What rules does the optimization adjustment of search promotion OCPC follow? Is there any simple way to expand volume, maintain capital, and improve the quality of leads?
In this issue, we have invited Mr. Ren Yanzhe, who has been working with search and promotion accounts in the education industry for many years, to share his long-term accumulated OCPC optimization experience with everyone.
Share outline:
1. Explore and search the OCPC principle and find the core optimization factor
2. Explain in detail the three ways to advance to the second level and provide the basis for selection
3. Self-examination strategies for four common situations in the second stage, and countermeasures according to the situation
4. Rapid increase in volume in the second phase, interpretation of various methods one by one
5. To reduce conversion costs, you can try these methods
6. Increase the number of conversions and combine delivery packages
7. The old problem of conversion quality, two solutions: self-check and double bidding
1. Want to play with OCPC search
You have to master the three core factors
Although this content is summarized from the experience of advertising in the education industry and the cases are selected from advertisers in the education industry, in fact, many optimization methods are also applicable to the entire industry.
Over the years, advertisers in many industries have encountered problems such as higher customer acquisition costs, gradually decreasing display volume, fluctuating conversion rates, and unsatisfactory lead efficiency during the process of search promotion. The root cause is that the competition for traffic is fierce, but manual keyword expansion and price adjustment are often slow to react and the ability to grasp high-quality traffic is poor.
Based on the objective demand for "traffic refinement", more and more advertisers choose the OCPC model to deliver their ads, thereby controlling conversion costs, conversion quantity and conversion quality. The bidding formula of the first stage of OCPC is no different from CPC, but the three core factors in the second stage are target conversion bid, estimated click-through rate and estimated conversion rate, which are also the indicators we focus on in the subsequent optimization process.
Here we also answer a question that everyone often asks. What is the relationship between ECPM, which determines the ranking in the OCPC mode, and the quality we talked about before? In fact, quality is related to indicators such as estimated click-through rate, creative relevance, and landing page experience. At the same time, creative relevance and landing page experience are also important factors to ensure the estimated conversion rate. It can be seen that the quality system and the second-stage ECPM are similar in nature.
2. Three major modes for searching OCPC for the second level
How to make a choice?
After understanding the basic principles, let's explain the proposition of "how to enable OCPC".
In the preparation stage, we need to pay attention to selecting conversion goals that fit our own marketing scenarios, and ensure that data access is normal; in the first phase of the model learning process, be careful not to make major adjustments to the delivery package , such as changing the region, modifying the delivery time period, large-scale keyword deletion, price adjustment and matching, and landing page adjustments - this is actually the same as the principle of "reducing negative operations" of information flow OCPC, in order to allow the model to learn the characteristics of high-conversion people as quickly as possible under the same targeting and traffic environment, so as to enter the second stage as soon as possible.
There are three different thresholds to choose from when entering the second stage, which is the biggest difference from the information flow automatically entering the second stage. Which one is best? The first method: the conventional method requires 10 conversions to be achieved every day for three consecutive days in the first stage. This method has the highest threshold, but the model is also the most stable. The second method: the low-standard method, which only requires collecting 20 conversions per week. This method has a lower threshold, but the stability of the model will decrease. It is normal for the conversion cost on some dates to be higher than expected. In this case, it is recommended that you do not adjust the delivery package frequently, but extend the observation period to 3-7 days to check the cost situation, and then formulate an adjustment strategy. The third method: unconditionally enter the second stage, which is suitable for when we are not sure whether we can reach the threshold of the first two methods. This model will directly estimate the click-through rate and conversion rate of the existing delivery package. It has poor stability, so it will experience greater fluctuations in the early stages, so we must be more patient. 3. How to optimize after entering the second stage?Deal with it according to the situation Because the bidding formula of the first stage of OCPC is consistent with CPC, we can adopt the conventional two-dimensional four-quadrant method to optimize keywords and the AB test method to optimize creativity. However, the amplitude should not be too large to avoid the deviation of the model learning process. I will not interpret it in detail here. What really gives everyone a headache is the shortage of quantity and conversion fluctuations encountered after the second stage; because the second stage of OCPC will float the bid for the keywords in the delivery package, and the model will also break through the original matching mode, so it is meaningless to manually adjust the click bid and change the matching mode during CPC. Based on this, we first attribute the cause and investigate from the following aspects. In the first case, there is no quantity or it is difficult to expand the quantity. At this time, we should first evaluate whether our conversion bid, click-through rate and conversion rate have reached the industry average . Usually we can communicate with optimizers to learn the average click-through rate and conversion rate of the industry. Or our delivery area or time period is too narrow, the number of keywords is too small, or the relevance to the business is not good. In the second case, the conversion cost is high. This is also related to our click-through rate and conversion rate. Even a poor effective conversion rate (deep conversion rate) will lead to high costs. In addition, unreasonable settings of the OCPC delivery package and missing data (for example, the model can only recognize a part of the total conversion volume) can also lead to this result. In the third case, the conversion cost fluctuates greatly. At this time, it is recommended to first check whether any adjustments have been made to the account, especially changes to the region, time period, landing page, large-scale deletion of words, and addition of negative words. In the fourth case, the clue efficiency is low. Here we should check the relevance of keywords-creativity-landing page-conversion links, and pay special attention to the reasonable setting of forms and consultation pages.
4. Facing the challenge of expanding volume
What are the conventional and special means?
After checking the above four basic situations, we can find the direction for optimization. What are the specific methods? Let us start with the method of expanding the quantity.
First of all, conventional volume expansion techniques include adding words, deleting negative words, raising prices, and using automatic volume expansion tools. For example, we can add some business-related long-tail words and general-demand words. The model will select the people with high conversion rates in the traffic brought by these words and charge a premium, thereby effectively increasing the volume. For example, when deleting negative words, we should give priority to deleting words that have a certain relevance to the business... These conventional methods can achieve effective expansion.In addition, you can also start from the formula of the second stage of OCPC and improve ECPM by increasing the estimated click-through rate and estimated conversion rate, thereby enhancing the ability to acquire traffic. Because the optimization of click-through rate has basically been completed in the first stage, the following case will be used to illustrate the expansion effect brought about by improving conversion rate. In this case, the advertiser in the education industry switched from building its own website to the Jimuyu landing page, refined the product selling points and presented them in a targeted manner, and used Jimuyu's "auto-fill number" function to simplify the process for netizens to fill out forms, thereby increasing the conversion rate from 1% to 2.7%. As a result, we found that the conversion rate increased by less than 3 times, while the conversion cost remained basically the same, the conversion volume increased from an average of 10 per day to an average of 90 per day, a full 9-fold increase. It can be seen that the effect of improving conversion rate on expanding volume is beyond expectations.5. Reduce costsand teach you a special way to play Although the purpose of OCPC is to make the conversion meet our needs, in actual operation there will still be situations where the cost is higher than expected. At this time, reducing costs has become the focus of our optimizers' efforts.First of all, the conventional strategy to reduce costs is to increase click-through rate and conversion rate. According to the formula, when the estimated click-through rate and estimated conversion rate among the three major factors increase, the conversion cost can be appropriately reduced while still maintaining a high ECPM. Specific operations include: improving click-through rate requires optimizing creativity. You should consider using advanced styles to make the creativity more eye-catching and highlight the product's selling points to netizens. Next, let’s talk about a special method to reduce conversion costs - lowering the CPA bid. It should be noted that lowering the CPA bid is a negative operation, so it has high requirements on the original quality of the model. It is generally recommended to try again when the average daily conversion volume is greater than 20; the price reduction should be 5%-10%, and it is necessary to combine actions such as keyword expansion to increase the volume; after each price adjustment, you need to wait 2-3 days to check the data changes, and only proceed to the next step when you ensure that the click-through rate and conversion rate are still good. In the case, we can see that the optimizer's operation is to fine-tune the conversion bid every 2-3 days, and use actions such as adding words and deleting negative words to ensure the amount of displayed keywords in the delivery package. After repeating this operation several times, the actual conversion cost was reduced by 17.5%, and the ability to acquire traffic did not decline. I would like to remind everyone that when you check the data in each price adjustment cycle, if you find that the display volume or click volume has dropped significantly, you should immediately adjust the conversion bid back to the level before the operation. At this time, the model has not yet declined and can be restored to its original effect.6.Examples of ways to deal with low daily conversion numbers After solving the two major problems of expanding volume and reducing costs, let’s talk about the general and special methods of “increasing daily conversion numbers”. It should be noted that "expanding volume" and "increasing daily conversion numbers" belong to the same category of needs. Conventional conversion funnel analysis ideas can be applied in this regard. At the same time, the self-inspection methods and volume expansion operations mentioned in the previous article can also be reused, so I will not go into details here. It is particularly pointed out that in the second stage of OCPC, as an optimizer, you must change the mindset of "rejecting inaccurate traffic" and reduce the frequency and number of negative words, especially avoid frequent use of short phrase negative words. This is because the OCPC second-stage model is based on the estimated conversion rate of a single netizen after searching and seeing our promotion, and makes premiums and displays. Even if the relevance of the netizen's search terms is not strong enough, the model will still make a judgment on the netizen's estimated conversion behavior and display it. Therefore, too many negative words will lose the display of the advertisement in this case, thereby affecting the final conversion volume. At the same time, the daily conversion number can be increased by merging OCPC delivery packages of the same business line to make the model more stable. In principle, when we merge the plans of the same business line in the account (meaning selling the same products and having similar conversion costs) into the same OCPC delivery package, the overall display volume, click volume, and average daily conversion number will increase. We also need to note that after the merger, we should wait for 3-7 days for the model to stabilize and do not modify the region, time period, or coefficient at the same time. Through the case, we can see that the conversion volume after the merger has increased significantly, and the conversion cost has remained at a low level in the last three days of the week, indicating that the model has stabilized.7. Improve conversion qualityManual optimization and tools Conversion quality has always been the focus of optimizers' efforts. Two sets of ideas have been proposed in this regard, namely, solving it through manual investigation and optimization, and using dual bidding tools. There are three aspects to manual investigation, namely "keyword-creativity-landing page-conversion component correlation", "landing page and conversion setting experience" and "consider raising the conversion threshold". This article will not go into details. What needs to be emphasized is the principle and usage of the double bidding tool used in searching OCPC. This aspect is the same as information flow OCPX. After selecting the shallow conversion goals, we can set the deep conversion goals and costs. For example, when our shallow goal is "the netizen has a sentence to communicate in the consultation tool", the deep goal can be "leaving a clue" - that is, when the customer service confirms that the netizen has left a phone number or WeChat, he can reply with a "code word" as a mark (such as: We will contact you later) to let the model learn. Through this dual bidding method, we can greatly improve the quality of conversions. Here we would like to remind everyone that it is recommended to select "Automatic Optimization" in the "Deep Optimization Function" to allow the system to automatically accumulate the shallow/deep conversion ratio and automatically help us adjust the price of deep conversions. If you choose "Custom Double Bid", you need to make sure that the bid is reasonable, otherwise the conversion volume will drop sharply due to the large gap with the actual bid. The above is for this sharing. What have you learned? Author: Baidu Guangzhou Branch
