How to invest in Tik Tok’s huge Qianchuan?

Douyin's Juliang Qianchuan is an e-commerce advertising platform that provides e-commerce marketing solutions for Douyin merchants and creators. It supports Baiying experts to conduct live broadcast promotions through Baiying jumping to Qianchuan, including live broadcasts, short videos and other forms of sales. Therefore, Douyin ’s huge volume is actually a super platform that integrates multi-terminal delivery methods and integrates e-commerce business scenarios. Therefore, to play Douyin, you must be well versed in Douyin’s huge volume.

Since there are many ways and methods of promoting Douyin’s Juliang Qianchuan, today we will only focus on explaining the in-depth methods of selling goods in the professional live broadcast room of Juliang Qianchuan!

1. How to create plans for different categories?

Qianchuan’s advertising methods need to be separated according to categories. The decision-making costs for different categories are different, and are mainly determined by factors such as the product categories in the live broadcast room, average order value, and purchasing demand.

For example, brand merchants of cosmetics and food, which have low decision-making costs, can use the method of dispersing traffic to attract more than 20 million people with general traffic. Brand merchants with high decision-making costs, such as luggage and second-hand luxury goods, can use precise traffic to attract less than 5 million people.

Many brand merchants do not know how to view Qianchuan’s advertising data during the live broadcast, nor do they know whether their advertising is good or not. In fact, Qianchuan’s advertising cost can be used to measure the current traffic situation of the live broadcast room, and Qianchuan’s advertising ROI can be used to measure the investment-output ratio of the live broadcast room.

2. How to bid for Douyin’s huge volume?

There are two approaches here. One is to use a low budget and a high bid, which is more suitable for new brands and merchants to start live streaming accounts. The other is to stick to one plan to the end, which is more suitable for mature Douyin live streaming accounts and vertical influencers who already have precise fans.

Low budget and high bid, better to enter the learning period

During the Qianchuan delivery process, you should focus on your own budget. When the Qianchuan plan enters the learning period, you need to change your delivery bid. The change should be greater than 20%, and the bid change time should be greater than 10 minutes, which will have little impact on the account. Each Qianchuan delivery plan attracts about 40 million people. The average click volume within the time period is controlled by modifying the price. If it exceeds the estimated number of clicks, lower the price; if it is lower than the estimated number of clicks, increase the price.

One line runs to the end, more suitable for vertical masters

A Qianchuan plan is copied into an order plan and a click plan, with 5 of each. The number of people selected in the plan is around 130 million, and the bid for the order plan is 8-10 times higher than that of the click plan. The bid dimension to be modified for each plan should not exceed 10%, and the budget should be the main factor.

We can judge the traffic conversion details of Qianchuan before the live broadcast based on the real-time traffic situation in the live broadcast room. By observing the number of viewers, visited products, and the proportion of paid orders in the Qianchuan channel of the live broadcast room, the overall quality of Qianchuan's delivery in the live broadcast room can be judged.

3. Core of the launch – how to adjust the plan

The most concerned issue for many brand merchants and pitchers is that my Qianchuantou delivery plan is not going well, how should I adjust it? In order to achieve high ROI, here are some suggestions for your reference

1. The price reduction should be less than 10%, and the price increase should be greater than 20%.

2. Copy 3 excellent plans at a time, and change the bid to the original bid

3. After the Qianchuan Plan enters the learning period and has accumulated technical data (500 exposures) for d, if the click-through rate is greater than 6.5%, then the plan is a high-quality plan.

4. Close the group plan half an hour before going off the air. Under the same stay cost, the lower the thousand-exhibition cost, the better. Under the same thousand-exhibition cost, the higher the stay cost, the better.