How much is the through train a day? How to run the through train for 30 yuan a day (taobao guest promotes 80 orders a day)

Taobao sellers who plan to open the through train first should understand that the through train is just icing on the cake, not a timely help. Driving a through train can show more products. For the newly opened Taobao store, it is not recommended to drive a through train at the beginning.

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Why not suggest the new store to open a through train?

Because for new stores, the through train can't effectively boost your natural search. Moreover, it is well known that the through train burns money, and the newly opened new store may not have that much spare money.

Anyway, I will briefly share some tips on when to drive a through train, and some misunderstandings that are easy to encounter when driving a through train.

When is the right time to open a through train?

Two situations:

1, when your product has a certain natural search traffic, that is to say, it has been able to have a stable natural search traffic without relying on other channels:

At this time, you can drive to pull up the crowd label, because the through train can only be used as the auxiliary traffic of small and medium-sized sellers, and it is best not to account for more than 30% of the traffic of the whole store, otherwise there will be a cliff-like traffic decline when the store stops.

2. When you need to measure money and maps:

A very important function of the through train is to measure money and map, because it takes a long time to weight keywords before it can be displayed.

The ranking is done, and everyone doesn't like the style and the main picture. If the order is not good, it will be very troublesome to change it again. At this time, you can use the through train to measure money and map.

Because the through train can directly pay for the exhibition, as long as the bid is high enough, the new products in the store can also rank first. At this time, by looking at the click rate, you can feedback whether the style and the main picture meet the market demand.

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What is the significance of driving a through train?

I found that many friends of Taobao sellers don't know why they want to drive a through train, especially novice sellers seem to be caught in a strange circle and feel that there is no traffic at all if the new store doesn't drive a through train.

I won't explain it yet. Think for yourself. Do you open a shop for traffic? Of course not.

It's for sales, but without any basic sales and infrastructure, the traffic brought by the new store through train is difficult to convert, so it's basically a waste of money to look at the traffic figures in the background, which is completely meaningless. So what is the significance of driving through train?

1, driving is to make the product "legally jump the queue"

First of all, we need to understand a concept-shelves.

Whether searching on a mobile phone or a computer, there are limited places to display goods.

It's like a shelf in a supermarket. There are always limited products that can be put on the shelf. Whoever can put the product on the most conspicuous shelf can sell more.

The essence of through train is paid search, so if you advertise and give your products a chance to get a better ranking, then you can get more exposure and the probability of transaction is naturally greater.

It's useless to drive a car that can't be sold.

Just like the shelves in the supermarket, even if you put your products in the best position on the shelves, if your products may have a bad reputation or be too expensive, they will still not sell well.

Corresponding to Taobao, if the conversion rate of the product itself is not good, it will not be sold. After the advertisement, the effect will be bad. After all, customers are not fools.

As for the through train, how much is it a day? This has to be analyzed according to the actual category.

If the through train burns too fast, the most important thing is that you can't drive, so how can you drive this car without wasting it?

In fact, the most important thing for the through train is to look at the click rate, conversion rate and collection purchase rate.

How to look at it specifically:

The click-through rate is generally 0.5-2 times of the industry level of 65438+. Pictures with high click-through rate are very important and worth your time and energy here.

The conversion rate determines the transaction speed. For similar products with 2% conversion rate and 3% conversion rate, the ceiling of sales volume is different. When measuring money, it may be because of small sales volume and poor conversion, but the speed of selling products is still of reference value.

Collection purchase rate can better reflect whether the product is popular. The specific proportion depends on the specific category. If it is a standard product, we should also consider the influence of price.

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The core of driving a through train

"In addition to the factors of products, pictures, titles and prices, the core of the through train is the choice of words. What I want to ask you is: text optimization. What is the specific optimization method?

1, what is the most appropriate keyword?

The significance of putting keywords in the through train lies in the matching of people. In the process of selecting keywords, we will find many similar keywords, but the data presented are different.

We have to interpret these two keywords first, and we will find that they actually represent different groups, so when choosing, we should be guided by the matching of people rather than the presentation of data.

Through this analysis, the click-through rate and conversion rate will be further improved. However, if you choose the wrong keywords in the initial stage, you will find that the data in the presented data report is not very good later.

There are many kinds of word selection software, but it is enough for us to learn word selection tools in the background of through train. This word selection tool is a very mature system officially, as long as the official key keywords are included.

Specific operation: After creating a new promotion scheme, select the normal promotion of baby on the page, and a button to add keywords will appear. After clicking, a word selection interface will be presented, and then you can choose the recommended words given by the system, or you can search and add them yourself.

Tips for adding keywords:

After adding keywords, the first thing to do is to find the closed team. At the beginning, I suggest you choose keywords around 5- 10, so that you can give priority to cultivating excellent keywords and quickly find the closed team of this product.

Suppose we launch a set of products, such as two sets of online celebrities, two sets of Hong Kong, and new women's suits. After three days of testing, it can be concluded that the transaction direction is the online celebrity suit, so you can continue to add other long-tail words under this keyword under the online celebrity suit, which can ensure the stability of product transaction, because the transaction direction at this time is from the online celebrity two-piece suit, and the transactions and performances of other long-tail words under the online celebrity two-piece suit are basically good.

In the process of word selection, we should try to take secondary keywords as the leading factor, because it is composed of attributes and basic words, and its performance can be seen from the two dimensions of click rate and click conversion rate.

2. Matching of people.

There is a choice when keywords are put in, whether to choose broad matching or exact matching. Let's talk about the meaning of the two first.

Extensive matching means that when the buyer's search words contain or are related to the set keywords, the promotion baby will have a chance to show it. .

Accurate matching means that when the seller's search term contains only the set keywords, the promotion baby will be displayed. .

In the process of matching, the first thing to consider is the presentation data of keywords.

Sellers who have played the through train before may know that adding a keyword in the early stage is about a weight, and then continue to expand other keywords after the weight comes up in the later stage. This method doesn't work at all now.

Because the keywords just added before have been displayed enough, but now you add keywords, you will find that the weight of the scheme is very weak and the display is very small and pitiful. Even if the bidding exhibition sometimes ranks first, there will be few exhibitions, because this ranking is false, because the plan weight has not gone up, and the exhibition data will not be matched, especially in the minority category, and the exhibition volume itself is very weak. If the precise matching is turned on, the exhibition data will basically be rarely obtained.

For categories with a particularly large search volume, such as clothing categories, accurate matching can be carried out because the data itself is very high.

If you really want to pursue low advertising costs, it is recommended to use a wide range of models, because accuracy is sometimes difficult to obtain traffic, and you can only increase your bid to obtain exhibition volume; If you open it widely, you will find that you will get more exhibits at the same price or fifty cents.

3. How to adjust the keyword price?

First of all, from the simple formula analysis, the input-output ratio = transaction amount/expenditure amount, and the price increase and price reduction should be decided according to the input-output ratio of keywords.

You can think of keywords as recruiting public relations personnel. If the public relations person performs well in the data, he will give more money. If you don't behave well, you won't invest more money in him, and you will also invest less money in him.

How to judge the input-output ratio? . Let's talk about the production balance point, 1/ profit rate.

Suppose you choose a women's clothing product, the customer unit price is 100 yuan, and the profit is 60 yuan.

Then we can get:

Profit rate: 60/ 100=60%

Balance point of production: 1/60%= 1.7.

It can be concluded from the data that when the output balance point is 1.7, it is the capital preservation, and less than 1.7 is the loss.

After knowing that the production balance point is 1.7, the data analysis in the following figure shows that the input-output ratios of A, B, C, D and E are 1.9, 0.84, 1.89 and 1.76 respectively.

Based on the production balance point, it can be quickly judged that A, C and D can be increased, while B and E can be decreased because they are lower than the production balance point.

4. Misunderstanding of key words of through train.

1) Myth: Unsold keywords are still being put in.

After putting in a keyword, it depends on whether this keyword can bring benefits.

Through the analysis of the following report, we can find that the last four keywords did not bring click conversion rate, that is to say, did not bring revenue. So it can be said that these four keywords are worthless keywords and need to be deleted to prevent the loss from increasing. The reason why the click conversion rate data is used to judge the value of keywords is because the value can be determined from a formula "click conversion rate = number of payers/number of visitors" according to the click conversion rate of keywords.

Imagine launching a product. Firstly, eight keywords A-H8 are selected to expand.

After going online for 3-7 days, it is found that only A, F and G have corresponding click conversion, so you can keep three keywords online and delete other keywords, because there is no profit.

2) Misunderstanding: Add all keywords of through train directly without screening.

Open the through train promotion plan and click to enter the standard promotion. Many sellers want to add some keywords to the display after finding the baby to be promoted, but when they click the Add Keyword button, they find that the through train has recommended many keywords to themselves. At this time, they may not know how to choose to use it, and simply put all the keywords in without screening. This will have a big problem.

The correct way is to divide the screening steps into three steps:

First, delete the text below 7 points; .

The second is to delete mismatched keywords;

The third is to delete those with less click index.

The above are some points for attention and skills for putting keywords into the through train. I have two articles to read about other issues of the through train, which are aimed at the new gameplay after the reform of the through train. I hope it helps.