In-depth information | The most comprehensive guide to bidding OCPC advertising is online

Bidding OCPC is based on the long-term accumulation of crowd portraits, breaking through the limitations of keyword bidding and matching modes to trigger high-value traffic, and optimizing and adjusting according to the conversion cost set by the account to obtain more high-quality traffic while improving conversion.

The emergence of OCPC can be said to have solved a major pain point for all bidders - conversion!

Therefore, today we will explain the bidding OCPC from three aspects: the principle of delivery, key points of operation and practical construction.

Phase 1 - Capture conversion data

The first stage 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.

Delivery suggestions:

01. Choose a suitable account , that is, one whose cost and effect are within an acceptable range. If you choose the wrong account, the model will learn incorrectly. It is not recommended to use a new account to place an order.

02. Just perform normal maintenance and do not adjust the account . In the first stage of model learning, if the model is adjusted frequently and abnormally, it will affect the normal training of the model and thus affect the second-order effect.

03. Align data . Only when the data are aligned can the models be aligned and cost accounting be more accurate.

04. Confirm the cost , CPA should be higher than the recommended 80%.

In order to move from the first stage to the second stage, data alignment, reaching the threshold, and reasonable cost setting are all essential.

Phase 2 - Intelligent System Delivery

When the accumulated conversion volume reaches the target, the system enters the second stage. Based on the analysis of the conversion behavior of the previous data, 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.

It’s been 2-3 days since entering the second stage. You need to give the system an adaptation period. The model is gradually taking over the account. Try not to touch the account. The most important thing at this time is to change your mindset:

01. Change of indicators

The ACP/CPC indicators are no longer important, and we should focus on the comprehensive CPA indicators. The system automatically bids based on conversions. Manually set bids are no longer effective, but will interfere with the model.

02. Matching transformation

Whether it is relevant or not is not just about matching. The system can intelligently identify traffic based on CVR. A comprehensive judgment is required to decide the direction of manual intervention based on data analysis, and caution should be exercised in rejecting words and traffic.

03. Observe the cycle change

For the data observation period, it is recommended to use the average (or total) of 2-3 days for comprehensive judgment. Because traffic changes every day, it is recommended to extend the period and make a comprehensive judgment.

04. Optimize direction change

Bidding optimization is not just about adjusting bids and matching, the optimization directions should be diverse. Because OCPC only helps to realize the intelligence of repetitive operations such as bidding and matching in the traffic purchasing stage, there is still a lot of work that needs manual optimization.

What should we do after OCPC comes into effect?

01. Account Optimization

Optimize the account from the strategic levels of account structure, keyword purchase, keyword segmentation, etc., and adjust the delivery plan according to the phased delivery strategy.

02. Creative Optimization

Optimize content such as advertising style creativity and landing page strategy to increase click-through rate while ensuring relevance

03. Effect Analysis

Analyze and review the relevance and rationality of search engine paid keywords, improve delivery results, reasonably distribute budgets, and adjust the proportions.

OCPC account establishment practice

After we log in to the account, we can click to enter the bidding promotion background. After the new version of the account background is upgraded, OCPC has been moved to the tool center. Click "OCPC" under the optimization tool and start building the plan.

01. Create a new OCPC delivery package

02. Data Verification

03. Data accumulation (first stage)

04. Intelligent delivery (Phase II)

Author: Pei Jia

Source: Houchang College