How do Qianchuan video delivery and direct live broadcast rooms cooperate?
Popular knowledge about search traffic, bidding and claim rules!
Qianchuan’s advertising has always been a hot topic in live streaming e-commerce, and search traffic has become a means of quickly cold starting an account. How to establish crowd labels through search traffic?
Search traffic number generation methodology
Teacher Liang Yi has managed the cold start of traffic in live broadcast rooms for many brands and has his own mature methodology for "search cold start". For example, the live broadcast room shown in the picture had its first broadcast lasting nearly 6 hours, with nearly 2,000 viewers and sales of 18,000. Search traffic accounted for 73.42% of this live broadcast. The second live broadcast started immediately afterwards. During the three-hour live broadcast, the number of viewers reached more than 10,000, with transactions exceeding 70,000 yuan. The search traffic from the more than 10,000 viewers accounted for 78.39%. Teacher Liang Yi mentioned: "There are different models for cold starting an account, either spending money or spending goods, using good content to exchange traffic with Douyin. However, we used some methodologies, as well as specialized operations and actions in the process of cold starting an account, so that the search traffic in the live broadcast room accounts for 70%~80%." When this live broadcast room starts its third show, is search traffic still the main source of traffic? The third show lasted for a total of 6 hours, with more than 35,000 viewers and a GMV of 200,000. Looking at the source of traffic for this live broadcast, natural traffic rather than search traffic occupied the first place, free traffic accounted for 79.86%, and search traffic only accounted for 5.72%. During the cold start of the account, Liang Yi observed two things: “Based on the judgment and operation of the account, the first thing is that Douyin is increasing the proportion of search traffic entering the live broadcast room, and further improving the penetration rate of the live broadcast e-commerce market.
Douyin announced in 2020 that its daily active users exceeded 600 million. For a platform with such a high number of daily active users, there are about 100 million live e-commerce users, and the penetration rate of e-commerce users who actually watch live broadcasts and buy things in the live broadcast room is less than 20%."
The 20% penetration rate means there is a lot of room for growth. Douyin is constantly improving users' e-commerce shopping experience, allowing more users to buy better-quality products and services on Douyin, thereby increasing the penetration rate of live streaming e-commerce. Teacher Liang Yi mentioned: "Recently, the proportion of traffic directed from Douyin short videos to live broadcast rooms has increased. When users search for keywords on Douyin, Douyin will quickly match a vertical live broadcast room with the keyword, and the proportion of search traffic entering the live broadcast room has gradually increased." In addition to these increases, Mr. Liang Yi also used Qianchuan's backend to deliver search traffic. By purchasing keywords, he imported the search keyword traffic into the live broadcast room. As an algorithm-driven platform, Douyin ensures the accuracy of the search and sells this paid result, making brands, merchants, and advertisers more willing to pay. By using specialized operating methods to forcibly bind the live broadcast room to a certain vertical keyword, the traffic in the live broadcast room will increase and the traffic will be extremely accurate.
Teacher Liang Yi mentioned: "As shown in the figure, Qianchuan's backend currently delivers search traffic ads, with high conversion rates and payment rates. The screenshot shows the beauty category, with a payment rate of 5.8%. The beauty category is different from the clothing and food categories, and it is rare for direct investment to have such good data."
Search advertising provides a channel for precise delivery and a ROI that is equal to or even higher than that of other advertising channels. This is undoubtedly a good way for brands and businesses to cold-start their accounts. Therefore, Mr. Liang Yi shared two conclusions: 1. Search traffic plays a vital role in the cold start of a new account and can help the account break through without friction;
2. The search traffic volume of each live broadcast room is limited. We can establish crowd tags through search traffic, and then quickly increase the free traffic of the live broadcast room with natural traffic, and finally complete the cold start of the live broadcast room with natural traffic operation.
Through extreme operations, the live broadcast room and search keywords are forcibly bound to help the account survive the cold start. Teacher Liang Yi mentioned: "If the number of people online in the live broadcast room exceeds 10,000, then the main source of traffic must not be search traffic. Although search traffic is very accurate, it is still relatively small, just like accurate paid traffic. It is impossible for a live broadcast to invest hundreds of thousands of search traffic." Three characteristics of search traffic: 1. Accurate traffic. Unlike Taobao and JD.com, Douyin is essentially a search e-commerce platform. As a pre-demand platform for interest-based e-commerce, Douyin’s search and matching results are very accurate.
2. Search traffic is very limited. After completing the cold start of the account through search traffic, it is difficult to make the search traffic source occupy a large proportion in every live broadcast. Douyin’s interest e-commerce uses precise algorithms to match people with goods, based on a combination of paid and free traffic, rather than search traffic;
3. There is a large room for growth. The official announcement in 2021 showed that the number of daily searches reached 400 million times, and there will be more traffic in the future and even exceed 1 billion times.
Teacher Liang Yi simulates user search: For example, if users want to buy facial masks, snail noodles, or sunscreen; if users want to lose weight, whiten their skin, or help them sleep; if users want to know the efficacy of a certain brand of product, such as Estee Lauder eye cream or Helena black bandage, they will search for keywords. How can we make sure that the keywords that users search for on TikTok can be matched to the live broadcast room that is currently being broadcast? It can be obtained through methods such as binding operations keywords and setting search keywords.
How to improve the weight of search traffic
1. Verticality and relevance of SKUs sold in the live broadcast room
If the live broadcast room is a supermarket-type room, then there is a high probability that there is no way to bind keywords. Supermarkets sell everything, and when users search for keywords of a single category, the live broadcast room will most likely not be pushed to the user. The live broadcast room has many SKU categories and cannot meet the user's search expectations. The live broadcast room of a single category can be bound to keywords through the use of techniques. The details that need to be paid attention to in operation include: the title of the live broadcast room, description copy, sharing topic cover, etc. These are often the key points that are most easily overlooked. For example, if selling snail noodles, the live broadcast title can be changed to "Snail Noodle Family", and the description copy can be "Live Broadcast Room Big Sale", "50,000 People are Watching Noodles in the Live Broadcast Room" and other similar topics, and bound to the search keywords of the live broadcast room.
2. Verticality and relevance between short video content and live broadcast content
The weight and labels of short videos are different from those of live broadcast rooms. How to connect the weight and labels of live broadcast rooms and short videos? The short videos are shot based on the products being sold in the live broadcast room, and the account publishes entertaining and funny content. Even if a lot of fans are gained, the accuracy of the fans is not high, and the live broadcast room is still not popular. The short video content produced must be related to the products sold in the live broadcast room, and vertical keywords must be forcibly bound to the live broadcast room.
3. Conversion rate of vertical products in the live broadcast room
Operations have been conducting efficient matching of people and goods. Regardless of whether it is a unilateral operation of a live broadcast room or a short video, the key is whether the live broadcast room can be converted. Users enter the live broadcast room by searching for keywords. If the products in the live broadcast room cannot arouse the user's interest or the price is higher than that of similar live broadcast rooms, users may leave the live broadcast room directly. When a large amount of natural traffic pours into the live broadcast room, and the anchor fails to take over the traffic for conversion, it will be difficult to attract large traffic to the live broadcast room after the broadcast.
4. Hot words and bullet comments in the live broadcast room with high frequency of interaction
The words that users discussed most in this live broadcast are keywords. How to create high-frequency interactive hot words in the live broadcast room? You can customize a comment to achieve high-frequency interactive hot words through lucky bag guidance, physical lucky bags, coin lucky bags, etc. Teacher Liang Yi shared: "Stable broadcast time and duration are very important. It is easier for the Douyin platform to obtain stable traffic by broadcasting at a fixed time period. For example, if the broadcast is fixed from 8 to 10 in the morning, the Douyin platform has a traffic pre-allocation mechanism. During this time period, Douyin will allocate traffic in advance. It is like a horse racing mechanism for a live broadcast. If the data performance of the live broadcast room is good, the system will recommend more traffic."
Therefore, when doing live streaming to sell goods on Douyin, Douyin hopes that merchants can broadcast regularly and output short video content. If they start broadcasting to sell goods in a certain period of time, there is a high probability that they can obtain more stable search traffic.
5. Product link weight
After Douyin launched the “Guess You Like” page, many merchants listed their products by registering small stores. Each product has a probability of being pushed to the “Guess You Like” page. The exposure rate and click rate of this page indirectly affect the weight of the product link.
In addition, the account's reputation, positive reviews, store experience points, after-sales and other details also play a very important role. When all the details are taken into account and users are well served, the account and live broadcast room will also receive greater traffic recommendations.
Teacher Liang Yi finally emphasized: "Cold starting an account through search traffic is only a short-term method. It mainly uses search traffic to leverage natural traffic. The first step is to bind the live broadcast room with a certain keyword. The users coming through search traffic are very accurate. Then, through the conversion of people, goods and places, account labels are quickly established. After that, natural traffic will become more accurate, and conversion will be further enhanced through accurate traffic."
