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

When Baidu ocpc was first promoted in 2018, not many people used it, but since the second half of 2019, more and more accounts have been using ocpc. ocpc is indeed a good tool for increasing conversion volume. Some accounts have successfully increased conversion volume through ocpc, but for some accounts, the cost increased and the effect was mediocre after using ocpc. Why is that?

In fact, many people start to worry after entering the second stage of ocpc, fearing that they will not be able to spend their money, and that spending their money will have no effect. If the traffic does not increase, OCPC will be meaningless, so we need to release the traffic first.

So what are the specific operations of OCPC’s second-order volume expansion? Let’s continue reading.

We know that all work is based on data, and data has formulas. The solution to the problem of rapid volume expansion is simple, which is to increase clicks. The formula for calculating click volume is: impression volume * click rate.

Therefore, if OCPC wants to increase the volume in the second order, we summarize it into three steps: increase the display volume, improve the click-through rate and increase conversions.

1. Increase the amount of exposure

After entering the second stage, if the traffic is not increasing, there are three ways to increase the display volume: delete negative words, add words and adjust the direction.

01. Delete negative words

If you want to delete negative words, you need to do A/B testing. What is A/B testing?

A/B testing means that when we set up an advertising plan, we create two or more groups of advertising plans. There is only one variable between different advertising plans, and the rest are the same. We conduct small-scale delivery tests to observe the differences in advertising data brought about by different advertising group variables and analyze the impact of this variable on advertising effectiveness.

If your delivery package contains multiple plans, we can take out 3 of them as tests:

The first plan is set to "delete all advertisements" and then observe the data;

The second plan is to delete all negative words related to the product. For example, if our business is "bidding training", the negative words may include "SEO training", but it is recommended not to negate "SEO training" completely. You can only negate "seo", or set "seo training" as an exact negation. Try not to do broad negation;

The third plan does not make adjustments;

After running for a while, compare the display data of the three plans and observe the data changes. If the traffic increases after "deleting all the keywords", it proves that the keyword "no" does affect the display.

02. Add words

There are two methods for adding words: manual adding and intelligent adding.

When do you add words manually? It is recommended that you manually add words during the first phase of OCPC to accumulate data and the second phase of OCPC learning period. Note that you should add words based on conversion effects and data analysis.

It is recommended to turn on smart word addition in the later stage, because if it is not turned on, the life cycle of the plan will be shortened. So when should we turn on smart word addition? You need to observe the display volume. When the display volume increases slowly, you can turn on smart word addition. When the promotion reaches a bottleneck period, you can also turn on "active expansion" to obtain more traffic.

03. Directional Operation

Directional operations include adding time periods and adding regions. For example, if you only advertised during the day before, now you can advertise 24 hours a day, which can also increase exposure (if you are worried that there will be no customer service at night, you can use the conversion method of form messages).

2. Improve click-through rate

Click-through rate is actually a data that is often overlooked. If you want to increase the click-through rate, you need to increase your bid and optimize your creative.

01. Increase your bid

When raising the bid, you should pay attention to analyzing whether the current promotion cost is acceptable. If it is acceptable, you should appropriately increase the OCPC bid and the average click price of keywords.

02. Optimize creative

Creative optimization is an important operation to improve click-through rate. Sometimes, it seems to be just a subtle difference, but it determines the direction of different traffic.

3. Increase conversions

01. Relax the conversion types

Relax the conversion type, for example, change the conversion target from 3 sentences of conversation to 1 sentence of conversation. Although the accuracy rate will decrease, it can bring more conversions.

02. Optimize the page

When optimizing a page, you should note that you have already reached the second stage of OCPC, so do not adjust plans with good results. Select several plans with relatively low conversion rates and optimize and adjust them.

Author: Pei Jia

Source: Houchang College ( semlianmeng ）