What is the difference between the advertising effects of OCPM and OCPC?

This week, I have sorted out several difficult questions that everyone has been facing recently for your reference.

1. What is the difference between the effects of OCPM and OCPC?

Answer: Baidu's information flow ocpm is actually based on Toutiao's ocpm. It finds the conversion population based on the system algorithm. In comparison, ocpm's cost control is better than ocpc (there are definitely special cases). When the unit cost of ocpm exceeds the bid, the system will automatically reduce the allocated traffic or even not give exposure, and judge that this unit has a low score and is unlikely to bring conversions.

However, ocpc (direct second stage) has worse control over costs . Even if the cost is exceeded, the system will still explore and consume. There may even be situations where thousands of consumptions are made without a single conversion. This situation is rare with ocpm.

If ocpc runs the first stage, it is now difficult, that is, the testing cost of the first stage will be very high (I tested 10 units, and 5 units spent 2 times the acceptable cost in the first stage but had no conversion). However, if the unit can pass the first stage within 3 days or even shorter, the traffic in the second stage will be very large, and the cost will be relatively stable, because the system collects information accurately, and the traffic will be larger than ocpm and ocpc (directly in the second stage).

2. Can a single image or three images be placed in one unit?

Answer: It is best to place different creative categories in units , because the traffic allocated by the system, the positions occupied, and the intensity of traffic competition are all different for different categories.

For example: Previously, a large proportion of the exposure was due to single pictures, which squeezed the traffic of large pictures and caused the large pictures not to be displayed. The large image and the three images can be placed together because their overall traffic distribution is similar.

3. In the first phase of ocpc, are the daily bid and targeting changes limited to no more than two times, and are prices not allowed to be reduced?

A: Regardless of the channel, in the first phase (learning period) of smart bidding, try to change as little content as possible (bidding, targeting, creative, page). The system is collecting data. Frequent or large changes will cause the system to collect unstable information, and the modeling plan will most likely fail. In addition, the data labels of previous conversions will become invalid.

Therefore, in the first stage (learning period), we generally do not change bids and targeting more than twice a day, and each bid modification does not exceed 5%.

4. What is the reason why consumption is overly concentrated on a single idea?

Answer: The creative display method you planned to set may be preferred, and the click-through rate of this creative is relatively high, so the system gives this creative more displays and clicks.

5. What is the impact of using or not using creative wildcards?

A: The impact of using or not using wildcards depends on the specific situation.

01. The function of creative wildcards is to trigger similar keywords in the account when searching for keywords. At this time, they will turn red, which can attract users and increase click-through rate.

02. Don’t use wildcards when targeting long-tail keywords, because long-tail keywords are often very specific and long, and they won’t match creatives very well.

03. Don’t use wildcards when placing competitive keywords. If you add wildcards, the competitive keywords will appear in red, which can easily be discovered and reported by competitors.

6. Why is the arrival rate so low?

answer:

01. The website opens slowly and visitors exit without actually visiting the website

02. Malicious clicks will not actually access the web page

03. The statistics code may be added incorrectly, which can also lead to low arrival rate. For example, some pages do not have the statistics code added.

The above are some of the questions we have sorted out. If there are any shortcomings, you are welcome to point them out!

Author: Houchang College

Source: Houchang College