OCPC deployment strategy in the medical industry!

1. Industry background and current situation analysis

In recent years, search marketing has become the main online marketing channel for the medical industry . Many business owners have also seen the profit points of this piece of fat meat. With the entry of companies one after another, the competition has become increasingly fierce. Judging from the increase in the number of specialized hospitals, the number of increases each year is continuing to rise, and the proportion is also increasing.

Data excerpted from "Medical Think Tank": According to the data, there are currently more than one million specialized hospitals in China, among which the number of private hospitals is as high as more than 500,000, and private hospitals account for more than 50% of the medical industry.

Since the outbreak of the epidemic in 2020, it has had a huge impact on major industries. A survey was conducted on how to reduce the impact of the epidemic on the company's business. Among them, the initiatives to deploy more online business models accounted for as high as 42%, which means that more companies have realized the importance of online business models.

As the leader in search marketing, the medical industry has taken the lead and reaped the first scoop. However, with the serious diversion of traffic and the diversification of platforms, competition is becoming increasingly fierce, and effectiveness has become the biggest problem in the medical industry.

2. Analysis of current industry pain points

• Hospitals are paying high prices to get volume, and competition is very fierce

As a medical industry, ranking is crucial, so grabbing a good ranking is a basic requirement for every bidder;

• High average click price, fewer clicks

Affected by the competition for rankings, the click price of keywords in the medical industry is generally high. Under the condition of a certain budget, the click volume will also decrease;

• High conversion cost

As competition becomes increasingly fierce, the cost of conversion in the medical industry is also increasing. For example, in the andrology industry, the cost of one conversion was about 60-80 in 2017, but now, one conversion costs hundreds of dollars.

• Users are eager to expand

Due to the diversion of search marketing traffic, the medical industry's current demand for traffic is far from being met, and expansion is imminent;

In fact, major search platforms are also working on improving, perfecting and innovating the above pain points. The most typical example is the use of OCPC tools . OCPC is a typical tool for controlling costs , expanding volume , and improving efficiency :

• Cost control: ocpc proofreads data based on actual user promotion data, conversion data, and optimization data, and uses ocpc intelligent optimization mode to automatically adjust accounts to help users control conversion costs;
• Improve traffic : Break the inherent thinking of humans, intelligently obtain keywords that are more valuable to users, and guide traffic, thereby improving traffic quality;
• Optimize work efficiency: After ocpc enters the second stage, optimization such as bidding and matching no longer requires manual operation. The system will conduct intelligent bidding based on the first-order model learning, which improves the user's optimization efficiency;

Many industry users are now using ocpc tools to assist in intelligent delivery. However, during the delivery process, there are often problems such as inaccurate positioning of delivery strategies, untimely and inaccurate account adjustments, resulting in poor results, and the advantages of ocpc tools cannot be fully utilized.

Next, we will use an actual advertising case in the medical industry to provide you with a clearer advertising direction (taking the Sogou platform as an example).

3. OCPC delivery strategy

This case is about a local user in the men's medical industry. Currently, the competition in the men's medical industry is very fierce locally. The problems of cost and expansion have also been plaguing the hospital. The problems in the early stage of launch are:

• Because other platforms have poor conversion rates for ocpc, there is resistance to Sogou ocpc;
• Worried that the traffic on the Sogou platform is small and the effect will not meet expectations;
• The early advancement requirements are too high, and the user is reluctant to use the game.

Well, in response to the above situation, I can give you a reminder that since Tencent acquired Sogou, the traffic will increase significantly. We can seize the high-quality traffic in the early stage and give priority to displaying our advertisements. Secondly, the platforms also have policy support. If you are worried about the high threshold for advancement, you can apply for special approval to enter the second level after a period of data accumulation.

Of course, in addition to this, we must also have an accurate delivery strategy. Below I will share with you in detail from stage one and stage two.

4. Optimization implementation and effect presentation

Delivery strategy (first order)

Because the first stage is the model learning stage, we need to accumulate traffic in each stage and do our best to attract and expand traffic, so that we can better increase traffic in the second stage. We can accumulate and improve from the following directions:

• Increase the amount of impressions: Increase the amount of impressions by adding words, expanding matching, increasing the time period of delivery, increasing the delivery area, etc.
• Increase click volume: By optimizing creative quality, creative fluency, keyword and creative relevance, creative style (component style), style premium, etc., click volume can be increased to obtain more consultation conversions;
• Improve conversion rate: Improve the relevance of landing pages and keywords by replacing access links; respond to customer service in a timely manner to enhance the user experience and thus increase conversion rates;
• Enable content association and search remarketing functions, and use any method to increase traffic;

In the first-order optimization, there is also a need for a process, including the testing period and the expansion period. In this process, we need to monitor the data well and make corresponding optimization adjustments based on the monitored data; as shown in the following figure:

At this time, when the data tends to be stable, entering the second stage will naturally be a natural process (if there are difficulties in advancing, you can apply for special approval to enter the second stage), and the system will automatically enter the second stage.

Delivery strategy (second order)

After entering the second stage, human optimization actions will be simplified, and the model learned by the system will be mainly used for implementation. At this time, the model and human will coexist. Some people may say, after entering the second level, can’t we just leave it to the system and no longer need manual optimization? Why should we still be together?

I want to emphasize to you that this view is wrong. Let’s first analyze how the model and human intervention coexist after entering the second order.

First , model optimization

During the second stage, after the optimization by the ocpc learning optimizer, the second-order model will conduct intelligent bidding and intelligent expansion according to the data of the first-order model learning stage, and at the same time rely on the optimization of the optimizer. At this time, our bidding and matching modes cannot be adjusted by humans in the future.

Second , human optimization

Although our model will perform intelligent bidding and expansion according to the first-order model after learning, no matter how powerful the model is, it is based on human thinking patterns, and the system cannot adjust our optimization and delivery ideas. In addition, after the ocpc model takes over the complicated work, optimizers can focus on overall optimization adjustments, such as creative optimization, landing page optimization, etc.

Here are some optimization suggestions for you :

• Expand high-quality words:

Regularly analyze search term data and conversion data, and expand keywords regularly after costs stabilize (twice a week is recommended, focusing on quality rather than quantity);

• Optimize creative:

Appropriately add negative words, accurately target traffic and optimize creatives in a targeted manner to improve quality. Secondly (all creative styles in the account have been fully covered) optimize and increase the premium of picture, list, and business opportunity components to increase our CTR;

• Landing page:

The URL for high-consumption and low-conversion keywords is replaced with a special page to improve relevance, and the opening status of the consultation page and the timeliness of the response are tested. The landing page follows the principles of simplicity and high relevance, highlighting advantages, presenting classic cases, and making convenient and obvious connections.

After nearly two months of using the above optimization methods, the hospital achieved satisfactory results. The whole process mainly presents data comparisons of three periods: before the launch, the first-order optimization stage, and the second-order data; compared with the data before ocpc was launched, consumption increased by 40%, and compared with the first-order consumption increased by 50%, and CPA showed a gradual downward trend;

The final delivery effect is as follows (see the figure below) :

• After entering the second level, the CPA is reduced by 38.99%, which is lower than the target conversion cost of the user and is relatively stable.
• The click-through rate increased by 2.03%, and the ability to attract clicks also increased;
• The conversion rate increased by 146.74%, exceeding the user's needs, and the effective consultation was also improved;

V. Summary of the launch

Seeing this, I believe some friends can’t wait, right? However, I would like to advise you that whether it is manual optimization or ocpc model optimization, it takes a certain amount of time and it is not something that can be done overnight. Therefore, it is recommended that before using the ocpc tool, our human thinking must be clear. The model should be optimized according to human thinking, rather than human optimization following model optimization. We must avoid complete reliance on the model.

The following is a summary of the OCPC optimization ideas in the above case.

• Change of thinking: Pay attention to the fluctuation of second-order changes in a timely manner, do not pay too much attention to the average click price and matching method, but pay more attention to conversion cost and conversion effect;
• Multi-dimensional keyword expansion: Use account-based recommendations to customize keywords (Sogou platform has this function); combine back-end conversion data to explore netizens' intentions and expand highly relevant keywords based on high-conversion keywords;
• Broaden targeting: Use search remarketing tools to expand the volume based on highly relevant groups; optimize creative ideas with more practical advantages, such as medical insurance, online registration, and no queuing, to target high-demand groups;
• Reasonable modeling: Pay attention to OCPC data reports every day, and reasonably adjust the planning and delivery package model according to CPA and other data fluctuations; establish a high-quality model in the first order, and collaborate with manual operation in the second order to stabilize the effect;
• Optimization summary: expand the volume regularly; manual optimization is important; data analysis is important; the relevance of creative implementation is important.

Author: Silk Road Academy

Source: Silk Road Academy