Baidu search oCPC account establishment practice

This article is a practical tutorial for setting up the basics of a search oCPC account, and is a reference for novices. The next article will share the optimization article.

Many friends have not tried ocpc yet. In fact, ocpc can be very effective if used properly. I will not go into details about the principles of ocpc. This article will directly talk about the practical operations and precautions.

1. Create a new conversion tracking

The first step is to set up " New Conversion Tracking ". Usually, mainstream industries will choose consulting tools or Jimuyu for conversions, while niche industries may choose code monitoring.

Let’s take the common “one-sentence consultation” as an example:

Add conversion tracking directly;

Fill in the name first, and below is the conversion type , including: one-sentence consultation, three-sentence consultation, and leaving clues. For industries with large volumes, you can choose three sentences or leave clues. For industries with small volumes, it is recommended to consult with one sentence first;

Below is a deep conversion , which is mainly aimed at other forms of conversion. If you use one sentence as the conversion, you don’t need to fill it in. If you use other methods for conversion, you need to create a new one;

After the new creation, it is time to create a new delivery package. Baidu ocpc is identified by bd_vid.

2. Create a new delivery package

Fill in the name of the delivery package first;

Then choose whether the delivery scope is PC or mobile. This mainly depends on which port, PC or mobile, you are targeting. Some industries have better PC conversions, while others have better mobile conversions. Choose which one to test based on actual conditions. It is recommended to create new delivery packages for both PC and mobile.

1. Take PC as an example

After selecting PC, you can choose consulting tool authorization as the data source;

Conversion type, select one sentence consultation ;

For deep conversion, if consultation is the form of conversion, there is no need to build a new one. If the conversion form is other types, a new one needs to be created;

There are two optimization modes below, and this is the key point.

The first type: target cost conversion control , which is divided into: target conversion bidding and conversion bidding using the data accumulation stage. The conversion goal for both is ≥10 for 3 consecutive days;

The second type: click bid coefficient control , which we also call ecpc. Its threshold is ≥30 in 7 days. It is more flexible than ocpc, and its universal premium coefficient is ≥2 at the highest and <1 at the lowest;

If you choose ecpc, you will have crowd preferences, you can bind crowd packages, and crowd packages can set premiums ;

2. Take mobile as an example

Mobile and PC are generally the same, but there are some differences in functions.

First, the mobile delivery package can skip the first stage and go directly to the second stage.

Secondly, low-threshold delivery can be used on mobile terminals . The requirement for the low threshold is ≥ 30 conversations per week, which is mainly aimed at industries with small budgets or small amounts of data.

Other target conversion bids, conversion bids using data accumulation and PC delivery packages are the same.

Automatic targeting is actually somewhat similar to Baidu's information flow. Conservative expansion means the uniform delivery of information flow; balanced expansion means the standard delivery of information flow; active expansion means the accelerated delivery of information flow.

Breakthrough orientation , including: time period, region and negative words. Once you check the box, it will break through your time period, regional settings and negative words.

For intelligent word addition , the system will generally add some junk words. It is recommended not to turn it on first, but to turn it off first. After the run is stable, you may want to try and test it again.

3. About zero threshold

Currently, only 6 industries are supported. If you choose to skip "Data Accumulation", the threshold will be 0. After choosing skip, my current account can only choose ecpc, not ocpc. I asked a few friends, and they said that ocpc can be chosen for their accounts. Therefore, there may be differences in different industries or households . For some permissions, customer service may need to send an email to the headquarters to apply.

3. After the delivery package is created

After creating a new delivery package, you need to select the binding scope and choose an account or plan. It mainly depends on your delivery strategy, which needs to be selected based on the actual situation. There are two more things to do after that.

The first point is data verification , which is to check whether the conversion data from a certain day is correct. If it is correct, click Yes; if it is not correct, click No. The key point here is: once you check it, you can no longer change it.

The second point is the ocpc stage . When launching in the first stage, you can choose whether to stay in the first stage. It is generally recommended not to stay.

Four points to note after the delivery package is delivered:

1) After a delivery package is created, the binding scope cannot be changed unless the delivery package is deleted;

2) After the data is verified, it will display "Verification completed". If it is not verified, it will display "Verification in progress". The key reminder is that once the verification is completed, it cannot be modified unless the delivery package is deleted;

3) During the first stage of the launch, if the data is being verified or the data verification is completed but has not entered the second stage, you can choose to stay in the first stage. You can also change your choice after entering the second stage. After entering the second stage, it is impossible to stay in the first stage. To accelerate the entry into the second stage, data needs to be checked in a timely manner;

4) Once the delivery package is delivered, the data source and conversion type cannot be changed. If you want to use other conversion goals, you need to create a new conversion tracking and delivery package.

4. oCPC usage suggestions

1) If you have a large budget, you can choose ocpc, and if you have a small budget, you can choose ecpc;

2) If adjustments are frequent but the volume is small and you are more concerned about the ranking, you can choose ecpc. If the quantity is large and the adjustment is not much, you can choose ocpc;

3) If the business is single, you can choose ocpc; if the business is multi-business and has multiple strategies, you can choose ecpc;

4) If you are unable to advance to the second level, you can choose the low threshold of ecpc or ocpc. There are many factors that prevent you from entering the second stage, including bid, binding range, number of delivery packages, etc.

5) In principle, it is not recommended to increase the volume to the second level. Even if you need to increase the volume, you can increase the volume from different IP addresses or different regions in the same city. Do not increase the volume by machine, which will affect data modeling.

6) According to my test method, one account can have both smart bidding and CPC. For example, if there are 12 plans, 10 plans can use smart bidding, and 2 plans can use CPC to run low prices. This is also possible.

7) Under the 0 threshold condition, if the effect is not good after the second stage, the system will return to the first stage to learn again. If the effect is still not good, you can pause and create a new delivery package. The experience report of ocpc is still instructive and can be used as a reference.

8) If you want to quickly increase the volume of ocpc, you must enter the second stage as soon as possible. Here are 4 more points to note:

First, for the initial setting of ocpc target bidding, it is recommended to directly use "Use the conversion cost in the data accumulation stage". Of course, you can also choose target conversion bidding, but if it is a new account, do not choose target bidding, and use the data accumulation stage cost first;

Second, control your hands. After entering the second stage, do not adjust frequently. You can adjust once every three days.

Third, if the volume is small or it is difficult to enter the second stage, you can bind the account first, and then subdivide the binding plan after the overall volume increases;

Fourth, keywords, creativity and landing pages must be coordinated. For example, if your conversion goal is one-sentence consultation, your page must have more consultation buttons, and if you set up a form, the page must have an obvious form; for example, if you write about fees creatively, your page must focus on the fees. Only when you have all of them corresponding, the system can model your data more accurately.

The above is the content of this sharing. The content is relatively basic. Those who have not tried it can give it a try. Those who have already invested are welcome to communicate.

Author: Mubibai

Source: Bidding Information Flow Diary