The crux of Baidu's bidding ranking

Some time ago, Baidu was hit by CCTV's bidding rankings, which brought a great blow to Baidu. After this exposure, more and more people began to pay attention to Baidu's "bidding ranking" profit method. Many people began to accuse Baidu of being black-hearted and violating the search engine spirit. Google has also launched the "trustworthy search engine" advertisement (this is just a marketing strategy, so I will not talk about it here ). Although many people focus on the "bidding ranking" mechanism, I think the key issue is not here, but the search engine advertisement needs to establish a good reputation!

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In order to avoid the bidding storm, Baidu's bidding logo is quietly changed to promotion

I remember seeing a survey, saying it was to give a message. It judges the reliability of different media. Among them, the newspaper is the highest, the TV is the second, and the network is the last. This shows that people do not have enough trust in the network, which is understandable. After all, the network is a mixed world. However, even newspapers, tabloids, and a lot of false news; even TV stations, there will also be thunderous TV Shopping advertisements. Therefore, reliability is relative. Therefore, an image with high reliability and credibility can be established on the network. If such an image is formed, it is more valuable than the previous two.

Let's talk about Baidu's bidding rankings. To be honest, this is not Baidu's originality. As early as nine years ago, foreign search engines have adopted this method. Baidu didn't want to become an independent search engine at the beginning, just because there was no way to go, and it supported Baidu to become an independent search because Li Yanhong saw the potential of the "bidding ranking" model. (You can take a look at the introduction in Li Yanhong's Baidu world to find that bidding rankings are a very common method of making profits for search engines.) We should also understand the search engine, after all, search engines are enterprise behaviors. In this case, what are the reasons for profit?

However, I am not talking about Baidu. I am just saying that it is not about the bidding ranking, but about the unprincipled bidding ranking. However, now we have to beat and beat the bidding rankings again, which is too extreme. Let's talk about TV advertisements first. Why do many companies spend a lot of money on TV advertisements and ask celebrities to speak for them? In fact, CCTV represents Trust, formal, and stars represent the strength of the company. We will think that the products advertised on CCTV must be qualified products with good quality. We are relieved by CCTV. In fact, many enterprises produce similar product quality, and the difference between them is the brand strength. To promote a brand, the best way is to get recommendations from other strong brands. CCTV advertisements are to authenticate the brand power of CCTV to other brands. If the same product advertises on a small radio station and invites unknown people, the confidence will drop. If it is difficult, it will give people a sense of shanzhai.

Although we are bored with advertising and do not believe it, our consumption behavior is deeply influenced by advertising. The advertisement adds Trust, vanity, and even demand to the product, and creates and guides consumption behavior! Seriously, it also leads to consumption "! The most typical is Coca-Cola. Does Coca-Cola admit that it is just a company that sells carbon dioxide and caramel water, but it does not prevent people all over the world from chasing its products like fools? Coca-Cola spends a huge amount of advertising money each year to show you why you want to drink Coca-Cola. In the end, you just want to have fun drinking soda, and you are very proud. Coca-Cola can stop anything, But advertisements cannot stop. In a sense, Coca-Cola is the biggest fraud company, and its flickering technology can be regarded as a peak, selling the Coca-Cola brand air. It creates a great deal of consumption! (Oh, it's a little digress !)

Coca-Cola luxury ads

The most important purpose of advertising is to increase brand strength. Therefore, the advertising means are extremely important, and the selected advertising media plays an important role. Back to Baidu's bidding rankings, Baidu's advertisement is suffering: Baidu is not a trustworthy advertising provider. This is very important, and it does not have much to do with its search engine identity. If Baidu is considered to be an untrusted advertising provider, It is not eligible to improve the brand strength of other companies. In addition, there is also the suspicion of downgrading! This is very important for advertisers! Imagine, when people think that Baidu provides fake advertisements, do advertisers dare to advertise on Baidu? Do consumers dare to trust Baidu's advertisements?

So What Baidu is worried about now is not the fairness of search results, but the credibility of its ads. To be honest, it is hard to say that there is much information on the network, which is far behind the network. Baidu has concealed advertisements in its natural results, which makes people feel uncomfortable and always feels cheated. Furthermore, if the advertisements it provides are reliable, useful, and false, this greatly damages the search image and compromises the advertiser's confidence in Baidu. Only after the advertisement is processed can the search be processed properly. Imagine an extreme good situation: If Baidu's advertisements are highly credible, people will regard Baidu advertisements as Baidu's selected search results, and even prefer Baidu's advertisements; if it reaches this level, it would be a perfect match! Like Google's PageRank, many people will judge the quality of a Website Based on PageRank (only PageRank does not accept advertisement intervention ).

To ensure that advertisements are credible, it is natural that advertisers should be reviewed, rather than those who refuse, but this involves another question. How Does Baidu review advertisements? In fact, this is also a problem with all the advertising media. When we contact the celebrity advertising portal frequently in the past, we can see that no one can review the advertisement very well. Therefore, I believe that new advertising media can establish their own professional review institutions, although the cost is very high, it is indeed difficult to review advertisements from all walks of life; but once such a mechanism is established, the advertising credibility will be improved, the advertising revenue will soar, the brand image will be greatly improved, and the certification of other brands will be more convincing.

In the final analysis, only by improving your credibility will you be eligible to enhance the image of other brands. This is the core competitiveness of advertising media and the crux of Baidu's bidding ranking. The mistake is not in the form of bidding ranking, but in the reputation of bidding ranking.

 

Source: The crux of Baidu's bidding ranking
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