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直播有兩種投放渠道，一是視頻號推廣小程序，可在小程序與朋友圈進行推廣，官方一直沒推，用的人比較少，效果應該很一般。二是視頻號直播創(chuàng)作者流量包工具，目前是好的一個投放工具，有付費投放需求的老板都是使用這個，包括服務商也是用這個工具，支持微信豆或流量券兩種方式進行付費投放。三是騰訊廣告部門的投放，也就是廣點通，主要推廣陣地是朋友圈信息流跟其它騰訊系媒介。

There are two channels for live streaming, one is the video account promotion mini program, which can be promoted on the mini program and Moments. The official has not promoted it yet, and the number of users is relatively small, so the effect should be average. The second is the video account live streaming creator traffic package tool, which is currently a good advertising tool. Bosses who have a demand for paid advertising use this tool, including service providers, and also use it. It supports both WeChat beans and traffic vouchers for paid advertising. The third is the advertising department of Tencent, also known as Guangdiantong, which mainly promotes the flow of information on Moments and other Tencent media.

流量券有兩種，一種是商家激勵券，商家往直播間導入私域，大于50人就能獲得激勵券，可用于下場直播投放，該券只能用于投放自身號的直播，不可投放別的直播間。同時知名品牌如果獲得冷啟動的券也是屬于這種券，只能用于投放自個的直播間。另一種券就是服務商的獎勵券了，可用于投放綁定在旗下的任何一家直播間，算是官方給到服務商去扶持旗下直播號的獎勵，但這種券禁止買賣，派發(fā)后的券是無法轉(zhuǎn)移的。

There are two types of traffic coupons, one is the merchant incentive coupon. Merchants can import private domains into the live broadcast room, and if there are more than 50 people, they can receive incentive coupons, which can be used for the next live broadcast. This coupon can only be used for the live broadcast of their own account and cannot be used for other live broadcast rooms. If a well-known brand obtains a cold start coupon, it also belongs to this type of coupon and can only be used to advertise in their own live broadcast room. Another type of coupon is the service provider's reward coupon, which can be used to advertise any live broadcast room bound to it. It is considered as an official reward given to the service provider to support their live broadcast account. However, this type of coupon is prohibited from buying or selling, and the distributed coupon cannot be transferred.

關(guān)于投放時間

Regarding the launch time

投放的時間點很關(guān)鍵，針對用戶人群空閑刷手機的時間點。晚上黃金時段競爭很大，流量比較難投得出去，后半夜競爭會相對小些，早上也是一個不錯的時間點，這個主要看用戶人群的起居時間點。

The timing of advertising is crucial, targeting the time when users have free time to browse their phones. There is a lot of competition during the prime time of the night, and it is difficult to invest in traffic. The competition will be relatively small in the latter half of the night, and the morning is also a good time point, mainly depending on the living time of the user group.

投放時長，跑轉(zhuǎn)化的包可以選擇大時長，跑量的包可以相對短些，總之一批包里面，需要有些時長較長跟有些時長較短相結(jié)合

The duration of advertising and conversion can be chosen for packages with larger duration, while packages with higher volume can be relatively shorter. In short, within a batch of packages, a combination of longer and shorter duration is required

關(guān)于推廣目標

About promotion goals

觀眾這個只跑量，基本沒啥轉(zhuǎn)化，但投放策略中需要用到來充當跑量的角色。商品點擊之前轉(zhuǎn)化效果很好，現(xiàn)在也只能用來跑量了，轉(zhuǎn)化差了很多

The audience only has a certain amount of traffic, with little conversion, but in the advertising strategy, it is necessary to use arrival as the role of traffic. The conversion effect was very good before clicking on the product, but now it can only be used for traffic, and the conversion is much worse

互動轉(zhuǎn)化主力軍，猛懟這個就對了漲粉競價很高，效果也不怎么地，少用熟練掌握四個目標的具體應用場景跟效果數(shù)據(jù)，靈活結(jié)合運用，才有可能投出好的效果

The main force of interactive transformation, fierce competition is the right way to increase followers. The bidding is very high, and the effect is not very good. It is less necessary to proficiently master the specific application scenarios and effect data of the four goals, and flexibly combine them to achieve good results

關(guān)于觀眾類型

About Audience Types

年齡40歲以上下沉城市的中老年人占比高達60%以上，要了解他們刷微信的時間點，不同于年輕人，視頻號上就兩種人，年輕人要么刷游戲要么刷秀場，中老年人除了看知識直播就只有刷帶貨直播間了，很少去刷秀場或游戲的，年紀過了。性別上肯定是女性占比大頭，男人不如狗，購物消費這種事永遠要忘掉男性同胞。城市的選擇，有時并不能以常規(guī)的認知去選擇所謂的一二線城市消費力高，當跑不出量時，完全是可以全放開的興趣的選擇，一般可以選擇購物類目下的所有，我的理解就是這個類目下的人都有過購物體驗，至少知道如何下單，同樣跑不出量時就全量放開主播觀眾，這個是在某個直播間結(jié)束后下方的推薦區(qū)域里或刷直播廣場同類型相關(guān)聯(lián)出現(xiàn)，目前還未能確定能起到多大作用，無法驗證

More than 60% of middle-aged and elderly people in urban areas are over 40 years old. It is important to understand the timing of their WeChat browsing. Unlike young people, there are only two types of people on video accounts: young people either browse games or fashion shows, while middle-aged and elderly people only browse live streaming rooms for product promotion. They rarely browse fashion shows or games, as they are too old. Gender is definitely dominated by women, and men are not as good as dogs. Shopping and consumption should always forget about male compatriots. The choice of city sometimes cannot be based on conventional cognition. When the consumption power of so-called first and second tier cities is high, it is completely a choice of interest that can be fully opened up. Generally, one can choose all under the shopping category. My understanding is that people in this category have had shopping experiences, at least know how to place orders, and when the volume cannot be reached, they can fully open up the anchor audience, This appears in the recommended area below a certain live broadcast room or in the same type of association as the brushing live broadcast square. It is currently uncertain how much effect it can have and cannot be verified

關(guān)于投放策略

About advertising strategies

好的投放效果是建立投放策略，而不是認為建立具體固定參數(shù)的一條投放。

A good advertising effect is to establish an advertising strategy, rather than relying on specific fixed parameters for a single advertising campaign.

3條預約投放包是有作用的，往往這3個包的效果會是好的，要多注重預約包。不要認為今天的一條投放數(shù)據(jù)很好，明天復用投放就一定數(shù)據(jù)也會好。

Three appointment placement packages are effective, and often the results of these three packages are good. It is important to pay more attention to appointment packages. Don't think that today's advertising data is good. If you reuse advertising tomorrow, the data will definitely be good.

不要同時建一模一樣的多條投放，效果不一定就好。

Do not build multiple identical releases at the same time, the effect may not be good.

不要礙于投放預算，只建幾條投放，一定要建多條投放同時去跑。從消耗上看效果可能會更好，根據(jù)ROI去衡量。

Don't be hindered by the investment budget, only build a few investment projects, be sure to build multiple investment projects and run them simultaneously. The effect may be better in terms of consumption, measured by ROI.

一批投放中好有的是負責跑量，有的負責跑轉(zhuǎn)化，高低價相結(jié)合。

In a batch of placements, some are responsible for sales volume, while others are responsible for conversion, combining high and low prices.

現(xiàn)階段關(guān)鍵要能跑出量，能跑出量的包，ROI大概率不會差到哪去，除非你直播間跟品真的很差。

At present, the key is to be able to run a certain amount of data, and the ROI of a package that can run a certain amount of data is likely to not be much worse, unless the quality of your live broadcast room is really poor.

ROI再高，跑不出量，等于廢，數(shù)據(jù)好看而已，終效果并不等于好。

No matter how high the ROI is, if you can't run the volume, it's equivalent to waste. The data is just good, but the end result is not necessarily good.

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