How to get higher conversions on Zhihu? Zhihu oCPC delivery skills~

It is becoming increasingly difficult to operate major popular news websites and microblogs. Many brands have quickly turned to "potential stock" social platforms and have gained the upper hand like a snowball. Recently, we have sorted out Zhihu's brand marketing opportunities. Come and take a look!

As the largest knowledge question-and-answer community in China, Zhihu's users mostly live in first- and second-tier cities. The obvious characteristics of this group of people are: young, white-collar, high-income, highly educated, highly cognitive, with strong spending power, and those who pursue quality life. With such a strong user base, Zhihu has attracted many brands to enter the market.

Compared with other platforms, Zhihu users have more rational purchasing behavior and prefer logical and truly persuasive content. Once an effective connection is established, users are more likely to become loyal fans of the brand, willing to share brand products and maintain the brand, and are indispensable loyal supporters of the brand.

Since 2017, Zhihu has provided ample opportunities for brands to integrate into the community through advertising products, institutional accounts and other mechanisms. As information flow advertising continues to become more popular, companies' requirements for Zhihu information flow advertising are also constantly increasing. How to spend less money to gain the greatest benefit is the result that business owners want to see most.

Delivery status

During the delivery process, have you ever encountered such an embarrassing situation?

Don’t worry, today I will introduce to you a conversion “magic tool” that effectively solves the above problems - Zhihu oCPC delivery

Our previous delivery method was CPC: pay per click, estimated click-through rate (CTR). And what is OCPC? oCPC is actually the abbreviation of optimized CPC, which is an "optimized" CPC.

The principle of oCPC can be summarized as: smart bidding, focus on conversion

If it is found that a certain group of people visit and have a high conversion rate when submitting forms, the advertising platform will intelligently adjust the price for this group of people to help advertisers better grab traffic. For people with poor visit and click effects, the advertising platform will intelligently lower the price and help advertisers increase conversions and reduce costs through smart bidding.

[Core Value] Intelligent bidding for high conversion traffic, control conversion costs, and stabilize delivery effects

So how should we use oCPC for advertising? Let’s look at the following cases where we copied the optimization methods to similar clients and achieved the same significant improvement in results. Let’s learn together~

1. Internet service social APP

In this case, a certain online social APP used oCPC and achieved a cost 20% lower than the CPC cost through phased testing and optimization, with a stable trend.

2. Tourism Platform

With the help of oCPC, a travel platform achieved cost reduction close to the target bid through phased testing and optimization. Within the first week, costs decreased, activations increased, and oCPC costs were reduced by 32%.

3. Life service apps

With the help of oCPC, a certain lifestyle service APP conducted phased testing and optimization. On the second day, the cost remained stable. The CPC was suspended and oCPC was used directly for delivery. The cost continued to meet the expected target.

So can all customers use this smart method?

Some people say that if everything goes well, oCPC is a better way than doing CPC bidding yourself, after all, machines react faster than humans. but! Although oCPC is an intelligent CPC advertising model, it also requires early data accumulation before using oCPC in the later stage~

Phase 1 of the launch: data accumulation phase. In order to ensure the accuracy of the algorithm's predicted conversion rate, a certain amount of conversion data needs to be accumulated. The oCPC unit will automatically enter after accumulating 20 conversions.

Delivery stage 2: smart bidding stage. Make smart bids based on the estimated conversion rate: high conversion, high bid, low conversion, low bid, control conversion costs, and optimize conversion results. Things to note during the oCPC3 launch phase

After reading the oCPC delivery tips, do you still have these questions?

Q1: How long does it take to accumulate in the first stage?

A: It does not accumulate over time. You will enter the second stage when you reach 20 conversions.

Q2: What is the overall optimization method for oCPC?

A: The first stage: you can target appropriately and offer a higher price appropriately; the second stage: after stabilization, you can release targeted volume increases.

Q3: The conversion cost is set too low, and the second stage cannot achieve sales? Will raising the price improve the effect?

A: Yes. The estimated conversion rate is related to users and advertising creativity. The algorithm strategy will use historical user behavior as a training sample to infer the conversion value of other traffic, and then comprehensively consider the click-through rate and conversion rate as the basis for sorting.

Q4: Why is my plan stuck in the first stage and not the second stage?

A: Please first confirm whether it is caused by basic problems, such as selecting the budget method as average delivery, hourly delivery, close to the budget, etc. Reasons such as your planned CPC bid is set too low, the click-through rate of the creative is not good (you did not choose to publish high-click-through, high-quality materials), and the targeting is too narrow, which will lead to low ECPM value, poor competitiveness, and low sales.

Author: KIWI Interactive

Source: KIWI Interactive