How to correctly use Baidu's oCPC bidding to increase the volume by 3 times

Baidu's oCPC bidding is no longer a new thing. It was first launched at the end of 2018 and was initially used in the medical industry. In 2019, other industries began to slowly use it. It will gradually become mainstream by 2020, and by 2021, more than 70% of industries are using oCPC. oCPC has also experienced three threshold reductions in recent years, from regular threshold to low threshold and then to zero threshold.

Although oCPC has long been in the field of vision of bidding optimizers, only a few people are very familiar with it. This article will explain in detail the process of setting up and optimizing oCPC, and teach you how to correctly use oCPC to expand the volume by 3 times.

01. Create a new conversion tracking

When doing oCPC delivery, the first step is to create conversion tracking. You can set your conversion type in "Conversion Tracking" under the background tools. The system provides us with many types. It can be used for both the domain name landing page and the Jimuyu landing page. For the Jimuyu landing page and Duxiaodian landing page, the system is directly connected and there is no need to build a new one. Generally speaking, when we choose the conversion type, we can focus on the following: "Form submission", "Three-sentence consultation", and "Leave a clue".

02. Construction process

Flow range:

There are 3 options: Any/Computer/Mobile. Usually we select by device, and rarely use unlimited. For example, an account may have 5 PC plans and 5 mobile plans. You can create a new PC package, select the computer, and bind the PC plan. The same applies to mobile. When the traffic of your account's PC is roughly equivalent to the cost of mobile traffic, you can choose unlimited.

Scope of effect:

Select the effective scope here. Selecting all means binding all accounts. Usually, related services are bundled into one package, and unrelated services should not be bundled together.

Optimization mode:

There are 2 types, a total of 3 thresholds. The 2 types of bids are oCPC and eCPC (click bid modifier control).

3 types of thresholds - regular, low threshold, and zero threshold. The magnitude of each threshold is shown in the figure:

oCPC is generally divided into target conversion bidding and data accumulation, and the threshold is ≥10 per day for 3 consecutive days;

eCPC usually reaches 20 within 1 week;

Low threshold, oCPC is 20 in one week;

Under the 0 threshold (0 threshold means skipping one level), oCPC is ≥20 in a week, daily consumption is ≥300 in the past 7 days, and eCPC is ≥5 in a week.

There are 3 thresholds, you can choose according to the size of your account and budget. Generally speaking, choosing conventional ones will give the most stable results. Selecting a threshold of 0 results in slightly worse stability. It is recommended that conventional ones are preferred for larger quantities.

In addition to these bidding methods, there is also deep conversion bidding.

The threshold for automatic optimization is >5 conversions in a week;

The threshold for double bidding is ≥5 conversions per day for 7 consecutive days.

3. Bidding form and conversion settings

Data source:

If you are binding a consulting tool, you can choose to authorize the consulting tool. If it is Jimuyu/Duxiaodian, you can choose Jimuyu/Duxiaodian. Others use the thread API. Which conversion tracking method you use, just select the corresponding data source here.

Target conversion and deep conversion:

Goal conversion, that is, choose your ideal conversion type. For example, "one-sentence consultation", "three-sentence consultation", "form submission", etc. Deep conversion is a deeper conversion than target conversion. The idea of ​​optimization is usually to use shallow conversions to acquire customers and deep conversions to improve quality. Generally speaking, the quality of leads will be better after deep conversion using oCPC. But there are also disadvantages, resulting in small quantity and difficulty in increasing the volume. It is more suitable for industries with large budgets and large volumes, but not suitable for industries with small volumes and small budgets.

In addition, it is important to emphasize here that target conversion should generally not be set into multiple types. If you must set multiple conversion types, you need to ensure that the target conversion costs of multiple conversion types are consistent.

Target conversion bidding:

Select oCPC target conversion bid here. Regardless of whether you skip the first stage or not, you need to set a conversion bid. No bid is required when using conversion bidding during the data accumulation phase. If you select eCPC, you need to set a universal premium factor.

The maximum premium is greater than or equal to 2, and the minimum premium is recommended to be less than 1.

Expansion settings:

Can be turned on and off. Usually when running oCPC, it needs to be turned on. If it is turned off, the system will not expand the volume for you.

Expansion mode:

There are currently three types: conservative expansion, balanced expansion, and aggressive expansion. From the literal meaning, we can understand that conservative expansion is a conservative expansion, balance is a relatively moderate expansion, and active expansion is a radical expansion.

Then click Save to start delivering. If the oCPC delivery package skips the first stage, it will directly enter the second stage, and related adjustments need to be made according to the second stage. If you do not skip the first stage, the CPC mode will be used in the first stage. Let’s take a look at the interface after it is built.

Note: The interface after construction is actually very simple. There are a few places marked in the figure that require attention.

The first is the delivery phase of the delivery package. The system will display the first and second phases. In the second phase, there is an option to "return to the first phase". This option should only be selected when the second-order effect is really poor. Do not select it under normal circumstances.

The second is verification. Verification is usually done after the quantity reaches the standard. Don't rush to check as soon as the package is created. If your account has more than 10 conversions per day for three consecutive days, you can check it. Just choose the first day that meets the conditions as the time of verification. For example, if the number of days on 5.1, 5.2 and 5.3 is ≥10, then you can choose to check on 5.4, starting from 5.1. After selecting Check, you will soon be able to enter the second stage.

The third is target conversion bidding. If it runs normally, set the bid according to the normal setting. If you don’t want to run oCPC for the time being, you don’t want to delete the package. You can set the conversion bid so low that the package becomes ineffective. Equivalent to a pause.

The fourth one in the picture is deep conversion, the fifth one is universal premium, the one on the right is the bound plan, and then the traffic range. They are all relatively simple, so I won’t go into details here.

4. First-order and second-order adjustments

1. First-order adjustment

oCPC is a new bidding method compared to cpc. Its novelty lies in that oCPC is smart bidding, while cpc is manual bidding. But oCPC also has to go through a process from manual to intelligent.

In the first-level state, it is still cpc bidding and can be adjusted flexibly. After entering the second stage, it is smart bidding, and there is no need to adjust the keyword bid.

Another point to note is that there is still some CPC margin in the first three days of entering the second level, so the keyword matching and bidding can be fine-tuned in the first three days, but after three days it will be completely intelligent mode, and keyword matching and bidding will be invalid.

A larger first-order adjustment will not have much impact. You can bid, match, change pages, change creatives, etc. At the first stage, we must focus on improving the accuracy of traffic and optimizing the quality of conversations, so that your modeling data is good and the quality of conversations after entering the second stage can be high. If the quality of your first-order dialogue is average, then even if you move to the second order and have a lot of dialogue, the effect may not be very good because there is a problem with the modeling.

To improve the quality of first-order dialogue, the key is to adjust the words. There are many words consumed in the account every day, and we must ensure that our main consumption words are words with higher intentions. If we talk about it in terms of a ratio, at least 80% of the account's daily consumption words are intention words, and 20% are traffic words. This way the quality of your first-order conversation won’t be very poor.

Each industry has its own parts of speech. Taking medical care as an example, hospital, cost, treatment and some acute inflammation words are high-intention words; taking education as an example, training courses, study classes, good institutions, cost, registration and other words are high-intention words; taking franchising as an example, franchising, agency and manufacturer are generally high-intention words. Other industries can also be divided into high-intention words and general-intention words.

2. Second-order adjustment

Once your account enters the second stage, you must keep your hands off it.

1) Do not change your bid frequently. Do not change the price during the first three days of entering the second stage. If it is really rising, it can be reduced by 5%. If it is stable, no adjustments are needed.

2) Do not delete and add packages frequently. It takes time to build a data model. Don’t delete the delivery package just because it doesn’t work well or is unstable. Packages should be deleted only when the cost of delivering the packages continues to increase and all data indicators of the exhibition points are declining.

Don’t update packages too frequently. If the effect is not good, delete the package and then update new one. In addition, the conversion tracking method cannot be deleted because data is accumulated.

3) Automatic expansion. Generally, conservative is not the choice, balance is the main choice. If you need to increase the volume, it is recommended to choose active expansion.

4) Switch the conversion method. Currently, oCPC cannot be converted to eCPC, but eCPC can smooth out oCPC. Generally don't switch, but if the effect is not good, you can switch. After switching, observe the exhibition point consumption data.

5) Setting of oCPC delivery package. The suggestion is that the clearer the account divisions are, the better, including clear divisions by part of speech and business. If it is a single business, such as a business that is deployed in the entire account, all plans can be bound. If there are many businesses, such as a medical department with different types of diseases, you can first bind the plan for a single disease.
Start with the big and then the small. First, all plans (businesses) enter the second stage, and then break them down into single or multiple plans and enter the second stage.

For example:

For academic education, there are 8 plans, one high-intention plan and one traffic word plan for self-study, one high-intention plan and one traffic word plan for adult education, one high-intention plan and one traffic word plan for open university, and one high-intention plan and one traffic word plan for comprehensive academic qualifications.

When you first invest in oCPC, you can bind these 8 plans. After entering the second stage, we will see how the overall delivery package performs. If the cost reduction is greater, keep it as it is. If the cost increase decreases after running for a week, make adjustments by lowering the bid or targeting method. If the effect is restored after adjustment, just ignore it. If the cost is still high and the quantity is small, delete the package and split it.

The package is split like this: there are 4 packages: one for adult education, one for self-study education, one for TVU, and one for comprehensive academic qualifications. For packages with large traffic, balanced targeting is chosen, while for packages with small traffic, active expansion is chosen. Then we can gradually optimize it and reduce the cost.

The premise of this splitting method is that your account must be built in a detailed manner, with clear divisions of words or businesses.

6) After the second stage, under oCPC bidding, matching, keyword bidding and some coefficients are equivalent to invalid. Under eCPC bidding, time period, region, device, crowd coefficient and business district coefficient take effect. The optimization points after the second stage are negative keywords, creativity and landing pages. The landing page cannot be adjusted significantly, but minor changes can generally be made.

When changing pages, you can first change the pages of those words that have not been converted. To see whether the keywords have conversions, you can make a keyword conversion table. If you use Jimuyu, you can see which words lead to conversions through Jimuyu.

Minor changes will not have a big impact. As for the word "no", do not frequently use the word "no" after the second level. Generally, three to five days are recommended.

After the second level, avoid major changes to the page or negative words. Don't adjust the keyword matching mode and price too much, it's meaningless.

7) Unstable situation. Generally, you should look at the data for a week, not just one or two days. If the data for the entire week performs reasonably, then you can continue; if it is high, adjustments need to be made.

While looking at the data, you can also look at the oCPC diagnosis, which is the suggestion given by the system and can be used as a reference (you cannot follow the system's suggestions completely).

oCPC is not complicated, but it is not very controllable. And industry experience cannot be applied, so you need to do more practical summaries yourself.

Author: A Tao and Chu Xin

Source: A Tao and Chu Xin