Suggestions for the decline of Ocpc: How to catch the fish in the traffic pool!

After I published several Q&A articles about OCPC, many students asked me how to avoid and improve the decline of OCPC. This time I would like to share some thoughts and suggestions. This issue focuses on the decline period and optimization suggestions, and uses conceptual methods to tell you how to grasp the decline period. It is for reference only .

Any intelligent delivery has big data as its computing support. Over time, problems such as insufficient data reference and weak population coverage will arise. This is the problem that many students encounter: ocpc has entered a period of decline .

Before we begin, let’s review some important knowledge points and concepts.

The most basic concept:

Do you understand the operating logic of ocpc? Stop asking about the difference and connection between OCPC and CPC. Look at the picture above, they have both.

CPC: It is based on clicks and rankings, and is shown to people in need who are searching. So we need to grab rankings.

Ocpc: It is to chase the people who may bring conversion. The advertisements are shown to the people who may convert, not mainly for competing for rankings.

What is the essence of Ocpc: In the update of Baidu Marketing University on November 20, it was clearly stated that the essence of Ocpc is bidding strategy, so the copy of the delivery package has been updated and upgraded to "bidding strategy". I believe that students of cpc have a deep understanding of bidding strategy, so I will not explain it in detail here.

Since the essence of ocpc is a bidding strategy, this is the essence of promotion .

In fact, ocpc has another commercial essence, which is what I have always emphasized: helping you spend more money effectively !

Therefore, don’t think of OCPC as something profound and complicated. Remember a pertinent advice: without a budget, you can’t play OCPC well.

Before I start sharing about the decline and traffic, I have to explain the theoretical knowledge again. You must read it carefully and remember it carefully.

The most important thing is to use your brain to think about the problem:

What should I do if Ocpc is stuck in the first level and cannot enter the second level?

1. The way first-order choices are transformed is important. If you don’t have many conversions, there is no need to choose the data accumulation statistical method. You can choose low threshold and zero threshold. However, previous content has always emphasized that zero threshold and low threshold are only for old accounts with relatively stable accounts and clear structures, and are not recommended for new accounts. Unless you are promoting multiple accounts, you can test a new account separately and run all plans directly.

2. Check the website’s statistical conversion entrance. If you build your own website, suppose you are counting successful form submissions, but there are multiple entrances to the form submission, and the statistical code installation is missing, resulting in your conversion statistics not meeting the standards. You need to recheck and process it. Incomplete conversion data statistics at the first level will have a far-reaching impact on the second-level effects in the later stage.

3. Change the statistical method if a certain statistical method checks correctly but still cannot meet the requirements. It depends on the actual conversion situation. If there are more consultations and fewer telephone forms, consulting tools should be used as the first step of ocpc. The same is true in reverse. Maybe your idea is to conduct multi-faceted tests to increase the number of forms or phone calls, but if the actual conversion data does not meet the needs, it is recommended to execute it in the most comfortable and convenient way to enter the second stage.

Does Ocpc have a decline period? How to judge? How to optimize?

There are many people asking about this question, so I will give a unified answer here.

Judgment and analysis of the decline period :

① In terms of effect, the number of consultations has decreased or even decreased to zero.

② From the budget point of view, the money cannot be spent, and the money spent will have low conversion or even zero conversion.

③ The accumulation and collection of conversion sources is insufficient. The daily conversion data of ocpc may be very limited. It is also possible that these conversions are only the temporary needs of a part of the population. If there is no way to effectively expand these conversions. The decline period may not only be caused by budget issues, but may even be caused by insufficient population coverage and poor conversion effects.

Optimization suggestions :

① Optimization suggestions for cost setting and budget;

If the CPA is set too high, even close to the planned or account budget, a superficial calculation will show that the number of conversions can only be very small. After a long time, the system may not be able to match more traffic to the account. The effect will only gradually get worse. Therefore, after ocpc is turned on, the budget should be gradually increased within an acceptable range based on the results. CPA is gradually adjusted to a reasonable value.

②Optimization suggestions for conversion paths;

For medium to large websites with rich website functions, different conversion costs should be set for different buttons according to different needs. The deeper the button, the higher the conversion cost can be set.

Through routine data collection and statistics, calculate several major costs: consulting cost, intention cost, and transaction cost, and then start setting up ocpc optimization. If you think the system recommendation value is too high, it is recommended to add a reasonable budget, position the button to a deeper conversion type, and maximize the number of conversions.

③Optimization suggestions at the basic level;

Whether the second-order effect is good or not, it is not only necessary to have a budget, but also necessary that the account or plan has a relatively complete structure and flow configuration (materials) in the first order. If the account has reached a stable or good state under the cpc mode, it will be more advantageous to enter the second stage, and the decline period can be better buffered or weakened.

Okay, that’s all the theoretical knowledge. Let’s start with the main content of this article:

Using a picture of fish and pond as a metaphor,

Let me tell you in detail my understanding of the ecological process of ocpc from its formation to its decline.

If you find anything inspiring after reading it, optimize the execution.

Because after entering the second stage, what you can do is really limited.

Therefore, all effects must be based on the CPC (first stage) data (pool) as the basis of the model.

The model of an expert must be a model with high output value and strong production capacity.

Don't just do the OCPC model for the sake of OCPC.

Many students are faced with the embarrassing situation of low volume or high conversion rate but poor effect.

【pool】

Account or plan, the size of the pond determines how many fish you can raise. The size of the pool depends on your budget and available space.

If the budget or conversion data is insufficient, it is recommended to build a new pool (plan) for promotion without affecting the production capacity of other original pools. If the budget is sufficient, you can consider creating a new plan for all plans or adding a new account for separate use.

In order to have better operating space, it is strongly recommended to bind the promotion plan. If the effect is not ideal, you can split the package, merge the package or create a new package.

【fish】

That is, the selected keywords or plans (accounts) determine the quality of the fish and all focus on how to raise the fish in the early stage (first stage). If the fish are sold before they grow well (in a hurry to enter the second stage), it will affect the sales volume (effect) of the fish.

In order to make the fish grow well, in addition to controlling the water temperature (first-order duration), you also need to choose the right fish (choose words, choose a plan).

How to choose fish

Fish = keyword or plan

Selling fish = successful conversion

You must not choose small fish with too little benefit (too many potential keywords), but should choose big fish with high-quality varieties (conversion word data).

But the best and most effective way to select fish in the long run is:

30-40% for big fish, 60-70% for small fish, and the budget is divided similarly.

Big fish maintain your revenue, small fish ensure more traffic sources and raise more fish!

[There are also some strategies for selling fish]

Strategy:

Choose 20% off, buy 1 get 2 free or factory direct sales, the cheapest in the store?

The fact is that there is nothing wrong with how you sell. What matters here is whether the conversion path we set is deep or shallow.

Too superficial conversion means only earning shouts and inquiries, but not actually selling many fish, such as phone button clicks.

Marketing with attractive posters or a variety of packages can bring in more inquiries and transactions, and delay gratification.

For example, one sentence + leaving a clue, form submission successful, phone call connected, etc.

Otherwise, there is a high probability that there will be a situation with high conversions, low costs, but unsatisfactory results.

Key points:

After you have all the equipment (statistical conversion method), adjust the water temperature (accumulate enough data), and choose the type of fish (keywords), you need to fatten the fish at an appropriate time before selling them (the effect after the second stage).

Reference conditions for first-order accumulation to second-order

1. CPC has a good and stable effect.

2. The overall data coverage is in place at the first level (covering the needs of all types of people),

3. Before starting the first stage, it is best to adjust each bidding coefficient under the CPC mode to the appropriate position. After ocpc (except ecpc) takes effect, the effect of the original coefficient of the account will basically become invalid or seriously reduced (unless the ocpc tool is upgraded later). Some accounts have always performed well in cpc because of the coefficient, but after entering ocpc, some students have no volume when they enter the second stage, as if the decline period is about to come. Some accounts are affected by the coefficient, so it is necessary to check the proportion of these coefficient consumption in advance and set them up. This detail is very important. For example, previous articles have also emphasized the "consumption ratio of the population coefficient".

4. After the first order, the overall transformation is stable. Taking three days as an example, I personally think that conversion data such as 15 on the first day, 5 on the second day, and 10 on the third day are unstable. If the overall conversion can develop smoothly, it should be optimized and observed for a period of time, and then enter the second stage after checking the stable conversion data. As long as the result is good, what does it matter if you enter later? !

[No quantity after the second stage]

Due to the limitation of the "pond", the market demand has changed, and the fish in the pond are no longer popular in the short term.

“Customers only look at the fish but don’t buy them”

Or maybe the "pond" is too shallow and narrow, and it will be full before you can raise a few fish. The “pool size” needs to be expanded.

That is, it is necessary to actively and effectively expand the volume (adding words reasonably, optimizing creativity, increasing bids, etc.).

【Only consumption but no conversion】

Even if customers don’t buy fish, we still have to continue to spend money on fish farming and paying for electricity and other costs.

At this time, consider unpacking, merging and other optimization operations.

If necessary, copy the plan to prepare the first phase of the new package for re-accumulation.

Decline

【Internal factors of decline】

The pond is not producing good fish on a continuous basis and its benefits are slowing down.

At the same time, market competition is fierce, (search) demand is constantly changing, fish losses are accelerating, and there is no timely optimization and improvement (adding words, adjusting prices, etc.).

【External factors of decline】

The past does not represent the future. The customer bought fish last week and two days ago, but will he buy fish today?

Think about it from another angle. If the customer has already bought badminton and rackets, does he also need to buy badminton shoes and clothes?

Finally, think about it again, after buying a racket and a badminton, can’t you buy fish after playing badminton?

The answer is uncertain.

(The same is true for search demand. The demand during the National Day may not continue to the Double Eleven period, but there will be a lot of search behaviors during the National Day that are not very relevant to the business entering the account. At this time, as long as the proportion is not large, do not easily reject the word.)

If your accumulation in the first stage is insufficient and cannot cover multiple needs and characteristics of different time periods, and you only focus on conversion words or consultation words, and ignore the diversity of customer search needs, and perform operations such as rejecting slightly irrelevant search words, then it will easily usher in a period of decline and the cost will be higher.

I have emphasized in previous articles that data should be sensitive, but not allergic.

"It is better to kill a thousand people by mistake than to let one go" This is called [data allergy]

"It is better to believe it and observe before taking action" This is called [data sensitivity]

All data need to be observed and analyzed, as well as another very important concept that has been emphasized before: proportion. After you judge any abnormal data, you must also calculate the proportion. If the proportion itself is very low, just keep observing. A high proportion will be processed later. The degree of proportion is the criterion for distinguishing whether it is allergy or sensitivity.

[Insufficient internal circulation]

The hatched fish have not yet generated any economic value and need time to be raised. The small fish have not yet grown into big fish, and new fish (no added words but many negative words) cannot come in, so naturally the benefits (effects) decline.

[Insufficient external power]

Without new plans, without adding effective words, and without effective expansion, the production capacity and output value of the pool will drop rapidly.

[When the water is too clear, there will be no fish]

If the water temperature is controlled too frequently (first-order operation), the fish cannot adapt to the environment (unstable model), the survival rate of the fish decreases, and the benefits are affected. In addition, too many negative operations can also cause problems such as a significant decrease in ocpc traffic. Deleting packages, unpacking packages, merging packages, rejecting words, adjusting prices, and adjusting matches all require looking at the data over a period of weeks or even longer before taking any action.

The second level has always emphasized that we should "keep our hands", but that does not mean we should sit idle. We should focus more on data analysis for subsequent operations.

Taking negative words as an example, if you find that some of yesterday’s negative words are completely irrelevant, you will negate the words and not do anything about the rest. If the traffic drops significantly the next day, it is most likely due to negative operations.

Therefore, we must let go of the inherent thinking of CPC. Seemingly inaccurate search terms may be the behavior of other search needs brought about by accurate search terms. Human behavior and thoughts are very complex, so the content of searches will also be diverse. ocpc displays ads to people who want to convert, and conversions will only occur when they are clicked. This is the logical basis of OCPC emphasized at the beginning.

Is the reference basis for negation of words

If irrelevant search terms are found, check the overall ocpc effect in the corresponding time period before proceeding to the next step.

If the proportion of inaccurate search terms is too large within a fixed time period (usually in weeks), then consider rejecting them.

Therefore, planning in the first stage is more important than planning in the second stage.

After successfully entering the second stage, operations must be controlled and analyzed in conjunction with data before operations can be performed.

It is strongly recommended to carefully build the first-level ocpc delivery package and promotion strategy, and even reduce negative operations after the first level begins.

Before starting the second phase, think about the second phase promotion plan and the incremental plan, gradually test the effects, and make appropriate adjustments.

Author: Jiuzhilan

Source: Jiuzhilan Internet Marketing (jiuzhilan)