Championship Education: What are the factors that affect the quality score of the through train?
According to the official deduction formula of the through train, we can see that the higher the quality score of our own keywords, the lower the corresponding actual bid will be. Then improving the quality score can reduce our actual direct train promotion costs. So what exactly should be done? Talk about winning the championship.
①Creative quality
Basic score: The product picture is clear, the creativity of the selling point is highlighted, there is no fresh cowhide and watermark, and the aesthetics is very good, so you can get a high basic score.
Advanced score: Select 4 high-quality creative pictures, turn on the carousel mode, accumulate creative data (mainly look at the relevant click-through rate, the higher the click-through rate, the better the picture), and then select the one with the highest creative score from these 4 pictures The picture is used as the creative main picture.
②Correlation
Basic points: The category attributes released by the baby are all correct.
Advanced points: The keywords overlap with the creative title, and can clearly describe the highlights and attributes of the product.
③ Buyer experience
Display Score: Select keywords with high display index through traffic analysis
Click-through rate score: Optimize the click-through rate with creativity, and set the crowd premium appropriately
Conversion rate points: Select high-quality baby to promote, and optimize in many ways to increase the baby’s conversion rate.
For a baby, the more impressions, the higher the click-through rate, the higher the conversion rate, and the better the corresponding experience of course.
- Crowd positioning
According to your own business category, determine your target group, and then combine with the data analysis in the business staff, you can basically determine the scope of your prospective customers. Promotion costs, and precise placement is conducive to improving the conversion rate of products.
- Regional display
According to the area list of the through train and the analysis of the visitor area data on the business advisor, the areas suitable for this product can be screened out comprehensively, or it can be seen which part of the area customers prefer our kind of baby. Similarly, according to the comprehensive data obtained To optimize the key delivery areas of the through train, and adjust the corresponding crowd premium according to the click rate of each region, such an operation can maximize the use of the function of the through train. Careful consideration of the above content can help you to do a direct train faster and get profits faster.
Of course, the main function of the through train is to help us drain traffic. If the customer enters the store without a transaction, there may be many factors. It is necessary to do a good job in the overall decoration and layout of the store, baby planning and details, and various aspects of the through train optimization. I can also give you some optimization ideas here. You can find the treasures with high click-through rate, many browsing times, and more collections and purchases through the background of the business advisor. Combined with the report of the through train, analyze the data of these treasures, and focus on clicking rate, conversion rate, bounce rate.
If the baby’s click-through rate is relatively low, we suggest that you can replace the creative main image when promoting the through train, but the conversion rate is not ideal, you can add more detailed images and physical images of the baby, and introduce the baby’s relevant instructions in detail , if appropriate, you can put some screenshots of the buyer’s praise on the baby’s description page; if the bounce rate is relatively high, you can do a good job in related sales, increase the buyer’s stay time in the store, and increase the exposure of multiple products.