1. Thousand River BUG1#
- Volume delivery does not actually increase volume. For example, when professional version is used for delivery, selecting volume delivery with a budget of 1000 may only consume 250-300 and stop. Through testing, it has been found that the maximum consumption is only 30-40%, and it stops running. Therefore, in order to increase volume, the budget should be set as high as possible, instead of only setting a budget of 300 for one plan.
- Whether entering the live broadcast room or clicking on the live broadcast room product in the rapid promotion, the estimated number of live broadcast room views is the same. As long as the total budget is 300, whether entering the live broadcast room or placing an order in the live broadcast room, the total number of live broadcast room views is the same. Therefore, in rapid promotion, it is generally only necessary to select placing an order in the live broadcast room.
2. Purpose of rapid promotion → Quick volume increase → Suggested duration of 0.5 hours for delivery.#
For old accounts with e-commerce labels: The most accurate audience is the one recommended by the intelligent recommendation system, so do not customize the audience.
3. Creative tags#
Creative tags are very important, and it is best to select 20 words (no category of creative tags should have fewer than 20 words). The words are divided into primary category words, secondary category words, and tertiary category words. You can find these words in the audience package in the feed, such as the effect words, pain point words, brand words, peer words, popular words (play), hot words, and some big words (happiness, beautiful) for the beauty category.
4. How to build better plans and quickly increase GMV#
- Preparation
Set up the ad group and plan half an hour before the live broadcast.
Delivery strategy
1) Create plans for different audience packages: KOL targeting, interest behavior#
- Interest behavior:
Most accurate → 7-day e-commerce behavior, referring to the audience who have had similar behaviors on all platforms in the past seven days. Behavior refers to actions that have already been taken; interest refers to potential interest in these actions. - KOL targeting:
Target your own fans. (Note: The fans given in the live interaction are not your own fans, but the viewers who have interacted with the live broadcast room, commented, and rewarded. These people may not be your fans, but they are acquired through our previous plan delivery, which can form an effective secondary reach.) The click-through rate determines the bidding speed of a plan, provided that the live broadcast room has sufficient data on TikTok. For the second reach of fans, a lower price can trigger the action. Use the viewers of the live broadcast room to reach the audience who have interacted with your own live broadcast room. The click-through rate of this plan must be very high, and these fans can definitely drive the stay time in the live broadcast room.
2) Thousand River BUG2:#
If the click-through rate of a single plan is high, the click-through rate of other plans will also increase.
When running the data model, testing is definitely required. A few hundred yuan cannot test anything. It is recommended to set a budget of 2000 yuan for each group. If a plan performs well but only consumes 400 (1/5), it is normal. If the plan performs well, it can be run again the next day, and the price can be reduced by about 10%.
3) Thousand River BUG3#
Thousand River can modify unfinished plans, change the time, and run them again, as long as the budget for the previous plan is set high. It is likely that a slight change in price will cause the plan to stop running on TikTok. (Note: After today's plan has passed the learning period, when the volume is quickly generated and the click-through rate is high, the first thing to consider is the cost per mille, and then the click-through rate.)
5. Delivery rhythm: Pay attention to pausing slightly#
Avoid competing with organic traffic. Do not start Thousand River during the first wave of organic traffic in the 15 minutes before the live broadcast. Wait until the first wave of organic traffic comes up before starting.
For example, create 50 new plans for each live broadcast. After the first 15 minutes of the live broadcast, start these 50 plans. Then, when it reaches the 30-minute mark, the traffic will peak. At this time, you can close some of the 50 plans, and when it reaches the 40-minute mark, when the organic traffic has also increased, select the top 10 plans from the previous day's 50 high-quality plans to run today.
6. Video creative and direct live broadcast should be delivered together#
When Thousand River points to creative and the audience defined by the plan is on the same page, it means that the same audience can choose both the live broadcast room screen and the video delivery. This means that the same audience can be targeted with both video and live broadcast in the same plan; when delivering video creative, it can also result in placing orders in the live broadcast room. Place the hot-selling products in prominent positions, and use the video creative to deliver orders in the live broadcast room. Immediately after, let the same audience run the live broadcast in the second plan, directly targeting the live broadcast room and using shopping cart clicks to run. Some of these audiences have just seen the video, placed orders in the live broadcast room, and then clicked on the shopping cart to enter the live broadcast room, resulting in a second reach. Then, in the third plan, use the viewers of the live broadcast room to run the audience who have watched the live broadcast, achieving a third reach.
- Core logic:
The premise of constantly reaching the audience is to reach them for the first time. Use the most expensive traffic, the accurate system traffic given by the live broadcast room placing orders, to reach me. Then use cheaper traffic to obtain more accurate traffic.
7. Thousand River BUG4#
Thousand River traffic is recalculated every day at 24:00. You can "freeload" system traffic during this time period.
- Method of "freeloading" traffic:
Before midnight, start Thousand River and assume a display volume of 300,000. Thousand River will approximately deliver a display volume of 30,000 for every 300,000 display volume, requiring more than 20,000 yuan. When it is close to 23:50 and the live broadcast is about to end, close all Thousand River live broadcast rooms. After 12 o'clock, even if you don't start the live broadcast, the system will still give the live broadcast room an approximate display of one to several thousand. You can "freeload" about 7%-10% of the system's display.
8. Practical tools of Thousand River#
Real-time live data → Today's live broadcast: but often inaccurate
9. Thousand River BUG5#
If the money charged on the Giant Application platform, the account cannot be recovered temporarily if it is banned.
10. Factors affecting Thousand River delivery#
Small store weight, reputation score, e-commerce weight, live broadcast room click-through rate, short video click-through rate