20 pieces of Qianchuan investment experience and practice!

Since last year, Douyin e-commerce's delivery tools have evolved from the initial feed flow to the current integrated massive thousands of rivers. From the era of barbaric buying of traffic to the current era of refined delivery, delivery tools have always been a hot marketing tool for merchants.

But no matter whether it is the delivery tools or the delivery methods, they will keep changing with the market at any time. It is easy to get through the technical level by spending some money, but how to avoid detours and make the money worthwhile is the skill we should master.

Today, let’s talk about the huge amount of rivers. I originally wanted to write in more detail, but Qianchuan Academy has detailed courses on the basic content, so I won’t go into details and waste everyone’s time. Instead, I condensed it into the following 20 summaries, which I hope will be inspiring to you.

01. If you can spend money on traffic, don’t give it away for free. Time is important. Spending money is the fastest way to change your way of thinking, but spending money indiscriminately is not the right way to change your mindset!

In addition, don’t ever think that providing free traffic is taking advantage of the platform’s traffic for free. The free traffic you can get is actually giving back to the platform in another way, such as lost goods, labor, time… Therefore, free traffic is the most expensive.

02. In bidding advertising, traffic will only become more and more expensive, and 90% of extensive advertising results will not meet expectations.

In the early days of the platform, because there were few competitors and traffic was cheap, even a brutal purchase of traffic could yield good returns.

But this is just driven by dividends. With the development of the platform and the intensive entry of competitors, traffic costs will inevitably rise, and the ROI will not be too high.

03. Don’t just focus on the ROI of a single game. Develop a long-term investment mindset and switch from the ROI perspective to the GPM and PPM perspectives.

What is GPM? That is, sales per thousand views, which is a consideration of the conversion efficiency of the live broadcast room. The platform will not waste its traffic, and will definitely allocate more traffic to the live broadcast rooms that can contribute commercial value to the platform. This is also a key indicator for leveraging paid to free.

What is PPM? That is, the profit per thousand views, which is the merchant's profit evaluation indicator, calculated by excluding your various costs. Therefore, the platform pays more attention to GPM; merchants pay more attention to PPM.

04. For novices, don’t rack your brains to study various delivery methods and strategies. It is most necessary to understand Qianchuan’s underlying logic first.

Qianchuan's bidding model is OCPM, O stands for optimization, CPM can be understood as spending money to buy traffic, and OCPM is the optimized bid per thousand impressions. In layman's terms, the system will PK based on the ECPM value of the advertisement. The higher the value, the greater the chance of being displayed. It does not mean that the higher the bid, the more impressions will be obtained.

The calculation formula is: ECPM=bid*estimated click-through rate*estimated conversion rate*1000. In information flow advertising, click-through rate is also called CTR, and conversion rate is called CVR. The conversion bid is equivalent to the cost of obtaining traffic. However, based on this formula, we can optimize the click-through rate and conversion rate during the delivery, thereby improving ECPM and ultimately obtaining traffic at a lower cost.

05. Please put the "conversion rate" in the classic e-commerce formula "Sales = Traffic * Conversion Rate * Average Order Value" first, Sales = Conversion Rate * Traffic * Average Order Value.

Because, if you can’t achieve conversion (the ability to handle people, goods and venues), all the traffic you get will be a waste! High-quality content is the best solution to reduce traffic.

06. There is no universal delivery methodology. Different categories and teams have different delivery models.

There are various Qianchuan detonation and card point gameplay on the market now. Many people are keen on pursuing this kind of gameplay, but when they actually practice it, they find that it doesn’t work at all. You can refer to it for reference, but remember not to imitate it mindlessly.

07. The marketing strategies are different at different stages. Don’t spend money mindlessly, but don’t be stingy with your money either.

Cold start-up period: select precise groups of people for products + refined planning of live broadcasters, goods and venues = precise account labels. Similar influencers are preferred for the group of people. The choice of conversion goals is determined by the anchor's ability to undertake. New anchors give priority to placing orders and completing orders, while experienced anchors give priority to shallow goals such as product clicks, entering the live broadcast room, and commenting.

Development stage: Doujia heats up short videos, breaks the weight of video traffic, and can push videos at any time to replenish the volume. Qianchuan Professional Edition accurately guides traffic to the live broadcast room, with conversion goals mainly based on orders and transactions, to maximize the sales of the live broadcast room and the ROI of the investment.

Mature stage: Based on the accumulated population data, maximize the delivery volume, reasonably allocate the budget to each channel, test the delivery effect of the new channel, and form a delivery process.

08. Conversion goals are divided according to user behavior paths, from shallow to deep. The closer to the e-commerce goal, the more expensive the cost, and the corresponding traffic will be more accurate. It needs to be reasonably matched according to one's own promotion needs.

Shallow conversion goals (entering the live broadcast room, increasing the number of fans in the live broadcast room, and commenting in the live broadcast room) are mainly aimed at increasing the popularity of the live broadcast room. The e-commerce conversion goals (clicks on products in the live broadcast room, orders placed in the live broadcast room, and transactions completed in the live broadcast room) are aimed at promoting sales growth in the live broadcast room.

09. The planning orientation settings at different stages are different, following the principle of gradually loosening the orientation from narrow to wide.

The crowd is targeted based on gender, age, and region. The crowd is closely centered around the live broadcast room, anchor, and product crowd portraits, and you can just select the appropriate crowd combination.

10. The core of Leica targeting lies in word combination. Start the test from a narrow perspective and then gradually expand it.

Keyword precision ranking: product words>product function words>target population characteristic words>industry category related words. In addition to system recommendations, you can also search for words through:

• A: Douyin search drop-down box, traditional e-commerce drop-down box
• B: Massive Engine-Keyword Recommendation:

  https://ad.oceanengine.com/

• C: Huge amount of arithmetic:

  https://trendinsight.oceanengine.com/

• D: Eastcom Marketing Cloud:

  https://cem.marketingdesk.cn/

11. The core of talent targeting lies in talent selection. You should choose suitable talents based on the ability of your own live broadcast room to undertake the program.

A: How to find it?

• In the Douyin search box, search for product keywords → Dress → Filter users/Filter videos
• Home page recommendation, interest instead of search
• Small shop master square, Doudian-Marketing Center-Master Square
• Data tools such as Chan Mama/Feigua/Douchacha

B: How to choose?

• First analyze, Chanmama/Feigua/Douchacha and other data tools - live broadcast analysis, short video analysis, product analysis, fan analysis
• Then select: 1. Select mid-level anchors 2. Focus on anchors who sell goods, not experts who sell goods 3. Don’t force your personality, anchors with strong stickiness, group them for testing, and continue to screen through delivery tests

12. The core of DMP population package is the construction of population package and the testing of delivery plan, in which the fittest will survive and high-quality population packages will be expanded and low-quality population packages will be deleted.

13. Bidding is the most direct factor in determining traffic costs. Once the average is measured, the subsequent adjustment range should be controlled within 10% as much as possible.

The bid will affect the competitiveness of the advertisement, that is, the ecpm value, which will directly affect the consumption of the advertisement. If the cost is high but the consumption is acceptable, then lower the price; if the cost is acceptable but the consumption is small, then increase the price. Remember not to modify it frequently. Do not adjust the bid too many times a day. More than 2 times is considered too many.

14. Master the AB testing thinking. The core is to test only one variable at a time and conduct different versions of tests at the same time. It can help you test dimensions such as products, audiences, bids, and materials, which are must-learn strategies for advertising.

15. The essence of creative material advertising is exposure. The quality of the material determines whether users want to know more about you.

Directly project live broadcast room real-time picture, people, goods and venue, venue is the first priority

Short video materials can be continuously tested based on AB testing thinking to find high-quality materials. They can be found through third-party data platforms such as Chanmama and Feigua, as well as the official massive creative sources, and then imitated and tested.

16. The basic idea of ​​data analysis is to look at the overall picture first, then the details, and finally the longer-term view.

First look at the data of the entire account, and then look at the groups, plans, and creatives separately. When looking at the plans, sort them by consumption, focusing on the plans with the largest consumption. Just looking at the data for one day has no reference value. It is normal to have fluctuations. You need to look at it over a longer period of time, such as 7 days, 15 days, or 30 days to make an evaluation.

20. The platform provides a "buying volume" service, that is, purchasing user conversion volume. Only by obtaining sufficient exposure first can the base number of the conversion funnel be guaranteed; only by effectively controlling the conversion cost can the cost-effectiveness of buying volume be obtained.

above. I hope these 20 experiences in investing in Jueliang Qianchuan will be inspiring to you. Please remember to click “like” and share with friends in need. Thank you for your support.

Author: A Tao and Chu Xin

Source: A Tao and Chu Xin