Open the Taobao express, you will choose to match the relevant keywords. Of course, the keywords are very important, and you can't write them at will. There are ways to write the keywords accurately. Here's how to optimize keywords. Let's take a look.
1. Key words worth raising the bid
a. For words that can spend money or make money, such as those with high click volume and ROI, the price should be increased
b. For the words with few clicks and Collection Plus purchase, increase the price appropriately to see its later transformation ability and then decide whether to increase the price later
c. No display of keywords, appropriate price hike further observation (the bid is within the range of acceptance) only spend money, you can know the quality of this word
d. High conversion rate, high click cost keywords, gradually improve the bid until the break even.
2. Keywords that need to be reduced
a. 7-day ROI "target ROI because it has transaction, additional purchase and collection"
According to the cost of additional purchase and collection, reduce the bidding, low price drainage and unnecessary investment
b. The 7-day ROI is about equal to the keyword of the target ROI, which can slightly reduce the keyword bid, which needs further observation.
Target ROI = 1 / gross margin
3. Keywords to be deleted
a. Long term launch, no keywords to show
b. Keywords with high display, extremely low click rate and poor delivery effect
c. Click many, long-term no conversion keywords
The above is how to optimize the key words of the through train, and the bidding of adjusting the key words only determines its own competitive environment, and determines who you will display together, which is the controller of competitiveness! The price adjustment of key words is to find a bid that can reach the break even point, so that the words that make money are more profitable, and the words that lose money are less profitable.
From the promotion data of keyword plan and orientation plan in the past 30 days, orientation has three advantages:
(1) Accurate orientation and good conversion rate: it is better to find people with products and judge interested buyers with n interest nodes.
(2) Click unit price is more cost-effective: compared with the click unit price of keywords, the click unit price of directional plan is relatively lower.
(3) Convenient operation, time-saving and labor-saving: select a good location or shopping intention, make a bid, and set up a crowd.
Conclusion:
1. There is no conflict between the targeted promotion plan and the keyword promotion plan, and they should be separated. It is better to create a new plan separately for the targeted plan;
2. Due to the large display and small number of hits, the general click through rate will be low;
3. The planned click rate and conversion of key words are relatively stable. Continue to promote. The one month data of targeted plan conversion rate in this promotion is relatively stable. You can continue to observe.