural search for the through train, and keep the through train traffic growing synchronously. Why does natural search traffic fluctuate? S list is weakened, and no traffic can be obtained? Recent temperature changes have led to unstable transition, and summer search traffic is difficult to maintain. How to adjust the through train and so on? ......

6.65438+2008 is a one-month promotion. Many merchants asked me how to lay out the through train next, how to detonate the store traffic, what ways are needed for the through train to pay for drainage to drive natural search, and what are the specific operation methods?

How to share a piece of the action? Go all out and start working now. I believe you won't miss the mid-year promotion feast!

Next, around the problems of merchants, I share with you how to harvest traffic crazily in promotion, solve the problems in store operation with systematic thinking, and improve sales and overall efficiency.

6. 18 is not as good as double 1 1 and double 12, but it also plays an important role in Tmall promotion activities. You can get ahead in this wave of traffic, and you can also enter the happy race circle well, increase the weight of the store and overtake the competitors.

Based on the two core words in Taobao field: "flow" and "conversion", if you solve the flow problem, you will solve the problem of customers and "conversion" well, and your sales and profits will directly double. Traffic is divided into paid traffic and free traffic. The acquisition of free traffic is based on paid traffic, and the sources of paid traffic are mainly through train, drilling exhibition and taobao guest. And free traffic, natural search, hand-amoy home page, etc. All of them are related to the excellent data dimension of products and stores, which depends on whether we use strategic and tactical thinking to solve intractable diseases in store operation.

Now I'd like to share with you the six-level feminine products. How to choose a new product to detonate quickly in just three months, break through level 6 and sprint 6. 18!

I. Pre-selection and measurement of funds

For the choice of our style, we test the data, for the through train data, look at the accumulated data of one week, comprehensively compare the click-through rate, collection purchase rate and transform the data. Because the off-season needs to be warmed up, I analyze that the overall collection purchase rate is above 6, and the core word of the conversion rate combined with the business personnel and the through train data category is 3, so the data in the peak season will be better and can be directly introduced.

2. Weight optimization of baby foundation

1. For new products, the basic sales volume must be zero, and printed matter and real buyer show must be done, which is conducive to our weight accumulation in the early stage, especially in the weight period, and is conducive to the rapid promotion of weight.

2. According to the weighted cycle of new products, ensure the increase of traffic, analyze the data and solve the transformation problem. (Including keywords, the accuracy of the crowd, the formulation of the customer unit price of the previous category, the intensity of promotional activities, the packaging of product advantages and highlights, and the positioning of the product crowd)

3. Through-train testing keywords and people, quick trial and error, is conducive to the reasonable investment and control of later promotion costs.

4. Do a good job in the monthly sales target of new products, integrate our competing products, help improve the conversion rate and natural search traffic on the basis of supplementary orders, and at the same time drain at low prices to promote product sales.

Three. Through train plan

1. main push scheme: main push, according to the measured data, choose products with high conversion rate, large flow and large sales base, which makes it easier to create small explosions.

2. Auxiliary push plan: money is drained, the cost per click is cheap, and there are many collections to buy. Relying on natural flow, continue to sell, but the through train budget can be set appropriately, and low-cost drainage can continue.

3. Keyword selection: For example, some non-standard products in women's wear category, and many long tail words and product core attribute words are laid out to improve the accuracy of traffic. If it is a standard category, pay attention to the importance of keyword location, and the competition is fierce. Card position, improve the weight, and stabilize the click-through rate and ranking when the weight is possible.

Daily optimization should pay attention to keywords, grasp the overall click rate:

(1) For keywords with large display volume and low click rate, analyze the industry situation of keywords. If the industry traffic fluctuates, lower the bid appropriately. If the standard product is big talk and second class, match it accurately and improve the click-through rate.

(2) The click-through rate is low, and the traffic is low. By collecting and purchasing the converted keywords, the bidding price is appropriately raised.

(3) Collect keywords with high purchase, high conversion and low traffic, and appropriately increase the premium.

(4) Delete keywords that have not been converted for a long time, have not been collected and purchased, and generally have high conversion costs. For the text that is not displayed or clicked, there is still no traffic or too much performance. Delete it directly, and improve the overall weight of the plan through the weight of keywords.

4. Crowd test: according to the attributes of our products, select the appropriate crowd tag matching, and analyze it in combination with the customer base of the business personnel industry, subdividing it into age group, occupation ratio and monthly consumption quota.

This is the crowd after the test, and the comprehensive click-through rate and collection plus purchase are quite good.

The same is true for crowd optimization, which can improve click-through rate and conversion rate through reasonable premium. Note: don't pay the premium of 300 directly in the early stage. If your keyword's actual bid is too high, or the baby's weight is too low, the direct premium will be high, so the final deduction will be high. So it is obvious that we need to know the characteristics of the crowd. In the case of low keyword deduction, high weight and low bidding, a low premium can be paid. Similarly, the click-through rate is high, the cost is high, the collection is increased, and the premium is appropriately reduced by transforming the general population; People with less display, low click-through rate and low traffic will raise the premium appropriately, while people with high conversion rate, more collections, more purchases and high click-through rate will raise the premium appropriately. For people who have not been transformed for a long time and have poor production, the deletion will be suspended to ensure the accuracy of the whole population and improve the transformation.

5. Increase the weight of the through train: optimize the click-through rate in the early stage, grasp the relationship between the whole and the part, solve the six core steps, achieve accuracy without core points, optimize the click-through rate and score easily. For example, on the first day and the second day, it is easy to ensure that the number of clicks is increasing and the click rate is rising steadily.

(1) According to the traffic analysis, analyze the click rate of the core words of our products, and at the same time measure the click rate of our pictures when paying to meet the requirements of the industry.

(2) After scoring, if our click-through rate is excellent in the industry and the traffic is increasing, we will gradually increase the daily limit according to the shopkeeper's budget. If we burn money faster and faster, we can adjust the time discount and reduce the PPC by 3-5% at a time until our daily flow is relatively stable. If the keyword ranking is still high, we can slowly drag the key bids every day and increase 1-2 gross each time.

(3) Improve 3)ROI, constantly improve the keyword ranking and crowd layout with high yield and high conversion, optimize the conversion area of the trading area, refer to the trading words of peers in the list of commodity stores, put the converted words into the through train, and improve the keyword weight. For standard categories, expand the input-output ratio and the number of transactions, while ensuring the stability of click-through rate and ranking when dragging prices. Let's look at the data of a standard category of low-cost PPC and high-output through train:

After the optimization of our through train, we will further enhance the natural search traffic and increase the number of keywords included and purchased. And our PPC is getting cheaper and cheaper, and the same budget flow is more. We can appropriately increase the budget according to the owner's own affordability, further increase the flow and increase the number of collections and purchases. The natural traffic of the through train will be more exposed, and the natural search traffic will rise faster.

Now back to this female product, let's look at the through train data: the PPC has dropped from 2.2 1 yuan to 1. 15 yuan, and the industry PPC is probably PPC 1.8 yuan, so we should pay attention to operating the through train. If the click cost of our through train is high and the PPC of the industry is slightly lower, then there will be a lot of data space for us to drag the price and optimize the through train.

Of course, the unit price of some categories is low, even if it can be converted, the ROI is average, so the paid traffic is only an auxiliary drainage function. What we need is to use the violence of through train to improve the natural search traffic. In fact, Taobao's traffic is the most difficult to obtain during the weighted period of new products. We set the goal step by step, surpass our competitors, improve the sales volume and conversion rate of stores, and the natural flow will grow faster.

This is the trend of natural search traffic for women's products: the single product search traffic increased from 2000 to 10000+ in a single day.

In any store, the product foundation is in the early stage, and the product transformation is good and the purchase is good, so the transformation can continue to keep up. Before the arrival of the peak season, the traffic will continue to expand and increase the proportion of centralized purchase. With the help of the through train, the search traffic will rise faster. Similarly, in order to make a product explode, the selection and measurement in the early stage, the optimization of baby foundation, the driving of paid traffic and the introduction of natural traffic will all play a very important role, and secondly, we must sprint with the help of activities.

This is the single product sales: about 310.5 million, mainly relying on the through train to pull up the manual search and manual home page traffic.

This is the homepage traffic of Hand Amoy, which began to break out slowly at the end of April, and gradually expanded the traffic through resources, and the traffic entered the pool. In addition, the keyword weight of the through train has increased, the click rate has been continuously optimized, and targeted planning has assisted. The traffic on the homepage of Hand Amoy reached a peak of 65,438+10,000 visitors. Recently, affected by the weather, the transition is unstable, resulting in fluctuations in traffic, and peers still can't catch up.

For many non-standard products, such as women's clothing stores, an explosion is definitely not enough. If there is only one explosion in your current store or there is no explosion group, then the profit margin is very small. In the next month, we must seize the time to warm up, measure the drainage quickly, and drive the sales of other products. 6. Complement (1) store decoration, vigorously promote 2-3 models of treasures with better sales in the store now, set preferential conditions during the promotion period, prepare the main picture and details page, and create a promotion atmosphere. Do a good job in related sales, do a good job in the product details page to match the baby's links, as well as the store activity promotion map and jump links; Combining the highlights and selling points of the products, we will work hard on pictures and copywriting, guide buyers to buy more treasures, strengthen the professionalism of customer service, give buyers a promise of satisfaction, enhance transformation, and stimulate the search popularity of stores.

(2) Activities: Cooperate with mainstream activities such as bargain hunting and bargain hunting. To increase the sales of the store. Some categories with high customer unit price, such as furniture beds, drilling and exhibition drainage, circle accurate crowds, and through trains form a closed-loop flow, lock in our accurate customers and improve conversion.

Today, I will share with you how to play with the explosion. The idea of low-cost through train drainage is very suitable for many businesses. I hope everyone will be inspired after reading it. If it helps you, I hope to communicate more. In the next month, I hope everyone can create their own explosions. I wish everyone a 6. 18 victory in advance. I'm Yao Xi from E-commerce. See you next time!

Editor's Note: The source of this article is e-commerce Yao Xi.