What I want to talk about today is search OCPC. I believe that this concept is not unfamiliar to bidding promotion personnel. After all, Baidu launched search OCPC in 2018, but the threshold was high at that time and the functions were not very complete. There were not many accounts using ocpc. It's 2021 now. If you don't know how to use ocpc when doing bidding promotion, it will be detrimental to the development of both the company and yourself.
As the threshold of OCPC continues to decrease, more and more people are beginning to try "smart delivery". Especially since the second half of 2019, accounts that used to run CPC felt that they had basically no traffic and could not spend any money. They used to complain about high costs every day, but now they complain about not being able to spend money. Forced by the situation, these accounts have joined the OCPC camp. Some people say that ocpc is a powerful tool for explosive growth, which can generate leads quickly and efficiently and control costs; some people say that ocpc is a scourge that should never be touched. For the basic concepts and logic of ocpc, you can refer to Baidu's relevant documents. Today we will mainly discuss the selection and optimization techniques of bidding methods in smart delivery.
Bidding method selection
Let’s take Baidu ocpc as an example. The current bidding methods can be divided into two categories.First: Target conversion bidding (OCPC) The number of leads is relatively sufficient, and advertisers whose primary concern is to meet conversion costs and maximize conversion volume; use machine-automated bidding to control conversion costs (CPA) and ultimately achieve the goal. It is suitable for accounts that have sufficient conversion data, clear optimization goals, clear costs, and want to control conversion costs, and can meet the threshold for entering the second stage. Usage threshold: more than 10 conversions per day for more than 3 consecutive days.Second: Click bid coefficient (eCPC) It is suitable for advertisers whose primary goal is to increase the number of leads (CV) and improve the conversion rate. It uses machine-automated bidding to optimize the conversion rate (CVR) and ultimately achieve the goal. There is no need to bid for conversion targets. The system estimates the conversion rate based on the click bid set by the advertiser and all the conversion behavior data on the page, dynamically adjusts the bid, optimizes the conversion cost, and increases the conversion volume. It is suitable for accounts with little conversion data, high control requirements on average price, and cannot enter the second stage. Use threshold: 7-day cumulative conversion volume, no less than 20How to choose between the two bidding methods? Let's first look at the similarities between ocpc and ecpc: 1) Both belong to intelligent delivery. ocpc can be understood as telling the system a price that is a psychologically affordable cost, and letting the system handle it by itself, with full trusteeship; ecpc can be understood as setting a bidding range for the account. After entering the second stage, the system can also adjust the keyword bids, but the adjustment range must be within the bidding range. 2) You can skip the data accumulation stage and go directly to the second stage Let’s look at the differences: 1) ecpc can be bound to a population targeting package (through account testing, user behavior targeting methods can also be considered, and the effects of other populations and app preferences are average). 2) Conversion volume requirements: When ecpc chooses to skip data accumulation, it is necessary to meet the requirement of more than 5 conversions in 1 week; when ocpc chooses to skip data accumulation, it is recommended that the conversion volume be greater than 20 in 2 weeks.So how do we choose? Whether to choose traditional ocpc target bidding, directly "host" the account to the system, or semi-hosted ecpc depends mainly on two factors: The first is the account's conversion volume. If the account runs CPC and has more than 10 conversions (registrations) every day, it can meet the conditions for advancing to the second stage. In this case, OCPC target conversion bidding should be the first choice. If your conversion volume is small and you need to strictly control the average click price and lead cost, you can choose ECPC. The second is the account budget. If the account budget is relatively large (as the threshold is lowered, the larger budget here can be understood as a daily budget of more than 5,000 yuan, which can barely be called a large budget account), then ocpc is the preferred bidding method; if the daily budget is smaller (if the daily budget is within 1,000, in fact, my suggestion is that if it is not necessary, run cpc well, control the average price, and optimize the conversation rate, which is actually the best solution), it is recommended to choose semi-hosted ECPC, first calculate the bid range you can afford, and then comprehensively consider the time period, region and other premium means set for your account, and then give a reasonable ecpc bid range.
Bid optimization tips
1. OCPC principle It would be foolish to talk about optimization techniques without considering the principles. Let’s first analyze the principles of OCPC. Is the search engine launching this simply to help advertisers optimize costs and increase lead volume? I don’t think it’s entirely true. Advertisers want the lowest CPA and the most leads, but search engines want advertisers to spend more and have a higher CPA (I can only use the word higher here). In summary, the essential purpose of the search engine launching OCPC is to anchor CPA to estimate traffic conversion rate through intelligent AI, and adjust the bid for each click in real time, thereby maximizing CPM (cost per thousand impressions). To run OCPC well, the most important thing is whether the model can find the optimal CPA that can balance advertisers and search engines as quickly as possible and maintain stable and continuous consumption. According to the principle, if we want to run ocpc, we should start preparing before building the delivery package.2. Before creating a delivery package Control the average price, under certain consumption conditions, bring in more traffic, control the direction of traffic, increase the traffic of high-conversion rate keywords, control the page, and increase the page conversion rate. When we have done a good job in the preliminary work, we can achieve twice the result with half the effort by building the delivery package. I would like to emphasize one sentence here: the effect of your account before you build the delivery package will have a very important impact on your running of ocpc.3. Phase 1 Create a delivery package and select a reasonable threshold based on the account's conversion volume and budget. In fact, the first stage is still the CPC mode, and the system will not intervene, but at this time, our optimization adjustments should be different from the usual CPC. Normally, it doesn’t matter if our adjustment frequency is higher and the amplitude is larger, but in the first stage after the delivery package is established, the adjustments at this time will affect the data model of intelligent delivery. In the first stage, do not add words or pause keywords on a large scale. When optimizing creative ideas, be careful not to optimize on a large scale. You can optimize creative ideas on a small scale every two days. Similarly, the frequency and scope of negative words should not be too large. Negate a word every 2-3 days. At this time, you should pay attention to use phrase negation with caution, and check the negative word package to see if there is any accidental damage to the traffic, and release it in time.4. Second stage Once the conditions are met and we enter the second stage, we must control our hands, especially in the first three days. As long as the costs are not particularly outrageous, in principle, no adjustments will be made, because after entering the second stage, the system is also learning and constantly improving the model. Many students are somewhat confused in the second stage, not knowing what to do or what they can do. This of course depends on the situation. 1) If the cost is high and money is spent quickly, you can lower the target bid appropriately (generally not more than 10%) and change the expansion mode to balanced or conservative. 2) If you can’t spend the money, you can add keywords in a small range, increase the target bid, and choose to actively expand the volume. You still need to look at the search term report of the second stage, but don’t pay too much attention to the average price when reading it, because it is different from the CPC at this time. You should pay attention to the final conversion cost. In addition, there are occasionally some words in the unit that you think are not reliable. Don’t rush to reject them, because these are all traffic obtained by the system relying on big data. The system can see some factors behind that we cannot see. The reason why we feel it is not right is because there are some differences in the logical algorithms of machines and humans. We should extend the cost assessment cycle and look at the cost comprehensively.5. ECPC Optimization ECPC is also divided into the first and second stages. The first stage accumulates data, and the second stage performs intelligent regulation based on the range of click coefficient settings. We can understand Ecpc as semi-hosting which is intelligent delivery, and its adjustment frequency can be higher. Seeing this, some students who have not tried search intelligent delivery may be a little dizzy. Let me give you a simple example. Traditional CPC is like a manual transmission car, which requires us to fully control it ourselves. ECPC is equivalent to a semi-automatic car. You don’t have to control the clutch in a hurry, the system will assist you. OCPC is equivalent to automatic transmission or, to exaggerate, it can be understood as autonomous driving. You tell the car your destination, start the engine, fasten your seat belt, and leave the entire process to the car.6. Optimization considerations When building a delivery package, you need to consider your own acceptable click price, combine it with your own budget, and consider the account's time period, region and other premium methods. These will be accumulated and superimposed with ecpc. Many people will follow the system's advice at this time and set a coefficient with a very high upper limit, such as 0.5-20, or 0.5-10. This setting is very high, which is not conducive to early cost control. Generally speaking, it is recommended not to set it too high in the early stage. It is recommended to set it conservatively first, 0.3-2, or 0.3-3. Such a relatively conservative strategy generally does not lead to a sudden increase in consumption. Once we enter the second stage, the account's keyword bids are still valid. Combined with conversion data, we can increase the prices of some high-conversion rate keywords in a small range and slightly, and optimize the creatives of high-conversion rate units to obtain more traffic. What needs to be noted here is not to increase the price too much. Generally, 5% is recommended to be more appropriate. After entering the second stage, we can add words and negate words as usual (we need to be cautious when negating words and try not to use phrases as much as possible).
Finally, some words
Accounts that started trying ocPC very early, especially those with larger budgets, have already tasted the sweetness. Some bidders are even more accustomed to running ocPC and now do not know how to optimize traditional CPC accounts. As more and more industries and accounts of different budget types enable OCPC, competition in smart delivery will continue to increase, and the bonus period of OCPC will soon be over (or for some industries, it has already passed). Let’s go back to the essence of search promotion. Bidding promotion is divided into 4 stages. In the era of bidding promotion 1.0, what matters is keywords; in the era of bidding promotion 2.0, what matters is creativity; in the era of bidding promotion 3.0, what matters is pages; in the era of bidding promotion 4.0, what matters is customer service and the conversion capabilities of the backend. Search engine traffic is decreasing, this is an unstoppable trend. The listing of traffic costs is always something that all companies have to face. Optimization in account links will become increasingly restricted, and the main battlefield of competition between companies has quietly been put on the back burner. Customers will buy products from those who can design pages with higher conversion rates, whose rhetoric is more effective, and whose sales follow-up is more active. The ability to control ROI has been compressed into every detailed link starting from the landing page. Again, there has never been a decline in the bidding industry. When things are not going well at work and career development slows down, we should first think about whether it is the industry that is not good or we are not working hard enough? Therefore, it is recommended that you ask yourself from time to time, "Have you learned anything new recently?" -END-
