Tik Tok live broadcast room Qianchuan delivery skills

This question can be understood in this way. When a user scrolls through Douyin content for a certain number of times, he or she will see an information flow ad, which is an opportunity for an ad to be displayed. Every time there is such an ad display opportunity, N ads will compete for it. But who will win in the end? The system will rank the ads competing for the display opportunity based on the ECPM value. There are three factors that affect the ECPM value: eCTR (expected click probability of the user on the ad), eCVR (expected conversion rate after the user clicks the ad) and bid.

2. What factors affect eCTR?

Why would users click on an ad when they see it? The reasons behind this directly affect eCTR, and the overall content effect presented to users directly determines the click-through rate. Qianchuan Advertising has two delivery modes: one is direct delivery in the live broadcast room, and the other is delivery of creative materials. If it is a direct broadcast mode, the creation of the live broadcast scene, the host's visual sense, words of speech, the atmosphere of the live broadcast room, hot-selling products and other factors will affect the click-through rate; if it is a creative material, the product itself, the display mode of the product, the refinement of the selling points of the words of speech, the shooting scene, the shooting mode and the editing mode will all affect the click-through rate.

3. What factors affect eCVR?

1) The quality of the material;

2) The accuracy of the settings of the delivery background;

3) The marketing value of live broadcasting scenes;

4) The anchor himself and his ability and skills in negotiating, placing orders, and forcing orders for product sales;

4. Why is the Qianchuan Plan not working?

1. The reputation score of Douyin accounts is low

The product reputation points are displayed in core locations such as the shopping bag in the live broadcast room, the product details page, and the product window, helping users make better purchasing decisions. Juleliang Qianchuan controls live streaming traffic based on the reputation score of the Douyin account .

1. Product reputation score of 4.6 or above: Qianchuan will not impose any restrictions and will deliver products as normal;
2. Experts with a reputation score of 4 or above, less than 4.6 or no reputation score: A certain number of orders are limited to be placed every day. The higher the score, the smaller the impact on the sales volume.
3. If the product reputation score is less than 4 points: Qianchuan is prohibited from advertising;

2. The live broadcast account has little basic data, unclear labels, and low weight

In addition to the reputation of selling goods, another major reason for Qianchuan’s difficulty in increasing sales is that the labels of the Douyin live broadcast account are unclear and the weight of the live broadcast room is too low.

Especially for newly launched live broadcast rooms, there is very little accumulated data such as traffic and products, making it impossible for the platform algorithm to give a specific positioning of the live broadcast room.

3. Qianchuan’s crowd targeting is too precise, covering a small number of people and offering low bids

Qianchuan’s advertising supports a wide range of crowd targeting functions, which can indeed help improve the efficiency of advertising for high-order products that pursue precise traffic, as well as for merchants in relatively vertical categories.

The more precise the audience targeting, the smaller the number of people the advertisement can reach. The more difficult it is to run the entire delivery plan, and the more precise the target audience is, the higher the cost of acquiring these precise users will be, which means the bid will be higher.

5. How to evaluate the effect of Qianchuan’s advertising in real time

In addition to the problem of Qianchuan’s sales volume, another issue that has received a lot of feedback is how to evaluate the effectiveness of Qianchuan’s advertising in real time.

For live broadcast rooms, traffic and ROI are the most important indicators when measuring the effectiveness of the delivery. In addition to evaluating the number of online users it brings, it is also necessary to measure the proportion of paid traffic in the overall traffic and the conversion effect.

(Data source: Feigua Investment, the data has been authorized by the customer and anonymized)

By dividing the sources of viewing traffic in the live broadcast room into natural traffic, paid traffic, etc., the live broadcast team has solved the problem of evaluating the traffic delivery in the live broadcast room.

And based on the above traffic sources, combined with the overall ROI, Qianchuan and other delivery ROIs, the delivery rhythm is adjusted in real time during the live broadcast.

(Data source: Feigua Investment, the data has been authorized by the customer and anonymized)

In addition, you can also build delivery plans for different conversion purposes before the broadcast, and make dynamic adjustments during the live broadcast based on the real-time traffic and order situation in the live broadcast room. Adjust the delivery plan in time based on the 10-minute delivery consumption amount and the conversion data brought by the delivery.

(Data source: Feigua Investment, the data has been authorized by the customer and anonymized)