Getting Started Guide for Massive Streaming

Juleliang Qianchuan was fully launched on April 9. As one of the hottest topics in the live streaming circle, there must be many people wondering what Qianchuan is? How to open an account at this stage? How to deliver? HOW DOES IT PERFORM?

In March, I participated in Qianchuan’s second batch of user testing. I would like to share my experience with you here, hoping it will be of some help to you.

01 What is Qianchuan?

Juliang Qianchuan is an integrated advertising platform built for small shops and merchants. It integrates multiple delivery methods such as Dou+, Luban, and feed live broadcast, and focuses on advertising promotion on Douyin e-commerce. At present, Qianchuan supports dual-end delivery on mobile and PC terminals, and can be divided into ultra-fast promotion and professional promotion based on the degree of automation.

To sum up in one sentence: Qianchuan ByteDance is an e-commerce delivery platform based on small stores, which is independent of Bytedance.

The current online progress plan of Qianchuan is as follows:

Let’s take a look at Qianchuan’s delivery method. As shown in the figure below, short video/picture and text sales are the original Luban delivery, and live streaming sales are feed delivery. Both methods are divided into rapid promotion and professional promotion.

The picture below is the mobile store promotion, which is Qianchuan’s dou+, and Qianchuan’s backend public funds, which only supports mobile delivery. This article mainly takes live broadcast promotion as an example to teach you how to use it after getting Qianchuan, so I will not go into details about Xiaodian Sui Xintui and Luban.

1. Live streaming brings products to promote rapidly

This method is more suitable for merchants who have no experience in advertising. It is simple to operate and has almost no targeting. You can set the bid budget with one click and then launch it. The specific content is as shown in the figure below.

I spent about 3,500 yuan during the test period. The overall data is slightly weaker than the professional version, but the overall ROI is still profitable. This is a benefit for business customers who do not have the ability to place advertisements. When the people, goods and venues meet the standards, with the help of Qianchuan's extremely fast delivery, it is easy to amplify the traffic entering the live broadcast room, thereby increasing GMV and profits.

2. Professional promotion of live streaming

Compared with the original massive ad delivery, there are no major changes overall. Some changes are as follows:

As shown in the figure below, the ad group level has been cancelled on the promotion page, leaving only the plan and creative levels. This change has little impact on the delivery, but the account plan will become very chaotic after a long period of delivery.

In general, the display of overall data has been optimized, and the current account's delivery status and time period changes can be clearly seen.

In terms of targeting, the functions of dmp crowd packages and some functions for filtering highly active people have been removed. Personally, I think it is necessary to retain the function of crowd packages. In the cold start phase, the crowd package can play a significant role in exploring the crowd and optimizing ROI for potential plans. I have discussed this demand with the product manager of ByteDance E-Commerce, and it may be put back online later.

In terms of building plans, certain optimizations have been made from planning to creative pages. Currently, everything from planning to creative level can be done in one go, without having to jump to separate pages, and the experience is quite good.

As shown in the figure, you can directly access the creative level after the orientation is completed. But I have to complain about one thing: the label positions cannot be copied and added all at once, they can only be added one by one.

02 What should you pay attention to after getting a Qianchuan account

1. Open an account

If you want to open a Qianchuan account, you must first open a Douyin store account. Then you can activate it in the background of Douyin store. You cannot recharge your account by opening it on your own at present.

To open an account normally, you must first bind a direct customer salesperson. After the direct customer registration is passed, you need to prepare the following information:

① Entity name (name of the entity opening the store)

② Store name

③ Store id

④ Store email: send it to the corresponding account opening agent.

Compared with the previous ad account opening, the process and efficiency have been greatly improved, and the account can basically be placed within one day.

However, it should be noted that:

① One entity can only be bound to one direct customer salesperson

② One entity can open accounts with multiple agents, and one agent can only open one sub-account. All accounts are in the same backend.

After the account is opened, click "E-commerce Advertising" (as shown below) to enter Qianchuan's advertising account.

2. Bind TikTok account

The Douyin account bound to the store will be directly synchronized to the account, without the need for additional binding, and the authorization type will display "official".

If you need to bind other Douyin accounts, you can do it through "Account-Douyin Account Authorization", and the authorization type will show "Self-operated". As shown in the following figure:

Currently, binding other TikTok accounts only supports the expert code method. The conditions for obtaining the expert code are:

① The Douyin account must have more than 1,000 followers

② The Douyin account needs to select the identity of expert/creator and scan the code to log in to Juliang Star Map once, as shown in the picture

After meeting the above requirements, continue to follow the steps shown in the picture to obtain the expert cooperation code.

After obtaining the expert code, click Add Douyin Account and fill in the specific information. Finally, use the bound Douyin account to confirm the binding on the mobile phone to complete the binding.

3. Delivery (Quick Version)

The express version only requires setting a budget and bidding. During the test period, I invested in the beauty industry, with a bid of about one-third of the average order value, a ROI of between 2-2.5, and a very stable overall situation, which is suitable for merchants without an information flow foundation.

suggestion:

① Budget: Two plans are set up for each broadcast, and the budget is set at 1,000;

② Delivery method: Control costs and deliver

③ Conversion goal: order in the live broadcast room

④ Targeting: one is the recommended targeting by the delivery system, and the other is to simply set the crowd, gender, age, and region according to the live broadcast product.

⑤ Bid: set according to the profit and loss point. This bid is the approximate price for a transaction after the campaign is launched, so at least there must be profit margin after deducting product costs and advertising fees from the average order value. In the early stage of launch, you can bid relatively high. If the sales volume increases quickly and the ROI is positive, you can lower the bid and strive for higher profits. In the later stage, when the people, goods and venues are complete, you can consider increasing the budget for launch.

Overall, Qianchuan Express Edition allows merchants with no advertising experience to quickly and easily use payment to increase the precise traffic of the live broadcast room, thereby increasing GMV, which is definitely worth a try.

IV. Delivery (Professional Edition)

For the professional version, I tested a consumption of about 70,000 yuan. The overall entry cost was 50-80 cents cheaper than the data of the same ad. Under normal delivery, the ROI difference is not much. However, since the ad account model itself is stable and the scale is relatively large, it will cause a certain degree of squeeze on Qianchuan during the delivery. If Qianchuan was in charge of the advertising data, the results would be better (the average advertising amount for the games I tested was 150,000 yuan).

suggestion:

① Budget: The direct investment plan has a budget of 2,000 per line, which will be gradually increased according to the ROI situation; the video plan has a budget of 5,000 per line, which generally takes 2-3 shows to gradually increase in volume, and will be gradually increased according to ROI in the later stage

② Targeting: Choose from the three suggestions of system recommendation, Leica targeting and Internet celebrity fans according to your own industry. Prepare a test for each video and direct investment plan, select high-quality plans and keep them, and abandon plans with poor ROI.

③ Delivery method: cost-controlled delivery

④ Conversion goal: order in the live broadcast room

After running it several times, I feel that compared to massive ads, the controllability of Qianchuan plan adjustments is slightly weaker, and the response to adjusting the bidding budget plan is not as direct as that of ads. This may be because the total amount of test data and Qianchuan’s data accumulation are not that much.

I summarized the data of the 8 events, as shown in the figure below.

The overall ROI is relatively low in the early stage, but there will be a feedback mechanism in the middle and late stages, and the ROI will return to a lot. It seems that Qianchuan has his own ideas and will revise the ROI at about the same time for each game.

Due to some reasons, each subsequent test used a new direct investment plan, and the bid was relatively high, so the ROI was worse than before, but the overall upward trend was not much different from before. For newcomers who have just started using Qianchuan, this mechanism is equivalent to an extra layer of protection.

Since there is not much overall delivery data at present, and it is also squeezed by ad delivery, I have not yet found a method that can reach the same level as the current ad delivery. But I believe that Qianchuan’s delivery effect will not be weaker than AD, but stronger. Moreover, for merchants, it is relatively simpler to place ads, and ROI is easier to control than ads. Relatively speaking, it lowers the threshold for placement, allowing more merchants to pay and increase sales.

Consumption by time period

Qianchuan is a good thing for merchants. It not only effectively lowers the threshold for advertising, but also targets more accurately, which can effectively help merchants improve their ROI. But it is a big challenge for optimizers, and many gameplays need to be re-examined. However, this is also an opportunity. Only by embracing change in the ever-changing external environment and constantly learning and improving one's own capabilities can we grab more traffic in the fierce competition.

in addition:

We want to set up a Juliang Qianchuan group, which will be a special discussion group for Juliang Qianchuan merchants, to convey official information, exchange resources, and share what they have. In order to improve the quality of discussion, all group members should send red envelopes of more than 50 yuan within 10 minutes. It is recommended to divide them into 20, and the average amount of each red envelope should be more than 1 yuan. When joining the group, please introduce yourself and save it as the nickname of the group, including: nickname, region, main investment category, company, live broadcast room name, etc., according to your convenience.

Author: Sanlitun Information Flow

Source: Sanlitun Information Flow (sanlitunxinxiliu)