Today I will share with you ~ How to reduce the cost of Baidu information flow CPC and OCPX , as well as some optimization techniques.

Multidimensional data analysis

Account: According to the marketing process chart and daily report, analyze the general direction of traffic and find out the change indexes such as display volume, click-through rate, average price/thousand displays, and conversion rate.

Position age, gender and region: Use the unit as the dimension to check whether the main consumer group is the industry audience.

Intent words: Analyze whether the main consumer intent words (top 10-30) are high-intention related intent words in the industry.

Interest classification: Adjust the flow direction of the unit by adjusting the interest classification of the main consumption.

CPC Optimization Tips

CPC: You must match the interests of the crowd + the intended words to place ads.

1. Historical search: Segment words and units according to parts of speech, and accurately target: age, region, and gender. When analyzing data, it is necessary to analyze the matching of different interests and intent words. If the unit effect is poor and the click-through rate is normal, delete the secondary interest with the highest consumption.

2. Whole network behavior: To increase fans, you can divide them into long and short words, select all interests, and the lowest bid is 0.3. If there is no traffic, you can directly increase the price according to the original plan.

Baidu OCPC Phase II and OCPM Launch in Three Phases

Plan the cold start period : The cold start period or modeling period is the early data collection stage of the account, generally from the account opening to the stage of 5-20 conversions. It directly determines whether the account can have volume and cost stability during the delivery period.

Ways to reduce costs:

1. Test the hot-selling ideas: Establish plans in multiple dimensions (according to the budget), launch them in batches (3-5 at a time), select the best ones, and give priority to plans with larger exhibition points and consumption, increase the volume first, and then reduce the cost.

2. Pay a higher price to grab sales: The initial price is set with a maximum cost increase of 10%-30%, and the average order value increase of 10%-30%.

Stable delivery period : After the plan passes the modeling stage, it will reach a relatively stable stage. Taking 3 days as a reference standard, there will be fluctuations, but not too large. The ECPM value determines the length of the stable period.

Cause Analysis:

1. Modification of the original plan content leads to traffic changes

2. Changes in the external competitive environment

3. Channel traffic or algorithm changes

4. Create a similar plan to grab traffic

Ways to reduce costs:

1. When modifying targeting and bidding, do not make too large changes. Targeting can be modified once a day at most, and each time the modification is small; price can be modified twice a day at most, and each time no more than 5%

2. Observe the effect for at least one day. Do not make adjustments immediately if the effect becomes worse during a certain period of time.

3. Increase the price by 5% every day, or release a small amount of targeting to neutralize the impact of ECPM value attenuation and ensure the scope of the targeted population

4. Add a new batch of more general creative copywriting to increase click-through rate and thus increase ECPM value

5. When creating a new plan, try to ensure that one dimension is different

Plan decay period : When the planned promotion points disappear for three consecutive days, the conversion volume shows a continuous downward trend, and the conversion cost shows an upward trend. It is basically difficult to recover during the decay period, so avoid wasting too much budget to save it.

Cause Analysis:

1. The creative life cycle has expired and its appeal to targeted visitors has diminished

2. The scope of system exploration is getting smaller and smaller, and more and more accurate, which is manifested as: the number of exhibition points is reduced, the average price is increased, and the click rate is increased.

3. The page has been in use for too long, and the conversion rate of visitors has deteriorated

4. Create a similar plan to grab traffic

Ways to reduce costs :

1. Stop the original high-cost creative ideas and add a new batch of creative materials

2. Copy the plan and re-model the delivery

3. Create a new plan, change the creative and re-launch

Related Links:

Baidu Marketing 618 Delivery Guide and Plan

up to date! Baidu information flow product manual!

Baidu advertising plans are all here!

Baidu search oCPC account establishment practice