OCPC bidding strategy!

As the threshold of the ocpc model gradually decreases, more and more people are starting to test smart bidding . Accounts that originally ran CPC feel that they can’t allocate much traffic and have no money to spend.

I used to complain about the high conversion cost every day, but now I can’t spend the money. Due to the situation, those who used to run CPC now join the Ocpc camp.

So today I have sorted out for you some of the problems we may encounter when launching ocpc, including high conversion costs and fluctuating effects, low effect conversion rate and so on. In the face of these, how should we optimize and improve our conversion effects?

Many people are saying that the ocpc model can quickly obtain traffic, quickly obtain accurate leads, and control costs at the same time, but there are also some people who say that the ocpc model cannot be touched.

So now I will explain to you my personal understanding and practical experience. During the delivery process, the problems we encounter are generally the problems that the O model will encounter, and the cost of the O model cannot be controlled, the effect is good today and not good tomorrow, the efficiency is low, etc. For such problems, how should we use our actual experience to optimize, and how to improve the conversion rate of the form?

1. Ocpc has high cost

There are several reasons why the cost is high: low click-through rate, low conversion rate, inconsistency between the background data and the actual data we feedback, and unreasonable settings of our accounts. Here I will first explain the main problem of low click-through rate.

1. Conversion rate

The OCPC model is AI-based and can help us improve the effective conversion rate. However, after we used the OCPC model, our conversion rate is still low, which means that there may still be problems with the following three points: 1. Check our keywords to see if there are any negative words; 2. Check to see if our outer layer clearly highlights the focus of the event we want to show, and whether customers can get the focus of our event; 3. Check to see if our landing page highlights the key points of the event and whether it captures the customer's pain points.

2. Click-through rate

The problem of low click-through rate may be that we have used the same material for too long, resulting in data aging and the decay of our plan life cycle. Therefore, we need to update our materials regularly. It is generally recommended to replace the materials, outer images and copywriting once a week. At the same time, our outer copywriting can be optimized according to the top few references prompted by the copywriting optimization center.

3. Techniques for reducing costs

We must first find the keywords with relatively high display in our delivery plan, and at the same time add targeted keywords and delete negative words. Increasing the traffic exposure on the day should be accompanied by a 5-10% bid reduction.

Then, after a period of time and when our planning model is stable, we will carry out the above operations and make regular small adjustments up and down to reduce our conversion costs.

If the operation effect of the first stage is good, and the effect of the second stage is reduced, we can copy the CPC planning model to run it, and at the same time perform CPC optimization logic on the above operations, adjust our traffic direction and consumption stability, and then add it to the OCPC delivery plan.

2. The effect fluctuates greatly

In the past, the effect of ocpc fluctuated too much because we frequently adjusted the promotion time period and regional delivery of the plans in the account, added some keywords and deleted some keywords, which caused our plan life cycle to be sharply reduced. It is recommended to adjust it no more than three times a day, and do not adjust a running plan too frequently. If there is little conversion effect data on the day, it will also have an impact.

Because account modifications will affect the relevant traffic that we match with traffic words, and the ratio of matching traffic, the more modifications you make, the greater the impact, and the fluctuation effect will be the greatest at the same time as the changes, so you should check the nearest delivery areas and delivery times a few days in advance, add more relevant keywords to operate, etc....

For example, these four factors will affect the life cycle of our plans. The modification of the delivery area is very large, the modification of the delivery time is relatively large, a large number of our display plans for the past month, and the advertising plans that have already been clicked, the keywords in the delivery plan, and the large number of copies of the same model of ads.

I have summarized the following five methods to solve these problems:

1. De-link the same delivery plans in our plan and merge them into one to increase the traffic and conversion effect obtained on the day;

2. For internal delivery plans that have already gone beyond the planned model, we will continue to optimize the keywords that will improve our plan, and delete the keywords that will affect traffic in our plan;

3. Avoid modifying basic settings such as time period and region;

4. Reduce the frequency and quantity of negative words (the frequency is once a day, and the quantity is controlled to 80 at best);

5. Remove the keywords in our plan that have not been converted in the past half month and replace them with new keywords that we have converted.

3. Efficiency is too low

There are too few leads reserved by customers. The main reason is that our key leads do not match, our outer pictures are not attractive, and our landing pages do not have relevant temptations for customers to reserve forms. Another thing to note is whether our landing page has added SMS verification and whether there are too few required options.

1. Self-examination

The first thing we need to do is to check our account keywords and outer images, as well as the landing page, and the conversion components in the landing page are related to our landing page this time, such as: whether there are any avoidances in the outer image, the people and words to be avoided, whether there are any keywords, avoid useless keyword people, and whether the landing page has set this threshold.

Another thing to note is whether the key components in our landing page are used reasonably, and to ensure that every page and button can be clicked at any time.

At the same time, we also need to see whether the links of our click buttons and the guiding copy can really play a role. It should be noted that different landing page interfaces should use different copy guidance.

2. Creative outer layer optimization

What is the important role of the outer layer in the bidding model? Some people would say that it may be used to impress users, but this is a very superficial view. Its real role is to impress users and control them.

Therefore, we can use the outer layer to avoid users with lower intentions. While controlling the click-through rate, we must also improve the information quality of the customer's reserved form.

Summarized as follows: Effectively improve the relevance between keywords, outer layer images and landing pages, avoid some invalid groups of people, the outer layer should highlight the needs of users, and it can be confirmed that the copy of the outer layer image must be relevant to the first image of the landing page.

3. Landing Page Optimization

After the user clicks on the outer layer image, the first image that appears is the landing page header image. This is an important link in converting users. Therefore, we should focus most of our energy on the outer layer image and make sure that the outer layer image has a clear correlation with the landing page header image and is highly relevant to the keywords.

Secondly, for different keywords, if the key differences are relatively large, we can make different plans and put them into different ones for testing, similar to the Jimuyu model, carrying and distributing different traffic, so that more keywords can be effectively converted, so that we can get more exposure traffic.

Another point is that you can use the outer map to circle some users who can be converted, and introduce them on the outer map and on the landing page, as well as the industry threshold and approximate cost, so that users can understand them, so as to avoid too many users leaving clues but invalid conversions.

Finally, a word

The optimization logic of the Ocpc model is the same as that of our manually operated cpc model. Both operate account data to continuously improve and optimize the conversion and display of our advertisements.

We can think of Ocpc mode delivery as an AI system, but it is still based on the base settings we set for the account.

As more industries and different account budgets start to adopt O mode, smart bidding will continue to increase. The benefits of O mode may be short-lived or have already passed for some industries. Therefore, our colleagues in the same industry should constantly learn new modes and maintain sensitivity to the industry to ensure that they will not be eliminated in the industry.