120 pieces of experience on huge Qianchuan delivery, a must-read for novices!

Without further ado, let’s get to the point!

1. What is the underlying mechanism of Qianchuan’s advertising ?

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.

eCPM = eCTR * eCVR * bid * 1000

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. Is there any delay in the data that affects Qianchuan’s calculations?

There will be a certain delay in the overall account and sub-plan data. If you want to observe real-time data, you can pay attention to [Tools-Today's Live Broadcast] with less delay.

5. What are the core goals and indicators for each stage of live streaming and self-broadcasting?

1) Cold start period: core objectives [live broadcast room interaction data, crowd labels], indicators recommended to focus on [stay time, interaction frequency]

2) Growth stage: core goals [live broadcast room interaction data, crowd tags, conversion rate, UV value], indicators recommended to focus on [stay time, sales conversion rate, UV value]

3) Mature stage: core goal [GMV], recommended indicators to focus on [UV value, dwell time, whole-event GMV, average customer spending]

6. Does the click-through rate of products have a big impact on the live broadcast room?

The click-through rate of products will have an impact on the traffic of the live broadcast room, but you must understand that the traffic of the live broadcast room is not affected by a single factor. It may be the result of the combined influence of various indicators such as the live broadcast room's click-through rate, conversion rate, GPM, number of comments, number of likes, and stay in the live broadcast room.

7. How do you usually find ideas for short video scripts?

Massive Creative, Chan Mama, Douchacha, Feigua, etc.

8. (Professional version of Qianchuan meal replacement live broadcast room) Why did I set up industry interests + behaviors, estimated 30-50 million, and placed orders, with no consumption at all. what to do?

1) Confirm that the plan has been approved and started normally.

2) For those with a reputation score of 4 or above, less than 4.6 or no reputation score: a certain number of orders will be placed every day. The higher the score, the smaller the impact on sales volume. For those with a reputation score of less than 4, placement is prohibited.

3) You can try to increase the bid and expand the crowd to improve traffic competitiveness;

4) Check whether the number of plans is too small;

5) Look at the indicator data, CTR, CVR, ECPM. If it is too low, it will definitely not be consumed;

6) Whether the material quality is good or not is very important;

7) Is the targeted coverage population too narrow?

9. What is the core strategy for live streaming of food products? DOU+ consumes energy, but Qianchuan Professional Edition does not consume energy when placing an order. How to solve it?

1) For food live broadcasts, it is recommended to optimize the targeted population, clarify the food positioning and target audience; and the food industry needs to focus on food display, product introduction, and fan interaction and Q&A to ensure traffic reception.

2) Confirm that the plan has been approved and started normally.

3) For those with a reputation score of 4 or above, less than 4.6 or no reputation score: a certain number of orders will be placed every day. The higher the score, the smaller the impact on sales volume. For those with a reputation score of less than 4, placement is prohibited.

4) You can try to increase the bid and expand the target audience, or try to increase the volume to improve traffic competitiveness.

5) Check whether the number of plans is too small;

6) Look at the indicator data, CTR, CVR, ECPM. If it is too low, it will definitely not be consumed;

10. Will the system push natural traffic based on data during Qianchuan’s live broadcast process?

Yes, generally speaking it can leverage natural traffic. Many people also ask whether paid traffic will affect recommended natural traffic. The answer is no. If there is an impact, we need to pay attention to whether the people and goods in the live broadcast room can sustain the paid traffic.

11. Is Qianchuan running any search ads? Is there some advanced gameplay?

Qianchuan search advertising will be fully open soon. Previously, in the plan, we could intercept user searches by configuring some keywords. Users who enter the live broadcast room through search are more accurate and have a higher probability of placing an order, which helps with the cold start of the live broadcast room. Please wait for Lao Zhao’s Douyin e-commerce course for more details.

12. How is product testing done? How about the efficiency? How much advertising budget is generally allocated to test products, how are the advertisements set up for test products, and what is the advertising effect of test products?

1) E-commerce product testing: Generally, 3 video materials and 10 texts will be prepared. In the early stage, we used 10 copywritings, multiple videos, the same conditions, and one variable to conduct material testing. If the first set of materials detects suitable creativity, then the suitable creativity will be scaled up. If the first set of creative ideas cannot be tested, try testing with new types of materials! Until suitable materials are found and released.

2) Budget allocation: E-commerce product testing plans require budget setting. For example, if the expenditure is 10,000, then increase 30% as the planned budget. It is recommended to control the final budget through the advertising group.

13. What are the differences between the people who follow Sui Xin Tui and the people who follow Dou+? Is the strategy of small investments still suitable for random push?

There is no difference in the target groups; both small investments and concentrated budgets are feasible, and advertisers can choose the appropriate budget strategy based on their own delivery rhythm.

14. Will it be considered as profit inducement if orders are held back for a long time in the live broadcast room? Are there any rules for judging this?

If the live broadcast room holds orders for too long, it is very likely to cause consumer complaints. If there are too many complaints about the live broadcast room, it will lead to penalties or even suspension of the live broadcast room. It is recommended that merchants control the rhythm of the live broadcast and do not hold orders for a long time to avoid consumer complaints.

15. Will the authorities crack down on people who cheat on word-of-mouth scores? Should we look at the store experience score or the account experience score based on short videos? Check the account reputation during live broadcast?

1) The official can monitor the fake reputation points, but there will be a time lag, and the fake reputation points will also have an expiration date. However, it is not recommended to brush, but to obtain orders through normal channels. The reputation score is the platform's assessment of the e-commerce fulfillment capabilities of the live broadcast room. Only when it is determined that your e-commerce fulfillment capabilities are strong will you be given volume or asked to pay for volume;

2) The store score is called DSR score, and the account showcase is called word-of-mouth score; DSR, experience score and word-of-mouth score all directly affect live streaming sales.

16. Want to know the overall approval rate of the professional version of Qianchuan?

There is no official data yet; all plan content needs to go through both advertising review and content review processes. After passing both processes, the plan will reach the best delivery state; it is recommended to conduct a review of delivery qualifications and optimize material products before creating a plan. The higher the quality of the creative material, the higher the overall pass rate. It is recommended to prepare more materials, more plans, and it is recommended to launch programmatic creativity.

17. If Qianchuan’s store is closed, what will happen to Qianchuan’s households? What will happen to the plans inside and what will happen to the money I charged?

Treat them differently and judge based on the actual reasons for the store closure. If the store is closed due to violations of advertising regulations, the Qianchuan account will be blocked simultaneously, and the advertising can continue after it is unblocked; if the store is closed due to violations other than advertising issues, the Qianchuan account will not be affected, but the actual advertising will be restricted.

18. It is said that the more Qianchuan accounts you open, the better. Will the chance of increasing volume be much greater this way?

In the machine learning model, due to the instability of learning samples, some accounts will inevitably grow in volume while others will not. Therefore, opening multiple accounts has certain advantages, but also certain disadvantages. The disadvantage is that you don’t have that much budget and your money is spread across different accounts. Once one account is consumed too quickly, there will be no time to replenish the money in the consumed account.

19. Regarding traffic: How can Qianchuan achieve continuous growth in volume? Qianchuan’s plan to increase volume is very easy to decline, and the old AD method is not effective. What should we do?

Both Qianchuan and the original platform have the situation of plan decline. If the plan declines, it is recommended to add new plans in time to take over and continue to increase the volume. You can refer to the plan with better delivery and copy it with one click.

1) Continue to copy the original plan. You can also copy several more copies of the original version. You only need to modify the targeting or creative classification or experts. The core of the plan inheritance is to inherit the advantages of the material.

2) The original plan could be to adopt intelligent volume expansion to expand the scope of the population;

3) Supplement new plans;

20. How to choose between Qianchuan direct broadcast room and video heating broadcast room?

Everything has two sides

1) Direct live broadcasting is suitable for all types of merchants and influencers. The threshold is low, but the carrying capacity of the live broadcasting room is very high, otherwise the effect will be very poor;

2) The short video live streaming 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. On the contrary, if there is no ability to output high-quality materials, it is not recommended to use the short video live streaming room;

21. Is there any limit on the number of applications and number of people for Qianchuan material authorization?

Applications can be sent to up to 3 people per day, and the total number of applications is 10;

22. What are the techniques for targeted use recommended by Qianchuan system? What is the expected effect of system recommendation targeting? What are the advantages of system targeting compared to custom targeting?

1) Targeting simply means who the advertisement is shown to. Qianchuan’s targeting function is divided into smart recommendation and custom population. Smart recommendation means that the system automatically helps us explore the right population and promote conversion, which can achieve more accurate exploration, but the relative cost may increase. Smart recommendation allows the system to automatically explore the population, which is not suitable in the initial stage, but can be continuously increased after the account has a certain conversion model.

2) If there is no accurate target audience or similar influencers to choose from for the store’s products, it is recommended to prioritize the system’s intelligently recommended audience. At the same time, during the cold start phase, you can also use intelligent recommendations to explore the initial audience model. Secondly, in terms of influencer targeting, you do not necessarily have to choose people who are targeting the same product. People who are targeting different products but have the same profile can also be selected.

3) The advantage is simplicity and convenience, while the disadvantage is that there is no customized targeting accuracy, and it is impossible to exclude some unwanted groups or accurately reach some groups;

23. If my plan uses the system-recommended orientation, is it still appropriate to choose other orientations?

After using smart recommendations in the early stages, you can copy mature plans and select more precise groups of people to improve the overall conversion effect, but the effect is still only probabilistic.

24. Which one is better to use, Qianchuan Intelligent Volume Release or System Recommended Orientation?

The two sets of products do not conflict with each other; intelligent volume expansion can help us gradually explore target groups outside the selected targeted groups and increase running volume; it is recommended to release the selected targeted groups;

25. For small stores that are free to promote, what are some good ways to optimize creative ideas that are not performing well?

1) Hide private materials;

2) Delete;

26. In terms of clothing product selection strategy, how can we retain customers through high-quality products, increase the length of time they stay in the live broadcast room, and improve conversion rates? (Hot sale or low price?)

1) In the apparel industry, product selection strategies for hot items, traffic-generating items (low-priced), regular items, and new items all need to be prepared;

2) Traffic-generating products are mainly used to attract new customers, while new products are mainly used to promote sales;

3) Retaining users and attracting them to stay on the livestream is mainly achieved through combining popular and traffic-generating products with sales pitches, issuing coupons, lucky bags, creating an atmosphere, etc.

27. Will step-by-step delivery that takes more than 48 hours affect the experience score and reputation score?

The 48-hour delivery rate will mainly affect the advertising of short video sales, with the indicator not less than 70% as the benchmark; if the data of the previous day does not meet the indicator range requirements, the advertising permissions for the day will be closed; if the delivery rate meets the indicator range requirements after 24 hours of closure, it can be restored; if the delivery rate indicator still does not meet the indicator range requirements after 24 hours, the advertising permissions will continue to be closed.

28. What is the reason why Qianchuan account cannot grow? (For example: A. There is no volume at all, almost no exposure. B. There is volume just after it goes online, but the cost is always higher than the bid, and the plan died after two days).

The problem of low account volume exists on all advertising platforms; it is currently mainly affected by three dimensions: material quality, product quality, and planned quantity; it is recommended to optimize these three dimensions as the main optimization direction, while optimizing delivery settings such as volume delivery, bidding, budget, etc.

29. Why is my Qianchuan recommended bid very high? Should I bid according to normal advertising experience or according to the recommended bid?

Due to the small number of delivery data samples, it is recommended that new accounts do not refer to bid suggestions in the early stage of delivery. After accumulating a certain amount of data, valuation based on experience will always be more accurate than the system.

30. If I choose to increase the volume, will the system still make compensation?

Yes; no matter you choose to control costs or increase volume, you can apply for compensation as long as the compensation conditions are met;

31. I can push my video in my store, but why does the actual delivery time of my video not match the delivery time?

When placing an order, you select the expected exposure duration. The system will try to deliver the content within the set duration, but the actual delivery duration may fluctuate. It may end early after consumption or be returned if it cannot be fully consumed.

32. Why would the live broadcast order placed on dou+ be terminated?

To promote Douyin store products, use "Xiaodian Suixintui"; to promote non-Douyin store products and content, use dou+; another reason for terminating consumption is insufficient reputation points leading to consumption restrictions.

33. Does the order data of Xiaodian Sui Xin Tui include statistics of natural volume?

It only includes order data brought by Qianchuan advertising, but the data flow itself is good, and some natural transaction data will flow back to Qianchuan Data, but in essence it is still Qianchuan Data.

34. What is the role of classification and labeling in the advertising industry? Is it the same as labeling the live broadcast room during the cold start period?

Advertising industry labels tend to be more basic user portraits, and live broadcast room labels include basic labels, preference labels, and transaction labels.

35. How to improve the click rate of the live broadcast square? And how to improve the click-through rate of Qianchuan’s advertising?

Qianchuan’s click-through rate is optimized in two aspects:

1) Select precise interest groups that match the live broadcast room and products to increase click-through rate;

2) Improve the quality of products and content to attract users and increase click-through rates;

36. What is the underlying logic for increasing conversion, retention, and interaction?

1) Choose similar conversion goals when launching, such as increasing followers, comments, etc.;

2) Optimize sales pitch and product quality;

3) Material optimization;

37. How to reduce the return rate of goods sold through live streaming? Are there any points to pay attention to in terms of product selection, product explanation, and logistics experience?

1) Improve product quality and cost-effectiveness;

2) Do not over-package the sales pitch and product pages;

3) Improve delivery and logistics service levels;

38. How to improve product click-through rate and conversion rate?

1) Improve product quality and cost-effectiveness – click-through rate

2) Speech guidance - click-through rate

3) Product landing page material optimization - conversion rate

4) Optimize evaluation-conversion rate

39. What are the common situations where the small store promotion cannot be launched?

1) Too few people to choose from and reach;

2) The quality of products and materials is not high;

3) Word of Mouth Points Limitation

4) The broadcast time is too short

40. Can the small store push feature cast account tags? How to choose the delivery time period?

1) I don’t quite understand account labels, but if it refers to group labeling, then yes;

2) The duration of the broadcast should be shorter than or close to the broadcast start time;

41. What are the factors that lead to low GMV, low UV value, and low average order value due to low live streaming sales power?

The demand for the product itself, the host’s image, his/her speaking skills, professionalism, persistence, ability to control the scene, the ability to promote the product, and the ability to promote/force orders will all affect the GMV level.

42. Qianchuan’s bidding mechanism is eCPM value (eCTR*eCVR*bid*1000). In actual operation, the estimated click and conversion rate are different from the actual click and conversion rate. How are the estimated click and conversion rates calculated?

Both eCTR and eCVR are given by the system based on the advertiser's ads;

43. Qianchuan tests videos in batches and encounters the following problem: the creative videos in the plan cost hundreds of dollars to review, and it is not possible to individually close the videos that you do not want to test?

1.) The review is divided into advertising review and content review. If one of them passes and the other is under review, the plan will be launched normally;

2.) The PC version allows you to click the switch button to turn the plan on or off; Xiaodian Suixintui does not support shutting down orders;

3.) If you encounter an abnormal situation where you cannot shut down, please contact the salesperson for investigation;

44. During Qianchuan’s live broadcasting process, will frequent interruptions have a big impact on the broadcasting account and live broadcast room?

Frequent interruptions are not conducive to the system's exploration of planning models and will affect the volume and effect of live broadcasts.

45. Does the Qianchuan plan need to be manually switched on and off? What is the purpose and intention of manually switching the plan on and off? This is because the Qianchuan function itself has a time selection function.

1) Advertisers have different operating habits. Manual switch plans are more controllable in terms of delivery effect and budget, but only for plans with poor running volume or production.

2) Although the manual switch plan is convenient for advertisers to combine the rhythm of live broadcast sales, it is recommended to stop the budget for plans with good performance;

46. ​​Qianchuan's consumption is very unstable. Sometimes it burns very fast, and sometimes it doesn't burn at all. There is no pattern and no controllability. Can I ask what causes this?

1) You can prioritize confirming whether there are any changes in the plan, product, or material dimensions that will cause plan fluctuations;

2) Planned consumption is also affected by the overall market traffic, including major promotion nodes and different time periods of the day;

3) Unstable consumption is also related to the real-time data of the live broadcast room;

47. The actual conversion cost of Qianchuan’s campaign was too different from the bid, and it could not be reduced no matter how hard we tried. The most we bid was 20,000 at one time, and the conversion cost was still hovering around 85+. Is Qianchuan not applicable to the method of increasing account weight through high-cost, high-consumption strategies?

1) The bid is only used as a reference for intelligent optimization delivery. The actual billing is calculated in the form of oCPM=oCTR*oCVR*bid*1000;

2) If the conversion cost is high, you can improve the delivery effect by optimizing the targeting, products, and materials at the same time; if the cost is unacceptable to the merchant, you can lower the bid appropriately;

3) If you encounter problems with over-cost or over-volume, please contact the salesperson for investigation;

48. Qianchuan Finance Department reported several issues: Financial records are not clear, such as recharge records, and financial security compensation (it is not clear which plan the compensation is from), which makes data analysis inconvenient.

1) The recharge record can be viewed in the Qianchuan backend by entering [Finance-Fund Management-Recharge Records];

2) Planned compensation is currently disclosed at the account level;

49. Will DOU+ only serve external link delivery in the later stage? Qianchuan focuses on small stores. Will the cost of obtaining external link traffic become much higher after the closed loop is achieved?

1) For Douyin e-commerce ads (closed-loop shopping carts), use the mobile version of Xiaodian Suixintui for promotion; for non-Douyin e-commerce content (off-site traffic diversion, content heating, etc.), use the mobile version of DOU+ for delivery;

2) It will not affect the cost of traffic-generating advertising;

50. Will the introduction of DOU+ in live broadcast rooms reduce the push of natural traffic?

1) No; if the introduced traffic causes the GPM index to drop for a period of time, it may have a counter-effect;

2) Non-TikTok e-commerce content (external traffic diversion, content heating, etc.) is delivered using mobile DOU+;

51. I have an account on Qianchuan. I just want to know whether the number of people entering the live broadcast room during the promotion period will be better than DOU+. I don’t talk about ROI, I only talk about the number of viewers.

1) It does not involve comparison with DOU+, as they are two different products;

2) For Douyin e-commerce ads (closed-loop shopping carts), use the mobile version of Xiaodian Suixintui for promotion; for non-Douyin e-commerce content (off-site traffic diversion, content heating, etc.), use the mobile version of DOU+ for delivery;

52. Qianchuan materials involve third-party materials, and there is no way to solve the problem even after review?

You need to add the authorization certificate and other relevant qualifications of third-party materials in the background of Juliang Qianchuan - Account - Certification Center - [Publishing Qualifications];

53. Qianchuan often appears. The current live broadcast room is not suitable for drainage and heating. How to solve it?

1) Self-check the reputation score of live streaming sales. Live streaming sales will be managed based on the reputation score;

2) Product reputation score of 4.6 or above: no restrictions, normal delivery;

3) For those with a reputation score of 4 or above, less than 4.6 or no reputation score: a certain number of orders will be placed every day. The higher the score, the smaller the impact on the sales volume.

4) If the product reputation score is less than 4 points: the product is not allowed to be placed;

5) Optimize the content of the live broadcast room. The live broadcast will also be inspected. If there are any violations such as false propaganda, pornography, violence, etc., they will be punished or restricted;

54. Is there any difference between Qianchuan’s overall ROI and order ROI? There is a big difference between these two data.

Two scenarios are distinguished:

1) There are two types of planning dimensions: transaction ROI and order ROI:

ROI: Order amount/advertising expenditure (including orders with successful online payment and confirmed cash on delivery)

Order ROI: Order amount/Ad consumption

However, it is recommended that the difference between the two data be controlled within 0.3

2) Today, there are two types of ROI in live broadcast scenarios: overall ROI and advertising ROI.

Overall ROI: The proportion of paid orders in the live broadcast room to advertising consumption

Advertising ROI: The proportion of paid orders in live broadcast rooms driven by advertising to advertising consumption

55. Why is the speed of video delivery in small stores so slow?

1) The click effect of the material is not ideal and cannot be sustained. It is recommended to optimize the material;

2) The selected population is too narrow, you can try to expand the population;

3) In the short video sales scenario, you can select [Bid by playback volume] to expand the sales effect;

4) Optimize the live broadcast room, the goods and the price/performance ratio, SKU, etc., increase the conversion rate of goods, and improve the weight of running volume;

5) The impact of historical delivery models;

56. In Qianchuan Direct Investment Live Broadcast Room, how many plans are usually established? Need a heap plan?

1) High-quality advertisers with good running volume maintain more than 20-30 plans, and update 10-15 plans on average every day;

2) The number of plans and the consumption of a single plan are also important factors in measuring the ability of an advertising account to run volume, so advertisers are advised to maintain a certain number of plans when the budget is sufficient;

57. Qianchuan Live uses short videos, and the click-through rate is particularly low. How should it be adjusted?

1) Select precise interest groups that match the live broadcast room and products to increase click-through rate;

2) Improve the quality of products and content to attract users and increase click-through rates;

3) Qianchuan’s high-quality material suggestion: vlog format

a. Focus on "product recommendation" rather than "product sales", share product usage experience, weaken the price interest point stimulation, and give users a real, soothing and close viewing experience;

b. The materials are mostly from the "user's perspective", creating a strong sense of scene substitution, and first-person personal trial sharing;

c. The material delivers a wonderful experience by "optimizing visual perception": the picture quality is clear and bright, the music style is gentle and cheerful, and the picture colors are bright and rich;

58. UV value 3, stay time 2 minutes, interaction rate 7%, GMV are not bad, but the fan conversion rate is lower. The traffic pool always cannot be increased. What are the most critical data that affect the level of the traffic pool?

We should also pay attention to GPM (Gross Price Per Thousand Impressions). The running capacity is mainly optimized and adjusted from three dimensions:

1) Goods are the foundation. Good products can increase clicks and conversion rates in the live broadcast room.

2) The key is the people, goods, venue/materials in the live broadcast room. By optimizing the quality of materials, anchor's speech, sales skills, product rhythm, etc., the interaction and data of the live broadcast room can be improved;

3) Increase the number of plans/consumption of a single plan. When all indicators in the live broadcast room are good, you can reuse plans with better delivery effects to increase the number of plans and improve the running capacity; at the same time, you can increase the bid and single plan budget to increase traffic competitiveness;

59. What is the appropriate bid for the initial test of Qianchuan Direct Investment’s live streaming ordering plan? Should it be determined based on the average order value? Is there any calculation logic?

1) It should be estimated based on the commodity price, usually 1/3-1/2 of the commodity price;

2) At the same time, adjustments should be made based on commissions, profit margins, freight, operating costs, etc.;

60. In Qianchuan Direct Investment Live Broadcast Room, why did a plan that was successfully learned in the last game fail to run in the next game? Do I need to recreate the schedule for each live broadcast?

1) A successful learning plan does not necessarily mean a high-quality plan;

2) If the plan decays quickly after the cold start, or the running capacity is still weak, it means that the quality of the live broadcast room or materials is still poor during the cold start period. At this time, you can focus on adjusting the plan settings (such as optimizing the targeted audience, bids, budgets, etc.), optimizing the live broadcast room, people and goods, and improving the quality of materials;

3) Each game needs to be supplemented with new plans to replace declining plans;

61. I have multiple products running in one Qianchuan household. What impact will that have? Is it necessary to have one household for each product?

1) No impact, there are two ways to improve delivery efficiency;

2) You can set up different ad groups according to product dimensions in your direct customer account;

3) You can contact different agents to open different virtual customer accounts to launch different products;

62. Why can Qianchuan Speed ​​Edition run, but Professional Edition cannot?

1) It is observed that a large number of advertisers choose to launch large-scale advertising + systematically explore the audience when launching rapid promotion; while when setting professional targeting, they usually limit the audience to a narrower range and control the cost of advertising;

2) You can reuse the settings of the rapid promotion to try it out in professional promotion;

3) Professional promotion can adjust budget, bid, delivery settings, targeted groups and intelligent volume to improve the running capacity;

63. When investing in short videos on DOU+, there is no consumption at the beginning of the broadcast, but consumption starts again after the broadcast. What is the reason?

DOU+ cannot support Douyin's closed-loop e-commerce advertising; it is necessary to use short videos combined with DOU+ to attract traffic to the live broadcast room. It needs to be launched in advance and it will take some time to increase the volume. Don't wait until the volume comes before you end the broadcast.

64. How to increase the consumption speed when the flow consumption remains unchanged?

1) Improve the quality of short video traffic-generating materials and optimize the people and goods in the live broadcast room. By optimizing the quality of materials, anchor speech, goods-leading skills, and product rhythm, increase the interaction and data of the live broadcast room, improve click-through and conversion rates, and increase the ability to run volume;

2) In the delivery settings, you can choose to increase the volume of delivery (PC) or bid according to the number of views (small store push) to increase the running capacity;

3) Expand the targeted population while increasing the bid level;

4) Increase the number of plans/single plan budget;

5) Optimize the experience score/reputation score. If the index is too low, it will lead to traffic restriction and failure to deliver.

65. Will the customer orders in a single product live broadcast room affect the conversion cost of advertisers?

1) Conversion cost = advertising consumption/number of conversions brought by advertising;

2) The average order value will affect the overall conversion level of the live broadcast room, and thus affect the conversion cost;

66. UV and other data are all good, but the traffic is very small. What’s the reason?

If the data is good, it means that the quality of the live broadcast room, people, goods, venues or materials is relatively high. At this time, you can optimize the running volume in terms of experience score/reputation score, planned quantity/single plan budget, bid level, delivery settings and targeting;

67. Is it better to control the budget or to use floating plans to limit the budget, which is the most direct way to reduce costs with Qianchuan Chuncheng's single investment method?

1) Cost reduction is recommended based on the eCPM=eCTR*eCVR*bid*1000 dimension, improving the quality of materials and the people and goods in the live broadcast room to increase the click/conversion level and achieve the purpose of reducing costs;

2) It is recommended to set a budget before the plan starts;

68. Do you have any suggestions for the live broadcast room that is burning out too quickly and cannot be controlled?

1) The bid may be too high, lower the bid level;

2) Set up single plan budget and ad group budget;

3) Choose cost-controlled delivery (PC) and precise targeting of audiences;

69. If my investment in Qianchuan is flagged as violating regulations and my credit points are deducted, will it affect the natural traffic flow?

1) The credit points deduction is caused by the interest inducement of the live broadcast room and has nothing to do with whether Qianchuan is invested;

2) After the experience points are deducted, it will affect [all videos of the user are visible only on the personal homepage], [penalty for product sharing function], and [whether the platform account will be banned];

70. The ROI of Sui Xin Tui is low. How can we improve it?

1) You can choose to use the crowd targeting function to accurately reach the target group and improve ROI;

2) Optimize the quality of materials and improve the matching degree between people, goods and places, increase click-through rate and conversion rate, and drive the improvement of ROI;

3) If you are selling products through short videos, you can optimize the delivery settings and choose to bid according to the optimized target - automatic bidding ROI has a better effect;

71. Qianchuan’s advertising campaigns were all set for 24 hours, but the money was basically spent within half an hour, especially in the first 10 minutes. Some households even spent all the money in seconds. Is there any way to solve this?

1) Adjust the plan settings to control costs;

2) Lower your bid and budget;

3) Improve the accuracy of the target group and reduce the number of people reached;

72. The life cycle of Qianchuan’s short video sales plan is very unstable. There are many plans with ROI between 0.9-1.05. We want to maintain the plan, but the situation of 0 consumption every other day is quite serious. How do we generally solve this problem?

1) A successful learning plan does not necessarily mean a high-quality plan;

2) If the plan decays quickly after the cold start or the running capacity is still weak, it means that the quality of the live broadcast room or materials is still poor during the cold start period. At this time, you can focus on adjusting the plan settings (such as optimizing the targeted audience, bids, budgets, etc.), optimizing the live broadcast room, people, goods and venues, and improving the quality of materials;

3) Each game needs to be supplemented with new plans to replace declining plans;

73. In one live broadcast room, will multiple optimizers or multiple Qianchuan agents affect each other?

It will definitely have an impact:

1) In the live broadcast room dimension, if there are multiple optimizers or multiple agents investing in the same live broadcast room, they may compete with each other for traffic;

2) If the optimizers or agents have different delivery levels, it will also reduce the overall delivery effect of the live broadcast room;

74. For high-end tea live broadcasts, what kind of audience can you recommend for Qianchuan streaming videos and live streaming rooms?

1) You can use DMP to select tea category people and high-spending people, especially in the cold start period, to explore the population and optimize ROI for potential plans, which can play an important role;

2) You can try to expand the tea population with intelligent volume expansion;

3) Increase the bid price to improve the traffic competitiveness of targeted groups;

75. Qianchuan Pictures, Texts and Videos, the cost of Qianzhan is 3 yuan, and it consumes about 100 clicks per day. If there is no conversion, the consumption will not go up. About 14 videos of different types are prepared, and it consumes only 1k after half a month of release.

1) Under the short video and text delivery system, first check the store experience score

2) You can try to increase the volume of advertising (on PC) or bid based on the number of views (for small stores);

3) Increase bids, overall budgets, single-plan budgets, and plan quantities;

4) Expand the crowd orientation and improve running capacity;

76. For breakfast scene products, what are the recommendations for video material direction for Qianchuan information flow advertising?

1) For breakfast food live broadcasts, it is recommended to optimize the targeted population, clarify the positioning and target audience of breakfast; and the food industry needs to focus on food display, product introduction, and fan interaction and Q&A, so as to ensure traffic acceptance;

2) Food materials should be as original as possible, highlighting the product appearance and oral tasting scenes, or factory/origin scenes, etc.

77. The landing page review is correct, and the system automatically generates video + text + influencing activities. The review shows that it involves false advertising.

We are not aware of such problems at present. If this happens, we suggest you consult customer service or industry/sales assistant for case investigation.

78. We are food experts ourselves and have launched celebrity craftsman brand products. Our corporate store has been opened and Qianchuan has also been opened. If we put our own products in the videos on our account, how can we use Qianchuan to increase sales?

1) From the description of the problem, it seems that this is the first time for a new merchant to open Qianchuan, using the store's self-broadcasting and self-investment mode;

2) For new merchants, it is recommended to use Xiaodian Suixin Tui and Jikuai Promotion to try Qianchuan advertising; in terms of advertising method, choose cost-controlled advertising;

3) When setting the targeted population, it is recommended to "first narrow and then broaden" to prioritize the accurate population and optimize the model to quickly get through the cold start;

4) In terms of budget, it is recommended to try a small budget first, and then gradually increase the bid and budget after accumulating enough advertising data and experience;

79. The video contains strong marketing elements such as contact information, QR codes, prices, promotions, etc., and the content has not passed review. Why can’t e-commerce advertising videos have marketing characteristics? For example, prices appear.

1) It shall not involve any false, exaggerated, or misleading user reviews (including but not limited to screenshots of false reviews in any form, any content, or any channel; screenshots of WeChat, QQ, text messages, and notification records), limited-time flash sales (including but not limited to false event start countdowns, event total countdowns, limited-time flash sales, flash sales, advance deposits, and other promotional activities), sales, ratings, etc. (including but not limited to self-made or any other channel, any form, any content sales screenshots, components; product or store ratings, etc.), online certification icons such as Internet information and network security;

2) The product details page must not contain any contact information other than the consultation component, such as personal mobile phone number, WeChat ID, QQ, group membership, etc.;

3) The price description should be true and reliable, and no price fraud or false description should be allowed;

4) Regarding prices, only "selling price" or its synonymous descriptions may appear, such as "selling price, selling price", etc.; no "original price" or its synonymous descriptions may appear, such as "original price, pre-coupon price, tag price, scan code price, manufacturer's suggested price, counter price, genuine retail price, original selling price, wholesale price, current price, crossed-out price, discounted price, post-coupon price, preferential price, special price, fixed price, promotional price, new product discount, transaction price, best price, lowest price", etc.;

80. In the past, Luban would mark the reasons and contents for rejection of the review, but now it will directly give a reason for rejection. For example, when it comes to exaggeration, some experienced operators cannot find the reason why it fails the review.

If the problem is more detailed, it requires constant review and consultation. The current audit suggestions include audit suggestions in five dimensions: [Audit content], [Rejected content], [Audit type], [Audit suggestions], and [Operation]. They should be comprehensively checked and modified.

1) In [Audit Content], you need to distinguish between creatives and videos. If it is a programmatic creative, you need to pay attention to whether a single piece of material has failed the review; in [Audit Type], you need to distinguish between advertising review and content/e-commerce review; in [Audit Suggestions], you need to pay attention to the specific description information disclosed; click [Modify] to modify the content or title of the material;

2) Before making materials, please refer to [Guidelines for Access and Control Rules of Massive Qianchuan]: https://school.jinritemai.com/doudian/web/article/110230

81. When Qianchuan Live broadcasts short videos, is it better to only invest in the video of one product or multiple products at the same time?

Qianchuan short video attracts traffic to the live broadcast room, and the number of products in the video content can be determined according to the theme of the live broadcast room.

1) If it is a complex product event such as a brand special, celebrity special, or expert special, the short video content can include content related to multiple products and marketing attributes;

2) If it is a daily live broadcast or a single live broadcast, you can focus on attracting traffic or hot-selling products to attract consumers to click;

82. There is a big difference in the prices of goods in the live broadcast room, for example: mosquito repellent 9.9, body lotion 9.9, sunscreen 80, etc. What should I do if Qianchuan Investment’s sunscreen ROI has not increased? The conversion cost is between 60 and 70, and the roi is about 0.85; it is optimized based on the product and price dimensions, especially in the skin care category. The user's brand mind is strong and has a great impact on conversion.

1) The excessive average customer price gap may affect the system's estimate of the live broadcast room population model. DMP people can be used to wrap around people in the sunscreen category and high-consumption groups to improve the accuracy of the population. Especially in the cold start period, exploring the population and optimizing the roi for potential plans can play a very important role;

2) You can try to expand the sunscreen population with intelligent volume expansion;

83. What should I do if the material I put on is too low in a certain live broadcast period (the construction plan does not set a fixed period, and I chose the whole day). Or can you avoid the possibility of missing this period by creating a new plan?

It is recommended to extend it to the sky dimension to observe the plan roi. The plan's own capacity and conversion ability will be affected by the market traffic and other advertisers.

1) If the merchant has doubts about the traffic cost in a certain time period, he or she can create a new plan for this time period to test the running volume and conversion cost;

2) It is not recommended to shut down the plan at this stage. The plan status cannot be predicted after it is turned on again;

84. The ability to take over the broadcast just started is poor, and the default live broadcast period is planned to be released. After the broadcast is suspended, the delivery date range will be modified one by one to the previous day, and then the live broadcast will be broadcast for a while before modifying the delivery date?

If there are no special circumstances, it is recommended to start broadcasting for a fixed period of time every day, which is conducive to building the mind of fans;

1) After the time is confirmed, you can select [Fixed Time Delivery], and you can select the delivery time period for half an hour;

2) If you choose [all day] or [fixed duration], you can pause the plan and wait until the acceptance capacity is improved, and then start the delivery in accordance with the rhythm of the live broadcast room;

85. During the deployment process of Qianchuan, the planned cold start and mature period often experiences volume drops. How do you generally check it yourself?

A successful plan does not mean a high-quality plan;

1) If the plan quickly decays after cold start or the running capacity is still weak, it means that the quality of the live broadcast room or material is still poor during the cold start period. At this time, you can focus on the adjustment of the plan settings (such as optimizing targeted groups, bidding, budget, etc.), optimizing the live broadcast room and improving the quality of the material;

2) Each game needs to be supplemented with new plans to replace recession plans;

86. Qianchuan Advertising Plan frequently adjusts the plan settings during the cold start period, and frequently pauses and starts the plan. Which one has a greater impact on the starting volume?

Whether it is modifying the plan delivery settings or suspending the plan, it has a great impact on the starting volume and will affect the plan compensation threshold, and it is not recommended;

87. The material can pass the advertising review, choose programmatic, and the content review can also be passed, but if you customize this material separately, you will review the content and display the optimization style. Have you ever encountered this situation?

The material review standards of the two methods are the same, and this usually does not exist; special cases can be contacted to contact the docking business classmates to submit advertising review;

88. What are the indicators that affect the investment rate of the huge Qianchuan cold start? And what are the optimization suggestions for cold start of the account?

The most important indicator that affects the pass rate of cold start is the number of conversions; therefore, optimization can be made around the short-term improvement and conversion goal; DMP people can be used to select categories to select precise people to improve the conversion rate, especially in the cold start period, exploring the crowd and optimizing the roi for potential plans can play a very important role; in terms of targeted crowd settings, it is recommended to "narrow first and wide" to give priority to running out of the precise crowd and optimization model, and quickly get over-cold start; during the cold start period, avoid frequent adjustment of plan settings, frequent pauses and plans, and frequent price adjustments, which will affect the pass rate of cold start and affect compensation;

89. Is there a big difference between the hard broadcasting of the giant Qianchuan River and the giant Luban?

Qianchuan’s advertising traffic pool currently seems to be not much different from the original Luban’s traffic pool;

90. How to allocate advertising budgets for new products during testing?

First, you can test the small budget in multiple dimensions first to produce a single dimension with the best effect; secondly, combined with the single-dimensional effect, a small budget in combination with the multi-dimensional test effect; after testing the optimal delivery effect, increase the budget for large-scale testing;

91. What preparations do you need to make before the product is released? We are launching multiple categories.

In short video scenarios, you can prepare according to the two directions of [Product Selection]-[Decoration];

1) Product selection principles: efficacy, novel and unique, high appearance, cheap and practical, high profit margin – Decoration: Decorate the account, pay attention to background pictures and video covers, etc., build evaluation numbers and other personalities at the homepage description to enhance consumer trust, and at the same time shape a Douyin account fan portrait model;

2) In the live broadcast scenario, the budget and rhythm must be divided according to the live broadcast duration and the time of the hot-selling product; - In the live broadcast room with short videos, you need to prepare creativity in advance and match them with directions to test the effect;

92. Regarding audit: How to reduce "marketing attributes"?

Specific situation:

1) We do not bring price and promotional benefits.

2) Our live streaming videos are mostly video displays, and there is no mixed clipping.

For specific rules, please refer to:

Guidance on the rules of access to Qianchuan and control in many places: https://school.jinritemai.com/doudian/web/article/110230

Juliu Engine Advertising Review Specifications and Legal Regulations:

https://school.oceanengine.com/help?article_id=6576886264081940493

For special cases, you can contact the docking business classmates to submit advertising review;

93. What characteristics do dual-stock drainage materials need to have? Materials of completely uninterested points may become mainstream?

Qianchuan high-quality material suggestions: vlog form – focus on “product planting” rather than “product sales”, share product user experience, weaken price interest stimulation, and give users a real, soothing and intimate viewing experience;

The materials start from the "user's perspective" to create a strong sense of scene substitution, and try and share them personally from the first perspective; - The materials convey a beautiful experience through "optimizing visual perception": the picture quality is clear and bright, the musical style is gentle and cheerful, and the picture colors are bright and rich;

94. What are the requirements for live broadcast accounts that can be consumed normally (number of fans, number of likes, number of interactions, number of online)?

Unlike traditional platform e-commerce advertising that increases the resource ranking by increasing the price, Qianchuan information flow advertising will not only consider the quality of live broadcast room material, interactive and content indicators (likes, comments, followers, stays, etc.), e-commerce indicators (GMV, 48h shipping rate, word-of-mouth points for goods, store experience points, etc.)

95. What should I do if I cannot restore normal consumption after the consumption hits the budget?

After the budget is bumped, the plan will automatically shut down; if the pause is too long, the reboot will be re-explored with the accumulated data in the early stage, which will require a period of exploration; if the pause is not long, it can usually be quickly restored; if there is a special case such as short pause but large impact on the running volume, you can contact the sales/operation inspection;

96. When purchasing goods in jade, what is the best conversion target to choose?

Under the Qianchuan system, priority is given to the conversion targets of orders in the live broadcast room, and the overall roi is higher; at the same time, other conversion targets or double conversion targets can be selected based on the marketing rhythm of the live broadcast room;

97. How to choose the conversion target for high-a-terminal-price products?

High customer order products are preferred to order conversion goals in live broadcast rooms to ensure ROI; at the same time, they can cooperate with shallow conversion goals to invest in old fans to reduce costs;

98. If you have no fans when you are doing live broadcasts for the first time, is it suitable for attracting traffic in the live broadcast room to invest in the freely promotion or advertising in the live broadcast room? What are the advantages of direct investment?

In the early stage of live broadcast, it is recommended to use small shop promotion and super fast promotion mode to increase fans, and the creation link and usage cost are lower; the advantage of direct investment live broadcast room is that the live broadcast picture is relatively native and the threshold is also low;

99. What scenarios are applicable to live broadcast room traffic drainage and short video traffic drainage live broadcast room?

The differences are mainly concentrated in:

1) Threshold for use: Direct investment live broadcast room is suitable for all types of merchants and experts, with a low threshold and good effect; short video traffic live broadcast room has high requirements for the quality of traffic materials, and the higher the quality of the materials, the better the traffic effect; on the contrary, it does not have the ability to output high-quality materials, so it is not recommended to use short video traffic live broadcast room;

2) Marketing scenarios: The short video traffic live broadcast room can set up material content to display the front-end of the promotional product information, and the short video traffic driving effect of such scenarios will be better;

3) Stability: Due to different anchors and speeches, the stability of direct investment live broadcast room is slightly lower than that of short videos; at the same time, direct investment live broadcast room will cost more customers' education;

100. Promotional purpose: What are the differences between Douyin account promotion and product promotion? What promotional purpose should I choose?

Under the Qianchuan system, only two marketing goals are distinguished: short videos, pictures and texts, and live streaming, and sales;

101. Why do some accounts suddenly have plans to explode?

There are several situations:

1) Optimization and improvement of content indicators in the live broadcast room will lead to an improvement in advertising capacity;

2) The marketing rhythm of the live broadcast room will also affect the ability to run, such as flash sale models, traffic draws, lucky bags, comments, etc.;

3) When the volume is put into use, the budget target will be completed first, and the cost of the delivery process will fluctuate;

4) System fluctuations can also lead to explosive volumes. You can contact sales students to check;

5) You can refer to the following methods to make adjustments: It is recommended to lower the bid level;

6) Set up a single plan budget and advertising group budget to prevent plans from running away;

7) Select cost control (PC) and target precisely;

102. What is flash sale? Is flash sale suitable for jade?

During the broadcast process, the anchor can quickly create products based on the live broadcast room screen and quickly sell them to buyers on the viewing end. It is suitable for products with a large variety of products and a small inventory, especially for non-standard products such as clothing and jade; it is mostly used in scenarios where products cannot be uploaded in advance due to too many types of products, or temporarily uploaded in live broadcasts. You can also use offline negotiation orders to complete transactions in the live broadcast room, and complete transactions in the live broadcast room flash sale to improve the conversion rate of the live broadcast room.

103. In the GMV of the order on the same day, does the data show that there is a refund after placing an order?

The Qianchuan transaction order amount refers to: the transaction order amount brought by the advertisement (including the orders confirmed by online payment success and cash on delivery); the refund situation may be generated in the scenarios such as order placing, transportation, and receiving, and is not included in the Qianchuan transaction order amount;

104. In Qianchuan’s backstage, why are there different conversions in the live broadcast room and the order data on the day?

Under the conversion goal of [Live Broadcasting Room Order], the conversion number can be understood as a customer placing an order; the number of transaction orders brought by the advertisement (including orders confirmed by online payment success and cash-on-delivery payment); the actual order quantity placed by the converted customer is not necessarily an order, so there will be inconsistent data;

105. At present, can you only see the corresponding data of the store when promoting Douyin account and product promotion?

1) The marketing goals under the Qianchuan system only involve two marketing goals: short video/graphic and text goods, and live broadcast room goods;

2) Account and plan data are the corresponding live broadcast room/product advertising data to be placed;

3) You can see the overall data of the live room (natural + advertising) in today's live broadcast;

106. Can the same video be authorized to multiple advertising accounts at the same time?

Short video traffic can be used in live broadcast room; short videos need to be short videos for trailers, and the goods in the shopping cart need to be bound to Doudian products for advertisers;

107. Under what circumstances is the authorized video of an expert but cannot be pulled in the creative field?

1) Short video: Creativity needs to be short videos for trailer, and the products in the shopping cart need to be bound to advertisers for Doudian products, set private videos, and expired video authorization;

2) Live broadcast: Video is set to be private and video authorization expires;

108. How to compare natural traffic with Qianchuan traffic to help the live broadcast room increase?

The overall live streaming natural traffic VS advertising traffic ratio in the mainstream live broadcast room is usually 8:2, but when the traffic needs to be quickly introduced in the early stage of the broadcast and when the marketing nodes in the live broadcast room need to quickly introduce traffic, the proportion of Qianchuan traffic will increase;

109. Why do orders that are recommended at will always fail to be reviewed?

1) The review is rejected: the reason for rejection can be checked at the review reason and make corresponding modifications; it is recommended to review the qualifications and optimize the materials and products before creating the plan. The better the creative materials, the higher the overall pass rate;

2) Before the material is produced, you can refer to [Guidelines for the Rules of the Juliu Qianchuan Access & Control]:

https://school.jinritemai.com/doudian/web/article/110230

3) When you need to submit your qualifications, you can submit your qualifications at the store's order interface;

4) If you confirm that the submission of the modification is correct and still cannot pass the review, you can contact the sales department to perform a review operation and by case investigation;

110. The account can only consume 20,000 yuan a day. After reaching about 20,000 yuan, the account will be directly restricted. There is no volume at all and it will stop abruptly. The running speed and planned cost are both normal, resulting in only about 1 hour a day. What is the cause of this problem and how to solve it?

1) Priority is given to self-checking whether the 48h shipment rate, store experience score and word-of-mouth score are below the current limit value. Usually, the current limit will only consume part of the budget;

2) You can refer to [Guidelines for the Rules of Juliu Qianchuan Access & Control]:

https://school.jinritemai.com/doudian/web/article/110230

111. Set a limited-time flash sale in the live broadcast room. Will it take effect in the live broadcast room after the event is created in the merchant’s background? Will the advertising channel enter the non-live streaming channel trigger the flash sale activity at the same time?

1) Merchant/Anchor Process: Start live broadcast → Add products to the live broadcast center console → Set flash sale → Configure flash sale time → Configure flash sale prices, inventory, and purchase limits for each SKU → Start flash sale;

2) If you enter the live broadcast room through any channel, you can participate in the flash sale event as long as you meet the flash sale requirements;

112. Many people say that when investing in Qianchuan’s conversion goals, they must be put into orders. So are the viewing and commenting goals not of practical significance?

Not at all! If the live broadcast room is strong enough, then the low conversion price for viewing and comments is also good, which can reduce the cost of live broadcast room deployment, but there are very few live broadcast rooms at present.

113. How much budget does each plan generally have to be set?

Considering the running rate of each conversion target, generally speaking, the proportional allocation is best according to the budget. For example, if the ROI is 10,000, the core is to complete the order, so the budget should be allocated enough to complete the order. Click the plan to allocate a budget of less than 100, and more people who enter the plan to explore the effect of a more live broadcast room atmosphere. A budget of 300 or 500 is enough. The specific details still depend on the specific situation of the live broadcast room and the purpose of each goal.

114. How to regulate bidding during delivery?

In the early stage, in order to run volume, you can choose to bid 5-10 points higher than the average level of your peers. With high bids, quickly run a stable model that suits your product. Generally speaking, for the initial bidding of a new plan, our expectation cost is higher. After the plan passes the test period, we will gradually reduce the bid to the target cost. Of course, we should pay attention to cost control when bidding for the new plan. At most, the bid cannot exceed 40% of the target price you set. Otherwise, even if the magnitude is successfully run, we may face the dilemma of too much cost exceeding the target price, which is difficult to suppress.

115. How to make up for the amount when planning to run?

Once the account is created, what the pitcher needs to do is to keep insisting on innovating and fully utilize the ability of each creativity to expand and explore, so as to observe the data presentation brought by different ideas, and maintain appropriate amounts in daily operations to prevent creativity from decline. If the creativity itself is difficult to obtain stable results, the overall account effect will be difficult to stabilize. It is easier to discover high-quality creativity by building more plans. Therefore, accounts with unstable advertising promotion effects have a greater demand for creativity, so the new advertising plan must be increased until the volume is increased.

116. The initial cost of the plan is very high. Do you need to turn it off and run again?

First, let’s see if the cost is too high due to the initial backhaul delay. If the cost is not high, it is not recommended to pause. Observe the data for a period of time first and give him some time to study. When the system accumulates enough models, the order of magnitude will become more accurate and the cost may slowly fall.

117. Can a good plan be copied?

The premise of replication is the decline of the volume plan. The fundamental reason for the recession plan is that under a single plan, the system is already difficult to explore the population required by the product, and the overall consumption begins to drop; secondly, when the plan is expanded, the exploration of external traffic is becoming more and more relaxed, resulting in the model being diluted, and the plan becomes an invalid plan under high cost conversion. But as we all know, even if the life cycle of the plan is completed, it is also very likely that it can be replicated again, because there will be a model inheritance relationship between the replication of the plan, which can last for life.

118. When to choose to launch a new plan?

In order to avoid the phenomenon of incompetence, when planning and operation, the best situation is that when promoting the best, you can moderately reduce the number of new plans without too many plans. When the account is effective, your cost is acceptable, or even lower than your expected cost. Then the extra budget for this part can be used for testing. When the promotion effect is poor, you need to put in a large number of new plans in advance. You can put in new and old materials together. Old materials are materials that have better results before, but don't copy them completely. You can set different points, even if the materials are replaced with music.

119. How to view live broadcast room data? What indicators are mainly focused on when submitting? How to calculate the target production ratio of ROI?

1) The huge amount of Qianchuanzhong can view the live broadcast room data based on the live broadcast advertising plan, or view the live broadcast data based on the [Tool-Today's Live]; the live broadcast advertising large-screen products will be launched in the future.

2) The indicators of attention paid to the target are generally focused on different indicators based on the conversion goals. For example, [Live broadcast room order] is recommended to pay attention to conversion data, [Live broadcast room product click] is recommended to pay attention to product click data, etc. The overall data is recommended to pay attention to GPM, ROI conversion costs, etc.;

3) Calculation formula: ROI=GMV/consumption

120. How to speed up the learning period

It is recommended to try to expand exposure as much as possible first, and the maximum way to expand exposure is to bid, and quickly run a stable model suitable for your product through high bidding. Generally speaking, for the initial bidding of a new plan, our expectation cost is higher. After the plan passes the test period, we will gradually reduce the bid to the target cost. Of course, we should pay attention to cost control when bidding for the new plan. At most, the bid cannot exceed 40% of the target price you set. Otherwise, even if the magnitude is successfully run, we may face the dilemma of too much cost exceeding the target price, which is difficult to suppress.

Final Thoughts

There are too many details of Qianchuan's release. Today, Lao Zhao's article is just a summary of the issues of long articles from friends in the community. It is very helpful for novices to quickly understand some details of Qianchuan's release. If you can't finish reading, you can collect this article or share it with those you think is useful to him.

Author: Lao Zhao Marketing Notes

Source: Lao Zhao's Marketing Notes