What is the Bytedance Qianchuan advertising platform and how to place advertisements on Douyin?

Bytedance Qianchuan is an e-commerce advertising platform under Bytedance, providing merchants and creators with integrated Douyin e-commerce marketing solutions. Juliang Qianchuan is a new intelligent marketing platform launched by Douyin, which integrates multiple e-commerce advertising capabilities such as DOU+, Luban, and feed. It can not only divert traffic from outside the site, but also divert traffic internally. Juleliang Qianchuan is an e-commerce promotion background that integrates the promotion methods of short videos and live streaming.

How to place ads on TikTok?

There are two ways to promote Tik Tok's massive Qianchuan: ultra-fast promotion and professional promotion. Since the ultra-fast version is relatively simple, if you understand the professional version, then the ultra-fast version will be very easy. So below we will focus on the professional version to show you how to deliver massive Qianchuan.

How to deploy huge amounts of Qianchuan——New construction plan

Because we are conducting the demonstration in professional mode, after clicking on Create a New Plan, directly select [Professional Promotion] for the promotion method, and then bind the TikTok account.

How to place a huge amount of money in Qianchuan——Placement settings

There are two types of delivery settings: "cost-controlled delivery" and "volume delivery", which correspond to "manual bidding" and "automatic bidding" in the Big Data Engine. You can choose according to your actual needs.

Then there will be an option of [Delivery speed] below, generally you can just select "Deliver as soon as possible".

How to place a huge amount of money in Qianchuan——Conversion goal

There are five conversion goals to choose from:

[Enter Live Room] : When a visitor clicks to enter your live room, it is considered a conversion.

[Order in live broadcast room] : This is also the most popular method. Only when a user places an order is it considered a conversion.

[Live room comments] : If you want to increase the interaction rate of your live room, you need live room comments as a conversion goal

【Live broadcast product click】 : Click your product button once, which is counted as a conversion

[Increase fans in live broadcast room] : This is generally not used much. Adding one fan is counted as one conversion.

When you choose: enter the live broadcast room, click on the products in the live broadcast room, there will be an [Expected Simultaneous Conversion] below. You can choose to optimize "Live Broadcast Room Orders" at the same time. This is equivalent to optimizing the clicks on the products in the live broadcast room, or attracting more people while ensuring the number of orders.

However, it should be noted that the actual effect of simultaneous optimization is not very ideal. If the orders placed in your live broadcast room do not reach the sales volume, then you will not be able to reach the sales volume when you enter the live broadcast room.

How to place a huge amount of Qianchuan——Putting time

There are 3 time options: all day, fixed time period, and fixed duration.

【All day】 : Needless to say, it is delivered all day

[Fixed duration]: Just set a time and only broadcast one live broadcast

[Fixed time] : Fixed live broadcast time, such as 8:00-12:00 every day

The delivery date range can be set according to actual needs.

How to distribute the huge amount of Qianchuan——targeted audience

Next, you need to set up the objects you want to cover. The targeting methods include: basic targeting, Leica, Douyin similar influencers, and system recommendations. You can choose according to actual needs and product target groups.

Initial stage of account building: 2 recommended by the system, 3 Leica, and 2 Tik Tok influencers.

Mature stage construction: 80% system recommendation, test a few Leica, and don’t go to the Douyin similar experts.

How to place a huge amount of money - adding creativity

Qianchuan Creative is divided into two types: live broadcast room screen (direct broadcast room), video

How to choose?

Live broadcast room screen: For live broadcasts with more experience, the host can provide instant feedback based on visitor traffic and can directly broadcast to the live broadcast room. The host needs to maintain a good state to stimulate visitors to click in, and the requirements for the host and the scene are relatively high.

Short video: If you need to have video material, and your video material is good and creative, you can choose video delivery. In addition, the customer intention brought by short video delivery will be higher and more conducive to conversion.

However, for Juliang Qianchuan, both forms of investment are required.

Then select [Creative Type], add [Creative Content], select [Creative Category] [Creative Label], and finally click [Release Plan].

Author: Houchang College

Source: Zhihu