Baidu search promotion OCPC daily optimization guide (Part 2)

Recently, many students have been asking questions about OCPC optimization. Today, I have summarized 12 common questions based on my personal experience for your reference.

Reference: Baidu search promotion ocpc daily optimization guide (I)

1. Should the entire account use one delivery package or divided packages?

I think it mainly depends on the overall structure of the account. If the overall structure of the account is relatively large, and the types of projects included are relatively large, and the business differences are relatively large, it is better to distribute the delivery in separate packages. On the one hand, you can control the costs of different projects, and on the other hand, you can optimize a certain project more specifically during optimization. If they are all in one delivery package, the optimization will be more complicated and may even directly affect the conversion of the entire account.

2. Is OCPC suitable for new users?

Not suitable. Because OCPC needs to accumulate a certain amount of data to recommend a model suitable for the account and then achieve conversion. New users do not have accumulated data, and if they go directly to OCPC, they may not be able to consume, or they may consume quickly but have poor conversion rates.

I have personally tested that it takes at least half a month for a new household to set up an OCPC delivery package. At present, the cost and efficiency of my household's project are acceptable, and it is in a stable state overall.

3. Does the account structure have a big impact on OCPC?

Account structure refers to the subdivision of account structure, which can be roughly divided into the following situations:

①Accounts are divided into plans according to projects, and unused parts of speech under the plan are divided into different units.

②Accounts are divided into plans according to projects, but the same project may have multiple plans. This is because a project is planned according to different parts of speech and customer intention stages, and each plan is divided into units according to the different parts of speech belonging to different stages.

③Accounts are divided into plans according to projects, but there are many units under each plan, and the part of speech of each unit is very complex.

In fact, for the above three situations, if OCPC is used for all of them, there may not be much impact, because the matching mode of OCPC is smart matching and OCPC new trigger, so whether it is subdivided or not, the accuracy of OCPC matching is basically the same.

The biggest difference is in analysis and optimization:

① If the account is not segmented, adjustments may be required when the conversion cost of a certain type of keyword is high. However, such keywords exist in multiple plans or units. In this case, the adjustment will involve many plans, which can be said to be a domino effect. For segmented accounts, the problematic keywords may be directly mapped to the keywords of all categories of a unit in a certain plan, making the adjustments more targeted.

② When collecting and analyzing statistical data; account segmentation, when collecting statistical data, the consumption and conversion status of each project and each stage of each project (i.e. each unit) are clear at a glance, collecting, organizing and analyzing data is faster, and adjustments are more targeted.

4. Will adjusting the creativity have an impact on OCPC?

From my personal experience, yes it will have an impact. Because in our medical beauty industry, adjustments to creativity are relatively frequent, so it is recommended to follow the principle of "small amounts and multiple times" when adjusting creativity, and strive to minimize the impact on OCPC.

5. Will adjusting the landing page have an impact on OCPC?

It will also have a certain impact, and the recommendation is still "small amounts and multiple times".

6. Are all accounts suitable for running OCPC?

As of now, if the budget allows, it is better to run OCPC for the following reasons:

① Since OCPC was first released, Baidu has been leaning towards OCPC for traffic, so in principle, using OCPC can obtain more traffic.

② Regarding premium (ECPC), I have also used ECPC for a long time, and the conversion rate is still slightly inferior to OCPC. The current situation of ECPC is that consumption is normal, and the search term matching is relatively accurate, but the conversion volume is relatively small. Although ECPC is semi-managed and there is still room for human manipulation of bidding, time period, region and other coefficients, there is still another half of the factors that we cannot control. It is not uncommon for the click price to be several times higher than usual.

③Regarding CPC, the current CPC situation is that consumption can definitely be achieved, and the words that come in are relatively accurate, but there is no dialogue, which is very troublesome. Therefore, the current CPC can only be used as a means to increase the volume.

7. There are many types of OCPC now, how to choose?

The current OCPC has data accumulation to advance to the second level, low threshold to advance to the second level, and then zero threshold to advance to the second level.

① If your conversion volume can reach the second stage of data accumulation, it is best to accumulate and enter. Of course, the premise is that the CPC before entering the second stage should be better, so that the conversion can be more stable after entering the second stage.

② As for the 0 threshold, I am using it now. It requires a learning period of about one week, which is actually a stage of accumulating data models. During this period, you can learn and judge the traffic required by the account, and then build the model. This is a good choice for some projects whose conversion volume is not enough to accumulate data into the second stage. I personally have adopted a zero-threshold delivery method for different projects in different institutes, and the effect has been greatly improved compared to before.

③I have not tried low-threshold advertising. I will share my experience with you when I have it.

8. What should I do if the cost per click is very high after entering the second level?

① After using OCPC, the priority should be the conversion volume and conversion cost of this delivery package, and don’t pay too much attention to the unit price of the keywords.

②If the word is indeed abnormally high, it needs to be adjusted. First, check whether the consumption and conversion of this word in the recent period are proportional. If not, consider pausing it for a while. There must be more than one word of this type in the account, so you can try matching other words.

9. OCPC’s conversion cost was reasonable yesterday. What should I do if it suddenly exploded today?

① Personal operations: whether you have any operations that affect the model, such as frequently adjusting the conversion cost; adjusting the conversion cost too much; adding a lot of negative words to the account; deleting or suspending plans, keywords, etc., which are negative operations for OCPC.

② Consumption situation: Compare with the consumption situation of the previous day, check whether the consumption plan, unit, and keywords are abnormal, or click on keywords with higher prices; whether the consumption is concentrated in a certain period of time.

③ Traffic situation: If there is no major change in the account, compare the visitor traffic of Business Link in the previous few days; the account matching search terms; compare the traffic of the same project in other accounts or compare the traffic of different accounts in the same account or different accounts to see whether it has increased or decreased.

10. After opening OCPC, is it really just hosting and I don’t have to worry about it anymore?

① Data analysis: Regardless of whether OCPC is turned on or not, data analysis is always the foundation of bidding. The direction of optimization is both derived from data and acts on data. Although there are many things we cannot control after turning on OCPC, there are still many aspects we can control: account structure; account delivery time period; some plans with higher conversion costs or keyword optimization; and whether OCPC delivery is for the entire account or for each project; how to set the conversion cost, whether to increase or decrease it; in particularly bad situations, should we rebuild the delivery package or try to switch accounts; if the effect of one sentence is not good, should we consider choosing three-sentence consultation, or deep conversion, etc. These are all things we can do proactively after analyzing the conversion data.

② Creativity: In our medical beauty industry, creative updates are relatively frequent, and the activities are different every month. But I always write around one principle, which is to judge the attributes of the people behind the keywords, what stage they are in, and what kind of psychology the users have, so as to write creative ideas for the keywords in the plan or unit in a targeted manner, and then match the corresponding landing pages.

11. Regarding the OCPC negative word?

① Frequency: The frequency of negative words should not be too frequent. I personally organize them once every half a month. Individual cases will be treated differently based on the actual situation of each day, such as whether there are large quantities of negative words, or whether the consumption of individual words has increased suddenly.

② Which words to deny: First, words that are completely irrelevant to the business; second, words that are spam and waste budget; but there is one type of word that should be handled with caution, that is, this type of word seems to be biased, but is actually related to the business. In fact, to put it bluntly, it mainly depends on whether the needs of the people behind the search word are what we want. If not, we can deny it.

③ Use more precise negations, and avoid broad negations if possible: Use more precise negations, and use phrase negations with caution. The scope of phrase negations is relatively large, which may easily result in the negation of some related traffic.

12. Regarding the adjustment of OCPC conversion cost?

① Frequency: If you need to adjust it, it is recommended to adjust it every two hours.

② Range: Whether it is lowering or raising, it is best to be around 10%; it is best to focus on the account's consumption and conversion, and make specific judgments based on the day's traffic, consumption words, and word consumption.

③ Analyze specific problems specifically: OCPC is just a model. It does not always convert stably and there will be fluctuations. If the conversion is not good on a certain day, analyze the data of that day. Do not make frequent or drastic adjustments to the account immediately. Observe the conversion for a day or two. If it is not good, we will intervene and make adjustments.

The above are some common questions about OCPC and some of my personal opinions. I hope it can help some friends. If there are any ambiguities, you are welcome to communicate and correct them.

Author: Bidding Stories

Source: Bidding Tips