Author |Chen Weixian.
Design |Yan talks about Mengjie.
Starting from 2021, many merchants have entered Douyin e-commerce self-broadcasting, and many have enjoyed the dividends of pioneers. But in 2023, as merchants continue to enter the game, the competition in the live broadcast e-commerce track will intensify.
In order to stabilize traffic and ROI sales scale, merchants need to invest a lot of time and labor costs. The problems faced as an operational pitcher are more specific:In the live broadcast, you need to take into account the acquisition of multiple traffic channels, and even make choices and adjustments every few minutesIt's hard to balance energy between building a plan and optimizing creatives. Sometimes, after all the hard work, the ROI jumps up and down unsteadily.
In response to these pain points, Giant Qianchuan launched a global promotion at the engine conference in May this year, in the complex and changeable Douyin traffic ecologyHelp merchants and operation pitchers to "lie down" to achieve the optimal overall production ratio.
Massive Qianchuan Global Promotion is a product that takes the overall payment ROI of Douyin live broadcast (the consumption of all transaction orders generated in the live broadcast room) as the optimization goal, expands the global live broadcast traffic such as Douyin information flow recommendation, live broadcast square, and ** search, explores global high-quality traffic, and drives the overall increase in live broadcast turnover.
As of the publication of this article, the global promotion has been launched for nearly 7 months, what is the real experience and effect of this product?The operation club and the single-day consumption of 10-400,000 put ** hand @ ocean, as well as the founder of Douchacha @Bobo, and the huge number of Qianchuan product operations @ Lin Xudong conducted a 2-hour live broadcast discussion, which attracted more than 150,000 people**, collected real-life experience feedback from more than 100 operating pitchers.
Today, the operation club will talk about the real experience of global promotion for merchants and operation pitchers, and how to better obtain real business increments through global promotion.
The soul of global promotion "four questions".
Global promotion As an intelligent traffic delivery product, the biggest expectation of merchants and operation pitchers for it can be summed up in one word is to improve efficiency and reduce costs. Here we start withImprove efficiency and reduce costsThe "four questions" of the soul of the global promotion are carried out
1) Can global promotion really improve the GMV of the live broadcast room?
As it becomes more and more difficult to obtain traffic, merchants will consciously choose advertising when doing business on Douyin to achieve overall business growth as much as possible. However, in practice, the vast majority of merchants do not have a sufficient understanding of the delivery strategyFor example, when a single product launch achieves 1 million GMV in a single month, should it choose to chase it or maintain the current level?
The founder of Douchacha @Bobo directly pointed out in the live broadcast microphone discussion that there are common problems among merchants and pitchers in traffic acquisition. "For the vast majority of people, it is difficult to judge whether they have missed the 10 million explosive products in a single month, or have hit the category ceiling", "When you are not able to make a timely judgment on the advertising strategy, it is recommended to use global promotion," Bobo added.
From the perspective of overall data**, the overall GMV of the live broadcast room can be increased by 15% to 20% on the basis of the stable overall ROI of the live broadcast room that currently uses global promotion. Global promotion With the overall payment ROI of the live broadcast room as the optimization goal, the business scale can be continuously expanded when the overall payment ROI of the live broadcast room is achieved, and the overall use feedback is closer to the essential business needs of merchants.
For example, Mr. @Yue from Nanjing Kuimen New Retail said: "During the Double 11 period, the global promotion was fully cut, and without too many artificial actions, the GMV could be run on a large scale while maintaining the ROI target." For another example, Ms. @Bo from Drizzle Home Textiles used global promotion in the cold start node of the live broadcast room, and obtained a better GMV at the initial stage, which improved the team's confidence in live broadcasting.
Global promotion feedback survey.
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2) Can global promotion really improve the efficiency of advertising?
Qianchuan put ** hand @ ocean revealed to the operation agency: Normally, the work of an operation pitcher is very tedious. Before investing, a large part of the energy will be spent on account planning, allocation of bids, setting budgets, and the tangle of plan matchingBut even so, ROI remains volatile.
This situation is not difficult to understand, the live broadcast room is real-time and dynamic, the people and goods in the live broadcast room are constantly changing and influencing each other, the traffic quality and competition are different in different time periods, and the decision-making adjustment of the operation pitcher often relies on feeling and experience, so although the work is hard, the final ROI is still unstable.
For example, during periods of high GPM, you need to increase your budget, and when your GPM is low, you need to lower your budget. However, it is difficult to accurately regulate the flow rate in different fields by manual adjustment, and the flow rate cannot form a prying effect between them.
After opening the global promotion, the system can plan all the traffic in real time according to the traffic distribution and traffic changes, forming a complementarity between the traffic, which can also be understood asAfter starting the global promotion, the system can influence more traffic, which will help explore more increments and will have more advantages in the overall traffic competition.
With global promotion, it becomes very easy to launch and you have more time to optimize your creative," added Haiyang.
The above views have also been verified by the feedback from this survey, and the most feedback from the operation pitchers isGlobal promotion helps you reduce your time staring at the market, make you more worry-free, and focus on more creative links.
Global promotion feedback survey.
Hangzhou Yige Digital Media***'s @冰女 commented on this very well, she said: "For small and medium-sized businesses, reducing the labor cost of building advertising plans one by one allows us to have more time to optimize the anchor's speech and material production."
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3) Can global promotion really effectively expand new customers?
Continuously expanding new customers and obtaining more accurate traffic is one of the most common demands in business operations.
The unique advantage of global promotion is to assist merchants to expand the exploration strategy from advertising traffic to global traffic, and upgrade from local optimization to global optimization, so as to ensure that potential high-conversion users can be covered in a larger traffic pool and obtain a higher overall GMV.
To put it simply, the algorithm model of the system will be based on the user's behavior such as staying & interacting in the live broadcast room, interest preferences, and information about people and goods in the live broadcast room to ** the conversion probability of each user, so as to find users with greater conversion value for the live broadcast room and show the live broadcast room to these users.
For example, @Ms. Jia from an education company said in the survey,Global promotion really knows what kind of customer group we want.
She said: "Our company's business has high requirements for the age and gender of the target customer group, and we are very worried about a large number of users who are not willing to buy when we expand the volume, but the conversion effect is good after using it."
@Ms. Chen of Royalstar Small Household Appliances was also attracted by the ability to expand new products in the whole area. "We make small household appliances, and the repurchase rate of consumers is relatively low, so the demand for new customer acquisition has always been strong, and global promotion does have advantages in this regard."
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4) Can global promotion really balance organic traffic and paid traffic?
In the discussion of Lianmai live broadcast, the operation club found that the most worrying problem of the pitchers isWill the use of global promotion lead to less organic traffic, and will the platform secretly charge for organic traffic?
In the face of this acute problem, the huge Qianchuan product operation @ Lin Xudong gave a clear conclusion:"There is no charge for organic traffic, and global targeting doesn't make organic traffic less, but it can help you leverage more organic traffic through targeting. ”
If the probability is high, it means that this group of people can be converted on the natural side, and the system will actively avoid this kind of group, avoid the waste of paid traffic, and help merchants migrate their budgets to the exploration of more incremental people, so as to ensure the stability of the overall ROI while maximizing the crowd and GMV.
Mr. Yao, Zhengjiu Culture Media, who provides delivery services for brand customers, said, "After using global promotion for a long time, I found that the customer's live broadcast room got more traffic, and the division logic of paid traffic and organic traffic was broken in global promotion, and paid delivery can leverage more natural flow."
Chongqing Shen Xiaoshan Health Management Consulting*** Mr. Lv also gave more positive feedback, and the global promotion is also very friendly to products with high customer unit prices, attracting a large wave of natural traffic into the live broadcast room and improving the conversion rate.
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High-level operational pitchers
It's all about global promotion
Of course, if you want to achieve overall GMV growth with the help of global promotion, you need to master certain advertising skills. As a global delivery with a daily consumption of 10-400,000 yuan, the ocean has summed up a delivery experience of its own:Use global promotion, don't adjust the plan when you see ROI fluctuations, be patient, and run for at least 3 days to see.
In this survey, the operation agency found that many merchants and operation pitchers could not really feel the effect and increment brought by global promotion due to frequent adjustment of plans. Merchants who insisted on completing the effective test of global promotion enjoyed the efficiency experience brought by the product.
For example, Junlebao's high-end milk brand successfully attracted more high-quality consumers to the live broadcast room through global promotion and live broadcast room popularity tools during the Double 11 period, and achieved a 15% GMV increase compared with previous large-scale live broadcasts. For another example, a brand of small kitchen appliances achieved a 400% increase in average daily GMV with the help of global promotion during the big promotion, and the peak could reach 1.7 million, achieving a jump in sales.
Regarding the effective test of global promotion, the operation of a huge number of Qianchuan products @ Lin Xudong gave a very direct suggestion in the live broadcast of Lianmai:
First, it is recommended that pitchers use it for more than three days, and maintain global delivery throughout the day or live broadcast. Second, if you invest enough to consume, a few dozen yuan or a hundred yuan per day, there is a high probability that you will not be able to feel the effect of global promotion, and it is recommended to consume at least 200 yuan per day. Third, set a reasonable ROI target, directly refer to the system's suggested bid, and set the overall ROI no more than 12x.
For merchants and pitchers who want to continue to increase the volume with the help of global promotion, the most secure solution is to increase the supply of materials, and use the energy released after using global promotion for material production and optimization. At the same time, you can also use the functions of short-term chasing and one-click volume to help the live broadcast room quickly bring traffic in a short period of time. For merchants who have obtained a larger transaction scale and seized the overall track, they can try to lower the overall ROI target of global promotion, and it is recommended to gradually lower the test.
In addition, the founder of Shake Chacha @Bobo told the operating agency,The final foothold of the competition of business is in the people and goods yard. Many new merchants who have newly entered Douyin e-commerce will choose to use global promotion to do advertising, so that they can have more energy for product selection, product selection and material production, and improve the competitiveness of their pallets and materials. For high-end Douyin e-commerce players who want to further refine the operation of people, goods and venues, and carry out matrix store appeals, they can also use global promotion to monitor the market in multiple live broadcast rooms, and improve the overall human efficiency output without increasing the input of manpower.
Conclusion
To sum up, we can see that global promotion has a significant effect in helping merchants expand their business advantages and improve overall ROI, which is also confirmed in the feedback of actual front-line operation pitchers.
In business, being one step ahead of others will inevitably bring advantages. For merchants, finding the "opportunity to get one step ahead" is one of the necessary conditions to obtain excess returns.
I think that with the intensification of supply-side competition for Douyin merchants, the emergence of new "efficiency improvement" products is something that all merchants and operation pitchers need to pay attention to and actively try.
There is a good analogy for global promotion-Manual driving is upgraded to autonomous driving.
The traffic competition of merchants is like a racing race with ever-changing road conditions and obstacles, and ordinary promotion is more like manual driving, which needs to be constantly manually adjusted according to the traffic situation and the situation of the live broadcast room. After using the global promotion, it can be upgraded from manual driving to automatic driving, which can automatically observe and adjust, and intelligently judge when to speed up, helping merchants win better and faster.
In order to help merchants grow their business at the end of the year, a huge number of Qianchuan was launched[The global promotion business broke out in the month, and the impulse at the end of the year was hundreds of millions of red envelopes].Event, at the same time as the impulse at the end of the year, you can also share hundreds of millions of red envelopes, and you can scan the code to learn more about the event.
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