搜索推广怎么样正确选取出价策略，CPC还是OCPC？
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">源自</span>：百度营销服务联络中心（ID：baiduyingxiaocc）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">出价是<span style="color: black;">宣传</span>投放效果和ROI的重要决定性<span style="color: black;">原因</span>。人工出价（CPC）和<span style="color: black;">目的</span>转化成本出价（OCPC）各有<span style="color: black;">优良</span>，CPC<span style="color: black;">能够</span><span style="color: black;">帮忙</span><span style="color: black;">宣传</span>抢得高排名高流量，而OCPC稳定<span style="color: black;">宣传</span>成本，更<span style="color: black;">有效</span>达成提效<span style="color: black;">目的</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">CPC vs OCPC，<span style="color: black;">宣传</span>主应该<span style="color: black;">怎样</span><span style="color: black;">选取</span>？本篇<span style="color: black;">文案</span>助你<span style="color: black;">处理</span>“<span style="color: black;">选取</span>困难症”，用好出价策略，<span style="color: black;">宣传</span>提质提量。</p>
<h1 style="color: black; text-align: left; margin-bottom: 10px;">新账户优先<span style="color: black;">选取</span>CPC</h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">OCPC系统<span style="color: black;">经过</span>历史投放数据的学习，<span style="color: black;">才可</span>准确地预估流量可能带来的转化价值，<span style="color: black;">保准</span>转化成本相对稳定。新账户<span style="color: black;">无</span>历史数据支撑，<span style="color: black;">茫然</span>投放OCPC，大概率会<span style="color: black;">显现</span>单个点击价格飞高的<span style="color: black;">状况</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">因此呢</span>，无历史投放数据、且无投放经验的<span style="color: black;">宣传</span>主，<span style="color: black;">意见</span>初期选择CPC出价，逐步探索适合的点击成本，数据充分后<span style="color: black;">安稳</span>切换为OCPC出价。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">由于</span>CPC<span style="color: black;">能够</span>人工调节出价，<span style="color: black;">因此呢</span><span style="color: black;">亦</span>适合对<span style="color: black;">宣传</span>的展现有<span style="color: black;">必定</span><span style="color: black;">需求</span>、愿意<span style="color: black;">运用</span>较高出价来<span style="color: black;">保证</span>上方展现胜出率的计划，<span style="color: black;">尤其</span>是旺季大促、<span style="color: black;">制品</span>上新想要获取较高的排名时，就适合<span style="color: black;">选择</span>CPC，抢量效果更好。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">宣传</span>主怎么样<span style="color: black;">才可</span>用好CPC出价呢？关键是以下三点：</p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">掌控</span>平均点击价格</h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">意见</span><span style="color: black;">按照</span><span style="color: black;">目的</span>对话率，结合预算进行反推，看当前均价是不是能买到足够的流量，判定CPC<span style="color: black;">是不是</span>均价过高。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">如<span style="color: black;">显现</span>均价过高的问题，<span style="color: black;">意见</span>降低出价，<span style="color: black;">提高</span><span style="color: black;">宣传</span>质量度和竞争力，<span style="color: black;">恰当</span><span style="color: black;">运用</span>智能与短语匹配。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">小预算账户不要<span style="color: black;">茫然</span>出价抢排名，排名越高并不<span style="color: black;">寓意</span>着点击率越高，效果越好，创意不吸引人，用户<span style="color: black;">亦</span>只会一眼掠过。</p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">掌控</span>流量比例，<span style="color: black;">选取</span>适合的关键词</h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">品牌决策<span style="color: black;">周期</span>词（品牌词、<span style="color: black;">制品</span>词）为核心流量，CVR高，深层转化好，低预算的<span style="color: black;">宣传</span>主<span style="color: black;">能够</span>重点布局该<span style="color: black;">周期</span>关键词。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">而预算充足的<span style="color: black;">宣传</span>主，<span style="color: black;">能够</span>积极拓展<span style="color: black;">制品</span>对比<span style="color: black;">周期</span>词（通用词、竞品词、人群词），<span style="color: black;">掌控</span>各<span style="color: black;">周期</span>流量占比，探索流量蓝海。</p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">提高</span>页面转化率</h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">意见</span><span style="color: black;">保准</span><span style="color: black;">宣传</span>关键词-创意-落地页之间的强<span style="color: black;">关联</span>性，<span style="color: black;">宣传</span><span style="color: black;">关联</span>性差，将会<span style="color: black;">引起</span>潜客<span style="color: black;">没法</span>准确理解可接待业务范围，带来不<span style="color: black;">关联</span>的线索留资。</p><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-axegupay5k/f8b01e4081814d1bad2439c863cd32ae~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1728491163&x-signature=SeZ9u1igNbl59pebucCJqtMEEcA%3D" style="width: 50%; margin-bottom: 20px;">
<h1 style="color: black; text-align: left; margin-bottom: 10px;">关注成本考核<span style="color: black;">选取</span>OCPC</h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">想要投好OCPC，先<span style="color: black;">调节</span>投放思路：</p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">掌控</span>账户<span style="color: black;">调节</span>频率</h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">运用</span>OCPC出价<span style="color: black;">不消</span>纠结排名，时刻盯着出价，OCPC系统会<span style="color: black;">按照</span>流量预估进行智能排名，流量质量高，就会高出价高排名，流量质量低，就会低出价低排名。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">因此呢</span>，OCPC核心关注转化量和转化效果，<span style="color: black;">意见</span>多观察，少操作，拉<span style="color: black;">长时间</span>数据关注转化量、转化成本以及成交率。</p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;">拓展账户流量</h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">OCPC<span style="color: black;">做为</span>系统实时竞价，非常依赖历史转化数据规模。转化数据稀疏，系统便<span style="color: black;">没法</span>准确预估流量的转化价值，难以实现稳定投放。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">保准</span>充裕的流量供应非常重要，不要只追求<span style="color: black;">精细</span>流量，要<span style="color: black;">提高</span>泛流量的比例。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">系统会对流量挑肥拣瘦，自动去除低转化预期流量，<span style="color: black;">帮忙</span><span style="color: black;">宣传</span>主竞得最合适的客户。</p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">掌控</span>创意点击率</h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">OCPC只能影响创意展现位置，<span style="color: black;">然则</span>决定不了用户<span style="color: black;">是不是</span>点击创意。<span style="color: black;">倘若</span>创意、落地页质量太差，点击率、转化率<span style="color: black;">小于</span>行业均值，系统将优先给其他转化率更高的<span style="color: black;">宣传</span>分配流量。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">宣传</span><span style="color: black;">重点</span>着重优化创意和落地页，前置卖点，直击重点，核心<span style="color: black;">明显</span><span style="color: black;">制品</span>/服务的<span style="color: black;">优良</span>、独特性和专业性，激发用户兴趣，<span style="color: black;">促进</span>留资和成单。</p>
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