How to evaluate Zhihu information flow advertising! (Attached with delivery data and materials)

As a practitioner in Internet advertising , some PGC / UGC platforms will basically launch information flow ads once their traffic grows. This is the advantage of information flow ads, but I will not go into details.

Let’s get back to the main topic. I got an introduction to Zhihu’s information flow ads earlier, but never actually worked on it until recently when I connected to the Zhihu’s information flow ads backend and was able to put it into practice. Let me share it with you.

For information flow advertising, there are three main aspects to consider: 1. Platform background 2. Traffic quality 3. Precise targeting

The above data is based on statistics as of February 2017 and comes from Zhihu official. Whether from the data or actual perception (that is, based on feeling), Zhihu has firmly established itself as the number one question-and-answer knowledge community.

The content on Zhihu covers many fields including technology, business, culture, etc., and it also gathers many industry knowledge bigwigs , thus generating very high-quality knowledge, experience, and insights.

The sources of everyone's knowledge and information have evolved from simple Baidu searches to detailed explanations on Zhihu. The high-quality content has continuously enhanced users' sense of trust, and Zhihu's brand value and influence have also been highlighted. Therefore, during the internal testing period, many well-known brands chose Zhihu, and the feedback was very good.

There are not many cooperating advertisers at present, and users are less harassed by advertisements, so the acceptance of high-quality advertising content is still relatively high.

Users of different platforms have different personalities, but in the field of knowledge there should be no boundaries or distinction between high and low.

On Zhihu, there are both professional and in-depth answers, as well as witty and humorous replies; on Zhihu, there are both industry experts and big Vs, as well as literary young people, gaming experts, investment novices, and so on.

They are active on the Internet , are highly receptive to new products and services, and are more willing to try and experience new things. These users with various labels are the high-quality target audiences for most Internet products.

Let me give you another set of official user portrait data to illustrate Zhihu's user population.

Without further ado, let’s go directly to the backend screenshot, the current targeting dimensions:

At present, the region can be targeted to the prefecture-level city, the operating system can be distinguished, and WiFi targeting is supported. There are a total of 19 major categories of interest tags, and there is no gender targeting and age targeting yet.

However, according to the previous analysis of the platform's user attributes, the male to female ratio is 6:4, and most of them are young people. This user ratio is the main user group for most Internet products, so it will not affect the delivery effect to a certain extent.

If the product has high requirements for gender and age, it is recommended to try it in small quantities or wait and see. Whether the targeted dimensions will be upgraded in the future remains to be seen in the official product update.

The current CPC bid starts at a base price of 0.5 yuan. In reality, the actual CPC transaction price is generally between 0.6 and 0.8 yuan.

Since the advertising resources are not fully open at present, and some brand clients are competing for the volume, the traffic is relatively small when the bid is low. The delivery link can be a monitoring short link, and also supports monitoring links in the form of data callbacks.

Currently, Zhihu is still in the traffic dividend period , and advertising resources have not been fully launched.

Currently, there are many brands, games, finance, social networking and tools connected. We are actually operating a youth community APP (specific name not listed). The product has been launched for more than two years. The cost of mainstream information flow is around 15~20+. It is placed on Zhihu, with an average CPC bid of 0.96 yuan, an activation rate of around 8~10%, and an activation cost of around 10 yuan (the lowest can be 6~8 yuan), which is in line with expectations.

For another life tool advertisement, I learned from official media that the cost was lower than the client’s other information flow investments. I happened to have a friend working in the company, so I verified the cost and it was indeed good. Below are some screenshots of industry advertisements.

After some observation, I found that there are many games online recently, including SLG, RPG, and AVG. Zhihu is quite suitable for game products. The recently popular chicken-eating game "PlayerUnknown's Battlegrounds", League of Legends S7 competition and other game-related content are all very popular on Zhihu.

I will not list in detail the specific requirements for cooperation, qualification review, material requirements, etc. There is a detailed introduction document, and friends in need can come and get it directly. As for the delivery optimization techniques, it depends on the product type. I currently have some experience in this area, and we can discuss this in detail with friends who are interested.

Frankly speaking, no one should miss an information flow platform that has high-quality users and is in a period of traffic dividend. Moreover, the traffic is still gradually opening up. In this era of scrambling for traffic across the entire network, you know!