Kuaishou Operation丨The delivery and process of Kuaishou advertising

According to the "2019 Internet Service Industry Report" released by Kuaishou , the report shows that the scale of Internet service users has reached 520 million, covering nearly 1/3 of the mobile Internet population. Among Internet service users, 52.7% are also short video users, and among the 270 million overlapping users, 200 million are Kuaishou users.

As one of the giants of short video platforms, Kuaishou’s information flow advertising was born in March 2017. After two years and six months of development, it has become relatively complete and mature.

I received a message from a friend in the past hoping to explain the information flow channel separately. Today, let’s talk about Kuaishou information flow advertising!

Kuaishou information flow advertising

1. User Discovery Page

Kuaishou will open the fifth/sixth video position on the discovery page to business partners, and short videos, photo albums and albums of 720P or above produced by advertisers will be displayed in this position.

The fifth/sixth position of Kuaishou’s information flow ads can be a jump link or a short video uploaded to Kuaishou. It appears directly in the Kuaishou video stream, which is equivalent to the position of a video.

2. Video playback page

During the playback of short videos, photo albums, and photo albums created by advertisers, Kuaishou has added an action button function at the bottom, which will jump the user after clicking it.

3. Landing Page

In response to the different needs of advertisers, Kuaishou will jump to the corresponding landing page to complete the conversion of advertisements to users.

What promotional goals can Kuaishou information flow advertising meet?

Kuaishou’s information flow advertising provides a complete business solution for the four major business needs of lead collection, app downloads, e-commerce orders and brand promotion.

1. Collection of clues

Kuaishou information flow ads jump to the Kuaishou website landing page to help collect leads.

2. Download the app

In response to the advertising needs of app downloads and other application installations, Kuaishou's information flow advertising is implemented in the following ways: Android phones directly download the installation package, and Apple (iOS) users jump to the APP STORE

3. E-commerce order

If you want to promote in-store products on Taobao, Tmall, etc., Kuaishou deeplink can call up the Taobao and Tmall apps to the product purchase page.

4. Brand promotion

Kuaishou will jump to the designated promotion website, event and other landing pages.

Kuaishou’s information flow advertising completes the tracking and conversion of advertising. Kuaishou’s business solution runs through the entire process of advertising demand, user reach, and user conversion.

Advantages of Kuaishou Information Stream Advertising

Kuaishou uses a data management platform to collect user data and has accumulated massive amounts of data. Based on the target population that advertisers want to reach, they can screen based on basic attributes, interests, hobbies, user environment and other conditions, and conduct precise advertising targeting to further help advertisers find target users.

1. Basic attributes

Kuaishou supports accurate positioning of target users based on basic attributes such as age, region, and gender, thereby improving the efficiency of advertising delivery.

2. Hobbies

Kuaishou targets users who may be interested in products through user preferences such as APP behavior, Internet celebrity fans, custom groups, and business interests, thereby increasing click-through and conversion rates.

3. User environment

Kuaishou collects the operating system, system version, device brand, device price, network environment, etc. of the user’s device to accurately locate the user’s usage environment and device status, and improve the effectiveness of advertising.

4. Algorithm optimization

The advertising content recommended by Kuaishou is based on an algorithm mechanism that uses the degree of matching between the advertising slogan and the user portrait. It automatically optimizes and improves the cover click-through rate and behavior click-through rate based on the historical performance of the advertisement, and screens out users who are interested in the product.

Kuaishou information flow advertising charging method

Kuaishou provides three billing methods: CPC, CPV, and OCPC to meet the needs of different advertisers.

1. CPC per click

CPC pricing is applicable to all types, starting from 0.1 yuan for Android and 0.2 yuan for iOS. The fee is charged once the video starts playing (repeated playback within 20 minutes is only charged once)

2. CVP single exposure billing

The cost required for one exposure of an information flow advertisement. The CVP billing method is more suitable for brand promotion, starting from 0.15 yuan for Android and 0.3 yuan for iOS. If the video is played for more than 3 seconds, it will be charged once (if it is played for 3 seconds repeatedly within 20 minutes, it will be charged only once)

3. OCPC target conversion bidding function

Through ocpc, the average behavioral click cost can reach the expected target value as much as possible, which is suitable for industries that want to obtain a large amount of conversion effect data.

Through understanding the promotion goals that Kuaishou information flow advertising can meet, the advantages of Kuaishou information flow advertising, and the billing method, I believe everyone has already understood whether Kuaishou is suitable for their products. In addition to Kuaishou, what other channels do you want to know?