Kuaishou Information Stream Ads oCPC Smart Delivery Guide

During the process of running Kuaishou information flow ads, have you encountered this problem - unstable conversion costs? 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 conversion rates.

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

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 in which the platform 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 pursued by users (such as filling out forms, clicking to download, etc.) can achieve the expected results. Since the ultimate conversion effect of advertisers is actually uncontrollable, the CPA pricing method cannot be adopted by the platform.

In order to improve the optimization efficiency of agents and ensure the interests of customers and platforms, the oCPC optimization method was introduced, thus reaching a compromise solution that is acceptable to both parties. That is, the platform uses the conversion effect that advertisers hope to achieve as the basis for traffic allocation in the advertising algorithm, and its essence is still to charge according to CPC.

When advertisers select a specific optimization goal (for example, activation) in the Kuaishou ad delivery process, provide the average price they are willing to pay for this optimization goal, and promptly and accurately transmit performance data, Kuaishou will use the conversion rate estimation model to estimate the conversion value of each click to the advertiser in real time, thereby enabling the system to automatically make intelligent bids and ultimately charge per click. At the same time, our conversion estimation model will be continuously and automatically optimized based on the advertiser's ad conversion data.

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

Within the determined 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 any threshold for using oCPC on the Kuaishou platform?

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

① Use the expected behavioral click cost as the target bid.

② After the number of behaviors in a single advertising group reaches 100, the average unit price of behaviors 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 completed downloads for a single ad group reaches 80, the average unit price of the ad group’s delivery behavior approaches the target cost.

3. The optimization goal is the number of activations (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 the number of activations of a single advertising group reaches 30, the average activation price of the advertising group approaches the target cost.

③ The system will automatically enable 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. In what scope is oCPC applicable on the Kuaishou platform?

5. Tips for using oCPC

1. The targeting dimension settings are broader than those of CPC ad groups. As mentioned above, oCPC will prioritize cost, so loose targeting will give the algorithm more room to find traffic with high conversion rates, thereby maximizing consumption while achieving the target cost.

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

Because 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 a target cost that is too low 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 delivery method. For advertising groups delivered using oCPC, it is recommended to select "normal delivery" in the Kuaishou information flow advertising delivery method.

4. To view the performance data, you need to look at the entire delivery cycle. During the oCPC advertising process, the effect 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 delivery process to accurately evaluate the oCPC effect.

5. The account can be used with CPC and OCPC. Regardless of whether the customer is in the testing phase, or in the stable consumption or increased consumption phase, we recommend a mixed use of CPC and oCPC in terms of delivery methods; in principle, CPC will better meet the customer's demand for volume, while oCPC will prioritize cost needs; so in terms of delivery, different budgets and bids are set for the two delivery 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.

For Kuaishou advertising , please contact Qinggua Media official

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