What is the underlying mechanism of 1- Qianchuan launch?
Give a chestnut: when a user brushes a video, he will brush a certain number of information flow advertisements, which is an advertisement display opportunity. Every time he meets such an advertisement exhibition opportunity, there will be n advertisements competing for this exhibition opportunity, but who will win in the end, and the system will rank the advertisements competing for the exhibition opportunity according to the ECPM value.
Three factors affecting the value of ECPM
ECTR (expected click probability of users on advertisements)
ECVR (expected conversion rate after users click on advertisements) and bidding algorithm.
ECPM = East CVR* Bid * 1000
2- Improve the interaction between powder transfer and retention.
Choose similar conversion targets when launching, such as fan promotion and comments.
Optimization of voice and commodity quality
Material optimization
3) Will the guest list in the single product live broadcast room affect advertisers?
Single conversion cost?
Conversion cost = advertising consumption/conversion times brought by advertising
The customer unit price will affect the conversion level and conversion cost of the whole live broadcast room.
4) How do you plan to launch it when it just started broadcasting?
There are no special circumstances, it is recommended to broadcast at a fixed time every day, which is conducive to establishing a fan base.
After the time is determined, you can select a fixed time period or a half-hour time period for the dimension.
If you choose all-day or fixed duration, you can suspend the plan and start the delivery according to the rhythm of the live broadcast room after the capacity is increased.
5) How does intermittent flash Gou choose the optimal transformation target?
Under the Qianchuan system, priority is given to the order conversion between live broadcast rooms, and the overall roi is high.
You can choose other conversion objects or double conversion objects according to the marketing rhythm of the live broadcast room.
6) How to make up the amount when you plan to run?
Once the account plan is created, what the pitcher should do is to keep it updated and give full play to the expanding and exploring ability of each idea, so as to observe the data presentation brought by different ideas, and keep appropriate supplements in daily operations to prevent the idea from slipping.
If the idea itself is difficult to achieve a stable effect, then the overall account effect is also difficult to stabilize, and it is easier to find high-quality ideas by establishing more plans. The account with unstable advertising promotion effect has greater demand for creativity, and the advertising scheme must be upgraded until the quantity increases.
7) How to read the data in the live broadcast room?
A huge amount of Sichuan can be based on a live advertising plan.
View the data of the live broadcast room in the planning dimension.
You can also view the live data according to the tool-Live Today.
Follow-up online live advertising large-screen products can also view live data.
8) What indicators should we focus on?
Generally speaking, the index of attention is based on the transformation goal. For example, it is recommended to pay attention to the conversion data when placing an order in the live broadcast room, and pay attention to the click data of the product when clicking in the live broadcast room. The overall data suggests paying attention to GPM and transforming ROi into Ben.
The calculation formula of target output ratio ROi: ROi=GMV/ consumption.
9) What is the reason why Qianchuan account is unavailable?
There is no amount at all, almost no exposure.
(2) Just launched, but this is always higher than the bid. It is planned to run for two days before S.
The problem of insufficient accounts exists in all advertising platforms.
At present, it is mainly influenced by three dimensions:
Material quality, commodity quality, planned quantity
It is suggested that the optimization of these three dimensions should be the main optimization direction, and the settings of delivery, re-delivery and bidding should be optimized at the same time.