How to place advertisements on Douyin, DOU+ and Qianchuan?

As the Douyin live e-commerce ecosystem continues to grow and develop, various advertising methods continue to "explode", and Qianchuan and Dou+ advertising have developed rapidly.

Many advertisers know a principle: where there is traffic, there are business opportunities hidden, so they all want to use the Douyin platform to promote their own products and services, enhance brand exposure, and build their own brand image. In short, they try their best to get more traffic. However, many people still don’t know how to place advertisements on the TikTok platform and what are the different ways of placing advertisements? Today’s article will find out.

1. Steps for placing Douyin ads

If you want to place advertisements on the Douyin platform, you need to go through the four steps of opening an account - recharging - qualification review - placing advertisements.

1. Open an account

Official: The official will charge a handling fee of 1,000 yuan to help advertisers open an account, but no advertising suggestions will be given later.

Agents: Each agent has different standards for their business model. For example, some advertisers not only provide account opening services, but also provide agency operation services after account opening.

2. Top-up

The official requires a pre-recharge of more than 10,000 yuan, and the charging standards of agents also vary, with different agents charging different fees.

3. Qualification review

Business license, legal person ID card, industry qualifications, etc.

4. Place advertisements

Douyin advertising has an independent advertising background. Advertisers can place ads on their own or hire professional third-party agencies to do so. This is because they know the needs of your target customers better than you do. When designing advertising materials, starting from the real needs of users can bring better advertising results.

2. 4 direct delivery methods of Douyin

There are four main ways to place Douyin ads. See below for details:

1. Official: The official will leave a short video slot for you, you just need to put the video on it, simple and straightforward. However, this type of advertising is rather blunt and will make users feel that the video is an advertisement, which can easily cause users to resist.

2. Use the four delivery methods on the Douyin platform:

(1) Tik Tok splash screen ads

It can be displayed using short videos, because the splash screen ad is the first entrance on the Douyin platform, it has a strong visual impact and can strongly lock in the main force of the new generation of users.

(2) Tik Tok information flow GD single page advertisement

You can use a variety of short video methods to show native styles, a new vertical screen visual experience, account association to attract fans, and you can flexibly use multiple methods such as sharing and dissemination. It also supports a variety of advertising styles and effect optimization methods.

(3) Tik Tok stickers

You can use brand-customized Douyin stickers, such as 2D face pendant stickers and 2D foreground stickers. The 3-day Douyin sticker column is in the fourth position in the first row, and the 4-day position is random. If you purchase continuously, you need to design multiple stickers to ensure that they are changed every week.

(4) Cooperation with Tik Tok influencers

Douyin influencer cooperation specifically refers to advertising services in which Douyin influencers produce and publish commercial promotion videos for advertisers. The influencer will provide a text version of the video creative script based on the advertiser's shooting requirements. After the text version of the shooting script is confirmed, the video shooting phase will begin. The video length is 15 seconds. After the video content is confirmed, the influencer will release it on his or her own Douyin account at the time specified by the advertiser.

3. Advertising in the live broadcast room

DOU+ Product Introduction

1. What is DOU+?

A video/live broadcast room heating tool that effectively increases the exposure and interaction of videos/live broadcast rooms. The product forms are divided into video DOU+ and live broadcast DOU+, which are suitable for short video heating scenarios and live broadcast room traffic diversion scenarios respectively.

【Video DOU+】 is a video heating tool provided for Douyin creators. It can not only effectively increase video playback and interaction volume, but also increase video heat and popularity, attract more interested users to interact and pay attention, and achieve goals such as increasing video interaction volume and increasing fan attention. In addition to adding DOU+ heating to your own videos, you can also add DOU+ heating to other people's videos, and you can use it through your mobile phone.

【Live DOU+】 is a live broadcast room heating tool provided for Douyin anchors. It can increase the popularity and exposure of the live broadcast room, thereby bringing more viewers into the live broadcast room and helping merchants solve problems such as small number of people in the live broadcast room, small number of fans and difficulty in cold start.

2. What is the difference between video DOU+ and live broadcast DOU+?

Video DOU+ is targeted at the video itself, bringing likes and interactions to the video; live broadcast DOU+ is more inclined to be recommended to people who are potentially interested in the live broadcast room. The two recommendations have different focuses. If you want your live broadcast room to attract more viewers, it is recommended to choose DOU+ for live broadcast.

3. What are the product advantages of DOU+?

Convenient delivery: The delivery threshold is low, and it only costs 100 yuan to deliver. You can place orders directly on your mobile phone, and it supports delivering your own and other people’s videos/live broadcast rooms. It is simple and easy to use and can be delivered on demand.

Multiple targets: Support multiple delivery target selection to meet users' diverse operational needs.

Real-time monitoring: During the delivery period/broadcast process, you can see the data brought by DOU+ in real time, which is convenient for deciding whether to increase investment; the current function also supports the disclosure of deep conversion data.

Post-investment analysis: After the investment, the audience characteristics are disclosed, and the audience can be further analyzed and clarified based on the characteristics of the interested groups.

4. How to choose the delivery target

Planting seeds for viewers: mainly optimizing the crowd that is more likely to be interested in the good things in the live broadcast room;

Audience interaction: mainly optimizes the audience's comments, attention and other interactive behaviors in the live broadcast room;

Increase followers in the live broadcast room: Improve user attention in the live broadcast room to meet the anchor's needs for increasing followers;

Live broadcast room popularity: mainly to optimize the number of traffic to the live broadcast room and bring more viewers into the live broadcast room.

5. How to locate the target audience

Smart recommendation is the default option in system settings

If there is a clear customer group positioning, specific selection can be made among the audience types and targeted promotion can be carried out, which can bring more target groups that match the product positioning to the live broadcast room.

6. Features of the heated live broadcast room:

Direct heating of the live room

1) The anchor can heat up the live broadcast room without selecting a video

2) After the plan is created, you don’t need to wait for the video to be reviewed and the video will start to be heated immediately, which increases the volume faster.

3) What the audience sees is the live broadcast room, and only if they are interested will they actually enter the live broadcast room and take subsequent actions. In theory, attracting people into the live broadcast room is more accurate than attracting them through videos.

4) The cost of attracting traffic to the live broadcast room is still determined by the quality of the live broadcast itself

Video Heating Live Room: Suitable for users who have video production capabilities, good video interaction rate or have special videos to preview the live room. Select the video to heat up the live broadcast room. The reached users will see the heated video in the video stream. By stimulating the user's interest, they can enter the live broadcast room by clicking on the avatar.

Qianchuan Product Introduction

Bytedance Qianchuan has built an integrated advertising platform for small shops and merchants, which is independent of the account system and funding pool of DOU+ and Bytedance Engine. It supports multiple ways of selling products such as live broadcast and short videos, and supports dual-end delivery on mobile and PC.

1. Version Introduction

Currently there are three versions: the PC version is divided into professional promotion and ultra-fast promotion based on the degree of automation of the delivery, and the mobile version is small store free promotion. Through the differentiated traction of three versions, merchants' e-commerce marketing will be driven from entry to mastery.

Shop Recommendation:

Small shop promotion is a lightweight advertising product for promoters to promote small shop products on the Douyin platform. It is suitable for small shop merchants, e-commerce experts, etc. The e-commerce target can be optimized to better meet the marketing demands of e-commerce users; shallow goals such as adding fans and interacting with others can be achieved.

Speedy promotion:

The express version mainly sets key elements such as budget and bid. Audience targeting can be automatically optimized by the system, which can greatly reduce operating costs and is suitable for novices who lack advertising experience.

Professional promotion:

The professional promotion model has high requirements on the pitcher's pitching ability and experience. Compared with the express version, it supports customized settings of delivery speed and more accurate crowd targeting for promotion. It is suitable for pitchers with certain delivery experience, live broadcast teams with relatively fixed broadcast plans and more accurate targeting needs.

2. Choice of delivery method

In terms of delivery methods, Qianchuan supports both cost-controlled delivery and large-scale delivery. Controlling cost delivery, as the name suggests, means trying to consume the budget as much as possible while controlling the delivery cost, and the actual conversion cost remains basically stable near the bid. It is more suitable for live broadcast rooms with limited budget and high requirements for ROI.

The primary purpose of large-scale advertising is to consume as much budget as possible to obtain more traffic, and the company can accept the increase in actual conversion costs. It is more suitable for live broadcast rooms that have the need to increase traffic. For example, if the product explained by the anchor at a certain time in the live broadcast is very popular and the conversion rate is very high, then if the inventory is guaranteed, additional volume can be added in real time to obtain more traffic in a short time to increase the order conversion rate of the product.

3. Selection of conversion goals

Qianchuan supports dual conversion goals. Depending on different marketing goals, the selected conversion goal combinations are also different. Generally, there are the following three methods. Among them, under the cost-controlled delivery method, in addition to selecting the conversion goals of "entering the live broadcast room" or "clicking on products in the live broadcast room", you can also optimize "placing orders in the live broadcast room" at the same time.

1. If you are looking for sales performance, select "Live broadcast product clicks/Live broadcast orders" as the conversion goal;

2. If you want to increase popularity and interaction, select "Enter the live broadcast room/Increase fans in the live broadcast room/Comments in the live broadcast room" as the conversion goal;

3. If you are looking for precise live broadcast users, choose the dual conversion goal of "entering the live broadcast room + optimizing orders in the live broadcast room at the same time" or "clicking on products in the live broadcast room + optimizing orders in the live broadcast room at the same time".

For live broadcast rooms, no matter the conversion goal is sales performance, popular interaction, or precise users, 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 brought by paid traffic.

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

Regarding the evaluation of the effectiveness of Qianchuan, FEED, and DOU+ delivery, the source distribution of the live broadcast room viewing traffic is divided into natural traffic, massive engine (FEED) traffic, DOU+ traffic, and Qianchuan traffic, which very conveniently solves the problem of the live broadcast team's evaluation of the live broadcast room traffic delivery. In addition, based on the above traffic sources, the system intuitively presents the overall ROI, Qianchuan delivery ROI, FEED delivery ROI, and DOU+ delivery ROI, and controls and adjusts the delivery rhythm in real time during the live broadcast.

(Data source: Feigua Investment, the above 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. Feigua Smart Investment supports real-time monitoring of paid advertising data. In terms of time granularity, you can choose the minimum amount of advertising consumption every 10 minutes, as well as the conversion data brought by the advertising, so that you can have a clear understanding when advertising.

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

4. Choice of creative form

Regarding the choice of delivery form for Qianchuan’s live broadcast room, it currently supports two forms: live broadcast room smart investment and short video materials.

For most live broadcast rooms, the threshold for direct projection of the live broadcast room screen is low, and the live broadcast room viewing experience conveyed to users is more in place. It is suitable for live broadcast rooms with weak short video production capabilities and low requirements for material content. If the live broadcast room scenery is optimized in place, it can also achieve good traffic-generating effects.

The short video live broadcast room has high requirements for the quality of the traffic-generating materials. The higher the quality of the materials, the better the traffic-generating effect. It is generally recommended to release a warm-up video four hours before the broadcast, and you can also release traffic-generating videos from time to time during the live broadcast.

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

By viewing the playback, likes, and comments data of each warm-up/lead generation video in real time, more importantly, it is possible to directly evaluate the lead generation data brought to the live broadcast room after each video is released. It has a very high guiding significance for the optimization of live broadcast room traffic operation and delivery materials.

5. How to set crowd targeting

Basic population targeting:

For the basic population targeting setting, brand merchants can select the appropriate gender and age according to the core audience of the product;

In addition, some key areas can be targeted according to the characteristics of the products. For example, for women's clothing with high unit price, potential users are mainly distributed in first- and second-tier cities, while the purchasing power of people in fourth- and fifth-tier cities is relatively low, so they can be omitted or selected less at this time.

Behavioral interest targeting: (taking behavioral targeting as an example)

Behavioral targeting involves the selection of four key dimensions: behavioral scenarios, behavioral time limits, behavioral category words, and keywords.

First of all, in terms of behavioral scenarios, in a live broadcast room oriented towards selling goods, we should choose people who engage in "e-commerce interactive behavior."

Secondly, in terms of the time limit of behavior, that is, the number of days within which the user behavior occurs, different lengths of time can be selected according to actual needs, and the total number of people covered will also change accordingly.

Category words and keywords can be selected at the same time, and industry words and keywords that are strongly related to the industry in which your product is located can be selected.

In addition, you can also choose the industry where the product has the same audience as your product. For example, when investing in women's clothing products, in addition to choosing industry keywords for women's clothing, you can also target the audience of cosmetics.

Expert Orientation:

In addition to behavioral interests, another important targeting method is expert targeting, which supports reaching fans of experts on the platform or users who have interacted with experts. The main selection dimensions are interactive behavior, interactive time limit, influencer type and specific influencers.