18 details of Baidu's ocpc launch (Part 2)

Continuing from the previous article "18 details of Baidu's ocpc deployment (Part 1)".

10. After the second level of ocpc, adjusting keyword bidding and matching is ineffective. How to adjust the words?

Generally, for words that have no conversions, bidding and matching after the second stage will become invalid. Our first step is to change the page. If changing the page doesn’t work, we can consider pausing.

In addition, when these words of yours do not convert, you need to expand a batch of conversion words in your account for consumption. It is generally recommended to add a batch of words every half a month or a month.

11. ocpc unpacking, merging and deleting packages

In fact, there have been many articles about Jiuzhilan before. Unpacking means unbinding, and closing means binding.

In addition, search is not like information flow, and there is no need to delete materials frequently. If the search ocpc delivery package does not work well, we need to adjust many dimensions. If it still doesn’t work after adjustment, we will consider returning to the first level or deleting and rebuilding.

The dimensions of adjustment include:

1: Change the keyword landing page;

2: Change the bidding mode or adjust the conversion bid;

3: Adjust the automatic expansion mode;

4: Add or delete words or add/put negative words;

5. Optimize the conversion type, such as changing three sentences to one sentence, or removing deep conversion, etc.

12. What is the focus of account optimization in the later stage?

The biggest update of Baidu recently is not the ocpc delivery package, but the stargazing disk. Therefore, in the later stage, the star-gazing disk will be the focus of Baidu's bidding.

The Stargazing Plate can create various population packages, and plans can be bound to population packages for delivery. It is a very useful tool for expanding volume and introducing precise traffic.

Therefore, in terms of the later Baidu bidding optimization effect, you can study the stargazing plate more. Then there is Jimuyu. More and more advertisers are starting to use Jimuyu pages for advertising, and the results have been greatly improved compared to before.

13. What should I do if I want more manual operations but still want to use ocpc?

It is recommended to use ocpc+ecpc, or ocpc+cpc for delivery. In this way, ocpc needs to be adjusted less frequently, ecpc can be adjusted flexibly, and cpc can be adjusted freely, which leads to a higher control procedure over the account.

Ocpc is used to expand volume, and cpc is used to supplement volume, which is a more ideal combination method.

For some niche industries, if the budget cannot support OCPC, then OCPC + CPC will be used. OCPC controls the expansion mode or planned budget, while the CPC plan focuses on low price + wide matching to expand the volume.

14. What are the important points of first and second order? What are the points to pay attention to?

The first order, that is, the CPC model, the important points are:

1: Average price, try to reduce the average price as much as possible;

2: Match, try to get the best match;

3: Conversion, strive for a high conversion rate as much as possible, so the page test must be done well;

4: Ranking, try to keep the ranking between 2-4 for both PC and mobile. There is no need to rush to be the first. Ranking behind is not good either. The middle ranking is the best.

Points to note at the first level: You can make adjustments flexibly, build the account as detailed as possible, maintain high display, high click-through rate, high conversion rate and low average price, which is the most ideal. As for the click-through rate, as long as the match is reasonable, there is no need to pursue an excessively high click-through rate.

The second stage is the ocpc intelligent price adjustment stage. According to the deduction formula of ecpm, ecpm value = conversion bid × estimated conversion rate × estimated click-through rate × 1000, the important point is:

1: Pursue a higher click-through rate;

2: Pursue a higher conversion rate;

Points to note in the second stage: For the click-through rate, you can focus on combining advanced creativity and video creativity to write; for a high conversion rate, you need to test more pages on Jimuyu. After the second stage, the average price is no longer the primary focus. The focus should be on conversion rate, conversion volume and conversion cost. Ranking does not need to be the focus. If the quality of leads is poor, the focus can be on optimizing consumer words, expansion models and population packages.

15. How many plans should be bound to a delivery package?

It doesn’t need to be too detailed. Generally, you can count your planned conversion numbers and set up packages based on the planned conversion numbers.

Assuming that the daily conversion numbers of your four plans are greater than 10, then bind the four plans. Assuming that the 4 plans have less than 10 conversions, you should either set a low threshold or bind 5 or more.

The number of binding plans needs to be determined based on the planned conversion volume, and they can be bound if they meet the threshold requirements.

It is generally not recommended to bind a single or two plans, unless your plan has many units and a large conversion volume, then it is fine. If your planned materials are not large and the conversion volume is not high, then I suggest you bind more plans.

16. How to expand the quantity after the second order?

1: Add words and industries to make fixed investments;

2: Change the expansion mode to active;

3: ocpc + cpc delivery, ocpc expansion, cpc replenishment, each can use half of the budget;

4: Double-household strategy or multiple delivery packages;

5: Add target audience packages or optimize the landing page.

17. Does changing the second-level logistics page have a big impact?

There will be a certain impact, it is best to change them in batches rather than at the same time.

In addition, you can change the page by replacing some words that have not been converted, and you don’t need to change the page for words that have been converted. The conversion components of the new page need to be set up.

18. How to improve your ocpc capabilities? Where can I learn Baidu bidding ocpc?

There are actually two points to improve ocpc capabilities: one is practical operation, and the other is summary. No matter how much you talk or how clearly you understand something, it will be useless if you don’t put it into practice.

Time is the only criterion for testing truth. Only by putting a method into practice can you know whether it works. After the actual practice, it is time to summarize, and only by summarizing can there be new improvements.

Just like the article written by the captain, this is a review and also a method of self-summary and improvement.

As for learning platforms, Baidu Marketing University and Jiuzhilan have a lot of useful articles that you can read and learn frequently.

The above are the 18 key points of ocpc deployment that I have sorted out. Newbies can practice and test them, and veterans are welcome to add to them. Ocpc is actually not that difficult, and it will be the mainstream bidding model in 2021 and beyond, so get to know it as soon as possible.

How to bid on Baidu in 2021? It is recommended to focus on these three aspects: ocpc, stargazing plate, and Jimuyu. These three are the core of refined bidding operations. If you master them, you can basically master Baidu bidding advertising.

Author: Jiuzhilan

Source: Jiuzhilan Internet Marketing (jiuzhilan)