How to set up the live streaming of massive Qianchuan delivery?

If you want to achieve good results when broadcasting a massive amount of content in Qianchuan , it is very important to set the targeting method! The following is a summary of the setting methods of the three directional methods of Juliang Qianchuan:

Massive Qianchuan Orientation Method——Leica Orientation

Leica Targeting (Customized Behavioral Interests)

Select [Custom] in [Behavior Interest Intention] and you can see two categories of behavior and interest: behavior words and interest words.

Action words:

The labels annotated with visitors’ behavioral data on the platform can help you select appropriate “behavioral scenarios” and “behavioral time limits” based on the products you want to promote.

1) Behavioral scenarios include: e-commerce interactive behavior, information interactive behavior, and App promotion interactive behavior.

E-commerce interactive behavior: product clicks and order placement

Information interaction behavior: click, read, comment, like, forward, etc.

App promotion interactive behaviors: download, activation, registration, etc.

2) Behavior time limit: It refers to how long the user has performed such behavior. The shorter the time limit, the stronger the relative intention.

3) In addition, there are category words and keywords

Category words are words that have been classified by the system, and their coverage is relatively wider; keywords are behavioral words that we enter manually and select through the drop-down list recommended by the system. Although the scope is not that large, the intention is more precise.

Characteristics of behavioral words: Behavioral words are relatively more accurate. After all, they are certain existing behaviors, but the traffic is smaller.

Interest words:

According to the visitors' long-term attention on the platform, or the interests and hobbies expanded by similar groups of people, they are mainly divided into "category words" and "keywords".

Category words: The system lists the industry interest word classification

Keywords: Manually enter the root word, and then select the related words recommended by the drop-down menu.

Generally, when choosing interest words, you can choose words that are exactly the same as action words, but the number should be smaller than that because the interest intention is relatively low.

So generally, 300 behavior words are added, but only 50 or 60 interest words are added, a decrease in the same proportion .

Characteristics of interest words: The intention is relatively lower. After all, they are some behaviors that have not yet occurred, but are only predicted behaviors. Therefore, the intention of interest words is relatively broad, but the traffic is larger.

How to choose behavior words and interest words?

1. Choose the number of words to add based on the actual traffic size and estimated user coverage

2. Behavior words can expand more potential groups based on word roots

3. Select the user behavior timeliness based on the size of the covered traffic

4. Interest words are expanded through precise word roots, and the relevance of words needs to be higher

The targeting method of Juliang Qianchuan - Similarity Experts

Targeting similar influencers on Tik Tok

How to choose the targeting method of Juliang Qianchuan——Similarity Expert

In [Custom], you can choose the "expert categories" that the system has already divided, such as: fashion, personal management, life, humanities and science, etc., which have a wider coverage and larger traffic, but are not very accurate;

You can also manually enter the corresponding Douyin account and target it. Not only can you target the Douyin account and fans you "follow", but you can also target fans who have video interaction, live broadcast interaction, and product interaction.

Of course, you can also deliver ads based on different interactive behaviors, such as video interactions: commenting, liking, and sharing.

In addition to selecting the corresponding scenario, you can also select the time limit for the interaction, which is the same as the behavior. Generally, you can select the last 15 days or 30 days.

Targeted usage scenarios of similar influencers on Douyin

1) Tag a new account when it goes live: The people who interact with the Douyin accounts of the same industry are all high-potential customers, which can help the live broadcast room to attract more accurate traffic and help the live broadcast room obtain tags. Find someone who is similar to you but slightly higher than you. Don't be too high.

2) Compete with peers to make fixed investments and grab traffic: By using high-quality live broadcast rooms and investing in paid traffic, you can grab more traffic from peers.

3) Leica influencer high intention: Leica targeting + influencer targeting, after obtaining the intersection, can make the obtained crowd more accurate and improve the conversion rate of the live broadcast room. If you don’t have a very large budget and want to target a precise group of people in a small way, you can use Leica Targeting + Expert Targeting.

Massive Qianchuan directional method - system recommendation

System recommended targeting

When we do not use "behavioral interest intention", the system recommendation is used by default. System recommendation means that the system automatically explores conversion groups based on industry groups and live broadcast room attributes. For mature accounts, the order plan applies.

Live streaming has been around for a long time, and the labels for Douyin accounts have become very mature. The system will find Douyin accounts or the people the live streaming room wants through Qianchuan, and the system recommends the more commonly used plan.

Moreover, in the later stage, if the live broadcast room is established, most of the plans will be brought by the system recommendation, and more system-recommended plans will be built, because the system already knows what kind of traffic group the live broadcast room needs better than you do.

Therefore, "system recommendation" is a more intelligent targeting method that is often used in the middle and late stages .

Author: Houchang College

Source: Houchang College