1. Keyword bidding settings
Keywords are the main content of through-train promotion, and their bids determine the ranking of related keywords. Sellers can set their own preferences for each keyword in the quick promotion plan and key promotion plan. Set bids for a keyword, including non-App area bids (PC side) and App area bids (wireless side).
Click the bid of the keyword to enter the edit page of the keyword bid. Based on the current keyword bid, the system will provide a rough estimated ranking.
Keyword bid settings include recommended bids and custom bids. The recommended bid is selected based on the minimum bid and average bid on the first page of the main search provided by the system. After reaching the price recommended by the system, the keyword is likely to be displayed on the first page of the search results. If the price recommended by the system is too high, sellers can also set their own keyword bids by customizing bids and combining their own promotion budgets to match the daily limit of the promotion plan and cover the entire period.
Through train promotion is a step-by-step process. Sellers should not deliberately pursue keyword rankings in the early stages of promotion, resulting in high through train costs and low transactions. When the data performance of the main promoted products is relatively stable, the seller will decide whether to increase promotion investment based on its own promotion budget. If a keyword ranks high, it will gain more exposure and clicks, but as the number of clicks on the keyword increases, the cost will also be higher. Without stable output, such a bid is meaningless, and if the daily promotion limit is not high, the number of clicks obtained will be very limited. For example, if the minimum daily promotion limit is 30 yuan, and the bid of the keyword on the first page reaches 1 yuan, then only 30 clicks can be obtained, and the probability of conversion is very low even with low clicks. Therefore, sellers cannot blindly pursue high rankings and high bids. They must be realistic and combine their own promotion budgets, and then invest in promotion funds in a targeted manner based on the data performance of different keywords. For example, for keywords that promote products under key promotion plans, Make adjustments based on the visitor value of the keyword.
2. Adjust bids based on the visitor value of keywords
Visitor value refers to the value that each visitor introduced through different channels can generate, and the visitor value of keywords mainly represents The value generated by the visitors introduced through the keywords used in through-train promotion is calculated as: profit/number of visitors.
For example, if a dress sells for 100 yuan, the profit is 40%, and the single product conversion rate is 2%.
In other words, when 100 visitors browse this dress and sell 2 pieces, the product profit is 40%, and the seller can earn 80 yuan. This is the profit, and the profit is divided equally among each visitor. On average, sellers can earn 0.8 yuan for each visitor
Adjusting bids based on the visitor value of keywords is mainly aimed at the main products under the key promotion plan. The main products are generally aimed at creating hit products. Purpose, in keyword promotion, it is particularly important whether the keyword can bring transactions to the product. Sellers often add too many keywords (each product under the key plan can add up to 200 keywords). Among these keywords, some can bring orders to sellers, while some cannot bring orders to sellers. Some keywords even do not even have basic collection and purchase after spending a certain amount of promotion costs, so this requires Conduct detailed analysis through keyword data to understand how much value each keyword used to promote products can bring to the product.
When sellers analyze keyword data, they select the keyword report in the data report and screen the corresponding promotion plans and promotion units.
When sellers analyze the keyword data of related products, they must select specific products to promote, so that only the keywords used by specific products will be displayed in the keyword data. If you do not select carefully, the keywords contained in the entire through train promotion will be displayed, which will lead to confusion and is not conducive to differentiation. The specific steps are:
The first step is to download the keyword data table.
After screening the promotion plan and promotion units, various data for each keyword will appear on the page. If you want to calculate the visitor value of each keyword, you need to export the keyword data.
In the downloaded keyword data table, each value is displayed in text form by default. First, you need to perform basic processing on the table and change the display format of each value in the cell.
Select all values and convert each value into a number.
The second step is data sorting. Sort in descending order by click volume data in the keyword data table.
The third step is currency conversion.
Insert a column of converted “RMB” cells in the keyword data table, and calculate the corresponding RMB value based on the current exchange rate between RMB and US dollars.
The fourth step is actual profit calculation.
Insert a column of “profit” cells in the keyword data table, and calculate the corresponding profit through a formula based on the corresponding profit margin of the product.
The profit calculated in the figure is the profit value of the product itself, and does not include the cost of through-train promotion. Therefore, it is also necessary to calculate the actual profit. Subtract the “cost” data from “profit” to get “actual profit”. If the actual profit of a keyword is negative, it means that the promotion of this keyword is at a loss.
The fifth step is visitor value calculation.
Calculate the visitor value of keywords based on the formula for calculating visitor value – actual profit/visitors (number of clicks).
After calculating the visitor value of each keyword, then judge whether the product is profitable or losing money based on each click generated by each keyword. For keywords with high average click costs and negative visitor value, sellers need to appropriately reduce the click price of the keywords and try to ensure that some major keywords are profitable or flat to save promotion costs. For some keywords with higher visitor value data but lower average click costs, sellers can appropriately increase the corresponding keyword bids to improve the ranking of the keywords, obtain more exposure, and generate more transactions.
After calculating the corresponding visitor value, the seller searches for the keyword bids that need to be adjusted in the promotion backend.
The long-term benefits of through-train promotion include direct conversion and indirect conversion. Direct conversion means that the buyer enters the product link through the through-train display booth and directly browses and places an order. Indirect conversion mainly refers to buyers adding products to their favorites or shopping cart through through-train promotion and placing an order at a certain point in the future. Sellers set keyword bids based on the visitor value of keywords, which are only calculated based on the direct conversion data of keywords within a fixed period of time. Therefore, it is recommended that some keywords have no visitor value or the visitor value is negative and the keywords have some collections and additional purchases. To retain the data, you only need to appropriately lower the keyword bid.