目 錄
第1章 流量的秘密
1.1 流量秘密........................................................................................2
1.1.1 流量概述 .....................................................................................2
1.1.2 流量增長的秘密 ...............................................................................4
1.2 術語注解....................................................................................... 5
1.3 案例：從0開始快速成長......................................................................... 10
1.3.1 破零 ........................................................................................10
1.3.2 主力推手——直通車 .........................................................................10
1.3.3 高效轉化—— 鑽石展位 ....................................................................12
1.3.4 品牌利器——品銷寶 .........................................................................12
1.3.5 借力共贏——淘寶客 .........................................................................13
1.3.6 水到渠成——自然搜索 .....................................................................14
1.3.7 成長之路 .....................................................................................15
1.4 小結........................................................................................... 16
第2章 自然搜索優化
2.1 自然搜索概述................................................................................... 19
2.1.1 自然搜索的定義 ................................................................................19
2.1.2 自然搜索的特征 ................................................................................22
2.1.3 影響搜索排序的因素 ........................................................................31
2.2 寶貝搜索優化實操案例.................................................................................. 49
2.2.1 保留商品主要流量詞和主要成交詞 .....................................................................50
2.2.2 行業內搜索關鍵詞的來源 .......................................................................54
2.2.3 優化寶貝標題 ....................................................................................61
2.2.4 自然搜索優化實操中的常見問題 ..................................................................63
2.3 小結............................................................................................. 67
第3章 直通車推廣
3.1 直通車基本原理.................................................................................. 70
3.1.1 什麼是直通車？ .........................................................................70
3.1.2 直通車推廣規則 .........................................................................70
3.1.3 直通車推廣計費方式 .................................................................71
3.1.4 直通車推廣類型分類 .................................................................72
3.2.1 直通車開戶資質 .........................................................................82
3.2.2 直通車推廣操作入口 .................................................................82
3.2 直通車操作基本流程............................................................................... 82
3.2.3 直通車賬戶充值 .........................................................................83
3.2.4 直通車新建推廣計劃操作 .........................................................84
3.2.5 直通車推廣寶貝 .........................................................................93
3.2.6 查看直通車報表 .........................................................................99
3.3 直通車操作技巧....................................................................................... 120
3.3.1 關鍵詞推廣技巧 .........................................................................120
3.3.2 直通車測款技巧 .........................................................................132
3.3.3 質量得分優化技巧 .....................................................................137
3.4 直通車常見問題解答................................................................. 140
3.5 小結............................................................................... 141
第4章 鑽石展位推廣
4.1 鑽石展位基礎原理......................................................................... 145
4.1.1 鑽石展位的概念 .........................................................................145
4.1.2 鑽石展位投放原理 .....................................................................150
4.1.3 鑽石展位天貓店鋪準入標準 .....................................................155
4.2 鑽石展位基本操作........................................................................ 155
4.2.1 鑽石展位操作基本流程概述 .....................................................155
4.2.2 鑽石展位資源位選擇 .................................................................156
4.2.3 鑽石展位創意的制作與上傳 .....................................................158
4.2.4 鑽石展位全店推廣計劃 .............................................................165
4.2.5 鑽石展位單品推廣計劃 .............................................................171
4.2.6 鑽石展位推廣效果監控 .............................................................176
4.3 鑽石展位推廣規則........................................................................... 181
4.3.1 違規處罰規則 .............................................................................181
4.3.2 行業資質 .....................................................................................181
4.3.3 上傳資質流程 .............................................................................182
4.3.4 創意審核拒絕理由 .....................................................................184
4.4 鑽石展位優化技巧............................................................................. 186
4.4.1 鑽石展位出價策略 .....................................................................187
4.4.2 鑽石展位定向布局與測試 .........................................................196
4.4.3 鑽石展位創意排行榜 .................................................................206
4.4.4 鑽石展位數據分析 .....................................................................208
4.5 鑽石展位熱點問題解答........................................................................... 218
4.5.1 為什麼資源位無法投放出去？ .................................................218
4.5.2 計劃投放方式選擇均勻投放還是盡快投放更好？ .....................................219
4.5.3 為什麼沒有可選創意？ .............................................................220
4.5.4 怎樣看待點擊率數據及評估創意的點擊率高低？ .....................................220
4.5.5 什麼是達摩盤，如何申請達摩盤？ .........................................220
4.5.6 活動期間如何制定鑽石展位推廣策略？ ........................................................221
4.5.7 鑽展重復展現的問題？ ......................................................................221
4.6 小結.......................................................................................... 222
第5章 品銷寶推廣
5.1 品銷寶概述.................................................................................... 225
5.1.1 什麼是明星店鋪？ .....................................................................225
5.1.2 品銷寶的創意形式 .....................................................................225
5.1.3 品銷寶的收費方式 .....................................................................227
5.1.4 品銷寶的投放人群 .....................................................................227
5.2 品銷寶如何建立推廣.................................................................... 227
5.2.1 注冊賬號，賬戶充值 .................................................................227
5.2.2 品牌授權 .....................................................................................228
5.2.3 新建計劃 .....................................................................................229
5.2.4 設置 .............................................................................230
5.2.5 .....................................................................232
5.3 品銷寶投放技巧............................................................................ 234
5.3.1 品銷寶報表查看 .........................................................................234
5.3.2 品牌單店模式 .............................................................................234
5.3.3 品牌多店模式 .............................................................................235
5.4 小結....................................................................................... 237
第6章 淘寶客
6.1 淘寶客基本原理........................................................................... 240
6.1.1 淘寶客概念 .................................................................................240
6.1.2 淘寶客推廣優勢 .........................................................................241
6.2 淘寶客推廣開通及信息完善................................................................... 241
6.2.1 淘寶客推廣開通 .........................................................................241
6.2.2 淘寶客推廣設置賬戶基本信息 .................................................246
6.3 淘寶客推廣傭金設置............................................................................... 251
6.3.1 淘寶客推廣傭金相關知識 .........................................................251
6.3.2 淘寶客欠款問題 .........................................................................253
6.4 淘寶客計劃設置和優化........................................................................... 254
6.4.1 通用計劃 .....................................................................................255
6.4.2 營銷計劃 .....................................................................................257
6.4.3 如意投推廣計劃 .........................................................................264
6.4.4 活動計劃 .....................................................................................268
6.4.5 淘寶客推廣報表解讀 .................................................................271
6.5 淘寶客推廣優化....................................................................................... 273
6.5.1 招募淘寶客 .................................................................................274
6.5.2 營銷計劃優化 .............................................................................276
6.5.2 淘寶客推廣建議 .........................................................................280
6.5.3 淘寶客推廣防騙 .........................................................................282
6.6 小結.......................................................................................... 282
第7章 新流量
7.1 微淘........................................................................................... 284
7.1.1 微淘概述 .....................................................................................285
7.1.2 微淘的發布 .................................................................................289
7.1.3 微淘操作技巧 .............................................................................302
7.2 內容及達人運營.............................................................................. 309
7.2.1 達人合作渠道——阿裡V任務平臺 ..........................................310
7.2.2 達人的優勢 .................................................................................311
7.2.3 常見的內容及達人欄目 .............................................................312
7.2.4 達人內容運營技巧 .....................................................................325
7.3 小結............................................................................................ 336
