ocpc delivery, 5,000 words of experience summary

Without further ado, we will start the knowledge sharing content of this session, still in the form of questions and answers. I hope that everyone will gain something after reading it and continue to support us.

1. Is Ocpc an intelligent promotion system independently developed by Baidu?

Not exactly. This function is still a product of Google’s promotion backend function plus Baidu’s big data.

We have seen that Google’s backend completed the upgrade of intelligent conversion many years ago. Google calls this “maximizing the number of conversions.” The binding plan tiers can be effective from the outset. Both the technology and the algorithm are very intelligent.

At the same time, you can also set a target cost per conversion, which is the second order for Baidu's ocpc, while Google can complete the first order separate delivery to bring keyword conversion data statistics. The second stage is to continuously improve the conversion effect on the original basis.

Google does not distinguish between first and second order. Both can be delivered separately to obtain data for analysis, and no matter CPCP or OCPC, they can provide click-through rate estimates, page experience, and relevance data estimates based on keyword settings. The space for optimizing data is relatively large and clear. This is the basic introduction to Google’s advanced conversion features. By comparison, we clearly know that although Baidu’s ocpc is becoming more and more intelligent, there is still a lot of room for optimization and upgrading. Let’s wait and see.

Cpc model: mainly emphasizes ranking and bidding. It belongs to the traditional bidding model, focuses on ranking and clicks, and has limited traffic coverage.

Ocpc model: It mainly tracks the flow of people who can bring conversion or are about to convert. It is an intelligent promotion model that focuses on conversion and cost.

2. What are the operational suggestions during the Ocpc intelligent delivery stage?

3. What are the operations and optimization suggestions for Ocpc from the first order to the second order?

First of all, we must fully understand the meaning of ocpc ( intelligent delivery, expansion and adjustment, and pay attention to the risks of the decline period), and the plans and materials selected should be those with stable effects.

To be on the safe side, it is best to create these plans in a copied form and run ocpc separately. This is the safest way to ensure that ocpc can be used without affecting the material data of the original account. Here are the steps:

(1) Copy the plan with good results and create a new one. (Those with a budget and multiple accounts can directly bind all plans or accounts)

Allow the copied new plan to run normally for a while, and you can choose to reduce the budget or even suspend the original plan. Allow more traffic to flow into the copied plan, thereby accumulating more data. Anyway, there's no need to rush. If you enter ocpc directly using the original plan, you can ignore this step.

(2) Select the conversion type, which is the cornerstone of everything.

If you choose the wrong one, you will lose everything. The conversion levels should be set in a progressive relationship. The deeper and higher the conversion level, the higher the conversion cost can be set. And so on.

(3) Even at the first level, it is not recommended to perform too many operations.

Because data accumulation is for second-order modeling, various types of data will be used to cover the population through the data of these models in the later stage. As mentioned before, we select some stable units or plans with good results for OCPC, so as long as there are no serious or prominent problems, we can follow the second-order OCPC approach and do real-time monitoring.

The data accumulation of the first stage determines whether the second stage can be long-lasting and efficient, and also directly affects the early or late arrival of the decline period. Related tools such as bid coefficients should also be adjusted.

It is very important to remember that if you find that consumption but no conversion has occurred in the first stage or CPC, and the keywords are still the same batch of keywords, then the probability of successfully improving the effect by entering the second stage may be less than 50%. You should optimize the account relatively well under the CPC mode and then choose to start the first stage of OCPC.

If there are clicks but no conversions, you can refer to the article I posted on the official account before.

The suggestion here is to appropriately add high-quality search terms. For example, if the words that can bring conversions are not keywords in the account, you can choose words with high intentions to add. For relevant optimization details, please refer to another article I posted on the official account. It is recommended to consider ocpc operations after completing the overall stability optimization of the account.

(4) Preparation before entering the second stage.

The three elements before entering the second stage must not be forgotten: reasonable cost setting, reaching the conversion threshold, and correct data alignment. At the same time, the first-order accumulated conversion data can be used to judge whether the establishment of the model is reasonable and whether it can provide a good foundation for the second-order effect.

After entering the second stage, the entire plan or account will be managed by the system and intelligently delivered. Therefore, the first 3-7 days of the second stage are the critical period of learning. As long as there are no major problems, it is recommended that no positive or negative operations are required. Just set a budget in advance. Allow the system to track more high-quality traffic from the entire industry's traffic pool.

(5) Inspection and optimization adjustments in the middle and late stages of the second stage.

Perform more positive operations, or perform positive and negative operations simultaneously, to reduce the variability of ocpc traffic.

The operation range should be from small to large, and the operation time is generally 5-7 days as a cycle. Monitoring and data analysis within the cycle are N times more important than the operation.

System promotion accounts for 70-80% of the proportion, and human intervention is generally recommended to account for 20-30%. If the budget allows and the effect is obvious, take appropriate actions to increase traffic.

4. What should I do if Ocpc is stuck at level 1 and cannot enter level 2?

(1) The way in which first-order choices are transformed is important.

If you don’t have many conversions, there is no need to choose the data accumulation statistical method. You can choose low threshold and zero threshold. However, previous content has always emphasized that zero threshold and low threshold are only for old accounts with relatively stable accounts and clear structures, and are not recommended for new accounts. Unless you are promoting multiple accounts, you can test a new account separately and run all plans directly.

(2) Check the website’s statistical conversion entry.

If you build your own website, suppose you are counting successful form submissions, but there are multiple entrances to the form submission, and the statistical code installation is missing, resulting in your conversion statistics not meeting the standards. You need to recheck and process it. Incomplete conversion data statistics at the first level will have a far-reaching impact on the second-level effects in the later stage.

(3) Change the statistical method if a certain statistical method is checked to be correct but still cannot meet the requirements.

It depends on the actual conversion situation. If there are more consultations and fewer telephone forms, consulting tools should be used as the first step of ocpc. The same is true in reverse. Maybe your idea is to conduct multi-faceted tests to increase the number of forms or phone calls, but if the actual conversion data does not meet the needs, it is recommended to execute it in the most comfortable and convenient way to enter the second stage.

Author: Jiuzhilan

Source: Jiuzhilan Network Marketing (jiuzhilan)