The purpose of measuring money and surveying and mapping is to enable us to have a well-thought-out plan when operating new products, and to avoid detours, let alone take forks in the road. Therefore, the test work should not be saved, nor can it be saved. If you go the wrong way from the beginning, you will never reach your destination.
What are the things that must be done before measuring money? The following is a list for everyone, each of which can improve the accuracy of friend measurement data.
1, blueprint, and eccentric evaluation.
Don't need too many evaluations, with 4-5 excellent evaluations (that is, printing evaluations), 5-6 general evaluations (text evaluations), and the default number of five-star praises is arbitrary. The way to do the evaluation in the early stage: I suggest friends find friends around them to do it, give them a process of comparing the bills of lading, edit the process and send it to each other, and follow the operation.
2. Basic sales volume.
Basic sales Many business friends don't know how much to do. In fact, they can be more or less. There can be dozens or hundreds. As long as the evaluation is made, the basic sales volume is not very important. Ha ha laugh
3. Commodity promotion activities.
Many friends here may not understand, what is commodity promotion? It's simple. For example: limited time promotion, commodity coupons, etc. All these will increase the conversion rate of commodities, thus assisting the rapid rise of a commodity. Moreover, the car data will be better when measuring money, which will make A money better and make us more confident.
4. Product name, price and main drawings.
These must be done well, and all three are core elements.
(1) When making a title, be sure to select keywords with high correlation with your product attribute information to combine the titles. Here is a small trilogy for friends: word selection-combination-comparison. Titles are composed of keywords, so first you need to choose good keywords and words with high relevance to titles. Combination, according to a certain title combination formula, it is suggested to put the core keywords in the first half. Because the title combination of each category is very different, the title combination formula is not given here. You can leave a message in the comments section if necessary. The last one is comparison, that is, the comparison between my completed title and the title of excellent competing products, to see what the difference is, and to analyze whether my title has left some core keywords and so on.
(2) There is a misunderstanding in pricing, that is, don't pursue your own profit rate too much. Because we must consider the pricing of the same product on the platform when pricing, the pricing of competitors greatly limits our pricing range. Set it too low, unprofitable, and lose money; If it is set too high, it will basically not be sold, and the conversion rate is extremely low. I believe many business friends have a deep understanding. The pricing of non-standard new models is not very limited, and the price can be set higher, which is also the essential difference between non-standard products and standard products. If you don't know about standard and non-standard products, you can leave a message below and I will explain. )
(3) I need to pay special attention to several aspects of the main picture. The picture should be clear, the main picture is the facade, and don't let the buyer not even be interested in the facade; The second is the copy on the main map. Copywriting greatly affects the click-through rate and conversion rate of commodities. What is copywriting? For example, I sell brown sugar, and there is such a copy on the main picture (farewell to dysmenorrhea, boyfriend is not as good as …). Of course, my literary talent is limited and I can't write earth-shattering copywriting, but these copywriting will seriously affect the click-through rate. If the click-through rate is high, you will win the first step and the traffic will come in.
Prepare not only the main map, but also the carousel map. Add the pictures to be tested to the carousel in advance, and it will waste a lot of time to test them one by one.
The first picture: the main picture, focusing on the click-through rate.
Second: details and selling points
The third picture: renderings, real shots, dimensions.
The fourth picture: marketing chart, guiding collection, collection.
Page 5: Marketing Map, Guiding Transformation
Sixth: buyer's display and after-sales service
Page 7: Products
The eighth picture: the whole picture
1, daily limit
The daily limit is 300-500; The number of clicks needed every day * the average click price of the industry. Don't burn the quota prematurely and stop the plan directly.
2. Time-sharing discount
Two modes:
First: directly select the industry template.
Second: unified time-sharing discount for all time periods, all 100%, 90% or 80%.
3. Promotion unit selection * *
Select the product you want to test.
4. Keywords
Select 5- 10 keywords, 2-3 big words, 3-4 precise words and 2-3 long tail words. Because it is a new search promotion plan, the plan weight and commodity weight are very low, and the drainage ability is poor, so it is necessary to choose 2-3 high-flow big words. Second, both accurate words and long tail words are for accurate crowd labeling and ensuring conversion rate.
At the same time, when we choose words, we choose the first element and the second element.
The first element: the selected keywords should be included in the title, so that the quality score of keywords will be high, which is what we often call "relevance".
The second factor: industry data. It hasn't started yet, and the keywords are not reflected in the data of our link, which can only be judged according to the industry data. We give priority to keywords with good industry data, and the reference factors for selection are: click-through rate, conversion rate, competition intensity and average market bid. Of course, the higher the click rate, the better, and the higher the conversion rate. Competition intensity and average market bid are naturally as low as possible.
5. First bid
The judging factors of adjusting keyword bidding are: click volume and product rate.
We need to improve the bidding of keywords with slow click-through rate and reduce the bidding of keywords with fast click-through rate, otherwise all the money will be burned on one word.
Our early goal is high click-through rate, so don't care too much about the production ratio. Because we measure words, we need to filter and delete keywords. Only when the data of keywords reaches a certain amount can we judge and screen.
6. Creativity
Creativity is actually that the system randomly launches your creative map and finds out the best creative map.
Pay attention to the difference of the picture. There is no differentiation, and the click rate is the same.
At the same time, the core observation data of screening pictures are: click-through rate and product rate. The main observation is the click-through rate, followed by the product rate. But when measuring words, it is the opposite when observing keyword data, mainly observing the yield and click-through rate. I believe that some old businesses also have some corresponding experience.
If there are not many products of the same type and style to choose from, the operation is similar to our mapping. First, create a search test plan, add a paragraph to the planning unit, and then create units of other paragraphs, keep equal treatment, and find the best paragraph.
It is required to click at least 500 times for each cumulative test, and the data can be analyzed according to the obtained data after 3-4 days of testing.
Analysis:
1, the main push: high click rate, high conversion rate and high collection rate;
2. Potential mode: high click rate, low conversion rate and collection rate;
3. Profitability: Click General, the collection is transformed well, and the yield is high;
4. Ordinary vehicles: The performance of various indicators is relatively general.
Let your products reach enough consumers. Observe the attitude of consumers of your products, mainly on click-through rate, collection, purchase and conversion. These data are the most authentic feedback from the market, and the obtained data can directly reflect the market's reaction to products.