How to place Tik Tok ads?

What are Douyin advertising marketing resources? Douyin advertising strongly targets the new generation of consumers, supports a variety of flexible and accurate ways to reach people, such as crowd attribute tags, interests, and scenarios, and is suitable for mobile downloads, e-commerce sharing functions, brand publicity and other promotional goals. Douyin advertising marketing charging model Douyin APP advertising charging model, price and advertising precision targeting are the same as Toutiao. The main deduction modes are as follows:

CPM (Cost Per Mille): Cost per thousand impressions, that is, the cost required for the ad to be displayed 1,000 times;

CPC (Cost Per Click): Cost per click, which is the cost of clicking an ad once;

CPA (Cost Per Action): Single download cost, that is, the cost required for an APP to be downloaded once, only applicable to Android APPs;

CPT (Cost Per Time): Charged by display time, i.e. the cost of displaying the ad for 1 hour;

CPV (Cost Per View): Charged based on the number of potential customers who browse to the website. In the case of TikTok, it refers to the number of effective views of more than 5 seconds.

OCPC (Optimized Cost Per Click, click bidding with target conversion as optimization method): This method is different from CPC of smart delivery. It is delivered in two stages and is suitable for newly launched ads and ads whose Douyin algorithm matching may not be accurate. Advertisers invest an experimental budget in the first stage of the campaign. Since there is an additional data accumulation process, it is more accurate than CPC. After the first stage, the algorithm delivers ads to more users who meet the characteristics, thereby obtaining more conversions at a lower price.

OCPM and OCPA (Optimized Cost Per Mile/Action): Toutiao provides two other conversion bids, which are exactly the same as OCPC in terms of estimation and ranking. The only difference is the billing. OCPM is charged by display, OCPC is charged by click, and OCPA is charged by conversion. Douyin's promotion channels are currently divided into several methods: splash screen advertising, information flow advertising, Douyin stickers, Douyin commercial music storage, and customized challenge competitions.

1. The splash screen advertisement is the first entrance when the computer is turned on. It has a strong visual impact and is non-interference, strongly targeting the new generation of consumers. There is no limit to the number of splash screen advertisements that each user can see each day. Note: For newly installed users, no splash screen ads will be displayed within 7 days.

(1) Channel rules: l Display rules: 3 seconds for static, 4 seconds for dynamic, and 5 seconds for video. Supports pure display and landing page jump (supports setting direct links to jump to the internal pages of the Douyin APP).

Targeting function: CPT does not support targeting; CPM supports [age][gender][region][platform] targeting.

Additional charges will be made according to the premium rules of publication rules. No additional charges will be made for [age][gender]; [Region] +30% for core cities, +10% for key cities; [Platform] +30% for IOS. l Prohibited industries: Based on the restrictions on the advertising review industries, the following restrictions are added: ① Adult products; ② Video products; ③ Community social products; ④ Filming tool products. It is recommended to consult the advertising review team before launching controversial industries.

(2) Estimated advertising effect Average click-through rate of static screen launch: 5%-5.5% Average click-through rate of dynamic screen launch: 6%-8% Average click-through rate of video screen launch: 10%-15%

2. Information flow advertising brands can promote short videos of 5-60 seconds and display them in the Douyin recommendation stream in the form of native ads. Seamlessly integrate into the Douyin recommendation flow to help advertisers achieve their marketing promotion goals on Douyin.

(1) Channel rules: l Display position: Recommended stream 4-1: The fourth video is viewed first in the Douyin recommended stream. l

Unlimited position and guaranteed quantity GD: When users browse the Douyin recommendation stream, they can see an advertisement every 5 times. Brand advertisements will appear in the first 60 videos of the user's recommendation stream.

Ad frequency control: Each ad is shown only once to each user per day.

New user protection policy: No ads will be shown to newly installed users within 7 days.

Data disclosure: impressions, clicks, video plays, interactive data (likes, comments, shares, followers, homepage visits) l Third-party monitoring: supports third-party exposure, clicks, and video play monitoring. Cooperating third parties: AdMaster, Miaozhen, Gridsum, Nielsen l Support app download: click the jump button for silent download on Android and jump to APP Store on IOS.

Material requirements: The same material can be released continuously, and the maximum number of days for release shall not exceed 5 days. Note: If the same material is released continuously, multiple duplicate videos will appear under the customer's Douyin account. For example, if one video is released for 5 consecutive days, 5 identical videos will appear under the Douyin account. At the same time, these 5 video materials are independent of each other, and the data such as comments, likes, and reposts will be accumulated separately and will not be superimposed.

Prohibited investment industries: Add the following restrictions based on the restrictions on the Guangzheng industry:

①Adult products;

②Video products;

③ Community social products;

④Photography tools

(2) Reference for delivery effect: Native advertising: average click-through rate: 0.15%-0.4% (click-through rate = number of clicks/number of impressions); average interaction rate: 3%+. l Single-page ad: Average click-through rate: 0.7%-1.3%

3. Douyin stickers are customized by the Douyin sticker brand. Users can download and use sticker types in the sticker bar when shooting: 2D face pendant stickers and 2D foreground stickers.

(1) Channel rules l Position: "Popular" tab, third row, fifth position. It will be displayed in this position for the first three days, sink in the next four days, and be offline on the eighth day. l This product is a non-standard product, the quality is not guaranteed, and it does not support third-party monitoring.

Tik Tok has the final say on whether a sticker meets the standards for going online.

Fee description: Sales price 250,000/7 days

4. Commercial music entry into Douyin: Enter the customer's own copyrighted commercial music into the Douyin music library. After entry, users can search for the music in the music library and use it for video upload/shooting on the Douyin platform.

(1) Channel rules l Song titles and song content can contain brand words: The song titles and lyrics of commercial music songs included in the library can contain brand words, and the music inclusion review standards.

Pin the search for song names in the music library: Search the song names accurately in the library, and pin the search results for the music in the library to the top. The validity period of the pinned search results is 3 months. After 3 months, the music library can be searched, and the position is random. l Binding of music recommendations related to the challenge: After the music is added to the library, it can be associated with the customer's spontaneous challenge homepage. After association, click the participation button at the bottom of the challenge homepage to enter the music page. The music recommendations in the library will be pinned to the top and will be valid for a long time. One song in the library will be set as a challenge homepage every day. l Fee description: Basic version of music storage: 200,000 yuan; Advanced version of music storage: 400,000 yuan.

The second largest category of Douyin monetization is to cooperate with Douyin influencers. There are 4 ways to cooperate with influencers. Here is a brief introduction:

Type 1: Commission Cooperation What is pure commission cooperation? The process is as follows: first, the company finds the influencer's contact information on the official Douyin channel (Star Map), or Taoke QQ group, or on the influencer's homepage. After both parties agree on the commission ratio, the company sends the platform product link to the cooperating influencer. Then the influencer takes these links and puts them in his product cabinet. If his fans buy products in the product cabinet, then the influencer will also get a share. Disadvantages of this monetization method: First of all, for us, we are thinking about how to get the maximum benefit with the minimum cost. But for the Douyin influencer, since there is no profit exchange in the early stage, he has no passion and motivation to promote this product. Therefore, the effect of this form is relatively poor.

Type 2: Brand exposure mode What is brand exposure mode? This means that the video is only responsible for brand exposure and is not required to achieve conversion. The process is: the company produces the video, or works with the influencer to make the video, and then the Douyin influencer puts the video up. This model is similar to the AIDMA model of marketing. A stands for attraction, I stands for interest, D stands for desire, M stands for memory, and A stands for action. The purpose of brand exposure is to allow users to form memories (M) and ultimately achieve the purpose of action.

The third type: cooperation with experts on live broadcast. This is easy to understand literally, that is, to find an expert and let her sell goods on live broadcast. Of course, she may not only buy your products, but also sell products from other companies. The disadvantage of selling goods through live streaming is that the conversion rate and effect are difficult to control. At the same time, live streaming experts will generally require merchants to provide the lowest price for products, and may even require additional fees during the period. Therefore, people generally choose to sell goods through live streaming, which are products of relatively good quality, high consumption frequency and large profit margins.

Type 4: What does it mean to cooperate with expert videos? What this means is that we work with influencers to produce videos with conversion purposes. This form of delivery is very suitable for enterprises, especially for products or services that are not well-known and have not yet been marketed. Note: Currently, the more common ways to sell products include the Douyin short video matrix selling model (specifically, 132 Douyin matrix, 605 short videos, 22 selling products, 381, you can consult the editor, numbers). The risks of asking Douyin influencers to do promotion are as follows: Before doing online celebrity promotion, let me say the following: first, the video may be deleted. Now the official will limit the flow of videos that are obviously advertising in nature, or delete them directly, so you must be prepared to resend the video. No matter which platform you use, directly displaying advertisements is risky. Second, don’t say “the effect is guaranteed”. Internet celebrity promotion is different from the bidding promotion method I just mentioned. The latter is determined based on actual clicks and downloads, but this Internet celebrity promotion is more inclined to brand promotion. Since it is a brand promotion, you cannot be too obsessed with immediate results. If you want better results, you need to use a higher frequency. This is what matrix short video marketing does. Arrange dozens of internet celebrities to promote the same product. For example, release 3-5 videos a day for about a week. This way it is easier to form a small hotspot. Naturally, more people will see it. However, this situation requires a lot of budget, which is difficult for small companies to use. Find a reliable KOL and avoid being cheated!

Step 1: Judging the KOL life cycle is to judge the life cycle of the influencer’s fans, that is, to see the trend of fans gaining or losing fans. The tool we use is Kass Data Judgment. If his net growth in followers in the recent period is above 0, then this account can be considered for investment. ▲KOL: Li Jiaqi - Data analysis shows that the number of fans has been increasing in recent days, indicating that this account has more new fans.

Step 2: Judging the KOL fan stickiness User stickiness directly affects the sales effect of influencers. Formula = comment area/like ratio. If the ratio is greater than 1:70, then it is highly viscous.

Step 3: Fit between KOL fan portrait and target audience. In other words, what kind of audience is your product targeting? Then we need to understand what kind of household group this expert’s fans belong to. ▲Papi Jiang-User Portrait

Step 4: The KOL’s recent advertising density is to see how often this influencer has accepted advertisements recently, and what types of products are accepted for the advertisements? Fans who consume frequently or have consumed before are less likely to continue to be "recommended" or "planted with grass". The method is to look at the number of advertisements received by this account for two consecutive weeks, and calculate the ratio of the number of advertisements to the total number of videos in two weeks. The smaller the ratio, the more you can consider launching it in the near future.

Step 5: Judge the authenticity of KOL data. Nowadays, some people will do anything to become Internet celebrities. A few days ago, I saw a Douyin account called "*婷婷". Its first video had hundreds of thousands of likes, and the comments below were basically left by curious netizens such as "How much money did you spend on buying fans?", "I just came to see why a video with no appeal got so many likes", "I've been following you for two years". It's obvious that the data is fake. They spent money to buy fans, likes, and comments. You need to be careful when choosing "Internet celebrities" who share false data. The promotion logic of Douyin: Open a platform account and get familiar with the platform rules>>Configure the rules and content>>Test online and make adjustments>>Complete the delivery

1. Open an account on the delivery platform and be familiar with the platform rules. Account opening. Enterprise certification.

2. Configure delivery rules and content. When placing advertisements on Douyin, the advertising plan will go through four steps: pre-allocation of advertising exposure, estimation of advertising CTR (click-through rate), advertising sorting, and advertising frequency filtering before it will be displayed to users. The biggest difference between Toutiao and other advertising platforms lies in “personalized recommendations and intelligent distribution”. That is, the advertisements placed on Douyin (Toutiao series) are distributed by "robots". Understanding the rules followed by "robots" in the process of distributing advertisements can improve the efficiency and effectiveness of advertising. In combination with the above rules, it is generally necessary to consider the delivery dimensions, the matching of ad positions, and the testing of copywriting materials to improve delivery efficiency. (1) Delivery dimensions: gender, age, interests, keywords, city/region, work and rest time, weather, occupation, operator, mobile operating system, mobile phone brand, network type, article category, and consumer online shopping behavior. Based on the overlap between the Keep user portraits and the Tik Tok user portraits, we selected age and city as fixed dimensions, namely 20-30 years old and first-tier cities. Continuous testing is required in the time dimension. The bid during the test period is 20% higher than the normal bid. A high price is paid to grab volume. On the premise that traffic will not decrease, the bid is lowered to reduce costs. In addition, the bids at different times of the day are also different, low in the morning, low at noon, and high in the evening.

(2) Characteristics of advertising space

(3) Copy material testing: Different distribution channels for copy materials will have different copy points. It is necessary to prepare different material forms for AB testing, and finally select 2 forms for large-scale promotion.

3. Online testing and continuous adjustment after going online include continuous testing of various indicators including delivery time, copywriting style, material style, age group, bidding, etc. To find the most suitable delivery strategy in a short time.

How to activate paid advertising on Douyin? Douyin advertising is done on the backend of Toutiao. The charging model, price and precise advertising targeting are the same as Toutiao. You only need to activate Toutiao advertising and set up the delivery yourself in the advertising backend: If you want to do bidding, you need to deposit 5,000 yuan, and then there are the following three deduction methods: CPM: cost per thousand impressions, that is, the cost required for the ad to be displayed 1,000 times (bidding starting price: 4 yuan/thousand times). CPC: cost per click, which is the cost of an ad being clicked once (bidding starting price: 0.2 yuan/click). A more conventional method is CPC, which is similar to the concept of Baidu bidding. The more you pay, the higher you will rank, and the more exposure you will get. At the same time, bidding with Baidu is the same. You need experience in advertising and data optimization. You can find an experienced team to help you @武汉北抖星. There is also an OCPC that bids based on target conversion, but this method requires a minimum investment of 50,000 yuan.

The nature of this advertisement is similar to the bidding purchase of WeChat Moments advertisements, and the strategy can be modified based on the actual effect of the delivery. Dimensions that can be targeted: gender, age, interests, keywords, urban areas, work and rest time, weather, occupation, operators, mobile operating systems, mobile phone brands, network types, article categories, dynamic display of ad titles based on user interests, consumer online shopping behavior... Points that Party A clients may worry about: We had a client who was initially worried about the advertising effect and vicious competition from peers. In fact, there is only a better solution to this problem and no absolute security. The advertising effect is based on the precise matching of users with Toutiao's big data algorithm, which is more mature than Baidu bidding. The reason why Toutiao news is so popular is that it relies on algorithms to win market users. Every penny spent is spent on target users, so the ROI is controllable. As for vicious competition, it cannot be said to be completely avoided, but the cost is too high for peers and the possibility is relatively small, so this concern can be ignored.

In fact, there is a judgment formula here: LTV＞CAC. LTV refers to the value contributed by a user throughout his or her entire life cycle, also known as user life value. CAC refers to the customer acquisition cost, which is the cost we pay to acquire a certain user, such as marketing costs and operating costs. In other words: the input-output ratio is high and can be continued. Why do we need agency operation? Now most of the individual businesses or small and medium-sized enterprises do not have enough strength, energy, resources or team to carry out advertising projects well. Agency operation may be a better choice. We are in the bonus period of short videos, and want to get some traffic by spending money, but we are worried that the money will be spent without any effect. As the saying goes, leave professional matters to professionals, and whether the choice is good or not is up to you to discover on your own. Lanshi asked how to make a successful Douyin advertisement with information flow advertising resources. Currently, 85% of Douyin product users are under the age of 24, and the main influencers are those born after 1995 or even 2000. Moreover, according to the investment data of various industries, games dominate, followed by cultural entertainment, which shows that these products have better effects. The joy of staying at Airbnb is captured through TikTok-esque transitions and editing.

The cool visual effects and music interactions, as well as the unique transitions made using the product’s interface design itself, cater to young people’s preferences for fashion, coolness and good looks. The appearances of different Airbnb users have also greatly increased users' trust in the brand. Because of its good creativity, the advertisement received good results and user feedback: Airbnb had more than 2,000 interactions within one hour of its first release, the video received more than 11,000 likes on the day of its release, and nearly 3,000 users followed the "Airbnb" Douyin account. I think Airbnb wins because its ads don’t look like ads, which makes people surprised that “ads can be advertised in this way” and makes users more willing to participate in discussions, like, share, and other behaviors. Now basically many companies are also operating Douyin accounts, but the success rate is not very high, because short video marketing is a new field, which requires topic selection-shooting-promotion-maintenance. The most important thing is that the operator must understand Douyin's algorithm so as to get more recommendations.