DOU+ advertising and buying tips!

The biggest charm of Dou+ is to leverage natural traffic. What makes it different from other ways of buying traffic is that it pushes works to the content traffic pool, wins the favor of users in the content traffic pool, and thus leverages natural traffic and makes traffic cheaper.

1. The first principle of DOU+ delivery is to extend the duration

For example, if we have a budget of 200 dou+, we create different delivery orders for 2 hours, 6 hours, 12 hours, and 24 hours. Based on data performance, you will usually find that 24 hours has the best effect, so our first criterion for delivery is to extend the duration, and the average duration is generally 24 hours.

So why choose 24 hours to deliver better data?

You can simply understand that dou+ is a fully automatic single delivery plan. The system will make an ecpm ranking based on your delivery plan. The higher the ranking, the faster the consumption, and the better the quality of the matching traffic.

Ecpm = bid (Pbid) * estimated click-through rate (eCTR) * estimated conversion rate (eCVR) * 1000

It can also be simply understood that the system will first give your work an estimated ranking based on the interaction rate, completion rate, user stay time and bids of similar works. If the quality of your work is good and the user feedback is good, it means that you can get good conversions even if your bid is low. This conversion goal may be to increase fans, likes, comments, etc.

On the other hand, if the quality of your work is poor, the conversion effect will naturally be poor, and the cost of a single conversion will be correspondingly increased.

But you are rather stubborn and insist on spending the 200 yuan within 2 hours. Your work is so bad, but you have to ensure that you spend it within 2 hours. Therefore, the system's real-time bid adjustment will continuously raise the bid and ranking during this time period to help you spend all the money in 2 hours.

But the result you get is that the traffic is very expensive. 200 yuan only increases a few fans or dozens of likes, and the cost of a single conversion target is very high.

Therefore, while ensuring the quality of the work remains unchanged, our purpose of extending the delivery time is to allow the system to match the most appropriate cost-effective traffic in different time periods as much as possible, to reduce the conversion cost as much as possible, and to get more volume with the same money.

With this explanation, on the one hand, you can understand why we should extend the delivery to 24 hours, and you can also deeply understand why it is said that "content is king". High-quality content is the core key to high conversion of delivery. The charm of dou+ lies in leveraging natural traffic.

So does it mean the longer the duration, the better? If your work is bad enough and you want better delivery data feedback, you can extend it to 48 hours.

But we usually still choose 24 hours, because the purpose of our Dou+ campaign is to attract traffic, not to waste time on this self-congratulatory "try everything possible" when we know the work is bad. If 24 hours doesn't work, there's no need to give it a 48-hour chance, and we should just give up and create new content.

If you are very confident that your work is of high quality and have received some positive feedback, or you are quite clear that your target fans are active in a certain period of time, then you can limit the duration of your campaign to less than 2 hours, which is more efficient.

Extending the duration only gives works with low-quality content a chance to survive, while works with inherent buffs in the content do not need to be released for a long time. You can do whatever you want and go wherever you want.

2. The second principle of DOU+ investment: invest less and invest more

For example, if you have a budget of 1,000 yuan, the basic suggestion is to divide it into five parts, 200 yuan each time. This way, on the one hand, you can extend a single small-amount advertising plan to 24 hours, and on the other hand, you can do horse racing with the same amount but different directions, and increase the advertising based on merit.

If the account is in the initial stage, we can select similar influencers, specific gender and age groups, a certain province, etc. for targeting. It is recommended to only do one type of targeting for a single delivery, and do not target both similar influencers and gender and age. This will limit the scope of the population. If the content is not extremely vertical enough, it will not be beneficial to the delivery effect.

Control variables, 5 plans, the amount is the same, the conversion target is the same, only the targeted groups are different, and then decide whether to increase the investment or choose to stop based on the feedback effects of the different targeted groups.

The difference between system intelligent recommendation and custom audience is that the narrower the custom audience, the more expensive the traffic. Custom audience can help you prioritize the target audience in the early stage of the account, at least let your target users see it first, strive to get better user feedback data than the system intelligent recommendation, and then break into the next traffic pool.

This delivery method is suitable for the early stage of an account. On the one hand, the narrower the targeting, the more expensive the traffic; on the other hand, the system always knows better than you what kind of users your content is suitable for, if the temporary target users are not right.

Either your content simply cannot attract the target user group, or you just fantasize that the target users like your content, or the delivery budget is too small and the system has not yet found a target user group that is more suitable for the work.

Believe in the system's intelligent recommendations. The system must know better than you what kind of users like this type of content.

The best way to distinguish the quality of the crowd is to control the source of content. If you are garbage, you can only attract flies, but if you are a flower, you will definitely attract bees.

3. Delivery cost: Location clicks > Increase followers > Home page views > Likes

The emergence of "Xuelang" makes it easier to monetize "on" Douyin, and for ordinary users, it is even easier and simpler to monetize "through" Douyin. Douyin is your traffic pool, and each of your content is roughly equivalent to a traffic-generating advertisement.

Having a large number of fans is certainly useful. This is reflected in the fact that after the iron fan system is launched, it can slightly increase your basic playback volume, but at present, the effect is minimal;

Secondly, it gives you an endorsement of trust. From the user's perspective, it seems that 200,000 fans seem more authoritative than 2,000 fans.

Under normal circumstances, the cost of increasing followers is about 10 times the cost of likes. Spend your money where it counts. If you are in the business of monetizing traffic, you don’t have to care about the number of followers. What you should care about is getting as much traffic as possible within a unit amount of money.

Don’t fall into the misunderstanding of increasing followers. The cost of increasing followers is expensive, and the cost of location clicks is even more expensive. The comprehensive cost of delivery is: location clicks>increasing followers>homepage views>likes.

It would be much simpler and clearer to use the "ROI logic" to reversely infer the dou+ delivery . Invest xxx amount of money, indirectly attract xx people, calculate the average traffic cost per person, or realize xxx yuan, then you can calculate the traffic investment.

It is not necessary for e-commerce stores to promote products freely in order to calculate ROI. Other monetization logics also apply.

We previously had a view that "the key to whether a personal IP can be successful depends on your monetization ability". The monetization is low so we are reluctant to invest in Dou+. If the monetization ability is strong, you should not worry about traffic issues.

You just need to focus on creating good content, and leave the traffic problem to DOU+. Strong monetizers will not have any traffic problems.

4. The charm of DOU+ lies in leveraging natural traffic

The charm of DOU+ lies in leveraging natural traffic. Let's do a simple calculation first. According to Tongtou's logic, the playback volume of 100 yuan dou+ is 5,000, and the playback volume of 10,000 dou+ is 500,000. A rough calculation shows that 20,000 dou+ is needed for 1 million playbacks on Douyin, which is obviously ridiculous.

The high playback and high traffic volume is due to the high-quality content of the work itself. Dou+ is only the icing on the cake, not a life-saving measure.

Therefore, the core essence is still content. The charm of DOU+ lies in helping you leverage natural traffic, manually intervene in advance to gain more traffic, and use a larger sample to test whether the work outperforms the market.

In the face of huge exposure and traffic, your mere few thousand DOU+ is insignificant, just like scratching an itch, allowing you to see the truth in advance.

Everyone is at a different stage and has different understandings of the platform. Although "content is king" is correct nonsense, it is precisely because of this correct nonsense that tells you that you should spend your limited energy and money on places where the intervention results are more obvious.

Those who do not study the works every day, do not analyze the content routines, do not understand the iteration of expression forms, are unwilling to polish the topics, and only emphasize "fine-grained operations" and talk big, even if they analyze the data thoroughly, are only self-consolation and superficial.

"Content is king" has always been the original driving force in the era of self-media. Douyin simply uses the algorithm recommendation mechanism to amplify this original driving force.