Drilling exhibition is one of the best promotional activities paid by Taobao shops, and it is a marketing tool specially provided for Taobao sellers. Mainly rely on the creativity of pictures to attract buyers to click and get huge traffic. Today, Bian Xiao teaches you how to make better use of the drilling exhibition and bring more benefits to the store.
In the paid promotion of Taobao stores, there are two best effects, one is the through train that many sellers are using, and the other is the drilling exhibition. Diamond booth, the full name of Diamond Exhibition, is a bidding platform for photo advertising space on Taobao. Its existence is a marketing tool specially provided for Taobao sellers to cope with the rapid development of Taobao, mainly relying on the creativity of pictures to attract buyers to click and get huge traffic.
Diamond booth provides sellers with nearly 200 best-quality booths in Taobao, including Taobao home page, internal page channel page, portals, gangs, graphic newspapers and other advertising spaces. More than 800 million exhibitions are held every day, and it can also help customers to place advertisements outside the station, covering media booths such as large portals, vertical media, video stations, search engines and small and medium-sized media.
The advantages of drilling exhibition are simple, bright and eye-catching, convenient for buyers to deepen their impression, low cost and large flow. Many sellers love and hate the drilling exhibition, so how to open the drilling exhibition and what skills are there?
How much is the drilling exhibition?
The advertising space of the drilling exhibition is sold by traffic bidding, and the billing unit is CPM( 1CPM= 1000 page views), from the highest bidding to the lowest bidding. Sellers can display according to their products and audiences.
Several formulas
Average click rate = average daily click rate ÷ average daily page views.
Average transaction price = click rate × 1000× average cost per click (0.4)
Total purchase flow = total budget ÷ transaction price (unit price for thousands of views) × 1000.
Number of clicks = total purchase traffic × click rate
Actual cost per click = total budget ÷ clicks
For example:
Prepare a budget of 1000 yuan, bid for a location with a click rate of 2%, and the predicted transaction price is 8 yuan, and the actual transaction price is 5 yuan Qianzhan, so the total traffic that can be bought is 200,000 (PV), and the total click volume that can be generated is 4,000, which means that the cost of each click is * * * yuan.
How can I open the drilling and exhibition authority?
1) Registration time: 10: 00 am Monday to Thursday;
2) quota: 600 people per day;
3) Screening criteria: over 98% favorable comments and over 4.4 dsr scores. Store B: Credit score > 3, Store C: 1 above, must be Wangpu;
4) Examination results: After successful registration, the examination will be conducted within 2 days, and the results will be announced on Thursday. If the score is above 70 points, you can open permissions.
Ps: Successful registered shopkeepers may have different exams on the same day. Permits are usually open on Mondays and Thursdays. Due to limited energy, in principle, you must register for the exam before you can open the authority. Whether you know about the drill show or not, and whether your head office has a drill show or not, please understand and support each other.
Rules for issuing drilling exhibitions
1. Users bid for the traffic priority of advertising space at a certain time. After the advertisement of the user with high CPM bid is over, the next advertisement will be placed.
2. The minimum time unit of bidding is hours, and the system will place advertisements in the order of bidding by users every hour.
3. The auction ends at 15: 00 every day, and the invoice of the next day will be sorted according to the price at this time.
4. The auction settlement price shall be settled according to the user's next bid plus 0. 1 yuan.
5. If the balance of the consumer account is insufficient, the planned launch of the next day will automatically stop, so the user should ensure that the consumer account has a daily budget amount before the day before the planned launch 15, otherwise the launch will be stopped due to insufficient amount.
6. For the plan stopped due to insufficient amount, you can continue to recharge and resume sending. Of course, the premise is that the plan is still in its infancy.
7. It is allowed to suspend the started plan, which will take effect the next day.
8. Users are not allowed to forcibly terminate the plans that have been started on the same day.
9. The user can recharge the consumer account with Alipay at any time, and the Alipay used for recharging can only be the Alipay bound to the user's Taobao account.
10, the system freezes the next day's budget from your consumption account after 15 every day.
1 1. If there is not enough money in the plan, the system will automatically stop bidding.
12. Before returning to the consumption account plan every morning, the system will automatically settle the consumption balance of that day.
Drilling and exhibition optimization skills
I. Materials
Abstract points: the overall vision and color, the content, layout and creativity of the material; Popular point: you should find a place that can attract the attention of the guests, either the characteristics of the product, the price of the product or the discount. The picture text is simple, the text is as simple as possible, and only express what you want to express. Remember one sentence: too many selling points equals no selling points.
Second, positioning.
As far as accuracy is concerned. The traffic accuracy of store orientation is higher than that of crowd orientation, and crowd orientation is higher than that of general investment promotion. You can accurately locate the people you want through shops and points of interest. Different traffic demands have different delivery strategies. Low-flow sellers can choose shops with the same style and close customer price under their categories, and the traffic of these shops is enough for you to digest. More planning, more time, and more targeted delivery to people and shops.
Third, bidding.
There are two situations: the high bidder will give priority to promotion, which will increase the click cost; If the bid is low, the ranking is low, there are few exhibition opportunities, and the money can't be spent, promotion is equal to not doing it. Therefore, the bid should not be too high, otherwise the fewer monitors you buy, the higher the click cost; It can't be too low, otherwise it won't show.
Attachment: Two ways to check the average quotation of the industry:
Method 1: After clicking "View booth information", you can see yesterday's CPM average price of 2 1 category+copper head from "Yesterday's advertising space data", which can be used as a reference value.
Method 2: Every Thursday, Sina Weibo "Taobao Creative" has the average market data given by Xiao Er.
Fourth, location
Taobao Diamond Exhibition has more than 100 locations, but there will be no more than 30 locations where there are real big sellers competing. Therefore, we should learn to find some biased booths with high cost performance, that is, booths with low competition and relatively ideal click-through rate. In the booth supermarket, we can divide the average daily click rate by the average daily exhibition volume to get the approximate click rate of a booth. We can judge the competition degree of this position from the bidding situation in the next three days, and then eliminate some booths with unsatisfactory click-through rate. We can get a relatively ideal booth. (Try to choose booths that are related to your own category and have relatively accurate traffic sources. )
Verb (abbreviation for verb) login page
Don't import all the drilling and exhibition flow into the homepage, but distinguish it according to the location and activity content. Some can be imported into the customized activity page, and some can be imported into the home page. Every operation of users has a behavioral cost, which is the bounce rate on the Internet. If the landing page does not meet the user's needs, the user needs to click the wheel twice to meet the needs, and there will be a leap-forward situation, which has a great impact on the utilization rate of traffic, so try to keep the relevance of the user's needs when browsing.
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