Detailed explanation of Baidu’s bidding method!

What are the bidding methods of Baidu ? What do CPC, ECPC, and OCPC mean? Are there any differences between them?

CPC, ECPC and OCPC, the three Baidu advertising products, are the basic skills that bidders need to master. If you don’t understand these three products or don’t know the differences between them? What are the advantages of each advertising product? Then you can’t be called a qualified bidder at all.

So today we will explain these three delivery products one by one, their pain points and advantages, and the people who use Baidu's bidding method.

Baidu bidding method - CPC

Simply put, CPC is a relatively common pay-per-click bidding method of Baidu. However, due to the increasing number of manual optimizations, the optimization efficiency seems to have hit a ceiling; marketing costs are getting higher and higher, while conversion effects are unstable and it is becoming increasingly difficult to acquire high-value new customers. Growth has encountered a bottleneck, so ECPC and OCPC were later introduced.

Baidu bidding method - ECPC

How ECPC works

ECPC: Based on manual optimization experience and bid range settings, with the aid of system estimation capabilities, the model is used to predict the conversion probability of each search traffic, and manual bids are automatically adjusted to maximize conversions.

(Actual auction word bid = advertiser's original bid * [set premium range])

ECPC Advantages

Based on the value of the crowd and traffic to the advertiser, bid in real time within the bid range set by the advertiser

Automatically adjust manual bids to maximize conversions

1. Moderate bidding control, combined with manual optimization experience and assisted by system estimation capabilities

2. Express click bid + premium range . Different words can be set separately. The model is used to predict the conversion probability of each search traffic.

Baidu bidding method - OCPC

How OCPC works

OCPC is the CPC after "optimization" by the system. It is based on the advertiser's bid, multi-dimensional, real-time feedback and historical accumulated data, and intelligently adjusts the bid dynamically according to the estimated conversion rate and the competitive environment, thereby optimizing the advertising ranking, helping advertisers to compete for the most suitable traffic, and controlling conversion costs.

OCPC Advantages

An intelligent solution based on target conversion to improve efficiency and achieve advertiser's target cost assessment

Based on a scientific conversion rate estimation mechanism, it helps advertisers to achieve intelligent bidding, obtain more high-quality traffic and improve conversion completion rate.

1. Accurate matching : Accurately identify high-quality traffic, match high-conversion groups, accumulate group portraits, build in-depth conversion data with customers, and rely on deep learning in the DNN model to help advertisers optimize conversions

2. Cost control : The system automatically bids to meet advertisers’ cost demands. In order to achieve advertisers’ target conversion costs , the system automatically bids according to traffic value to control conversion costs.

3. Improve conversion : Intelligently identify high-quality groups, find more high-conversion groups, select high-quality high-conversion traffic, increase bids, improve rankings, and help advertisers find more high-conversion groups

How to choose between different Baidu bidding methods

Baidu's CPC bidding mode is manual bidding . The system will bid according to the keyword bids set by the advertiser. It has strong bidding control and strictly expresses click bids. It is suitable for people who strictly require click bids, do not accept smart bidding, have rich bidding experience and have sufficient time to manage their accounts .

Baidu's ECPC bidding method is a semi-intelligent bidding model . The model bids in real time within the bid range set by the advertiser based on the value of the population and traffic to the advertiser, and automatically adjusts the manual bid to strive for more conversions as much as possible. The bidding control is moderate, expressing the click bid + premium range, and different word classes are set separately. It is suitable for those who do not have strict requirements for click bids and do not strictly control costs, but hope to get more conversions; the display/click volume is extremely small, and the system optimization capability is limited. It needs to be combined with manual experience, with manual as the main and system as the auxiliary; there is no dedicated person to manage the account/energy is limited, and it is hoped to give the system a certain space to find more conversions. At the same time, if there is any fluctuation, you can intervene and play a role yourself, or there are many business points and the ROI is inconsistent, so you need to distinguish between bids & premiums.

Baidu's OCPC bidding method is a completely intelligent bidding method . The model directly bids according to the value of the population and traffic to the advertiser, ensuring the target conversion cost set by the advertiser. OCPC Baidu's bidding method has weak control, is fully managed, strictly expresses CPA, controls costs, and guarantees costs. It is suitable for people with clear costs and strict assessments, sufficient conversion data, and simple business points and optimization goals .