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A common problem for advertisers: How to optimize oCPC search ads?
Source: | Author:QS | Published time: 2022-03-09 | 174 Views | Share:


oCPC is a brand-new intelligent delivery model for SEM promotion, combining big data and advertiser's conversion data to intelligently match traffic through deep learning to help improve advertising conversion and control conversion costs while saving manual adjustment time.


In 2022 March, Baidu upgraded the oCPC model. The system will enter the stage of intelligent optimization of advertising according to the settings of the advertisement, combined with the historical placement of the advertising account and the data of related industries, and no longer requires the first stage of data accumulation after the upgrade of the system.1  


After using oCPC, works that need to be adjusted by the people (such as checking keyword rankings, adjusting keyword bids, matching methods, etc.) will be reduced. However, there are still some problems. For example, the advertising cost suddenly cannot be consumed; the conversion effect is not good.


So how can the oCPC advertising plan get impressions quickly? How should ads be optimized? This article has sorted out three common problems suffered by advertisers. Let’s see how oCPC should be optimized! 


1. Why was it difficult to show oCPC at the beginning?

There is a learning period in the early stage of promoting oCPC. The system needs to explore enough conversion data according to the basic settings of the advertisement to identify what conditions and characteristics are required for conversion. The learning period is divided into three states:

(1) Learning: the system learns the transformed data and identifies the conditions for transformation.

(2) Learning failure: The system does not obtain enough conversion data to identify better conversions.

(3) Learning success: The system has completed and accurately identifies conversions' characteristics. Meaning that this oCPC advertising plan can be stably launched with a high probability and obtain more conversions.


If you want oCPC to be delivered stably and get more accurate traffic, the prerequisite is to accumulate enough conversion data. According to the different bidding modes of oCPC, the requirements for the number of conversions are:


 




2. The traffic of the oCPC advertising plan is unstable; what should I do?

If the ad performance is inconsistent, we need to check several aspects:

(1) Keywords:

  • Check the search terms. Reject the problematic keywords with high consumption, and no conversion is found.

  • Covering the shortage of business by adding effective keywords that could increase the traffic.

  • Bid the core keywords with a higher price to improve the ranking of the 1st SERP to increase the conversion volume.

(2) Corresponding content: 

  • The keyword should correspond to the creative content of the advertisement, regularly optimize the ads creative, and add more advertisement styles to improve the ads’ click-through rate.

(3)Corresponded to the landing page:

  • Check whether the keyword corresponds to the landing page’s content. Modification is needed if there are differences.

(3) New advertising plan:

  • If the problems still cannot be solved after finishing the above steps. Consider canceling the original package or creating a new advertising plan.


 


Suppose you created a new oCPC bid strategy data package. In that case, it is recommended that you increase or decrease the applied advertising plan and try to be somewhat different from the application scope of the original data package.


In addition, after entering the second stage of oCPC, especially in the early stage (generally the first three days). As the system is in the learning and exploration stage, making small changes is recommended according to the actual situation. However, please keep in mind that do not make frequent adjustments to disrupt the system’s learning.


Suppose you created a new oCPC bid strategy data package. In that case, it is recommended that you increase or decrease the applied advertising plan and try to be somewhat different from the application scope of the original data package.


In addition, after entering the second stage of oCPC, especially in the early stage (generally the first three days). As the system is in the learning and exploration stage, making small changes is recommended according to the actual situation. However, please keep in mind that do not make frequent adjustments to disrupt the system’s learning.


3. What should I do if the conversion effect of oCPC ads is poor?

For oCPC ads, optimizing the promotion page is still very important. The system will estimate the conversion rate of the oCPC advertising plan. The better the page’s quality, the higher the conversion rate and the better the oCPC effect.


There are two main points in optimizing the promotion page:

(1)You can put as many different landing pages as possible and correspond to the promoted keywords. For example, promoting a program to study abroad while the landing page focuses on an MBA program may miss out on potential customers.

(2)The conversion button on the page should be as conspicuous as possible and easy for users to click.


 

If you want to know more about the use of oCPC advertising, you are welcome to contact us: enquiry@so360.hk.


[1] Baidu. (2022). Details of oCPC model: http://yingxiao.baidu.com/product/active/detail?from=yingxiaoSearch&detailId=1347

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