18 details of Baidu's ocpc delivery

Baidu Big Search ocpc was launched in the second half of 2018, and it has been more than two years now. It was first used in the medical industry and then gradually spread to the entire industry. By 2020, more than half of advertisers will start using ocpc. In the past two years, Baidu's ocpc has also undergone many upgrades, with two directions: one is that the threshold is getting lower and lower, and the other is that it is becoming more and more intelligent.

ocpc has been launched for 2 years. Do you know how to use it?

As far as I know, there are still many people who don’t know how to use ocpc. Even many veterans only know this tool, but they are relatively blank on optimization techniques. ocpc is now mainstream, so it is recommended to give it a try.

There is no need for me to say much about why Baidu launched ocpc. This is the trend of intelligent delivery, and ocpc can increase consumption and generate revenue for Baidu. Therefore, whether from the perspective of intelligent advertising delivery, creating a closed-loop traffic flow, or from Baidu's own revenue, OCPC will continue to be the mainstream in the future. You see, now Xiaosou already has ocpc, and cpc has slowly become a thing of the past. That being the case, we should also keep pace with the times and master new skills.

This article uses plain language to sort out the 18 details of ocpc deployment. I can’t guarantee that these contents are very useful, but they are definitely what I understand and have explored through practical operations. Since the content is large, I will share it in two parts.

1. Conversion Tracking

If Baidu wants to achieve intelligent pricing, it must first collect data, and Baidu collects data through conversion tracking. The first step in launching ocpc is to create a new conversion tracking. After clicking "conversion tracking", there is a tracking target with 3 options: website, application and mini program. In conventional industries, we mainly invest in websites, so we choose website here. Below are the conversion types, usually consultation, form, etc. Taking consultation as an example, we can choose “one sentence”, which is the minimum threshold. Below is the access method. You can choose between clue API and consulting tool authorization. Clue API is more complicated, while consulting tool is simpler. Usually we choose consulting tool authorization. Below that is a conversion name, which is relatively simple. Just fill in the name.

When it comes to conversion tracking, you must choose the right conversion type. Generally, do not delete it after creating it. It is equivalent to data accumulation. If you delete it, the accumulated data will be disconnected and need to be accumulated again.

2. Create an ocpc strategy and select the traffic range

Currently, most accounts can only select PC and mobile separately, and only white accounts can select PC and mobile at the same time. The traffic range is easy to understand, it refers to the device end where the traffic is delivered. It is recommended that materials with the same account be in duplicate, one for PC and one for mobile. In this way, when you select the traffic range, bind the corresponding plans respectively.

3. Data Source

If we choose to authorize our own website + consulting tool, we can choose consulting tool authorization here. If you choose the Jimuyu page as the landing page, you can choose Jimuyu/Duxiaodian; if you want to increase fans, you usually choose web js code or clue API; if you want to promote applications, you can choose application API or application SDK; there are also telephone data authorization, Baidu Smart Mini Program SDK and AiFanFan, which are not very mainstream and not many advertisers use them. If you are interested, you can go and learn about them.

For the data source, you can select multiple or single selections. For example, it is possible to choose consulting tool authorization and Jimuyu/Dudian at the same time. However, it is generally recommended to select a single one. After multiple selections, the data will be consumed too quickly or the statistics will be inaccurate.

4. Conversion Type

It is divided into target conversion and deep conversion. Deep conversion, as the name suggests, is to deepen the target conversion. Usually, for accounts that have been running for a short time, you can just choose the conversion target. If you have higher requirements, you can choose deep conversion. There are many types of target conversions and deep conversions. Click here to learn more. Taking the medical industry as an example, when doing Baidu search, it is usually one sentence. If it needs to be deepened, three sentences will be chosen. If it needs to be deepened even more, deep conversion will be chosen to leave clues. But usually, one or three sentences are the main ones.

5. Optimization Mode

There are two types: the first is target conversion cost control, namely ocpc, and the second is click bidding system control, which we call ecpc. There are three types of ocpc. The first is target conversion bidding, the second is conversion bidding in the data accumulation stage, and the third is low-threshold delivery. ocpc and ecpc, this part has a lot of content and is quite complicated. Due to limited space, I will not describe it in detail here.

Generally, we choose bids based on our conversion volume. Assuming that your daily conversion volume is 10, you can use ocpc conversion bidding or data accumulation. If it is less than 10, it is recommended to use a low threshold first.

In addition, here in the optimization mode, you can skip one level, also known as the 0 threshold. For specific details about the ocpc threshold, ecpc threshold and 0 threshold, you can browse Baidu official or Jiuzhilan’s previous articles.

6. Automatic expansion

It includes conservative expansion, balanced expansion and aggressive expansion. The meaning is easy to understand. Conservative means a small expansion; balanced means a normal expansion; active means a large expansion. The quality of traffic brought by each form of expansion is different. For example, active expansion will bring more traffic, but it will also be a bit messy. Conservative. Although the traffic is limited, the accuracy will be better. Therefore, it is recommended here to mainly choose balanced expansion.

Some friends will turn off automatic expansion. Generally it is not recommended to shut it down. This switch itself is to increase the flow of traffic. If you turn it off, the traffic will be even less.

In addition, under automatic expansion, you can also break through the targeting, including time period, region and negative words. This is generally not recommended to be checked. If you really want to check it, you must track the effect in time. If there is an effect, do not change it. If the effect deteriorates, uncheck it.

There used to be an intelligent addition word under automatic expansion, but it has now been merged into the optimization center. You need to know this.

7. Binding Scope

At this stage, the main focus is on binding plans. There are two principles. The first principle is that a single business can be bound to the entire plan, and multiple businesses must be bound to corresponding plans. For example, in medical bidding, there are five types of diseases, abcde, with a total of 40 plans, and 8 plans for one disease. Then, when building the oCPC delivery strategy, you can bind delivery package A to plans 1-8, delivery package B to plans 9-16, and so on.

The second principle is to make the account setup as clear as possible. If the account setup is messy, it will be inconvenient for subsequent management. Therefore, before launching the investment, I suggest that you divide the account into smaller parts.

8. Launch phase and data verification

After a delivery package is created, the background will display it in the first or second stage. After the delivery package enters the second stage, there is an "option to go back to the first stage" during the delivery stage. Generally, you will choose to go back to the first stage only if the delivery package has a particularly poor effect. Under normal circumstances, it is recommended not to go back to the first stage.

Regarding data verification, do not rush to verify the data after creating a new delivery package. Generally, you should wait until the conversion volume reaches the target before verifying the data. This will make the second stage more stable.

9. Coefficients after the second order

For ocpc, all coefficients are invalid after entering the second order (from the official source). For ecpc, time period, region, device and crowd coefficients are still effective. Therefore, ecpc adjustment is more flexible than ocpc.

In addition, if the plan is bound to a population package, the official display of ecpc deductions is the multiplication of the general premium and the population coefficient. Therefore, the adjustment of ecpc should mainly be based on the effect, and there is no need to delve into its specific deduction principles.

Author: Jiuzhilan

Source: Jiuzhilan Internet Marketing (jiuzhilan)