TikTok Ad Placement Practical Experience Sharing, Mastering Streaming Ad Channels is Crucial!

Analysis of different parameters for ad placement

1、ROAS

(1) Input-output ratio = output GMV / advertising spend

(2) The capital preservation ROAS depends on your net profit, and if you put the KOLmaterial, you need to pay additional KOL commission;

(3) The most core data of the cast flow: as long as the ROAS is high, to a certain extent, you can ignore any other values.

2, CTR

(1) Click-through rate = click volume / play volume

(2) The higher the click-through rate, the lower your PPC; the base value of 2% = pass; 3% = 80 points; 5% = excellent = 90 points;

(3) the click-through rate of the material can be stabilized at 2.5% or more, the material can be judged as qualified material (conversion rate to determine whether the explosive material).

3、Total consumption

The advertisement group/advertisement material/promotion series spends the consumed advertisement fee.

4、CPM

(1) thousand times to show the cost

(2) The higher it is, the more accurate and valuable it is to your crowd, but it is a false proposition at this stage;

(3) As the performance of the ad group improves, the CPM will correspondingly decrease;

(4) Theoretically, the lower the CPM of high-quality materials, the better;

(5) The lower the CPM, the higher the CTR and the lower the PPC.

5、Display number

(1) The exposure of the material

(2) the average viewing time per person, 5 seconds, 5.5 seconds and 5.9 seconds is a relatively healthy value, less than 4 seconds of this material is very general.

(3) generally found that less than 4 seconds of material, its input-output ratio is generally general, because it shows that a person even 4 seconds did not see, which is not interested in this material, people will be directly row away, that 4 seconds can not show the product selling point, so the average playback time is the longer the better, but this also depends on the playback of this video base, such as only a few thousand base, in fact, can not persuade the customer to go to the termination. to terminate.

6、Click quantity

After watching the material, click on the window/small yellow car crowd

7、CPA

(1) the average cost of payment

(2) the average out of 1 single need to spend how many dollars, capital preservation CPA = your net profit;

(3) For example: 25 dollars of something, the gross profit margin is 50%, that is, 12.5 dollars, but to give 15 dollars to KOL, for example, the remaining 10 dollars, and then this 10 dollars is the capital preservation line. Then the CPA is greater than 10, is a loss, less than 10 is also earn, this is very simple logic, through this can quickly determine whether the ad is a loss or earn.

The Logic of Commercial Ads Placement

1, cast the core objective of the traffic 1: put the volume

The underlying logic of 1 is: only high-quality material can be put! So what are the requirements for releasable material?

(1) The ability to consistently and quickly burn the advertising budget out!

The first thing is to be able to send your budget out very quickly, in the middle of this, if it is said to put more, you will find that there are some advertisers of the material performance can be, but his budget can not be spent, he may spend dozens of dollars, can not be spent, more than twenty dollars found that it can not be spent. There may be several possibilities, one is that the material itself is not as good as imagined, the official system that the material is very general, he does not want to give you a lot of budget. Another possibility is because your bid is too low, the tender pulled up a little bit may be put out.

(2) input-output ratio is positive, the click-through rate is very high, the conversion rate is very high, the structure is very high, all aspects of the data are very high, the higher the average playing time, the better!

(3) Click-through rate can run above 2.5%, above 2.5% can be counted up to 70 points, if it runs up to 80 points now, at least one deletion. Click-through rate should be deleted at least one, but there is no way to decide, for example, this material has been running very stable, the input product is very high, but there are some advertisers is less than 2%, but his input-output ratio is as high as ever!

2, high production

The underlying logic 2 is: in the testing phase, the price, fan image, interest labeling, etc. are tested in place to have high production!

New product period to get a high price to get exposure, after the volume up to gradually lower the price, to improve production; different price segments match the crowd is not the same, the price is not the lower the better; advertising group is through the cast or add interest labels or adjust the fan image, everything has to be tested for the standard results.

3、Continuous release

The core underlying logic is: you have to continue to have the output of material that can be released and high production!

Continuous output will have to continue to send samples to KOL, just need to gradually improve the standard of KOL; continuous output will have to own/outsource shooting tasks! KOL video is not stable, they know how to Hot Selling Items; each pop-up material pop-up cycle is limited, pop-up traffic ceiling also exists; have to continue to dismantle the latest pop-up material, to get pop-up scripts distributed to the new KOL, so that not different KOL in different scenarios and environments; the same footsteps to replicate the pop-up material is the optimal solution to reproduce more similar, homemade material, the same reason!

4、Product competitiveness = conversion rate = high output

Any period of time, lower than the customer’s psychological perception of the price of the general can bring high conversion, but have to be in the right time with the highest production; product competitiveness itself has to be able to video/picture simple and direct exhibition of modern communication to the customer, otherwise it is a lute; advantages have to be intuitive and quantifiable, the mouth said good is not good, there must be a clear visual communication and intuitive comparison of the demonstration!

How does Casting Streams do daily optimization?

1, reduce the daily ad group empty burn, is to improve the production ratio

TikTok U.S. area of the general traffic environment is destined to every day’s traffic is not the same. So we have to face up to the “one day God, one day ghost” ad group every day; even before the good ad group have to keep an eye on, or empty burning; even out of 1-2 single ad group there is a fluke, but 3 single and more corresponding to the ROAS basically trustworthy; every day there must be a certain proportion of empty burning, you have to do is to reduce the amount of empty burning and the number of empty burning ad group for each ad group. What you have to do is to reduce the amount of empty burning and the number of empty burning advertisement groups in each advertisement group.

2、Quality program should be released in time

Duplicate quality advertisement group, there are 3 types: duplicate as it is, lower the price, add labels; enhance the budget of quality advertisement group on the same day, more than 3 singles can be added directly to the direct 100-200 dollars.

3、How to deal with the plan that can’t run?

Add the budget to raise the flow rate; directly add the bid.