Where is the way to bid ranking?

What good things come to China will sour. Baidu relies on search engine rankings and keyword advertising development to today's scale, the main entry point is to let the viewer is not clear is the auction ranking or natural search results. And he relied on this unique but somewhat grey model to make a huge commercial success. Whether the industry depth or geographical expansion, Baidu keyword advertisers in Beijing, Shanghai, Yangtze River delta, Pearl River Delta, such as the popularity of the developed areas has been very high, but in fact, customer satisfaction has been in the lower channel.

First of all, although the auction ranking is the most close to the cost of the model, but in fact, the effect refers to clicking Click, rather than lead (sales leads), that is, many people may point to the site, but immediately left. So Baidu collected money, but the interests of advertisers did not reflect. However, to improve the conversion rate (from the point of view to the lead, such as calling advertisers) is not so simple, need to be in the content of the site animations, interactive site functions, background information monitoring and management functions and so on. General enterprises, especially SMEs do not have this ability.

Second, although the long tail theory is deeply rooted, but the real ability to understand and apply the long tail keyword theory to search engine marketing ads are rare. Almost all the advertisers are scrambling for a few commonly used keywords, some words units click the price of dozens of yuan, hundreds of dollars, can be sure that the words click to bring the ROI is very poor.

Again, due to the openness of the network, Agent fraud abuse, competitors malicious click of the situation is difficult to prohibit. Such disputes and disputes will be more and more in the future.

Therefore, the search engine advertising effectiveness evaluation will become empty talk. Lost the actual effect, even if have the advanced backstage effect management system also useless. These problems, the actual is not Baidu's fault, nor Baidu can solve, of course, is not the advertisers can solve the problem, this is the inevitability of the industry situation, because the industry chain inside the lack of professional service agencies to solve these problems. This kind of service organization must learn to guarantee The advertiser's return on investment in the commercial competition, otherwise he will be eliminated. And now the ranking agents or the general Network advertising agency, or even, can not be truly responsible for the effectiveness of the customer.

Then look at the database marketing industry, is entirely another painting. Although in the database marketing is very hot, but actually thunder, little done, really only the industry can know the ups and downs of this. Most of the customers, the database marketing to understand the use of data directory to send direct, send mail, call, do visit, in the underground channel 50 yuan to sell 5 million business directory CD-ROM is also known as the database marketing. Of course, direct mail, email, telemarketing is also a form of database marketing, or direct marketing direct marketing. But the real power of database marketing is data analysis and mining, collect customer information to analyze and process, and classify customers to obtain new customers, maintain old customer relationship, is closer to the concept of customer relationship Management CRM. This is a lack of market in China today. First of all, the average enterprise does not have data for service providers to analyze, even if there is also the possibility of secrecy of the oriental conservative ideas will not be touched by outsiders, and the real customer list and consumption records of enterprises such as medicine, aviation, telecommunications, finance and other industries, it is very likely to deal with the data Therefore, due to the demand of the market situation, the database marketing service slowly morphed into a direct marketing that can only do direct mail, telephone verification data, e-mail and so on.

When we combine the status quo of these two industries, we find that they will converge into a new service model. PPC Advertisers can use the database marketing service providers in using data, analysis of data, to find business opportunities and management opportunities to improve the effectiveness of advertising, database marketing services companies can find more quality customers and opportunities. As more and more businesses and individuals look for products and services that are of interest to them through the Internet, especially search engines, sales leads (opportunities) in almost all industries are increasingly found in search results. The company or individual that uses search engines to search for a product is almost always the sales lead for the product. If you can obtain, record and report these business clues, it is the advertiser's real "effect" and return. Database marketing Service Providers naturally have this ability.

From the development of the database marketing industry in Europe and the United States, also reflects this trend. For example, the UK's database marketing giant Experian, their interactive marketing interactive marketing division as a percentage of total revenue, although not high, 2005 turnover of 161 million pounds, the annual growth rate reached 37%, The growth rate of other parallel sectors, such as credit reports, is more than 5 times times faster. The main business of interactive marketing is online lead generation, the on-line Business Opportunity Acquisition service. Through the Internet banner, text chain, email newsletter and search engines, the consumer to guide the customer's website, and then through a series of technical and marketing tools to get the list of business interests.

In a word, for advertisers, find a database marketing knowledge of the service company can guarantee the effect of advertising, and for database marketers, the Internet and network marketing is blue Ocean. More enterprises in the trial bid ranking service after the ups and downs, it is necessary to find a comprehensive guarantee of the effectiveness of the service providers to provide continuous services. This is an irreversible market trend.