Kuaishou advertising display format, Kuaishou advertising delivery optimization

In this article, I will talk about Kuaishou advertising in a popular science way.

It is mainly divided into four sections: (1) Advertising display form, (2) Background explanation, (3) Delivery optimization operation, and (4) Understanding of advertising.

I have several years of experience in operating information flow, and I only started to operate Kuaishou advertising last year. In the past, I mainly launched Toutiao series and Tencent series, but the basic ideas and methods of information flow delivery are the same. The following content is for reference only.

1. Kuaishou Advertising Display Format

If you have installed the Kuaishou App, when you open it on the startup page, there may be an advertisement, which is called a splash screen ad. There will be advertising words below the video covers in the "Discover" and "Same City" columns. These are "information flow ads."

Kuaishou is divided into two versions: the main site and the express version. In the express version, the short video display style is similar to the Douyin mode, while the short videos on the main site are mainly double-column, and you can also choose the large-screen mode.

In addition, when we are watching a video, an advertisement strip will pop up below the video. This is called a "patch ad" and also belongs to the category of information flow ads. In addition, there are live ads, which are called "live information flow ads."

2. Kuaishou Advertising Backstage

The backend of Kuaishou’s advertising is called Magnetic Engine. Compared with ByteDance’s Massive Engine, Tencent’s Guangdiantong, and Baidu Marketing, it is relatively simpler.

1. Enter the advertising backend, and the homepage will show the actual advertising situation of the account on that day, the number of material exposures, the number of behaviors (the number of times the user clicks the conversion button on the video playback page), and the unit price of the behavior.

2. Menu columns correspond to different functions. For example, under the promotion column, you can view the data of each advertisement; under the report column, you can view the advertising data, as well as the crowd analysis and material effect analysis;

Under the asset column, you can view the promoted applications, targeted groups, and video materials; under the tool bar column are tools to assist in advertising, such as conversion tools, creative tools, lead tools (magnetic website building), etc.

3. Basic advertising operations refer to creating an advertising plan, setting up landing pages, and uploading video materials.
Kuaishou’s advertising has three levels: advertising plan – advertising group – advertising creativity.

At the planning level, you need to set marketing goals and daily budget.

At the ad group level, you need to set the delivery scope (Kuaishou or affiliate advertising), conversion path (external links or Magic Website Building), target population (targeted population, region, age, gender, behavioral intention, etc.), budget and schedule, optimization goals and bids.

The key points here are targeting and bidding. Targeting includes crowd targeting, behavior targeting, and intention targeting.

For audience targeting, you can use Kuaishou's targeting tool - Wanxiang DMP tool to filter the audience you want to target, and finally the advertisement will be delivered to the corresponding audience.

Behavior and intention targeting refers to users who have taken actions on specific short video content, including browsing, watching, interacting, and users with conversion intention.

Bid: Depending on the conversion goal, you can choose click bid or impression bid. In general, ocpm is used to optimize bidding target exposure bidding.

At the creative level, operations required include selecting the advertising location, uploading video materials, and writing advertising copy.

3. Delivery optimization operation

When it comes to information flow advertising, knowing the basic operations is not enough to get started. Sometimes, even after you have built a plan, created a landing page, uploaded materials, and set a bid, it may not work, and simple exposure goals cannot be achieved. This requires sophisticated optimization operations.

Let’s put aside the pros and cons of video materials and landing pages for now, and just talk about the account operation level. When setting up an advertising account, the most critical thing is the setting of audience targeting. This is the first threshold at the beginning, and it is directly related to the number and quality of the target audience.

1. Crowd targeting.
At the beginning of the launch, my suggestion is to use Kuaishou Wanxiang DMP to set the target audience. If the demand is for nationwide launch, the estimated monthly active audience should be more than 5 million.

If it is a regional launch, the minimum coverage number needs to be greater than 100,000 people, otherwise it will be difficult to get out.

After the ad group has been running for a period of time, when there is a trend of decreasing consumption, it is recommended to use [Smart Expansion] in the ad group settings to further expand the advertising population. However, it is necessary to check the box not to exceed the age, gender, and region settings, otherwise the ad will go off track.

Finally, after a period of intelligent expansion, if the effect tends to be stable, the crowd package targeting can be removed, and the system can select the most appropriate target for delivery.

2. Advertising copy.

Some people may think that since the content is mainly video and few people see the copy, there is no need to consider it in detail. I disagree with this. The existence of slogans is still very important in guiding user conversions.

If you don’t agree, you can set up two identical ads for A/B testing to see how big the difference is.

The copywriting I am talking about is not only the introductory copy, but also the cover copy, which is related to click-to-play; and the guiding copy, which is related to behavioral clicks.

Especially when it comes to the copy that guides the [Recommendation Reason], a difference of one word can lead to a difference of several percentage points.

When optimizing advertising backend operations, it’s all about the details!

IV. About Advertising

1. Tencent, Douyin, and Kuaishou are all national-level short video platforms. Whether to invest in Kuaishou advertising is not the question to consider, but how to invest is the question to consider.

2. Some friends may ask, how to actually carry out the placement if they have never placed the placement before? There are two options. One is that you can find an agent and provide your products/services to the other party. Just cooperate fully and let professionals do professional things.

Second, practice by imitation. Imitation is the fastest way to learn. Find the advertisements that your peers are running, preferably the top ones, and directly imitate and learn from their advertisements.

3. Advertising is not a separate account operation. It must be combined with products and subsequent services. If your advertising is well optimized, but your product fails to retain users in the end, it will be in vain.

4. Another crucial point in information flow delivery is the quality of the material. Without good video material, even the best optimizer will have difficulty in production.

5. Advertising optimization can be compared to cooking. The optimizer is the chef, the video material is the rice, and account optimization is the chef’s skill.

To place Kuaishou advertisements , please contact Qinggua Media official