4000 words of essence | Teach you how to bid and adjust prices for cpc+ocpc accounts

There are two ways to bid on big searches now. Old style cpc bidding and new style ocpc bidding. In fact, ocPC is not a new way of playing, it is just becoming more and more mainstream and starting to mature. There is actually a big difference between cpc bidding and ocpc bidding. Either bidding can improve the results. The key is to fit your account. How to play with cpc accounts and ocpc accounts? Take a look at the following summary of more than 4,000 words.

cpc bidding

CPC bidding is a traditional way of playing, and its core includes five aspects: keywords, matching mode, bidding, page and negative words. Whether these 5 links can be done well determines the effectiveness of the CPC gameplay.

1. Keywords

The key is not quantity but quality. The keywords of an account must be words that are closely related to the business, with more words with stronger parts of speech and fewer words with weaker parts of speech.

When setting up an account, you must be very clear. Only after you are clear can you optimize the account to the extreme. The plan can be more, the number of words in the unit can be fewer, and one unit should not exceed 200 words. In addition, you need to separate the PC and mobile plans to facilitate the adjustment of the traffic of the two ports.

You can try industry-specific investments. The source of the URL can be searched from the background, or by searching for keywords on the Baidu front end, and the naturally ranked URLs on the first three pages of the search results page can be collected and organized for industry targeted investment.

2. Matching mode

According to the current downward trend in traffic of large search, CPC is not suitable for high-priced narrow matching, but more suitable for low-priced wide matching. Generally speaking, the composition of account matching is 5% precise + 60% phrase + 30% smart core + 5% smart. If it is a small budget account, the proportion of smart core can be higher. Because the traffic is small, you can only relax the matching to bring in more traffic, the average price will also drop, and the conversion rate will be high. The core of CPC is average price and conversion rate. Wider matching is an effective way to reduce the average price.

To optimize the matching mode, you can focus on the display data and download one or two months of data. The words with 0 display or low display should be matched, and the matching of the words with high display can be tightened appropriately.

3. Bid

Under the cpc model, if it is a dual-household strategy, the price for the main household can be higher and the price for the traffic household can be lower.

If there is only one account, then the price will be given according to the part of speech. High-intent words will be priced higher, and traffic words will be priced lower. It is necessary to adjust prices frequently in order to reduce the average price and increase conversion rate.

Bidding + part of speech combined with the average ranking of keywords is also a good method. Good words generally have an average ranking of 2nd or 3rd, and general intention words can rank 3rd or 4th. Focus on the words that are ranked first and last in the average ranking (ranked 4 for mobile and 5 for PC). For the words ranked first, if the part of speech is acceptable, leave them unchanged; if the part of speech is poor, reduce the price. For the word in the last place, if the part of speech is acceptable, the price will be increased; if the part of speech is general, it will not matter.

For mature CPC accounts, the price adjustment range is generally between 10% and 20%.

4. Page

Whether you are investing in an official website or Jimuyu, it is generally best to create multiple pages for parts of speech, and then correspond to different words on different pages, so that the three aspects of word-creativity-page correspond one to one, and the conversion rate will be much higher. A keyword conversion table can be made for words, and a page conversion table can also be made for pages. Pages with high conversion rates should be kept, and pages with low conversion rates should be optimized or deleted and new ones should be added.

According to different business conversions, the pages are divided into consultation pages, form pages, fan-adding pages, etc. You can put targeted pages according to the part of speech, such as putting a form page for evaluation words and a consultation page for consultation words. Outside the page is the conversion component. Conventional methods include: phone calls, consultations, forms, adding fans, text messages, lotteries, coupons, app downloads, etc. The conversion components must be clear and conspicuous to facilitate conversion. The settings for PC and mobile are different, which is also something you need to pay attention to.

5. Negative words

You don’t have to say no every day, but you can’t be too lazy to say no either. Generally, you can review the word once every three or five days.

Every negative word must be archived.

Generally, negative words should be checked once a month, and any errors should be released in a timely manner.

Generally speaking, if negative words are not absolutely necessary, they can be placed in the plan instead of in the unit. Negative word matching and adjustment matching can be carried out together. If the word matching is very broad and the matched search term is very poor, you can first negate and then narrow the matching. This can achieve an optimization.

ocpc bid

One thing to grasp is that the core of CPC bidding is the average price, and the core of OCPC bidding is the conversion cost (or conversion bid). This must be made clear first. Let’s talk about it in detail below.

OCPC is now divided into OCPC and ECPC (click coefficient control), with a total of 5 bidding forms.

The first bid

ocpc conversion bid: The threshold requirement for this bid is 10 results 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.

The 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 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.

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. The previous threshold was 30 posts a week to enter the second level, but I recently searched on Baidu Marketing University and found that the current threshold is 20 posts a week to enter the second level. According to Baidu's latest ocpc document June version, there are now 20 items entering the second level, so everyone should know here that it is not 30 items. It is suitable for small accounts with smaller budgets.

The fifth bid

0 threshold, suitable for accounts with a long accumulation of ocpc data and larger budget, 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 adjustment of the 0 threshold is actually similar to that of ocpc. Its threshold is greater than or equal to 20 items in 14 days, and ecpc is greater than 5 items in 7 days, which is relatively low. Therefore, adjustments can also be made according to the ocpc regular or low threshold.

In addition, I personally haven’t tried whether the 0 threshold is suitable for small accounts, so I can’t give any advice here. You can test it yourself.

Note: It is not recommended to try the 0 threshold in small-budget industries or for new households. If you want to run a 0 threshold, you need to keep a close eye on the consumption, as it may run away at any time or the average price may be very high, so be careful.

Deep Optimization

In addition to the five bidding methods, Baidu has also launched deep optimization, which includes two bidding methods: automatic optimization threshold and double bidding threshold. Automatic optimization is greater than 5 per week, and double bidding is 5 per day for 7 consecutive days. See the figure below for details.

I haven't tried it myself, so I don't know how effective it is. You can test it yourself. Generally, automatic bidding is preferred, and the double bidding threshold is higher.

【 First-order adjustment 】

The first order is actually cpc, so 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.

To improve the quality of first-order dialogue, the key is to adjust the words. There are many words consumed in the account every day, and we must ensure that our main consumption words are words with higher intentions. If we talk about it in terms of a ratio, at least 80% of the account's daily consumption words are intention words, and 20% are traffic words. This way the quality of your first-order conversation won’t be very poor.

Each industry has its own parts of speech. Taking medical care as an example, hospital, cost, treatment and some acute inflammation words are high-intention words; taking education as an example, training courses, study classes, good institutions, cost, registration and other words are high-intention words; taking franchising as an example, franchising, agency and manufacturer are generally high-intention words. Other industries can also be divided into high-intention words and general-intention words.

Second-order adjustment

Once your account enters the second stage, you must keep your hands off it.

First: Don’t change your bid 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.

Second: Do not delete and add packages frequently. It takes time to build a data model. Don’t delete the delivery package just because it doesn’t work well or is unstable. Packages should be deleted only when the cost of delivering the packages continues to increase and all data indicators of the exhibition points are declining.

Don’t update packages too frequently. If the effect is not good, delete the package and then update new one. In addition, the conversion tracking method cannot be deleted because data is accumulated.

Third: automatic orientation. Generally, conservative is not the choice, balance is the main choice. If you need to increase the volume, it is recommended to choose active expansion. Based on actual experience, the smart word addition is rather messy, so it is generally not recommended to turn it on.

Fourth: switch the conversion method. Generally don't switch, but if the effect is not good, you can switch. After switching, observe the exhibition point consumption data.

Fifth: Setting of ocpc delivery package. The suggestion is that the clearer the account divisions are, the better, including clear divisions by part of speech and business. Then if it is a single business, such as a business that is deployed in the entire account, all plans can be bound. If there are many businesses, such as a medical department with different types of diseases, you can first bind the plan for a single disease.

Start with the big and then the small. First, the entire account (business) enters the second level, and then breaks it down to the planning level and enters the second level.

For example, for academic education, there are 8 plans, one high-intention plan and one traffic word plan for self-study, one high-intention plan and one traffic word plan for adult education, one high-intention plan and one traffic word plan for open university, and one high-intention plan and one traffic word plan for comprehensive academic qualifications. When you first invest in ocpc, you can bind these 8 plans. After entering the second stage, we will see how the overall delivery package performs. If the cost reduction is greater, keep it as it is. If the cost increase decreases after running for a week, make adjustments by lowering the bid or targeting method. If the effect is restored after adjustment, just ignore it. If the cost is still high and the quantity is small, delete the package and split it.

The package is split like this: there are 4 packages: one for adult education, one for self-study education, one for TVU, and one for comprehensive academic qualifications. For packages with large traffic, balanced targeting is chosen, while for packages with small traffic, active expansion is chosen. Then we can gradually optimize it and reduce the cost.

The premise of this splitting method is that your account must be built in a detailed manner, with clear divisions of words or businesses.

Sixth: After the second level, matching, keyword bidding and some coefficients are equivalent to invalidation. The optimization points are negative words, creativity and landing pages. The landing page cannot be adjusted significantly, but minor changes can generally be made. For example, for academic education, there are self-study examination page, adult education examination page, open university page, and comprehensive page. These four businesses have two landing pages, A and B. Assuming that the conversion effect of self-study examination page A is not good, then you can replace page A with page B. The other pages remain unchanged.

When changing pages, you can first change the pages of those words that have not been converted. To see whether the keywords have conversions, you can make a keyword conversion table.

Such minor changes will not have a major impact. As for the word "no", do not frequently use the word "no" after the second level. Generally, three to five days are recommended.

After the second level, avoid major changes to the page or negative words. Don't adjust the keyword matching mode and price too much, it's meaningless.

Seventh: Unstable situation. Generally, you should look at the data for a week, not just one or two days. If the data for the entire week performs reasonably, then you can continue; if it is high, adjustments need to be made.

In addition to looking at the data, you also need to make data reports, compare the display, clicks, consumption, click-through rate, average price, number of conversions, and conversion costs to find the breakthrough point.

For example, if the display is lost, why is it lost? The click-through rate is high. Why is it so high? You can analyze them and combine them with the ocpc diagnostic report.

CPC Summary

1: The core of CPC is words, prices, rankings and pages. Creativity and negative words are auxiliary. Consulting tools are consistent with on-page optimization. In addition to optimizing the page, you must also optimize the consulting tool settings. Consultation windows, telephone numbers and forms should all be prominent.

2: Average price and conversion rate are two key points. Lowering the average price, increasing matching (when the big search traffic declines, it can only be increased but not reduced), and improving page conversion rate (doing multiple page tests and comparisons) should be the focus of CPC adjustment in 2020.

3: CPC actually requires multiple strategies. For example, dual-account strategy, multi-channel strategy and differentiation strategy. As traffic becomes more and more expensive today, we still need to use good strategies.

Dual-household strategy, what is the positioning of the main household, what to promote, and what bidding model; what is the positioning of the traffic household, what to promote, and what bidding model. This needs to be planned.

For a multi-channel strategy, in addition to Baidu, which small search channel to place the advertisement and how to place it also need to be planned.

A differentiated strategy refers to the targeted delivery of different accounts, such as differences in words and pages. The difference in words, for example, for academic education, in addition to regular words, you can invest in some school words, professional words and niche words. For industry-specific investments, you can invest in some industry websites, etc. The differences in pages, for example, special pages are made for certain parts of speech, such as form pages for evaluation words, dialogue consultation pages for consultation words, school pages for school words, and professional pages for professional words. etc.

ocpc summary

1: ocpc needs to be adjusted in stages. In the first stage, you should still adjust according to the CPC method. In the second stage, you should control yourself and not make frequent adjustments. The core of optimization is conversion bidding, page, negative words, and creativity.

2: For ocpc delivery, the account must be clearly set up, and it is okay to allocate more plans. Never put just one or two plans, or all units in one plan. Don't put four or five hundred words in one unit, as this is inconvenient for delivery. ocpc requires refined operation, so the accounts also need to be refined.

3: The delivery package is generally bound to a business or part of speech. In principle, it is large first and small later. The account enters the second stage first, and then the plan enters the second stage. If you use the account to enter the second stage first, and if the results are not good after running for a few days, you can split it. Delete the original package, create a few new packages, bind them to corresponding plans respectively, and achieve precise delivery.

4: Do not delete and add packages frequently, do not change pages frequently, do not delete conversion tracking, choose the appropriate ocpc bidding method according to your account positioning, and be stable, not too aggressive.

Author: Mubibai

Source: Mubibai