oCPC account optimization actual case

In recent years, the competition in Sogou promotion has become increasingly fierce. Problems such as high promotion costs, low account traffic, and few customer acquisition resources have always troubled the majority of advertisers. So how can we stand out in such fierce competition? Today we will use an oCPC account optimization case to introduce you to a new intelligent delivery model, and use it to improve account performance by 75%.

1. Introduction to oCPC

1. What is oCPC

oCPC is a new intelligent delivery model that can not only help advertisers increase conversion volume, but also control conversion costs. Based on a large amount of population portraits and in-depth conversion data jointly built by advertisers, we help advertisers optimize account conversions. Break through the limitations of keyword bidding and matching methods, screen high-quality traffic to a greater extent according to the target conversion cost set by advertisers, and increase conversion volume while obtaining more high-quality traffic.

2. What are the benefits of oCPC

First: Combining system big data and advertiser conversion data, the oCPC model will conduct in-depth learning and then intelligently match traffic, which can effectively control the conversion cost of Sogou promotion;

Second: Handing over account placement to oCPC can greatly liberate manual optimization and improve optimization efficiency;

Third: The system will break through the limit of the number of keywords, predict valuable and high-conversion traffic in real time, and effectively increase the conversion number of the account;

II. Marketing Overview of Advertisers

The advertiser is a men's hospital in Baoding. There are many men's hospitals in the local area and the competition is fierce. The advertiser is not very satisfied with the current account performance and hopes to increase account traffic and acquire more customer resources. However, the hospital is currently understaffed and cannot optimize the account in a timely manner.

1. Analysis of business point delivery

Compared with the above figure, it can be seen that the business points of [penis], [testicles] and [glans disease] in the account are relatively high relative to the industry distribution, and the conversation volume is mainly from the top 3 business points in the industry. Compared with the distribution of industry business points, the business points of [general terms for men's health] and [premature ejaculation] have a low proportion of delivery and a serious lack of conversation volume.

2. Comparative analysis of delivery situation

The competitor's consumption is 6.9% higher than that of the advertiser, while the advertiser's click volume is 60.1% higher than that of the competitor, and the impression volume is 77.5% higher than that of the competitor. It can be seen that the competitor's ACP is much higher than that of the advertiser, and the ranking and click-through rate will inevitably increase accordingly.

3. Summary of marketing pain points

(1) Low account traffic: Compared with competing products in the same industry, advertisers have lower consumption, but higher impressions and clicks, which means that the average account ranking is low, the industry competitiveness is too low, and it cannot fully seize market traffic.

(2) The number of conversations is too low: According to our understanding, the current account has an average of 20 conversations per day, with a conversation cost of 100. Advertisers are not satisfied with the current account conversion situation and urgently need to optimize and increase the number of conversations.

(3) Insufficient bidding staff: Currently, the advertiser has only one bidding staff, who is responsible for bidding on all platforms. There are many accounts on each platform, and the staff is seriously lacking in energy.

3. oCPC delivery strategy formulation

(1) Build a delivery package:

Create a new conversion tracking and establish an account-level oCPC delivery package. Since the target conversion cost cannot be set in the current advanced state of Sogou promotion, use the data accumulation stage bid to allow the system to fully accumulate conversion data and conversion costs.

After creating a new delivery package, observe whether the actual conversion data for two days matches the conversion data identified by the system. If the error is not large, click Verify and the account will enter the first stage of promotion.

(2) Phase 1

This stage is still the CPC bidding stage. You can adjust the account according to conventional optimization methods, such as improving keyword rankings, optimizing advertising creativity, and account negative words, so as to increase the account conversation volume and enable the system to accumulate sufficient conversion data, providing sufficient data experience for the second stage of oCPC;

(3) Early stage of the second phase

After the account enters the second stage of oCPC, in order to increase account traffic, the target conversion cost can be increased, so that the system can capture more high-quality traffic by expanding matching methods and increasing bids.

(4) Second stage optimization period

When the account enters the second stage and remains stable, the target conversion cost is appropriately reduced to achieve the purpose of controlling the actual conversion cost.

4. oCPC Optimization Method

1. First stage optimization method

(1) Improve account CTR by optimizing common creatives, adding advanced styles, etc.

(2) By adding keywords, we can supplement the lack of business points and increase the amount of keywords consumed by the account.

(3) By increasing the bid for core keywords, the ranking of core keywords can be improved, thereby increasing the number of account conversations.

(4) Through the above optimization, the overall account conversation volume increased by 10%, reaching an average of 23 conversions per day

2. Second stage initial optimization method

(1) Increase account traffic: Increase account traffic by increasing the target conversion cost. The target conversion cost was increased from 90 to 110, the actual cost increased by 7.9%, and the average conversion increased by 3

(2) Increase account budget: Due to the increase in account traffic and consumption, the account budget is increased by 1,000

(3) Optimize account creative: By adding advanced styles of sub-links and lists, the creative CTR increased by 1.21%

3. Optimization method in the second stage optimization period

(1) Cost control: Gradually reduce the target conversion cost from 110 to 80, and the actual conversion cost is reduced by 17.8%

(2) Reduce the amount of clutter: Pay attention to adding negative words during the process. Add a negative word every two days to block irrelevant traffic.

(3) Expand traffic: By comparing conversion data, we expanded the number of high-conversion keywords by 389 and added them to the account

5. Data comparison before and after optimization

(1) Through the first phase of optimization, the overall account conversation volume increased by 10%, reaching an average of 23 conversions per day. The actual cost decreased slightly, but the increase in conversion volume was not obvious enough;

(2) Through the initial optimization of the second phase, the creative CTR increased by 1.21%, the actual cost of the account increased by 7.9%, and the average conversion rate increased by 3;

(3) After the second phase of optimization, the actual conversion cost of the account was reduced by 17.8%, and the average conversion number increased by 75% compared with the original data.

6. Account Optimization Summary

1. Increase traffic

(1) In the first phase of oCPC, traffic is increased by improving keyword rankings, optimizing ad creatives, adding mobile creative components, increasing account budgets, and adding consumable keywords.

(2) The second stage of oCPC is to increase traffic, generally by increasing the target conversion cost, increasing the number of consumed keywords, increasing the duration of delivery, and increasing the budget.

(3) oCPC operations tend to be more "stable", especially after the account enters the second stage. Adjustments to the delivery region, delivery time and even keyword matching will have a huge impact on the account model. The expansion volume needs to be controlled at a certain proportion and increased gradually to prevent losing control of account costs.

2. Improve the conversation

(1) By analyzing conversion data, determine the core business points, the number of core keywords needs to be increased, and the target conversion cost should not be set too low, otherwise the account traffic will be seriously affected;

(2) Compare industry data, make up for the shortage of business points, and fully seize market traffic;

3. Stabilize costs

(1) oCPC is a powerful tool to stabilize costs and help expand sales. It reduces repeated price adjustments and frequently organizes word packages and adds words. Compared with traditional CPC, it can spend less time and energy. In the second stage of optimization, the target conversion cost can be gradually reduced, but it is important not to adjust too much. Generally, the adjustment range should be within 20%.

(2) Block irrelevant traffic by adding negative words, blocking IP addresses, etc., to stabilize account conversion costs;

Through the above optimization cases, I believe everyone will find that the oCPC intelligent delivery model is very applicable in increasing traffic, controlling costs and saving labor efficiency. And through the above optimization methods, the advertiser's account conversion data increased by 75%, bringing more high-quality resources to the hospital.

Author: Silk Road Academy

Source : Silk Road Academy