Baidu search CPC/eCPC/oCPC in one article

When promoting, many students often cannot distinguish between CPC, eCPC, and oCPC . When and how should these CPCs be used? Today we will take a look at these three billing methods.

CPC: Manual bidding, click-through billing, charging according to the price of each ad click. For example, Baidu’s price per click is 0.5 yuan, then the CPC of Baidu promotion = 0.5 yuan. There will be no deduction for clicks, no deduction for display.

eCPC: enhanced CPC, increased CPC, is a semi-intelligent bidding. Under the principle of setting a basic bid, it conducts intelligent bidding according to the bid range set by the advertiser. The bid shall not exceed the product of the basic bid and the maximum bid coefficient.

oCPC: Optimized CPC, optimized version of CPC, is a smart bidding. Under the premise of ensuring conversion costs, the system independently bids based on the user's value to the advertiser and the competitive environment.

CPC: Bidding advertising, ranking = CPCX quality. When the quality remains unchanged, the higher the CPC, the better the ranking.

eCPC: Like CPC, it is still charged on a click-by-click basis, but the Baidu system will be given a certain price adjustment range based on the advertiser's settings. Based on the original bid, the advertiser can increase the price within the set coefficient range to compete. For example, if the bid is 1 yuan and the maximum coefficient is set to 2, then you can compete for the advertisement with the maximum bid of 2 yuan. If the competition is successful, the click fee will be calculated based on the bid of 2 yuan instead of the original bid of 1 yuan.

oCPC: Like CPC, it is still charged on a click basis, but the oCPC model will directly bid according to the value of the population and traffic to the account. It is possible that the bid will be much higher than expected. For example, the original bid is 2 yuan, and the oCPC second level bid is 100. However, oCPC guarantees the conversion cost of the advertiser. As long as the conversion cost of the word is within the expected range, there is no need to worry about how much the system pays.

CPC = the next ranked advertiser (bid x quality) / own quality. Baidu's CPC formula previously added 0.01 to the end, but now the 0.01 has been abolished, and only the bid and quality are calculated.

eCPC = basic bid x premium coefficient range. The billing method is the same as CPC.

oCPC = smart bidding, the system bids independently based on user value and competitive environment, and its billing method remains consistent with CPC.

CPC: The bidding control is strong and the sales volume can be strictly based on the bid.

eCPC: Bid control is moderate, and bids can be made within the specified range without bidding higher than expected.

oCPC: Bidding control is weak and the bidding is already in a managed state. It is possible that the bid will be much higher than expected. The main purpose is to control costs and ensure that costs are in line with expectations.

CPC: Manual bidding. Optimizers need to pay close attention to keyword rankings and adjust bids from time to time to ensure ranking results. Suitable for advertisers who need to strictly control click bids, do not accept smart bidding, have rich bidding experience and have more time to manage accounts.

eCPC: Semi-intelligent bidding. Optimizers need to pay attention to conversion effects from time to time and adjust the bidding range. It is suitable for advertisers who do not need to strictly control click bids, do not need to strictly control costs, and need to get more conversions. When the display/click volume is small, you can combine experience, manpower as the main factor and system as the auxiliary factor to set the range bid. At this time, eCPC is applicable. If there is no dedicated person to manage the account, the budget is small, and the conversions are scattered, it is also recommended to use eCPC to give the system some space to find more conversions. At the same time, advertisers can also control the bids, so it is not easy to run away.

oCPC: Intelligent bidding. Optimizers do not need to pay attention to the bidding of keywords, but only need to coordinate whether the conversion cost meets the needs. Suitable for advertisers who assess conversion costs and have sufficient conversion data.

CPC: Generally, we choose to use the marketing funnel and the four-quadrant rule. You can search for relevant articles on the official account for specific content.

eCPC: The optimization method is the same as CPC.

oCPC: In oCPC, if you want to be more competitive, you need to increase eCPM. eCPM=CPA*CTR (creative click-through rate)*CVR (landing page conversion rate). Therefore, the optimization direction can start from these aspects.

▸ Optimize CPA:

When setting the initial CPA, it is recommended not to set it too high, but to keep it within a controllable range, such as how many conversions you hope to have in a day, and then set the cost based on the existing budget.

If it is set too high, you will get fewer conversions within a limited budget. Over time, the system will roughly figure out the amount you need, and the traffic allocation will gradually become less and less. Therefore, it is necessary to set the CPA reasonably, and even set it slightly lower than the original expected CPA in the initial stage (not less than 80%), and then gradually increase it. The recommended CPA downward adjustment range is [5%-10%], and the recommended upward adjustment range is [10%-30%]. Adjusting downward may reduce the conversion volume, so it is necessary to adjust downward in small amounts when making adjustments. Adjusting upward more within an acceptable range can help increase the volume quickly.

▸ Optimize creative CTR:

Advertising creativity = creative materials and copywriting + advertising style

Copywriting:

Note that the title should be concise and fluent, highlight the selling points, and it is recommended to use keywords and region insertion

Pay attention to the following aspects in description: structure, highlight advantages, use special symbols or numbers, pay attention to the red and smooth

Creative images: clear and attractive

Style:

Submit both advanced creative styles and flash style suggestions. Diversified styles can increase click-through rate

It is best to enable the clue-pass component style to increase click-through rate and conversion rate

▸ Optimize landing page CVR

The landing page design should be simple, with not too many colors. The three-second principle (seconds to open, seconds to understand, seconds to accept) should be followed. Pay attention to the reasonable arrangement of conversion entrances and simplification of conversion paths. It is recommended to comply with the FAB rule. The design of the landing page from beginning to end must follow certain logical rules.

Summary: There is no bidding method that is better than another one, only the method of use is appropriate. CPC is not smart, but the effect may not be better than the semi-intelligent eCPC and intelligent oCPC. According to your own promotion scenario, choose the bidding method that suits you. A small-budget CPC account can also outperform an intelligent oCPC account.

Author: Little Sister Aiqi

Source: Aichisem