Kuaishou Information Stream Ads oCPC Smart Delivery Guide

In the process of investing in Kuaishou information flow advertising , have you encountered such a problem - unstable conversion cost? Is the conversion cost too high? Too few conversions? Using oCPC intelligent delivery is the ultimate trick for Kuaishou’s information flow advertising to stabilize advertising effects and increase conversions.

Driven by the need to maximize traffic value, conventional information flow advertising often fails to ensure stable results. Currently, oCPC is the best solution for information flow advertising. oCPC provides advertisers with automatic optimization based on optimization targets, continuously improving the efficiency and input-output ratio of advertisers’ advertising investment.

The following will focus on analyzing the oCPC smart delivery guide for Kuaishou information flow ads:

1. oCPC provides advertisers with a perfect optimization solution

On the one hand, advertisers are not satisfied with the CPC billing model that only charges per click and does not focus on conversion effects. On the other hand, the platform cannot guarantee that while providing sufficient traffic, the interactive behaviors sought by users (such as filling out forms, clicking to download, etc.) can achieve the expected results. After all, advertisers cannot control the conversion effects, so the CPA pricing method cannot be chosen by the platform.

In order to improve the optimization efficiency of agents and protect the interests of customers and channels, the oCPC optimization method was introduced, and a compromise solution that was acceptable to both parties was reached. That is, the advertising algorithm distributes traffic based on the conversion effect that the advertiser hopes to achieve, and its essence is still to charge according to CPC.

When advertisers select a specific optimization goal (for example, activation) during the Kuaishou advertising process, provide the average price they are willing to pay for this optimization goal, and send back the performance data in a timely and accurate manner, Kuaishou will use the conversion rate prediction model to estimate the conversion value of each click to the advertiser in real time, and then implement automatic intelligent bidding by the system, and ultimately charge by click; at the same time, our conversion prediction model will be continuously and automatically optimized based on the advertiser's advertising conversion data.

2. What is the difference between oCPC and CPM/CPC delivery?

Within the confirmed targeting range, the algorithm makes differentiated bids based on the conversion value of each user. And based on historical effect feedback data, the judgment of the conversion value after the next user click is adjusted in real time.

The billing logic is as follows:

CPM: eCPM=CPM

CPC: eCPM = estimated ctr bid cpc 1000

oCPC: eCPM = estimated ctr estimated conversion rate target cost * 1000

Compared with CPC and CPM bidding, oCPC will take into account the conversion rate after the cover is clicked, which is more beneficial to advertisers. CPC bidding only considers optimizing the cover click-through rate, while CPM only considers obtaining as much exposure as possible.

3. Is there a threshold for using oCPC on the Kuaishou platform?

1. The optimization goal is the number of behavioral clicks:

① Use the expected click cost of the action as the target bid.

② After the number of actions of a single advertising group reaches 100, the average unit price of actions invested in the advertising group approaches the target cost.

2. The optimization goal is the number of completed downloads (exclusive for Android download and installation customers):

① The cost of completing a single download of the Android installation package (download progress reaches 100%) is used as the optimization target.

② After the number of downloads completed by a single advertising group reaches 80, the average unit price of the advertising group approaches the target cost.

3. The optimization goal is activation number (exclusive to advertisers who send back activation data):

① The activation unit cost is used as the optimization target, so advertisers must ensure that the activation data sent back is accurate.

② After a single ad group has accumulated 30 activations, the average activation price of the ad group approaches the target cost.

③ The system will automatically register the ocpc activation function after the following two conditions are met: (1) Real-time feedback of accurate activation data. (2) The account has accumulated more than 100 activations.

4. What scope does Kuaishou platform oCPC apply to?

5. Tips for using oCPC

1. The targeting dimension settings are broader than CPC ad groups. As mentioned above, oCPC will prioritize cost, so loose targeting will give the algorithm more room to find high-conversion traffic, and then maximize consumption while achieving the policy cost.

2. It is recommended to set the initial expected policy cost slightly lower than that of the CPC advertising group, but not too low. At the same time, set a sufficient budget and adjust it when the output is large and stable.

Since the newly created ad group may take the volume from the old ad group, the startup of the new ad group will be slightly slower, and the oCPC algorithm will prioritize the effect and also control the traffic; therefore, it is recommended not to set too low a policy cost in the initial stage. After running for a while, adjust the price according to the actual situation.

3. It is recommended to give priority to the normal investment method. For advertising groups using oCPC, it is recommended to choose "normal delivery" when delivering Kuaishou information flow ads.

4. To check the effect data, you need to look at the entire investment cycle. During the oCPC advertising process, the results may fluctuate during a certain period of time or on a certain day. It is necessary to look at the average cost of the entire investment process to accurately evaluate the oCPC effect.

5. The account can be allocated for CPC and OCPC use. Regardless of whether the customer is in the testing phase, stable consumption, or progressive consumption phase, we recommend a mixed use of CPC and oCPC in terms of investment methods. In principle, CPC will better meet the customer's demand for volume, while oCPC will prioritize cost needs. Therefore, in terms of investment, different budgets and bids are set for the two investment methods based on the customer's specific requirements.

6. Kuaishou platform oCPC compensation instructions

In order to ensure that advertising plans can be fully explored in the early stages and promote continuous delivery, the Kuaishou platform will bear the risks in the early exploration process and compensate for situations where costs exceed expectations. Therefore, advertisers are encouraged to use oCPC with confidence.

Author: Xiao Qing

Source: Xiaoqing