Rules for Juliang Qianchuan Advertising and Direct Broadcasting

What traffic dividends does Qianchuan Search have?

How should Qianchuan video delivery and direct live broadcast room cooperate?

What are the rules for bidding and claiming search traffic?

content:

● Qianchuan search traffic bonus

●Cooperation between Qianchuan video delivery and direct live broadcast room

●Search traffic, bidding and claim rules

1. Qianchuan search traffic dividend

What does "search advertising" mean?

Compared with "general advertising", the click-through rate of "search advertising" will be much higher, because "search advertising" is an advertising ranking established based on the user's search behavior, and the advertisement is displayed to users who actively express interest in the product.

You can place "search ads" in videos or directly in live broadcast rooms. The most popular way is to place "videos + direct broadcast rooms" together.

Their overall strategy is to run paid traffic and natural traffic together, with paid traffic accounting for only 20% of the total traffic .

So, how do you build a search advertising traffic plan?

1. Word selection logic

"The choice of words is where the biggest difference between search traffic and general traffic occurs. This choice is very important. The words chosen are directly related to whether the people entering the live broadcast room or clicking on the video are accurate," Song Song emphasized.

How to choose the right keywords? Songsong recommended a word selection website that he was using.

“The word selection logic of Douyin is different from that of Taobao Direct, because Taobao itself started with search traffic, but Douyin may have started with general entertainment traffic, so we can’t pay too much attention to product words.”

"There are a total of 1,000 words to choose from for the first search traffic, but the positions of these 1,000 words cannot be arranged only based on our products, but must be selected based on the traffic words in the larger environment of Douyin. We can first select a part of the words with a larger traffic pool, and then select precise product words , so that we can ensure that the video and live broadcast room have enough exposure," Songsong shared.

2. Word selection

Select enough traffic words, hot words, and product words, among which product words are the most important.

Word choice is very critical , and word choice tests a pitcher's level.

If the purpose of the launch is to amplify the general traffic, it will naturally be easy to get out. If you want to carry out very precise small-traffic delivery, the crowd is too small and cannot escape.

"Hot words and words with skyrocketing traffic can show in real time which words are searched most frequently on Douyin, and which age groups or genders have the highest search ratio. We can also infer what words the customer base likes based on the product," said Song Song.

The most searched word for a user group may not necessarily be the product word, but other words.

For example, in the market for senior citizens aged 50-70, the most searched term is not health products, but probably "baby, watching grandchildren", which are what they are interested in.

3. Video, live broadcast room title and advertising words are related

The titles of videos and live broadcast rooms, as well as the information in the comment section, should be relevant to the keywords being targeted. If they are not relevant, the click-through rate and conversion rate will be very poor.

"When we launch the campaign, we invest in both the video and the live broadcast room at the same time. When I start broadcasting, I invest directly in both the live broadcast room and the video. The traffic brought by the video will be much more accurate ," Song Song said.

4. Word selection matching method

In the Qianchuan backend word selection module, there are currently three word selection matching methods:

①Precision: Highest accuracy

For example, if the words chosen by the pitcher are "water purifier, beauty or facial mask", then only when the user searches for these keywords will the merchant's video or live broadcast room be displayed to them.

②Phrase: more precise

For example, if the keyword is "facial mask", and the user searches for "how to use facial mask, how to buy facial mask", then content slightly related to facial mask will also appear.

③ Extensive: Wide coverage of information

If the search content is slightly related to facial masks, or even very general words such as "facial mask transportation, facial mask procurement, facial mask making", the merchant's videos and live broadcast rooms will appear.

5. Add keywords

When you click "Add Keywords", you can search for keywords based on your product positioning. The system will also recommend many peer words , that is, words bought by your peers.

But since many people in the same industry are buying this word, it means that the competition for these words is fierce. Whether or not to invest in this word depends on your own content materials.

"If you think your product is better than that of your competitors, and your video materials and live broadcast content are more attractive than others , then you can choose highly competitive words, because this also represents a large search volume."

"I generally like to explore and test blue ocean traffic, and invest in words that are less chosen by my peers. I don't like fierce competition with my peers. If others are investing in this word, I will also invest in this word, which is very inward-looking," said Song Song.

In addition to the system recommended words, you can choose words based on the traffic words and hot words searched on other websites and platforms.

In addition, merchants from Pinduoduo, JD.com, and Taobao can upload the keywords of their original stores and then optimize the keyword templates.

6. Targeted group selection

After selecting the keywords, a "targeted audience" option similar to that in general advertising will appear.

"If you want to increase consumption, you can choose not to select a targeted group and select 'unlimited' for all words. If you want precise traffic and want to increase consumption little by little, you can choose precise words, select a gender for the targeted group, and choose the delivery strategy according to your purpose," Songsong shared.

2. Cooperation between Qianchuan video delivery and direct live broadcast room

"For a live broadcast, I will first build 3-5 sets of plans, but they will not be released at the same time. I will start one set when the broadcast starts, and then start another set after the first wave of traffic comes down, and then start another set after the second wave of traffic comes down. There is also a set of emergency plans, and another set of plans is to ensure the stability of traffic throughout the live broadcast," Song Song mentioned.

Among them, Songsong will prepare some plans for rapid promotion. In the event that the host suddenly violates the rules during the live broadcast and encounters a decline in traffic, or suddenly stops pushing the stream, these plans can be released to ensure the stability of traffic throughout the live broadcast.

As long as the material is good enough, and the keywords of the search traffic at the start of the broadcast are consistent with the keywords of the live broadcast room, the measured search traffic will definitely be the most accurate.

Therefore, when the entire live broadcast starts, Songsong will put search traffic first . Although the traffic brought by search traffic is far less than that brought by the direct broadcast room, search traffic will bring a wave of the most accurate transaction user models.

" All accounts have transaction user models . When we are creating a new account, the model of the 100th user in the first batch of transactions is very important. The model of the 100th user in the first batch of transactions of our Qianchuan account is also very important," Song Song mentioned.

So you can use search traffic to support your users . Songsong explains the placement operation in detail:

A household can only invest in two plans, one directly in the live broadcast room and the other in search traffic. It is easier to burn out by investing directly in the live broadcast room to get "clicks". When investing in search traffic to “make orders”, you should also pay attention to whether the search traffic has taken away the natural traffic.

Because search traffic is not easy to consume, this plan is to optimize the bid for search traffic.

How to optimize bidding?

Due to space limitations, the above selected the first half of the sharing content and some Q&A information. Later, Teacher Songsong shared:

1. What to do if the search traffic cannot be burned out?

2. How to optimize the bid for search traffic;

3. How to understand the rules for compensation when the conversion cost of search ads exceeds 20%;

4. How to set the cost of delivery based on the industry return rate and profit;

5. When should the opportunity to change the price be used?

6. How to find high-value people with low traffic costs.

Author: Feiguahui

Source: Feiguahui