Baidu search promotion ocpc daily optimization guide

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 volume. Some accounts have successfully increased conversions through ocpc, but for some accounts, the cost increased and the effect was mediocre after using ocpc. So why is that?

Today we have summarized the " Baidu Search Promotion OCPC Daily Optimization Guide", let's take a look~

Word optimization

Scene 1—Adding words

Q: What kind of words should I add, how often should I add them, and how many words should I add each time to ensure that the account has sufficient volume and does not fluctuate?

A: The operation of adding words will inevitably bring fluctuations to the account. The fluctuation range of the delivery package is positively correlated with the number of added words. Specific suggestions are as follows:

01. Conventional word addition operation

Each addition should not exceed 20% of the total number of keywords in the delivery package, and it is recommended to observe for two days after the addition is completed. When the delivery package is stable, proceed to the next operation.

02. There is a large demand for adding words in a short period of time

① It is recommended to create a new delivery package and add all keywords at once;

② Use 0 threshold + set a low CPA for rapid advancement;

③ After stabilization for 2-3 days, add these words to the original delivery package.

Scene 2—Word deletion

Q: What kind of words should be deleted? How many words should I delete and how often should I delete them to minimize the fluctuation?

01. No keywords displayed within 30 days: You can delete them without causing fluctuations in results;

02. When a keyword has been clicked for nearly 500 times but has not generated any conversions: it can be deleted appropriately, resulting in a fluctuation probability of 0.3%;

03. Except for the above two situations: It is not recommended to delete a large number of words, as it may cause accidental injuries. It is recommended to observe for two days after the operation and decide on the next step after it stabilizes.

Scene 3 - Negative Words

Q: How often should I deny words and how many words should I deny each time? What should I do if I have to deny the word in real time?

01. There are a small number of irrelevant keywords: You can adjust them through precise negation. If the corresponding keywords have nearly 300 clicks and no conversions, you can negate them;

02. There are a large number of irrelevant keywords: You need to check whether the targeting settings are reasonable. You can improve the relevance by optimizing the targeting.

Note: If you need to negate words on a daily basis/at a high frequency, you need to reduce the use of phrase negation, which will greatly affect the delivery effect; and high-frequency negation will inevitably cause account fluctuations. After a large number of negative word operations, it is recommended to observe for two days and decide on the next operation after the delivery package effect is stable.

Creative Optimization

Scenario 1—Creative addition, creative optimization, creative replacement, creative deletion

Q: Creative additions: How should I set the creativity and style?

Creative optimization: How often should creatives be revised and by how much should they be revised each time?

Creative replacement: Should I replace the creatives by replacing the entire plan, replacing a small number of plans, or creating a new package to avoid fluctuations?

Creative deletion: What kind of ideas should be deleted? How often should creative ideas be deleted and how much should be deleted each time?

There is no limit on the number of creative modifications you can make, so it is recommended that you perform batch operations. However, after modifying the creative, you need to focus on ctr and changes to make the next adjustment.

Note: Modifying the creative will not directly affect the estimated conversion rate of the model, so it will not cause drastic fluctuations in the model, but you still need to pay attention to changes in CTR (click-through rate).

If the CTR (click-through rate) decreases after 2-3 days of modification, it is recommended to restore the original creative or modify the material again until the CTR indicator improves.

Landing page optimization

Scenario 1—Landing Page Adjustment

Q: Can I modify the content of the landing page? How much can be changed?

For the original landing page, in principle, there is no limit on the content that can be modified. However, if there are major changes to the promotion theme, conversion component location, and layout, it may affect the conversion rate. Therefore, customers are required to closely observe changes in the conversion rate. If the CVR (conversion rate) decreases, the landing page content needs to be readjusted.

Scenario 2—Landing Page Replacement

Q: How often can I replace my landing page? How much can be replaced each time? Should the landing page be replaced based on the plan dimension or the unit dimension?

It is recommended to make modifications in small batches and multiple times. The first modification of the landing page should not exceed 20% of the planned landing page. After the modification is completed, it is recommended to observe for two days and make subsequent modifications after the CVR (conversion rate) is stable.

Scenario 3—Landing Page Suppression

Q: Regarding the landing page suppression policy, how can I replace the landing page without affecting the model?

You can create a new delivery package to test the new landing page, and replace the landing page after the CVR (conversion rate) of the new page is stable.

Optimization of basic settings

Scenario - Optimization of basic settings such as region, time period, budget, etc.

Q: If I adjust the basic settings in three ways: periodic/regular, periodic/irregular, and irregular/irregular, will it affect the model? What is the magnitude of each adjustment to minimize the impact on the model? What should be done if fluctuations occur after adjustment?

It is recommended to make adjustments according to actual needs, but all adjustments may cause fluctuations, so you need to have psychological expectations before operation.

Note: It is not recommended to control costs by time period, budget, or region. You can control costs by lowering CPA to keep the account online and maintain stable delivery.

Author: Houchang College

Source: Houchang College

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