Chinese Douyin Search Advertising: How Can New E-commerce Products Get Through the Cold Start Period with Search?

Douyin Search Ads refer to the advertising format on the Douyin platform where ads related to an advertiser's products or services are displayed based on search keywords or relevant topics. This approach leverages Douyin's powerful search engine technology and user behavior analysis capabilities to accurately deliver ads to target audiences, thereby enhancing advertising effectiveness and conversion rates.

For e-commerce new products, how can they quickly get through the cold start period? Below are some practical advertising products and solutions.

E-commerce merchants can utilize Douyin Advertising products such as New Customer Assurance Ad, Product Card, and New Product Acceleration to swiftly overcome the cold start phase and improve the performance of search ads from the entry stage to the operational stage.

1. New Customer Assurance Ad

New merchants often worry about lack of traffic and difficulty in generating orders during the entry stage. The New Customer Assurance Ad provides first-time search ad advertisers with a 7-day search traffic support, helping new merchants quickly navigate the cold start period and achieve product orders.

2. Product Card

After entering the platform, how can e-commerce merchants achieve stable operations in the shelf-based marketplace? The Product Card for shelf-based search is an essential tool for shelf-based advertising. It offers low creative production costs and more direct operational results. For example, Bestore leveraged Product Cards to promote products with existing sales records, testing multiple plans with variations for a single product. As a result, weekly GMV increased by 110% compared to the pre-use period, and the ROI for Product Cards reached 2.5+.

3. New Product Acceleration

In long-term operations, seasonal changes and product updates often lead to new store listings lacking historical data and struggling to gain organic traffic. Merchants can use the New Product Acceleration product, which provides strategic support from the platform to help achieve quick initial sales. According to platform statistics, New Product Acceleration can effectively reduce the time to first order by approximately 24%, while single campaign performance improves by 58%.

The use of these Douyin search ads products can help e-commerce new products quickly overcome the cold start period on the Douyin platform, enhance advertising effectiveness and conversion rates, and achieve merchants' operational goals.