Massive advertising and account establishment

What do you need to know to interpret and deploy Juliang Qianchuan?

On April 9, 2021, the 2021 Douyin E-commerce Ecosystem Conference's Juleliang Qianchuan special event was successfully held, and the conference announced that Juleliang Qianchuan was officially launched. After continuous iteration and testing, we have the ability to integrate multi-terminal delivery, integrate e-commerce business scenarios and cover

The three major advantages of covering all management roles are enhanced. So what is a huge amount of thousands of rivers? How is it different from feed? How to find the entrance to the huge river? Understand the massive amount of Qianchuan content and formulate a distribution plan? How to analyze the massive delivery data of Qianchuan? If you have these questions, this article can help you clear up your doubts.

1. What is Juliang Qianchuan?

Bytedance Qianchuan is an e-commerce advertising platform under Bytedance, providing merchants and creators with integrated marketing solutions for Douyin e-commerce. Juliang Qianchuan provides core support in three aspects: content production , delivery optimization , and store management , helping merchants to improve their marketing efficiency overall .

In terms of delivery capabilities , Bytedance Qianchuan has fully integrated the e-commerce marketing capabilities of DOU+, Bytedance Luban, and AD platforms , and connected Douyin accounts, Douyin stores, and Bytedance Qianchuan accounts to achieve one store, one Douyin, and one Bytedance Qianchuan .

In terms of business scenarios , Juleliang Qianchuan will penetrate its products around the Douyin e-commerce business chain. With the help of short videos and live broadcasts , two major e-commerce traffic sources, merchants’ demands for brand exposure through live broadcasts and short videos are met.

In terms of business roles, Doudian merchants, MCNs, influencers, agents and service providers can all open accounts on Juleliang Qianchuan.

2. Is there any difference between Bytedance Qianchuan and the original platform?

Before the launch of Bytedance Qianchuan, DOU+ accounts, Bytedance Luban accounts, and AD accounts supported content heating, product promotion, and Douyin account promotion, respectively. Now, Bytedance Qianchuan has fully integrated the e-commerce marketing capabilities of DOU+, Bytedance Luban, and AD platforms. You only need to open a Qianchuan account to carry out all Douyin store promotion operations.

In addition, Bytedance Qianchuan has also connected the Douyin store, Douyin account and Bytedance Qianchuan account, one store, one account and one Qianchuan. Through one-click account opening and convenient management, an integrated marketing closed loop of "product management-traffic acquisition-transaction completion" is achieved.

1. How to find the entrance to Juliang Qianchuan
2. Entrance 1: Douyin mobile terminal – small shop free promotion

1.2 Entrance 2: Doudian backend PC terminal

Method 1: Visit the Doudian official website, enter the Doudian merchant backend, and click "E-commerce Advertising" in the top navigation bar on the homepage to jump to the Juleliang Qianchuan platform.

Method 2: Visit the official website of Doudian, enter the Doudian merchant backend, click "Marketing Center" in the top navigation bar of the homepage to enter the marketing center, click "E-commerce Advertising" in the left navigation bar of the homepage to jump to the Juleliang Qianchuan platform.

1.3 Entry 3: Huge amount of Baiying PC terminal

The entrance to Juleliang Baiying has been fully completed, and the influencer characters supporting Douyin can enter Juleliang Qianchuan through the Juleliang Baiying backend.

Method 1: Click on the Juliang Baiying live broadcast console to jump to Juliang Qianchuan

Method 2: Juliang Baiying-Data Consultant-Live Data, click to jump to Juliang Qianchuan

Method 3: Juliang Baiying-e-commerce advertising-live broadcast promotion, click to jump to Juliang Qianchuan

1. Understand the delivery content and formulate delivery ideas (determine delivery goals - build account plans - test advertising targeting)

Advertising target planning ideas

Planning principles:

Acceptable, adjustable, and feasible

Product selection analysis:

1. Customer acceptance: Platform user profile, seasonality, pain point resolution, price advantage

2. Impact on advertising: cost, quality, inventory, and production cycle

3. Advertiser acceptance: budget, revenue, logistics, customer service

1. Advertising account establishment

The infrastructure of an advertising account

An account includes three basic levels: ad group, ad plan, and ad creative, and supports multiple creative delivery functions.

1. Analyze the advertiser's promotion goals, company status, product characteristics and industry conditions

1. Goal - promotion goal, promotion needs

According to promotion goals and promotion needs

Clarify the promotion purpose, placement location and platform.

2. Product-features, selling points, audience characteristics

According to product positioning, selling points, and audience characteristics,

Adapt to creativity and orientation.

3. Company-category revenue and budget

Based on the revenue of the company's different product lines and the cost performance and budget of other promotion platforms, clarify the promotion categories to facilitate budget allocation and bidding after setting up the account.

4. Industry-Competitor and Competitive Product Analysis

According to the characteristics of competitors and selling points of competing products,

Conceive the direction of copywriting and form differentiated marketing.

1. Based on the analysis of the advertiser's promotion goals, company status, product features and industry conditions, choose a method that suits the advertiser when building the account structure.

For example: building according to the material form, building according to the advertiser's products, building according to the delivery area, building according to the delivery time, etc.

1. Materials

Suitable for advertisers with relatively single product and strong ability to produce materials

2. Advertising

Suitable for advertisers with a wide range of product types

3. Region

Applicable to advertisers whose businesses have obvious regional characteristics

4. Time

Suitable for advertisers with frequent product activities

3. Account creation tips

1. Tik Tok account promotion

Increase the number of fans and interactions on Douyin accounts

2. Product promotion

Improve the conversion rate of goods and support two payment methods: cash on delivery and online payment

3. Ad Group Budget

Allows two modes: no budget and specified budget

The daily budget of the ad group cannot be less than 1,000 yuan, and the budget can be modified by no less than 100 yuan at a time

The budget modification operation cannot exceed 20 times within 24 hours.

4. Ad Group Name

The ad group name must be between 1 and 100 characters long, with no more than 50 Chinese characters. Ad group names cannot be repeated.

5. Advertising plan name

It is recommended to set the name of the advertising plan in a unified format by separating the targeting, material, and time period with a connector to facilitate unified management of advertising groups.

Note: The length of the advertising plan name is between 1 and 100 characters, and the Chinese version should not exceed 50 characters.

6. Budget

•You can set daily budget or total budget. Once the budget method is set, it cannot be changed, but the amount can be adjusted. The total consumption of the advertising plan cannot exceed the total budget of the advertising group. The budget of the oCPM advertising plan cannot be less than 300 yuan, and the budget of the CPA advertising plan cannot be less than 1,000 yuan. • For customers who are more sensitive to budget, it is recommended to set the conversion cost above 30 for a small budget. If the new plan has a good effect, gradually increasing the budget will help the plan launch

7. Delivery time & delivery period

• It is recommended to select "Long-term delivery from today" and "Unlimited" for delivery period • Using a delivery plan for a specified time period will interrupt the plan exploration, which is not conducive to the plan's cold start and delivery stability

8. Manual bidding

Advertisers set their own bids, which can be adjusted in real time

9. Automatic bidding

Automatic bidding is an optimization tool that automatically adjusts bids based on advertisers' planned budgets and delivery requirements to help advertisers achieve the optimal cost of advertising. Automatic bidding can also increase the success rate of exploring new plans.

10. Pay Per View (OCPM)

The mainstream payment method is more conducive to planning the volume. Optimize the display bid (essentially CPM payment): adopt a more accurate click-through rate and conversion rate estimation mechanism to display ads to users who are most likely to convert. While obtaining traffic, it increases conversion rates, reduces conversion costs, and increases volume faster.

11. Cost Per Acquisition (CPA)

• It is recommended to use it with the OCPM plan to balance the delivery cost while ensuring the volume. Intelligent conversion bidding: optimize delivery according to user conversion behavior, charge according to the number of conversions, and no charge if there is no conversion

12. Target conversion bidding

Set a suitable bid for your plan. The recommended bid is the average price estimated by the system based on the historical data of the ad targeting conditions. The initial bid can refer to the system recommended bid and be adjusted according to the product category and delivery effect.

Be careful not to adjust bids too frequently for new plans

5. Importance of analyzing delivery data and methods of analyzing delivery data

Data analysis value

1. Intuitive account delivery data overview

2. Efficient summary and analysis of work content

3. Rigorous data-driven analysis results

4. More scientific basis for decision-making

5. More accurate trend prediction

Data analysis phase

1. Clarify the purpose and framework of the analysis

2. Data Collection

3. Data processing

4. Data Analysis

E-commerce industry data indicators

Product price: the price at which the product is sold

Customer acquisition cost: Customer acquisition cost refers to the cost of acquiring a customer. It is usually calculated by dividing the total market-related expenses (all human and financial resources spent to support the acquisition of new customers) by the total number of new customers acquired.

GMV: transaction payment amount

ROI: refers to the ratio of e-commerce revenue to investment

Repurchase rate: Repurchase rate refers to the number of times consumers repeatedly purchase the brand's products or services.

Refund rate: refers to the ratio of the number of orders for which the merchant received refunds to the number of orders that were successfully traded (paid) during the same period.

Complaint rate: refers to the ratio of the number of orders for which merchants receive complaints to the number of orders that have been successfully traded (paid) during the same period.

Performance advertising data indicators

Impressions: The number of times the ad is shown to users

Click-through rate: The percentage of times your ad is clicked out of the number of times it is shown.

Average CPC: The cost paid by advertisers for each click.

The calculation formula is: total cost / number of clicks

Conversion rate: The percentage of times an ad is converted by users out of the total number of clicks; calculation method: number of conversions/number of clicks*100%

Data analysis is mainly divided into two steps: interpreting data and analyzing data

Interpreting data helps us discover problems, and analyzing data helps us find the causes of problems.

Data interpretation: Data interpretation is performed based on advertiser KPI requirements. This data mainly consists of three parts : time, dimension, and indicator .

Common analysis methods for analyzing data are: comparison, segmentation, and attribution

contrast

Using time as the dimension, compare the data effects by year-on-year and month-on-month methods

Segmentation

Segmentation is for deeper comparison and comparison in different dimensions to obtain more reasonable and fair data.

Audience segmentation: segmentation based on user age, gender, interests, etc. For example, segment male users and female users, and segment users with interests related to real estate and cars.

Attribution

Attribution is a big issue. It helps analyze the effectiveness of advertising communication, and more systematically analyzes the degree of contribution of the effect, the path of effect formation, the method of communication, etc., to help advertisers optimize budget spending and maximize communication and conversion effects.

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5 suggestions for huge Qianchuan investment!

Author: Bobo

Source: Bobo