360 internal and external linkage push search advertising commercialization

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

After a long silence, 360 search advertising model recently quietly online, with the outside world speculated with the Google advertising cooperation model is different, 360 of the focus of the marketing platform for 360 also issued a corresponding advertising promotion price, but also throughout the country to recruit core agents, intended to start from the channels and resources, The 360 search business is officially commercialized.

Push "dotting" platform wide-raise agents

Recently, the reporter in 360 search to "mobile phone", "Flowers", "training" and other key words found after the search, the results of the page on the left side of the top bar or the right side of the ads appear. In addition to keyword ads, 360 search also appeared in the "Amazon", "Gome online" and other electric brand direct promotion.

Unlike in the past, the 360-search advertising model is a lot more low-key. According to a 360 search insiders, 360-point marketing platform as early as last November began to formally launch the 360 search of the CPC (Pay-per-click) mode, the current advertisers can be officially put ads through this platform. "For small and medium-sized enterprises, the tariff is 4600 yuan, of which 4000 yuan for deposit, 600 for account opening fee, keyword lowest bid 0.3 yuan." "The person told reporters that the ranking by advertisers for key words in the bid high and low decision."

But the reporter contacted in 360 search promotion column appeared after a website responsible, it is not in 360 search ads, then where do these ads link from? 360 Search Sales department responsible for the promotion of advertising, currently appearing in 360 search, in addition to advertisers direct delivery, Some of the ads are from natural search channel drainage, that is, through the keyword free to some sites to do promotional ads, "This is also to attract customers to consider." ”

360 stressed that their advertising model is willing to take a differentiated road. 360 The commercialization of the search will never use the current market ranking method, in the search results page, 360 advertising promotion and content of a sharp distinction, and set the number of restrictions. In addition, because the current medical market is a mixed bag, we do not have the ability to judge the authenticity of medical ads, so 360 search decisions do not accept medical ads. ”

360 Search in the busy wooing advertising resources, but also began recruiting in the country, improve its agent channels. A person responsible for the 360 search channel agent, said the 360 Search agent qualification requirements very strict. "500,000 margin, 150~200 People's team, this is the most basic requirement." Now in Beijing, Shanghai, Guangzhou, Hangzhou, Ningbo and other fields began the recruitment of agents, there are several finalists. ”

Outreach Google to form a "double-wheeled" drive

360 Search In addition to their own eye-dotting platform for advertising marketing, this time is speculated by the outside, it is and googleads advertising mode of cooperation, that is, by 360 search using Googleads technology platform to promote their own advertising resources, two and then divided into. and 360 public relations also said, 360 search advertising model is indeed and third party cooperation, but "specifically which is not convenient to disclose." And the reporter called Google on this matter, as of the press did not respond before.

But in the industry, "Google third party ads" + "dotting platform", 360 of the commercial two-horse cart has been a prototype, but the 360 of the formal commercialization of the search for Google is also a passive choice.

"Google has a very mature advertising resources, but since its exit from China has been in decline, this and 360 of search cooperation also just can activate its advertising business." On the other hand, the 360 search business has just started, and Google is able to give 360 of the switching advantages of advertising channels, and Google's technology allows them to commercialize faster and more mature. Hitwise analyst Chu Fei points out that Google has been a passive player since the 360 navigation page replaces Google search to the current commercial, although it has been a partner for Google until 360. "360 If you work with Google, Google will change the role of a product provider into a base service provider, but it is also acceptable for Google to accept this model for operating costs and profitability in China." ”

Former Dream Bazaar SEO director, the current penalty days marketing director Chen said, and Google's cooperation can give 360 huge short-term benefits, its use of Google's technology and resource advantages quickly spread the commercial road, but according to 360 of the cooperative habits, and Google's long-term cooperation is still unknown.

Advertisers are still watching.

Although the 360-point platform can be officially put on the search ads, and free mode to attract advertising resources, but some companies and advertisers are still in wait and see attitude.

"The current flow of the key to import or Baidu-oriented, will not be considered in the 360 search ads." "A number of network operators and webmaster told reporters, now is not going to risk in 360 search to buy traffic," is now in the wait-and-see stage, or the time is ripe to say. ”

However, a responsible for the promotion of website operators in the industry that, although Baidu's flow advantage is very obvious, but some advertisers do two hands ready. But at present also difficult to Baidu and 360 search advertising to evaluate the pros and cons, "keyword specific prices by advertisers and traffic to determine, and Baidu and 360 coverage of the user group, algorithm rules are different, it is difficult to make a horizontal comparison." ”