Today let’s talk about ocpc account optimization, landing page optimization and account performance fluctuation optimization methods.
01.Ocpc account landing page optimization
Scenario 1: Landing page adjustment Q: Can I modify the content of the landing page? How much can be changed? A: For the original landing page, in principle, there is no limit on the content modification. However, if there are major changes in the promotion theme, conversion component location, and layout, it may affect the conversion rate. Therefore, customers are required to closely observe changes in the conversion rate. If the CVR (conversion rate) decreases, the landing page content needs to be readjusted.Scenario 2: Landing Page Replacement Q: How often can I replace the landing page? How much can be replaced each time? Should the landing page be replaced based on the plan dimension or the unit dimension? A: It is recommended to verify on a small scale and then gradually roll it out. For example, select a plan first and evaluate the changes between the modified CVR and the previous CVR. If the CVR decreases, roll back the modification and continue to optimize and experiment; if the CVR increases steadily, it is recommended to gradually modify and expand to other remaining plans.Scenario 3: Landing page suppression Q: Regarding the landing page suppression policy, how can we replace the landing page without affecting the model? A: You can create a new delivery package to test the new landing page. Once the CVR (conversion rate) of the new page is stable, you can replace the landing page.
02.Ocpc account fluctuation optimization method
Account Fluctuation- CPA Sudden Increase
Scenario 1: What should we do if CPA (cost per conversion) soars and consumption soars? 1. There are a large number of account operations, such as adding words, modifying plans, adjusting budgets, modifying landing pages, etc. (exceeding 20% of the material volume): Operational suggestion: This can be achieved by temporarily lowering the CPA. The CPA adjustment takes effect in real time, and each adjustment of 10% can quickly control consumption. At the same time, try to avoid other human operations that interfere with the model, and restore the corresponding CPA after the model is stable. 2. No recent account operations: 1) Sudden fluctuations Consumption can be quickly controlled by lowering CPA. 2) Previous day volatility ① Use diagnostic tools/ShowX platform to check whether the industry traffic has fluctuated. If so, adjust the CPA in proportion (the maximum adjustment range is controlled within 10%). ② Determine if data transmission is abnormal, such as errors in yesterday's data transmission or a surge in transmission volume. Generally, in this case, the CPA of the day before was significantly lower than usual. You can email to request that data from abnormal dates be removed to prevent a serious drop in subsequent conversion volume.Scenario 2: What to do if CPA soars but conversion volume drops suddenly? 1. Is the conversion pathway normal? Confirm whether the conversion feedback is interrupted and whether the actual conversion data of the account is consistent with the oCPC data report. If there is any inconsistency, the customer's technical staff needs to conduct relevant investigations. 2. Use diagnostic tools to check whether industry traffic and win rate fluctuate 1) Industry traffic fluctuations: CPA can be adjusted according to the corresponding proportion (the maximum adjustment range is controlled within 10%); 2) Decreased competitiveness leads to a decrease in CV (conversion number): You can make corresponding optimizations in dimensions such as creativity, landing pages, keywords, etc. to improve the competitiveness of your account. 3. Whether there is any account operation 1) Adjust the content of the landing page and change the URL: Closely observe the changes in conversion rate. If the CVR (conversion rate) drops, the content of the landing page needs to be readjusted; 2) Switch/use deep optimization: confirm whether the shallow/deep CPA settings are reasonable; 3) If there is a demand for traffic, it is not recommended to lower the CPA for cost control. It is recommended to take appropriate actions to expand the volume and optimize the landing page to increase the CVR, so as to control costs and restore traffic.
Account Fluctuation - CVR/CV Drops
Scenario 1: What should I do if both clicks and conversions decrease? 1. Whether there is any account operation Determine whether there have been any recent word deletions, word rejections, landing page content modifications/URL changes, creative modifications/additions, etc. If so, roll back the operation. If rollback is not possible, continue to adjust and optimize or improve CPA. 2. Use diagnostic tools If the above operations do not exist, you can use diagnostic tools to locate the problem from dimensions such as industry traffic and win rate. 3. Others If the problem cannot be located above, you can provide feedback through the Fengling platform.Scenario 2: What should I do if the number of clicks does not decrease but the number of conversions decreases? 1. Check whether the conversion pathway is normal If you use the BCP consulting tool, you need to communicate with the customer service of the corresponding consulting tool to confirm whether there is any problem. This is the end of the sharing of methods for optimizing ocpc accounts.
