In-depth analysis! Understand the massive amount of Qianchuan delivery techniques in one article!

From the underlying algorithm of the launch, breaking it down from 0 to 1, how to gradually complete the mature operation of the Qianchuan system in a professional and systematic manner.

99% of people’s desire for Qianchuan’s skills is actually a desire for strategy, so what is strategy?

As a truly excellent pitcher, if you don’t want to be clear about the word strategy, then you are generally not a qualified pitcher. In fact, a pitcher is not just an account optimizer, but should have overall control capabilities and be familiar with any important link in the account optimization work.

That is, on the premise of being fully familiar with the system and users of the delivery platform, you can know what delivery methods and choices can maximize the needs of sustainable profitability.

In order to make an effective advertising strategy, it is necessary to have a deep understanding of the underlying mechanisms of advertising delivery.

Let’s first look at the delivery mechanism from the user’s perspective. As a user, when you scroll to an ad video, an ad position is about to be displayed. This display opportunity is an ad request, and each time an ad request is made, there will be N ad creatives vying for the opportunity to be displayed to you, but in the end only one ad creative will be successfully displayed.

What determines who can be displayed is the delivery logic behind it. After the system shows you each ad that meets the above steps, it calculates a value for each ad based on the probability of you clicking on the ad, the probability of conversion from the click, and the bid, and then sorts them from high to low.

It is not difficult to find out from the formula that the three key indicators that affect the ecpm value are the estimated click-through rate , the estimated conversion rate and the bid you set.

Just like the underlying indicators of live broadcast traffic, in Qianchuan delivery, we also need to extract the underlying indicators for calculating delivery data, and then do a thorough investigation to find out what factors affect the estimated click-through rate. How to increase click-through rate? What influences the estimated conversion rate? How to improve conversion rate? Are bids at different stages of planning? How should we set it up reasonably? Only by thinking through this issue can the advertising model we build have practical significance.

The estimated click-through rate comes from the user’s first visual and auditory impression of the creative.

That is, the overall content effect presented to users directly determines the success or failure of the click-through rate. By subdividing the factors that affect the click-through rate, if it is a direct delivery model, it is not difficult to find that factors such as the creation of the live broadcast scene, the host's visual sense, words, the atmosphere of the live broadcast room, and hot-selling products all have a deep impact on the click-through rate. If you want to achieve a good click breakthrough, the optimized combination of these factors is particularly important.

If it is a creative material model, the video's products, display mode, extraction of selling points, shooting scenes, shooting modes and editing modes constitute a combination of factors that affect the click-through rate. Especially for Qianchuan's creative materials, if a pitcher has experienced several rounds of delivery, it is not difficult to find that the second type of explosive materials in the past can be reused continuously in the feed, but once they are delivered to Qianchuan, they will not adapt to the local conditions.

The most fundamental reason for this phenomenon is that Qianchuan has removed advertisements from its delivery materials. Compared with the previous hard advertisements that were directly inserted into the feed, Qianchuan prefers delivery materials with high-quality content, which coincides with the strategy of interest e-commerce.

We took the estimated click-through rate as an example, and the same goes for the estimated conversion rate and bid factor breakdown. There is no better metaphor to describe Qianchuan’s advertising than the following.

We regard estimated click-through rate, estimated conversion rate and bid as the three carriages that drive advertising, but the hardware composition of the three carriages is different. The pitcher is a horseman. If you want the carriage to run for a long time, the most important thing you need to do is to optimize the assembly of parts. Then the carriage can run smoothly, but if you want to run faster, another word will appear - modification , which is optimization in the advertising industry.

Now that we understand the underlying logic of Qianchuan’s delivery, let’s break down the delivery into three stages: the learning stage, the growth-growth delivery stage, and the planned attenuation stage.

The learning period is divided into the cold start period and the modeling period . Speaking of cold start, here is a general definition of cold start. In the cold start stage, the number of effective conversions accumulated exceeds 20. The core of cold start is the number of conversions, not the conversion cost. As long as the cost difference is not too large, the price will fall through the later model running volume. Therefore, it is key to launch the new plan as quickly as possible and accumulate conversion numbers.

After the cold start period, the plan still needs to continue modeling. On the one hand, the system further tries to explore and expand traffic. On the other hand, the pitcher measures and predicts the conversion rate brought about by the later stage. Once the learning period is over, the entire plan will enter a relatively stable stage, with three to five days as a reference standard. As a stage where there is no upper limit on consumption as long as there is running volume, the pitcher mainly measures the actual output ratio.

But all plans have a life cycle, and even the best plans will enter the decay stage. When doing an account, you only need to look at two things, namely cost or ROI, with the final assessment indicators and consumption. When the data shows a declining state for three consecutive days or a continuous period of time, no matter how you increase the volume or adjust the price, it cannot be remedied. The decay period of the life cycle is basically difficult to recover, and the plan will come to an end.

But the reality is that most novice teams may not even make it through the learning period . Next, let’s talk about the problems that most people will encounter during the learning period of Qianchuan’s campaign.

The best optimized state of an account is that one plan supports the entire account, so the quality of each plan or whether it can develop a plan with explosive volume is the key.

Therefore, as a pitcher, 90% of your time every day should be spent on building plans. The purpose is to find the material that is easiest to sell. If you cannot win in terms of material, you will end up in an endless negative cycle. This is why most people are accustomed to going through the learning period by updating a large number of new products.

For new product launch plans, the three factors mentioned above are the basis. Without the support of high-quality people, goods and places, no matter how good the plan is, it will not produce volume. The second is to rationalize the plan matching structure, from basic targeting, custom population, Leica, expert delivery, volume, bidding, creativity and other elements, to conduct multiple plan tests until high-quality volume-generating materials are measured.

However, launching new products and increasing sales volume is not a mechanical process after all. We still need to deal with many uncontrollable factors.

1. How to solve creative problems

Once the account has created a plan, all the pitcher has to do is to keep updating and give full play to the expansion and exploration capabilities of each idea, so as to observe the data presentation brought by different ideas. After updating, try not to frequently intervene in the start and stop of the plan to ensure smooth exploration efficiency.

During the promotion process, if you can have a few creative ideas with stable volume and stable effects, you can basically support the entire account. In daily operations, you only need to maintain appropriate volume to prevent the decline of creativity. If the creativity itself is difficult to obtain stable results, the overall account effect will be difficult to stabilize. Creating more plans will make it easier to discover high-quality creativity. Therefore, accounts with unstable advertising promotion effects have a greater demand for creativity, so new advertising plans should be updated until the volume increases.

2. How to speed up the learning period

It is recommended to maximize exposure first, and the maximum means to expand exposure is to bid. By bidding high, you can quickly run a stable model suitable for your product.

Generally speaking, for the initial bid of a new plan, our expected cost is a little higher. After the plan has passed the testing period, we will slowly lower the bid to the target cost. Of course, when bidding for new plans to grab volume, you must also pay attention to cost control. The bid should not exceed 40% of your set target price. Otherwise, even if the volume is successfully achieved, you may face the dilemma of costs exceeding the target price too much and it will be difficult to suppress it.

3. What should I do if I have money in my account but cannot spend it?

The account budget determines the overall traffic allocated to the account by the channel. Generally speaking, the more budget, the more traffic the system will allocate.

If the budget is too low, the system will impose certain restrictions on ad exposure to protect the effectiveness of the promotion, thereby preventing the ad from being taken offline prematurely due to budget exhaustion. Therefore, it is recommended to first formulate a maximum budget bid, and then increase it by 10% to 20% according to the actual budget. This is always better than having a slow-moving budget. If the budget is sufficient, you can run without a budget limit.

4. The initial cost of the plan is very high. Should we shut it down and run it again?

This has caused misunderstandings for many novice advertisers and is also caused by a bug in the delivery. It was once thought that Qianchuan’s delay could be improved, but in fact it still inherited the "fine tradition" of the feed very well, so first of all, let’s see whether the high cost is caused by the delay in the initial return.

If the cost is not high, it is not recommended to pause. Observe the data for a period of time and give it some time to learn. When the system has accumulated enough models, the scale will become more accurate and the cost may gradually decline.

5. The practical application of multi-account investment in Qianchuan

Even in Qianchuan Era, you should not limit yourself to one account for delivery. You should open multiple accounts for delivery. The core reason is that the platform's traffic is large enough, with hundreds of billions of requests every day. It is impossible for each account to cover all the traffic. Therefore, delivering to multiple accounts can increase the possibility of your product to cover more target audiences, and it will not be a case of poor performance of one account, which will limit the model's understanding of potential target audiences.

The second reason is that multiple accounts can be used in more ways, such as testing different conversion goals for each account. Which accounts invest in different resource ends? The advantage of this is that the model of each account is more accurate.

Secondly, the plans that are exploding in volume will suppress new plans. In addition, the competition between plans that are the same in every way is the greatest, and the competition between plans under different accounts with different qualifications is the smallest.

From this we can conclude that the most effective way to reduce competition for new plans is to run them through multiple entities and multiple accounts.

Once the plan has passed the learning period, it will enter a stage of stable growth, and after passing the learning period, it will enter the mature stage.

The problem faced at this time is capacity expansion and survival. The so-called capacity expansion refers to how to extend the life cycle of a single plan with good performance. If a plan has passed the learning period and the effect is still good, it cannot be put aside. It is recommended to increase the price by 5% every day. There may be criticism about the price adjustment of accounts in the stable period. Why?

Because most of the time we hear about cost reduction, it depends on the background of your delivery. If you hope to minimize the delivery cost, then lowering the bid is the right move. If you are looking for economies of scale in terms of maximizing the volume of sales, then generally you still have to raise the price.

Because we need to neutralize the attenuation of ecpm value, the system sorts Qianchuan advertising according to the ocpm value. When our competitors put up a lot of new creative materials, the click-through rate of our own creativity will decrease, so we need to raise prices to ensure the scope of the targeted population. Of course, the reason for the price increase is because the cost is appropriate. Of course, if the cost is not appropriate, don't raise the price.

In addition to changes in bidding, it is equally important to cooperate with the function of intelligent volume release. The core function of intelligent volume release is that the system gradually relaxes the targeted settings based on the accumulated characteristics of the conversion population while ensuring the cost, and pays attention to the relaxation of the release degree.

It is not relaxation. The meaning of relaxation is that the system is no longer limited to the range of people you define to find people with the same characteristics and conversion intentions, instead of directly targeting everyone.

As for the usage method, just check the smart volume release option and let the system relax the direction. If you want to measure after the learning period, you usually make changes in the Smart Volume option. Add options according to the directional method to make volume changes, up to twice a day. Don't make adjustments immediately just because things get worse during a certain period of time.

But no matter how adjustments are made, the plan will definitely enter a recession phase. The root cause of the recession plan is that under a single plan, the system has found it difficult to explore the population needed by the product, and thus overall consumption begins to decline. Secondly, when the plan is expanded, the exploration of external traffic becomes more and more relaxed, resulting in the dilution of the model, and the plan becomes an invalid plan under high-cost conversion.

But as we all know, even if a plan with good running volume has completed its life cycle, it still has a good probability of running successfully if it is copied again, because there will be a model inheritance relationship between the copies of the plan. This is the life extension problem mentioned above.

Of course, copying without any thinking is not advisable. It not only wastes manpower, but also makes the account structure complicated and the effect is unsatisfactory.

The disadvantage of mechanically copying plans is that the same plans compete for the same user group, the size of each account is fixed, and the more new plans there are, the easier it is to squeeze out the old plans.

Therefore, the overall magnitude may not necessarily increase, which is not of much help, and it will also waste economical test operations. Instead of spending time on plans with poor results, it is better to choose some plans with better results, give them more budget, and give the system more room to explore.

In order to avoid the phenomenon of a lack of continuity, when carrying out planned operations, the best situation is to launch a small number of new plans when the promotion effect is good, without launching too many plans. When your account performs well, your costs are acceptable or even lower than your expected costs.

This extra budget can be used for testing. When the promotion effect is poor, a large number of new plans are needed. You can use both new and old materials together. The old materials are the ones that have worked well before, but don't copy them completely. You can set some differences, even if it's just changing the music.

If you have experience in feed delivery, you will find that many feed operating logics are also applicable to Qianchuan, but you must also realize that the launch of any new platform will definitely be different from the past! Otherwise it would be meaningless. The key point I want to emphasize here is the value of traffic.

Qianchuan’s traffic has added more content data on top of the original feed traffic. For example, when we delivered feeds in the past, no matter how fast you planned to run the traffic, in terms of material positioning you were just an advertising material. But in the Qianchuan era, if the content you deliver has content attributes itself, then the expansion of traffic will be fission-prone. How big of an impact will this trend have?

The result of fission is the addition of paid traffic. Compared with the extreme separation between paid and free traffic in the past, Qianchuan traffic will be more able to stimulate the recommendation of free traffic. In the future evolution of traffic, what we will discuss will no longer be whether you are doing natural traffic or free traffic, but a problem that all pitchers must face, that is, how to maximize the value of traffic by complementing each other through the traffic of both.

Secondly, based on the underlying changes in commercial traffic plus content traffic, the e-commerce algorithm measurement platform is also divided into two layers. Content review will evaluate whether the content is soft or hard marketing. Soft marketing can cover content outflow traffic, and the account evaluation logic will also face the entire account and the entire store. Doudian, which completely ignores the ecology of the entire store, will be gradually eliminated in the entire situation.

Finally, I would like to share a point of view. Behind Qianchuan’s investment, there must be three words: refinement.

The core of Qianchuan's advertising is to deliver advertisements accurately to users. Because the product ultimately serves users, user needs and priorities are the most important. As a pitcher, what you need to do is to make each combination element independent of each other and completely exhaustive, so as to effectively grasp the core of the problem and become an effective way to solve the problem, making the optimization chain more efficient.

Author: Yin Chen

Source: Black Bull Film Records