Advertisers beware of a CCTV-style fantasy of bidding rankings

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CCTV news recently made a survey of "more money to rank on the front of the search is not objective," the reporter investigation, through consumer case analysis and Baidu, Yahoo customer service to the current search engine marketing to reach two conclusions: "The more payment, ranking on the front", "they (advertisers) as long as registration, you (the search engine) Will not be audited, directly to put (advertising).

For the above two conclusions, the main advertising to maintain a sober understanding, not to search engine marketing with CCTV-style fantasy, or you will find that the search engine marketing is not to their own "do whatever", will be very disappointed. I often contacted the following advertisers for the current search engine marketing (Baidu ranked as the main) misunderstanding to carry out some analysis, personal views, for reference only.

One, as long as the money, no audit can be done to promote? Completely wrong!

At present, the major search engine companies on the keyword promotion business has a relatively complete audit system.

Baidu bidding rankings will be for each application to do the bidding rankings of the Advertiser's information and advertisers submit each keyword Double audit:

1, the main advertising audit

Whenever a new advertiser applies for a bid ranking, the customer reviews its information according to the requirements and limitations of the registered bidding ranking account. In fact, the principle of internal audit advertisers is very fine, for example, there is a principle:

Integrity principle: Require the construction of the main advertising site to be more complete. The complete website should include at least: Company name, simple company or product introduction, contact details, and ensure that each page should be completed, the child page can be normal access, no dead chain. Sites that do not meet the above requirements will be rejected for promotion. Suppose you complete a website on a page, the above write a few lines of words or only posted a picture, and then apply for bidding rankings to do promotion, estimated only to be rejected.

2, keyword Audit

Whenever advertisers submit a keyword for promotion, customer service will be based on the normal promotion of key words to meet the criteria to audit its content. In fact, the principle of internal audit of keywords is more complex than the main audit of advertising, for example, there is a principle:

Relevance principle: Require the main website to submit keywords, descriptions and target pages to be sufficient relevance. For example, your site is selling toys, you cannot submit the word "flowers", even if you are submitting the word "plush toys", if the description says "electric Toys" or the target page is about "electric toys" rather than "plush toys", Then the customer will reject the keyword you submitted and then indicate where you are not qualified.

Whether to audit advertisers or audit keywords, there is a common principle:

Legality principle: According to the blacklist of experience accumulation audit, where "surrogate", "Invoice", "permit", "parallel imports", "ecstasy" and so on illegal content, will be customer service to "suspected illegal content or illegal link" refused.

Baidu's manual audit time-consuming and laborious, but more insurance. And Baidu is different from Google AdWords is the process of automatic audit system, according to my test, the scale relative to Baidu a lot, so advertisers submitted ads in Google can be faster online. Speculated that the ad online after Google through artificial spot checks or netizens reported found inappropriate advertising, will be further processing.

Second, the more money to pay, close the rank of the front?

At present, the major search engines on the keyword to promote the ranking is basically no longer to bid high and low as the sole basis for judging keyword rankings, but the comprehensive consideration of key words bid and advertising quality of two factors.

Baidu bidding rankings to "comprehensive ranking index" as the promotion of the sort order, the comprehensive ranking index = quality x bidding price. The higher the Comprehensive ranking index, the more the promotion sort order. Among them, the quality of the keyword based on historical data calculation, mainly reflects its keyword title, description and netizens to the keyword recognition degree. High-quality keyword Comprehensive ranking index is also higher, so that the relatively low price of the auction to obtain a higher ranking, so as to achieve better promotional results.

Google AdWords is sorted according to Baidu: Ads in the search results page ranking is determined by the matching keyword of each click Fee (CPC) bid and quality score decision, advertising ranking = Each click Cost bid x Quality score.

Other search engines, such as South Korea's Naver and Russia's Yandex, take the same sort of rules as above.

All major search engines have taken this sort of rule, is because the current search engine keyword ads are in accordance with the Click to charge, a bid again high advertising, if its quality is poor, netizens see not interested, naturally will not go to click to view, so the search engine will not make money, tarnished the view of netizens, Also wasted a chance to make money. Through the above sorting rules, it is expected to reach advertisers, netizens and search engine three win.

Three, million investment, millions of income? Don't be naïve!

I do not deny that the world has a return on investment of more than 100 of the business, but as the cost of 2 yuan to buy 6+1 lottery tickets may be the same as the 5 million awards, small probability event. The press will fire the news that "the United States retirees have won the lottery twice in a row," and advertising sales representatives will talk to advertisers over and over again "tens of thousands of yuan input to bring more than 2 million of the results" story, so many advertisers have unrealistic expectations of ROI on search engine marketing.

With the search engine marketing in the domestic gradually accepted, very limited advertising, the increasing number of advertisers, supply and demand in the market this only invisible hand regulation, naturally will make search engine marketing costs gradually increased, search engine marketing of the return of excess profits is gradually become the past-style. But as long as the search engine marketing ROI than other channels to promote the way (TV ads, print ads, portal ads, etc.), it is worth advertisers to invest in search engines. Therefore, do search engine marketing advertisers should maintain a rational attitude, do not be the sales representatives fooled, and the old thinking of "million input, million income," the legendary day of birth in their own body.

Summary

The business model of search engines is complex, it is so complicated that most of the advertisers who do the promotion may have a smattering of knowledge, and many others who have not played it simply subjectively simplify the model to help understand it, such as the CCTV reporters, I think they actually have their own judgment before the investigation, Then go to the words of customer service and edit what you need.

Search engine business model is also constantly improving and improving, such as advertisers audit, keyword pricing, auction, sorting, each piece also needs a lot of in-depth research and practice. I see whether Baidu, Google, or Yahoo, Sogou, Youdao and other companies in this area of efforts, we are doing a better business model, so that netizens, advertisers and their own long-term three win.

No matter when and where to jump to search engine marketing, don't forget, these search engine companies (or the parent company behind them) are listed and relatively large internet companies, they are looking for short-term income and long-term income balance, so they choose to do is not the golden goose the short-sighted behavior.

This paper originates from www.jaylee.cn