How to place advertisements in Juliang Qianchuan live broadcast room

Juliang Qianchuan builds video or live broadcast advertising plans to promote products, increase sales of small store products, and improve ROI. The massive amount of Qianchuan advertising traffic brings product purchase conversions, while leveraging stronger free natural traffic videos/live broadcast rooms to obtain more recommendations.

The following analyzes how to build a huge Qianchuan live broadcast promotion account from the perspectives of building suggestions, startup period, advanced period, volume-running period, budget, and creativity.

01 Cold start phase of the live studio

Funding: 7,000 yuan

Number of days: 7 days

Stage delivery tools: Xiaodian Suixintui or Qianchuan Express Edition

Stage goal: Make the order plan have consumption and ROI greater than 1

Targeting: Start with broad-based targeting (e.g., beauty products, targeting 18-40 years old, female). Expert targeting is not recommended at this stage.

Delivery target: At this stage, the [Product Clicks] and [Order Plan] of the new live broadcast room are likely to have no consumption. In fact, the live broadcast room itself does not have too many product clicks and order data. The system does not know what type of people will be converted at all, and dare not give the quantity. When a certain number of users come into the live broadcast room and complete the goal of [live broadcast room viewing], product clicks and order plans will be easier to consume. The system roughly knows what type of people you need in your live broadcast room. Making an order can consume investment in making the order, making an order does not consume investment in product clicks, and product clicks do not consume investment in site views.

Bidding: There is no need to bid for the small store promotion. You need to pay attention to the bidding for different delivery target plans in Qianchuan Express Edition. Don’t be confused. The minimum bid recommended by the system in Qianchuan is relatively high. The initial bid of the plan can be slightly lowered, and then gradually increased if there is no consumption. You can also bid automatically +300 budget

During this stage, we purchased traffic to provide the live broadcast room with viewing data, click data, and conversion data. Until the pure order plan has consumption and ROI is greater than 1.

02 Directional optimization stage

Funding: 32,000 yuan (based on a budget of 1,000 yuan per independent directional plan)

Days: 6 days (the number of days for the study period of the two test plans)

Main delivery target: order completion (can be combined with other items in small quantities)

Stage delivery tools: Qianchuan Express Edition + Qianchuan Professional Edition

Phase objective: To stabilize consumption of order plans and determine sustainable targeting of target groups

1. Basic orientation test, select the best basic orientation

Basic targeting is divided into: age group, operating system, and gender.

5 age groups: 18-23, 24-30, 31-40, 41-49, 50 and above

2 sets of operating systems: IOS and Android

2 groups of gender: male and female

The total number of basic orientations is 2*2*5=20 combinations, 20 plans

Supplementary Note 1: Some products can exclude absolutely non-product groups, such as beauty products can directly exclude men, so the basic directional combinations that need to be tested at this stage can be relatively reduced.

Supplementary Note 2: At this stage, you can select the system recommendation for behavioral interests, and do not select the expert-targeted suggestions. You can temporarily set a group of content tags to stabilize other delivery factors and only do basic targeting tests.

By looking at [consumption level] and [conversion cost], we can evaluate what basic targeting is suitable for our live broadcast room. For example: From data feedback observation, if the consumption level and conversion cost are appropriate for people aged 24-49, then the age group is locked in; if the conversion cost of Android system plans is high, then the Android system is excluded.

(In special cases, such as when only the consumption and conversion costs of a single age group are acceptable, but not others, you can select the appropriate age group and automatically release the age group to avoid too small a volume. First, implement targeted delivery based on a certain foundation.)

2. Crowd-oriented testing, select useful crowds and content tags

The population is divided into 3 groups

1. Behavioral interest secondary category words

2. Behavioral interest keywords

3. Expert Classification

Content tag words are divided into 4 groups

1. Product related tags

2. Product brand related tags

3. Product usage scenario related tags

4. Product user related tags

Combined with the best basic orientation, there are a total of 1*3*4=12 combinations and 12 plans.

Whether targeting is feasible is still determined by evaluating the [consumption level] and [conversion cost].

Additional note: Even if you have obtained the most appropriate orientation and have multiple professional plans to get through the learning period, each live broadcast room still needs to be matched with a rapid promotion plan (observing a lot of live broadcast sessions and accounts, so far, rapid promotion is often better and more stable than professional version data)

After getting the best delivery orientation, we will enter the stable delivery stage. At this time, we need to test

1. How much money should be invested in each game?

2. Is it best to just make a single order or combine it with other delivery targets? If so, what should the ratio be?

I will not elaborate on the specific analysis of this part of the case, the law is still

1. Make a bold guess

2. Quick adjustment and testing

3. Data Recording

4. Draw conclusions

03 Live broadcast room operation optimization

The most important thing in live streaming e-commerce is the optimization of the live streaming room itself. Starting from the live streaming room, the optimization of the live streaming room itself cannot be stopped.

As for the advertising, the data is bought with money and is very valuable. If the data obtained cannot be fed back to the subsequent live broadcast room operations, it will be a huge loss.

So how should Qianchuan’s delivery data be fed back to the operation of the live broadcast room itself?

Data records: consumption, display, on-site viewing, number of people staying for 1 minute, shopping cart clicks, product clicks, order volume, sales

Calculation data:

1. 1000 exhibition cost = consumption/display*1000 (the lower the value, the better)

2. Entry rate = field view/display (reference value 5-8%, the higher the better)

3. Stay rate = number of people who stay for 1 minute / number of viewers (reference value 20%, the higher the better)

4. Shopping cart click rate = shopping cart clicks / site views (reference value 70%, the higher the better)

5. Product click rate = product clicks / shopping cart clicks (reference value 70%, the higher the better)

6. Order rate = number of orders / number of product clicks (reference value 4%, the higher the better)

7. UV value = sales / field view (reference value 1.5 yuan, the higher the value, the better)

8. ROI = Sales / Consumption

Supplementary Note 1: The shopping cart click rate and product click rate need to be recorded separately because the factors that affect the transition from site view to shopping cart click are different from those that affect the transition from shopping cart click to product click.

Supplementary Note 2: The cost of thousand exhibitions and UV value can also be used as reference data for targeted selection at the delivery end.

The factors that are easiest to optimize in a live broadcast room and have the most obvious effects: the room’s screen and audio equipment.

The two items most directly affect the entry rate and retention rate. What you buy is exposure. If no one else comes in, the conversion will be in vain. Many operating partners will ignore the radio equipment. Although the speed of light is faster than the speed of sound, the brain processes sound faster than light, so the radio effect should be the first consideration.

Factors that need to be continuously optimized in the live broadcast room: the way of speaking.

A more scientific structure of speech is [user pain points] + [product highlights] + [product display] + [product discounts] + [usage scenario description] + [call for action]. Simply by frequently saying “click on the yellow cart below”, the click-through rate of your shopping cart will increase. In addition to guiding products, sales talk also needs to have the function of [guiding topics].

For each optimization of the live broadcast room, we make bold guesses, quickly adjust the test, record the data, and draw conclusions to confirm whether the optimization is feasible. Whether it is Qianchuan’s investment or live broadcast room operation, data recording, data analysis, and strategy adjustment are our breakthroughs from good to excellent.

Related articles:

Massive Qianchuan advertising data and A/B testing!

How can a new Douyin account reach a huge number of users?

Massive advertising and account establishment

How to deploy a huge amount of Qianchuan when cold starting a new account?