直通车实操篇--低价精准引流操作日记!
[网商人论坛] 如何来看待低价精准引流呢,它的意思就是用更少的花费获得更多的流量,既包含了直通车最基本的精准引流问题,又包含了降低PPC方面的优化问题。最近有很多同学问我关于直通车的问题,问题层出不穷,其实问的问题都是类似的,那真正用一句话来总结就是如何低价精准引流。那如何来看待低价精准引流呢,它的意思就是用更少的花费获得更多的流量,既包含了直通车最基本的精准引流问题,又包含了降低PPC方面的优化问题。
首先大家来看几个公式,UV=PV*点击率,在相同展现量的情况下,想提高我们的点击量必须不断的提升我们的关键词的点击率;PPC=花费/点击量,在预算不变的情况下,如想获取更多的点击量,那就必须降低我们的PPC;实际扣费=下一名出价*下一名质量得分/自己质量得分+0.01,要想降低PPC,必须提高关键词的质量得分。所以通过这3个最基本的公式,我们可以发现点击率和质量得分是你操作直通车的两个关键点,那这2个因素又存在着什么关系呢?
先给大家看下我最近操作的直通车部分截图:
那这个计划做的好还是坏呢?如何评判?其实做直通车前期是需要我们了解自己行业的平均水平(点击率,PPC,转化率),这样我们做直通车就有着一个参照标准,也是我们后期优化的一个目标值。就不会像大多数人一样盲目的操作,出现了问题也不知道怎么解决。下面2张截图是我参照3个月的行业数据。
通过上面3张截图,大家又发现了什么呢?是不是我的关键词质量得分全是10分,扣费要低于行业水平,我的点击率是行业点击率的好几倍?OK,那其实质量得分是横贯直通车始终的,影响它的最直接最核心因素就是点击率(账户权重,创意,相关性,买家体验这些基本因素暂不一一说明),所以对于中小卖家来说,不论是想获取更多的流量还是减少扣费,前期都必须做好质量得分,也就是做好点击率。所以大家也不要一直问我质量得分怎么一直做不上去,你先去了解清楚你行业的平均水平怎么样,你是否达标,如果你连行业平均水准都达不到,你觉得你能做上去么?
那如何快速的提高我们的质量得分呢?具体的操作步骤怎么样?先给大家介绍一种手法。
1.只添加一个关键词,精准匹配,这个关键词必须是和你的产品相关性非常高的,展现量中下等,点击率相对高的精准词(不明白这句话的也不解释了)
2.关键词出价为行业平均出价的30%-100%,或是行业平均出价的3-5倍(具体看类目,后者效果更好),无线折扣比例180%-200%
3.做高点击率,点击率至少做到行业平均水平的1.2-1.5倍以上,点击率一天比一天高,操作1-3天,关键词基本上10分(帐户权重非常差的除外)
4.再添加其他关键词1-2个,加进去的关键词质量得分也基本是9-10分,重复以上操作步骤,然后再添加2-3个关键词,后面以此类推,整个计划就慢慢做起来了。
总结:控制展现,想尽办法做高点击率,无线端折扣比例要高
操作手法我们知道了,下面我再给大家讲些小细节小技巧——提高点击率的优化方向
因为一个计划前期重心是必须放在点击率上,后期会加强计划的转化率方面数据,因为转化率会稳定我们的关键词质量得分,先不讲。如果产品不给力,创意图片不给力,那大家想到的最多的肯定是补点击,补转化,那点击率也可以通过这种方式提高。那除了这点,我们其实还有很多可以相对提高点击率的优化方法。比如:
1丶关键词。选取展现量适中,点击率相对高的词,前期先不考虑转化率(先从简单词下手,否则一开始难度太高的不好控制)
2.匹配方式。精准匹配,目的是为了控制展现量(根据关键词实时展现可以改为中心或是广泛)那点击不变的情况下,点击率会更高。
3.投放地域。前期只投放点击率相对高的地域,把点击率差的地域给屏蔽掉,后期看点击情况慢慢开放其他地域(前期可以先投放10-20个左右地域)
4.时间折扣比例。在行业热卖高峰时段设置高比例,也会相应提升点击率,这个通过自己的生意经情报助手可以查看。
提升点击率的方法还有很多,今天先给大家分享这么几点。提升质量得分其实非常简单,我很纳闷为什么很多人一直把质量得分作为自己的工作重点,其实原因还是在于他们还不了解提升质量得分的原理以及影响它的因素,一一针对去提升去优化,10分手到擒来。今年搜索变了,直通车也变了,直通的玩法也是多样化的,快速操作直通车的小技巧也有很多,欢迎大家来一起交流分享。
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