Baidu search promotion important upgrade! Optimization center added oCPC delivery suggestion!

In Baidu search promotion, more and more advertisers adopt oCPC bidding strategy. At the same time, many front-line optimizers also hope that the optimization center can have some suggestions related to oCPC. I believe that the optimization personnel who advertise in Baidu already know the optimization center very well. At the beginning, there were search advertisements, and Baidu information flow advertisements also launched optimization centers. Through the analysis of accounts, the optimization center provides optimization suggestions for accounts and helps advertisers improve the effectiveness and efficiency of advertising. Its practical function is very great, and it has been widely used and recognized by front-line optimizers. Baidu search promotion and optimization center covers seven categories: orientation, bidding, budget, transformation, creativity, landing page and repair. These suggestions cover all important aspects of account arrangement. Just this month, Baidu Search Promotion and Optimization Center upgraded as scheduled, and added three suggestions for oCPC delivery, namely, increasing the depth conversion feedback enhancement effect for "conversion class", increasing the depth conversion target for oCPC bidding strategy, and setting conversion tracking for repair class! While adopting the above suggestions, the use of "oCPC automatic optimized delivery" can further improve the transformation effect. This is of great help and function to many small partners who do not fully understand oCPC or have many problems with oCPC. Let's follow me to learn how to use these suggestions! When we launched oCPC before, we made adjustments in the "oCPC" list based on the methodology provided by Baidu Marketing Institute or our own practical experience. In fact, the platform also provides us with diagnostic tools and related suggestions-through the "diagnosis" function in the list, we can optimize the oCPC effect. However, there is a disadvantage that each optimization and adjustment of oCPC is relatively independent, which is not conducive to looking at the problem from the whole account level and making overall adjustments. Now Baidu search promotion has added oCPC's suggestions in the optimization center, which is linked with suggestions from other dimensions to realize the unification of optimization at the whole account level. The first-line optimizer can make overall adjustment and optimization in the optimization center according to the suggestions given in seven categories. It is of great benefit to the advertising effect. Upgrade point 1: the promotion effect of adding deep transformation regression. Let's first look at the official explanation: why did we see this proposal? When you see it, it means that your account has not returned deeper conversion data, which is not conducive to full link monitoring and delivery effect (click-> Shallow conversion->; Deep transformation). what can I do to help? After returning the depth conversion data, it will not only help you to analyze the delivery effect, but also use the oCPC depth conversion target to further improve the depth conversion amount. Click View Details to see the depth conversion type and return mode suggested by the system. After returning the data, you can choose the appropriate oCPC bidding strategy to set the deep conversion target according to the oCPC launch situation. Interpretation: This suggestion is very helpful to improve the effect, especially for advertisers who require high quality leads. By increasing the "deep conversion return", the amount of deep conversion will be further expanded. The essence is a deeper optimization. When optimizing oCPC before, the first-line optimizer was mostly optimized shallow transformation. Now the system provides feedback and suggestions on in-depth optimization, which effectively solves the pain points of unclear in-depth optimization and few high-quality clues of many advertisers. Advertisers didn't add feedback before, but now they can add feedback according to account suggestions, so that the system can collect more accurate data. Upgrade point 2: increase the deep conversion target for oCPC bidding strategy. Look at the official guidance first. Why do you see this proposal? When you see it, it shows that some oCPC bidding strategies in your account do not use the deep conversion target, which is not conducive to the model to optimize the advertising effect more accurately. what can I do to help? Set the target of deep conversion and use automatic optimization, so that oCPC's automatic bidding strategy can better understand the user conversion link, thus further optimizing and expanding the conversion volume for you. Click View Details to see the depth conversion target recommended by the system for each bidding strategy. According to the actual account placement, we can choose to set the deep conversion target for the appropriate oCPC bidding strategy to further improve the conversion effect. Interpretation: Upgrade point 1 is to add a deep transformation return, and upgrade point 2 is to add a deep transformation target, the former is the basis of the latter. The former makes the system accumulate more accurate data by adding feedback, thus providing data support for deep optimization. After analysis, the system gives suggestions on adding deep conversion targets, which can help advertisers further improve the effect of deep conversion. If only shallow transformation is set before, deep transformation can be set according to the suggestions given by the system, which is beneficial to improve the quality of clues. Upgrade point 3: fix the class-set the transformation trace to see the official guide: why do you see this suggestion? When you see it, it means that some planned clicks in your account are not connected to the conversion data, so you can't directly link the click effect with the conversion for the time being. what can I do to help? After returning the converted data, it can not only help you better analyze the delivery effect, but also automatically optimize the delivery by using oCPC bidding strategy to further improve the delivery effect. Interpretation: We all know that the first step of oCPC is to set up conversion tracking. For many beginners, I don't understand it very well. As the official guide said, when you see this suggestion, it means that some planned clicks in your account are not connected to the conversion data, so you can't directly link the click effect with the conversion for the time being. Therefore, you need to set up conversion tracking. The repair class of the optimization center will give suggestions, and what the first-line optimizer should do is to add the transformation trace in time according to the suggestions, so as to access the data accurately. Easy to set up and optimize oCPC. Summary: On the whole, the three major upgrade points, repair class setting transformation tracking, are suggestions for accessing data sources and the first link of oCPC bidding strategy; Adding deep back propagation to the conversion class is the basis of oCPC deep conversion. Only accurate back propagation is beneficial to modeling and intelligent optimization. Adding the depth conversion target to the conversion class is the guidance of oCPC depth conversion. By setting the depth transformation target for the delivery package, the effect can be effectively optimized and the transformation amount can be expanded. In the actual delivery, we can make flexible settings according to the suggestions given by the system: if no conversion tracking is added, it needs to be added in time; There is no need to add deep backhaul in time; You can set the delivery package for depth conversion and set the corresponding depth conversion target in time. On the overall optimization level of search account, we can do this: 1: At the same time, refer to seven suggestions of optimization center and diagnosis: optimization center+planned diagnosis +oCPC diagnosis, and analyze the overall optimization together; 2.OCPC products are becoming more and more mature, from basic to deep, from shallow to deep. It is suggested that advertisers who have sufficient budget and large conversion amount but only do shallow conversion at present should dig deeper conversion from now on, which can effectively improve the quality of clues; 3. In the deep conversion of 3:oCPC bidding strategy, accurate feedback is very important. If your deep transformation effect is not very good, first look at the suggestions of the optimization center transformation class, and then check the data return, and often the problem appears in the return; 4.OCPC deep conversion must be combined with the actual situation of the account, and it is not suitable for deep conversion with little budget or very small conversion amount. Deep conversion is more inclined to those accounts with large budget, large conversion orders and large data accumulation. Therefore, if your account does not have the conditions for deep conversion, it is recommended to run shallow conversion first, and then run deep conversion after accumulating more data; 5.5: Automatic optimal delivery in OCPC bidding strategy is a better way of deep conversion bidding, which is recommended by the optimizer who runs deep conversion. At the same time, it should be reminded that the "setting conversion tracking" in maintenance suggestions must be checked more.