淘宝天猫店铺，免费流量和付费流量占比多少合理，全是直通车流量是否可以？_卖家业界观察

S 淘宝天猫店铺，免费流量和付费流量占比多少合理，全是直通车流量是否可以？_卖家业界观察_门别网

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	发表：2021/10/12 10:11:43 查看：94 回复：0 次
淘宝天猫店铺，免费流量和付费流量占比多少合理，全是直通车流量是否可以？

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很多人跟我交流过这样一个问题：

淘宝店（包含天猫）付费流量占比，一般多少比较合适？如果免费访客很少，大部分流量都来自付费推广，是否可以？

这个问题，确实非常值得探讨，因此，今天樊剑谈一下自己的思考！

同样的，面对一个问题，我们不能“一刀切”地讨论，而是要区分不同的情况来分析！

付费流量在淘宝店占比的多大才好的问题，主要可以从两个角度来探讨：

一方面，要看店铺目前的情况，是新店还是老店？店铺等级如何？

另外一方面，也要看付费流量本身的效果！

先说第一点，不同类型店铺，付费引流占比是不同的！

如果是刚开不久的新店，店铺信誉等级还很低，付费流量占比比较大，哪怕达到80%，都是很正常的！

因为一个新店，如果你不去运作，不给他通过直通车推广付费引流一些流量来“激活”，单纯靠免费流量，很难生存！

直通车推广，相当于店铺成长的“加速器”，类似于抖音里面的“dou+”功能，在新店前期，各方面“一穷二白”的情况下，

可以通过直通车引流，快速抢占排名，抢占流量，给新店积累访客，提升人气，从而提升销量，突破层级！

我们会发现，很多店铺开了后不到三个月都关了，原因是没有流量，没有成交，长时间得不到正向反馈，

自然就会关门大吉！因为开网店是为了赚钱，当人们发现开淘宝店的钱没那么好赚，甚至根本没有赚钱的希望的时候，

就不可能继续坚持下去，最终只能是感叹一声“理想很丰满，现实很骨感”…

但是，假如这些人学过运营，会使用直通车推广，情况可能就大不一样！

而对于老店而言，月成交额在10万以上的，付费流量占比，不宜过高，一般建议在整店销售额的30%以内！

比如某个店，月成交额是15万，那么，月均付费流量占比一般最多不要超过5万！

为什么要这样呢？

因为前期之所以不考虑付费流量占比，是因为前期啥都没有，考虑不了那么多，先必须得投入，让店铺活下来，

而到了月销售额10万+后，就不再单纯考虑店铺的成长了，而是要考虑盈利了！

然后，大部分产品的利润率，一般不会超过50%，绝大多数的产品利润率也就是30%左右，甚至不到30%，

这时候，如果付费流量占比过大，则根本没有钱赚！

另外，据说付费流量占比过大，也会影响自然搜索流量的分配，当然，这个没有确证，仅仅是江湖“传言”！

其实，主要还是是否有钱赚的问题，如果付费推广确实可以给店铺盈利，管它是否有自然搜索流量呢，这是另外一种境界？！

因此，对于月销10万以下的店铺而言，一般不用去考虑付费流量占比的问题，占比超过50%，甚至80%，都是可以的；

而对于月销10万+以上的店铺而言，则要控制一下付费流量占比，因为我们不能仅仅看销售额，还得考虑“成本”…

除了考虑到店铺不同的基础情况，还要考虑付费流量的投放效果！

有的店铺，成交额很高，但是，付费流量占比也很大，却不用考虑占比问题，因为付费流量本身就不亏！

在上面，我们之所以让控制付费流量占比，是考虑到利润问题，因为付费流量（只要是直通车推广）往往本身很难实现直接盈利，

往往都是带动全店的关联销售和隐性成交，或者通过老客户积累等方式来实现盈利，

而有的产品，付费推广本身表现就很好，比如我遇到过不少产品，直通车本身投产就很高，能达到3.0以上，甚至更高，

比如之前合作过一些产品，直通车投产能做到6.0以上，甚至8.0以上，那这种类型的产品，就完全不用考虑付费流量占比问题！

那考虑什么呢？

对于直通车推广本身就不亏的产品而言，要考虑的是如何在保持不亏的情况下，最大程度放大流量规模！

因为付费推广不亏钱，整个店铺，是绝对赚钱的！

如果你的直通车本身就不亏，那么，你应该在保持不亏的情况下，死命推广，机不可失，时不再来！

千万不要老是盯着直通车本身的数据，从而错失良机，老是不敢增加投入，导致店铺一直碌碌无为，永远都突破不了瓶颈…而且，没有一个产品，是可以一直稳赚不赔的，如果真有，那同行肯定会追上来，所以，为了防止同行追上来，我们要跑得更快…

还有一种情况，就是一些老店铺，或者发布时间很长了的“老宝贝”，由于某种原因，比如违规，比如类目竞争过于激烈，自然流量怎么着都提升不起来那种，如果采用付费推广，可以引入流量，带动成交，而一旦把直通车给停掉，则一段时间后，可能店铺就“死翘翘”了，完全没有了流量和成交，对于这种店铺，付费流量也是要坚持投放的！

最后，教大家一种评估全店是否亏损的方法，根据这个方法去计算，整店是盈利还是亏损，盈亏多少，就一目了然：

首先，进入生意参谋“交易”，交易概况里面时间周期选择“最近30天”，可以看到一个漏斗图，图的左边有个“支付金额”，记录一下，比如是50万

然后，统计一下付费推广花费，在生意参谋首页下面有个“运营视窗”，点击到“直通车消耗”上面，下面有小字显示“最近30日累计”数据，记录一下，比如是9万元。（如果有其他的付费推广，则加起来，直通车消耗+超级推荐+钻展）

然后，结合自己产品的利润率和支付金额，算出利润值，如上例，比如利润率是30%，则利润值=50万*0.3=15万

到这里，店铺是否盈利，就一目了然了：花了9万，赚了15万，最终真正的利润就是15-9=6万！

如果根据以上方法，计算出来的真正的利润如果是负数，则说明店铺是亏损的，需要对付费推广进行调整优化！

--电商人一灯，原创文章，接地气，说人话，即学即用----

一灯干货推荐6大干货！！！

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