The information flow conversion rate increased by 174% year-on-year. How was it achieved?

The cost remained at 180 a few days ago, why did it soar to 300 today?

I have been using intent word targeting for half a month, but today there is suddenly no volume. What should I do?

The cost is fluctuating. How can I live like this? I feel like I have less hair every day when I wake up...

As mentioned above, the dilemma of unstable costs and the inability to increase consumption are pain points that plague optimizers.

Don’t worry, I will tell you the survival tool next.

In Q2 of this year, the optimization department of my company conducted a study on the use of information flow OCPC with several education advertisers, and the results were very significant:

1) Accounting Client A;

Distribution issues: costs will rise significantly once the volume is increased;

After entering the second stage using OCPC, the conversion cost dropped by more than 30% compared to the first stage, while the conversion rate increased by more than double, C VR increased significantly, and the subsequent cost level remained stable.

2) Children's language training customer B;

Delivery issues: Activation costs fluctuate severely during autonomous delivery;

After entering the second stage using OCPC, the conversion cost stabilized at the customer target activation cost, and the activation level increased 50 times.

3) Adult IT training customer C;

I have always believed that information flow delivery is not suitable for the IT training industry. After using OCPC to enter the second stage, I found that the cost of business cards is stable and controllable, and the information flow has brought a 30% increase in business cards.

So, through the above three cases, how did they use OCPC to finally achieve good results? Today I will introduce to you in detail:

The use of OCPC can be divided into four stages, namely the preparatory stage before use, the first stage of accumulating conversion data, the second stage of OCPC smart bidding, and the volume expansion stage.

OCPC is an intelligent price management tool . Advertisers can set conversion goals (activation) as the optimization goals of their ads and provide the expected average conversion cost. The system will use an algorithm model to estimate the conversion value of each display based on the conversion data provided by advertisers, automatically calculate the bid, and deduct fees based on clicks.

Therefore, in the early preparation stage, advertisers need to:

1. Clarify conversion goals. Each conversion target is the basis for the system to establish a model, which will affect the effectiveness of the model. It can be set as a button click within LP, successful form submission, APP activation download, etc.

2. Connect the data. For example, if APP customers conduct API joint debugging and JS monitoring code distribution, customers need to complete the distribution and verification. Mobile marketing page customers need to make the page and conversion settings. API docking and JS distribution require customers to have certain technical capabilities. Customers who have difficulties with JS distribution can ask a third party to help install the code.

3. Select targeting and make traffic estimation. The establishment of the OCPC model relies on 20 conversion data. The first choice for OCPC testing is to be able to quickly accumulate 20 conversion data within 1-3 days and have room for subsequent expansion.

After choosing to start targeted delivery, it does not mean that our optimizers can sit back and wait for the second stage. In the first stage, we need to pay attention to several factors such as traffic data, conversion cost, and creative effect.

During the first-stage delivery period, you can adjust the CPC bid, targeting, creative and landing page , and set the second-stage conversion bid reasonably based on the delivery effect and actual cost of the 20 conversions in the first stage. In other words, the first stage is to test the reasonable scope, creativity and landing page effect of the targeting within the expected cost.

In order to quickly enter the second stage, some customers relax their bids in the first stage, thinking that they are willing to bear 20 high-cost conversions and then meet the target cost after the second stage.

For example, a customer sets 100 yuan as the conversion price, and the actual conversion cost after the first-order delivery is 300 yuan. In this way, after directly entering the second order, it is found that the volume cannot be released because the model created by sacrificing the first-order cost is not accurate. We recommend that you change the conversion bid to 240-270 yuan before entering the second stage, and then gradually lower the conversion bid after the second stage achieves the goal.

At the same time, the first stage is the time for this type of directional testing of LP and creativity, selecting the optimal LP through data, and understanding the traffic, CTR and CVR data of each type of creativity to assist in second-order optimization.

The system starts intelligent delivery based on the model. The two-stage ranking formula is:

ECPM = CVRBid eCVR eCTR*1000

Once our conversion bid is set, the main factor affecting ECPM is CVR*CTR. The cumulative cycle of the model can be verified through the display data of 3 different creatives under the same targeting conditions. As shown in the test data in the figure below, the data will generally stabilize after entering the second stage for 7 days.

Similarly, we observe the data of the second-order layout after entering the preferred traffic delivery. During the gradual accumulation of delivery, the model will autonomously screen high-quality traffic to help improve conversion efficiency.

Therefore, OCPC should not be deployed too hastily, as sufficient data accumulation is needed to create a high-quality model.

Remember, after entering the second stage, control traffic changes and avoid frequent adjustments to bids, which will interfere with and mislead the model. Do you remember that in the first stage, we asked everyone to accumulate and observe the creative data? After entering the second stage, try to choose creative materials with high exposure and high CTR to continuously optimize the creativity.

The second phase of the campaign has achieved stable results. After confirming the value of the OCPC product, how to increase the volume is another difficulty that bothers advertisers. If you want to increase the volume, you can expand the targeting on the existing model, increase the conversion target bid as much as possible, and increase high CTR and CVR creatives. At the same time, we can create new units and new directions to create new OCPC models.

Each orientation is like choosing a location in the sea and casting a net, and the OCPC model is to find fish that are easy to transform within the range of this net. Even the biggest net has boundaries, and the new orientation is to open up new areas in the sea and cast another net to find more fish that meet the transformation model.

Baidu information flow can customize audience packages according to the different demands of advertisers. In the initial stage of delivery, it is recommended to use intent word targeting and intent tag targeting superimposed on OCPC. In the mass stage, interest targeting and customized audience packages can be used in conjunction with OCPC delivery . Diversified targeting is also more conducive to resisting the impact of node traffic changes such as 618 and Double 11.

Intent tag + crowd attribute targeting, with collecting leads through a form on the landing page as the conversion goal, after entering the second stage, the conversion rate increased by 174% year-on-year, and the conversion cost decreased by 57%.

Keyword + age targeting, using landing page forms to collect leads as the conversion goal. After entering the second stage, the conversion rate increased by 88% year-on-year, and the conversion cost decreased by 50%.

Author: Baidu Advertising View , authorized to publish by Qinggua Media .

Source: Baidu Advertising View