Today's article is to talk about the problem that every business friend is very concerned about —— Click through rate .
as everyone knows , Click through rate is an important dimension for us e-commerce people , No click on where to transform . That's what it is , Click through rate is to show the popularity of the baby , If the popularity is high, the chance of being caught on the home page of Shoutao is even greater .
Want to increase the click through rate , We analyze the factors that affect the click through rate from multiple dimensions , To optimize these factors , Click and it will come naturally .
The impact of titles on click through rates
The title is more relevant to the baby , This is conducive to the growth of click through rate , Otherwise the baby has a show, but the click can't keep up with , After a long time, there will be fewer and fewer clicks , Lower baby's weight .
Many business friends will worry about a problem when editing the title , Is it better for me to edit the title of my baby or copy the title of my peers , Let me answer for a friend who has such doubts , Edit the title yourself , You can learn from other people's headlines , But you can't copy it , Combine the attributes and keywords of your product to compose your title , It's also easier to get new product labels .
The reason is very simple , Your product just hit the shelves , There's no base weight , Even if you use a good title from your peers , They can't compete with each other , A lot of trouble , It doesn't work , I can't bring so many shows from my peers .
For a product just on the shelf , You must add in the title and write the right category words , Ensure the smoothness of the title , Don't use words that don't conform to the rules , Don't use special symbols .
First , The most intuitive factor affecting the click through rate is the promotion map . A good generalization graph can introduce a large amount of traffic . A good promotion map must be compared with the pictures of other stores , Refuse to be the same .
The same picture will make the consumer have visual fatigue , You don't want to know your baby at all （ It's the same picture anyway , The details will certainly not make a big difference ） This makes us lose part of our customers .
Don't be too personal , The promotion chart must be based on a standard acceptable to the public , Things that are too personalized are often less acceptable to the public , And the loss of customers , Too personalized map may get part of the pursuit of personalized crowd , But these people are definitely in the minority , Our pursuit must be the masses , Of course, I'm not talking about businesses that specialize in niche personalized products .
Promotion map page display activities to increase the attraction of goods to consumers , For consumers who need our product , The strength of the activity can often become the root of the order .
For more than one color style baby , For example, solid foundation T Come on , They can be more fully and comprehensively displayed to consumers , Let consumers have more choices , After all, not everyone likes black, white, gray and tricolor , There are still a lot of consumers who pursue more colorful colors .
The choice of key words is similar to the title , Have a strong correlation with the baby , The correlation here refers to the correlation with baby's attributes and categories .
The choice of words is mainly based on accurate long tail words , Let's start with the words , After the quality is divided up , Add big words and hot words , It's easier to control .
Many business friends do not consciously optimize keywords , If you choose a word and pay a price, you just leave it there ,“ Stocking ” key word , First of all, this word is definitely not allowed , In the early stage of key optimization, we need to make adjustments at any time according to the feedback of data , Do more observation and adjustment , At the same time, control the delivery time, region and matching method .
Key words are about your traffic , What kind of keywords mean what kind of traffic can be attracted , As I said before, it has a strong correlation with baby , The stronger the correlation, the more accurate the matching （ Precise matching here includes precise crowd , Accurate label , Precise drainage ）.
A wide selection of words , Because the weight of each word is different , Of course, the effect of drainage will not be the same , Choose words with high weight and quality , It is suggested that small words be widely matched , Big words match exactly , This makes it easier to rank and show .
Key words bid card
Many friends feel that the cost of bid card is very high , The feeling of standard category will be more obvious , But most businesses ignore one problem , Don't optimize the account base , Come straight up and bid on the card , But the account weight is very low , Even at a high price , To not be able to card to a very good position , Wasted click costs .
When bidding card, the account basis should be optimized , Poor foundation, low weight , The effect of the card is likely to be not optimistic .
Non standard category bid card , In the early stage, the card can be based on the average price of the industry , Slightly higher than the average price of the industry to bid on it , And then we're going to look at the adjustment .
The standard product first optimizes the account basis , And then bid decisively , Dare to bid , Put the key words in the front position , To get more opportunities , There's a show, there's a click , When you get more clicks , Accounts can also get quick access to data , According to the data feedback , To make adjustments .
1. Click on high conversion words , You can adjust it according to your own budget , Let words like this work to the full .
2. Click on the words with high conversion or low conversion , It is suggested that the bid should be lowered appropriately to see if we are making a decision .
3. Click on low to high words , Increase the bid appropriately to get more opportunities to show , Observe the transformation effect of this kind of words .
It's not necessary to launch all regions in the early stage , Choose to launch , Place with high click through rate is OK , This can help the account weight up , In terms of data, high-quality data can be quickly accumulated .
The delivery area can be gradually increased according to the gradual optimization of the account , The specific baby will determine whether there is a region that does not need to be launched , If there is , This kind of area can not be launched .
The baby with great seasonal influence can be selectively put in only a few regions .
Many special cases, I will not give examples one by one here , Business friends can judge by themselves .
Control of daily limit
The previous daily limit can guarantee the basic click , The quality points can be divided quickly , There are no specific criteria , Set up according to your own situation .
When the budget of the day is limited ,ppc Very high , So we do this , Just go for a small increase in the number of hits , To rise from behind ppc After lowering , Increasing traffic .
My friends often tell me that I can't spend all my daily quota , This happens , It means you can't click on it , So the problem generally lies in the image and weight , A lot of words bid very high, but there's still no traffic, that's it .
When that happens , Make a new car map , The premium of accurate crowd is increased , Click up , As the number of clicks grows , Collection and purchase will follow .
After setting the daily quota, choose standard delivery instead of intelligent delivery , The intelligent delivery system will distribute the baby evenly in one day , This kind of data is not accurate , Fast test data according to their own situation to set the release .
It's better to show an increasing trend of daily limit when it's put in , It is helpful to improve the weight of the through train account .
Selling point Marketing
The selling point is what we use to attract the attention of consumers , A consumer who can be attracted shows that he has this consumption demand , It's a lot easier to have consumer demand , Just raise the consumer's desire to know more about the product , Show the selling points , Further bonus points for baby .
The selling point can be the price advantage , The advantages of sales and the features of the products , Many factors can be our selling points .
The display of product characteristics must be able to be understood by consumers , Consumers don't understand the selling points, what you do is useless in gorgeous , Because consumers get Not to the point you want to express .
What consumers can understand , What we care about is good selling point marketing .
The road of e-commerce is not crowded , Because there are not many people who insist .
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