Overture first launched the bidding rankings, a time large and small engine flock, the industry is to be hailed as the most successful internet charging mode. The idea of bidding ranking itself is no problem, both the charging party and the paying party can obtain the maximum benefit, and it is a winning situation. But overture, Baidu and other existing models can continue to form a relatively stable mainstream business model has yet to be tested in the market.
In fact, Overture and Baidu's current model is rather fragile, success depends entirely on the cooperation partners. For overture, because of the current 95% of its Web site clicks from Partners, so there is no Yahoo, AOL, MSN, AltaVista and other large portals and search engine support, its bid ranking business can not become the climate, Baidu is the same.
The advantages of competitive bidding is obvious, the most rare is the popularity of the paid party, is currently the only level of users are willing to pay for investment in online marketing, so for the service provider it is a piece of white fat fat. In this case, the portal in line with the bidding ranking engine at the same time will not hit their own calculations. Large search engines are not to mention, they launched their own bidding rankings is justified: Originally, this is my cake, why should you piece?
It sounds strange to have a portal bid ranking, but it's just a matter of preconceived notions. Because the current launch of the ranking business is full-text search engine, so once Yahoo also came to bid ranking always feel a bit nondescript. In fact, the bid ranking is advertising, although linked to the search keyword, but it is not so much a search engine derivative is more close to the blood of advertising. Therefore, the portal to engage in bidding rankings can not, for example, Google AdWords advertising way can be used to learn from the portal (in addition to the chicken click Value outside of it).
So like Sohu, Sina has launched the so-called "commercial web site Promotion" Business Portal can also do bidding rankings? Will there be a conflict between the two? We can know the answer only by analyzing it in depth.
"Commercial website Promotion" in itself has the shadow of bidding rankings, such as Sohu's top three sites are ranked according to the bid, and other paid sites are ranked in order. But "commercial website promotion" the expense is relatively fixed, the time limit is also longer. And the biggest difference is the price is flexible to pay, not only for the strong, budget-rich large and medium enterprises, but also to take care of the relatively tight small business, so both ways can find targeted user groups.
In addition, the timeliness of bidding rankings is strong, very suitable for short-term marketing behavior. Give an example. When you have a group of goods in a hurry to unload, then you do not need to "commercial website promotion", just spend a small amount of money to do a short-term bidding ranking ads. So Sohu, Sina launched the bidding ranking service not only will not be the current "commercial website promotion" business conflict, but will become its beneficial supplement.
such as the future of the major portals and search engines have launched their own bidding ranking services, the current overture, Baidu ranked league will fall apart, but also announced the portal-bidding ranking engine cooperation model of the demise.
The future mainstream competitive bidding pattern development direction is nothing but two kinds: one is the continuous existing alliance mode, the other is everywhere, fragmented. I prefer the latter in both ways because it is more popular with users.
