More and more merchants are trying to achieve successful e-commerce operations in the field of live broadcasting, but in this new field of marketing and trading, many merchants have encountered difficulties in the efficiency of live broadcasting. Among them, the most prominent is that there are more impulsive consumers, which has a greater impact on the settlement data of the overall live broadcast room, and there is often a higher GMV of direct transactions, but the actual settlement GMV is relatively low. In order to help merchants achieve benefit growth, Huge Qianchuan has discovered this problem, and launched an innovative delivery product with settlement optimization function - settlement ROI.
Massive Qianchuan Settlement ROI With the optimization goal of 7-day settlement ROI, the system estimates the settlement GMV generated by the paid traffic to the live broadcast room, intelligently regulates the stability of settlement ROI, and stabilizes the settlement ROI and improves the settlement GMV while achieving the running volume. Based on accurate model estimation, settlement ROI can be more fully explored on the basis of the original high settlement rate population, so as to help merchants optimize settlement rates and reduce refund rates.
The first thing merchants need to understand is, what are the specific advantages of settlement ROI?Secondly, how to use the settlement ROI correctly to bring more efficient live broadcast room operation?
SettlementroiWhat are the advantages?
Stable settlementroi, live broadcast roomgmvThe "gold winner".
Non-settlement products mainly focus on "direct conversion brought by promotion", and there are three core evaluation indicators, namely direct transaction amount, number of direct transaction orders and direct payment ROI. In contrast, settlement products have three outstanding advantages:
First of all, the settlement effect is good, and the settlement is directly optimized to solve the problem of high refund and return rateSettlement rate and settlementroiSettlementgmvAfter the data is removed, the data improvement effect is good；Secondly, the quality of the customer base. By deeply optimizing the target link, the model can directly reach those high-quality users with a relatively high willingness to settle, thereby promoting the improvement of settlement data. Finally, the settlement ROI shows the ability to run efficiently and efficiently. Under the broader space for advertising exploration, the competitiveness of traffic has been significantly enhanced, so that the settlement ROI has maintained a stable effect while the running volume continues to increase.
In addition, compared with live room settlement, what is the difference in settlement ROI?Let's start with a formula to make a visual comparison:
Settlement in the live broadcast room = direct settlement amountThe main data indicators include the direct order settlement rate, GMV of direct ad order settlement, and the number of direct ad order settlement orders, which can optimize the most realistic "live room settlement".
Settlementroi= Direct Billing Amount ConsumedIn addition to the three data indicators of live room settlement, the ROI of direct order settlement of advertising has also been added to support the optimization of the most realistic "settlement ROI". Compared with live room settlement, settlement ROI can improve the ability to run volume and more effectively ensure the stability of settlement ROI.
For example, the main content of a live broadcast room is a big beauty and skin care brand with a customer unit price of 199-499 yuan, and the transaction GMV of the live broadcast room is high, but the real settlement GMV after removing the refund is low. At the same time, the brand actively optimizes the live broadcast materials to ensure that the number of infrastructure meets the standard, and the number of mature materials matched by each plan is maintained at more than 5, and the number of settlement plans accounts for more than 50%. In the advertising process, the brand only restricts gender, allowing the system to be fully explored and expanded.
With the help of the settlement product, the brand achievesSettlementgmv+191% and a 55% reduction in the refund ratePlan ARPU +102%.The optimized performance has brought more space for the live broadcast room, and the overall magnitude has also been considerably improved.
SettlementroiHow to use it?
Cost control or large-scale delivery, the two paths are matched according to demand
In terms of specific delivery operations, there are two ways to settle ROI for merchants:
· Control the cost of deliveryThis method mainly improves the revenue as much as possible by setting and adjusting the settlement ROI target, optimizing the stability of the effect or increasing the running volume. In terms of materials, it is recommended to maintain 10 or more mature materials in a single plan. If the merchant has the need to increase the overall store settlement rate through the settlement plan, the proportion of settlement product consumption needs to be increased to more than 30%.
· Large-scale delivery (recommended).In this method, you only need to set the planned budget, and you do not need to set the settlement ROI target, and you need to adjust the budget to achieve the control of the volume speed and delivery effect. In terms of materials, it is recommended to maintain 3 or more mature materials for a single plan. The budget recommendation is allocated to "Live start time" Set the end time of the delivery (it is recommended to match the live broadcast duration).For example, if you live live from 19:00 to 22:00 every day, set the budget allocation for that time period, so that each time period only consumes the consumption target of that time period, so as to bring better running capacity and improve profit margins.
Take an advertising influencer live broadcast room focusing on the daily chemical skin care track as an example, which mainly sells big-name beauty products. In order to reduce the real-time return rate of Dabo, improve the settlement ROI and settlement GMV, and increase the GPM under the premise of accurate crowd and stable effect, the live broadcast room adopted the following optimization strategy: with the help of settlement ROI, in accordance with the solution strategy of "about 83% of the consumption comes from large-scale delivery, about 17% of consumption is self-controlled cost delivery, and bidding is expressed according to the ROI target value recommended by the system", the number of new infrastructure projects in a single live broadcast is not less than 20. In the end, compared with the payment ROI, the settlement rate was +6% and the planned running volume was +28% during the launch period, which brought the live broadcast room to a new level.
In addition to understanding the two major delivery methods, it is worth noting that due to the deeper and more accurate customer group explored, it is a high-willingness settlement group, compared with direct payment of ROI, the settlement ROI target is recommended to be appropriately lowered, which can be set according to the recommended scope of the platform. In addition, due to the deep exploration link, the sample size may be insufficient, and merchants may encounter difficulties in starting volume or short-term over-cost situations in the early stage of launching, so they can be given a longer observation period and maintain patient observation.
The specific usage path of settlement ROI is detailed in the figure below, first create a new plan, then click "Settlement ROI" in the "Delivery Method", and select different methods of "Cost Control Delivery" or "Mass Delivery" as needed, and then set the specific ROI target or budget.
Conclusion
With the increasingly accurate operation of the live broadcast room, Juda Qianchuan hopes that more merchants can solve the problem of business growth with the help of innovative settlement products to settle ROI.
In order to further give back to the majority of merchants, Giant Qianchuan will carry out a red envelope cancellation activity for new users of settlement products for invited users from December 1, 2023 to December 28, 2023. Detailed information about the event can be obtained on the official *** of Giant Thousand River.