Friends who are familiar with Baidu ocpc know that ocpc first started in the medical industry and then gradually spread to other industries. Medical care is the earliest testing ground for OCPC. In fact, there are many factors involved. We will not discuss the regulatory issues of medical promotion here. I will only share the implementation of OCPC in medical accounts.

Let me first talk about the project I have invested in. The department I invested in is Traditional Chinese Medicine, which treats diseases such as water accumulation and fluid accumulation. The hospital is not very large, and the daily budget is between 1,000 and 1,500. The project will be promoted in all regions except border areas. When I first took over the account, the consulting cost was over 50. Currently the cost is stable within 35 (occasionally between 25-30). It took only one month to reduce consulting costs by 30%. Perhaps in the eyes of many experts, this budget or this cost is not a very successful case, but due to subjective and objective reasons (budget, personal medical experience), this data is actually a significant improvement in the company's current "environment".

1. Before account adjustment

When I first took over the account, there were 4 ocpc delivery packages, one ecpc and three ocpc. Consultation conversion is all about one sentence. All account landing pages use one, the home page consultation page. The daily budget is 800-1000. 15-20 conversations per day. There are few conversations and the quality is poor, the cost is high, and the WeChat conversion rate is low.

When I first took over this account, I found the problem in just one day:

1: If you only have one page for the entire account, the conversion rate will definitely not be good, especially in the medical industry;

2: There are few dialogues. This problem has a lot of room for improvement, mainly solving the problems of pages and ocpc settings;

3: Poor quality, need to find ways to improve the depth of conversation;

4: Although there are 4 delivery packages, only one ecpc package enters the second stage, and the other three ocpc packages do not enter the second stage. This is a serious problem.

2. Account adjustment

The first thing is to adjust the page, and the main optimization area is Jimuyu. The work I did included:

1: Sort out all the pages in Jimuyu, including standard pages and consultation pages. In the account, each word corresponds to the corresponding disease consultation page. I would like to add that in the medical field, we all know that the conversion rate of consultation pages is higher than that of standard pages, so we mainly focus on consultation pages;

2: Add content and generate a new page. You can add activity content, article content, and disease content to Jimuyu. After adding these contents, new pages will be generated, and then these pages can be set in the account, so that they can be richer and more corresponding;

3: Delete and rebuild the ocpc delivery package. As mentioned before, there were 4 delivery packages, and except for one ecpc that made it to the second stage, the other three ocpcs did not. I deleted all three ocpc packages and rebuilt new ones. Based on the fact that the number of conversations per day is between 15 and 25, and my idea is to bind the disease type instead of directly binding the entire account, so the new package uses the ocpc low threshold,

One delivery package is bound to 2-3 plans or 3-5 plans;

4: Due to the poor quality, I changed the one sentence of the only ecpc delivery package in the account into three sentences. Here I would like to talk about my thoughts. The reason why I changed this package is, firstly, because this package is more stable, and secondly, because this package is ecpc, it is more adjustable. If a new package is set up with three sentences directly, the cost will be very high;

5: Since I have set the new delivery package to balanced expansion, it is inevitable that some spam words will come in every day. If it is set to conservative, the amount will be reduced. For this method, I will check a word every three to five days. Because the main keyword pattern of the account is phrases, I turned on the balance. The overall matching is not very messy. There will be more than ten words a day, which is a bit messy. If you regularly deny keywords, the quality of your traffic will not be very bad.

3. Effects and re-optimization after account adjustment

By finding the problems and making adjustments, the account performance was improved immediately. The account adjustments were made on the evening of August 11th and the day of August 12th, and the effects were immediate. And the effect lasted for a long time. However, if we do not continue to optimize, it will be difficult to achieve greater improvements. So after the adjustment, the further optimization I did included:

This is from August 11th, and there are 15 conversations.

This was on August 12th, and the number of conversations rose directly to 35.

1: Stay stable. In fact, ocpc is not that stable, so after it has a certain effect, what needs to be done is stability. How to maintain stability? Do not adjust prices frequently and optimize the expansion model in a timely manner.

Specifically, if consumption is high but conversion is poor, the adjustment methods include reducing the planned budget, automatically narrowing the expansion, and suspending the package delivery plan. For packages with good conversion, increase the planned budget and relax automatic expansion. Of course, if you want to control ocpc, you can also control the account-level budget, lower the bid for the delivery package, go back one level, delete and rebuild, but these methods are too hasty, and it is generally recommended to use conservative methods, reduce the planned budget, and change to automatic expansion mode to make adjustments. While keyword bidding and matching are effective at the first order, they are not very useful at the second order.

2: About the binding scope. Generally, it is from large to small, first account and then plan. When building an ocpc package, should we build it by "account" or by plan first? It is better to bind all plans first, or set up a package and bind several plans. If you directly bind the "account" at the beginning, the traffic will be at the account level, not at the plan level, and it will not be possible to segment it. Of course, this is more aimed at non-medical industries. In the medical industry, basically all packages are placed for corresponding diseases, and it is impossible to cover all accounts.

3: Don’t adjust prices frequently. Sometimes a low price does not necessarily mean no volume, but it does not mean a low price will produce good results. Generally, the lowest price should not exceed 80% of the system recommendation. If you set a low price, you can try low price + actively expand the volume.

Four: Actual picture description

This is the rendering of the entire month of July, and the cost is relatively high.

This is the rendering of August. Except for the ecpc cost below, which has increased slightly, the costs of the other three ocpc delivery packages have decreased. Especially for the two packages in the middle, the cost reduction is very obvious.

This is the total number of consultations in July, 640.

This is the total number of consultations in August, 917. The budget is the same, but the conversations have improved significantly and the overall consulting costs have been reduced by about 30%.

This is the effect chart of the optimization and adjustment on the evening of August 11th to August 31st. The number of conversations during the period from August 12th to August 31st alone exceeded that of the entire month of July. The effect was immediate and the increase was significant.

Five: Summary

1: There are two points to note about the ocpc delivery package. One is to set the bidding method according to the actual situation. If your volume is less than 10 per day and you have to set the ocpc regular, it will definitely not be effective. If the quantity is small, the threshold must be low or ecpc or 0. Don’t go against the platform’s algorithms. Second, if the quality of the conversation is not good, try to find a way to increase the depth, three sentences or leave clues;

2: In addition to OCPC, the key to the medical improvement dialogue is also very important Kimuyu. It is recommended to create more pages and then match the account words with the pages;

3: When adjusting ocpc, do not make big moves. Generally, you should look at it over a longer period of time. If the cost is high, you can smooth the bidding method or regress to the first order. If you try these and it still doesn't work, consider deleting it. Don’t adjust prices, reject words, delete words, add words, change pages, or change creative ideas too frequently, and take smaller actions.

4: OCPC and ECPC each have their own advantages and disadvantages. You can try both by learning to play to their strengths and avoid their weaknesses, and then summarize your own experience.

Of course there are many more details that cannot be listed here one by one. In short, if you say ocpc is simple, it is simple. It is said to be difficult, and it is indeed difficult sometimes. On the one hand, many people have not found the experience, and on the other hand, the Baidu system itself is constantly upgrading and adjusting.

Thank you all for reading, and thank you for the platform providing the opportunity to post. The above cases are all real cases. Although they are not very successful, they actually have many good points. They come from the author’s real operations and summaries. Everyone is welcome to communicate with them.

Author: Captain

Source: Captain