Tik Tok advertising consumption is not enough? Learn how to break through the account traffic level in one article

This article shares the understanding and specific operations of the account traffic level series, providing experience sharing for novice traffic operators. It is recommended for people who are interested in traffic delivery.

1. Qianchuan Traffic Operator

Account traffic level, account model, and delivery plan are the three core factors of delivery. This is a process from macro to micro, and the more macro, the more important.

A pitcher who only understands the delivery plan is an experienced pitcher. He knows the process of building a plan but has almost no technical and methodological accumulation. A pitcher who understands the account model is an excellent pitcher. He has his own delivery strategy and can find the core in the data. His ability is limited to thousands of rivers, but such a pitcher can basically open up a gap with the surrounding pitchers in terms of ROI.

A pitcher who understands the traffic level can be called a traffic operator. His ability is beyond thousands of rivers. He looks at the traffic of the entire project. Such a pitcher is not only reflected in ROI, but more importantly, in the gap in traffic. I position myself as a traffic operator, constantly controlling the paid traffic and natural traffic of the live broadcast room. My daily work is to switch between the two traffic modes.

At different time points, an account can increase the payment to make the overall operation rhythm a paid model, or increase the natural traffic to make a paid auxiliary amplification model. For example, during the recent Double Eleven, the account traffic pool was increased by payment, and then natural traffic was used to undertake it. In the middle, the paid operation rhythm was changed to the natural traffic operation rhythm. In this process, the online number of the live broadcast room will increase steadily by 3-5 times. An account with 100,000 daily broadcasts can be stabilized at 300,000 daily broadcasts after the increase.

2. How to understand account flow levels

Every account has a consumption bottleneck, just like the traffic level of a live broadcast room. We cannot see this bottleneck, but we can roughly judge that it is within 2 times of the account's daily average consumption line.

The data of the plan shows that the plan died when it consumed 1,000 or 2,000 yuan. It passed the learning period, but it could not be consumed into a large plan. The biggest reason is that the traffic level is not enough, and the system's exploration of the paying population is in a small circle and cannot break out.

Once you break through, ROI starts to decline, and this decline forces you to slow down consumption, and then you return to this cycle. From a broader perspective, breaking through the traffic level is accompanied by a decline in conversion quality, which is normal. The next step is critical, and you must quickly find people with more accurate conversion quality in the new level.

Most pitchers get stuck at this step. The speed of finding accurate people is too slow, the ROI is too low to last for a few days, and the consumption cannot be broken through, entering an endless cycle. The subsequent operations will be chaotic, and they don’t know how to view the data and how to build a plan.

3. Two ways to break the traffic hierarchy

The first is to accumulate enough, high-quality, and precise groups of people before breaking through the traffic consumption level, that is, to increase the ROI first. For example, if the daily ROI target is 3, then strive to achieve 5. Of course, the higher the better. The higher the ROI, the higher the consumption tolerance rate. The consumption increases, and the reduction in ROI can still be supported, which can support your operation. If your ROI does not even reach the target, it is difficult to support breaking through the traffic level. The core of breaking through the traffic level is to achieve high ROI first. The high ROI that most people see is just to increase production, which is shallow and too shallow.

Invest one step, look two steps ahead, think three steps ahead, and the entire long-term delivery strategy must be determined from the beginning. The second is to make strategic losses before breaking the traffic consumption level. Regardless of the crowd and production, first raise the level and directly invest in large consumption. The last person who did this was Mr. Luo, who sells pre-prepared meals. A new account spent tens of millions a day. An account that does this does have obvious effects in the future, but this kind of budget is basically impossible for everyone to copy.

The losses are less, and the level pull is not obvious, which is the pain point of the second method. Moreover, the wider the crowd is in the early stage, the more money will be spent to correct the crowd in the later stage, and a lot of money will be wasted in this process. In fact, there are a large number of accounts doing the second method, but they are in the game without knowing the game.

To put it simply, the second type is to make the traffic flow precise first, then make it general on the basis of precision, and then make it specific in the process of generalization. The result is that consumption and ROI increase steadily.

4. Will the plans compete with each other for volume?

From the perspective of planning, each plan has a corresponding ecpm value, and they compete with each other in the market, rather than competing with each other. But in actual operation, it is often encountered that one plan is closed and another plan is consumed. From the perspective of planning, it is not explainable, and it must be considered from the perspective of traffic level. Qianchuan account traffic level is low, so there must be competition between plans.

If the traffic level of Qianchuan account is high, then we can ignore the competition between plans. It is still a matter of volume. If there are more small wolves and less meat, and if there are enough large meat, then we can ignore the problem. So do we need to consider the competition between plans when we run the account on a daily basis? The answer is: consider it when creating a plan, and don't consider it when running the plan. When creating a plan, the principle of fine planning is followed. The fewer plans, the easier it is to cultivate a large plan.

The first wave of consumption given by the traffic level of an account is certain. This wave of consumption should be divided into plans with as few plans as possible. The more single plans are allocated, the more orders can be converted, and the easier it is to run the plan. If the account can accept slightly lower conversion data at a certain stage and get more plan data, you can create more plans in this case. For example, for a new account or testing materials, it doesn't matter if you create ten or eight more plans, but you cannot create hundreds of plans in batches.

Another thing to look at when running a plan is not whether it will grab the volume or not. The core is not here. If you judge a plan by the volume, you actually make a big mistake, that is, the plan has no data standard and no ranking standard. We should not look at whether there will be a rush for volume between plans, but set a data standard for the plan. If it is achieved, it will be retained, and if it is not achieved, it will be closed. When the ROI target is 3, the minimum ROI standard will float down by 20%, that is, ROI2.4 can run a large number of plans. In this process, regardless of whether the plan grabs volume or not, the standard is here.

The specific degree of rushing volume cannot be measured, so it can be replaced with an actual data standard. Using the standard to measure the switch of the plan is an optimization action that can be judged by clear data. There is another situation where there are several plans that meet the standard. Do you have to keep them at this time? What should I do to rush volume? In fact, it is also very simple. Set the standard higher and turn off the plans that do not meet the standard. In this way, even if 100,000 is consumed a day, 3 main plans are enough. Setting a data standard for the plan is one of the most important tasks of a pitcher.

5. Account Consumption Limit

When running an account, you will often encounter a situation where the consumption is very stable and never goes up. The daily consumption is stable at a level of several thousand or tens of thousands. During the running process, no matter whether you plan to build more or less, the consumption is stable at around the same level. If the anchor is unstable, the consumption will decrease.

There is a definite conclusion that can tell you that creating more plans will not increase your consumption, nor will it allow your account to break through the level. Now let's consider a question, what factors determine the upper limit of the account's consumption? There are mainly three factors: anchor conversion, explosive material, and plan operation. As a pitcher, you must not rely on the first two factors. If you rely on them, you will be unemployed soon. Building your own abilities on others will not be of high value.

However, you need to understand how the anchor can make adjustments to make the plan run better, as well as the ability to identify explosive materials and produce explosive materials. This article mainly talks about the third plan operation. For example, if your account has been consuming 20,000 yuan a day for a long time, how can you increase it to 100,000 a day? Another prerequisite is that the bidding ability has not increased significantly, there are no new explosive materials, and it is still operating on the old materials. To break through the current consumption status quo, you need to change the crowd and make more dimensional data available to the plan by significantly changing the plan.

In other words, if you want more consumption, you need wider data. Qianzhan originally had a stable consumption of around 50 yuan, but now people from 50 to 300 are coming in, and the data needs to be more, and then quickly select a Qianzhan crowd that meets the target consumption. It may be 80, or it may be 150, breaking the original data link, from stable to unstable, and then quickly from unstable to stable. So if you want big changes in daily delivery, there will be big fluctuations in data. This is a normal imagination, not running away or running out.

The way of thinking that if the consumption increases, the ROI will increase is wrong. The reason for the error is that the probability of this situation is too small, and it is not a universal principle. If you encounter this situation once by chance, you will conclude that it will go further and further down the wrong path. When building a plan, there are three elements that break through the upper limit: plan type, targeted coverage, and explosive materials. The plan type is very important, and you must understand the quality and quantity of the people corresponding to different plans.

For example, the professional transaction plan and the professional payment ROI plan have average quality but large quantity, while the payment ROI plan has high quality but relatively small quantity. For targeted coverage, we use the number of people covered as the standard. The fewer the number of people covered, the higher the quality, and the more the number of people covered, the lower the quality. The factor of explosive material has been excluded in the prerequisite. Then cross-use the plan type and the targeting to increase the consumption limit. We should choose a plan type with a large quantity, that is, a professional transaction plan, and let the targeting control the quality.

If you want the largest volume and lower your ROI expectations, use a professional transaction plan with general investment. If you want the largest volume but don’t want to lower your ROI, use a professional plan with narrow targeting (build more targeting to see the volume and ROI capabilities). If you choose a professional payment ROI plan at the beginning, you’ve made a wrong first step. If you make a mistake in the first step, you’ll be confused after taking a few more steps.

6. Relationship between consumption and cost

The most troublesome problem of running an account is that the cost exceeds the limit and cannot be reduced. Whether an account can exceed the cost in the early stage to gain volume, you must pay attention to the traffic level. If the traffic level cannot be quickly improved, the conversion cost is likely to be unable to be suppressed within the profit cost. In other words, if the cost exceeds the volume, the account traffic level must be quickly improved. In short, if the cost exceeds the cost in the early stage to run the volume, it is necessary to expand the account consumption, increase the upper limit, and raise the level.

The direct change brought about by the improvement of traffic level is that the first wave of paid traffic after the broadcast becomes larger. The larger this wave of traffic is, the easier it is to run the plan. The optimization action to reduce conversion costs is to reduce bids, not to increase ROI values. The plan can reach the price reduction standard of consuming no less than 500 yuan per hour. Remember this standard and you can reduce the bid slightly.

If the plan is a wave of volume, with occasional consumption of hundreds or thousands in one or two periods, there is no room to lower the bid. If your goal is to lower the bid, this plan should be closed as soon as possible. Now it is clear that whether your cost can be reduced depends on whether the single plan can run big, and whether the single plan can run big depends on the level of account traffic.

Let's take an example of specific operation: for example, if the live broadcast room sells a product for 99 yuan, and the plan is to sell it for 120 yuan to have volume, at this time, you must run a few thousand more consumption in excess of cost, and never spend a few hundred yuan every day, thinking that you are losing money and are reluctant to spend money. Such a blunt knife will only make you spend more ineffective consumption. Instead of dragging a few hundred ineffective consumption every day for a month, it is better to spend a few thousand every day for three to five days. The account is already running at a cost-exceeding volume, and the first thing to do is to increase the account traffic level.

When the account traffic level is up, the plan consumption is high before it can be slowly reduced. Improving the level does not reduce the cost by 100%, but if the account is not improved by 100%, it will be slowly worn out. After consumption, plans will gradually come out. At this time, the bids can be slowly reduced, the prices of old plans can be reduced, and the bids of new plans should also be reduced, especially the plans created before the broadcast. In this process, all the transaction plans are used. When the cost can no longer be suppressed at a certain stage, you can switch to the payment ROI plan and test the cost by ROI.

If the measured cost is lower, the ROI plan can be fully transferred. The bid is the biggest anchor point in the transaction plan. The system finds people based on the bid, and the people finally found are those within the bid range. Otherwise, the people who can be converted but are not within the bid range will be lost. The people who are not within the bid range will reflect the ROI as very low or very high. If the ROI is very high, the volume is unsustainable, and if the ROI is very low, the cost is too high. This is the core point of the transaction plan and the problem. This problem cannot be changed. Every plan must have an anchor.

If you change to a paid ROI plan, you don't need to use the bid as an anchor to find the crowd, but use the system's estimated ROI as an anchor to find the crowd. The conversion cost you get is a different number. The conversion cost is the final result of the anchor. Compared with the transaction plan, the click-through rate, conversion rate, and thousand exhibitions have changed, and a group of people may be completely different.

Author: Chen Shiyi

Source: WeChat public account "Knife Skills Research Institute (ID: DigipontClub)"