Detailed explanation of building a Douyin e-commerce live broadcast feed plan

With the continuous development of the Internet in recent years, shopping has shifted from offline to online, and consumers have gradually formed the habit of online shopping. As a vehicle for consumers to shop, e-commerce platforms have been constantly updating and iterating on ways to stimulate consumers to buy. At first, it was the text and picture introduction format of the Taobao system, and later there appeared the format of planting grass on Xiaohongshu and the purchasing format of second-tier e-commerce on major mobile platforms. In recent years, live streaming sales have begun to rise and has gradually become one of the mainstream shopping methods.

Among all the live streaming sales platforms, Douyin is in the first tier. Today we will talk about how to make good use of the live feed in Douyin live streaming .

1. What is a live feed?

Douyin currently has two channels for paid traffic to its live broadcast rooms, one is Doujia and the other is the live broadcast feed.

The threshold for Doujia is relatively low and it is suitable for individual users. It can be placed with 100 yuan and does not require any operation, but the traffic is relatively inaccurate.

The threshold for live broadcast feed is relatively high. It uses information flow advertising to attract traffic to the live broadcast room. It is necessary to open an advertising account and build an advertising plan to carry out advertising. It requires a high level of professionalism in operation. It is difficult for individual users to operate, and it is more suitable for businesses that have professionals responsible for advertising.

2. How to build a live feed plan

The advertising plan for TikTok’s live broadcast feed is built on ByteDance’s advertising platform, Toutiao. Before setting up an ad, we need to first know the classification of the massive engine information flow advertising plan. The information flow advertising of Bytedance is divided into three levels: advertising group, plan, and creativity. The relationship between these three levels is shown in the following figure:

1. Ad group level settings

First, we need to set up an advertising group. Click Create Group to enter the advertising group selection interface.

The promotion purposes currently supported by the advertising group include: application promotion, sales lead collection, Douyin account promotion, store promotion, e-commerce store promotion, and headline article promotion. Choose to promote the TikTok account according to your promotion needs, and click Next to reach the plan level settings.

2. Plan level settings

1) Set delivery goals and conversion goals

The delivery method for conversion volume selected as the delivery target is oCPM, and the delivery method for display volume selected is CPM. In order to pursue a subsequent conversion effect, you need to select the conversion volume here. After selecting the Douyin account to be advertised, you need to choose the live broadcast room when delivering the content, so that after the advertisement is delivered, you can directly enter the live broadcast room by clicking on the advertisement.

The selection of conversion goals is a very important item in live feed, which is directly related to the final result of live feed advertising. The conversion goals currently supported are: live broadcast viewing, live broadcast stay, live broadcast room product button clicks, live broadcast room rewards, fan growth, component clicks, and live broadcast room orders.

2) Targeting settings

User targeting

Basic user attributes include region, gender, and age, which can be set according to the attributes of the target population for the products sold in the live broadcast room. For example, if a business is doing live streaming of seafood, then we analyze its target audience. There are more audiences in coastal areas, and they are concentrated around 30-50 years old. In this way, we can preliminarily screen out potential users through basic attributes to improve advertising effectiveness.

Of course, there are some more important targeting settings, such as behavioral interests and Douyin influencers. Let’s first take a look at the settings of behavioral interests, as shown below:

Behavioral interests

With separate settings, users will be labeled with various tags by the system when browsing articles and short videos, and behavioral interests are generated based on these tags.

Interest refers to the tags generated when users browse content of interest, while behavior refers to the tags generated when users purchase products, make phone calls, submit forms, etc.

Generally speaking, behavioral tags are more accurate than interest tags. When delivering live feeds, it is recommended to use behavioral tags to target potential users.

Douyin influencers can choose the influencer category that matches the promoted product. Supported categories include fashion, personal management, ACG, etc. One advantage of choosing the Douyin influencer category is that you can target precise purchasing users by targeting the group of people who have placed orders in the influencer’s live broadcast room.

The above are the most important targeting settings. Of course, there are many more targeting settings included in the Bytedance advertising background. You can choose according to your needs.

3) Set budget and bid

Advertisement delivery scenarios are divided into regular delivery and high-volume delivery. High-volume delivery has larger traffic, but there is no compensation mechanism as a guarantee, so in general we choose regular delivery for live broadcast feed delivery.

In terms of bidding strategy, it is difficult to obtain volume for Toutiao. Choosing to prioritize volume will help. The target conversion bid mainly depends on the optimization goal. The optimization goal is generally based on the order in the live broadcast room, and the plan of staying in the two live broadcast rooms is used to attract traffic.

In the early stage of account launch, the planned bid for the optimization goal of converting orders in the live broadcast room is around 100, and the planned bid for the optimization goal of staying in the live broadcast room is around 10.

After setting the bid, the planning level is set. Click the "Save and New Creative" button to enter the creative level.

3. Creative level settings

1) Set the placement

At the creative level, the Pangolin traffic position is the default placement. When building a plan, remember not to choose Pangolin, but only check the option to place TikTok. Pangolin is the traffic of the advertising alliance, and the quality of the traffic is not high, so only Douyin is selected as the advertising position.

After selecting the traffic location, start uploading the ad creative, as shown below:

2) Advertising creativity

There are two types of advertising creativity for live feeds. One uses short videos and copywriting as creativity, and the other is direct delivery to the live broadcast room. The advertising links for the two delivery methods are the same.

The difference between the two is that when selecting advertising creatives, users will see the short video and click to enter the live broadcast room. When selecting live broadcast creatives, users will see the real-time content of the live broadcast room and also enter the live broadcast room by clicking.

The two delivery methods have their own advantages and disadvantages. The advertising creative model, because it delivers short videos, can ensure that the content users see is consistent and carefully processed. However, since the live broadcast creative is real-time content, the control over the content is not as good as directly delivering short videos. Of course, for live broadcast creativity, because the content being delivered is real-time, users will not leave after clicking in, as they would do when a short video is delivered, because the short video they see is inconsistent with the live broadcast content. The two methods have their own advantages and disadvantages. You can choose according to your own product situation.

After setting the creative, it is time to reach the last step, which is to set the creative category, as shown below:

In the creative classification, you can select the category of your product from the drop-down menu, such as the tea shown in the picture above, and choose according to the specific product you sell. After selecting the creative category, start filling in the creative tags. There are 20 creative tags in total. The general tags are composed of 5 product words, 5 product feature words, 5 product target user feature words, and 5 popular words. Current popular words can be found on Weibo hot searches or Baidu Index.

After completing the settings, click the "Create and Close" button at the bottom of the page, and the live feed delivery plan will be created.

3. Summary

The above is the process of setting up an advertising plan for a live feed. It has been introduced in detail from the three levels of advertising group, plan, and creativity. If you have any questions, please feel free to communicate with us.

Another point to mention is that the live broadcast feed is more about assessing ROI, so the optimization goal of the delivery is generally based on closing orders, supplemented by retaining and driving traffic to the live broadcast room. Everyone must be careful when choosing the optimization goal. If the optimization goal is selected as live broadcast room viewing, if you bid based on closing orders, the ad will fly away, and there is a high probability that there will be no output. Building an advertising plan is a job that tests the optimizer's attentiveness. I hope everyone can pay more attention to details to avoid unnecessary losses. Let's encourage each other.