How to place huge Qianchuan advertisements on Tik Tok?

Many people are asking how to place ads on Douyin Qianchuan? The bidding process for Tik Tok’s huge number of Qianchuan ads is not a simple ranking of eCPM values. In fact, there are many links in the process from creation to delivery of an ad. How do we place a massive number of Qianchuan ads on Douyin? Let’s follow Feng Chao from Dongguan to find out more!

How to place huge Qianchuan advertisements on Tik Tok?

01. Ad request

After an advertising plan is reviewed, an advertising request will be initiated. The biggest factor affecting the ad request process is the number of active users during that period. The larger the number of users, the more basic traffic there is, and the larger the ad inventory that can be created.

Therefore, when the plan you created starts running during a period of relatively abundant traffic, the advertising plan will be able to obtain more basic inventory, which creates more opportunities for subsequent screening of the advertisement.

02. Ad matching

Ad matching is based on the targeting selection in the ad settings and the ad slot's requirements for ad style. Only ads that meet the targeting requirements can enter the selection pool, and only ad creatives that meet the requirements of the ad slot will be matched.

The automatic material generation function currently enabled in the system is actually to allow more advertising styles to match more people and advertising positions.

Xigua Video’s ad space must use horizontal videos, Douyin’s ad space must use vertical videos (although you seem to see horizontal videos on Douyin, the uploaded size is still vertical), and Toutiao’s ad space must use large horizontal images.

Therefore, more styles generated by the system can match more ad slots. In addition, many automatically generated material styles will actually match different groups of people. In this way, with the same targeting, your material can actually match more groups of people.

03. Click-through rate estimation

Click-through rate estimation means that the actual click-through rate data of your account in the past period is sent back to the system. The system will predict your next click-through rate based on your historical click-through rate data, and calculate your eCPM value based on the next estimated click-through rate.

Of course, the estimated click-through rate is not only related to the click-through rate before your plan, but also to the creativity, relevance of the landing page, loading speed of the landing page, length of stay on the landing page, historical performance of the account, etc.

Therefore, improving the estimated click-through rate is not just about optimizing video creativity, but also requires optimizing many indicators. From the creative dimension to the product dimension to the account dimension, the entire chain needs to be optimized.

04. Ad ranking

Ad ranking actually involves comparing the eCPM values ​​of each ad, and continuously conducting RTB bidding (real-time bidding) based on changes in the market environment.

When the system has accumulated less data, the system confidence is low, and the estimated click rate and conversion rate may fluctuate greatly. At this time, the eCPM value will fluctuate more, and the conversion cost will also experience huge fluctuations.

Of course, there are many things in it that can actually be controlled by human intervention. The specific gameplay is explained in detail in the article [Operational Logic] In-depth Analysis of the Core Algorithm of Juliang Qianchuan Advertising.

05. Frequency filtering

Usually, the Douyin platform filters advertisements from three different dimensions: ad group dimension, ad plan dimension, and ad account dimension.

That is, if the number of videos repeated in the same account is too high, the videos will be filtered.

Therefore, when building an advertising plan, you must ensure the diversity of video materials in order to receive more accurate traffic.

But in fact, the diversity of video materials is not simply the wild imagination of video creativity, but the continuous connection of a whole series of videos, which continuously spreads and recalls the platform users. This will be explained in detail in a later article.

06. Advertising

Before the advertisement is delivered, the delivery engine will mix the advertisement with the information flow content. The ad ranking that wins in eCPM will be given priority by users and will receive more exposure.

07. Advertising Billing

In the oCPM bidding system, Douyin adopts the second-place pricing method. That is

Actual deduction = next eCPM value + 0.01 = next bid * next quality / own quality + 0.01

The above is how to place huge Qianchuan advertisements on Douyin? The specific content is provided below, but the actual deduction logic will change slightly on this basis because there will be a floor price setting. For specific gameplay, please contact the editor (WeChat: jimifeng01).