How does Kuaishou attract traffic? Kuaishou’s e-commerce traffic strategy

1. Why is the Kuaishou platform gradually becoming an online marketing necessity for attracting e-commerce traffic?

What is traffic-generating e-commerce? Simply put, by placing advertisements on some platforms, users click on the advertisements to jump to the customer's *Bao, *Mao, Pin**, 168* and other platforms to divert platform traffic to the customer's target platform store. For e-commerce users, there are many platforms to choose from, so why do you recommend Kuaishou?

1. Advantages

1) Rich traffic resources, Kuaishou has full-area traffic reach, the main traffic battlefield - main site + express version, covering deeply sticky old users and young user markets.

2) Information flow + up and down scrolling, multiple forms of interaction to match user habits, 300 million + information flow, 10 billion + up and down scrolling.

2. Key points of information flow delivery:

1) The cover image should not be too simple and empty of content: it is recommended to match it with cover copy, and the copy should try to highlight the gimmick of the video.

2) The cover copy should not be too long and have a clear color difference with the background image: The copy is recommended to be within 15 words and as concise as possible. At the same time, pay attention to the copy should have a clear color difference with the background image as much as possible.

As shown in the case below, the text is placed in black text on a white background. At the same time, the content of the text uses a girl imitating her boyfriend's makeup. As a copy, it is also a big gimmick of the video, which makes people curious when they see the cover, thereby increasing the click-through rate.

3. Key points of up and down sliding delivery

1) The prelude of a situational drama should not be too long. After three sentences of the script introduction, the key point or conflict should be highlighted;

2) Pay attention to the 3s playback rate. The copy, scenes, and characters in the first 3s of the video have a significant impact on conversions.

3) Applicable customers: those who need to expand the volume quickly; when the supply of video materials is insufficient, try pictures and texts; and those who earn long-tail traffic at a slightly lower price.

4. E-commerce clients’ investment experience:

Bid: Same as information flow or 10-20% lower;

Time period: 18:00-23:00, focus on grabbing volume;

Copywriting: icon + copywriting. The copywriting should be concise - about 10 words + only one benefit point should be clearly stated (limited time discount/free processing, etc.) + exclamatory sentences.

2. How to formulate e-commerce marketing strategy

For e-commerce traffic generation, the selection of traffic generation products is very important.

1. From the perspective of consumer psychology

The products that are diverted should have sales and reasonable prices. The price range of the hot-selling products on the Kuaishou platform is 19.9-89.9, the product reviews are relatively good, and the diverted stores have high ratings.

According to the current basic situation of Taobao e-commerce stores, stores with higher ratings generally reach a score of 4.6 or above. At the same time, for products with high ratings and good sales, the positive reviews are mainly about good quality and low price, durable items, and affordable prices. It can be seen that in order to create a hit product on the Kuaishou platform, it is very important to highlight the characteristics of good quality and low price.

2. From the customer's perspective

The cost of the diverted products is low, and there are stable product supply channels.

3. From the operational perspective

The operation directs online traffic from the Kuaishou platform to the store - good products + preferential benefits + skillful account delivery.

Kuaishou platform e-commerce traffic diversion is online marketing, so our focus is on the online account delivery of operations. The following editor will share some successful cases with you~

3. Data analysis and analysis of successful cases in the e-commerce industry

1. Customer introduction

Client background : The client is the owner of a Tmall store, engaged in the craft product industry, with product prices ranging from 99 to 129;

Customer needs : They need to attract customers to shop in stores through advertising on the Kuaishou platform;

Customer goal : ROI of traffic-generating advertising fees = 1:3.

2. Practical sharing

The following is a detailed introduction to the actual delivery process of this case. Readers and customers can also do it themselves after reading it~

1) Conversion link - click behavior jump

Click on the cover/play the video/click on the action → open Taobao → middle page/receive coupon → place an order/add to cart.

2) Account building process - click behavior to jump to Taobao advertising plan and advertising group building process

Marketing goal selection [Get e-commerce orders]:

Taobao product: Enter the Taobao product ID;

Taobao products: enter the Taobao short link (recommended) ;

Call up Taobao on mobile phone: enter the promotion link generated by Taobao Qianniu platform or Liuliangbao platform.

Number of actions: Suggested bid: 2 yuan + (recommended);

Approximate purchase: recommended bid is 5 yuan+.

Note: The recommended bid is for reference only, as it depends on the actual delivery situation (targeting, delivery period, and delivery end), and the bid should be adjusted through continuous testing.

3) The middle page jumps to Taobao advertising plan and advertising group building process

Magic website building

Path : a. Tools on the left side of the platform; b. Magic website builder; c. Create a new landing page; d. Name the landing page.

Landing page settings

a. The image format to be uploaded must be PNG/JPG/JPEG/GIF, and the image cannot be larger than 2MB;

b. The button can be customized in color, size, and position: floating at the bottom.

Button jump link settings

Support Taobao, Liuliangbao, Qianniu and other Taobao links;

Copy the link to the page address;

Save and publish to generate the intermediate page.

Magic website building middle page - advertising plan construction

Select the marketing goal [collect sales leads];

Ad group conversion type;

Form conversion (OCPC) : recommended bid is 4 yuan + (recommended) ;

Approximate purchase: recommended bid 8 yuan +.

Creative Construction

Select the ad placement : There are two types of ad placements: preferred ad placement and ad placement selection by scene.

The preferred ad positions are intelligently placed by the system in the information flow, the large screen that scrolls up and down, and the video playback page ad positions; while the scenes allow you to choose the placement positions independently. It is recommended to choose the information flow ad positions and the large screen that scrolls up and down separately. (Note: Once an ad slot is selected, it cannot be changed.)

Creative production methods: custom, programmatic creativity;

Creative content: It is recommended to choose vertical videos;

Call to action button: Choose a button text that is more likely to lead to conversion (be the first to receive, one-click purchase, free trial, etc.) .

You can refer to the following screenshots. When you see the advertising account data of your product, the most important data to pay attention to are:

Behavior number : represents the number of users who saw the ad and clicked on it to enter the store;

Number of form submissions and unit price of form submissions : These two data represent the number of consumers who enter the store to receive coupons for our promotional products and the unit price of advertising for each group of people.

4) Introduction to account placement

Since Kuaishou Taobao advertising is a relatively new channel for most merchants, we will introduce the overall advertising steps below to help you build a basic understanding of Taobao advertising.

Kuaishou’s account levels are divided into four levels: account level, plan level, promotion group level, and creative level. Bidding is implemented based on promotion groups, and each promotion group can correspond to multiple creatives. There is no so-called "optimal" or "best" product. Different products and promotion strategies will match different account structures. Therefore, finding the promotion strategy and account structure that best suits your products can help you achieve twice the result with half the effort.

So, as a merchant, how do you find a promotion method that suits your products?

Advertising Tips 1 : Budget - Maintain a sufficient budget for the account: 10,000 is recommended.

Advertising Tips 2 : Targeting - We can set targeted groups for our advertising. The setting panel is as follows. We can select the appropriate groups and regions based on our products. For example, my target group is 25-35 years old, with certain economic strength, good living environment, and people who like to buy daily necessities.

Advertising Tips 3: Video - Our ads are delivered in the form of videos, which need to: highlight product uses, promotions, and high-definition and positive video images. Videos can be shot in a video production studio.

The above are all the content that the editor shared with you. I hope it will be helpful to you!