How to optimize the account to stabilize oCPC second-order conversion?

With the popularity of oCPC , small and medium-sized enterprise accounts can now also use oCPC. After entering the second stage, the fluctuation is not big and the effect is still very good. However, good and stable results are hard to come by. It was fine yesterday, but it was not the same the next day. It really makes optimizers crazy. So how can we make the second-stage conversion more stable for a few days?

Everyone knows that the second-order conversion of oCPC is closely related to the first-order data accumulation. In order to stabilize the second-order effect, you must ensure the accuracy of the first-order data as much as possible.

Since the beginning of this year, oCPC seems to be not so easy to run, so we can only optimize from more aspects to ensure the stability of the account.

1. Accuracy of adding words

In the past, it was normal to add some industry words, and it could be controlled. But now, if you add too many industry words, especially those broad industry words, you will not be able to imagine the words that will be automatically added to you after entering the second stage, and the CPC is quite high. If you have a small budget, your budget will be gone after a few clicks.

For example, if you are doing rice noodle franchise, don't add words like "investment and franchise". If you add this word to your account, even if it is an exact match, it will bring you some words from other industries, such as home improvement franchise, wedding photography franchise, etc. You say that in order to expand the volume, it's ok if the leads brought by this word can be converted into sales. If not, the system will determine that you can accept the traffic brought by this word and often bring you this volume, and your overall conversion direction will be biased.

2. Is intelligence still widely applicable?

Although the matching is managed after entering the second stage of oCPC, if you use smart matching in the first stage, and a lot of miscellaneous volume comes in during the period of entering the second stage, and you do not deny the words in time, and some words still have conversions, then these systems will record them. After entering the second stage, the words that have converted in the first stage will be used as basic roots to generate conversions. The expansion strength of the second stage is sometimes beyond your imagination, so in the first stage it is best to expand the precise volume as much as possible, unless your product is unpopular and has little volume, then there is no other way, just use whatever match you should use.

When building an oCPC package, you need to pay attention to the settings of various data, because once set, if you want to modify it after the model enters the second stage, it will easily cause fluctuations in the account.

Expansion method:

It is divided into three modes, which can generally be compared with the precise, short and smart keywords. It is recommended to start from narrow to wide. If you set a wide range at the beginning, it will be difficult to change it back later.

Bind to plan or account?

This still depends on the conversion situation of your entire account. If one plan can support the advanced conversion of a package, then it is better to build it according to the plan; if the volume is small, then it doesn’t matter if you directly bind the account, and it is good enough to enter the second-level stable conversion.

Target conversion bidding:

You can set this based on the acceptable cost for your product conversion. Last year, it was fine to set it lower than 60% of the actual conversion. Now it is not so acceptable. You need to set it higher than 60%. In addition, you need to reach the conversion volume within the specified period and reach the target conversion bid given by the system. At least it cannot be lower than this. Generally, it should be higher.

For now, this target conversion bid can only be set higher than the target conversion bid given by the system, and then slowly adjusted downwards later.

This is the most commonly used method and a must-use method. There are two suggestions for negative words:

1) Irrelevant words are rejected once they appear, even if the consumption is not high

Many people think that some words only appear once and the consumption is not high, so there is no need to care about them. This idea is dangerous. Can you ensure that you keep an eye on your account at all times? Are you sure you have that good computing ability? Are you sure you are sensitive to numbers?

It doesn’t matter how many times this word appears, but when different words appear in different time periods, the accumulation of small amounts will add up to a large amount. Have you ever calculated the cost? A thousand-mile dam is destroyed by an ant hole. This is how your costs go up. Poor conversion is also caused by the idea of ​​not striving for perfection. It is recommended to reject it once and for all. Don’t worry about the capacity of the negative words. Many people’s accounts are not fully used up, and they can be cleared up again when it is full.

2) Are there competing words in the product plan?

Generally, people would think that if it can be converted, then don’t deny it, or what if there is a conversion? If competitor words appear in your product plan or brand plan, it is recommended to reject them, because your product/brand plan requires high-precision conversion. Mixing in some competitor words will increase costs and skew the conversion model. If you reject them in these plans, you can put them in the competitor word plan.

Author: Li Gongzi

Source: Gongzi Suibilu (gzsuibilu)