After spending 5 million, I found out that this is how OCPC, the information flow advertising, works!

Nowadays, many lead-based advertisers are no longer satisfied with customer acquisition methods such as forms and online consultations. With the popularity of WeChat business, many industries have begun to use the method of adding fans to personal WeChat accounts to acquire potential consumers .

With the popularity of mobile phones, mobile traffic has shown a significant upward trend, and more and more advertisers are turning their attention to information flow advertising .

With more and more advertisers joining in, ordinary CPC and CPM can no longer meet the demand, so Toutiao OCPC came into being.

Speaking of OCPC, those who have used Toutiao should be familiar with it. To put it simply, OCPC delivery can strictly control our conversion costs.

But it is different from other industries. The second-stage cost of adding fans to WeChat and doing OCPC control is the cost of copying the WeChat account . However, many advertisers have recently said that my OCPC cannot increase the volume and I don’t know how to play it. So today we will take a look at how to play OCPC.

First, let’s look at some of the current problems with OCPC deployment:

1. Phase 1

1. The cost of the first stage is too high. For example, if you spend 500 yuan, you only get 1-3 conversions. The conversion cost is high, so you should suspend it:

Broad targeting: only basic targeting, such as age + gender

Short delivery time: After spending 500 budget, they find that the cost is too high and directly suspend the campaign. The campaign may only last for 3-4 hours, or even 1 hour, resulting in concentrated consumption without conversion .

2. The first stage is slow running:

a. The bid is low and the competitiveness is poor;

b. The targeting is too narrow and there are multiple redirections , such as setting interest targeting and interest keywords ;

c. The quality of the material is poor.

2. Second Stage

1. After entering the second stage, the running volume is slower :

Due to the full investment in the first phase, the cost of the first phase was too high , which was significantly different from the cost bid set for the second phase, resulting in the inability to produce volume.

2. After adjusting the bid and budget, the cost of adding fans is unstable:

In the second phase of O cpc , modifications to targeting, bidding, creativity, source, creative tags, and budget will all bring fluctuations .

Next, we can look at the above questions and see how OCPC should be played?

1. Phase 1:

1. Precise delivery : Set a small budget in the first stage. For example, a personal industry budget of 500-800 (depending on the actual situation). Gradually increase the budget based on the consumption rate and conversion cost. It is recommended to deliver at a uniform speed and ensure full-day testing to avoid excessive consumption in a short period of time, which may cause cost fluctuations.

You need to be patient enough in the first stage. Depending on the actual situation, sometimes you will get a surprise after completing the first stage. But if the cost is extremely high, just give up.

2. Plan: Test materials and landing pages with multiple plans . When just launched, it is recommended to launch 3-5 plans at the same time. Select and retain the plans with good results based on the delivery. Plans of the same promotion group can be delivered differently, with different targeting or different landing pages.

3. Budget and bid : After entering the second stage, continue to adjust according to the delivery situation. If the volume is too small, try to increase the bid and budget, but the increase should not be too high . For example, in the second stage, 30-32/35, the budget is 1000-5000/10000. After adjustment, observe for a period of time before taking the next step.

(Adjust according to actual conditions. Adjusting budgets and bids may cause cost fluctuations, so the subsequent planned costs are stable and the scale is ok. Frequent adjustments are not recommended, and frequent adjustments will lead to account flow restrictions.)

4. Targeting: According to the characteristics of the customer's products, choose the appropriate region, gender, and age . In the first phase, it is recommended to cover product-related categories such as home furnishings, travel, clothing and luggage, beauty and cosmetics.

2. The second stage:

1. From precise targeting in the first stage to gradually increasing the volume to completely liberalizing the targeting, in the second stage, after the cost reaches the expected level, gradually liberalize the interest classification , for example, add 2 interest categories each time to cover more target audiences.

2. Creativity : Test multiple creative carousels and edit creativity in multiple directions . For example, for freckle removal products, you can highlight tips for freckle removal and the dislike of having freckles.

3. Landing page : Since most of these customers are adding fans, and considering that the loss rate of the second jump is very serious , customers are required to optimize the first jump page as much as possible, try to maintain the relevance between the creativity and the landing page , the relevance between the landing page and the second jump page, and reduce the bounce rate.

4. Conversion goal: You can set the button that jumps to the landing page as the conversion goal, or you can set the copy WeChat as the conversion goal on the second jump page. You need to add JS code , but the final cost of adding fans is uncontrollable. ocpc can only control the cost of the conversion goal .

5. Increase the running volume: If the cost of a plan is stable and the running volume is ok, and the customer still wants to increase the delivery, it is recommended to create a new advertising group advertising plan for delivery. Stable plans remain unchanged , but plans have a life cycle, so new plans need to be continuously launched to maintain the vitality of delivery. It is recommended to launch new plans every week , test frequently with a small budget, and cultivate potential plans to take over.

6. CPC: Since CPC has a complementary effect on OCPC, it is recommended to use CPC for cooperation when expanding the volume . According to feedback from other customers, the final powder adding cost of CPC and OCPC is similar.

Therefore, when placing Toutiao OCPC, you should maintain enough patience and use the placement ideas mentioned above, and make appropriate adjustments based on the placement situation. Soon, your conversions will surely increase, and your salary will increase! ! !