We are both doing ocpc, why is yours not producing enough volume and has no effect?

Optimizing oCPC is a challenge that must be faced on the road to smart advertising and is likely to be faced in the long run. In particular, the products and technologies of various platforms are far from mature, with rapid functional updates and frequent changes. If marketers cannot deeply understand the optimization logic behind them, they will not be able to grasp the value and limits of "human operations" and it will be difficult to make relatively good decisions in a market with so many uncertainties.

1. Why does Ocpc say it no longer focuses on bidding and matching?

After Ocpc is turned on, it is strongly recommended to only look at conversions and conversion costs, and the rest do not need to be focused on. It is not recommended to perform too many operations, including bidding, matching, and negative words.

The rules of ocpc are to help you cover more accurate users. However, people's thinking and behavior are complex and diverse. In their search thinking, the seemingly unrelated words are actually connected. So when seemingly irrelevant words appear in ocpc, we need to consider the intentions of the people behind these data, and whether these clicks and consumption are very high and frequent, and then decide whether to use large quantities or frequent negative words!

If we still use the CPC mindset to over-operate on OCPC, the OCPC traffic may become less and less, and the decline period will come faster. This is also one of the reasons for the biggest dilemma of ocpc.

Let's take a very simple example:

Suppose a customer provides domestic express delivery services, only doing express delivery (high profit) and not logistics (low profit). The keyword settings are mainly express delivery, and negative words for logistics are basically used. But after turning on ocpc, I found that there were many logistics-related search terms. Is it okay to choose negative terms at this time? I personally do not recommend it, as this involves the thinking problems of two groups of people.

Customer thinking: Express delivery and logistics are similar, the only difference is the length of time or distance, so the methods are different. (But the items being transported must meet the advertiser’s business needs)

Advertiser’s thinking: We only do express delivery and not logistics, so many aspects of our business are irrelevant and we don’t even have the policies and certificates, so these words are not needed for promotion.

Under normal circumstances, if advertisers understand and implement CPC in this way, it is correct. However, for OCPC, this is to follow the search habits of the customer base, so OCPC belongs to intelligent delivery. After all, people's thinking and behavior are complex and diverse, and express delivery and logistics are similar in their search thinking.

So when seemingly irrelevant words appear in ocpc, we need to consider the intentions of the people behind these data, and whether these clicks and consumption are very high and frequent, and then decide whether to use large quantities or frequent negative words! If we still use the CPC mindset to over-operate on OCPC, the OCPC traffic may become less and less, and the decline period will come faster. This is also one of the reasons for the biggest dilemma of ocpc.

Thinking from the concept of traffic coverage, for the traffic rules of ocpc, we can consider establishing three types of people, core conversion words, high-intent words, and potential words to carry out more and more accurate crowd locking (first order) to coverage (second order). In theory, the three can complement each other to make the effect more obvious, and even better delay the arrival of the decline period. Students who have the conditions can test it. It is recommended to execute it when the account is clearly and carefully set up.

2. Does Ocpc have a decline period? How to judge? How to optimize?

There are many people asking about this question, so here is a unified answer:

Judgment and analysis of the decline period:

① In terms of effect, the number of consultations has decreased or even decreased to zero.

② From the budget point of view, the money cannot be spent, and the money spent will have low conversion or even zero conversion.

③ The accumulation and collection of conversion sources is insufficient. The daily conversion data of ocpc may be very limited. It is also possible that these conversions are only the temporary needs of a part of the population. If there is no way to effectively expand these conversions. The decline period may not only be caused by budget issues, but may even be caused by insufficient population coverage and poor conversion effects.

Optimization suggestions:

① Optimization suggestions for cost setting and budget.

If the CPA is set too high, even close to the planned or account budget, a superficial calculation will show that the number of conversions can only be very small. After a long time, the system may not be able to match more traffic to the account. The effect will only gradually get worse. Therefore, after ocpc is turned on, the budget should be gradually increased within an acceptable range based on the results. CPA is gradually adjusted to a reasonable value.

②Optimization suggestions for conversion paths.

For medium to large websites with rich website functions, different conversion costs should be set for different buttons according to different needs. The deeper the button, the higher the conversion cost can be set.

Through routine data collection and statistics, calculate several major costs: consulting cost, intention cost, and transaction cost, and then start setting up ocpc optimization. If you think the system recommendation value is too high, it is recommended to add a reasonable budget, position the button to a deeper conversion type, and maximize the number of conversions.

③Optimization suggestions at the basic level.

Whether the second-order effect is good or not, it is not only necessary to have a budget, but also necessary that the account or plan has a relatively complete structure and flow configuration (materials) in the first order. If the account has reached a stable or good state under the cpc mode, it will be more advantageous to enter the second stage, and the decline period can be better buffered or weakened.

3. When Ocpc is in the second stage, a new binding plan needs to be added. Should I choose to create a new delivery package or directly add it to the old delivery package?

This depends on the actual situation. New plans should be added to the old packages, and the new plans should have clear structures and stable conversion effects.

Because the newly bound plan goes directly to the second stage without going through the first-stage accumulation and model learning, which is equivalent to jumping to the second stage with a zero threshold, the test for the new plan is extremely high. It is very likely that the previously learned model data is not applicable to the new binding plan. It may also cause the new binding plan to conflict with the original data model, resulting in increased traffic but decreased quality, and increased consumption but decreased conversions.

In short, remember: adding any plan to the second-order delivery package will definitely have an impact on traffic for a period of time. The size of the impact depends on the quality of the new plans and their fit with the delivery package model.

Therefore, if the newly added plan is purely for traffic diversion, it is basically long-tail words and traffic diversion words. Adding the old package will affect the accuracy and quality of the traffic. It is recommended to use a new delivery package starting from the first level. Just name and distinguish them according to the traffic level.

If you have enough confidence in the newly bound plan through historical data analysis and effect analysis, and believe that the unsatisfactory effect is temporary and will get better after a period of optimization, you can directly add the new plan that needs to be bound to the old package. This requires a comprehensive analysis of the planning data and a deeper understanding before execution.

4. When using Ocpc or Ecpc, how should the crowd settings be used more reasonably?

The picture can be enlarged

According to Baidu's official information, it is clearly stated that the crowd setting is not effective in the second level of ocpc, and can be used in the ecpc mode.

This involves a very important point. If you have built your own website and have used crowd settings or even the Stargazing Disk before ocpc, you must calculate the proportion of crowd-oriented consumption in your account before starting ocpc. You can query by exporting data through Baidu Statistics and filtering the tags in the following figure: (If there are other query methods, use the most convenient one)

It is the full spelling of the crowd "renqun" followed by (when there are many crowd setting items, more accurate corresponding crowd data can be obtained by filtering by adding the crowd number id). Whether it is optimization or traffic support, the attributes are the same, so it is necessary to calculate the proportion of consumption from the crowd targeting in the total consumption.

If the proportion is too high and the crowd targeting becomes ineffective when entering the second stage of ocpc, it will most likely affect the subsequent effects. This is one of the reasons why some people's second-stage ocpc effects are unstable, fail to increase in volume, and even enter the decline stage very early.

If you use ecpc, you can use the population settings allowed by the system for promotion, but the overall traffic and effect of ecpc are not as good as ocpc . However, ecpc also has obvious advantages: high operability, so you still have to make judgments and choices based on the overall traffic and effect of the account.

At the first stage, we should pay attention to the targeted consumption of the crowd. If we want to ensure better results, it is recommended that when creating a new plan, we can consider reducing or canceling the coefficient of the targeted package of the crowd. Let the plan run for a period of time to accumulate data before conducting the ocpc test, and try to ensure that the second-order data modeling has enough stamina.

Students who do not use the new plan should pay attention to the fact that many coefficient settings will become invalid after the second order of the account. Therefore, before the account is ready to use ocpc, it is best to check whether the settings of various coefficients in the account are too high, so as to avoid the invalidation of the coefficients after the second order affecting the overall second order traffic and effect.

5. Is there any optimization operation guide for Ocpc?

For optimizers using ocpc, you can refer to the account operation guide provided by Baidu officially (2020.6).

6. After the second stage of Ocpce, the effect is not ideal and it is suspended. I want to restart it later. Will there be any impact?

Many people have asked about this question, so I will give a unified answer here.

This involves a question of first-order planning and second-order effects.

It is an indisputable fact that when the second stage is suspended for whatever reason, the traffic has been affected.

Regardless of whether the second-level promotion is suspended due to business adjustments or poor results, you must accept traffic changes for a period of time, including but not limited to reduced traffic, high traffic, high costs and other issues. After the pause, the accumulated historical data and effects will be affected or even cleared; if it is restarted, it will also be limited by the previous model and may take longer to recover.

Second-stage package delivery strategy recommendations:

1. The first-order planning is good, the first-order data is normal and reasonable, and the estimated coverage population is sufficient to improve the second-order effect.

2. If you have enough budget, start the original second-order delivery package to test the effect. If it is not suitable, re-establish a new package for promotion.

3. If the suspension time is not long and the optimization and adjustment of the plan included in the delivery package have been completed, you can consider restarting the second stage.

4. As shown in the figure above, operate the delivery package according to different effects and different needs.

Author: Jiuzhilan

Source: Jiuzhilan Marketing