Baidu search oCPC four-stage optimization direction

Regarding the four-stage optimization directions of Baidu search oCPC , I will sort it out with you here.

1. Study period

This is the most important in the early stage of package building. The learning period is when the system is modeling. During this period, if the accuracy of the conversion data is low, it will easily cause the model to be inaccurate, which will in turn cause the second-order running volume to be inaccurate and the effect to be poor. Therefore, if the data is not good at this stage, do not easily check the data into the second stage. It will be better to ensure that the conversion data is more than 70% effective .

If any problems arise during the learning period, they can be handled according to the four-quadrant rule . It is best to solve any problems during the learning period. Otherwise, after entering the second stage, it will be difficult to adjust and optimize.

2. Growth stage

Completed data accumulation and just entered the early stage of the second stage.

It is not recommended to make major adjustments when you first enter the second-order oCPC package, as this can easily cause the model to oscillate and prolong the learning period. While ensuring the accuracy of the first-order data, it is important to ensure that the eCPM (CPA, creative CTR, landing page CVR) is sufficiently competitive. Only with good presentation can there be subsequent click conversions.

3. Maturity

After entering the second stage for a certain period of time, various data such as display, click price, cost, etc. are relatively stable.

During the mature stage, it is generally not recommended to make major adjustments to the related materials in the oCPC package, as this will affect the stability of the account and cause fluctuations in results.

During this period, you can periodically add keywords to expand your reach. If you need to expand the volume, it is recommended to increase the budget, add words, appropriately increase the CPA, or adopt a large-scale model.

4. Decline

If the account has the following performance, it can be considered that the oCPC package is declining:

① From the perspective of promotion effect, it may be that the conversion rate is gradually decreasing;

② From the consumption point of view, it may be that the money cannot be spent, resulting in poor conversion effect;

③ There may be insufficient population coverage, because oCPC also expands the volume based on the keywords selected by the account. If the product demand cycle is longer, once the traffic is expanded, it may face the problem of insufficient traffic.

If you want to optimize, you still need to solve the problem from the root, and find ways to increase revenue: spend money and expand traffic; save money: reduce funnel loss as much as possible for incoming traffic.

▸Open source, broaden the traffic pool:

① When setting the initial CPA, it is recommended not to set it too high. It should be within a controllable range. For example, how many conversions you hope to have in a day, and then set the cost based on the existing budget.

If it is set too high, you will get fewer conversions within a limited budget. Over time, the system will roughly figure out the amount you need, and the traffic allocation will gradually become less and less. Therefore, it is necessary to set the CPA reasonably, and even set it slightly lower than the original expected CPA in the initial stage (not less than 80%), and then gradually increase it.

If the cost is high in the initial stage, it is not recommended to enter the second stage, as it is not conducive to gaining volume or reducing costs, and there is little room for subsequent optimization.

Because the second order is modeled based on the first order data, if the first order data is not run well, the second order modeling will not be accurate enough. What the second order can remember is the cost of the first order to achieve effective conversion, and the system will expand according to this cost. If the cost is limited, the system will be constrained and the oCPC package may not be able to increase in volume.

② After steadily entering the second stage, pay attention to the search term report, optimization suggestion report, etc., add business-related words in the report, continuously expand the traffic pool, continuously add potential conversion words to the account, and provide more conversion traffic for the account. This is a positive operation. There is no need to worry about affecting the model. Doing it a small number of times will hardly have a big impact on the model, so duck does not have to be restrained.

▸Throttling , reducing funnel losses :

①eCPM traffic distribution is related to three factors: CPA, creative CTR, and landing page CVR. Therefore, in order to obtain more traffic and exposure, in addition to increasing CPA, creative CTR and landing page CVR are the key points we need to improve and optimize.

Improving CTR requires optimizing creative copy, style, and pictures. I will not elaborate on this here. You can go to the relevant courses in the special training camp.

oCPC conversion is divided into shallow conversion and deep conversion. When doing daily data, such as consultation cost, intention cost, and transaction cost, it is recommended that everyone do statistics and calculate the conversion efficiency. If the conversion efficiency is low, it is recommended to set the conversion to deep conversion to improve the conversion efficiency from the source.

②The oCPC model is constructed based on the traffic running in the first stage of CPC. Whether the first-stage running volume is real and effective will affect the establishment of the model. Therefore, in the first stage, it is best to keep the efficiency at around 80%. The higher the efficiency, the higher the accuracy of the model. In this case, entering the second stage will have more advantages in expanding the second-stage model and can better slow down the decline period.

Author: Aiqi SEM

Source: Aichi SEM