First, what is Taobao Black Search?
Taobao black search is a kind of black technology, which is a general term, including black cars, black diamonds, black search and other means, each with different ways of playing.
Taobao black technology is different from normal Taobao gameplay. Actually, it's just playing the edge ball. Just like sellers rinse orders, we can improve the conversion rate and promote store sales by taking advantage of the loopholes in Taobao. Although black technology is not allowed by Taobao and has certain risks, if you can play black technology well, the store will benefit a lot.
Black diamond black car black search suddenly became popular because many people took advantage of the loopholes and tasted the sweetness. However, the good times did not last long. Just over a month later, the black car was taken seriously and severely punished by the government. So the black diamond was found out, and we don't know how long we can play, so the seller friends who want to buy black search can grasp it for themselves.
Accurate flow of thousands of people and thousands of faces
I have repeatedly emphasized accurate traffic, because if the people who visit and buy your baby are the same group, such as 30-40 years old, spend more than 1000 yuan on Taobao, and often buy labels such as clothes, the system will think that your baby is very suitable for this group. When people who meet these labels search for baby on Taobao, the system will give priority to pushing your baby to her.
If you always introduce messy traffic, the people you buy are changing every day, and the system doesn't know how to locate you. In the end, you can't benefit from thousands of people, which is why many people complain that thousands of people are not more accurate and have higher transformation, because you run counter to the original intention of thousands of people and always want to bring everyone to the store.
If you don't figure out how to benefit from thousands of people, it may soon be too late. Therefore, when a store just changes its style, it will always go through a painful period, because most of its old customers have left before the system repositions the store. An important role of price is to focus on people who buy this price. For example, if you have been selling things from 50 yuan to 200 yuan, you must go through a long period of confusion and helplessness.
Keyword priority principle
A buyer searches for a keyword. If there are multiple keywords in your scheme that meet the presentation requirements of the system, then the system will give priority to the keyword that is exactly the same as the keyword searched by the buyer, and show the creativity containing the keyword, and then other keywords can get the opportunity to show. Therefore, I have repeatedly stressed that when promoting a new baby, the keywords must be consistent with the baby title and promotion title, so that the initial weight is high and the growth is fast.
You can search for double-breasted woolen overcoats or medium and long woolen overcoats. The top three through-train babies, in the baby title, promotion title or baby attribute, can definitely find these prefix words twice or even three times. With a few exceptions, Qian Duoduo made it into the top three as easy as blowing dust, but he certainly won't last long. You have to search for several secondary keywords, and then analyze the relationship between the title and attributes of the through train baby appearing on the first page and your text. You certainly don't think it's a waste of time.
If the same three keywords are added to the three schemes, but the matching methods are different, under the condition that the bidding gap is not too big, the words with accurate matching will be displayed first, and then the words with wide matching range and middle matching will be displayed according to the quality. The same keyword can display at most two treasures in a store.
In the past, there was a rule that gave priority to close arrangement. Later, the system treated similar words as the same word, just as lace chiffon shirts and chiffon lace shirts are two identical words in the system, and this rule basically has no meaning.
Subject-predicate agreement principle
For example, a sweater, its main keyword can be sweater or sweater. Then how should we add words to promote this baby? My suggestion is to keep the consistency of the main push. Comparing these two words in traffic analysis, we can see that the display index and click rate of sweaters are much higher than those of sweaters, but the click conversion rate of sweaters is slightly higher than that of sweaters. In this case, we definitely choose sweaters as the main tweets.
This consistency principle requires adding words in the early stage, and all words are added around a main keyword, for example, adding only one word, the extended word of sweater. In this case, if any word you add has a good effect, it will indirectly and steadily increase the keyword weight of all sweaters. Of course, if the influence is not good, it must be deleted quickly. Another example is woolen coat, which can also be woolen coat, woolen coat and woolen coat. As for which word is most suitable for the main promotion, it needs to be analyzed and compared.
Through train and baby search weight
The weight of the through train and the weight of the baby search are two independent computing systems, and there is no connection between them. In other words, if you have a good through train effect, it will not immediately increase the weight of your natural search. On the other hand, the through train is not effective, and it will not reduce the weight of natural search.
However, the influence between them exists. Through train has three main influences on search ranking. First, the sales volume brought by the through train allows you to accumulate sales faster and more than your peers who can't drive the through train. Sales volume is the most important factor in search weight; Second, people who click on your through train will be labeled as having visited your store, and the system will define it as a potential crowd in the store. Under the influence of thousands of people, your baby will benefit from this when searching for treasures in the future. If you pay a through train crowd premium and drill your own exhibition, there will be more available people. Third, the traffic and popularity brought by the through train can enhance the weight of the whole store and indirectly affect the weight of the whole store baby.
Search crowds and boutique ideas
Searching for visitors from similar stores in the crowd is somewhat similar to the store positioning of the drill exhibition, that is, grabbing customers from the same industry. The premium needs to be adjusted according to the effect of each baby. I usually set the core customers of the search crowd at a premium of 30%-50%, except for the first-line visitors who have not purchased. 150%-200% premium is to lock in your own user base and prevent competitors from taking it away easily. There is also a custom group. Generally, I only set gender and age, and I don't need to distinguish the amount of consumption. The premium of this customer base is lower than that of the core customer base.
I don't know about your influence, but I just want to say that this is a pit, a disappearing P4P activity. I only build ordinary ideas now.
Price reduction method
The price reduction method is a shortcut for big sellers and people who are not short of money to increase the weight of the scheme. Concentrate on choosing a hot word with good relevance, and then pay a high price to rank it in the top three of the home page, because this position is displayed more and has a high click rate. As long as it is a good map in advance, the quality will rise rapidly. Generally, only half an hour to two hours a day has the highest click-through rate, and other time periods are adjusted to 30% time discount, and the area is adjusted to cold areas.
The next day, we began to lower our bid slowly. Although the bid is low, it can still maintain the top three. With the further promotion of the weight, it only takes a few days for the bids within 1 yuan to occupy the top three positions. Finally, add the expansion words of this hot word, which are basically 9 points, 10 points, with high weight. This is the basic principle of the price reduction method, and of course it is also the operating idea of all through trains to reduce CPC. People who are inexperienced in price reduction methods should not try it easily, maybe they will do it for nothing in a month. For example, in the early stage, you spent several hundred yuan every day to attract dozens of clicks, but because of any mistake in choosing money, pictures and words, your investment of several thousand yuan will only be a Shui Piao. If the funds are limited, you can try the fare increase method.
Price increase method
Since there is a price reduction method, there is naturally a price increase method, which is to screen out several keywords with high display index at the beginning and give a lower price first. Of course, it should not be too low, and it is best to rank around 50, and control the geographical and time discounts. Whether it is the price reduction method or the price increase method, the click rate of the picture is the most important. The product is not good, the click-through rate is not high, and how to play is how to die. Because of the high click-through rate, the quality will rise slowly, and then you start to raise your bid, but the CPC remains basically the same, but the ranking is getting higher and higher. Finally, depending on the high weight, maybe bidding 0.5 yuan can occupy the top three positions in the actual CPC0.3 yuan. The operating principle of the fare increase method is simple, but it is not easy to implement.
If the price increase method is not well operated, it will be a vicious circle. Low bids will lead to bad locations, less displays and fewer clicks, lower quality scores and higher click fees. You will consider lowering the bidding price and CPC, then show less, and then fall into an endless abyss. These two methods are only applicable to products with high click-through rate and conversion rate, and drivers need to have enough experience and judgment. Is the fare increase method mentioned here very similar to the second method mentioned in through train 2, and the principle is similar, except that the price increase method puts fewer keywords, places and time periods, improves the quality score faster, and requires higher personal experience of drivers. So far, I have mentioned five ways to increase the weight of the plan. There will always be some that are not suitable for you, and some that are suitable for you.
Wireless through train
Due to the special position of the through train on the mobile side, the click-through rate is generally several times higher than that on the PC side. You can view the mobile delivery of the day in real-time data, or you can view the historical delivery data in the lower position. Although the click-through rate of a plan is so high, why can't the quality be divided? Let's first look at whether the click-through rate is raised by the mobile terminal, and then look at the actual click-through rate on the PC terminal. Note that this total click-through rate is not simply a proportional addition. Specifically, the click-through rate of the mobile terminal should be discounted and merged with the PC terminal.
Because the way of inputting characters on the mobile terminal is very different from that on the keyboard, the keywords input on the PC terminal are also very different. You can view the presentation index, click rate, proportion and other data of each keyword on PC and mobile in the traffic analysis data perspective, which is also the main method to judge whether the word belongs to mobile. The weight calculation methods of mobile terminal and PC terminal are also different. At present, we can only see the keyword quality score of PC, but we can judge the quality score of the word under the mobile terminal according to the estimated bid of the mobile search homepage.
Of course, we can't look at every word like this. Mainly look at the words whose actual CPC is much lower than or higher than the PC bid and have a large number of clicks, and analyze whether to increase the promotion or lower the bid. It is said that the mobile terminal is now charged 30% off. You can see that the mobile terminal is much cheaper than the PC terminal at present, but this offer may be gone one day. Because the mobile phone network is generally poor, the buyer's experience is not very good. If you put the mobile terminal alone, try to give priority to those big cities with high WIFI coverage, or screen cities according to the data of the previous through train mobile terminal.
Looking for soaring hot words
Generally speaking, there are two kinds of keywords, one is that the system is known and the search volume is stable; There is also a word that has been crawled by the system due to the recent increase in the number of buyers' searches, which we call skyrocketing words. Then how do we find the second word? An excellent through train driver should get into the habit of watching it at least once every three days:
1. Home page drop-down box,
2. Recommended words at the bottom of the home search box,
3. The week of Taobao list, pay attention to the complete list in the popular list.
4. taobao index's soaring vocabulary,
5. The hot search of the hot word list in the data cube industry soared.
6. Report on the maximum increase or decrease in the background of through train,
7. special tools for business personnel > industry ranking > bottom of the hot search list, where it is easy to find soaring hot words such as top 100. Of course, you don't have to look everywhere. Just choose two or three for regular inspection.
These words are generally caused by seasonal changes, film and television works, and the replacement of recommended words in the system. If you can find these at the earliest, because few people know that joining the through train is basically 9 points 10 points, and a very low CPC can seize the first page, thus bringing a lot of low-cost traffic. By the time others realize it, your weight has stabilized, and there is a price to pay for squeezing you out of the first page. A person's energy is limited. We need to exchange technologies and enjoy new discoveries, so e-commerce can easily form a circle.
Add these newly discovered words to the baby title in time, and the ending will be beautiful. Of course, any newly discovered word should be analyzed in traffic analysis, and its trend, click rate, click rate conversion rate and the most important degree of competition can be used to judge the quality of this word.
Get rid of competitors
I often hear friends in the sketch category complain that their through train was maliciously clicked by their peers, or that all the good ideas they finally came up with were copied in a few days. In fact, as long as you make good use of regional settings, you can get rid of difficult competitors. For example, if you are a lighting engineer, you all know that Zhongshan Qiang in Guangdong, or like a four-piece set, has been completely occupied by Nantong, Jiangsu. Whether you are in these areas or not, don't invest in cities with dense competitors and those cities that often maliciously click on your through train. Losing a few cities will not have much impact on your sales, but you can hide behind your competitors so that they can't find you. If you need to query your ranking and display effect, you should also add your own city when necessary, and delete your own city as soon as possible after the query.
Is it necessary to find all kinds of data to analyze where the competitors are? Don't bother, just search for keywords in Taobao, such as electric drills. In terms of sales volume, Zhejiang Jinhua grabbed more than 90% of the market, followed by several cities in Jiangsu. Obviously, if you sell electric drills, these cities need to avoid.
Reduce CPC
Many people may be more concerned about how to lower CPC. If you haven't figured out how to get the ultra-low CPC after watching the through train trilogy, either my writing is poor or you can go to the boss to apply for packing and warehousing. Test models and pictures, optimize titles, select keywords, and increase the weight, and CPC will naturally come down. Maintain a higher click-through rate and conversion rate than peers. If you put it in for a long time, the weight will be higher and higher, and the CPC will eventually be minimized.
The through train has the word zi, so do you know the true meaning of zi? On the one hand, it raises the weight of this word through operation. On the other hand, it is more important to make this word have a good historical record. When the competition becomes bigger, your weight will be far ahead, and you will always be in an advantage. Although it's only 65438+early February, some sellers have put the spring clothes on the shelves. At this time, they first use the keywords of spring, spring and spring clothes to cultivate, but you may not be new until New Year's Day. At this time, people have more than one month to improve the keyword weight than you, and another month to screen out the right words. When the spring season comes, people can easily enter the first page with 34 cents.
In fact, the most difficult thing for everyone is how to maintain a higher click-through rate and conversion rate than peers. This really requires the right products and the efforts of the whole team. If you can't reach the low CPC despite your efforts, it's only because your products and stores can't do this, not necessarily your problem. Just try your best, the final effect of the through train really has little to do with the driver's personal ability.
Through train and return on investment
The effect of the through train can't be judged simply by how much promotion fee is spent and how much the whole store sells. I suggest that the input and output of the through train be evaluated separately from the whole store. Think of it this way. If we don't take the through train, these labor, rent, tax, inventory and other costs will still exist and will not be reduced. If we drive the through train, the through train will earn 1 yuan every time, which is really earned.
We may consider the refund rate when analyzing the actual effect of the through train, but you should also consider the proportion of repeat customers in your store. For example, your refund rate is 15%, but the annual sales of old customers account for 30%, so the actual ROI of the through train is higher 15%. For some goods, it takes many buyers a long time to decide whether to buy or not, and they may have to save one or two months' salary, which has already passed the 15-day return rate that can be counted in the through train report; Not everyone likes to log in to Taobao account to collect and put shopping carts, and some people like to put them directly in the browser favorites or copy them and send them to other accounts for purchase, which are not counted in the background; If the quality is good, sharing between customers who buy through train will also bring some hidden orders. These real situations tell us that the actual ROI of the through train is much higher than what we see, and we can't simply judge whether the through train is wasting money.
Moreover, the sales volume brought by the through train will enhance your natural ranking and make buyers more confident; The crowd brought by the through train will increase the number of your potential customers, which will have a positive effect on the drilling exhibition and the search for thousands of people. The actual benefits brought by these are difficult to count; Don't just watch the ROI of the through train in the background, take a small notebook every day to calculate how much money you have lost, so that your store will never be big. Seeing this, you may wonder if I am the kind of god who can get three orders by throwing 200 thousand through trains That was not the case. Although I can't be as unattainable as others, it's not difficult to achieve above 2.5, and occasionally above 4 and 5 (women's wear, regular models, nameless brands, the unit price of customers is around 200 yuan).
The through train system is so huge that I can't write down every detail, such as measuring money, maps, pushing explosions, directional promotion, store promotion and so on. It is impossible for me to write down in detail when and when to do the new plan, because different categories are very different, and more importantly, there are many things I have not yet understood. What I hope more is to let you understand the principle, provide you with ideas, and let you know that the through train is played like this.
Expose dry goods below! Crack the charm of 100 thousand search;
(pyramid model)
Supplementary order:
Theme: determine the theme from the business personnel: 1 to 2 hot words and big words that are stable or about to have a good trend; Find 3 to 5 competitors with the same explosion.
Adverb: the drop-down box of the subject, the long tail word of the subject.
Usage of words: use early adverb conversion to improve the ranking of dominant words and subject words; Transformation will promote the emergence of various text rankings.
The foundation of the early stage is to cooperate with the later X-sheet.
8 days of happy time
The first day:
Pc: Manually set 3-5 words, three-level attribute words and subject words.
Wireless: Manually set 3-5 three-level attribute words+subject words (one for each).
The next day:
Pc: Set 5-8 words manually, with three-level attribute+subject; Manually set three attributes+keywords
Wireless: Manually set 5-8 words, three-level attributes and theme (about 20 words).
The third day:
PC: Set three attributes and themes of 8- 12 words manually; Manually set 8 attribute words+subject words.
Wireless: manually set the three attributes of 8- 12 words+primary and secondary (between 40-50 lists).
The fourth day:
PC: manually set the words of 12- 16 with three attributes and themes; Manually set 12 attribute words+primary and secondary words; Manually set three subject words.
Wireless: manually set the word 12- 16, three attributes and theme (about 50-60 words).
Day 5:
PC: manually set the words of 16- 18 with three attributes and themes; Manually set 15 attribute words+subject words; Manual setting 5.
Subject terminology
Wireless: manually set the three attributes+subject of the word 16- 18 (about 80-90).
Day 6:
PC: Manually set the word 18-20, three attributes and theme; Manually set 15 attribute words+subject words; Manual setting 3
Subject terminology
Wireless: manually set the word 18-20, three attributes and theme (probably 100- 120).
Day 7:
PC: Manually set the word 18-20, three attributes and theme; Manually set 15 attribute words+subject words; Manually set three subject words.
Wireless: manually set the words 16- 18 (about 130- 140 words).
Day 8:
PC: Manually set the word 18-20, three attributes and theme; Manually set 15 attribute words+subject words; Manual setting 3
Subject terminology
Wireless: manually set the word 18-20, three attributes and theme (about 150).
Supplement: Words after the fourth grade can be repeated, and the roots should be clear, and the last words are mainly big words.
click rate
How to do the click rate?
The first eight days:
PC: new card product, price, delivery place, sales page and popularity page.
Wireless: new card product, price, delivery place, touchpad sales page
Click rate quantization level
Because you can't see the wireless demonstration, the number of hits will increase step by step every day.
Click rate operation: ignore the click rate of the first three days, and do click fluctuation on the fourth day, with the click rate of 30% to 35%, 55% to 65% on the fifth day, and 55% to 65% on the sixth, seventh and eighth days.
Click operation: ignore the clicks in the first three days and do whatever you want, but add a form with a rinse list; On the fourth day, we must break through 100 and achieve the best of 300-400; It must be broken on the fifth day, which can be between 1300- 1400. Day six. For stability, you can do 65438+ 0.5 times of the click on the fifth day, and for speed, you can do 2.5 times of the click on the fifth day; On the seventh day, do the sixth day.
1.5 times increase; On the eighth day, the seventh day yesterday increased by 1.5 times.
Supplement: From the fourth day to the sixth day, the click frequency should increase by leaps and bounds, showing a ladder shape. All clicks must be consistent with the exhibition volume and cannot exceed 2-3 times of the industry.
Collection plus purchase
Collection and purchase are not the key points, but they cannot be ignored. When you click, cooperate a little to ensure that it is within the range of 5%- 10%.