The most comprehensive analysis of Kuaishou information flow account establishment and delivery!

This article mainly briefly introduces the background of the Kuaishou platform and the backend account setup , and then talks about the author’s experience in account operation over the past few months.

Currently, the output ratio of the account is close to 1:10. The effect is beyond my expectation, because I set a lower output expectation value at the beginning, and it would be good if it was close to the output ratio of Douyin (our main advertising consumption is on Douyin). On the one hand, I am not familiar with the operation and attributes of my new platform. On the other hand, and this is the key point, the population portraits of Kuaishou and Douyin are different, so the expected value is set lower.

There is a big gap between Kuaishou's information flow delivery and Douyin's. For example: the platform functions are not complete enough, the reports are not comprehensive enough, the self-built website cannot access the 53 customer service link for the time being, etc. Of course, it also has its advantages, for one thing, the cost is lower.

So if you have never invested or are not planning to invest, or if you have heard from others that this platform is not very effective, my personal advice is that you should give it a try. Often the results will be better than you expected. Practice is the only criterion for testing truth.

This article is divided into three parts to explain how to use Kuaishou’s information flow.

1. Account Building

First, before logging into the backend, the following interface will appear. The account is mobile phone number + password.

It is recommended that new accounts log in to the Kuaishou APP first and complete the Kuaishou account information so that users will feel it is more authentic after entering the homepage and enhance their sense of trust.

The information is divided into five major parts: account avatar, account nickname, personal profile, background picture, and others (gender, age, and location). As for how to fill it out, it depends on the industry, so just be yourself. Another thing to note is to frequently visit your personal homepage to delete some negative comments.

The structure of the account is different from the naming of Toutiao, but the content is roughly the same.

Toutiao’s promotion group = Kuaishou’s advertising plan, Toutiao’s planning unit = Kuaishou’s advertising group, Toutiao’s advertising creativity = Kuaishou’s creativity.

In the first step of the new advertising plan , the system will ask you to choose a marketing goal. You can choose according to the company’s promotional products. The author is engaged in investment and franchising, and chose “sales lead collection”.

After selecting your marketing goals, you will need to set the budget and plan name, which can be set according to your personal preferences.

The second step is to set up the ad group , which is mainly divided into four parts, namely conversion path + target group + budget and scheduling + optimization goals and billing

Conversion path: Just choose your promotion page. You can use external links or self-built websites (Magic Website Builder)

The target population is the basic orientation, which mainly includes age, region, gender, education level, etc.

Behavioral interest targeting: There are three general operations: one is no limit, the second is system recommendation, and the third is to select relevant interests and tags according to different audiences based on the population portrait of your own industry.

Optimize goals and billing: Set the delivery method, delivery time period, and target bid based on your personal industry and budget. Currently, Kuaishou has optimization targets based on the number of cover clicks (exposure), number of behaviors (clicks), and form conversions (target conversion bids). There are no form conversions for new users and the first stage, and the following conditions must be met for automatic activation.

1) For the gaming industry

Under a single account, if the number of activation event callbacks and depth event callbacks is greater than or equal to 3, the system will see the event;

2) Non-gaming industries

For all advertising accounts under the same agent and the same product name, if the total number of basic optimization target and deep optimization events returned is greater than or equal to 7, and the number of returns for the same event under a single account is greater than or equal to 3, the system will be visible to the corresponding basic optimization target/deep optimization;

The third step is to set up the advertising creative , which is mainly divided into three parts, namely, advertising placement + creative production + advertising monitoring

Ad placement: Similar to headlines, you can select the best one or customize a placement.

Creative production: The video mode can be selected as horizontal or vertical version. The operation method is similar to Toutiao. The difference is that Kuaishou’s call to action button allows multiple choices, while Toutiao is currently relatively simple and can only be the default.

In addition, do not upload the same video repeatedly. Duplicate uploads will be marked in the background, and no traffic support will be given for using this work. The last point is the cover, which must be attractive enough and have elements such as copywriting, and the content of the cover must be highly matched with the video.

Advertising monitoring: Depending on the industry, add code monitoring if needed.

At this point, a Kuaishou information flow account has been set up.

Overall, the operating interface and basic settings are basically no different from other mainstream platforms, but! There are obvious differences between Kuaishou’s users and other types of Douyin, so the logic of delivery, material direction, and landing page design will also be different. You can’t just use them for delivery directly, otherwise the cost will be terribly high. This will be explained in detail later.

After doing all this, the new account can start running. After the launch, you can analyze and adjust based on the data.

2. Delivery ideas

1. Bid

Kuaishou's oCPC bid is based on the "optimization goal" you choose to calculate the final ad ranking eCPM

eCPM = eCTR * eCVR * "target cost" * 1000 (eCVR: estimated target conversion rate)

According to the above formula, there are three indicators that affect eCPM, namely bid, estimated CTR and estimated CVR.

At the beginning, the bid we could control was the one I was engaged in, investment and franchising, and the main place of investment was also Douyin. The initial bid was also based on Douyin, and was set by reducing the bid by 30-40% according to Douyin. First offer the lowest price for testing, and then adjust the bid based on the feedback from the display volume.

If the display volume is likened to water flow, if the water flow is large when the gate is opened, your budget will definitely be consumed quickly. At this time, the bid can be adjusted down. On the contrary, if the water flow is small or there is no display when the gate is opened, the bid can be adjusted up until it can meet your demand while also consuming the budget smoothly.

The things to pay attention to when bidding are similar to those on other platforms. For example, do not adjust the price frequently. Adjust it about twice a day, and the adjustment time interval should be half a day. For example, if you want to reduce the price, the reduction should not be too large. After setting the bid price, try not to change it. Instead of adjusting it, I suggest copying the plan and running it. After all, Kuaishou’s growth rate is relatively fast.

2. Materials

Video material usually focuses on product advantages and displays the most authentic content. It should be kept within 15s to 30s, and one video should try to express one theme. The video quality should be clear, and the final introductory words of the video are very important. It is best if they are highly consistent with your call to action content, telling users how to operate and making them think less.

The types of videos I put on Kuaishou include situational dramas, live commentary, oral + real-time shooting, flash mobs, pop music + real-time shooting videos. Currently, the types of videos with better effects are oral + real-time shooting, pop music + real-time shooting videos . For the industry of investment and franchising, you can try it!

The video cover is also something that needs attention. The cover image quality must be clear, and the text highlighted on the cover should preferably be the core selling point of the product. Try to use the original frame as the default cover of the video, which will increase the click-through rate.

As for the landing page, I personally think simplicity is the key, with about three screens. The first screen should highlight the selling points and advantages, and at the bottom of the first screen, there should be a form to increase conversion rate and reduce churn rate. The second and third screens should describe what your product can give users and why users trust you. It is important that the form’s introduction, call to action, and video ending are highly consistent, clearly telling users what to do next and leaving them with less thinking.

3. Directional combination gameplay

Let’s talk about the DMP crowd package first. This feature is good, but the operation is relatively complicated. If used well, it can have better effects. On the contrary, if it is not used properly, the effect will be poor.

Basically, mainstream platforms have their own DMPs, so you still need to operate based on your personal experience. What I use more often on Kuaishou are conversion crowd packages (which can support expansion) and business circle interest crowd packages. Of course, depending on the industry, I also use theme crowd packages, which also have good results.

Next, let’s talk about how to use it with different groups of people.

Generally, I use three types of targeted combinations: general investment, business district interest group package + conversion group, business district interest group package + system recommendation.

There is no need to talk about general voting , just simply set the region and age group, which is mainly for testing.

Business district interest group package + conversion group , this type of coverage will be much smaller than general investment because your targeting is narrower. For business interests, you can choose the category that is most relevant to your industry, or you can choose similar related categories. This combination has good quantity and accuracy, and the cost is within your bid.

The combination of business district interest group package + system recommendation covers a smaller group of people than the previous one, because this type of targeting belongs to the cross-intersection of the groups, but the traffic is more accurate and the efficiency is relatively high.

3. QA

1. How to choose between OCPC form and CPA form?

Currently, Kuaishou also has two payment methods: OCPC and CPA. If the targeting, materials and bids are the same, the CPA ad group will grow much slower than the OCPC ad group, and it will be difficult to grow. The premise is that your bid is the same as OCPC. The cost of Kuaishou CPA is strictly controlled within the bid range, and the final cost is much lower.

Therefore, in the actual delivery process, it is recommended to use both OCPC and CPA together. CPA should create more plans to run, which can reduce the overall cost of the account.

2. Why can’t we get any data during the cold start phase?

The unit price may be too low. The solution is to directly increase the bid. Another possibility is that the quality of the materials is poor, the source material and the implementation are poor, resulting in low estimated click-through rate and estimated conversion rate. The system ultimately gives a low eCPM value, and the eCPM ranking lags behind its peers accordingly. The system naturally gives less display volume. The solution is to replace the video material and cover and retest.

3. Old plan/old material, high eCPM but low consumption.

First check whether the targeting is too narrow. If so, you can loosen the targeting appropriately. Observe the number of exposures 1-2 hours after loosening it, and see whether the quality score of the ad group is too low and whether there are too many negative feedbacks. The solution is to optimize the video content.

The above is a summary of the author’s experience in advertising on Kuaishou in recent months. I hope it will be of some help to everyone.

Author: Aiqi SEM

Source: CMOcollege