Since a large number of traditional industries entered Taobao in 2015, the competition of popular categories has become more and more fierce. From the search ranking alone, the position of the homepage is basically occupied by powerful sellers, and it continues Replacement, so if you want to seize a place in the big category, the energy and capital investment required is unbearable for the average small and medium sellers. So everybody may wish to try some small categories.
sub-categories have low operating costs, and the later through train promotion does not require too high a budget to get good data. Compared with large categories, through train profitability is much more difficult, and sub-categories are recommended. Through trains are easier to achieve the goal of profitability, and the conversion is higher, and the old customers are also more stable. This is the characteristic of the small category.
Generally speaking, most of the small category products have no potential to be explosive. This is determined by the overall market flow of the small category, unless the price has a great advantage or the product is particularly good, so When we choose small categories, we must also set our mindset, adjust our store thinking, and build a cluster of hot-selling items in the store. This is a long-term process.
Regardless of any category, the first point is to choose the model. You need to focus on several indicators: search index, number of online babies, conversion rate, profit rate, etc. It doesn't make much sense if the search index is hundreds or thousands. Another thing is that the number of babies should not be too many. The conversion rate is very important. If the conversion of the core word is very low, then the possibility of doing it is relatively small. And your baby's profit can't be too low. If the profit is too low, it can only be used as a drainage money to promote. The profit money is still necessary. In the early stage, we have to choose these indicators for the selection. To test a variety of models, use the through train to test out the drainage models and profit models. A variety of operations to maintain store traffic and sales.
There are multiple plans for the shop through train,One is the main core plan, the main push funds to get core traffic. Then there is the flow supplement plan, supplementary promotion funds. As well as the daily test plan, flow plan, etc., as long as the flow related to the category can not be ignored, it is necessary to plan more plans to seize more potential flow.
Specific operations:
Daily limit: is more expensive than the basic data of the store. Refer to the industry PPC of one's own products, it is best to subdivide the three stages to show an increasing trend, and then put them evenly in the later stage.
Idea: prepare a few more, after four carousel tests, look at the data situation, and then optimize.
Word selection: Only precise words were selected in the early stage, but based on the limited number of keywords, so when selecting words, even if the word search is only a few hundred, add it.
Matching method: recommends precise matching, otherwise it will be spam traffic when entering the store.Lower the overall weight of the account.
Time discount: 0-9 not available, 9-24 discount 100%. Adjust according to the actual situation of your own shop. If you want to test the effect, 0-9 can also be 100%. Specifically, by viewing the real-time profile data in 's business staff , the real-time traffic in each time period is analyzed, and the conversion is relatively good.
Bid: If your category is cheap, you can just stick to the front position. Such a small category doesn’t show much at first, so you still need to be patient. If the category is expensive, it is not recommended to do this, and bid according to your own circumstances. With a limited daily limit, if the bid is too high, you will not get too many clicks.
Crowd: It is recommended to combine the second-level crowd, and the system crowd can also do it. The premium starts from 50% in the early stage. As long as there is traffic and data, it will be no problem to run. Crowd, this needs to be adjusted later.
Region: It is recommended to open fully, except where you can not ship.
During the optimization process,Generally, we will bid higher, the purpose is to effectively grab the traffic, basically account for the top three, if the ranking is low, it is difficult to get high-quality traffic. If the picture is not bad, the click-through rate is generally not a problem. Generally, the score can be increased within three or five days. After the score is increased, the daily limit will be burned quickly based on the current bid and premium, so this type of sub-category is often branched The greater the impact, the more we should go to the card slot. If there is no card slot, there is nothing to show.
After the score is up, you can adjust the bid, re-card the position to the first one, or move the top three. If the premium does not move, observe the data situation. Generally speaking, there is no big impact on the traffic, even if the display volume declines, it is enough.
Another point is the core optimized data index. We must focus on the click-through rate. In the process of continuously increasing the click-through rate, if the ROI is not good, at this time, you cannot reduce the through train bid at will. First, analyze Reasons, and targeted solutions. The goal and direction of our plan is to ensure that the click-through rate is steadily increased, optimize and constantly test the baby detail page to increase conversion, instead of reducing the planned traffic to increase the planned ROI, especially if there is no obvious For products in the life cycle, the ROI requirements will be further reduced.
The plan has been running for a while, and it is necessary to adjust the keywords and crowds. Because some words with traffic but not conversion will affect the weight of the account, so we need to streamline the traffic.
The weight of the plan is up, and there is enough capacity to get traffic, the keyword and crowd optimization is almost the same, and the click rate is also stable, we can try to check the price.
generally reduces the premium from 5%,Although it is slow, it can ensure that the data is more stable. I won't describe too much in this section, and I don't know how friends can trust me privately. In general, the price cannot be dragged forever, and there will be a bottom line. Ultimately, it depends on how high the weight of your plan can be, how many impressions you can get, and how high the click-through rate is. This is also the data we need to focus on. .
Finally, if you want to make the three core points of the sub-category, you should pay attention to:
1. It is very important to get traffic; _1span3span Traffic, supporting store transactions;
3. Profit can be guaranteed by controlling the cost, that is to say, the price.
To make small-category products, you must have a good understanding of the product and the industry, so that you can do it in a reasonable and well-founded manner during subsequent operations. Do a good job in the selection of through trains to give full play to the advantages of the product, increase the click-through rate, and optimize the internal function of the store to increase the conversion rate.
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