the through train is a "compulsory course" for Taobao Tmall merchants, but many merchants report that the through train is difficult to do-high cost, poor effect and low ROI. Suzhou Niu Orange Network has summarized the most common problems in the operation of the through train and will answer them one by one today.

Question 1: What words should the new store open through train start with?

Suzhou Niu Orange Network Suggests: In the stage of new products and new stores, the choice of words for through trains should follow the principle of "precision first. Start with long-tail precision words, such as the word "red floral dress waist". Although the search volume is small, the conversion rate is very high. Such as products have a certain sales volume and evaluation basis, and then gradually expand to medium-hot words, and finally consider the hot words. This is a step-by-step process and cannot be rushed.

Question two: through train click cost is too high?

There are three main reasons for the high cost of clicking: the keyword bid is too high, the keyword quality score is too low, and the keyword selection is not accurate. The optimization idea of Suzhou Niu Orange Network is to optimize the quality score (raising weight) first and pull the quality score by increasing the click-through rate. After the quality score comes up, the bid will be gradually reduced. Continue to screen keywords with high click-through rate and good conversion rate to eliminate inefficient words.

Question 3: What if the through train cannot drive natural search?

This is a lot of business concerns. The key to driving natural search through the train is that the deals generated by the train should make a positive contribution to the search weight of stores and products. The practical experience of Suzhou Niucheng Network: the transaction brought by the through train accounts for 30%-50% of the total transaction (too low has no effect, too high will suppress natural search); At the same time, attention should be paid to the consistency of through train keywords and natural search keywords.

Question 4: How should the through train and the gravity cube cooperate?

The Direct Train and the Gravity Cube (the original drill show) are two different promotional tools. The through train is suitable for pulling new and accurate drainage. Gravitational Rubik's Cube is suitable for people to grow grass and harvest old customers. Suzhou Niu Orange Network Suggests: The daily operation is mainly through train, and the key moment (new product listing, big promotion warm-up) is to cooperate with the Gravitational Rubik's Cube to expand the reach of the crowd.

Question 5: How much is the input-output ratio of the through train qualified?

There is no standard answer to this question. Different categories, different unit prices and different profit margins have very different requirements for ROI. Suzhou Cattle Orange Network provides a reference formula: qualified ROI = 1 ÷ gross margin. For example, if the gross profit margin is 30%, the ROI is guaranteed to reach 3.3. The higher the ROI, the better. However, it should also be combined with strategic objectives: low ROI or even loss can be accepted in the new store impulse stage.

Through train optimization is a process that requires continuous learning and practice. Suzhou cattle orange network has a senior through train operator team, to provide businesses with professional promotion and optimization services. National business coverage, welcome to consult, let the professional team to help you improve the efficiency of the through train!

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