A guide to starting a huge live broadcast

Optimizers all say that Juleliang Qianchuan is good, but how can Juleliang Qianchuan’s live broadcast be increased in volume?

Today our article will let you know the secret of huge volume from these 3 aspects!

1. The underlying logic of the massive amount of Qianchuan backend delivery

2. Methodology for the operation of massive Qianchuan live broadcast

3. How to avoid being locked into a small black room by the system

1. The underlying logic of the massive Qianchuan backend delivery

When we put a huge amount of Qianchuan ads, do we have such troubles:

Why is the plan not displayed after it was created?

——Is the bid not enough?

Why is there still no volume even though the bid is so high?

Is it because there is not enough planning?

Why can’t we increase the volume no matter how we optimize?

——Is it because of the flow restriction?

Tell you! None of these!

Now think about a question, what is the reason why the system shows it to you?

A one-sided understanding is to bid higher with more plans? These are just forms of expression! The core of the display provided by the system lies in the underlying mechanism of advertising delivery:

When netizens use the APP, every time they refresh the app, the system will match the corresponding ads from the ad library based on the user's attributes, and these ads will be sorted according to ECPM. After refreshing, users will see the top ads according to the sorting.

Whether Juliang Qianchuan can achieve a high volume depends on your ECPM ranking, so optimizing ECPM is the core.

Are there any optimizer friends who haven’t heard of ECPM yet?

ECPM = CTR (estimated click-through rate) * CVR (estimated conversion rate) * bid * 1000

If we want to influence ECPM, we must start from three aspects: CTR, CVR and bid. Bid is only one of the influencing factors. The core is still CTR and CVR. CTR will be affected by targeting, title, and creativity, while CVR will be affected by crowd quality, creativity, and live broadcast room.

Therefore, if the huge number of Qianchuan accounts cannot generate sales, don’t raise the price violently! Optimizing creativity is what you should do most!

How can I find my own optimization direction?

You can optimize it based on the maturity of the live broadcast room:

When the live broadcast room is more mature , focus on the optimization of the audience, title, material, etc.

When the live broadcast room is not yet mature , it is necessary to optimize the live broadcast room simultaneously with the delivery.

To optimize the live broadcast room, you must consider these factors:

Live broadcast room click rate, dwell time, shopping cart click rate, product click rate, likes, comments, follows, reposts, adding fans group, and average dwell time in the live broadcast room.

With these data, what we should think about most is how to occupy the user's stay time in the live broadcast room, shorten the conversion link and facilitate transactions.

2. Methodology for the growth of the live streaming of Huliang Qianchuan

1. Make the right judgment and find the delivery scenario that suits you

2. Operations in different links

① Early stage

I have summarized the account structure and orientation of the early stages in this table for you! Everyone remember to bookmark the article or save the picture!

②Precautions during the launch period

a. The 10 minutes before the broadcast is the live broadcast debugging time. It is not recommended to start the plan immediately because the incoming traffic cannot be fully handled.

b. If a plan/group/account has a low budget, it must be increased in time. Do not wait until the budget limit is reached before increasing it. Otherwise, the plan will take a long time to restart.

c. When the deep conversion goal cannot be activated, the next level of shallow conversion goal can be activated to drive traffic. After the traffic enters the live broadcast room, the deep conversion plan is easy to be driven (combination such as: order & click)

d. Pay close attention to changes in account balances (updated every minute)

e. The background consumption data is delayed, and the consumption dashboard can be paid attention to (updated every ten minutes)

f. Please note that the daily budget of a huge Qianchuan account can be adjusted 20 times a day. If it cannot be adjusted, it needs to be set to unlimited. At this time, the ad group/plan budget can be set

g. The pitcher and the live broadcast room should not be out of information. When pitching, they should pay attention to the situation of the field and make timely adjustments.

③Review after launch

a. Data review (key indicators of live broadcast, such as 1-minute viewing rate/payment rate/click rate, etc., compared with the industry market)

b. Store review (ROI/inventory/store DSR/product reputation)

If the reputation score is too low, the advertisement will be easily restricted. You must pay attention to improving it.

3. How can Juliang Qianchuan avoid being locked into the small black room by the system?

I hope today’s article will help you to increase your investment in Qianchuan!

Author: Houchang College

Source: Houchang College