4 key points to quickly optimize the bidding OCPC delivery effect

OCPC intelligent delivery principle:

Phase 1: Accumulating conversion data

Phase 2: Smart delivery

When facing high conversion groups: increase the bid, the characteristics are similar to those of the "already converted" group, grab this person

Facing low conversion groups: lower bids, reduce impressions, and avoid them

Among them, the conversion data is collected by the system:

Specific intelligent delivery process:

The first step is to prepare for docking:

1. Identify the conversion type (form, enquiry or download)

2. Conversion data connection (what kind of conversion is considered a conversion)

The second step is data accumulation (CPC, completely based on the account, no system involvement): In order to ensure the effect of the next stage of delivery, it is necessary to accumulate certain data

The third step is intelligent delivery : based on the previously accumulated conversion data, the system automatically

A. Model building : Model is the soul of OCPC

1. First determine whether it is the model's pot:

Performance of not building a good model:

After entering the second stage, the cost immediately soars

· Entering the second stage for 3-7 days, the fluctuation is particularly large, and it is unstable with highs and lows.

· Consumption is not going out: impressions and clicks are declining across the board

2. Modeling skills

Conversion behavior ( divided into deep conversion and shallow conversion): Select deep conversion behavior

Deep layer: leave clues, three sentences, data feedback

Shallow level: button click, WeChat ID copy, a sentence

Accurate business selection: Select the most appropriate business with the finest dimension and accuracy

Modeling time: Select a time period with good results to start modeling

Before modeling: sort out the account structure, check all accounts, check negative words, check search words for all accounts

B. Preparations before OCPC launch

1. It is not recommended to run OCPC immediately for new accounts

2. It is not recommended to run 0 threshold for small budget accounts

3. Before launching, organize the account structure

4. Sort out negative word packages and release overly negative words

5. Optimize the page to the best state before building the delivery package

6. Creativity Maximize the click-through rate of creativity

C Small budget account placement

1. Sort out the account structure

2. Coefficient 0.1-2 Low-price volume plan, excluding the delivery package

3. Before you start running ecpc, try to ensure that the keyword phrase or precise

3. Analysis and solutions to key issues of OCPC

1. No volume in the account?

The purpose of launching OCPC is to increase the volume. If the volume is not increased, the meaning of OCPC will be lost.

Few keywords→→Add words, delete negative words, actively expand

Too few time slots →→Increase promotion time slots

Wrong keyword direction →→ Control the traffic proportion in the first stage before keyword purchase and launch

Target bid is low →→ Increase target bid by 5-10%

Show a lot →→ Click rate optimization: optimize creative copywriting and add advanced flash styles

2. High conversion costs

Want to control consumption, but afraid of affecting the number of leads

ecpm: bid price * estimated click rate * estimated conversion rate * 1000

Click-through rate: Add flash styles, optimize copywriting, and increase click-through rate

Conversion rate: Optimize the page, select the promotion plan business, and choose to be precise and detailed.

3. Large fluctuations

Sometimes good, sometimes bad, the effect feels uncontrollable

Increase daily conversion volume: 30 conversions. The more conversions you have, the more stable the delivery effect will be.

Be cautious when modifying basic settings such as time periods and regions

Negative words, try to use negative words every 3-5 days, control the ratio, and try to use accurate negative words

Delete keywords that have no impressions or clicks in the past 30 days, and add new keywords regularly

4. Poor quality leads

The cost of leads is OK, but the sales feedback is poor and the deal cannot be closed

Creativity: Optimize creative copywriting to increase click-through rate; add more advanced styles to increase clicks; highlight product advantages, combine user pain points, and make promises

Page: highlight the selling points on the first screen to retain customers; create different pages to carry different search terms; place the consultation button

The above is the content of this sharing.