How do Taobao small sellers deal with the arrival of Double Eleven? (How do Taobao sellers participate in the Double Eleven activities)

It can be said that in the large-scale promotion activities like Double 1 1, merchants need to make various preparations in advance if they want to get more traffic. After all, the competition of traffic is very fierce, and then Xiaobian will provide you with specific details.

I. Planning strategy

Different purposes and different strategies. The comparison of small sellers' gameplay is: small explosion group strategy.

In other words, a single plan, multiple products, optimize the collection and purchase of high-quality products, take production as the main optimization core, and gradually increase the number of clicks and improve the uv value on the premise of ensuring no loss.

Second, the through train optimization content

1, improve the click-through rate

Choose 20-30 long-tailed words with strong correlation and high click-through rate, and the bid is higher than the industry average price 1.5 times.

This requires a 30% secondary group premium to test, and some data show that several people with high click-through rates are selected as backups.

Creative charts also need to be tested. The daily quota will be increased to ensure that the click-through rate will continue to increase.

2. Stable production

Coupled with the purchase of collections, the click keyword rate is very high, so focus on optimization, increase processing, and ensure a stable keyword ranking; And display keywords with low click rate to increase treatment, and then observe the click volume and collection volume plus available data feedback; For keywords with high click times and click rate, you should see his production data and production deletion; Clicking on any keyword has no long-term transformation, so you must delete it without hesitation.

For those with good conversion rate, the premium should be increased; If the click-through rate is low, first increase the premium and then observe the data changes.

Vigorously promote, whether it is a system crowd or a customized crowd, it must be optimized on the spot.

In this area, through the direct traffic data, we can find some areas with high click and high display, which can shield the production concentration of products, analyze the display indicators of this area, and also need to analyze the data of one day and the last seven days to ensure the validity of the data. Otherwise, there is something wrong with the data and the operation. Focus on the areas with good click-through rate and conduct key population analysis.

In the initial stage of operation, the focus is on the weight of through train, rapidly increasing the click-through rate to make heavy vehicles better, and optimizing fine keywords, people, geography and so on. Therefore, we need to re-export the through train, collect data, make the final PPC solid and reasonable, and realize our ultimate goal of low-cost drainage.

The above is the related content brought to you by Bian Xiao, and the article will introduce it to you here.