Reflections on the ranking of bids

Since 2011, the CPPCC Committee members proposed the development of Internet search marketing and promote the transformation of small and medium-sized enterprises to change the marketing approach to combine the recommendations, search engine marketing began to enter a stage of prosperity and development, on the one hand, the development of search marketing is supported, no longer like the past is stomach Fei; NET e-commerce potential becomes inevitable. It is understandable that the traditional enterprises to enter the electric business, the fastest and most effective way not to search marketing mo.

Search marketing is a big category, from the station to the vertical search to the traditional bidding, of course, there are also a variety of search patterns and profit models need more enterprises to research and exploration, regardless of that way, whenever involved in search and ranking, will have an indispensable relationship with the bidding. Today, the author of the bidding ranking of some ideas and we discuss the situation of bidding rankings, so that enterprises have a basic understanding of the promotion of bidding rankings.

　Is the bidding ranking "a machine for burning money"?

Now there are some claims on the network, said the bidding ranking is "Burning Money machine", these claims are half out of the bidding rankings are not very familiar with the mouth of people, there is the mouth of SEO practitioners. So, do you burn money in a bidding position?

It is well known that the bidding rankings by click Charges, if there is no cost of the account will not be able to appear in the search home, if the key words price is high enough, the cost is considerable, for small and medium-sized Enterprises is indeed some "burning money." And there are so many companies in the bidding rankings is why? such as Lenovo and other enterprises are even doing promotional expenses 100,000/month brand promotion (Baidu ranked one of the bidding).

I think, whether feel it in the burning of money, mainly to see the final effect, if you burn 100,000 can earn back 200,000, whether it is also called burning money? The final result of the bidding rankings, not after the customer search in the first to see you, more still to be from the conversion rate and other aspects of comprehensive analysis, This requires the company's network promotion managers to establish a scientific bid ranking point of view.

　Pros and cons of bidding rankings

The advantage of bidding ranking is that the key words in the short term, the position is suitable for customers to find, do not click will not charge and can be displayed, the new ranking methods such as Baidu's Network Alliance promotion, brand promotion, etc. can let enterprises and products to obtain all-round display.

The disadvantages of bidding rankings include: Users who do not use the search engine cannot see the effect; some key words are not acceptable to SMEs;

Many search engines have taken corresponding measures in inadequate areas, take Baidu as an example, for not using the search engine crowd situation, launched the Network Alliance promotion, people browsing certain websites when you can see the promotion of Baidu ads; Baidu's customer management background has now increased the IP segment shielding function to prevent malicious clicks, And the cost of malicious clicks can be returned by appealing.

The above two points, has made a great deal to compensate for the congenital insufficiency of the bidding rankings.

What kind of enterprise is suitable to do bidding ranking

In principle, any enterprise can participate in bidding rankings, even individuals want to do promotion, as long as open an account village costs can do bidding rankings. And in the actual operation of the time, because the price set unreasonable, lack of scientific co-ordination and other reasons, resulting in the enterprise to do the bidding rankings after the effect is not ideal.

　In the following situations, you can select the appropriate bidding ranking promotion:

1. Brand Promotion: Need brand promotion and product brand concept implantation, omni-directional multi-angle display enterprises and related products.

2. Increase popularity: products have been listed, but lack of popularity, need more publicity to improve product sales.

3. Corporate publicity: own products, but too many of the same products, customers do not buy, the need to promote both enterprises and products.

4. New online: Just set up a website, need to quickly increase visibility.

5. New product Promotion: Just launched new products, with multiple keywords have chosen to carry out the relevant network advertising coverage.

6. Event Marketing: Business-related events can be put forward a few key words, short-term efforts to promote the big.

The scientific management bidding ranking

Bidding rankings have developed to the present, there is a system of operation, a number of search engines based on their own experience to develop the management background. From the user point of view, the more detailed background of the more powerful, the use of Google backstage people will be sure to lament the complexity of its background, is not casual familiar with the two days can operate. In terms of domestic search engine, Baidu's management has done the comparison in place, familiar with the auction ranking operation can be further in-depth understanding, here no longer mention.

It needs to be explained that every person who manages the bidding rankings should set up a scientific competitive position. To be due to the time, by the ground, because of the word, due to a variety of circumstances such as the cost of comprehensive management of keywords, or word promotion, or Word group promotion, or regional promotion, or in conjunction with the promotion of the network, or for the special case of activities to promote, Multiple ways of cross promotion can maximize the effect of keyword, and improve performance.

It is suggested that each of the relevant personnel engaged in the bidding ranking in this area in-depth research, write some more scientific and better bid ranking promotion program to make the network promotion of enterprises better.

The above is the author of the auction rankings of some immature views, we have what different views, welcome to Pat Bricks, grateful.

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