Bidding promotion: How to control ocpc?

This article is divided into 4 parts

1. Similarities and differences between ecpc and ocpc

2. Construction of ecpc

3. Optimization techniques for ecpc

4. Summary of ecpc delivery

01 Similarities and differences between ecpc and ocpc

Similarities:

A: Both are smart bidding, and ocpc is more intelligent than ecpc. If ocpc is a full account trusteeship, then ecpc is a semi-trusteeship. More adjustable areas;

B: The ecpc threshold is the same as the ocpc low threshold, both of which require 20 items per week to enter the second level;

C: Both have a 0 threshold and the same flow range;

D: Some operations are consistent, such as checking, reversing one level, or changing the binding plan, etc.

Differences:

A: ocpc segmentation can be divided into three types: conversion bidding, data accumulation and low threshold, while ecpc has only one type, which is setting coefficient;

B: ocpc cannot bind a group of people, but ecpc can;

C: The magnitude of the 0 threshold is different. The 0 threshold of ocpc is 20 accumulated in 2 weeks, while the 0 threshold of ecpc is 5 accumulated in 1 week.

D: ocpc should generally not be adjusted frequently, but ecpc can be adjusted slightly more frequently.

There is no one that is definitely better between ocpc and ecpc. Their effectiveness varies from person to person and from account to account. Although ocpc is more intelligent than ecpc, it does not mean that its effect is necessarily better than ecpc.

Similarly, although ecpc is more operational, it is not better than ocpc in terms of traffic accuracy. The relationship between the two is complementary, not mutually exclusive. Which one should be preferred between ocpc and ecpc accounts? For mature bidding optimizers, of course, the answer is “I want them all”.

Here is an example:

This is a Baidu bidding account with 4 delivery packages, 3 ocpc delivery packages, and 1 ecpc delivery package. Judging from the costs from August 1st to August 28th, this ecpc delivery package has the lowest cost. Although the volume is not the largest, from the author's personal actual operation, the cost of this package has always been the lowest and the most stable. Moreover, this package is only bundled with one plan, with conversion tracking set to 3 sentences, and the quality of daily conversations is also the highest.

So, from the actual example, if ecpc is used well, the effect is very good, and is not inferior to ocpc. It just depends on how you play it. The tools are the same for all industries and all accounts. Whether they are good or bad depends only on the method, not the tool itself.

02 Construction of ecpc

The construction of ecpc is very simple. There are two main details. Let's start with the construction.

The first step is to set up conversion tracking, which is usually mainly consultation or forms, phone calls, codes, etc. I will not go into details here.

The second step is to create a new delivery package and select click bid coefficient control, i.e. ecpc. Then there is a general premium coefficient below, which you should pay attention to. The system prompts: the maximum premium should be greater than or equal to 2, and the minimum coefficient is recommended to be less than 1. Personally, I usually take a conservative approach, setting the maximum coefficient to 2 and the minimum coefficient to 0.5. In this way, the final maximum deduction is twice the original price, and the minimum is 1/2 of the original price. The price difference is not that big.

The third step is binding. If it is your first time investing in ecpc, you can bind your entire account. If it is going to be launched for a long time, I suggest you just bind the plan. If the account is clearly set up, the delivery package can generally be bound to three to four plans. If your account is not clearly set up and a plan has many units and words, you can also bind a single plan. In principle, it is generally recommended to bundle 2-3 plans.

After the above construction steps, the ecpc delivery package is completed. At this time, ecpc also has a very important setting, that is, crowd preference (ie crowd package).

The crowd package is set in "Targeting" in the background. Go to the promotion backend homepage, and find "Crowd" in "Targeting". Click to see the crowd pack. There are "premium crowd package" and "exclusion crowd package" in the crowd package. This is easy to understand. Premium means finding potential customers, and exclusion means excluding invalid customers. Normally, if there is no special situation, we generally do not choose to exclude packages. This is mainly a premium crowd.

There are four types of premium people: demographic information, user behavior, app preference and star chart.

Population information is a bit like the basic population of information flow;

User behavior includes search history and search URLs, which will be explained in detail later;

App preference means you can choose some apps related to your business;

The Stargazing Plate is a crowd data analysis system that can integrate high-quality crowds, but it is not widely used at present.

Both cpc and ecpc delivery can use crowd packages, but the usage logic is different, which requires attention. In the audience package background, you can use the bid coefficient (range 1-100), which is mainly for CPC advertising. In the ecpc background, when binding crowd preferences, a premium needs to be set for the delivery package. This premium is for ecpc, and the two coefficients are different.

According to the population preference of ecpc, the minimum bid coefficient range is 1-2, and the coefficient of 1 is usually written first; the maximum bid coefficient range is 2-500, and the coefficient of 2 is usually written first.

The above is the construction process and premium setting.

03 ecpc optimization techniques

ECPC advertising is also divided into first and second stages. In the first stage, whether it is OCPC or ECPC, the operation is the same as CPC. Unlike ocpc, ecpc can be flexibly adjusted at the second order. So here we mainly talk about the optimization techniques of the second order of ecpc.

1. Crowd pack: The main difference between ecpc and ocpc is the crowd pack. Therefore, it is recommended to create several new population packages. Based on my personal practical experience, the role of app preferences and star charts is not particularly significant. Therefore, ecpc's population package is mainly based on demographic information and user behavior.

Demographic information: select the corresponding population based on the actual situation of your business. Screen based on age, education and interests.

User behavior, including search history and search URLs. Search history, that is, keywords. We can download the keywords that the account has consumed in the past two months, export them, make a part-of-speech classification, and then set up multiple keyword population packages based on the part-of-speech. For example, when I was working in academic education, I created institution packages, fee packages, school word packages, professional word packages, traffic word packages, and so on. Search for URLs and collect some industry-related URLs to build one or two packages. You can build more crowd packs, such as five or six or more, which has many advantages.

2. Price: When ecpc enters the second stage, the price cannot be changed directly. The price adjustment is mainly based on the adjustment coefficient. If the overall package traffic is relatively good and the conversion cost is reasonable, you can add a general premium coefficient.

After entering the second stage, you generally don’t need to change the keyword bids and matches. Of course, if you want to change them, you can, but don’t make big changes. It is best to modify no more than 10 to 20 words within 2 days. If the effect is stable, don't change it.

If you set up two or three ecpc delivery packages based on the population package. See which package works better. For good packages, you can add a coefficient to the crowd premium. For bad packages, you can reduce the coefficient of the crowd premium or the general premium.

3. Reverse operation: if the overall cost is reasonable, the general routine work mainly involves determining words, adding words, and optimizing creativity. If the effect decreases for several consecutive days and changing the premium coefficient is still useless, you can consider going back to the first level. However, reverse operation is generally not recommended.

4. Negative words. Even if it is semi-custodial, it is not recommended to deny words every day. It is recommended to review the word once every three days and once a month. If the expansion is automatic, and you start active expansion, the match will be very poor. At this time, what needs to be done is to change the active expansion into balanced expansion, rather than rushing to say no. Frequently negative words will be judged as negative operations by the system in ocpc and ecpc.

5. Adding words: The way to expand the volume of ecpc, in addition to actively expanding the volume and setting a high premium coefficient, is more importantly to add words frequently. Of course, this doesn’t mean adding words every day. It is generally recommended to add once every half a month, and add no more than 1,000 words each time.

6. The other thing is page adjustment and creative optimization. This is similar to CPC operation and there is not much to say. However, it should be reminded that after entering the second stage, the number of keyword adjustments should be as small as possible, and do not adjust too many at one time.

04 Summary of ecpc

1. The logic and bidding of ecpc are basically the same as those of ocpc. The difference is that the core optimization points of ecpc are coefficients and population packages. So, make good use of crowd packages. It is generally recommended to be conservative at first and then increase the premium. The general coefficient can be 0.5-2 in the early stage and can be adjusted later. The premium for the crowd package can be 1-2, and it can be adjusted later.

2. ecpc is called an advanced version of cpc. It is semi-hosted in operation and can operate on a larger scale than ocpc. But you can't move too much, you have to control the frequency well.

3. ecpc can be used together with ocpc, or exist in the same account with cpc. They are complementary, not mutually exclusive. There is no saying that one is necessarily better than the other; the important thing is to strike a balance. By properly leveraging the strengths of each bidding form, your account can be optimized.

The above is the author’s understanding and summary of ecpc. From my personal experience, the effect is quite good. Of course, it also has its drawbacks. Its expansion capacity is not as good as ocpc, and it takes a little longer to advance to the second level. But the advantages are also obvious, with strong controllability and more convenient semi-trusteeship.

The good method lies in application. If you are inspired by some of the above points, I suggest you give it a try. Seeing too much is not as good as experiencing it yourself. If the effect is good, you can summarize your own method. If the effect is not good, you can also find the problem and then improve from it.

There are many ways to do Baidu bidding, and no one method is necessarily better. The more you study Baidu's new products and dig deeper, the more you will be able to master the most cutting-edge methods, which will be of great benefit to both yourself and the company.