Practical Tips | 360oCPC product interpretation and optimization methods

In advertising, high conversion costs, small conversion numbers, and time-consuming and labor-intensive optimization have become three major challenges weighing on advertisers' minds. The best way to advertise is to easily achieve conversion goals through technical means and obtain higher returns with limited resources.

oCPC is now a familiar concept. You may not have invested in it, but you must have heard of it.

01. oCPC precise algorithm solves delivery problems with one click

Before creating and optimizing, you must first have a clear understanding of oCPC products. It is an intelligent CPC advertising model that uses conversion goals as the optimization purpose. The system uses dynamic bidding instead of manual price adjustment to spend money on the traffic that is most likely to convert. Compared with CPM and CPC, the conversion cost and difficulty are greatly reduced.

From the perspective of technical model, oCPC is mainly divided into two stages: model learning and intelligent delivery . The model learning phase is the accumulation period of conversion data, making the model smarter through precise training. During the intelligent delivery stage, we will continue to explore more high-conversion groups to ensure maximum advertising effectiveness.

Through oCPC, the three major issues that have long weighed on advertisers/optimizers’ minds – high conversion costs, small number of conversions, and time-consuming and labor-intensive optimization – can be easily resolved!

02. Three highlights of 360 o series products

At present, major Internet marketing media have successively launched o-series products such as oCPA, oCPM, and oCPC. So why has 360's oCPC been favored by advertisers since its launch?

Mr. Shi Jingli shared the three highlights of 360 o-series products: high-quality traffic resources across the entire network can be freely selected, 360 security genes protect data throughout the process, and there is a complete commercial product system to guarantee it. Through DMP, dynamic creativity, website building tools... and powerful algorithms, it helps oCPC delivery.

As of now, 360PC information flow, scene showcases, premium advertising, mobile product lines, etc. already support oCPC delivery . In this course, Teacher Shi focused on sharing the delivery and optimization methods of PC display oCPC.

In the actual delivery process of oCPC, it is mainly divided into three stages: docking preparation stage, delivery setting stage, and oCPC delivery optimization stage . First of all, you need to clarify the conversion goal. On the PC display oCPC, it is currently mainly divided into open categories (registration, order, lead, creation, consultation, etc.) and scan code categories (custom fan-adding type, etc.). After determining the conversion goal, set the corresponding landing page and data feedback method.

At this point, the oCPC delivery preparation and delivery setting stages have been completed. Next, we will focus on the optimization phase of the delivery process.

03. Don’t do the reverse operation of oCPC. There are some tricks to scientifically “clear mines”.

In the more than one year of practical experience of 360oCPC online, a series of methodologies have been summarized for account creation, delivery plans, promotion groups, creativity, and landing page optimization. Good product tools must be combined with correct operating methods to achieve twice the result with half the effort.

● Creation time: When is the account suitable for running the oCPC plan?

For new accounts without any advertising, it is recommended not to run the oCPC plan directly, as this can easily result in no spending or very high costs. You should run the regular CPC plan first based on manual experience, and then create a new oCPC plan or copy it as an oCPC plan after accumulating a certain amount of data. If it is an old account that has been suspended from delivering oCPC for a long time, it should also be treated as a new account.

●Plan optimization: What should you pay attention to when setting up an oCPC plan?

When setting up the plan, pay attention to conversion goals, conversion costs, budget, and number of oCPC plans. First, the conversion goal must be combined with the actual business goal, and at the same time, it must be consistent with the landing page docking method; secondly, the setting cost must be reasonable (it is recommended to be no less than 80% of manual delivery). At the same time, it is not recommended to adjust the bid in the first stage. In the second stage, the price can be adjusted slightly according to the actual situation, and it is recommended that the adjustment should not exceed 10% each time; in terms of budget, it is necessary to ensure that at least 50 conversions are set; at the same time, it is recommended to control the plan within 5, retain the plans with good results during the delivery and increase the budget, and control the budget of the plans with poor results or shut down the delivery.

●Promotion group optimization: How to set targeting conditions and the number of promotion groups?

In the first stage, you can choose targeted delivery with good results and train the model accurately. After stable delivery in the second stage, you can gradually release the targeted delivery to expand the volume. The more oCPC promotion groups there are, the better it is not. For the same account, it is recommended that there should be no more than 10 oCPC promotion groups in operation. Too many groups will affect model learning.

●Creative optimization: What impact do creative levels and creative updates have on performance?

The materials delivered must be high-quality (rated A) creative, otherwise they may be restricted from being delivered to high-quality resources and the effect cannot be guaranteed. As for the issue of creative updates, during S1, it is not recommended to replace materials unless it is due to material level reasons. When S2 is being delivered stably, more attention should be paid to conversion costs. If there is a significant drop and the CTR of the material decreases significantly, it is recommended to replace it with high-quality materials.

●Landing page optimization: How to ensure the final touch of conversion effect?

The landing page coding must be completed before the official launch, and the data feedback must be verified for any problems. Any changes need to be fed back in a timely manner. The content of the landing page should be highly relevant to the advertising creative, and the conversion entrance of the landing page should be obvious.

In fact, in the actual delivery process, the problems encountered are often complex. One factor often involves other factors acting at the same time, forming a "butterfly effect". For complex oCPC optimization problems, Mr. Shi Jingli has also summarized the troubleshooting ideas for complex problems based on long-term experience and rich cases, helping advertisers to quickly locate and solve delivery problems in the actual delivery process. You can find the corresponding answer in the picture according to your actual situation.

1. Reasonable conversion cost, small conversion volume optimization method

2. Optimization method for high conversion cost

3. Low conversion cost, but low conversion volume optimization method

A good product must stand the test of time. 360PC's oCPC products have been running effectively in many industries and have brought considerable results. Save time and effort to complete the conversion, spend the budget wisely, master the correct optimization techniques, I believe you have already got it.

Author: Shi Jingli

Source: 360 Smart Business