Should oCPC be based on click bid coefficient or target conversion cost?

From the first half of the year to now, Baidu oCPC has been loved and hated. Many friends are communicating and trying it. Smart bidding has become a trend. Everyone is eager to try it, but they are afraid of being cannon fodder, right?

Baidu oCPC is currently divided into two types:

1. Target conversion cost control is suitable for customers with sufficient conversion data (which can meet the second-order threshold), less demand for account operations, and who focus on conversion costs. (hereinafter referred to as oCPC)

2. Click bid coefficient control is suitable for customers with sparse conversion data, large fluctuations in conversion costs and conversion volumes, frequent operations, and high control requirements for indicators such as ACP and CTR. (hereinafter referred to as ecpc)

This article mainly focuses on the medical industry and some superficial experience of Baidu oCPC delivery . I hope it can help partners who are exploring ecpc.

At present, compared with oCPC products, ecpc has more autonomy over acp and cpa. Of course, advertisers still have a lot of distrust in Baidu’s current intelligent modeling and intelligent data analysis, which is one of the reasons for switching to ecpc.

The author compared several projects horizontally (monthly consumption exceeded 1.5 million and the time span exceeded half a year), and confirmed the vague distrust in feeling and the hard distrust in data. After high-consumption accounts invested in ocpc, the cpa was unstable.

In recent times, in practice, ecpc is more suitable for main accounts or middle accounts , that is, the account is in a semi-custodial state, and the controllable part is the premium coefficient.

The official language of Baidu for premium coefficient is:

The maximum premium coefficient should be greater than or equal to 2.0; the minimum premium coefficient should be greater than or equal to 0.1, and cannot be higher than the maximum premium coefficient.

The lowest premium coefficient can be ignored because it is basically not used, but the highest premium coefficient may be several times the actual bid of the keyword.

Why?

In addition to multiplying the ecpc premium coefficient, the actual bid of the account is also multiplied by various time period coefficients, mobile device coefficients, etc.

Therefore, if low-cost traffic users set up ECPC, the tolerable ACP floating range is only a few cents. However, when multiplied by the maximum premium coefficient, the price of a single click will be completely beyond the acceptable range. Of course, the CPA will rise sharply. Therefore, low-cost traffic users are not suitable for using ECPC.

Furthermore, the audience targeting setting in ecpc is actually a process of secondary marketing for the search population, intended population, and target population, and the data feedback is quite good.

Crowd targeting settings:

▶Step 1 : Enter [Targeting] from [Promotion Management]

▶Step 2 : [Create a new group] Enter the drop-down menu - [Create a new group with characteristic behaviors]

1) Search history: target audience for secondary marketing based on search terms.

Note: Due to the limited number of word packages, they can be divided into multiple word packages.

The word package selection can start with brand words , then the search words that generate orders, leads, conversations, and forms, and finally the search words generated by the account background.

[Crowd Name] can be named according to the search term type to facilitate data tracking and effect optimization.

2) Browsing history, all domain names promoted by the account, competitive domain names, etc.

▶Step 3: After the crowd plan is created, it will be displayed as

After this population plan is created, it will be associated with the account-specified plan.

If the crowd plan needs to be associated with ecpc to obtain more big data intelligent delivery, enter the [ocpc] management page to continue binding.

▶Step 4: Enter [ocpc]

Click [ocpc delivery package], expand [crowd preference], add the prepared crowd package, set [minimum bid coefficient] and [maximum bid coefficient]

Baidu explanation: To ensure the effectiveness of your advertising, the maximum premium coefficient should be greater than or equal to 2, and the minimum premium coefficient is recommended to be less than 1.

Effect tracking:

By turning on the [Conversion Marker] in the figure below, you can track the conversion.

[Data Status] If authorized, the generated conversions will be recorded in the population plan assessment, and the system will give optimization suggestions based on the conversion data.

[Data status] If not authorized, it will not affect the effect of ecpc population targeting.

Regarding how to track the effect of [Conversion Marker], Baidu’s official explanation is as follows:

After turning on the conversion tag, if a visitor hits a certain group of people, the system will automatically add the corresponding conversion tag to the target URL for click and conversion tracking.

The logo is as follows:

1. renqun_youhua={crowd number}, which identifies the promotion effect brought by crowd optimization (non-traffic expansion part);

2. renqun_tuoliu={crowd number}, identifies the promotion effect brought by crowd flow expansion;

The population corresponding to the conversion can be counted based on the above identification.

Note: The overall conversion of population A is the sum of renqun_youhua={population number A} + renqun_tuoliu={population number A};

The automatic tracking mark after actual delivery is as follows:

Judging from the delivery situation, the ACP is relatively high, but the leads are small and accurate, and the lead cost is 30% lower than the comprehensive cost.

This article was written in a hurry, but I am eager to share my new experience. If you have any results or other objections during the application process, or even the results are unsatisfactory, you are welcome to leave a message at the bottom to discuss with the author. Currently, the platform products are still in an immature stage. Every communication and collision will bring us one step closer to performance, right? I think so! Ha ha.

There is a saying that goes, any problem for a company is not a problem, the biggest problem is that the performance is too low! In December, I will continue to summarize experience and write in practice, so stay tuned!

Every time I write, I sort out my experience again and it is also a learning process. I am grateful to you for reading to the end of the article. If you think this article can be implemented in time, I will be very happy. I wish your account will be better and better!

Author: Time Twilight

Source: Time