Learn about OCPX smart bidding models such as Toutiao and Guangdiantong in 5 minutes

I changed batches of materials, but there was no effect on my account! Has anyone ever encountered this situation?

Whether it is Toutiao's information flow advertising or Guangdiantong's information flow advertising as an advertisement to find people, the material is indeed very important, because when users are scrolling, if the material is not attractive, they are likely to jump by.

However, we cannot always be blinded by the surface of things. The account has no effect and no volume, maybe it’s because of the “bid”!

Because the platform system allocates different traffic to each type of bidding system.

Whichever type of media is the most profitable way, then it will give you the largest traffic, so CPM is the most profitable bidding method for the media, and naturally it will give you higher exposure.

Generally, the system allocates traffic in the following order: CPM>CPC>OCPM>OCPC>CPA

So, do you understand? It’s not a problem with the material, but a problem with the bidding method!

So, today we will take a detailed look at the OCPX smart bidding of information flow!

Friends who are new to information flow may feel very tired.

Learning information flow is already difficult, and you have to deal with a lot of unclear bidding methods, not to mention adjusting the price correctly!

Let’s first understand what bidding methods are included in OCPX smart bidding.

OCPX=OCPC, OCPM, OCPA, CPA

1. OCPC

The abbreviation of Optimized Cost per Click, which means optimized click payment, is essentially still paid according to CPC.

The accuracy of adopting a more scientific conversion rate estimation mechanism can help advertisers improve conversion completion rates while obtaining more high-quality traffic. Based on the advertiser's bid, the system will adjust the bid dynamically based on multi-dimensional, real-time feedback and massive historical data, and intelligently adjust the bid according to the estimated conversion rate and the competitive environment, thereby optimizing the advertising ranking, helping advertisers to compete for the most suitable traffic, and reducing conversion costs.

2. OCPM

The abbreviation of Optimized Cost per Mille, which means optimizing the bid per thousand impressions. In essence, payment is still based on CPM. A more accurate click-through rate and conversion rate estimation mechanism is used to show ads to users who are most likely to convert. This not only increases conversion rates, but also reduces conversion costs while gaining traffic, allowing for faster growth.

3. OCPA

The abbreviation of Optimized Cost per Action, which means optimized behavioral bidding, is essentially paid according to CPA. When advertisers select specific optimization goals (for example, mobile app activation, website ordering) during the advertising delivery process, provide the average price they are willing to pay for this delivery goal, and promptly and accurately transmit performance data, we will use the conversion estimation model to estimate the conversion value of each click to the advertiser in real time, automatically bid, and ultimately charge per click; at the same time, our conversion estimation model will be continuously and automatically optimized based on the advertiser's advertising conversion data.

4. CPA

Advertising is priced based on the actual effectiveness of advertising, that is, charging is based on the number of valid questionnaires or orders responded to, without any limit on the amount of advertising placed.

So what are the differences between these many bidding methods?

In fact, by definition they are the same, just the payment method is different.

All bids are automatically optimized by the system based on conversions (such as submitted forms, consultation tools, etc.). It is generally divided into two stages. The first stage is the data collection stage, according to normal CPC and CPM bidding, and the second stage automatically floats the bid based on the conversion traffic.

For example.

Suppose you have targeted 5 types of visitors, namely: Type 1 visitors, Type 2 visitors, Type 3 visitors, Type 4 visitors, and Type 5 visitors.

If the CPC bidding method is used, it is the average bid. Regardless of which type of targeting method has good conversion data, the bid is the same.

But if it is OCPC bidding method, it is smart bidding. For example, if Target 1 brings you 10 conversions and Target 2 brings you 1 conversion, the system will help you find similar people based on the label of Target 1 and provide bids for this part; and reduce the bid for Target 2 without conversions.

Do you understand? One smart bid and one non-smart bid.

Non-intelligent bidding, such as CPM, CPC, etc., are average bids. No matter which type of targeted conversion is better, the bid is the same. Therefore, it tests our ability of orientation more.

Smart bidding, such as OCPM, OCPC, CPA, etc., their bidding is more targeted and is divided into two stages. The first stage in the early stage is precise delivery. After obtaining conversion data in a certain targeted manner, we enter the second stage, start to relax the targeting, and update the creativity in a timely manner.

Of course, you can also make broad launches in the first stage and only filter traffic through certain creative ideas, so that you can transition to the second stage more quickly. But this will also have corresponding disadvantages. Since the conversion data needs to be tested in the early stage, the cost will be relatively high!

But no matter which bidding method we use, as long as we operate it properly, we can keep the cost within a reasonable range!