How to control traffic when OCPC enters the second stage? Master 3 directions and 4 key points

When doing bidding, it is difficult to run CPC, and it is even more difficult to run OCPC!

Either they can’t advance to the second level no matter what, or after finally reaching the second level, all kinds of messy problems pop up again.

For example, if consumption has not increased, conversion costs have increased suddenly, conversion rates have decreased, etc., how should this be solved? Let’s continue reading.

1. Overall consumption has not changed much

When we run OCPC, we may not do too much data analysis, but if you find that consumption has not changed much after careful comparison, you need to compare and display it. There are two situations:

01. There is no significant change in impressions, clicks, and average price

When this happens, you can delete the previous OCPC package, because it is most likely caused by insufficient conversion accumulation data during OCPC first-stage modeling, so you need to accumulate data again, that is, create a new OCPC package, so that the conversion volume will increase when entering the second stage.

02. Increased impressions, decreased click-through rate

The increase in impressions means that matching is already being done. Because when you run OCPC, the conversion cost may be set low, and the system does not dare to raise prices on a large scale, it will match you. After the matching is done, the click-through rate will naturally drop.

The decline in click-through rate is related to creativity. We can use data to refine it to specific plans and units, and find out the direction of expansion by comparing data, such as which words have been added and which matches have been expanded, and then optimize the creativity.

2. As the number of conversions increases, the cost also increases

The number of conversions has increased, for example, it used to be 15 leads per day, but now it is 20 or even 25 leads per day, but the cost has also increased.

For example: when running CPC before, there were 15 leads a day and the conversion cost was 100 yuan. Now running OCPC, the leads have increased to 20 leads a day, but the cost has doubled to 200 yuan.

There are two situations here. If the cost is within an acceptable range, you can operate conservatively, that is, collect revenue in a small range and only set the account's planning level, such as adjusting the promotion period, region and budget.

If the cost is not within an acceptable range, aggressive operations must be taken, which include deleting words & adding words, denying words & deleting denied words. After we counted the conversion effects, we found that the conversion costs of some keywords were very high, so we can delete them directly.

Whether it is CPC or OCPC, you are spending money to buy traffic. Traffic is a commodity. When you hand it over to the system to run, you must set clear rules for it: don’t run junk traffic, I can’t accept the high cost.

3. Increased consumption and unchanged or even declining conversion

This situation is most likely caused by unstable modeling. So how should we model accurately?

01. Capture more accurate conversions

Select deep conversion behavior as the data access method, such as forms. Do not choose shallow conversion behaviors, such as "clicking a button" or "consulting in one sentence." This will make the model more accurate.

02. Business settings are more precise

When creating a plan, you need to select a business and set accurate business for the plan, which will make the system allocate more relevant traffic to the plan.

03. More conversion data

During the data accumulation stage, try to accumulate as much conversion data as possible. The larger the conversion data base, the more accurate it is, and the better the effect of the subsequent intelligent delivery stage.

At present, OCPC is not as smart as we think, and we still need to actively intervene to optimize the direction of the robot. Let us learn about the specific optimization operations below.

1. Add and pause keywords

For example, when the display volume is too low or the conversion cost of individual words is very high and you want to reduce the cost, you can add or delete words, as well as add or delete negative words. These are operations that directly control the display.

Another way to indirectly control the display is to adjust the matching method.

2. Control of delivery in each dimension

The dimensions here refer to time periods, regions, devices, etc. The bid coefficient can guide traffic, and pausing or opening a certain dimension can control the display. For example, we can pause a certain time period, increase or stop certain regions, and so on.

One thing to note is that whether or not the traffic flow is controlled by us, but the amount of traffic flow is controlled by the system.

3. Optimization of creative level

Creative text and style are the core means to control click-through rate, such as text titles and descriptions, style pictures, sub-links, flash ads, telephone numbers, and stores.

If you want to control traffic and get more high-quality traffic, you must treat your creativity carefully and check it carefully.

When manually controlling an account, it is recommended to turn off the "dynamic title" in the background, because our own creativity is written based on visitor needs and product selling points, and the system-generated content may not be better than what you write yourself.

4. Page level optimization

If you want OCPC to last long, you need to continuously add conversion pages so that more keywords can be converted and then you can get more traffic.

Page-level optimization is also a work direction for future bidders. Although OCPC is not as smart as imagined at present, it can still achieve good volume operations and will become more and more perfect in the future.

For example, we predict that in a few years, from the moment you open an account, select the business scope, and then click one button to generate an account, all account structures, plans, units, and keywords will be directly set up. Then you select an OCPC smart delivery, and the account will start running.

Wouldn't all of our bidders be laid off then? However, backend conversions still require manual operation, that is, page-level conversions.

At the end of the article, I want to tell you one thing : the essence of bidding promotion is a numbers game. In the end, all optimization operations should be implemented on quantitative digital indicators, so you must establish a problem-solving mindset.

I believe that everyone still has a lot of doubts about bidding promotion, and no one has ever told you the standard answers to these questions. Your colleagues around you cannot help you solve these problems, and your boss is even less likely to give you an answer.

Author: Pei Jia

Source: Houchang College