The three stages and effects of the massive Qianchuan launch!

Since its full launch, Juliang Qianchuan has been a hot topic. The reduced difficulty of delivery, support for establishing multiple plans at the same time, and more accurate crowd targeting have aroused great interest among new and old merchants.

So what exactly is “huge amounts of thousands of rivers”? What stages does Qianchuan’s launch go through? What are the key points to pay attention to during the delivery process?

01. What is Juliang Qianchuan?

Bytedance Qianchuan is a new platform that integrates ByteDance’s live streaming and promotion platforms. Its biggest feature is that it integrates the two original delivery scenarios of Bytedance Engine and DOU+, integrates traffic and expands the traffic pool.

At the same time, Qianchuan supports multiple ways of selling products, such as live broadcast and short videos, and supports dual-end delivery on mobile and PC. Users only need one Qianchuan account to perform all Douyin store promotion operations.

So what are the ideas or techniques for delivery of Juliang Qianchuan?

02. Three stages of Qianchuan’s launch

Qianchuan’s marketing plan can establish different strategies based on the different stages of the account, the way of selling goods (live broadcast or video), the categories of goods sold, and other dimensions. But in fact, no matter which dimension is the core of the investment plan, it can be broken down into three stages: "pre-investment - mid-investment - post-investment".

Use clear time nodes to break down the delivery goals into measurable stage goals, so the execution direction will be clearer. Let’s take a look at the differences in the focus of these three stages.

At different stages of an account, the marketing demands are different, resulting in different focus indicators. Therefore, before establishing a campaign plan, you need to first clarify the account's stage goals and campaign purposes.

Take live streaming as an example. In the cold start phase, the number of fans of an account is usually small and the crowd in the live streaming room is unstable. Therefore, it is necessary to increase the length of stay in the live streaming room and the audience interaction data to accelerate the establishment of labels for the account.

When it reaches the mature stage and the account has accumulated a certain amount of fans, it will need a sophisticated live broadcast room traffic strategy to increase live broadcast room orders and repurchase rates, etc., to ensure the account's life cycle value.

For example, in the cold start phase, when the account has not yet formed a label, you can first aim to increase the number of fans. When launching the campaign, choose the conversion target as "increase in fans". After accumulating a certain number of fans, you can then combine the number of fans with likes and comments.

In this stage, we need to establish a delivery plan based on the delivery objectives set in the previous stage and our own actual situation.

Currently, Qianchuan has launched three versions: “Small store free promotion, PC fast promotion, PC professional promotion”. For merchants who are in the cold start-up period and have no experience in advertising, they can directly use the express version to make small and multiple advertising campaigns, allowing the system to automatically bid and reduce operating costs.

Of course, you can also use a tiered bidding approach for the same video material to achieve conversion effects in multiple dimensions and accumulate more data for subsequent professional delivery.

Except for businesses in the growth or mature stage that have accumulated a certain amount of fans, they need to establish a more sophisticated delivery plan by combining creative types, expert targeting, etc.

Taking the self-broadcasting account "Qingke Travel" as an example, we can see that the audience of this account's live broadcast room is mainly women aged 25-35, and most of them are distributed in coastal cities. At the same time, I am also interested in video content such as special snacks and daily vlogs.

Then we can try to use different video materials and build different plans for targeted delivery. Once the plan has a stable display, we will continuously optimize the plan in combination with the goal to maximize the effect.

△ Feigua Data – Broadcaster Details Page – Fan Analysis

It is recommended that, on the premise of clarifying one's own marketing goals, 10-20 plans be established every day, which will make it easier for operators to manage and optimize the plans.

At the same time, we also summarized several placement suggestions Tips:

1. According to the audience or potential audience characteristics of the live broadcast room/anchor/product, identify suitable crowd tags for targeting;

2. Crowd-targeted delivery can be combined with intelligent volume release to improve sales capacity and appropriately increase planned pre-sales and bids;

3. User behavior targeting and interest targeting are a union relationship and can be used together.

The effect of the planned running volume will eventually be reflected in the account data, so you need to continue to follow up on the conversion data before and after the planned running volume in order to adjust the strategy in time.

For example, when making a live broadcast plan, we focus on adjusting the target audience of the product. Then we can judge whether the audience attracted is accurate through the audience portrait of the live broadcast room and the audience's barrage interaction needs.

For example, in this live broadcast room, LV bags and mobile phones each account for half of the lucky bag products, but it is found from the product words that "mobile phone" accounts for a higher proportion, which shows that mobile phones can arouse the interest of the audience very well.

△ Feigua Data – Live Room Details – Interaction Analysis

So, on the premise that people, goods and places are consistent, when you choose the same crowd targeting plan next time, you can increase the proportion of mobile phone delivery, which is believed to be conducive to increasing the popularity of the live broadcast room.

So what factors will limit the effectiveness of Qianchuan’s investment plan?

03. Factors that limit the effectiveness of Qianchuan’s advertising campaigns

Qianchuan’s growth rate mainly depends on ECPM. The higher the ECPM, the faster the planned growth rate and the greater the display volume. ECPM competitiveness = bid * estimated click-through rate * estimated conversion rate * 1000. It can be seen that if you want to increase competitiveness, you need to optimize the click-through rate and conversion rate.

However, it should be noted that the display volume does not equal the conversion effect, so we also need to simultaneously improve various aspects such as the live broadcast room setting, the host's control and speech skills, etc. In addition, we have summarized some factors that may affect the effectiveness of the planned delivery:

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.

Recently, Douyin has re-updated the rules for reputation points for selling goods. In short, the higher the reputation points for selling goods, the smaller the restrictions on Qianchuan’s delivery.

On the other hand, the new version of the reputation score for selling goods takes into account the rate of negative reviews and the timeliness of collection of products. This requires merchants to pay more attention to improving the user's purchasing experience when promoting on Douyin. In daily live streaming with goods, merchants can return to the stage with products that are popular with users multiple times, which can not only ensure user experience but also promote product orders.

For high-order products and vertical merchants that pursue precise traffic, Qianchuan’s rich audience targeting functions can effectively improve Qianchuan’s delivery efficiency.

However, it should be noted that the more precise the target audience is, the smaller the number of people that can be covered, and the more difficult it will be to implement the delivery plan; at the same time, precise target audience means higher bids during delivery, which means increased delivery costs.

To this end, we can split the precise target group into different plans with 1-3 obvious characteristics, and then optimize them based on the running results of different plans.

The four major entrances to live broadcast room traffic include the recommendation page, follow page, same city page, and live broadcast page. Among them, the recommendation page, as the core module of Douyin, often becomes the source of public domain traffic that accounts for a relatively large proportion of the live broadcast room. With the launch of Juleliang Qianchuan, high-quality advertisements will also have the opportunity to enter the natural traffic pool, allowing short videos to take on the important task of "fine traffic diversion".

△ Feigua Data – Live Room Details – Traffic Source

However, among Feigua's user base, users often report that the review of Qianchuan's video placements has become stricter, or that their videos have been judged to be too marketing in nature, etc. In fact, the summary is that the content quality of the video material is not high enough.

The official also gave the direction of video materials:

1. The video length is concentrated between 5 and 20 seconds, and the golden three seconds are still important;

2. Focus on content, not marketing. The essence of Douyin is to share a better life.

3. Real people appearing in the video and real product display will make the video more competitive;

The above is the new sharing of the massive Qianchuan delivery strategy in this issue. If you want to know more about Douyin’s hot-selling products and hot-selling live broadcast rooms, you can log in to Feigua Data to discover various hot-selling products, learn product promotion skills, and realize traffic monetization!

Author: Xiaoguadou

Source: Feigua Data