Live broadcast room promotion strategy!

On the first day of our involvement, the effect was not ideal, only 1.17. The gap was too big. Based on this consumption and ROI, I guess the brands would call us daddy in the second round and say, "Please let me lose less money."

It doesn’t matter. Don’t be discouraged. The data obtained from the launch is the most valuable. Here I think the team has done the following:

Portrait of first-time and repeat purchasers:

1. Live broadcast room operation: Young groups want atmosphere, social interaction, and strong interaction with anchors. People over 31 years old prefer efficacy and actual savings. Therefore, the anchor changed the original live broadcast method of creating atmosphere to focusing on the product's efficacy and discount strength.

2. Delivery side: In line with the product population portrait and anchor's speech adjustment, only target people over 31 years old.

We divided the materials into "factory type", "customer service type" and "commodity type" and conducted AB testing (actually, to see if they can be consumed). According to the data feedback on the first day of release, with the same bid, only the "factory type" videos were consumed and had a positive ROI. Based on this release test information, the green screen background of the live broadcast room was replaced with a factory.

After the adjustment of the live broadcast room is confirmed, the account will increase the volume in a timely manner. After half an hour of observation, it was found that the planned volume and ROI of factory-type materials were excellent, so the budget was raised to 99,999. Ten minutes after the budget adjustment, the corresponding planned consumption increased rapidly. One F5 cost 10,000 yuan. We immediately contacted the live broadcast room operator to determine the product link corresponding to the starting material, and determined the main promoted products in the live broadcast room during the account's running period. The operator conveyed the information to the anchor through the whiteboard.

On the account delivery side, the group budget is controlled at this time to prevent the audience from exceeding the anchor's sales carrying capacity (in fact, they are afraid of running away. After the budget is fully utilized, the ROI drops from 1.8 to 0.8. The main reason is that the content is consumed but not fully exposed, or part of the exposure is not converted, the consumption speed is too fast, and the pace of orders in the live broadcast room is too slow. If the consumption level is not increased by crazy price increases, the ROI will generally rebound). Quickly copy the corresponding plan to other advertising groups, lower the bid, and create a new plan with the same material with different copywriting and different orientations.

The broadcast started at 13:00, and the adjustment direction of the live broadcast room was determined at 14:00. After the adjustment, the budget was set for the account, and the account consumption rate and the overall recovery of ROI were observed. The volume was increased at the appropriate time, and the account stopped investing at 20:00. The live broadcast on the spot was ranked first on the daily chemical list that day.

For example, not long ago I came into contact with a beauty brand, and only one channel of the live broadcast room had sound. I think any operation or live broadcast manager could have discovered this kind of problem, so I guess they discovered it but didn't think it was a problem. I think this is very wrong, and I even held an offline meeting for this purpose, citing many case data to illustrate its importance.

After the scene adjustment was complete, in order to increase the dwell time, it was found that the bounce rate from the shopping cart to the product click was relatively high. At this time, it was necessary to optimize and adjust the product naming, subtitle, price display method and other contents. As a result, no adjustments were made for half a month. Then yesterday, he suddenly asked me, "Why do you think the audience of PROYA is so high?"

Summary: After the first game’s defeat, the team did three things right before the second game (adjustments supported by data)

1. The advertising campaign is only targeted at people over 31 years old. The anchor adjusts the language in the live broadcast room, from creating an atmosphere to explaining the product's efficacy in detail.

2. The operator changed the green screen scene in the live broadcast room to a factory scene.

3. The delivery and live broadcast teams work closely together. After the delivery has achieved a certain volume, the pitcher will inform the live broadcast room of the volume information. The operation will promptly adjust the main push link and inventory and convey the information to the anchor. The anchor will talk about the corresponding products of the running volume materials.

The last thing I want to say is: this method of maintaining a high degree of consistency between materials – delivery – live broadcast room – products is always effective. I hope this article is helpful to you. Thank you for still liking to read in this era of short videos.