How to deploy huge amounts of Qianchuan? 10 frequently asked questions about massive Qianchuan advertising!
| The promotion process of traditional form delivery and the Qianchuan promotion process have many similar steps, but there are many specific issues and details that need to be considered and treated. In the face of these problems that may pop up at any time, I have compiled a huge list of common problems with Qianchuan advertising, which is convenient for you to refer to and troubleshoot during promotion. 1. How to expand traffic for products with high average order value? First of all, you should consider whether you have already made good conversions for the existing traffic. If the conversion effect of the massive Qianchuan advertising is average, you should first increase the traffic carrying capacity to maximize the use of existing traffic; Delivery expansion: If the conversion effect is good, you can expand the relevant population based on historical conversions, test the relevant high-spending population, and let the system explore after finding the high-conversion population. For example, for high-end clothing, in addition to targeting high-end clothing accounts, it can also be expanded by adding high-spending groups such as high-end jewelry, high-end beauty, outdoor products, dance, music, etc.; Content expansion: Based on the account population portrait, different types of short videos are produced for distribution, expanding and extending the huge number of Qianchuan advertising populations. 2. The live broadcast room cannot handle advertising traffic, and the advertising delivery cannot generate conversions. What should the live broadcast room focus on optimizing? The live broadcast room cannot handle the traffic, and needs to optimize in three directions: 01. The crowd matching of the streaming materials. If the huge number of Qianchuan advertisements are not delivered to the right crowd, it may cause users to leave immediately after arriving at the live broadcast room; 02. Anchor: The anchor’s ability to negotiate and place orders needs to be improved. Goods: The products cannot arouse customers’ interest. Product selection, arrangement, and display need to be optimized. Scene: The live broadcast scene is not marketing-oriented; 03. The store product landing page improves marketing power, but the product introduction page is too sloppy, and the last link of the transaction is off. Among the above three points, goods are the most important. It is necessary to test and launch suitable goods and optimize product introduction language. 3. What kind of short videos are suitable for massive Qianchuan advertising? 01. Focus on "product promotion" rather than "product sales", share product experience, weaken the stimulation of price benefits, and give users a real, soothing and intimate viewing experience; 02. The materials are mostly from the "user's perspective", creating a strong sense of scene substitution, and first-person trial sharing; 03. The materials convey a wonderful experience by "optimizing visual perception": the picture quality is clear and bright, the background music is gentle and cheerful, and the picture colors and shapes are bright and rich; 4. When a new account is launched, what are the planned goals and what are the budget proportions? The main focus is on orders and transactions (90%), with the ratio of orders to transactions being 1:1; clicks are secondary (10%), with the click coverage of no more than 2 million people, with huge Qianchuan advertising being used as the main target account to attract similar people; the Speed Plan sets 2-4 items for each game, sets a low budget for a single item, and locks the account daily budget. 5. A new account broadcasts live for 4 hours each time. The product is women's clothing with a unit price of 149 yuan. How to place a bid? It is necessary to distinguish the categories. If it is a hot-selling product, a bid of 30-40 yuan can generate normal sales, and the sales speed is acceptable. The bid for a second hot-selling product is around 50 yuan, and for a normal-selling product is around 70 yuan. A new account can try a high bid at the beginning, and then adjust the bid based on actual data, with the price adjusted by 3-5 yuan each time. If it runs too fast, you can reduce the bid by 10 yuan. 6. At what stage of the plan can the price be reduced without affecting the planned running volume? In order to get through the learning period as quickly as possible, you can start with a higher bid in the early stage of the massive Qianchuan advertising campaign. In most cases, the delivery speed will become faster after the learning period. At this time, you can lower the bid appropriately to control the delivery speed and improve the delivery ROI; the daily price reduction of a single plan needs to measure the delivery speed, and it is generally recommended to adjust within 10%. If the account's historical conversion costs are not very stable, it is not recommended to adjust the price multiple times to avoid compensation failure and unstable account model. 7. How to bid for a new transaction-based plan? Is there any relationship between the bid and the number of people targeted? When the Juliang Qianchuan advertising plan is first established, the recommended bid for the transaction is set at 30%-50% of the product's average order value. The bid can then be adjusted accordingly based on the planned conversion situation. The bid is related to the number of people being targeted. The coverage population is small, the system exploration scope is narrowed, the number of exhibitions will become higher, and under low bids, the growth rate will be very slow. If there is a high-conversion, low-coverage population that has been tested before, a low bid will work, but there will be a decay cycle, and you still need to continue to expand to new populations. When exploring new populations, you can increase the bid appropriately. 8. Is the failure to close a deal due to the selection of too broad a group of people? There are many reasons why the huge amount of Qianchuan advertising fails to close a deal. Each link in the chain from exposure to closing a deal may affect the final deal, and the closing funnel needs to be broken down for specific analysis: If the data funnel from entering the live broadcast room to clicking on the shopping cart is large, it may be that the live broadcast room script and rhetoric cannot retain people; If the funnel from clicking on the shopping cart to placing an order is large, it may be a product problem. The product itself does not meet the needs of the users, the price-performance ratio cannot reach the step of clicking to place an order, or the store rating is too low. 9. The delivery effect is sometimes good and sometimes bad. How can we maintain stable delivery? The planned operating volume of a general account will fluctuate due to the overall market fluctuations and the impact of competing products. If the fluctuation is large, with a lot of consumption on one day and no consumption on the next day, you can check whether there is any current limiting. Apply for investigation; To achieve stable delivery, you can consider the following aspects: Ensure that the overall budget of the massive Qianchuan advertising delivery account plan is sufficient, and secondly, keep the account plan updated every day, and when the old plan loses volume or declines, there will be a new plan to replace the volume; There is a plan to support stable volume, to ensure that there are main plans and potential plans, as well as auxiliary plans; Adjust the account plan bid as little as possible to reduce the negative operations of the volume plan. 10. Why is the plan only displayed but not consumed? There are two situations where the plan is only displayed but not consumed: One is that the bid is too low. Although the system has explored and displayed some people, it has not reached the threshold of consumption. Therefore, you need to adjust the planned bid first. If the price increase cannot be consumed, check the targeting. If there is no problem with the targeting, it is most likely a problem with the material. In daily promotion, the most common reason for non-consumption is due to the material. The other possibility is that the huge amount of consumption data of Qianchuan Advertising Platform is delayed in display. Just wait a moment. |
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