OCPC promotion effect is poor? You need to know 7 bidding methods of OCPC

Baidu search ocpc bidding is the current mainstream bidding. ocpc is a double-edged sword. If used well, the effect will be very good, but if used poorly, it will cause some unnecessary waste. As an optimizer, whether you agree with ocpc or not, it has gradually become the mainstream of the industry. In the face of major trends, what we should do is study it, practice it, and find a method that is more suitable for our own account.

How should ocpc be invested? What are the tips? We know that the core of ocpc delivery lies in the conversion cost, which is called conversion bid in the delivery stage. By grasping the conversion bid, you can better optimize the results. Below, I will explain in detail the 7 bidding methods of the current big search OCPC.

Previously, our main bidding method was CPC. The advantage of CPC is that it is easy to control, but difficult to expand. ocpc solves the problem of difficulty in expanding traffic. It uses big data of the crowd and AI to expand traffic and introduce precise traffic. In cpc bidding, the core is the average price, while the core of ocpc bidding is the conversion cost. This must be made clear first. Let’s talk about it in detail below.

In detail, ocpc is now divided into ocpc and ecpc (click coefficient control), with a total of 5 bidding forms + 2 deep optimization biddings, a total of 7 ways to play.

7 bidding formats

Type 1 Bid:

ocpc conversion bid: The threshold requirement for this bid is that the data must reach 10 pieces per day for 3 consecutive days. It is suitable for accounts that run ocpc for a long time, have a large budget, and are large in scale. Because you already have the data and know the approximate cost range of the delivery package, you can directly set the conversion bidding method and give a price. This model is suitable for customers who have sufficient conversion data, have fewer account operation needs, and are concerned about conversion costs.

Second bid:

ocpc based on data accumulation: it refers to the bid based on the data accumulation stage. It is suitable for accounts that have been running cpc for a long time and are now running ocpc for the first time. Its threshold is the same as that of conversion bidding, which means you can enter the second stage if you reach 10 pieces of data per day for three consecutive days.

The third bid:

ocpc low threshold bidding: suitable for accounts with small scale but decent budget. The threshold is 20 posts a week to enter the second level (the threshold number can be seen in the background). For smaller quantities, you can use a low threshold first. If you reach it ahead of time, you can enter the second stage in advance. In addition, the low-threshold data will fluctuate greatly, so it is recommended to use weeks as the analysis unit.

The fourth bid:

ecpc: The professional name is click-through bid coefficient control, which is called ecpc in the industry and can be understood as an advanced version of cpc. Its latest threshold is to reach 20 posts a week to enter the second level. It is suitable for small accounts with smaller budgets.

The ecpc bidding will have larger fluctuations and can be operated more frequently. It can be understood as a semi-hosted system where more manual operations are possible.

The fifth bid:

0 threshold, its advantage is that it can enter the second level fastest.

It is suitable for accounts with a long history of ocpc data accumulation and a larger budget, but not suitable for new accounts. Because the zero threshold also has a data collection process. If the budget is small, it also means that there is less data basis that can be provided. Large budget accounts have more data, which can support the modeling system to quickly model, so the zero threshold is more suitable for large budget accounts or industries, such as medical and education. The requirement for the 0 threshold is greater than or equal to 20 items in 14 days, and the requirement for ecpc is greater than 5 items in 7 days, which is relatively low. Therefore, adjustments can also be made according to the low threshold of ocpc.

Note: It is not recommended to try the 0 threshold in small-budget industries or for new households.

The sixth bid:

Automatic optimization threshold: It is the latest in-depth optimization launched by Baidu so far. The automatic optimization threshold is greater than 5 per week, which is a very low threshold. It is an advanced version of ocpc. The so-called automatic optimization is more about the system adjusting. Suitable for accounts that run better in the second stage of ocpc.

The seventh bid:

Double bidding threshold. The threshold for double bidding is 5 bids per day for 7 consecutive days, which can realize intelligent double bidding. After the system explores a better price, it will adjust the price intelligently to reduce costs.

How to bid on ocpc?

1. According to the magnitude

The so-called scale refers to the number of consultations, forms, fans added, etc. If your industry is large in scale (more than 10 items per day), it will be faster to advance to the second stage. I suggest you focus on the routine methods of ocpc (conversion bidding and data accumulation). In this way, the modeling can be advanced to the second order quickly.

If the scale is small, it is recommended to choose ocpc low threshold or ecpc. If you want more control, choose ecpc. If you don’t want to make frequent adjustments, choose ocpc with a low threshold.

For unstable accounts with a volume ranging between 5 and 13, it is generally better to choose ocpc with a low threshold.

2. According to the budget

It is difficult to set a standard for accounts, such as how much budget is a large account and how much budget is a small account. It is assumed here that a budget standard is given. An account with an amount above 5,000 is a large account, an account with an amount between 2,000 and 5,000 is a medium account, an account with an amount between 1,000 and 2,000 is a general account, and an account with an amount below 1,000 is a small account.

The above is an assumption (everyone has a different understanding of account budget), so as a general rule, we can do this:

For large and medium accounts, if you have been running ocpc for a long time, then you must choose ocpc conversion bidding. If you are new to ocpc, it is recommended that you choose ocpc data accumulation first.

For general accounts, if your volume is large enough and can reach 10 items per day, then choose ocpc's regular method - conversion bidding and data accumulation. If your scale is not large enough, it is recommended to choose a low threshold first.

Small accounts: There are more choices for small accounts, including ocpc low threshold, ecpc, and 0 threshold. The principle of small households has been mentioned above. ocpc has a low threshold and tends to be adjusted infrequently; ecpc tends to be adjusted frequently; the 0 threshold is suitable for those who have invested in ocpc and want to enter the second stage in the shortest time, but it is not suitable for new households or households with a budget of less than 300 yuan.

3. According to the strength of account operation

The so-called account operation intensity refers to the frequency of account operations. In terms of frequency, ecpc>low threshold>0 threshold>ocpc regular. This mainly depends on the account performance, industry conditions and the optimizer's own operating habits.

4. Dual-household positioning strategy

Generally, companies will have multiple Baidu accounts. If multiple Baidu accounts want to deploy ocpc, they must have clear positioning.

The first type: household a’s ocpc + household b’s ocpc. If both accounts invest in OCPC, I suggest that the two accounts have a clear division in account structure. For household a, the plan can be divided according to parts of speech, the more detailed the better. For Account B, the plan can be divided by business, and it is better to divide it more clearly. In this way, the delivery package of household A is bound to the part-of-speech plan, and the delivery package of household B is bound to the business plan.

The second type: Household A’s regular ocpc + Household B’s low threshold/ecpc/0 threshold. With this positioning, household A will set a larger budget and promote the regular ocpc, while household B will push the lower threshold/ecpc/0 threshold and set a smaller budget.

The third type: ocpc+ecpc of household a+cpc of household b. Ocpc, ecpc and cpc can exist together in one account. However, if they coexist, the traffic will be more complicated and difficult to manage. User A can use smart bidding, and user B can use traditional CPC. One is a main customer acquisition, the other is an incremental supplement.

ocpc bid adjustment

1. First-order adjustment

The first order is actually CPC, and a larger adjustment will not have much impact. You can bid, match, change pages, change creatives, etc. At the first stage, we must focus on improving the accuracy of traffic and optimizing the quality of conversations, so that your modeling data is good and the quality of conversations after entering the second stage can be high. If the quality of your first-order dialogue is average, then even if you move to the second order and have a lot of dialogue, the effect may not be very good because there is a problem with the modeling.

2. Second-order adjustment

Don’t change your bid too frequently. Do not change the price during the first three days of entering the second stage. If it is really rising, it can be reduced by 5%. If it is stable, no adjustments are needed.

For adjustments after three days, it is recommended to make adjustments every 2-3 days, with each adjustment being 5%-10%. The number of adjustments within 1 day is less than or equal to 2 times. Of course, this is just a reference. The specific adjustment method varies from account to account.

3. How to adjust the price after instability

When the account is stable for two to three consecutive days, the price will not be adjusted. When the conversion effect is poor, you can lower the price a little. If the account is good for a few days and then suddenly becomes bad, you can increase the price a little to see if it will get better. If it doesn’t work after adding more, lower it back;

When the conversion is reasonable but the quantity is small, you can add a little conversion price to the delivery package with low conversion cost. When the account cannot be used up, you can add a little bit of price. When conversions are stable for a week, you can lower prices a bit to reduce costs;

The above adjustment method requires specific analysis for specific problems.

4. Other situations

In terms of consultation conversion, the bid for leaving a lead conversion is generally higher than three sentences and higher than one sentence. The price of the new bag can be slightly higher than the original bag . The price of the ocpc delivery package can be slightly higher than that of the ecpc delivery package. Focusing on customer quality, the price of a good quality bag can be a little higher than that of a general conversation bag.

The above is a detailed explanation of the 7 bidding logics and gameplay of Baidu search promotion ocpc. I hope it can help you. These summaries are mostly practical experiences and are quite targeted.

The essence of bid improvement lies in practice. No matter how much you read, it will be difficult to improve if you don’t use it, so you must really read and practice carefully. I hope everyone can gain something from it.

Author: Mubibai

Source: Jiuzhilan Network Marketing

Related reading:

How to increase the volume of the second-level bidding ocpc? Master 3 directions

5 Problems and Solutions for OCPC Promotion!