30 most common oCPC delivery questions and answers!

In this article, I have sorted out 30 of the most frequently asked questions about oCPC and answered them in the form of Q&A. I hope it will be helpful to you.

1. How to choose oCPC access mode? oCPC or eCPC?

oCPC adopts an intelligent delivery method to help advertisers control conversion costs and increase conversion volume. There are two types:

1) Target CPC (oCPC) : Advertisers with sufficient leads and who prioritize controlling conversion costs and maximizing conversion volume; use machine-automated bidding to control the cost per acquisition (CPA) and ultimately achieve their goals.

2) Cost-per-click bid coefficient (eCPC) : Applicable to advertisers with sparse leads and whose primary goal is to increase the number of leads (CV) and improve conversion rate; optimize the conversion rate (CVR) through machine automatic bidding to ultimately achieve the goal.

2. What are the threshold requirements for oCPC to enter the second level?

Currently, oCPC has fully covered the low-threshold method for the mobile traffic range. If the cumulative number of leads reaches 30 in 7 days, you can enter the second level.

3. How to choose data access method and conversion type

1. Choice of access method: The choice should be made based on the advertiser’s development capabilities, promotion scope, and conversion demands.

2. Choice of conversion type: guide advertisers to truly express their conversion demands. Do not select an inappropriate type with the purpose of entering the second order, otherwise it will affect the accuracy of the oCPC model.

4. oCPC automatic targeting rules?

1. What is automatic orientation?

1) It is a method of expanding search volume by searching for oCPC with the premise of ensuring conversion costs.

2) Automatically expand keyword matching types to help explore more high-conversion potential users and increase conversion volume.

3) Two types of traffic expansion methods:

Expansion mode: conservative expansion, balanced expansion, aggressive expansion

Breakthrough targeting: time period, region, negative word (not yet online)

4) Only effective in the second phase of oCPC.

2. Principle of expansion: oCPC expansion = smart matching + oCPC new trigger

1) In oCPC mode, the keyword matching mode will be automatically expanded to "smart matching" mode (keyword matching will be invalid)

2) On this basis, oCPC will further explore and expand new industry traffic related to promotion business and conversion goals (oCPC new trigger)

3) The overall oCPC expansion is carried out gradually while ensuring costs.

5. How to set oCPC cost?

Before entering the second stage, the cost setting cannot be lower than 80% of the recommended value;

After entering the second stage, the cost can be set as needed, but pay attention to the relationship between traffic and cost. It is recommended to adjust the range by 10% each time; the adjustment frequency should not exceed 2 times a day.

When the cost is set to 0, the second order is exited.

6. How should the volume of oCPC delivery packages be expanded?

Expansion method:

1. oCPC bidding and traffic allocation factors, bidding formula: eCPM = CPA (conversion cost) * CTR (creative click-through rate) * CVR (landing page conversion rate) X 1000.

2. Bidding dimension: The model calculates bids at the real-time search granularity for each individual.

3. Optimization focus: Optimize and expand the targeting scope, optimize creativity and landing pages, CPA bidding, account structure management, and budget adjustment.

4. Suggestions for expansion: actively bid, expand targeting, systematically expand volume & business point delivery, optimize creativity, and optimize landing pages.

7. The low-cost and unstable traffic in the first stage is caused by oCPC?

No, oCPC will not be effective in the first stage , so traffic and cost are not oCPC issues yet.

8. [Account Setting] What suggestions do you have for the initial use of oCPC?

1. When using oCPC, try not to make major changes to the plan you have started (such as adding or deleting more keywords, modifying creatives and landing pages, etc.).

2. It is recommended that you extend the observation time as much as possible and evaluate the overall effect.

3. The three days before entering the second-stage delivery is the model learning period. Try to reduce human interference as much as possible, such as adjusting CPA, adding or deleting words, etc.

9. What optimizations can be made to the first-order state?

1. Select the bidding method that suits your account. When the number of leads is sufficient, advertisers who want to control conversion costs can choose the target conversion cost (oCPC); when the number of leads is relatively sparse, advertisers who want to increase the number of leads (CV) and improve conversion rates can choose the click bid coefficient method (eCPC).

2. Set up delivery packages according to the relevance of account business, or group them by business type. This is suitable for large customers with obvious business classification. If the account is small in scale, it is recommended to deliver to the entire account.

3. In the first stage, try not to make major changes to the plan you have started, and reduce human interference (such as adjusting CPA, adding or deleting more keywords, modifying creatives and landing pages, etc.). Major adjustments will affect the accuracy of account model learning.

10. What should you pay attention to when advancing from the first stage to the second stage?

Stable delivery is guaranteed in the first-order process.

① Account selection : If the recent delivery effect of the corresponding account plan/unit is in line with your expectations (for example, the bid cost and delivery effect of the plan unit are ideal in the near future and you can accept it; for example, the conversion volume is good, the cost is within an acceptable range, and the ROI is close to expectations), it is not recommended to use a new account.

②First-order optimization : Try to avoid large-scale adjustments to accounts, such as adjusting CPA, adding or deleting words, modifying creatives and landing pages, etc., to avoid affecting early model learning and the effect of product oCPC.

③Data verification : Carefully complete the conversion data verification. Only when the background conversion data is consistent with the actual business volume can the accuracy of the model be guaranteed. (The error is guaranteed to be ≤10%)

11. Why can’t I enter the second stage of oCPC?

1. Confirm whether the delivery package has completed “data verification”.

2. Check whether the "target conversion cost" of the delivery package is set or the cost is less than 80% of the recommended value.

3. Confirm the bidding method and second-level threshold standard used for the delivery package.

4. Check whether there are any sudden increases or decreases in conversions or data interruptions in the past 7 days (low threshold) or 3 days (regular threshold). If there are any abnormalities, the model will remove the abnormal data. After removing the abnormalities, data needs to be accumulated again. If there are no abnormalities, you can provide feedback to Fengling.

12. Why is the keyword matching relevance not high in the second-level oCPC state?

Step 1: Use the oCPC search term report to check whether “irrelevant keywords” are oCPC.

Step 2: oCPC will automatically help customers expand their volume based on controlling the target cost. When expanding the volume, it will break through the customer's purchase matching pattern to help the customer trigger more traffic. During the expansion process, some individual search terms may not be relevant, but the system will still ensure the overall target conversion cost. You can focus on the conversion volume and conversion cost indicators.

Step 3: There are three levels of automatic targeting, which can be adjusted according to the situation of the corresponding account.

Step 4: If the keyword matching problem is not caused by the above situation (not caused by oCPC), please report it to the online Fengling "display" problem according to the specific situation.

13. After oCPC level 2, what should I do if I want to control nighttime traffic?

You can use time-parting .

If you do not want to give up nighttime traffic, you can adjust the CPA control, lower the CPA at night, and adjust it back to normal during the day. However, be careful not to adjust the CPA too frequently in one day to avoid affecting the model.

14. Can I adjust keyword bids after entering the second stage?

1. In oCPC mode, keyword bidding is invalid and bid adjustment has no effect on delivery. The bidding ability can be controlled by adjusting CPA.

2. For keyword bidding to work properly under eCPC, it is necessary to adjust the ratio between click bid and premium coefficient.

15. After the account enters the second stage, I want to make adjustments to certain plans. What should I do?

1. In the case of full account delivery, if you want to optimize a specific plan separately, you can take this plan out separately as an independent delivery package to set up oCPC delivery and optimization.

2. When a plan group is deployed, it can support adding and deleting plans.

16. After using the oCPC delivery package, will my bid become invalid?

Phase 1 (oCPC CPA is not effective, or your keyword bid is effective):

Data accumulation phase. The accumulated data is used to analyze traffic with higher conversion rates. The system still charges CPC.

Phase 2 (oCPC CPA takes effect, keyword bidding becomes invalid):

Intelligent delivery stage. When the conversion volume meets the daily threshold, it will enter the second stage (when the conversion volume does not meet the threshold, it will remain in the first stage until it reaches the threshold). After you set the target conversion cost, the system will increase bids or expand triggers to capture traffic with high conversion probability, and reduce bids or not bid for traffic with low conversion probability to maximize your conversions and control conversion costs to approach your target conversion cost.

17. How to view the oCPC search term report

Step 1: Log in to the promotion background and click the "Data Report" button.

Step 2: Select "Search Term Report" in the left menu bar.

Step 3: In the search term report, select “Sub-trigger mode” in the “Sub-segment” category.

Step 4: Click on "Trigger Mode" in the report to filter the "Smart Matching - oCPC" category to view it.

18. How should the oCPC delivery package structure be built?

Create oCPC delivery packages according to the same conversion type or the same conversion goal (CPA).

19. What should I do if there is a problem with oCPC delivery package matching?

oMatching logic in CPC mode:

oCPC will automatically expand the keyword matching mode to the "smart matching" mode; on this basis, oCPC will further explore the expansion of new industry traffic related to promotional business and conversion goals; the overall oCPC expansion is carried out gradually under the condition of ensuring costs.

oCPC automatic targeting search term report:

In the search term report, segment by trigger type. If the trigger mode is not the "Smart Match-oCPC" search term, it is not brought by automatic targeting.

If the search term is brought by oCPC, please check whether the conversion cost is stable. If it does not exceed the conversion cost, it is recommended that you do not pay too much attention to relevance, because automatic targeting will locate target customers based on population and intent, bringing you more conversions.

You can also submit a search term report within 3 days (only keep search terms with low relevance) for investigation;

If the conversion cost is exceeded by a large margin, you can reject the word or lower the gear to conservatively expand the volume. Lowering the gear may affect the conversion volume, so please adjust it as appropriate.

20. oCPC is delivered to the entire account, but the data of the entire account is inconsistent with the data reported by oCPC?

1. PC or WISE differences: oCPC delivery packages currently only support PC or WISE delivery alone, and do not support simultaneous delivery of a package to PC and WISE. Therefore, you can check the effective traffic type of the delivery package and then compare it with WISE or PC consumption;

2. Whether there is a multi-account package (invite experimental customers, not open to a large area);

3. If the data does not match, you can check whether there is any missed conversion source. For example, in the case of multiple landing pages (Jimuyu + others), only one conversion source is selected, resulting in mismatched conversion data.

21. What is the difference between oCPC and other previous expansion and matching products?

oCPC products do not simply expand matching, but flexibly control matching by estimating conversion rates through big data models.

Even if a query is an exact match to the words purchased by the customer, if the estimated conversion rate is low, the ad may not be triggered.

22. At the first level, traffic with the bd_vid identifier comes in. Is this normal?

This is normal. Once conversion tracking is established and the tracking code is added, there will be a bd_vid logo. This part is not the traffic brought by oCPC.

23. The ACP of the second-level brand word is too high. Large projects have no traffic, small projects spend money quickly, and the overall conversion quality deteriorates. What should I do?

Projects with different costs can be packaged into different plans and the conversion cost (CPA) can be set separately;

Both oCPC bidding modes currently support plan group packaging. Brand words are optimized separately.

24. How to deal with the problem of invalid leads in oCPC?

Step 1: Self-examination - clarify the advertiser's definition of "invalid leads".

① If the leads have not actually turned into orders/consumption, or have not reached the next step of deep conversion, etc., advertisers are advised to adjust the conversion type: such as switching to deep conversion.

② If the clue is not related to this business: self-check the search term report;

③ The clue is not from the local domain: check whether the search term intent switch is turned on;

④ The customer leaves after asking a question: confirm whether the customer service representative responds in real time;

⑤ Low lead conversion: confirm whether various account optimizations have been done;

⑥No conversion of leads: This is not a problem of invalid leads. Step 2: Enable consultation anti-harassment settings - applicable to Jimuyu consultation customers

Entrance login: Jimuyu Platform - Marketing Components - Component Management - Marketing Communication - Consultation - Anti-harassment Management Step 3: Submit Wind Chime - When the following situations occur, you can submit Wind Chime for feedback:

① Consultation: just saying hello, malicious conversation, swearing, meaningless characters, garbled characters, emoticons, not speaking, chatting, deliberately confusing regions, etc.

②Form: Abnormal number - empty number, out of service; No answer - powered off, rejected, out of service area, no one answered; Swearing; The mobile phone number is not filled in by the person himself.

③Cheating/Malicious Traffic Attack Site

Specific requirements: A single account has ≥50 invalid leads in a single day or ≥50 invalid leads for multiple days cumulatively and the invalid leads account for ≥50% (if the cumulative number of days reaches that level, they will be combined and submitted once). The invalid leads account for = the number of invalid leads / the total number of leads in the account.

Wind chime processing time: 2 weeks.

Wind Chime processing direction: Qualitative damage assessment and invalid click filtering are free of charge.

25. After enabling oCPC, the cost per click (ACP) of keywords is particularly high. What should I do?

In the oCPC mode, the system and model will make real-time estimates and judgments based on information from various dimensions such as [population intent, search terms, region, time period, context, industry, user historical behavior, user portrait, etc.]

Automatically bid based on current conversion and click values ​​to maximize conversions within the expressed CPA constraints. The key is to see whether the conversion cost and conversion volume are better than the CPC delivery, and downplay the ACP indicator. If the CPA cost is high, you can lower the CPA or tighten the expansion level to balance the conversion cost and volume.

26. Is it possible that the conversion cost for a single day in oCPC is higher than the set target conversion cost?

It is possible that due to changes in traffic, account operations, etc., there will be brief exceedances every day. But the strategy will learn and adjust quickly and will not exceed 20% for three consecutive days.

27. Will the daily data statistics of oCPC consulting deduplicate the same consulting client?

Visitors will not be deduplicated, but situations where there are two conversions in one click will be deduplicated.

28. After the oCPC full-account delivery package enters the second level, will the newly added plans also enter the second level?

It will automatically enter, but you need to comprehensively evaluate the impact of the new plan on the overall traffic acquisition of the delivery package (such as consumption ratio, material ratio)

If the proportion is high, it will affect the stability of the delivery package. When adding a new plan to an APP delivery package, you need to create a new conversion tracking system in a timely manner to access the conversion data.

29. What should I do if multiple accounts under the same entity compete with each other for traffic after the second level of oCPC?

On the one hand, we can focus on the overall delivery effect of the subject. On the other hand, in the long term, it is recommended to gradually implement differentiated account configurations to avoid highly overlapping account situations. In the short term, you can set CPA differently, and set creatives, pages and other controls differently to achieve differentiated optimization.

30. How to increase the effective leads of oCPC delivery packages?

This can be optimized by leaving clues. The system will automatically identify and merge the clue information in the conversation and count this conversation as one effective conversion.

To ensure accurate identification and complete statistics of conversion data, it is recommended that customer service staff respond with specific code words after receiving the visitor's lead information, so as to align the conversion numbers of both the system and the customer service side.

Author: Baidu Beijing Marketing Center

Source: Baidu Beijing Marketing Center