Baidu search oCPC optimization skills

We know that the threshold for big search oCPC is very low now. The low threshold has been reduced to ≥20 per week. With the 0 threshold, it is actually very easy to enter the second level. As mentioned in the previous article, there are many ways to convert. The mainstream industries are generally consulting tools and Jimuyu. Under consulting tools, conversion tracking is mainly divided into three categories: one sentence, three sentences and leaving clues.

According to my personal experience, oCPC is more suitable for single business . The so-called single business means that the entire account mainly promotes one business. In this way, oCPC can collect data faster. For example, in the medical field, because there are many types of diseases, investing in oCPC will be more complicated, while in some industries it is relatively simple to invest in oCPC. The marketing strategies vary from industry to industry.

Taking the education industry as an example, I will talk about a few tips below for your reference only.

Tip 1: Build large first and small later, by device end

The so-called big first and small later means binding the large range first, and then splitting it after the large range enters the second order.

Examples:

For example, in academic education, there are 16 plans, 8 PC plans, and 8 mobile plans. There are 8 PC plans, 2 for adult education plans, 2 for self-study plans, 2 for TVU plans, and 2 for continuing education plans. The same goes for 8 mobile plans. Then you can do this: create a delivery package for PC and mobile respectively, and bind 8 plans to each.

The early conversion bid involves the actual situation of your account, which is divided into three situations:

The first method is to set a conversion bid, which is more suitable for accounts that have been running oCPC for a long time. You can set a price based on past bidding data. Generally speaking, the bid should be slightly higher than the recommended bid. If you are unwilling to bid a high price, your bid should at least not be lower than 80% of the recommended bid. If there is no recommended bid, you can evaluate and set the price based on the cost of your current account;

The second method is to bid based on data accumulation. If your account is just starting to run oCPC, you can use this method.

Low threshold bidding is mainly aimed at small accounts.

Generally speaking, it is recommended to make a slightly higher bid for the first time. After entering the second stage, the bid can be gradually reduced in cycles of 3 days, with each price reduction ranging from 3% to 5%.

Continuing from the above, after these two delivery packages enter the second stage, these 8 plans will be split up.

How to split it? It can be divided into two types.

The first business split method is to make one delivery package for two adult education plans, one delivery package for two self-study examination plans, one delivery package for two TV university plans, and one delivery package for two continuing education plans;

The second conversion splitting method is , among the 8 plans, assuming that 4 plans have good conversion, then these 4 plans will be made into one delivery package, and the other 4 plans will be made into one delivery package.

There is a lot of knowledge involved in plan binding, and plan binding requires strategy. The starting point of this strategy is your account structure and how you build the plan. For example, healthcare and education divide their businesses by plans, while many industries build plans based on parts of speech. So this involves a question of business and part of speech .

If the plan you bind is a business, such as adult education, then oCPC will mainly adjust the price for the traffic of this single business. At this time, your bid should be the conversion cost of your adult education business, not the average cost of your account.

The plan you bind is a part of speech, for example, if you bind the cost plan and the price plan together, the system will match the traffic of the price and fee category. At this time, your conversion bid may need to be set slightly higher. If you create two plans for traffic words and set up a delivery package to bind these two plans, the conversion bid can be slightly lower.

Different businesses have different parts of speech, and the conversion bids of their delivery packages are also different. If there are more bound plans, the bid can be slightly lower; if there are fewer bound plans, the bid can be slightly higher. This is another slight difference.

The setting of these details mainly depends on your experience, as well as your familiarity with the account and oCPC modeling. To sum it up in one sentence: the relationship between business, part of speech, binding scope and bid is very subtle. All you have to do is to combine them organically. If you combine them well, the effect will naturally be good.

Four combinations:

If the plan is built according to the business, then the delivery package can be: plan + port + business conversion bid + balanced expansion

If the plan is built according to word categories, the delivery package can be: strong intention plan + port + high price + active expansion/traffic word plan + port + lower bid + balanced expansion

The delivery package is bound to the account level, so the delivery package can be: all accounts + ports + account conversion bid × 1.2 + balanced expansion

The delivery package is bound to a single plan, so the delivery package can be: single plan + port + business conversion bid × 1.2 + active expansion

Take academic education as an example. 8 mobile plans, 2 self-study exams (one intention word plan and one traffic word plan), 2 adult education exams (one intention word plan and one traffic word plan), 2 academic degree traffic word plans, and 2 TVU continuing education plans.

Assume that the overall account cost is 150, the adult education business cost is 120, the strong intent word cost is 180, and the traffic word cost is 100. Then the following can be set up like this:

The first type: Adult education plan package + mobile terminal + 120 + balanced expansion;

The second type: strong intention plan (strong intention plan for adult education + strong intention plan for self-study examination) + mobile terminal + 180 + active expansion;

The third type: bind 8 plans + mobile + 150×1.2 + balanced expansion;

The fourth type: traffic word plan + mobile + 100 × 1.2 + active expansion;

There are many ways to combine investments, and you need to explore them yourself. It mainly depends on how your account is set up. I will not go into details here. Generally, 4-6 delivery packages are enough for an account. If two or three good ones are successful, the scale can be expanded . The effectiveness of this method depends mainly on your binding strategy and word segmentation strategy.

Explanation: The advantage of starting with the big and then the small is that all accounts enter the second level first, and then enter the second level based on the plan. Run the data first, and the system will have a model. The advantage of building by device is that the traffic is more targeted. If you have 8 PCs and 8 mobile devices in your account, and you bind the entire account, it is very likely that the consumption structure of oCPC is very unclear, and you don’t know whether it is PC consumption or mobile consumption.

Tip 2: Check data and update

Many people are eager to check the newly created delivery package, but this is actually wrong. Generally, it is best to check after the quantity level reaches the requirement, so that the data is more accurate.

Generally speaking, new products are not updated frequently, but they cannot be updated all the time. Some delivery packages have better effects the longer they run, while others have worse effects the longer they run.

Under what circumstances is it necessary to update?

In the oCPC model, if the cost increases for three consecutive days, you can try to lower the target conversion bid by 10%-20%. Observe for another three days. If it still increases, first check whether the search term match is very poor, whether there are no negative words in the past few days, and whether smart word addition is turned on. If everything is normal, you can delete the package and update it.

If you want to launch new products, you can continue to use the original binding range and bid a little higher. You can try other types of automatic expansion, or you can add a binding plan when launching new products.

By testing with new products, we can better achieve account traffic replacement. The differences between the new package and the original package may be: bidding, binding range, and automatic expansion mode.

The cycle for new products is generally more than half a month. It is not recommended to add new delivery packages frequently as it will disperse the traffic.

Tip 3: eCPC + crowd package delivery

The advantage of eCPC is that it is semi-hosted. The difficulty in delivering eCPC is actually mainly the crowd. The premium can be set according to the actual situation of your account, generally between 0.5-2, and greater than 2 is also acceptable.

There are two details in crowd package delivery: one is the coefficient , and the other is the expansion switch . The coefficient is generally set between 1.1-1.3. The expansion switch is very simple. Turn it on when expansion is needed and turn it off when it is not needed. Generally speaking, it can be closed because Baidu’s expansion volume is actually not very good high-quality traffic.

There are four types of crowd packs:

1) Population information

Similar to the basic targeting of information flow, you can just set your own business group.

2) User Behavior

There are two types of history: search history and browsing history . Search history is mainly for words, and browsing history is mainly for URLs. The browsing history is relatively simple. We can use the industry investment websites displayed in the account to make a population package.

Here we mainly talk about search history.

The search history is mainly about setting keywords. We classify keywords into parts of speech and set up multiple keyword population packages. For example, cost packages, traffic packages, institutional packages, etc., so that there can be differences when you set the coefficients.

Another advantage is that you can design multiple keyword population packages and test them when launching them. Use the ones that work best, and change the ones that don’t. Few people think about this detail, so it can be studied as a focus.

3) App Preference

I personally use this less often. Usually you can just choose some mainstream apps.

4) Customize the audience

This is also rarely used. You need to create a group in Baidu Stargazing and then set up a custom group. It’s relatively more complicated.

Tip 4: oCPC+CPC

The two bidding methods can coexist in one account. There will indeed be some impact on each other, but differentiated delivery can be used to avoid this impact.

For example, if there are 8 plans running oCPC, then you can add 2 plans to run cpc. These 8 oCPC plans run during the day, and these 2 CPC plans run at night;

For example, mobile runs oCPC, and PC runs CPC;

For example, there are two different sets of materials, one set runs oCPC and the other runs CPC.

Of course, the above strategies are for the case where there is only one household. If there are two households, the best way is still to use CPC for one household and oCPC for the other.

The requirement of oCPC+CPC is that CPC has a low price and wide matching, so that the volume can be supplemented. When running CPC, you must avoid high and precise prices. Only low prices and wide matches can make up for the volume of oCPC.

The above are some of the main techniques. oCPC is actually quite complicated and it is impossible to explain it clearly in one or two articles. There are many details. For example, bidding and bidding methods, population, budget, conversion tracking and zero threshold, etc. Many of these details directly affect the results, and you need to slowly explore and summarize them yourself.

Author: Mubibai

Source: Mubibai Marketing Diary

Related Links:

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