Now open the mobile phone Taobao, and you will directly see various modules and many graphic displays. In the past, customers used mobile phones to Taobao, and most of them still searched for what they liked. But after the homepage of Taobao was revised this year, we can clearly feel that we can find what we want even without keyword search. More is content marketing. Directly affect the use of mobile phone search. Through train traffic seems to have hit a bottleneck. So now Taobao's traffic portal is not as single as before, and it has become diversified. Let's talk about the promotion method of combining through train with drilling and exhibition. For more information, please continue to pay attention to our fresh graduates training network.

First, the advantages of drilling and exhibition

Drill exhibition is a CPM advertisement, which actively shows advertisements to customers, and through train is a CPC advertisement, which passively relies on users to search for keywords and click on advertisements.

1, large flow

Through train keyword search click on the advertisement, which has a certain ceiling. When the traffic reaches a certain level, either the CPC is unacceptably high or the whole category has only a little traffic. The search volume of Taobao is limited, and there are only a few people who search your product keywords every day. The number of exhibitions is limited, and the money can't be spent.

Look at the whole network and put it in different categories.

Many sellers complain that the traffic is too small. There are actually two reasons. First, the popular category of clothing, shoes, bags and cosmetics has been occupied by big sellers for a long time, and there is no sales volume, so it cannot be rushed up; Second, your category, traffic is too single, and the search volume is very small, so you naturally have no chance to get a lot of search traffic.

Second, the promotion strategy of new through train products.

1. Choose money to get on the bus, and keep good quality score and click-through rate.

We should also be familiar with the choice of funds. Let's briefly outline it again. Based on seasonality, we can choose a better baby to get on the bus for testing according to its popularity and conversion rate. A week or so, see which one has a better response, focusing on traffic, transformation, purchase, collection, sufficient inventory and profit space. This is the' notice' of selection.

2. Keyword adjustment

At first, when the baby gets on the bus, you need to add keywords. Now the through train has updated the package in the background. We can add words by hot search words, potential words, peer words, soaring words, and mobile phone signs, and we can also filter by indicators including relevance, exhibition index, average market price, competition index, click-through rate, and conversion rate.

3. Adjustment of creativity

1) Localized upload

Now the through train backstage can upload the creative master map through local uploading, which avoids the worry that the new master map will affect the weight of the sold baby.

2) Creative optimization

It is suggested that the new product fill in four ideas when getting on the bus, so as to quickly test the click-through rate of the picture. In addition, the traffic can be distributed in the form of carousel in the early stage, and optimization can be used when there is a certain amount of data accumulation and when the data is improved.

Third, the promotion strategy of drilling and developing new products.

1. Determine the main booth. Generally speaking, we can consider starting with the following booths.

2. Material preparation

As can be seen from the above booth, each position has clear requirements and the picture size is different, so the preparation of materials is also very important in promotion. You can also refer to what are the better shop materials sold in the same industry and do it with reference.

3. Population analysis

(1) users

The crowd is roughly divided into cognitive users, existing users, silent users and potential users. Analyze and decompose from these four groups of people.

(2) Age stage

Or test the understanding of products, such as Korean women's clothing, the crowd is mainly young women between 18-30, and if it is 3C digital, it is mostly male.

(3) Region

Most shops, from Guangzhou in the north to the east coast, have a large number of searches and transactions.

Step 4: Sell goods and treasures.

May 17, Ali Mama Wulin Congress? Held in Hangzhou, launched? Brand zone? 、? A night on the screen And a series of brand marketing products. The position occupies 30% of the main screen, which shows a great exposure. If you want to get up quickly and have a certain brand of shops, you can consider supplies Xiaobao.

Fourth, summary.

With the through train traffic gradually saturated, there are only those exhibition sites, but the number of merchants has been increasing, the competition is becoming more and more fierce, and the traffic is becoming more and more expensive. Drilling exhibition is also the general trend, which is different from the limitation of through train product promotion. The large exposure and low cost of drilling exhibition are also the reasons favored by merchants. You can't always get stuck in the old idea that big stores only do drilling exhibitions. Nowadays, traffic is the most precious. If the through train is done well, we might as well try the drill show.

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