Baidu bidding ocpc full optimization guide

In this issue, we will not talk about anything else, but a comprehensive optimization guide for Baidu bidding ocpc.

The main issues we will solve in this issue are:

1. After entering the second stage: ocpc cost exceeds CPA, what should I do?

2. What is the correct way to add words, delete words, and negate words?

3. What should I do if the quality of leads deteriorates after expanding the volume?

4. What should I do if both the number of clicks and the number of conversions decrease at the same time?

1. After entering the second stage: What should I do if the ocpc cost exceeds the CPA?

In the early stage of OCPC Phase II, as the model is gradually taking over the account, there will be scenarios where CPA fluctuates. The specific suggestions are as follows:

01. The previous week is a learning period (the first 3 natural days for regular threshold & zero threshold are the learning period, and the first 7 natural days for low threshold are the learning period). It is recommended to minimize account operations. If you make frequent and abnormal adjustments at will, it will cause CPA to continue to fluctuate.

02. Please make sure to set the cost CPA reasonably (the CPA setting exceeds 80% of the system recommended value). If the CPA setting is unreasonable, it will lead to a decrease in consumption and cause CPA fluctuations.

03. In scenarios with sparse conversion data (CV<5/day), it is normal for the conversion effect to fluctuate on a daily basis. The conversion effect should be calculated based on weekly granularity or after accumulating 20 conversions. (If the conversion rate is <5/day and there is a high requirement for stable daily results, it is recommended to try the click bid coefficient mode - eCPC).

04. After entering the second stage, most accounts will achieve stability within 3 days. If the CPA is exceeded continuously and there is no abnormal adjustment to the account scenario, the system will automatically compensate for the initial fluctuations. For specific compensation rules, please refer to the rules displayed in the account operation background.

2. The correct way to add, delete and negate words

Q: What kind of words should be added, how often should they be added, and how many words should be added each time to ensure that the account is delivered

There is volume but no fluctuations?

The operation of adding words may bring about certain account fluctuations, and the magnitude of the fluctuation of the delivery package is positively correlated with the number of added words. Specific suggestions are as follows:

01. Conventional word addition operation

Each addition should not exceed 50% of the total number of keywords in the delivery package, and it is recommended to observe for 1-3 days after the addition is completed. When the delivery package is stable, proceed to the next operation.

02. There is a large demand for adding words in a short period of time

① It is recommended to create a new delivery package and add all keywords at once;

② Use 0 threshold for rapid advancement;

③ After stabilization for 2-3 days, if the CV scale of the newly created package is large, it can be launched independently; if the CV scale of the newly created launch package is small, it is recommended to add it to the original launch package.

Q: What kind of words should be deleted? How many words should be deleted and how often should they be deleted to minimize the fluctuation?

01. Keywords that have not been displayed within 30 days can be deleted without causing fluctuations in results. These words will be displayed as unpopular words in the keyword list, and can also be removed in batches from the Optimization Center - Remove Unpopular Words Suggestion;

02. When a keyword has been clicked for nearly 500 times but has not generated any conversions: it can be appropriately deleted and will not cause any fluctuations;

03. Except for the above two situations: It is not recommended to delete a large number of words. It is recommended to delete words in small quantities and in batches. It is recommended to observe for 2-3 days after the operation, and then decide on the next step after it stabilizes.

Q: How often should I deny words and how many words should I deny each time? What should I do if I have to deny words in real time?

01. There are a small number of irrelevant keywords: This can be adjusted through precise negation. If the corresponding keywords have a large number of clicks but no conversions, they can be negated;

02. There are a large number of irrelevant keywords: You need to check whether the targeting settings are reasonable. You can improve the relevance by optimizing the targeting.

Note: If you need to negate words on a daily basis/at a high frequency, you need to reduce the use of phrase negation, otherwise it will seriously affect the delivery effect; and high-frequency negation will cause account fluctuations. It is recommended to observe for 2-3 days after a large number of negative word operations, and then decide on the next operation after the delivery package effect is stable.

3. What should I do if the quality of leads deteriorates after expanding the volume?

01. Try to access deep conversion

02. It is recommended to remove low-conversion keywords

Q: After taking actions to expand the scale, what should I do if CPA soars but CV growth is not as expected?

When the scale is just expanded, the account cost will fluctuate. It is recommended to extend the observation period and it is expected to return to normal. If the cost is still exceeded after 3 days, you can submit a feedback to Windchime.

Q: What should I do if there is a problem of malicious volume manipulation?

01. To submit invalid leads for troubleshooting, you can contact your customer service, or submit invalid leads through Marketing Channel - Lead Report - Lead Details - Problem Feedback;

02. Use Shangdun - IP blocking to block malicious IP addresses;

03. Use BCP/Aifanfan to mark invalid and malicious clues. Feedback oCPC model;

04. Email applications will be removed to avoid affecting the normal delivery of subsequent models.

4. What should I do if both the number of clicks and the number of conversions decrease at the same time?

01. Is there 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.

02. 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.

Q: What should I do if the number of clicks does not decrease but the number of conversions decreases?

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 a problem.

Author: Houchang College

Source: Houchang College