Evaluating the effect of bidding advertisement from the comparison of advertising conversion rate and cost

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The so-called bidding advertisement is a new type of network advertisement which is paid by the user, independent management and advertising effect. Compared to other types of advertising on the Internet, search engine-oriented advertising, has been proved to have great value, otherwise Google and Baidu will not become the day into the world-class well-known companies, these are based on the advertising publisher of the high relevance of the search ads on the basis of identity. If advertisers do not earn money, they certainly will not invest in such high advertising costs.

As advertisers, the "bidding ranking effect" is mainly concerned with the concern of an input-output ratio, the advertising can be put to advertisers to bring benefits is a general concern of advertisers. How to evaluate the effect of a class of advertising is a systematic content, we from the tip of the iceberg, from the advertising conversion rate and cost comparison to evaluate the effectiveness of the auction ads. The author chooses Baidu and the Google two big bidding advertisement giant bids advertisement, the author will use the data to evaluate the comparison in the short term the two big giant's bidding advertisement effect.

From the auction statistics we can not see the actual conversion rate, only to see the number of clicks and consumption, the click does not necessarily represent your customers or register your products, so these data can not prove that the launch of the auction ads have practical significance of the effect. To dig deeper into this data, you have to rely on Third-party data statistics. The author's third party statistic data is provided by the third party data monitoring service provider Adpower (http://www.adpower.cn).

We mainly look at the number of transformations in the Adpower statistics, the number of conversions refers to the number of a valuable visitor behavior has been executed, such as registration, shopping, recharge and so on. These data more intuitive embodiment of advertisers to put the actual revenue ads.

Baidu bidding and Google bidding contrast analysis, Google's conversion rate (conversion times/clicks) for: 3/171=1.75%, Baidu's conversion rate is: 12/341=3.52%, the effect is better than Google bid one times. Combined with the bidding statistics, we look at the conversion costs, the conversion cost of Google bidding: 266.05/3=88.68, Baidu bid conversion costs: 235.39/12=15.62, the cost of each conversion is Google's bid 1/7.

Content Alliance promotion When Google launched a new auction advertising method, the author also applied for Google's content alliance. Google Auction and Google Network Alliance contrast analysis, Google Net Alliance cost is Google bidding 1600/266=6 times, but the net Union's actual effect is zero, Google network AU's depth of each visit is 1.14, the basic is the user clicks ads immediately after leaving, will not produce transformation, no actual effect. But for individual users who want to increase site traffic, the alliance is a good choice.

From the conversion rate of competitive advertising, Google bid advertising effect is better than Baidu bid, when from the cost, Baidu bidding cost than Google's bid advertising cost is low. According to the comprehensive analysis, the cost of bidding advertising from the actual effect is quite high. Enterprises in order to promote their own web site or products, in the early promotion of rapid increase in the ranking of search engines, competitive advertising is the shortest way, but in the long-term effect of the cost of advertising is too high, the actual effect is not good, but the ranking when the bid cancellation immediately after the ranking disappeared, SMEs can not rely on competitive advertising to support product site promotion.