How to leverage huge amounts of traffic from 0 to 1 quickly?

01. What is ECPM?

The larger the value, the more consumer value your ad can create and the greater the chance of being displayed. The smaller the value, the chance that your ad will not be displayed at all.

02. How does ECPM value affect Qianchuan’s delivery effect?

The probability of you clicking on the ad, the probability of the click generating a conversion, and the bid are used to calculate a value for each ad, and then sorted from high to low.

From the previous formula, we can find that the three key indicators that affect the ECPM value are the estimated click-through rate, the estimated conversion rate and the bid you set.

In the initial stage of planned delivery, the system does not have a specific understanding of the estimated click-through rate and conversion rate. If your bid is higher than that of your competitors, it will be easier for you to enter the traffic pool first and get the opportunity to be displayed.

But this does not mean that there will be no exposure opportunities at all if the bid is low, because a high bid does not necessarily lead to clicks and conversions. The advertising system will also begin to evaluate the click-through rate and conversion rate of the plan from this point on.

When a plan enters the traffic pool, users will click on the plan they are interested in. So what kind of plan will make customers click?

The answer is the first sensory impression of the advertising material. When an advertisement is presented to the user, the quality of the video, the attractiveness of the title, the attractiveness of the cover, the BGM, the lines, the live broadcast room scene, etc. will all have an impact.

Finally, there is conversion. We often see materials with high clicks but no conversions. The reason is that the landing page or product quality is low, the description does not match, etc.

Such a plan will not only fail to bring in transactions, but will also waste a lot of resources. Therefore, even if the click-through rate is high, it is not the plan the system wants.

Not only will the plan fail to bring about transactions, but it will also waste a lot of resources. Therefore, even if the click-through rate is high, it is not the plan that the system wants.

03. How to improve ECPM value?

If you are uncertain about the bid in the early stage, you can use the form of step bidding for testing. Be careful not to change the price frequently. When modifying the bid, do not modify the price too drastically. The maximum number of changes per day is 2, each time within 5%-10%.

2. Click competitiveness

The essence of click competitiveness is the competitiveness of materials. Videos need to be optimized in terms of quality, pictures, titles, and copy quality.

The live broadcast room needs to optimize your live broadcast scene, as well as the density of the live broadcast title and the host's excellent words, etc.

3. Transformation Competitiveness

To improve conversion competition, we need to improve the quality of landing pages, including the attractiveness of the first picture, pricing competitiveness, SKU diversity, etc. We also need to pay attention to the relevance of the materials.

To avoid giving people a sense of inconsistency, if it is a direct broadcast, you need to improve the host's ability to take over the broadcast, and optimize the activities in the live broadcast room.

04. How to deploy Qianchuan during the cold start period of a new account?

This is a men's clothing brand account. The entire team is new and has never used TikTok. The account has never broadcast anything yet, and the labels are very messy, so the account labels need to be cleaned in the early stage.

To wash labels, we use Qianchuan’s targeted accounts to introduce accurate traffic through acquaintances, so that we can solve the problems of no traffic and unrefined traffic in our accounts in the early stage.

There are also some tips on choosing similar influencers. There are two types of influencers that you should avoid choosing. The first type is short video content accounts, and the second type is mature accounts of the same product.

Also, when choosing similar influencers, you need to think about whether your live broadcast room can attract his fans, whether your product has advantages, or whether the anchor’s conversion ability is stronger than his.

After selecting similar talents, I started to build a plan. For the first show, I invested most of the budget in the video and a small part in the live broadcast room.

The purpose of doing this is that the anchors are all newcomers and their ability to take on the work is relatively weak. For novice teams whose anchors are not very capable, it is most appropriate to choose to release short videos.

The people who enter the live broadcast room through videos are mostly precise people who are interested in the product, and the test of the anchor's ability is weaker than that of direct investment.

A small part of direct investment is to test the click-through rate of the live broadcast room. The click-through rate of direct investment can be used to analyze whether there are any problems with the scene in the live broadcast room.

At the end of the first campaign, the advertising ROI was 0.81. The click-through rate reflected by the direct investment plan was also relatively poor. After each campaign, we conducted an overall review of the individual cargo yard for the customer.

After adjustment and optimization, the advertising ROI stabilized at around 4 from the third game. The account's early traffic accounted for a higher proportion of paid traffic. After a period of stable conversion, the labels gradually became more accurate.

Natural traffic was also opened at the same time, the proportion of paid traffic decreased, and gmv also gradually increased, successfully passing the cold start period through Qianchuan Payment.

05. How does Qianchuan leverage natural traffic?

The purpose of paid traffic is to introduce exposure traffic. When the plan starts to increase, the traffic will enter the live broadcast, and all you have to do is to take over.

If you receive the traffic and successfully convert it, your UV and GMV will increase. Naturally, your value will be higher and the platform will give you similar free traffic.

When you get system traffic, the system will take over the free traffic you get and increase the conversion rate, then the system will give you more and more natural traffic.

Simply put, it is to achieve high-density instant conversions, increase the popularity of the live broadcast room, let the system know that your live broadcast room has strong conversion capabilities, and then obtain system traffic. So how do you increase the popularity of the live broadcast room?

Qianchuan is needed to ensure the number of people in the live broadcast room, and then rely on the host's professionalism and wording of the product to guide users to stay and make transactions.

Here I would like to share with you a case study. This is a home textile account. Previously, the average GMV per event was around 10,000.

However, a mistake was made recently. The high-speed traffic in the first half hour before the broadcast was used to test the model, which caused the traffic to plummet.

The purpose of finding us to run the advertising campaign was to use Qianchuan Payment to leverage the account's natural traffic and increase conversions. After we conducted an overall diagnosis of the account,

We adopted Qianchuan’s card-point delivery method and opened the account naturally again. In the fifth delivery, the gmv of a single game exceeded 100,000+.

Specific operation method:

1. Within 30 minutes of the start of the broadcast, you must quickly increase the number of viewers in the live broadcast room. You can use the Sui Xin Tui to increase popularity + Qianchuan transaction plan to cooperate (if the anchor is not good at retaining viewers, it is recommended to use product clicks).

Then, immediately launch the welfare products (products with super high cost-effectiveness, no profit or little profit), and then use the host's words to guide fans to interact and make small orders to increase the instant conversion of the entire live broadcast room and reopen the traffic pool.

2. After the popularity increases, the Qianchuan Project can be shut down. You will find that even if the Qianchuan Project is shut down, the number of people in the live broadcast room is still increasing.

This is because we have leveraged a portion of the public domain free traffic by using welfare discounts to increase the length of stay, interaction, and conversion in the live broadcast room.

3. If the popularity of the product decreases during sales, simply copy the plan that has consumption in the early stage and better ROI, and continue to push for it.

Because there is consumption in the early stage, the account has a certain data model, so the second batch of traffic will be more accurate than the first batch of traffic.

It is also more conducive to the conversion of the live broadcast room. Generally, we will set a half-hour or full-hour time to increase the conversion volume to improve the popularity of the live broadcast room and rush to the sales list.

06. How should a new brand with a small brand, low average order value, and zero brand power cold-start its information flow? How much budget should be prepared?

When the private domain traffic reaches a certain level and the team of people, goods and places is well integrated, you can consider switching to performance advertising. If you want to use low cost, it is not recommended to invest in paid advertising to get through the cold start.

You can invest a small amount in product videos, which may trigger a round of explosive growth, but Qianchuan’s small and slow-burn approach is not recommended, as the traffic cannot compete with that of big anchors.

07. Is it better to run a cold start with one household or with several households? Will it affect if the account has no reputation points?

08. During the cold start period, how to select the precise user group of the account? How to choose a targeted group package? How to quickly lock in the crowd and run the model? How can we expand the target audience?

By pulling the clicking and ordering groups in the live broadcast room as seed packages, we can expand the circle of similar groups, increase the number of people covered, and improve the delivery effect.

09. The overall ROI of store broadcast is relatively low among similar products. If there is no content to match it, is there a chance to increase it by investing in store broadcast traffic?

When the people, goods and place are unstable, you can promote small stores in the early stage to increase traffic. In the later stage, when the traffic is stable and there are no problems with the people, goods and place, you can invest in Qianchuan.

10. The ROI is normal but the volume cannot be increased. How to control the ROI? What should I do if the ROI data suddenly drops sharply (compared with the previous two months)?

After analyzing Qianchuan data, analyze the changes in your live broadcast room in the past two months. Have the customer orders of the main products in the live broadcast room changed? Have the anchors changed?

These are the factors that affect the reduction of your advertising conversion ROI. After analyzing the problem, you can optimize around it.

11. Qianchuan’s volume dropped after 3 hours of launch. What happened? When streaming, it shows that the current video is not suitable for heating. What's going on?

③ Is there too much frequency control and serious homogeneity of materials? Suggestion: Change the materials to reduce the homogeneity of materials.

④ The over-cost of the previous day was large, the estimated ecpm became higher, and the a posteriori ecpm was not that high, resulting in the system judging the plan poorly and not providing continuous volume. Suggestion: observe the original plan and create a new test at the same time.

⑤ Plan decline, plan establishment time exceeds 7 days, ecpm decreases, suggestions: increase bid and change materials.

If the video is not suitable for re-posting when streaming, it means that your video is in violation of regulations or is not suitable for public promotion. It is recommended that you delete the video and re-shoot it.

12. Does traffic injection have any impact on the original natural traffic of the account? Will it limit the flow of money and induce you to continue investing? Is it true that there is no natural traffic after the investment?

Therefore, the most important factor affecting natural traffic is whether your live broadcast room conversion rate and other data are good.

13. How to make the video and the live broadcast room resonate? If not, is it better to stream short videos or live broadcasts?

We use this precise traffic to increase various indicators such as the interaction and transaction rate of the live broadcast room, so that we can obtain more recommended traffic to achieve resonance between the video and the live broadcast room.

Whether to invest in short videos or live broadcast rooms depends mainly on whether the live broadcast room’s display effect is better or the video material effect is better. If the anchor has a strong retention and conversion rate, invest directly. If the material’s selling point is very attractive, use the material to attract traffic.