How to optimize Baidu OCPC?

How to optimize Baidu OCPC ? This problem has never stopped since everyone started running ocpc. Some people have high second-stage costs, difficulty in entering the second stage, modeling always fails, and the effect is unstable...

There are many problems like this. This article summarizes 7 common problems of ocpc. Let’s take a look at how to optimize Baidu OCPC!

01. Baidu’s Ocpc second-order cost is very high, how to adjust it?

The cost may fluctuate in the first week after ocpc enters the second stage. The fluctuation range is from large to small: zero threshold > low threshold > normal threshold.

The cost will be a little higher in the first week. As long as it is acceptable, try to make as few negative adjustments as possible (negative operations include but are not limited to lowering the target bid, rejecting words, pausing keywords, pausing creativity, etc.). In addition, high costs are more likely due to deviations in the direction of traffic exploration.

If the display volume is small , significantly lower than the first stage or continues to decrease, you should continue to add keywords, delete negative keywords, and give priority to increasing the display volume so that the traffic exploration range is not too narrow;

If the display volume is sufficient but the click-through rate is low, you need to optimize the creative to increase the click-through rate. By optimizing the display volume and click-through rate, with increasing the volume as the primary goal, the cost can be reduced at this time.

If we start by directly increasing the volume, it will only lead to higher and higher average prices, lower and lower consumption, and it will be difficult to control costs.

02. Why does modeling always fail when I run Ocpc?

The poor effect of Ocpc is 80% due to the model. If there are problems with the accumulation of models in the first phase, it will be difficult for us to achieve good results in the second phase. It can be said that the basic factor that determines the quality of your Ocpc is the model.

Generally speaking, the main reasons for modeling failure are as follows:

1. Inaccurate conversion

For example, many travel agents use copying conversion buttons as a basis for adding followers. The data shows 10 followers, but the actual number of followers added is less than 10.

When running ocpc, it will collect the behavior of the conversion population, such as search terms, time periods, regions, and even historical searches and population attributes, which will lead to inaccurate conversion data.

2. Inaccurate industry

When we run the bidding ocpc, we must set the industry we are in and set the business scope of the plan as accurately as possible. Because once the conversion behavior occurs, it will be targeted at the industry.

3. Less accumulated conversion data

Generally, only when the conversion data reaches more than 15 in a single day or more than 90 in seven consecutive days can the conversion data be modeled. Of course, we cannot just pursue quantity here, quality is equally important.

03. What should I do if OCPC cannot generate enough volume?

The most fundamental reason why OCPC cannot achieve large-scale sales is that the model accumulation in the first stage is not good.

Modeling is the soul of Ocpc. If there are problems in the accumulation of models in the first stage, it will be difficult to achieve good results in the second stage. It can be said that the basic factor that determines the quality of your oCPC is the model. Therefore, take the following three steps:

1. Capture more accurate conversions

The data access method selects deep conversion behaviors, such as forms and three-sentence consultations. Do not choose shallow conversion behaviors, such as "clicking a button" or "consulting in one sentence", so that the model can be built more accurately.

2. Business settings are more precise

When establishing a plan, you need to choose a business. According to the characteristics of your own industry, you should choose the most suitable and most segmented industry business. Setting precise business for the plan can make the system allocate more relevant traffic to the plan.

3. More conversion data

During the data accumulation stage, try to accumulate as much conversion data as possible. The larger the conversion data base, the more accurate it is, and the better the effect of the subsequent intelligent delivery stage.

04. What should I do when running ocpc in a single region?

It is difficult to expand the volume in a single region. If you have a large budget, you can first try conventional methods such as adding words, deleting existing negative words, adding common industry words (the consumption share and average price of these words must be controlled), and increasing the promotion period.

If you have tried all of them and it still doesn’t work, try OCPC+ zero threshold and use the intelligent system to expand the volume.

05. Is it recommended to use the OCPC zero threshold mode?

There are two types of accounts that are suitable for zero threshold:

1. If you have a large budget and are entering the peak season, you need to continue to expand the volume. If you cannot wait for the accumulation of normal thresholds, you can use zero thresholds to quickly expand the volume;

2. If the budget is small and the CPC has been running for a long time, the effect is poor and there are many malicious points, you can try to conduct effect testing through zero threshold;

In summary, if you have a large budget, you can try "zero threshold + OCPC", and if you have a small budget, you can try "zero threshold + ecpc".

06. When running OCPC, why is the effect reduced without any adjustments?

Because market competition is ongoing all the time, just because you don’t adjust doesn’t mean your competitors won’t adjust.

Nowadays, many industries will try Ocpc promotion as long as the budget is sufficient. The optimization logic of CPC and Ocpc is different. CPC relies on manual adjustment, and the bidder may adjust the strategy once a week.

However, once ocpc enters the second stage, the system will adjust the account strategy according to the target bid 24 hours a day, which will bring more instability.

07. What should I do if OCPC cannot enter the second stage?

There are two situations where OCPC cannot enter the second stage:

The first type: The budget is too small, only 200 yuan a day, which cannot meet the second-level threshold requirements at all. In this case, just run CPC honestly.

The second type: Although the budget is large, the CPC control is too poor, resulting in low account consumption. Even after the delivery package is established, the first stage of consumption cannot be spent and the second-level threshold cannot be met, so it cannot enter the second level. In this case, it is recommended to perform regular CPC optimization, first make the account consumption conversion more stable, and then run OCPC.

The above are 7 common questions about Baidu OCPC optimization .