How to increase the click-through rate of the massive Qianchuan in the direct broadcast room?

“What is the acceptable click-through rate?”

Regarding the question of what is an acceptable click-through rate for Jueliang Qianchuan , there is actually no unified standard, only an acceptable ECPM value.

ECPM value calculation formula: ECPM value = bid * estimated click rate * estimated conversion rate * 1000

If the bid is certain, if the click-through rate is low but the conversion rate is high, then the click-through rate is qualified; if your click-through rate is high but the conversion rate is relatively low, then this is also OK; of course, if both are high, then it is the best and the plan most likely to explode.

Therefore, whether the click-through rate of Jueliang Qianchuan is qualified or not depends not only on the individual data but also on the overall data.

Since there is no uniform standard for click-through rate, what are the factors that affect the click-through rate? How can we improve the click-through rate of Juleliang Qianchuan? This article will help you understand.

The impact of two outer creative forms on click-through rate

If we want to solve the problem of how to increase the click-through rate of a huge number of Qianchuan ads, we must first understand the various creative forms of advertising.

Qianchuan Advertising has two main external creative forms: direct live broadcast room and short video live broadcast room .

The impact of two creative forms on click-through rate:

Users can directly click to enter the direct broadcast room, but if it is a short video, users will only click after watching the short video and are interested in it.

1) Directly into the live broadcast room , users may click in because of your words, scenes, or the host’s good looks;

2) When it comes to short video traffic generation , it is not about how good your anchor's words are. Whether or not people click on your product depends on how good your product is and whether users are interested in it.

Therefore, under the premise that other conditions remain unchanged, the click-through rate of the direct broadcast room is higher, but the conversion rate is lower; the click-through rate of the short video live broadcast room is lower, but the conversion rate is higher.

How to increase the click-through rate of the massive Qianchuan in the direct broadcast room?

There are two main aspects to start from: scene attraction and rhetoric attraction .

The setting up of the live broadcast room scene, the host's script, and the interaction with users have a great impact on the improvement of your overall click-through rate. Therefore, the course improves the click-through rate of Qianchuan by differentiating the scenes and optimizing the live broadcast scripts.

The impact of different targeting methods on the click-through rate of Big Data

You can look at the following set of data:

Among them, the ones above are all "similar experts" with a click-through rate of 3-5%, while the ones below use "basic targeting" and only limit age, gender, and region, and its click-through rate is just over 2%.

Therefore, the broader the targeting, the lower your click-through rate, but the display volume will be high, and the accuracy of the targeting will also affect your click-through rate. The higher your click-through rate, the easier it is to scale up your plan, the easier it is to consume, and the better your ROI.

Summary of factors affecting the click rate of huge amount of Qianchuan

1) Different external creative forms

Is it a direct live broadcast room or a short video live broadcast room?

2) Anchorman's speech and scene setting

If it is a direct live broadcast room, the host's words and scene setting will affect the click-through rate and the number of people who click to enter the live broadcast room.

3) Targeting method and label accuracy

Targeting accuracy (Leica targeting, DMP crowd package, expert similarity), label accuracy (system recommendation)

If it is precise targeting, the click-through rate will be relatively higher. If the label is not accurate and there is no restriction on the delivery, the click-through rate will be very low.

If our labels are not accurate and we do not limit the targeting, the click-through rate will be very low. However, after labeling in the early stage and then using the system recommendation without limiting the targeting, our click-through rate will be higher.

After understanding the factors that affect Qianchuan’s click-through rate, you can analyze the account and make targeted optimizations based on these factors.