Winning the championship education: Analysis of the reasons for the ineffectiveness of the opening of the through train
Winning Education recommends everyone to understand the function of the title, main picture, and detail page before driving through the train. If you don’t even understand the function of the basic rules, then you are wasting money.
The title determines your search, the main image thinks whether others will click to see it, and store promotions such as product detail pages and prices determine your conversion rate.
I don’t know what your specific data is. The amount of display shows that the words you choose and the price you offer are better. Taobao shows you, but the display does not mean the number of clicks. You also need to look at the number of clicks. Whether the main picture is attractive, do not change the main picture at will, it depends on the data, and the title cannot be changed at will.
In short, there are several reasons why the through train promotion did not show up:
There are too few keywords. It is recommended to add a few more words. You can add 5-10 words that show the upper average.
Matching method. If exact match is used, the display will be smaller
The bid is too low. The bid is low, the ranking is low, and of course it does not show
Low weight. Especially the newly opened plan, the performance in this regard is obvious, the bid needs to be increased, and the 10 points will be quickly increased.
Crowd problems. Crowds follow “Matthew’s Law”, the better you drive, the more you show, and you need to plan well
- Territorial restrictions. If you select fewer provinces, the display will also be lower
Combining the above reasons, we have the following measures to deal with
By default, the creative map is matched in the preferred way.
When the amount of creative image data is small, the system will rotate it to ensure that each creative gets enough judgment data to display.
After each creative has enough display data, the system will correspond to the display position according to the creative of different sizes, and select the creative with excellent data to match and display.
If the data does not perform well, the system will gradually reduce the frequency of presentation, allowing other creative ideas with good performance to gain more opportunities for presentation. Deleting or modifying an idea map with existing data may bring the program to cold start again.
The home page placement usually grabs the white background image first. Other creative images have large font psoriasis, or do not meet the delivery requirements, resulting in the failure of the creative review, or do not meet the placement requirements, which may affect the display of some creatives.
The above are some of the experiences of winning the championship. I believe that you will find the reasons and solutions to deal with it by eliminating the above items step by step.