3 suggestions for novice merchants to attract traffic to the live broadcast room

Recently, many businesses have just come into contact with information flow and want to use information flow advertising to attract traffic to the live broadcast room . Today, I will use this issue to do some popular science. Experienced optimizers don’t need to read this.

1. Is it difficult to place information flow ads?

I recently went to Guangzhou and participated in two reader exchange activities. I met a businessman friend who said that he now wants to do live streaming. He has just started to get in touch with information flow and is studying how to attract traffic. He used a lot of high-level terms such as "penetrating media algorithms" and "increasing account weight", and also felt that it was difficult to recruit a good campaign, and even if one was recruited, it might not be possible to keep them. (Friends who work in information streaming, why not consider doing live streaming e-commerce? The pay is great!)

After talking with him, I have gained more motivation to continue to output information flow related methodologies. It’s not that difficult to create information flow, but it’s said to be very mysterious. I want to do my best to help.

Of course, the algorithm of information flow advertising itself is very difficult, and the operation of the advertising system requires a lot of technology and products to design and maintain; but for advertisers and optimizers, we are just users of the system, and all we can do is fill in the options in the background. We actually have no way to deal with complicated things, so advertising is not difficult for us. As for the breakdown algorithm, it is most likely a misleading term, used to charge more money in order to appear more powerful.

2. Rules that merchants must understand before investing in information flow

When placing advertisements, there are some simple logics that need to be understood but have a huge impact on the effectiveness of the advertisement. Let’s talk about the most basic thing today: for novice merchants, which ones can be tested casually without any problems; and which ones are very serious and must be avoided?

1. Can be measured at will

1. Orientation

All options under the directional module can be tested.

2. Creativity

Any creative idea that comes to mind can be tested.

Orientation and creativity are two things that everyone has their own reasons for. As long as you think they make sense and can justify your own arguments, you can test them. Test whatever you want.

For example, if you want to make basic skin care products, you can have some directional ideas:

Tested women aged 30-50 in tier 3 and tier 4 cities;

Only one city was tested, women aged 30-50 years old;

Test student group, 18-24 years old;

No geographical restrictions;

…

It’s all fine, you can test it, nothing will go wrong.

In addition to selecting the right audience to target, there is also the issue of directional adjustment. A friend said:

"I want to open up the targeting first, and then see which group of people performs well, and then target them separately; I also want to directly circle the precise group of people, thinking that this is conducive to the cultivation of the account model. Which one should I choose?"

In fact, there are only two ways of thinking: broad and narrow. Either wide or narrow.

Broad targeting means that no targeting is set, or very few targeting is set, and the estimated user coverage is over 100 million;

Narrow targeting is to screen out a part of users by gender, region, interests and other dimensions, and the estimated coverage population is less than 10 million.

There are four types of directional setting ideas derived from broad and narrow targeting:

Always wide;

It is always narrow;

First wide then narrow;

First narrow then wide.

So the first idea he mentioned is to start with broad and then narrow, see which group of people have the best effect and then narrow the targeting; the second idea is to keep it narrow or start with narrow and then broad. These three ideas are all plausible and can be tried.

So I suggested that he could try it according to his own ideas first, see the results and then make adjustments. It is very fast to make adjustments with information flow advertising, and the change can be made in one day or 10 minutes. Building a plan represents an idea, and the cost of trial and error is very low.

After looking at it this way, do you feel that the information flow is just a mess and you can measure it however you want? No, no, no, I just said that anything you can think of in terms of orientation and creativity can be tested, but there are some things that are very serious and cannot be tested casually.

2. Sensitive operations that require extra attention

There are 3 common key options:

Budget : The budget is the upper limit of the amount of money you spend on advertising. Once you spend it, you can’t get it back, so you must set it well. If you don’t know how much to set, just set it to 500 yuan;

Delivery target : This is very important. No need to measure, just select “conversion volume”. Choosing "clicks" or "impressions" will result in ridiculously high costs;

Bid : This is the option that directly determines the effect and is very, very critical. For example, if you want to control the order cost within 30 yuan, then you should set the bid within 30, which is more important than anything else.

So should you refer to the suggested bid? What if you feel that the bid is a bit too high?

My suggestion is that you can use the suggested bid as a reference, but you don’t have to follow it exactly. If you think the suggested bid is too high, then don’t bid it.

How can you bid without referring to the suggested bid?

Just bid according to the cost you can accept. For example, if you can accept a customer acquisition cost of 10 yuan for an order, then you can pay 8 to 10 yuan. If you haven’t calculated the conversion rate and don’t know what the appropriate cost is, then start from low to high. If the bid is too low, the worst that can happen is that your account doesn’t spend any money, but if the bid is too high, you can easily lose a lot of money.

There is a real case.

A friend who runs a second-tier e-commerce business just came into contact with Luban and wanted to try building it himself, so he made a plan, set a budget of 10,000 and started investing. Then he went out to walk his dog, and when he came back he found the money was gone! It only brought in a few orders, each costing several thousand. He didn’t know why the effect was so poor, and later found out that his delivery target was “clicks” instead of “conversions”, so the cost was very high. If you don’t want to lose so much money, you must set a good budget and investment target.

Is this example similar to the one at the beginning of the article? They all chose click-through bidding, and the final cost was very high.

Then you may ask: Why is this? Why is the cost of bidding per click so high?

This is related to the factors that determine the effectiveness of information flow advertising.

3. Determinants of the effectiveness of information flow advertising

We can divide the factors that determine the effectiveness of information flow advertising into two aspects: optimizers and systems.

What the optimizer can decide are the options that can be set in the background, such as targeting, creativity, bidding, etc.

The system will deliver the content within the target audience you set.

Of all your options, the ones that have the greatest impact on your results are "conversion goal" and "target conversion bid". If you choose click-based bidding, the system will help you find people who are likely to click, rather than people who are likely to place an order, so the cost will naturally be high.

The same goes for target conversion bidding. You can influence the conversion cost through targeting and creativity, but the ultimate control over the order cost still depends largely on the system.

So you can understand why some ideas such as orientation and creativity can be tested without worrying about anything going wrong, right?

Because the system will cover you. Once you set the bid, the system will find people for you based on the target bid. No matter how accurate your targeting is, how good your creativity is, the final cost is guaranteed, so nothing serious will go wrong.

Author: Aunt Ning

Source: Sanlitun Information Flow (sanlitunxinxiliu)