How can Douyin's massive Qianchuan investment boost the traffic of Douyin's live broadcast room?

Juliang Qianchuan has also launched a number of traffic support plans for big promotions. While some brand merchants are enjoying the traffic dividends of Qianchuan, some merchants have reported that Qianchuan's delivery plan is not enough to run the volume, and they don't know how to optimize the live broadcast. There are mainly the following problems in improving the data of the live broadcast room:

1. In Douyin live broadcast room, why can’t the Qianchuan plan be implemented?

2. In the Douyin live broadcast room, how to evaluate the effectiveness of Qianchuan’s delivery in real time?

3. In the Douyin live broadcast room, what adjustments are there in Qianchuan Plan’s running volume?

1. In Douyin live broadcast room, why can’t the Qianchuan plan be implemented?

First of all, we must be clear about the reasons why Qianchuan’s investment is not running well? Considering the two aspects of Douyin live broadcast account and Qianchuan plan construction, the main reasons can be summarized as follows:

1. The reputation score of Douyin accounts is low

2. Douyin live broadcast accounts have little basic data, unclear labels, and low weights

3. Qianchuan’s targeting is too precise, and the target audience is small or the bid is low.

1. The reputation score of Douyin accounts is low

Douyin’s product reputation is displayed in core locations such as the shopping bag in the live broadcast room, product details page, and 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 is 4.6 or above: Qianchuan will not impose any restrictions on the delivery and will deliver the product normally;

2. For those with a reputation score of 4 or above, and less than 4.6 or no reputation score, there is a limit on the number of orders placed each day. The higher the score, the smaller the impact on the sales volume.

3. If the reputation score of the product is less than 4 points: Douyin Qianchuan is prohibited from advertising;

2. Douyin live broadcast accounts have little basic data, unclear labels, and low weights

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

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

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

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

The more precise Qianchuan’s targeting is, the smaller the number of people the advertisement can cover. The more difficult it is to run the entire Qianchuan advertising plan, and the more precise the audience targeting, the higher the cost of acquiring these precise users, that is, the higher the bid.

2. How to evaluate the effect of Qianchuan’s live broadcast in real time in Douyin live broadcast room

In Douyin's live broadcast room, in addition to the problem of Qianchuan's running volume, another issue that has received a lot of feedback is how to evaluate the effectiveness of Qianchuan's delivery in the live broadcast room in real time.

For Douyin live broadcast room, live broadcast room 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 directly, it is also necessary to measure the proportion of paid traffic in the overall traffic of the Douyin live broadcast room and its conversion effect.

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

In view of Qianchuan’s choice of different conversion goals, we can evaluate the effectiveness of the delivery through the source channels of the Douyin live broadcast room traffic. We can use indexes such as the overall ROI, Qianchuan’s delivery ROI, etc. to control and adjust the delivery rhythm in real time during the live broadcast.

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

By analyzing Qianchuan’s consumption data at different time periods and the data details of the live broadcast room, we can continuously adjust Qianchuan’s delivery plan, optimize Qianchuan’s conversion options, and improve Qianchuan’s delivery ROI.

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

3. What are the suggestions for adjusting the running volume in Qianchuan Plan?

How can we make targeted optimization adjustments to the factors that affect the running volume of Qianchuan in Douyin’s live broadcast room? We have compiled some suggestions below:

1. Improve Douyin’s reputation for bringing goods

How to improve the reputation of products sold? In one sentence, it is to increase the rate of positive reviews, lower the return rate, reduce complaints, and provide good after-sales service . Specific optimization measures, such as:

1. After the user places an order and pays, arrange logistics delivery in time and upload the logistics order number;

2. When there is an after-sales application, the reason for the application can be to let the user choose to take multiple orders/take the wrong order/don’t like it, etc.

3. Product descriptions should be realistic and avoid exaggeration. Product quality should be strictly controlled to minimize negative reviews caused by quality issues.

2. Refine the labels of Douyin live broadcast rooms to increase the weight of live broadcast rooms

There are two aspects to creating labels for Douyin live broadcast rooms:

On the one hand, by setting up and building the Douyin live broadcast room and producing short videos, we can attract target users to enter and pay attention to the live broadcast room, optimize the gender and age ratio of the fans in the live broadcast room, let the algorithm know what the main target group of the live broadcast room is, and refine the labels.

On the other hand, by attracting traffic through short videos and the initial traffic recommended by the platform, we focus on improving their data such as interaction, attention, and order conversion in the live broadcast room, thereby increasing the weight of the live broadcast room and promoting Qianchuan's ability to run volume.

3. The Qianchuan Plan is rationally targeted to ensure the number of people covered

We also give the following suggestions for the target audience of Qianchuan’s advertising plan. You can choose to adjust it according to the characteristics of your own live broadcast room:

1. According to the audience or potential audience characteristics of the live broadcast room/anchor/product, circle the appropriate crowd tags for targeting, and do not blindly invest;

2. In the initial stage, the recommended number of targeted groups to be covered is 40-80 million. Too many will lead to inaccuracy, while too few will lead to ineffective coverage.

3. Crowd-targeted delivery can be combined with intelligent volume release to improve the running capacity and appropriately increase the planned budget and bid;

We are still in the bonus period of Douyin live streaming sales. Juleliang Qianchuan also provides more ways to increase traffic and will provide more official support plans in the future.