Lao Zhang's Moving Company (outside a) Google's wild look

Google in 2010 to provide a dazzling new products and product updates, dense to even my so-called Google eat people feel anybody. Before the end of last year, I wanted to review and review the product updates related to AdWords, and the results were longer and more lost. This year, see Inside AdWords Blog 2010 years Review <<10 of our favorite AdWords innovations for 2010>>, the coverage of the content and I wrote more than half of the Bowen overlap is very high, Also lost the power to complete the original. (This again explains that blogging is a "quick" word) students who care about AdWords can go over the wall to see this official blog, I think it is very valuable to the heavy AdWords users.

Aside from specific product updates, I think we can talk about Google in 2010. Especially in the Chinese market, despite the withdrawal of the turmoil of the toss Google has not been a serious participant (want to go out easy to come back hard ah!), but Google's business thinking is worth the country's three major lessons.

First of all, the most important change that AdWords has had in 2010 years (I personally think) is that the content network has been renamed as a display network. This is not mentioned in the official AdWords blog, but also normal, because the original mentioned is AdWords's innovative products, renaming this thing is probably not an innovation. But I thought the change of name (to Google and the internet market in general) might be more significant than the 10 product innovations combined. Before, in the content network on the display of advertising, we have been more entangled in a problem is how to put the ads to the relative corresponding to the topic of the show below. The problem in AdSense is the content of the network subject is relatively easy, because most of the use of AdSense site to Google to provide a/many topics, but in the integration into the DoubleClick resources, after the more complex; and social media after the tide set off, It's almost an impossible task-if we think about it, we'll find that many commonly used sites are difficult to define with one or several content topics, and we all want to diversify the platform. What Google is good at is language based information organization and distribution, which explains why its pace is slow and wavering in the display area. As a corroboration, the content network in the practice of foreign trade is a good resource database for many network marketers. Because a lot of people can find the space that Google ignores to optimize ROI, if Google is as good as search in the content network, then there should not be so many so-called 1 cents in the CPC's advertising resources -as competition intensifies and Google's technology improves, it's not easy to do it now. But the display market is not only a truly huge market, but also the fastest growing market. Just a year ago, the Yahoo Show network occupied North America's largest market share, just six months ago, the boss's position was captured by Facebook. By the third quarter of 2010, Facebook accounted for a 23% share of the market, with Google showing only more than 10% of Facebook's web presence. The display advertising market grew by 22% compared with 2009, while Facebook's growth came more from the new share than from the looting of the original market.

　　

Internet marketing has been shouting the next hot spot is mobility, which is localized. This aspect of the advertising revenue mainly through the display of advertising to achieve, which shows the strategic significance of the display market. I tried to find a comparison of the revenue share of the display with the search ads, but I didn't find one. The impression that the display itself has been the original higher than the search income share, just do not know how the changes since 2010. The transformation from content networks to display networks also makes it easy to understand the intent of Google's GoogleTV, mobile Platform (Android), Business Platform (ITA) search platform. The difference between search and display is initiative. Search advertising has a strong point of view, precisely because the search user itself has a more specific purpose, this is a pull action. And show, more is push. The same is the push, the display is good or not depends on what you push the past is the user needs. Google can invest in 10,000 of unprofitable products, in which it only needs to provide the best user experience, so that users are willing to use it. While acquiring the user information, it is more and more understanding to the user, thus pushes to the user the service/product which they may need. As an information platform, Google's tentacles are diverse, but as long as there is advertising such a profit tool can take all, what services/products are excluded ads? The ads here are all about the display, and precisely, the highly customizable display that provides a good user experience and promotes ( Revenue growth for advertisers and Google.

　　

Now that we've talked about the user experience, let's talk about the product updates for AdWords itself. Most of the products summarized by AdWords Official blog, such as ACE (series test), search funnel (searching funnel), enhaned CPC (Automatic CPC), BMM (widely matching customization), remarketing (behavioral positioning Marketing) It seems to me to be a fine management of the account. Search Marketing has many marketing strategies to consider, but first is based on the technical tools of marketing, now skilled search marketing managers can use the tools provided by Google to play flowers, this is not excessive. Taking the position of a third party agent who has been an employee, I feel that AdWords now provides the tools that are already in scope and precision beyond the standard of most agent tools available on the market. The market's leading tools, such as efficient frontier or kenshoo, no longer have the absolute advantage of optimized results, and I'm afraid the next step is to play data security cards for big clients.

In last May's Semwatch line activity, I also sang with Gongxin Anti-tune, according to own practice result suspected Google CPA automatic optimization effect. But over the most of this year, Google's automatic optimization has been a refreshing improvement, most of my own operations in the series are already using Google's CPA optimization tool, only two key accounts are still hand-managed, but also use the enhanced CPC. It's not surprising that Google's optimization tools are accurate, and that all Third-party proxy tools run on the basis of existing data to simulate predictions, and Google itself has the most complete and unbiased real-world search data and world-class computing power. Really meaningful is to improve the effectiveness of the tool this thing, discussed before, automatic optimization tool threshold is not low, Google in a year to come up with so many fully tested new products, the existing products are also constantly optimized, the cost of investment is not small. What is the purpose? Nothing more than to provide customers with a better user experience.

In the discussion of the content network, I also mentioned some of my own small practice. When I use a presentation location to define a specific target site/web page to advertise, the CPC is often much more expensive to pay than the entire network. As a result, I have to test all the target sites to verify how the ads are put. Most of the time, the number of clicks on the target site that is being used to advertise the entire network is more and less expensive, and the price I pay is paid for clicks from non targeted sites. In the state of fine management, this is a three-win model. As advertisers, I do not care about those invalid clicks, as long as the effective click of the price is reasonable enough, as publisher, they provide the display may be fully sold, not by my advertisers such as discrimination, and as Google, in providing a better user experience while achieving revenue maximization. As long as the price is reasonable, there is no real garbage flow in the world show, Google is the best combination of the most NB of the one.

　　

But what really struck me was not these sophisticated advanced applications, but some of the less-noticed products, including the Official blog post: Product ads, AdWord callmetrics (Gvoice Telemarketing), Click to Call Extension (don't know how to flip), AdWords Automated Rules (AdWords Automatic rule optimization), and posting not mentioned boost ads (Google location ads), Auto Targets (auto positioning) and TV Campaign (TV advertisement). This is the place where the blog post is finally related to the old Zhang. If old Zhang's good luck is in the U.S. market, then they can use a very cheap and even free way to search marketing, and, better still, they don't even need to move a lot of brains. For example, does Lao Zhang need to know AdWords? or need, but just a little bit is enough, will open an account, know how to create the first campaign. As a Google merchant user, Lao Zhang can publish the location information directly in the account, and simply edit the advertisement to make the advertisement visible to the users of the surrounding search map, this is the complete search/display ad, and in the initial stage (three months?) is free of charge. If Lao Zhang is a confused egg do not know how to locate users, how to bid, how to write ads, how to do? Using automatic positioning service, old Zhang as long as can say what they have products, can be in the AdWords hint to select a general category, and then throw out an expense standard, let automatic rule optimization to implement, Do not care how to find customers, how to put ads, the price of the launch. Lao Zhang does not even have to make the phone records, using Gvoice telemarketing, all from AdWords ad phone will automatically go gvoice number, and into the AdWords effect statistics. Obviously, it would be more advantageous if Lao Zhang were selling products rather than selling services. Because Google provides product advertising services can be in the ads directly show the product picture, price, user feedback and so on information. In other words, if you are a heavy user of Google, you know what you have, you know what you want, and the rest of it is left to Google. When I introduced these products to a friend of Baidu, the Baidu friend was shocked, because some of the products they can think of, but only a brainstorming phase, and Google's products in North America has been put into operation.

Look at this, on the one hand, Google is trying to make the pie bigger (cross-platform, large platform), while improving the user experience (both users and advertisers), but also in the effort to reduce the threshold of entry (this is for small and medium). Google can provide more and more complex products, but provide a more and more stupid way. When the platform is bigger and larger, users need or say should worry about the technical details are less and more, the hoodwink of the ambition of the support point is precisely the old Zhang, is the internet on the small players. Of course, also do not have to be scared by Google's ambitions, just mentioned those fool services in a short period of time is not worth, because Google's market share in the business is too small, in the short term in the social media and the ontology service providers, can not see Google's breakthrough point, These services must have a sufficient user base to be effective. I personally think the next possible breakthrough lies in the Android platform, but I'm afraid it still depends on the killer apps outside the maps. Google has a very big difficulty in information integration: How do you implement the concatenation of variable-current information? This is what Groupon has done (is it better to understand its motivation to buy Groupon). It has been mentioned before, based on search marketing, marketing based on user behavior, social marketing, and sales based marketing, there is an essential difference. To cross this different difficulty is very very big!

I have to admit, this is actually not very close to the old Zhang, because China's internet market is far from Google such a mature platform. But I still want to say, the old Zhang's spring is coming, the internet world is belong to the local, belong to medium and small. Perhaps we can still use group buying as an example to do a localized business description?

Original address: Http://semwatch.org/2011/01/smallcompanysemgoog

Case study: Lao Zhang's Moving Company (3)