W 公司淘宝直通车的关键词竞价研究【摘要】如今，电子商务盛行，淘宝网店数不胜数，淘宝卖家要想得到更多的流量，就需要了解淘宝网竞价搜索的标杆---直通车推广。淘宝直通车作为淘宝卖家进行店铺商品推广的重要方式之一，可以给商家带来更多的流量。在 W 公司中部分员工对直通车长尾词推广计划中关键词的出价并不了解，大多是根据系统推荐价或听取前辈意见进行出价的，没有进行深入分析其投入产出问题，没有针对性地对店铺进行关键词出价。本文以 W 公司的实际情况为案例，验证对于 W 公司来说的出价最优模型，从而得出结论：线性竞价模型是适合 W 公司的出价模型，在有限的广告投入成本内，可以取得较为可观的销售量和收藏加购。最后，在采取线性模型出价的基础上，结合实际情况和文献资料，对 W 公司淘宝直通车长尾词的关键词竞价策略方面提出一些个人建议。【关键词】淘宝直通车；竞价搜索；投入产出比Research on Keyword Bidding of W Company Taobao Through Train[Abstract] Nowadays, e-commerce is prevalent, and there are countless Taobao shops. If Taobao sellers want to get more traffic, they need to understand the benchmark of Taobao's bid search-through train promotion. As one of the important ways for Taobao sellers to promote store products, Taobao Express can bring more traffic to merchants. In W company, some employees do not understand the bidding of keywords in the long-term express promotion plan of through trains, and most of them bid based on the system recommended price or listen to the opinions of their predecessors. Make keyword bids on the store in a meaningful way. This article takes the actual situation of company W as a case to verify the optimal bidding model for company W, and concludes that the linear bidding model is a bidding model suitable for company W. Within the limited advertising input cost, it can achieve a considerable Sales and collection plus purchase. Finally, on the basis of adopting the linear model bidding, com...
