The most comprehensive guide to Kuaishou information flow advertising

Kuaishou is a well-known short video application platform in China. It has 100 million daily active users and over 700 million total users. Short videos are also the hottest mobile product nowadays and have attracted a lot of attention from netizens.

Therefore, today we will explain the Kuaishou information flow from three aspects: channel characteristics, operational matters and common problems.

1. Characteristics of Kuaishou’s information flow channel

1. Advertising platform : Kuaishou APP

2. Advantages : Various targeting methods and a large number of active users

3. Disadvantages : Depends on the quality of video material, and traffic fluctuates greatly

4. Advertising suggestions : All industries

5. Display location : user discovery page, video playback page, landing page/app market

6. Orientation method :

01. Commercial interest: intelligent recommendation or crowd interest

02. DMP crowd package: conversion crowd data package, theme crowd package, expansion crowd package, etc.

03. Internet celebrity fans: Based on the categories of Internet celebrities on Kuaishou, identify the fans who follow Internet celebrities

04. Interested video users: Target users based on the video tags preferred by Kuaishou users

2. Kuaishou Information Flow Operation Matters

1. OCPC placement precautions :

01. When investing, the initial target cost can be about 0.5 yuan lower than the acceptable cost. The target cost price can be increased after the volume increases.

02. Use interest targeting or DMP + OCPC. Since the target audience is small, the initial target cost is slightly higher than the acceptable cost.

03. It is recommended to run the campaign all day in the early stage to test the conversion effect at different time periods and ensure comprehensive data collection

04. Do not adjust the price within 3 hours. It is recommended to adjust the price at most once within 2 days (requires certain data accumulation)

05. After creating OCPC, try not to make major adjustments. The degree of impact of adjustments on the model is: change speed < change period < change direction

2. Kuaishou Information Stream OCPC Compensation Rules

1) The compensation period includes the day when the ad group first starts to consume and a total of 7 natural days thereafter. For example, if an ad group is created on October 20 and consumption starts for the first time on October 21, the delivery period included in the compensation is October 21 - October 27.

2) Within the compensation period, if the cumulative number of activations/forms of the ad group is greater than 10, the number of behaviors is greater than 60, and the conversion cost exceeds the maximum target cost by more than 20%, compensation will be made.

3) During the compensation period, the total number of bid modifications/target group modifications shall not exceed 7 times, otherwise no compensation will be given.

Circumstances where compensation will not be paid:

01. Kuaishou will not compensate for any false reporting/duplicate reporting/omission/other fraudulent reporting of conversion numbers (activation numbers, form numbers), which may affect the normal delivery of the algorithm model or the normal recording of data in the platform report.

02. Other situations that Kuaishou determines are not subject to compensation.

3. Common Problems of Kuaishou Information Flow

1. New plans/new materials have low traffic

01. Check whether the new advertisement has been approved, whether the new advertisement plan/group has been started, and whether the daily budget is too low; check the basic settings and increase the daily budget appropriately.

02. Is there too much targeting? Release the targeting appropriately and observe the exposure volume 1-2 hours after release.

03. Whether the content of the new advertising video is consistent with the historical material; the modified material and video plot can be consistent, but the protagonist of the filming must be different

04. OCPC bid is too low; appropriately increase the target conversion bid (5%-20%) and adjust it every 3 hours

05. Self-examination is fruitless; provide the advertising plan, group, and advertising ID to Kuaishou Operations, and explain ① the specific performance ② the attempted operation

2. Old plans/old materials, high ECPM but low consumption

01. Is there too much targeting? Release the targeting appropriately and observe the exposure volume 1-2 hours after release.

02. Whether ECPM continues to drop every hour, whether CTR drops every hour; change the video cover

03. Whether the ad quality score is too low, whether there are too many negative feedbacks, whether the material is too false or misleading; modify the video content

04. Is the actual CVR too low? Is the video downloading? Is the video highly relevant to the page content? Is the download address/form submission smooth?

05. Self-examination is fruitless; provide the advertising plan, group, and advertising ID to Kuaishou Operations, and explain ① the specific performance ② the attempted operation

3. Expand the quantity

01. Lots of materials

Material types: diversification of material types, optimization of CTR/action rate

Material quantity: at least 10 materials with different contents (2-4 head materials, 5-10 middle materials)

02. Directional width

Basic targeting: time period is relaxed, looking at the overall cost of the whole day; age/gender/interest phased expansion is relaxed

DMP: Reasonable allocation of general and DMP budgets (8-2 points); in the early stage of delivery, it is not recommended to use too many crowd packages; if delivery bottlenecks occur, DMP strategies can be gradually increased

03. OCPC is flexible

Target selection: tighten first, and then loosen after stabilization; after a single account is optimized and stabilized, the upper level of the optimization target can be selected as the target

Target bid: in the early stage, according to the acceptable cost; when the account is stable, the bid can be increased according to the actual situation

4. Initial material judgment method

01. The system determines whether the material is consistent

The cover and plot of the material are the same, but the actors are different. The system algorithm determines that they are different videos. The old video is recompressed and rendered, and the system algorithm determines that it is the same video.

02. Material frequency control

A user cannot see the same content (cover or video content) within 24 hours. When a video is configured with multiple covers, after the user sees a cover but does not click on the video, he or she may see other covers of the video within 24 hours; if the user clicks on the video, the user will not see any cover configured for this video within 24 hours.

03. Initial data judgment of materials (high or low based on normal delivery value)

High CTR/low action rate: The cover is misleading; if the backend conversion cost is high, the price can be reduced

Low CTR/high action rate: The cover attracts the target audience; if the traffic is low, the price can be increased by 5%-20%, and the cover can be changed for testing

CTR and behavior rate are similar: it is recommended to optimize CTR to get more traffic

High CTR/high action rate: high-quality material; price can be increased by 5%-20%

Low CTR/low action rate: poor material; you can optimize the cover or video content

Author: Pei Jia

Source: Houchang College

Related reading:

1. Kuaishou information flow advertising marketing method!

2. Kuaishou Information Stream Advertising Guide

3. The process of placing Kuaishou information flow ads!

4. Kuaishou Information Stream Ads oCPC Smart Delivery Guide

5. Analysis of Kuaishou information flow advertising and advertising optimization techniques!