Dasou ocpc is a double-edged sword. If used well, the effect is very good. Improper use will result in great waste. Even though Dasou ocpc has been launched for more than a year, there are still many people who question it, believing that it has no effect or is not easy to use. Then I want to tell you that you are really wrong.
If OCPC is used properly, the effect is very good. I know some friends who are in the medical field, some in finance and taxation, and some in education, and the effect of investing in OCPC is very good. Here I will organize other people's methods and my own methods and make some brief conclusions.
We have previously talked about the core operations of cpc and ocpc. Here we will talk about which parts of ocpc should be done manually and which parts should be done by machines. The so-called smart bidding is actually AI machine algorithm. Smart bidding is the first-order exploration, and the second-order system expands precise traffic. Once we understand this underlying logic, all we have to do is follow the machine.
In the first stage, what we mainly need to do is to set up a clear account and do a good job of CPC. Control the average price , control the word type consumption , and focus on improving the quality of conversation . In this way, when you enter the second stage, the model of system exploration will be more accurate.
1. How to advance to the second level
At the second level, we must first consider how to advance to the second level. The so-called how to advance to the second level is the question of what kind of bid to adopt. As mentioned in the previous article, there are 5 types of ocpc bids: ocpc conversion bid, ocpc accumulation, ocpc low threshold, ecpc, and 0 threshold. There are actually many ways to choose among these five bids, such as by quantity, by budget, by the age of the household, etc. Here we recommend choosing quantity first. The ocpc conversion bid and data accumulation are greater than or equal to 10 every day for three consecutive days; the low threshold is greater than 20 in a week; the ecpc is greater than 20 in a week; the 0 threshold ocpc is greater than 20 in 2 weeks, and the ecpc is greater than 5 in 1 week. If your daily conversion volume (here only refers to conversations) reaches the corresponding threshold, you can adopt the corresponding bidding method. For example, if you only have five or six conversations a day, then it is recommended that you choose the ocpc low threshold. If you have more than 10 conversations a day, you must choose the regular one. In addition, in terms of intelligence, OCPC is obviously more intelligent than ECPC. To add a little bit of underlying logic: Since Baidu ocpc has set this threshold number, there must be a reason for it, and it must be supported by an algorithm. All we have to do is follow this algorithm. Assuming that your daily volume is less than 5, and you set ocpc as a regular, it will be very slow to advance to the second level, and your effect will definitely not be good.
2. What should you do initially after entering the second stage?
After entering the second stage, the first three days are still relatively important. At this time, the system is in a learning and exploration stage. If you move too much, it will disrupt the system model . According to Baidu's ocpc official documentation, in the early stage after ocpc enters the second stage, there are still a small number of keyword matches and bids that are effective. In the middle term, it is no longer effective. Although Baidu has not officially stated how long this initial stage lasts, based on my personal experience, this initial stage refers to the first three days, so there are the following things we can and cannot do in the first three days: Things you can do: Slightly adjust keyword bids and matches; Minor adjustments to the page or words (including deletion and repetition, addition of keywords, deletion, cutting, etc.); What you can’t do: Avoid drastically reducing prices once you enter the second stage; Don’t just ignore your account once you enter the second stage; Avoid frequent negative words and frequent page changes in the first and second levels; Do not enable smart word addition or matching as soon as you enter the second level;
3. What to do in the mid-term of the second stage
We all know that after ocpc reaches the second level, there is very little to do. No need to check rankings, no need to adjust keyword bids and matches. It seems like there are few things to do, but it is not. Because after reaching the second level, there will actually be many problems, such as spending money quickly, unstable results, poor conversation quality, too many sentences, etc. These problems need to be solved at the second level. The solution to spending money quickly is that ocpc cannot set a budget for the delivery package for the time being, nor can it be paused, so the solution to spending money quickly and poor conversion can be: reduce the account budget; change the active to balanced in automatic expansion, or change the balanced to conservative; lower the conversion bid. The effect is unstable, so the cycle usually needs to be extended, and it is recommended to be more than one week. If the cost is reasonable, you can leave it as it is. If the cost is high, for plans with high delivery costs, check the search terms (to see if there are any random ones), see if the conversion price can be optimized, and see if the page corresponds. If the effect of the delivery package is really poor, return to the first level, or change the conversion bid to 0 (that is, do not deliver ocpc), or delete the delivery package and update it. The poor quality of conversation mainly depends on the second-order search terms and the first-order conversation situation. Assume that August 1st to 3rd are the first stage, and August 4th enters the second stage, but the conversation quality is very poor afterwards, then check whether there are problems with the keywords and search terms from August 1st to 3rd. If there are problems, then it is a first-stage problem. If there is no problem, then it is a problem with the second-order search terms or Baidu traffic. The solution to poor conversation quality is to reject keywords, slightly adjust keyword bids (just adjust individual words), and optimize the page. Too many sentences is a headache. If there are too many sentences, you can try using three sentences, leaving clues or turning off preset words.
4. What should be done to ensure stable effects in the middle and late stages of the second stage?
What to do if you are unstable? If the effect is stable, there is actually no need to adjust too much. Just review the words once every three days, add some words slightly, and change the creativity. If the effect is not stable, there is a lot to do. Step 1: Check the search terms. If there is a problem, reject the terms. If there is no problem, ignore them. Step 2: Check the correspondence between the keywords and the pages. If they correspond, ignore them. If they do not correspond, change them. Step 3: After doing all these, if the effect is still not good, you can consider unpacking or deleting them and adding new ones. How to unpack has been mentioned in the previous article, you can read the previous article. If you create a new delivery package, it is recommended to increase or decrease the binding plan, so that it will be better if there is some difference with the original package. How many plans should be bound to a delivery package? Actually there is no standard. Because the situations of each industry and each account are different, it is generally recommended to bind two or three plans. If the structure is clear, you can also bind one or two plans. Binding the entire account is only suitable for the initial stage, not for the middle and late stages . In the second stage, the page is still very critical. ocpc is the estimated conversion rate, and the page carries the conversion. The better your page is, the higher the conversion rate will be, and the better the effect of ocpc will be. Therefore, in the second stage, we must pay attention to the page. Page optimization includes two points, which have actually been mentioned a lot before. The first point is to have as many pages as possible, corresponding one to each keyword ; the second point is that the conversion component of the page should be as conspicuous and convenient as possible.
5. Metaphysics in oCPC
Many people say that promotion is a mystery. In fact, it is like this. OCPC is a machine algorithm. Machines also make mistakes sometimes and it is impossible for them to work normally all the time. Therefore, we can also summarize some science from metaphysics. Let me tell you some metaphysical things and see if you have noticed them in your daily life. Metaphysics 1: There is a regularity that certain industries have bad performance on Fridays, and this is the case eight out of ten weeks. This is true for cpc and ocpc as well. Have you ever encountered this? Metaphysics 2: As a general rule, if the initial conversion bid is set higher, the account will be more competitive and the effect may be better. However, there are a few friends who made very low initial bids, some even lowered their bids from high to low, and the results were not only not affected, but were very good. Have you ever encountered this? Metaphysics Three: When the account performance is poor, no matter how you adjust it, it will be useless. But when you are tired and don’t want to adjust it, the account performance will sometimes improve naturally. This is true for cpc and ocpc as well. Have you ever encountered this? I would rather understand this metaphysical color as a machine bug behavior or the machine's own inertial behavior. It has regularity, but there is no good solution. You can only change flexibly according to the rules. Of course, scientific conclusions can be drawn from metaphysics, but this requires specific analysis of specific accounts.Supplement : One more question. Last time, a friend (WeChat nickname Mason) asked me to write an article about Baidu bidding keyword packages. Because I had never used it before, I specifically asked a few more experienced friends, and the feedback I got was that the results were average or very poor. Consumption is fast, but conversion is poor. This can be considered an intelligent product of Baidu, but its effect is actually not yet mature. Use with caution. Keyword packages are said to be at the unit level, just like keywords, but based on feedback from several friends, the results are less than ideal. That’s all I have to say for now. Is ocpc difficult? I don't think it's very difficult. The key is to understand its underlying logic, and then to know its science and metaphysics, that is, to know how to do it artificially and how to do it machine-based. Move where you should move, and keep your hands off where you shouldn't move. ocpc is updated very quickly now, with new changes every month. The earlier you study it, the sooner you can reap the benefits. Author: Mubibai Marketing Diary
