Kuaishou Advertising | How to promote on Kuaishou?

Kuaishou advertising is to place advertisements in the information flow of the Kuaishou APP and promote them to all Kuaishou users in the form of native advertisements. Kuaishou’s advertising position is in the fifth position on the discovery page of the Kuaishou APP. Advertisers place their ads through bidding. Advertisers with higher bids get priority display opportunities. The same ad can only be seen once by the same user within 24 hours.

What are the characteristics of Kuaishou advertising? How to place it? Let’s take a closer look below.

1. Features of Kuaishou Advertising

Display platform: Kuaishou main APP, Kuaishou Express version

Ad formats: incentive videos, splash screen videos, full screen videos, Draw vertical videos (you can skip after watching for five seconds), information streams

Advertising advantages: various targeting methods and a large number of active users

Disadvantages of advertising: Depends on the quality of video material, traffic fluctuates greatly

Channel features: Quasi-advanced intelligent channel, which can be used for general investment, relying on basic targeting, and through creativity and intelligent bidding, the system can automatically find the target population.

Advertising suggestions: All industries, but it would be better to focus on some cost-effective, medium- and low-priced products.

2. Kuaishou Advertising Display Style

1. Kuaishou advertising display style (with cover)

It is mainly displayed on the user's discovery page. If you have not set it or it is by default, Kuaishou short videos will be displayed in the form of a cover and will not play automatically. In this case, it relies on the cover content to stimulate click-through rate.

After the user clicks on the cover, they will enter the video page. There will be a [Learn More] button below the video. Clicking this action button will lead to our page.

2. Kuaishou advertising display style (with cover)

If we set [Large Screen Mode] in the settings, it will be an immersive video display like Tik Tok. Advertisements will appear when you swipe up and down, and users can directly click [Learn More] to enter our page.

3. Kuaishou Advertising Promotion Bidding Method

Kuaishou provides three billing models: CPC, CPV, and OCPC to meet the different needs of advertisers.

1. CPC (cost per click)

Click bidding is the most common bidding method and is applicable to all types. It can be simply understood as the higher the bid, the more advanced the ad position, and the more high-quality advertising resources you get. The price starts from 0.1 yuan for Android and 0.2 yuan for iOS. The fee is calculated once the video starts playing (only one fee is charged if the video is played again within 20 minutes).

2. CPV single exposure cost

CPV refers to the fee required for one exposure of an advertisement. CPV is more suitable for brand promotion. It starts from 0.15 yuan for Android and 0.3 yuan for iOS. The fee is calculated once the video is played for more than 3 seconds (repeated 3s playback within 20 minutes is only calculated once).

3. OCPC target conversion cost bidding

OCPC is charged based on the corresponding CPC/CPV, but it can make the average behavioral click cost reach the expected target value as much as possible, which is suitable for those who want to obtain a large amount of conversion effect data. By investing an experimental budget first, we can see what kind of users with certain characteristics are more likely to convert into inquiries, messages, downloads, etc. after seeing the ads. Then, you can serve ads to more users who meet this characteristic and obtain more conversions at a lower price. (Currently in the public beta stage, only some Android advertisers can use it, and it will be released for use later.)

Traffic is mainly divided into two parts: "fast traffic" and "off-site traffic". Its alliance traffic includes some other cooperative apps, aggregating high-quality traffic from the entire network, covering 29 industries and 116 sub-industries, including games, entertainment, and tools.

5. Kuaishou advertising targeting method

1) DMP crowd packages: third-party selected crowd packages, industry crowd packages, small store crowd packages, festival crowd packages, etc.

2) Behavior targeting: behavior words (category words, keywords), intentions (select the most core one or several)

3) System optimization

4) Basic directional + general investment

5) Kuaishou influencers: data websites (Yahoo data), benchmark accounts (those with similar fan data)