Master the information flow delivery of three major channels: Alibaba, 360, and Kuaishou in one article

“How do I optimize my account?”

“How to solve the conversion gap?”

“What if there are clicks but no dialogue?”

The above are some of the most common problems in the process of information flow promotion. From the above, we can see that everyone’s questions are very targeted, which also proves that everyone has a clear understanding of their own pain points.

But I want to say that you have overlooked a very important point: channel. The choice of channel is very important, and often the channel determines everything.

Your familiarity with channels means whether you can choose the right channels for the products you promote, and also means whether you can achieve good results from the promotion.

Today, we will take 360, Alibaba Huichuan and Kuaishou as examples to explain its delivery techniques.

360 information flow delivery

360 information flow advertising realizes the coordinated development of information flow advertising on PC and mobile terminals, and perfect integration with tool products. It has three major advantages: massive cross-end resources, world-leading personalized redirection technology, and functional and sophisticated delivery models.

1. Advertising platforms: 360 Browser, Security Guard, etc.

2. Advantages: Large PC traffic, high coverage, based on 360 search, can be placed according to keywords

3. Disadvantages: Multiple and diverse cooperative media, poor traffic quality, and high testing costs

4. Advertising suggestions: web games, medical care, products and other large audience industries

5. Advertising style: graphic/animated image style, large image style, multiple image style, video style

6. Display location: 360 Navigation, 360 Browser, Quick Video, 360 Entertainment, Today's Hot Topics and cooperative media, etc.

7. Position: PC information flow > scene window advertising > PC standard display advertising > premium product advertising

8. Delivery strategy:

01. Small budget: Use DPM audience package - precise keyword audience delivery

02. Big budget: intelligent targeting across the entire network, choose media packages, industry packages, data markets and other broadly targeted intelligent delivery

03. Give priority to large-size creative images for better results

9. Notes:

01. 360 information flow delivery is very dependent on the previous results. The conversion cost of the first 1-5 is 1.5-2 times higher. It is recommended to suspend it directly and retest it.

02. 360 information flow is particularly prone to explosive growth. It is best to set a planned budget in the early stage to prevent consumption delays and dry consumption without conversion.

Ali Huichuan Investment

Ali Huichuan is a mobile advertising system platform based on Alibaba and UC big data, dedicated to providing enterprises with effective and cost-effective programmatic marketing services.

1. Advertising platform: UC Browser, UC Headlines APP, PP Assistant

2. Advantages: Aggregate Shenma Mobile Search and Alibaba user behavior big data to accurately match people

3. Disadvantages: It is difficult to control the flow and the volatility is large

4. Advertising suggestions: games, e-commerce, finance, and APP downloads

5. Placement: UC Browser, UC Headlines APP, PP Assistant

6. Billing sorting:

01. cpc

Billing: Billing = comprehensive score of the next ad / quality of own ad + constant term

Sorting: Comprehensive score = bid * ad quality * 100

02. cpm

Billing: Billing = comprehensive score of the next advertisement + constant term

Sorting: Comprehensive score = CPM bid

7. Matters needing attention:

01. Interests and keywords are in a union relationship, and combined delivery will lead to inaccurate keyword targeting

02. Small budget: only choose interest keywords combined with basic targeting

If you use smart bidding, it will be accurate in the early stage, and when the conversion rate reaches about 10, you can gradually relax the targeted expansion.

Expansion method:

① Change to accelerated delivery

② Slowly add related interests

③ Turn on smart expansion

④ Open the maximum expansion

Note: Expand the amount gradually in the order of ① to ④ (increasingly large), expand the amount at most twice a day, do not adjust multiple times

03. If you have sufficient initial budget and are in urgent need of traffic, you can choose:

① Keywords + interests

② Crowd interests, without keywords

③ Use smart bidding to let the system automatically find the conversion group

04. The UC information flow effect often has explosive volume, such as a sudden surge in consumption during a certain period of time, but very few conversions. This is a system problem and cannot be solved for the time being. (Usually the peak period is 12-14 o'clock)

Kuaishou information flow delivery

Kuaishou is a well-known short video application platform in China. It has 100 million daily active users and over 700 million total users. Short videos are also the hottest mobile product nowadays and have attracted a lot of attention from netizens.

1. Advertising platform: Kuaishou APP

2. Advantages: Various targeting methods and a large number of active users

3. Disadvantages: Depends on the quality of video material, and traffic fluctuates greatly

4. Advertising suggestions: All industries

5. Display location: user discovery page, video playback page, landing page/app market

6. Orientation method:

01. Commercial interest: intelligent recommendation or crowd interest

02. DMP crowd package: conversion crowd data package, theme crowd package, expansion crowd package, etc.

03. Internet celebrity fans: Based on the categories of Internet celebrities on Kuaishou, identify the fans who follow Internet celebrities

04. Interested video users: Target users based on the video tags preferred by Kuaishou users

7. OCPC delivery precautions:

01. When investing, the initial target cost can be about 0.5 yuan lower than the acceptable cost. The target cost price can be increased after the volume increases.

02. Use interest targeting or DMP + OCPC. Since the target audience is small, the initial target cost is slightly higher than the acceptable cost.

03. It is recommended to run the campaign all day in the early stage to test the conversion effect at different time periods and ensure comprehensive data collection

04. Do not adjust the price within 3 hours. It is recommended to adjust the price at most once within 2 days (requires certain data accumulation)

05. After creating OCPC, try not to make major adjustments. The degree of impact of adjustments on the model is: change speed < change period < change direction

For advertising, please contact Qinggua Media official