Strategy for building a massive Qianchuan investment plan!

1. What is Juliang Qianchuan ?

Bytedance Qianchuan fully integrates the e-commerce marketing capabilities of DOU+, Bytedance Luban and AD platforms, and connects Douyin accounts, Douyin stores and Bytedance Qianchuan accounts to achieve one store, one Douyin and one Bytedance Qianchuan. With the help of short videos and live broadcasts, two major e-commerce traffic sources, merchants’ demands for brand exposure through live broadcasts and short videos are met. Doudian merchants, MCNs, influencers, agents and service providers can all open accounts on Juleliang Qianchuan.

2. Is there any difference between Bytedance Qianchuan and the original platform?

Before the launch of Bytedance Qianchuan, DOU+ accounts, Bytedance Luban accounts, and AD accounts supported content heating, product promotion, and Douyin account promotion, respectively. Now, Bytedance Qianchuan has fully integrated the e-commerce marketing capabilities of DOU+, Bytedance Luban, and AD platforms. You only need to open a Qianchuan account to carry out all Douyin store promotion operations.

In addition, Bytedance Qianchuan has also connected the Douyin store, Douyin account and Bytedance Qianchuan account, one store, one account and one Qianchuan. Through one-click account opening and convenient management, an integrated marketing closed loop of "product management-traffic acquisition-transaction completion" is achieved.

3. How to find the entrance to the huge Qianchuan

Entrance 1: Douyin mobile terminal – small shop free promotion

Entrance 2: Doudian backend PC terminal

Method 1: Visit the Doudian official website, enter the Doudian merchant backend, and click "E-commerce Advertising" in the top navigation bar on the homepage to jump to the Juleliang Qianchuan platform.

Method 2: Visit the official website of Doudian, enter the Doudian merchant backend, click "Marketing Center" in the top navigation bar of the homepage to enter the marketing center, click "E-commerce Advertising" in the left navigation bar of the homepage to jump to the Juleliang Qianchuan platform.

Entrance 3: Huge amount of Baiying PC terminal

The entrance to Juleliang Baiying has been fully completed, and the influencer characters supporting Douyin can enter Juleliang Qianchuan through the Juleliang Baiying backend.

Method 1: Click on the Juliang Baiying live broadcast console to jump to Juliang Qianchuan

Method 2: Juliang Baiying-Data Consultant-Live Data, click to jump to Juliang Qianchuan

Method 3: Juliang Baiying-e-commerce advertising-live broadcast promotion, click to jump to Juliang Qianchuan

After finding the entrance, there are a few points to note when opening an account:

1. The business license holder of a Qianchuanhu must already have opened a small shop.
2. One entity can only open one advertising account under one agent.
3. Opening a Qianchuan shop requires binding the official Douyin account.

Which users can open a Qianchuan account?

1. Merchants, certified as experts of Doudian official account
2. E-commerce experts, experts who have opened e-commerce showcase permissions
3. Ordinary expert, ordinary expert (no e-commerce window permission)
4. MCN enterprise users are not supported yet.

4. Understand the delivery content and formulate delivery ideas (determine delivery goals - build account plans - test advertising targeting)

1. Advertising target planning ideas

Planning principles: acceptable, adjustable, and feasible

Product selection analysis:

1. Customer acceptance: user profile of the delivery platform, seasonality, pain point resolution, price advantage
2. Impact on advertising: cost, quality, inventory, production cycle
3. Advertiser acceptance: budget, revenue, logistics, customer service

2. Setting up an advertising account

The infrastructure of an advertising account

An account includes three basic levels: ad group, ad plan, and ad creative, and supports multiple creative delivery functions.

Analyze advertisers' promotion goals, company status, product features and industry conditions

1. Goal - promotion goal, promotion needs

• According to promotion goals and promotion needs
• Clarify the promotion purpose, placement location and platform.

2. Product-features, selling points, audience characteristics

1. According to product positioning, selling points, and audience characteristics,
2. Adapt to creativity and orientation.

3. Company-category revenue and budget

• Based on the revenue of the company's different product lines and the cost performance and budget of other promotion platforms, clarify the promotion categories to facilitate budget allocation and bidding after setting up the account.

4. Industry-Competitor and Competitive Product Analysis

• Competitive product selling points based on competitor characteristics;
• Conceive the direction of copywriting and form differentiated marketing;

Based on the analysis of the advertiser's promotion goals, company status, product features and industry conditions, choose a method that suits the advertiser when building the account structure.

For example: building according to the material form, building according to the advertiser's products, building according to the delivery area, building according to the delivery time, etc.

1. Materials: Suitable for advertisers with strong ability to produce relatively single materials for their products
2. Advertisement: Suitable for advertisers with a wide range of product types
3. Region: Applicable to advertisers whose businesses have obvious regional characteristics
4. Time: Suitable for advertisers with frequent product activities

3. Account creation tips

1. Douyin account promotion: increase the number of fans and interactions of Douyin account
2. Product promotion: Increase product conversions, support cash on delivery and online payment
3. Ad group budget: two modes are allowed: no budget and specified budget; the daily budget of the ad group cannot be less than 1,000 yuan, and the single budget modification range cannot be less than 100 yuan; the budget modification operation cannot exceed 20 times within 24 hours.
4. Ad group name: The ad group name can be 1-100 characters long, with no more than 50 Chinese characters. Ad group names cannot be repeated.
5. Advertising plan name: It is recommended that the advertising plan name be set in a unified format by separating the targeting, materials, and time periods with connectors to facilitate unified management of advertising groups. Note: The length of the advertising plan name is between 1 and 100 characters, and the Chinese version should not exceed 50 characters.
6. Budget: You can set a daily budget or a total budget. Once the budget method is set, it cannot be changed, but the amount can be adjusted. The total consumption of the advertising plan cannot exceed the total budget of the advertising group. The budget of the oCPM advertising plan cannot be less than 300 yuan, and the budget of the CPA advertising plan cannot be less than 1,000 yuan. •For customers who are more sensitive to budget, it is recommended to set the conversion cost above 30 for a small budget. If the new plan exploration effect is good, gradually increasing the budget will help the plan delivery.
7. Delivery time & delivery period: It is recommended to select "Long-term delivery from today" and "Unlimited" for the delivery period. Using a delivery plan for a specified time period will interrupt the plan exploration, which is not conducive to the plan's cold start and delivery stability.
8. Manual bidding: Advertisers set their own bids, which can be adjusted in real time.
9. Automatic bidding: Automatic bidding is an optimization tool that automatically adjusts bids based on advertisers' planned budgets and delivery requirements to help advertisers achieve the optimal cost of advertising. Automatic bidding can also increase the success rate of exploring new plans.
10. The mainstream payment method of pay-per-impression (OCPM) is more conducive to planning the volume. Optimize display bidding (essentially still CPM payment): adopt a more accurate click-through rate and conversion rate estimation mechanism to show ads to users who are most likely to convert. While obtaining traffic, it improves conversion rate, reduces conversion cost, and increases volume faster.
11. Pay-per-acquisition (CPA) is recommended to be used with the OCPM plan to balance the delivery cost while ensuring the start-up volume. Smart conversion bidding: delivery optimization based on user conversion behavior, charging based on the number of conversions, and no charging if there is no conversion.
12. Target conversion bid: Set a suitable bid for the plan. The recommended bid is the average price estimated by the system based on the historical data of the ad targeting conditions. The initial bid can refer to the system recommended bid and be adjusted according to the product category and delivery effect. Be careful not to adjust the bid frequently for new plans.

5. Importance of analyzing delivery data and methods of analyzing delivery data

Data analysis value:

1. Intuitive account delivery data overview
2. Efficient work content summary and analysis
3. Rigorous data-driven analysis results
4. More scientific basis for decision making
5. More accurate trend forecasting

Data analysis phase:

1. Clarify the purpose and framework of the analysis
2. Data Collection
3. Data processing
4. Data analysis

E-commerce industry data indicators

• Product price: the price at which the product is sold
• Customer acquisition cost: Customer acquisition cost refers to the cost of acquiring a customer. It is usually calculated by dividing the total market-related expenses (all human and financial resources spent to support the acquisition of new customers) by the total number of new customers acquired.
• GMV: transaction payment amount
• ROI: refers to the ratio of e-commerce revenue to investment
• Repurchase rate: Repurchase rate refers to the number of times consumers repeatedly purchase the brand's products or services.
• Refund rate: refers to the ratio of the number of orders for which the merchant received refunds to the number of orders that were successfully traded (paid) during the same period.
• Complaint rate: refers to the ratio of the number of orders for which merchants receive complaints to the number of orders that have been successfully traded (paid) during the same period.

Performance advertising data indicators

• Impressions: The number of times the ad is shown to users
• Click-through rate: The percentage of times your ad is clicked out of the number of times it is shown.
• Average CPC: The cost paid by advertisers for each click.
• The calculation formula is: total cost / number of clicks
• Conversion rate: The percentage of times an ad is converted by users out of the total number of clicks; calculation method: number of conversions/number of clicks*100%
• Data analysis is mainly divided into two steps: interpreting data and analyzing data

Interpreting data helps us discover problems, and analyzing data helps us find the causes of problems.

• Data interpretation: Data interpretation is performed based on advertiser KPI requirements. This data mainly consists of three parts: time, dimension, and indicator.

Common analysis methods for analyzing data are: comparison, segmentation, and attribution:

• Comparison: Use time as a dimension to compare data effects using both year-on-year and quarter-on-quarter methods.
• Segmentation: Segmentation is for deeper comparison, comparison in different dimensions, and obtaining more reasonable and fair data. Audience segmentation: segmentation based on user age, gender, interests, etc. For example, segment male users and female users, and segment users with interests related to real estate and cars.
• Attribution: Attribution is a big issue. It helps analyze the effectiveness of advertising communication, and more systematically analyzes the degree of contribution of the effect, the path of effect formation, the method of communication, etc., to help advertisers optimize budget spending and maximize communication and conversion effects.

Author: Galaxy Interactive

Source: Galaxy Interactive