ocpc package is well built, conversion rate increased by 56%

Ocpc has been working well since it was first used, with conversion rates up 56%. After six months of trial and error, I have summarized the following experience and methods, hoping to provide them for your reference.

1. Create a package account or plan

In fact, I didn’t want to try the entire account at the beginning, because there were several plans in the original account that consumed very quickly and the conversion was not good. If the entire account was combined at the beginning, it would still be impossible to optimize these high-cost plans, and it would be difficult to distinguish which plans were running well and which were lagging behind, so it is better to run according to the plan.

ps: Requirements for each threshold to enter the second level

So what are the specific optimization methods?

It is best to separate PC and mobile

It is recommended to separate PC and mobile. Now in most industries, mobile traffic accounts for the majority, and conversions are naturally biased towards mobile. If PC and mobile are combined, the traffic of the two ports cannot be controlled well.

There is little traffic on the PC side, the CPC is still high, and the conversion situation is average. In order to better control costs, it is recommended that the PC can run CPC. If you can enter the second level with a low threshold, it will be even better. If you can't enter, then it is also good to keep running CPC. It can not only control costs, but also improve the conversion rate of words, and also improve the quality of words to a certain extent.

If the mobile traffic is high, you can focus on it and try to build a package as follows:

Build packages first according to general and high conversion plans

The plans common to my account usually have higher traffic, higher consumption and faster speed, so I did not combine this plan with other plans, but built a package separately. The first time, it failed after a one-week learning period. After the failure, I continued cpc optimization for another week, continued to build packages in the third week, and successfully entered the second level for the second time (using a 0 threshold).

I have selected 3 other plans for products and brands that usually have good conversions. These were successful at the first try, and the conversions continued to be good for a month after the success. One thing you must pay attention to: when the conversion is good, don't operate the account too easily, otherwise all your efforts will be wasted. Remember this.

Why is it divided like this?

If you combine a high-traffic plan with a plan with good conversions, it will become unstable and difficult to optimize in the later stage. Suppose the product words in this package perform well, but the high-traffic words perform poorly. Although your CPA may eventually be raised to the target CPA, if you want to adjust the high-traffic words, it will affect the entire package, and eventually cause your well-performing product words to suffer. So it is recommended to separate them.

2. Some suggestions for setting target CPA

Those who run ocpc should know that there will be a system recommending bids. This data is only for reference. You can set the specific CPA according to the normal conversion cost of your business or the cost you can accept. For example, the general CPA in my industry is around 320, and this is about the price we can accept. So I can try to set the target CPA around this. In fact, it does not need to be set very high. It does not mean that if you set it to 999, the system will give you more quantity.

This is a bit of a challenge to the system. The system can be said to be forward-looking but also has lags. For example, if you set the CPA according to the system bid, the system will be ahead of you; if you do not set this bid and find a price that is lower than the system's recommended bid and can run well, you will be ahead of the system. But don't be happy too soon, because you will find that the CPA that outperforms the system is no longer effective soon. The system will learn your operation in a not too long time, and then formulate an operation that will make your operation become lagging. Therefore, account adjustment is not a one-time solution. We must not only please the client, but also fight wits and courage with the system, and we may not be able to win.

3. If the conversion rate of ocpc package is low, this method can be quickly adjusted

If the conversion is low but the CPA is still high, then you can adjust the target CPA up or down by about 10% and observe. If it doesn't work, you can directly adjust the target CPA to 0, optimize it with CPC for a period of time, and then adjust the CPA to the target value when the conversion is stable. Basically, after doing this, it can be stable for a period of time (this is a very useful operation technique).

The above is the content of this sharing. Finally, I would like to make a summary of this sharing, mainly talking about the following points:

1. It is recommended to build separate packages for PC and mobile, which can better analyze data and control traffic costs. By building separate packages for high-traffic and high-conversion plans, you can avoid plans with poor conversions dragging down plans with good conversions.

2. The target CPA can be set independently of the system bid. You need to find the CPA that challenges the system.

3. When the conversion is unstable, it is a good idea to adjust the target CPA to 0. There is no need to delete the packages with accumulated data in a hurry.

Author: Li Gongzi

Source: Gongzi Suibilu (gzsuibilu)