How to avoid pitfalls when investing massive amounts of money in Qianchuan?

Failure to pass the review and lack of traffic are the two most common situations that Douyin merchants encounter when launching a large number of Qianchuan ads .

It has only been less than two months since Qianchuan was launched in April. Our own team has also found many problems during the actual operation. Below I will share some of my experience in dealing with Qianchuan problems.

1. Failure to pass the review

It is a fact that the review of video materials of Jueliang Qianchuan is 100 times stricter than the review of video materials of feed accounts. Its strictness is mainly reflected in Qianchuan’s requirements for video materials.

If Qianchuan's review is rejected , you can view the reasons for rejection and make corresponding modifications. It is recommended to review the delivery qualifications and optimize the material products before creating a plan.

Generally speaking, most of the rejections in the review are due to problems with the landing page. In addition, the qualifications of the store’s backend and Qianchuan’s backend advertising qualifications must also be reviewed.

Moreover, the requirements for advertising materials in different industries and categories are different. It depends on your product itself. As long as it does not violate the rules of Douyin, it should be approved. If it is always stuck, you can only look for the problem in yourself.

Qianchuan’s audit results are generally given within 24 hours. If there are no special circumstances, most audits will be completed within 12 hours.

★ Share some tips to improve the passing rate of materials

① Real people must appear on camera <br />Real people must appear on camera, regardless of gender, with good looks, a sense of camera, high logical thinking ability, and no stuttering. The footage must be shot using high-pixel equipment.
② Indoor shooting <br />The indoor space is well-lit, clean and spacious, and has suitable conditions for shooting.
③ Shooting of sales promotion videos <br />Pay attention to character building, highlight the product itself, have good model and host performance, pay attention to the golden 6-second rule of videos, and publish your own creative videos.
④ Joke shooting <br />High-pixel shooting equipment, pay more attention to popular joke materials.
⑤ Talent video shooting <br />Have unique talent skills, sufficient lighting, clean background, high-pixel shooting equipment, and use a stable tripod.

2. No traffic when advertising

Since Qianchuan has only been online for a short time, most people haven't figured out its delivery logic and specific gameplay. If your video has been launched in Qianchuan but no traffic comes in, the root cause is that the plan was not created with enough detail .

Now I will teach you how to build a detailed Qianchuan Leica plan. The homonym of the Leica Project is “like”, which is the concept of interest-based e-commerce proposed by Douyin some time ago. We need to establish two Qianchuan plans at the same time, form a planning group, and launch them simultaneously.

★ Leica Project 1

1. Marketing objectives

The marketing goal is to select "live streaming with goods" to attract users to the live streaming room

2. Promotion methods

Select "Professional Promotion" as the promotion method, which is more suitable for novices

3. Delivery method

Select the cost control method for delivery. You can also check the strict cost control limit, which will stop when the budget of 500 is spent.

4. Conversion Goals

Select the conversion target to enter the live broadcast room

5. Delivery time

During fixed time periods, you must stop broadcasting half an hour before the end of the broadcast. For example, if you broadcast from 6 a.m. to 8:30 a.m., we must stop broadcasting at 8 o'clock.

6. Budget and Bid

The daily budget is based on your own situation, and the bid is 0.3~0.8

7. Targeted groups

Region : Exclude regions where no shipment is made

Gender : No limit, unless your product has very clear gender distinctions

Age : Except for those in the age group of 18 to 23 (whose spending power is generally low), check all others.

Expert customization: Select all

Time range : There are 3 options, 15 days, 30 days, and 60 days. Choose according to the repurchase rate of your product. If your product is snacks, choose 15 days. If your product is a high-priced product, such as electrical appliances, choose 60 days.

Add Douyin influencers : If your product does not have a very strong brand endorsement, do not choose the influencers recommended by the system, and add 30 benchmark influencer accounts yourself

8. Creative form

Select "Video" as the creative format and add the video content you prepared in advance

9. Creative Type

Select Custom Creative for Creative Type

10. Creative Classification

For creative classification, you must choose leaf categories that are vertically related to our category. If you are not sure about your category, ask the waiter and don’t choose randomly.

11. Creative Labels

You can choose 20 creative labels, but you don’t have to choose all of them. The main thing is that the labels should be accurate enough.

★How to choose creative labels?
First of all, we need to know that Taobao e-commerce is the best at making labels, so when we do Douyin e-commerce, we can also stand on the shoulders of giants and refer to Taobao to find creative labels.
Taking dresses as an example, we directly open Taobao and search for "dresses"

Product tags : new style, contrast color, stripes, dress, loose, midi skirt, short sleeves, T-shirt
Crowd tags : female, student, lazy
Use scenario tags : 2020, summer

Of course, when we are looking for labels, it is not enough to just look for one product. We must look for several and find the label that best suits our product.

★ Project Leica 2

After creating the above plan, copy it and keep other options unchanged. Only two points need to be changed.

1. Conversion Goals

Select the conversion goal to place an order in the live broadcast room

2. Bid

The suggested bids for placing orders in the live broadcast room are scary. Maybe the selling price of our products is not as high as the suggested bids, so we certainly cannot bid according to its suggestions.

There are 2 bidding methods for reference.

① Profit bidding method <br />Bid according to your own profit margin. For a product worth 200 yuan, if the profit margin is 30%, which is 60 yuan, we can bid 60 yuan first, and then make corresponding adjustments based on the data later.
② Half-bid method <br />Directly bid half of the lowest recommended bid, and then slowly adjust it later.
Some people may think that this bid is still very expensive and you won’t make any money by selling a product, but you can earn the UV value of the live broadcast room, so it is still worth it.

These two plans are launched at the same time, so we have a Leica plan group, and the effect will definitely be much better than your previous results.

Author: Huoyan Society

Source: Huoyan Society