How to increase SEM conversion rate? OCPC complete guide!

With the continuous development and gradual maturity of SEM , ROI has become the ultimate goal pursued by all companies. How to effectively expand conversion volume? How to control conversion costs? How to deal with a sudden drop in conversion volume? In response to the urgent need to solve this series of problems, OCPC came into being. Since its inception, OCPC has been booming, and more and more companies have chosen this delivery model to expand their conversion volume and seize more market share.

Today I will share with you some knowledge about OCPC from preparation to construction, optimization, and common problems.

Construction

Preparation before advancement! First-order stable delivery

1. Choose a suitable account to create an oCPC delivery package. It is not recommended to create a new account.

Suitable criteria: The recent bidding cost of the plan/unit and the recent delivery effect are relatively ideal and within an acceptable range.

2. When you want to enter the second stage, try to avoid large-scale account adjustments

It is convenient to evaluate the effect of entering the second stage, so as to avoid doubts about the effect of the second stage due to non-oCPC reasons.

3. Align data (slight attribution bias, error ≤ 10%)

Only when the backend conversion data report is consistent with the actual business volume, the model is reliable and the cost accounting is accurate.

4. Confirm the cost CPA

The bid in the first stage must reach your expectations before entering the second stage, and the bid cannot be set lower than 80% of the recommended

5. It is not recommended for friends with a small budget

The second-level bid is invalid, and the budget may be gone in a few clicks.

1. OCPC location

2. Create a delivery package

(1) Delivery package name: Set a name for your delivery package to facilitate differentiation and adjustment if there are multiple delivery packages.

(2) Flow range: Select “Mobile”. Of course, you can also set up one plan for PC and mobile separately, but it is estimated that most people cannot access the PC.

(3) Data source: clarify the technical connection method.

Code monitoring: suitable for customers with fewer landing pages and infrequent changes; requires technical support from website front-end developers.

API Feedback: Suitable for customers with API development capabilities and conversion data attribution capabilities; data feedback is stable and can optimize deep conversions.

Consulting tool authorization: Customers who use online consulting tools; no technical development required; supports Shangwutong, Kuaishangtong, 53KF, Shangqiao, Meiqia, and Leyu Consulting.

Jimuyu: Suitable for customers who have simple pages and are willing to use Baidu to build their own websites. No technical development is required. Customers can create pages through merchant accounts.

3. Select optimization mode

(1) Target conversion cost control

Applicable customers: customers whose conversion can meet the second-order threshold, have fewer account operation requirements, and are concerned about conversion costs.

Threshold: The number of conversions per day must be no less than 10 for 3 consecutive days

(1) It is recommended that you fill in your actual cost for the target conversion bid here, but it must not be lower than 80% of the recommended value.

(2) Using conversion bids in the data accumulation stage, the system will build the delivery package and re-accumulate data after the delivery begins. This is more suitable for accounts with relatively stable conversions.

(3) Low-threshold delivery: As shown in the figure above, the threshold is relatively low, the weekly conversion volume is ≥20, and the fluctuation is large. The effect should be observed on a weekly basis.

(2) Click bid coefficient control

Applicable customers: customers with sparse conversion data, large fluctuations in conversion costs and conversion volumes, frequent operations, and high control demands on indicators such as ACP and CTR.

Threshold: The cumulative conversion volume in 7 days is not less than 20

Coefficient setting: In order to ensure the effectiveness of the delivery, the maximum premium coefficient should be ≥2, and the minimum premium coefficient is recommended to be <1.

Crowd preference: Here you can create a crowd package such as search history or demographic information. The minimum bid coefficient range is 1-500, and the maximum bid coefficient range is: 2-500.

▲Three necessary conditions for entering the second stage

1. Data verification: Confirm that the returned data and OCPC report data are within the error range (≤10%), and click "Data Verification" on the one-stop promotion platform.

2. Reaching the threshold: The number of conversions at the second-order threshold.

3. Reasonable cost setting: Under the target conversion cost model, CPA needs to be set according to the recommended value, and the CPA setting should not be lower than 80% of the recommended value. If it is lower, it will not be able to enter the second stage.

▲About zero threshold

(1) Industry scope: Currently, the zero threshold is only open to six major industries: education, finance, medical beauty, investment and franchising, real estate, and tourism. You can skip the first level and enter the second level with zero threshold.

(2) Scope of effectiveness: ECPC zero threshold applies to accounts with significant differences in business and costs; OCPC zero threshold applies to accounts with similar business and costs.

(3) Conversion volume requirements: ECPC zero threshold requires a cumulative total of >5 within 7 days; OCPC zero threshold requires a cumulative total of ≥15 within 7 days.

(4) Learning period: usually 7 days. During the learning period, we explore and learn the conversion features. After the learning period, we will resume normal delivery.

(5) Operation method: Select "Yes" to skip the first stage of data accumulation and directly enter the second stage of OCPC.

(6) Recommendation: If the conversion volume is sufficient (cumulative conversions > 15 in 7 days), the average daily budget is > 500, the consumption is > 300, and the clicks are > 30, choose the OCPC model + 0 threshold; for other types, choose the ECPC model + 0 threshold.

(7) Actual test: Several colleagues and I have tested it and the effect is not good. Although we cannot see the click price, the average price is indeed scary. Welcome friends who have done well to share experiences.

4. Automatic orientation

Method: Expansion mode and breakthrough orientation (not yet launched)

Effective stage: OCPC Phase II takes effect

Identification: You can view the "Segmentation Trigger Type" in the search term report, and the search term traffic with the trigger type of "Smart Matching-oCPC".

Principle: Expansion mode

(1) Breakthrough keyword matching mode, expand to intelligent matching under the condition of ensuring CPA, and explore the intention groups related to customers;

(2) Break through the limitations of purchasing keywords and directly explore the industry groups related to the client's business while ensuring CPA;

Conservative expansion: Based on the relevance between the keywords you place and user searches, explore potential users with high conversion expectations and use smart matching strategies to bring you limited new conversions.

Balanced expansion: Based on your delivery intention, balance keyword relevance and conversion volume goals, and use smart matching strategies to enable you to obtain more significant new conversions.

Actively expand the volume: Use intelligent strategies to explore people with high conversion expectations, actively obtain more advertising exposure opportunities in the Baidu search advertising network, and maximize the conversion volume you obtain.

▲The relationship between OCPC and new matching

OCPC expansion = smart matching + OCPC new trigger

1. In OCPC mode, the keyword matching mode will be automatically expanded to "smart matching" mode.

2. On this basis, OCPC will further explore and expand new industry traffic related to business and conversion goals (OCPC new triggers).

3. The overall OCPC expansion is carried out gradually while ensuring costs.

5. Intelligent word addition

Definition: It is to recommend and add high-conversion keywords to advertisers.

Status: Pause status, need to be actively started.

Frequency: Increase once every 3 days.

Actual measurement: After it was turned on, consumption became faster, but conversion was not proportional to consumption. If you find good results, please send us a private message.

6. Scope of effectiveness

You can choose either the account level or the plan level.

Optimization

1. Phase 1

(1) Start paying attention to OCPC reports and track daily conversion data;

Review the data and check whether the number of conversions reflected in the data table every day is consistent with your own business statistics.

(2) At this stage, the model will use the learned data to understand the traffic demand, so the account can be adjusted to an acceptable stable state, and then the model will be given a few days to learn.

(3) The CPC of the first stage is still in effect, but the model will determine the length of the first stage based on the learning effect, so do not make frequent and drastic adjustments, otherwise the time of the first stage will be prolonged.

2. Early stage of the second phase

(1) The model starts to optimize account traffic based on the data from the first phase. We also need to shift our focus from the click price of hundreds or thousands of keywords to the average conversion cost of the account over a period of time, and gradually put more effort into measuring ROI.

(2) In the past few days, 50% of the random traffic was still in CPC mode, which was used to compare the differences between OCPC and CPC in real time and make optimizations for the model.

This stage of the process will only last for a few days. Try not to adjust the account so that the model can accurately grasp the account's traffic demand and conversion costs.

(3) There is still 50% random CPC traffic in the past few days, so bidding and matching are still effective, but try not to operate the account, otherwise the model will not be able to stably judge the difference.

3. The second phase of expansion

(1) After understanding the needs of the account, the model will spend a few days to help the account expand while stabilizing the conversion cost. Pay more attention to the account's situation to see whether the increased conversion volume is consistent with your business needs.

Some account adjustments can be made at this stage, but the extent of the adjustments should be minimized.

(2) CPC bidding and matching are no longer effective. Do not adjust the bid, otherwise it will interfere with the effectiveness of the model; pay less attention to matching methods and click costs, and focus more on calculating conversion costs.

4. The second stage: stable period

(1) Express your demand for traffic more by adjusting the CPA level, and give more feedback and expression to the conversion quantity and quality in CPA. Pay attention to consumption and conversion. It is recommended that the adjustment range should be around 10% each time.

(2) The model effect has stabilized. You can optimize the creative and landing pages of the advertisements according to your own account needs to increase CTR and CVR, or create new plans and add new words to further expand traffic.

Problem

First level

Q1: The first-order situation has low traffic and unstable costs. Is it due to oCPC?

A: No, oCPC is not effective in the first phase. Therefore, traffic and cost are not the problems of oCPC

Q2: What suggestions are there in the early stages of using oCPC?

(1) When using oCPC, try not to make major changes to the campaign (such as adding or deleting a large number of keywords, modifying creatives and landing pages, etc.)

(2) It is recommended to extend the observation time as much as possible and evaluate the overall effect

(3) The first three days before the second-stage launch are the model learning period, and human interference should be minimized as much as possible: lowering CPA, adding or deleting words, etc.

Q3: If I have the CPA value recommended by the system, does it mean that I can advance to the second level?

A: The recommended CPA is just a value and does not mean you can advance to the second level.

Three conditions for advancing to the second stage: data verification + conversion number reaches the threshold + CPA is set to no less than 80% of the recommended value

Q4: Is the oCPC delivery threshold calculated based on the plan or delivery package?

A: Drop package.

Q5: How to set oCPC cost?

A: Before entering the second stage, the cost setting cannot be lower than 80% of the recommended value. After entering the second stage, the cost can be set as needed, but pay attention to the relationship between traffic and cost. It is recommended to adjust the range by 10% each time, and the frequency is adjusted on a daily basis. Setting it to 0 will exit the second stage.

Q6: What should I do if I am not satisfied with the system recommended values?

A: The system recommended value in the first-order state is the delivery cost under CPC delivery. It is recommended to adopt it or set a higher CPA based on your actual affordable cost. Remember that it cannot be lower than 80% of the recommended value.

Q7: Is it necessary to delete the package if the corresponding account binding consultation tool is not in use?

A: No, it is not necessary. Simply add conversion tracking and authorization.

Q8: If the delivery packages in an account are effective at the account level and plan level respectively, how are the data in the corresponding delivery packages counted?

A: Under the same traffic conditions, a plan can only exist in one delivery package; the plan binding type absolutely takes precedence over the account binding type.

Second order

Q1: Which directional settings are effective in the second-order state? Which ones are invalid?

(1) oCPC: Targeting settings – effective;

Bid modifiers – None have any effect. Including: region, time, equipment, crowd, etc.

(2) eCPC: Targeting settings – effective;

Bid coefficient – Only time period, region, device coefficient and ecpc population settings are effective; others are not effective.

(3) General situation:

Matching mode – oCPC mode uses intelligent model optimization. When automatic targeting is turned on, more traffic will be received; when it is turned off, no recommendation will be made.

Negative word – Both short and exact negation will work.

Q2: Can I adjust keyword bids after entering the second stage?

A: oCPC is a smart bid and there is no need to adjust it. Under eCPC, keyword bids can be adjusted normally, and the ratio between click bid and premium coefficient needs to be coordinated.

Q3: Under the eCPC model, why must the maximum premium coefficient be greater than 2?

A: The larger the bidding range of the system, the more competitive the eCPC model is for high-conversion traffic.

Q4: Traffic is unstable during holidays, which affects the model. How can we optimize it?

A: You can apply to exclude data during holidays so that the model will not learn.

Application rules: Before 18:00 on working days, you can communicate with customer service to help send an email to resolve the issue.

Application fields: account ID, account name, industry, application function name, application auxiliary information, and application reason.

Q5: After the oCPC full-account delivery package enters the second level, will the newly added plans also enter the second level?

A: It will enter automatically, but you need to comprehensively look at the impact of the new plan on the overall traffic acquisition of the delivery package (such as consumption ratio, material ratio)

Q6: If the customer deletes the oCPC delivery package, will the second phase of oCPC delivery be terminated immediately? :

A: Yes, after deleting the package, you will be downgraded and accumulate again; if you do not want to delete it and just want to convert to CPC, you can check to stay in the first level and continue to accumulate data.

The above is some knowledge about OCPC that I shared with you today. I hope it will help you better understand and master OCPC. There may still be some shortcomings, and friends are welcome to come and discuss.

Author: Yi Han

Source: Bidding Tips