Source: Houchang College
Students who are doing a huge amount of clue collection, are you ready to switch to local push?
Since last year, a huge number of direct customers have been constantly notifying advertisers, and since April 22 this year, the goal of local push lead collection has been fully launched.
At this time, is there anyone who is starting to worry? Worried that they don't understand the new feature, worried about the effect?
It's not necessary, because at present, the functions of the local push background and the AD background are basically the same, and the learning cost is still relatively low.
There may be some students who don't know much about local push, so I'll share with you how to operate the background of local push clue collection.
PART 01 CREATE A NEW PROJECT
In the toolbar of the huge local push background, you can see: group purchase promotion, global promotion, and lead promotion, and you can directly select lead promotion.
After clicking, enter the page and select "General Investment Advertising" - "New Project"
After that, you will enter an interface, which is set up in the same way as the display interface we used to on the AD platform.
Ad type: general advertising
Delivery mode: Divided into manual delivery and automatic delivery
Marketing scenario: It can be a short video + graphic text, or it can be in the form of a live broadcast
Promotion content: At this stage, the promotion content can only be "push products", if you want to "push the store", you need to add white in the follow-up, and the "push store" in this can only be the push single store.
After adding the product, you need to choose the optimization goal, which is a little different, there may be a variety of conversion goals on the AD platform, but the local push platform currently only supports two conversion goals. The "lead acquisition" is actually the form submission in the AD background.
There are two types in the promotion content section: "product detail page" and "Douyin private message page".
Product detail page: After the user clicks, the product page will be directly redirected, and there will also be a detailed retention component on the product detail page.
Douyin private message page: After the user clicks, he or she will directly enter the private message conversation page
In the user orientation part, it is the same as the AD background, except for the lack of "talent orientation" (although it is not very commonly used), so I won't elaborate too much here, just choose according to your own business.
PART 02 CREATE A NEW AD
After creating a new project, you can create a new ad, and you can directly click the "+" sign on the right to add a new ad.
The second step is to bind a Douyin account, how to bind the content of the Douyin account, I will share it with you in detail in the follow-up content, if there is a bound Douyin account, you can choose it directly in the drop-down menu.
After the Douyin account is set, you need to add materials, at present, the materials support two forms: graphics and videos, select "Add video" will pop up the list of materials, select your materials.
After the material is added, there will be a preview on the right side of the screen, and then follow the prompts to add "Title", "Product Name", "Product Main Image", and "Product Selling Point".
Once your listing is set up, select "Creative Component", "Call to Action", and "Capital Retention Component".
The difference between this and the AD backend is that you need to add a "capital retention component" instead of choosing a landing page.
Finally, it's time to set your budget and bid for your ads.
The above is the content of the local push clue collection part, and I personally think that the biggest change is: I'm not sure if I can use my own landing page in the future.
Now it is necessary to carry a content similar to a landing page before the creation of the "retention component" in order to collect and deliver leads, and the content of the component is priced, that is, visitors can see the price of the product to determine whether to retain capital.
This will inevitably lead to a decrease in the retention rate, which will be more costly, but also higher in quality.
Therefore, in the future, it is necessary not only to roll the material, but also to roll the price.