What is OCPC, how does it work, and what accounts is it suitable for?

Of course, OCPC is not a "myth". Only by mastering the operating skills and matching them with the accounts can we achieve the effect of reducing costs and increasing conversion rates.

What is Search OCPC?

OCPC is a target conversion bidding function that uses a more scientific conversion rate estimation mechanism to help advertisers improve conversion completion rates while obtaining more high-quality traffic.

Function: Increase volume while controlling costs. The system predicts conversion rates in real time to obtain as many high-quality conversions as possible. Through intelligent judgment of the system, spend money on the traffic that is most likely to convert

Features: Based on the long-term accumulation of crowd portraits and relying on the deep learning technology of the DNN model, it breaks through the limitations of keyword bidding and matching modes to trigger high-value traffic, optimizes and adjusts according to the conversion cost set by the account, and obtains more high-quality traffic while improving conversion.

What is the principle of OCPC intelligent delivery?

The principle of OCPC can be explained in one sentence:

Increase bids for people with high estimated conversion rates to gain traffic; lower bids for people with low estimated conversion rates to reduce impressions, ultimately making the average conversion cost lower than the set target price.

This means that OCPC has transformed the boring and time-consuming work of crowd analysis and price adjustment into a procedural, background-based and real-time process.

In addition, OCPC is divided into two phases

Phase 1: The first phase is mainly about accumulating data, which is used by the model to learn which traffic is more valuable to the account and more likely to generate conversion behavior. At this stage, the system participates in the bidding based on the CPC click bid we set. It is no different from the previous traditional delivery method and only accumulates data.

The second stage: When the cumulative conversion volume reaches the target, the system enters the second stage. Based on the previous data conversion behavior analysis, the system increases the bid for high-conversion words or expands the matching method to obtain higher-quality traffic, and reduces or does not bid for low-conversion words to improve conversion and control costs.

There are two types of smart bidding:

OCPC

How much money are you willing to pay for a conversion? Suitable for accounts with sufficient conversion data to meet the threshold for entering the second stage.

Cost-Per-Click Bid Coefficient (ECPC)

There is no need to bid for conversion goals. The system estimates the conversion rate based on the click bid set by the advertiser and all the conversion behavior data on the page, dynamically adjusts the bid, optimizes the conversion cost, and increases the conversion volume. Suitable for accounts with little conversion data that cannot enter the second stage.

How many steps are involved in OCPC deployment?

Step 1: Preparation for connection, clarifying the conversion type, and connection of conversion data

Part 2: Data accumulation. To ensure the effectiveness of the next stage of delivery, it is necessary to accumulate certain data.

Step 3: Intelligent delivery: based on the previously accumulated conversion data, the system automatically

What is the scope of OCPC deployment?

Entire account: The delivery method of the entire account is set to OCPC smart delivery

Single plan: Only set up smart delivery for one plan under the account, and other plans still use CPC traditional bidding

Multiple plans: formulate multiple plans for OCPC intelligent delivery, and other plans are still CPC traditional bidding

Which accounts are OCPC suitable for?

1. The daily budget cannot be fully consumed: daily budget of more than 1,500 yuan.

2. Conversions are easy to count: Because smart delivery relies on conversion data, accounts that can accurately count conversion data are more suitable.

3. Industry peak season: urgent need to expand and increase conversion volume.

4. The budget is average, and I want to try new products: The account performance is average, and I want to try the effect of smart delivery.

After reading this, I believe you should have a detailed understanding of OCPC. However, no matter how much practical information you read, you still need to practice account operations and apply theory to practice in order to better master it.

Author: Houchang College

Source: Houchang College