Further understanding of Phoenix Nest Advertisement display scheme

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In the discussion of quality score, based on the display features of the time, I to Baidu Phoenix Nest How to decide to use what kind of display plan to make a ballpark guess: "As long as the key words in advance, which into the promotion, the sponsor link, which into the right, at most with a very simple algorithm to set a valve to balance the different display scheme, That's it! Now most of the advertising show has returned to normal, Baidu is also releasing more information, for the specific use of the display program we also have more understanding.

Basically, it is possible to determine whether the extension shown on the left is based on the keyword itself. In other words, certain words are eligible to go to the left, and some words are not eligible. This qualification in the end is what, only Baidu know. From the point of view of the advertisement, it is still possible to think that the click/click Income is the main criterion of the left word list. But there is a kind of click the total number of words also on the left to promote the emergence of, that is, the brand words, accurate said that may be part of the Baidu applied for brand protection brand words.

In the era of bidding rankings, once the application for brand protection, competitors can not buy your brand, thus effectively preventing the brand word bidding situation. The Phoenix Nest system, like AdWords, allows the purchase of rival brands. In other words, when users search for "excellence", they can see "when" ads. At the same time, we have also seen that Phoenix Nest system on the left to promote the display scheme is basically to retain the bidding ranking all the style of the era. So how does Baidu solve this conflict? The actual search for "excellence", we can see "excellence" Promotion of advertising appears in the "Excellence" brand area below-this is the old display, and "when" ads appear on the right first.

This presentation is a problem: in the previous guesses, I think the key word into the display scheme is the first keyword classification, only some words can be extended on the left side to continue to show, and then there may be a simple algorithm to balance the left, left or right display. For example, the valve may be the brand word itself-only the owner of the brand can appear on the left side of the promotion display, and the competitive brand only on the right.

This raises another question: For Wei Fengche, the first indicator to see should be competitiveness, or AdWords's ad RANK, before it can enter the algorithm valve. When will you tell the brand? From the process, when a search query appears, Phoenix Nest also sees all the advertisers entering the auction and their highest bid, and then confirms whether the ad appears on the left and further confirms whether the brand is protected. This is a more reasonable order.

The reason why the brand words come out to discuss is because this is a very special situation. or "excellence" appears on the left to promote this example to discuss, but Phoenix Nest to see all the auction advertisers will still be ranked according to competitiveness, "when" under the "Lenovo, Jingdong, there ah". What is the ranking of excellence in competitiveness? Phoenix Nest since on the left to promote the display of the full retention of the characteristics of the era, you can not show the competitor's ads, brand words as long as the lowest bid can be displayed. So "excellent" as long as the lowest bid can be, because the brand has to be Shen classmate said "hard threshold" one. But what if "outstanding" bids are higher than the minimum bid? There are two possible: first, the brand word rule is higher than the competitiveness formula, "excellence" directly apply the lowest bid; The second is that the competitiveness formula is still used, while "excellence" is the only advertiser to be promoted on the left, but the price paid is the next ranked competitiveness divided by the excellent quality degree + 0.01 click on CPC. From my understanding of the former customer's actual brand word test, I am afraid Phoenix nest use is the latter. In fact, the solution is more logical and more fluid, and the only problem is that the brand owners are penalized-charging high prices for high prices. Of course, this is easy to avoid, the original Baidu to apply for brand protection is also so, notice these customers in the brand words to the lowest bid can solve this problem.

So is there any other threshold for promotion on the left? Recall the first two days of December show, we can determine that the other threshold is some: long creative is an inevitable threshold. To enter the Phoenix Nest system keyword, if there is no matching long creative, even if the competitiveness of the first also can not promote the display on the left, because the display effect is different from natural search, users must have questions.

So, if I buy a keyword, such as "Flowers", bid 10 yuan, the highest competitiveness (let us temporarily ignore the quality factor, then explain the reason), but did not put long ideas or long ideas have not been approved, can not be promoted on the left to appear. This time, the ranking behind me other advertisers are I am exhausted, have to row on the right, or skip I directly show on the left? If we think that the December chaos Show is Baidu's artificial problem, such as long creative approval problem, then ranked under me but have a long creative advertisers can still promote the display on the left. Now the most interesting situation has arisen: I ranked on the right first, weak competitiveness in my advertisers ranked on the left, everyone ctr me, how much do I pay the CPC? Using the inference in the brand word analysis, I actually paid the CPC to be second in competitiveness divided by my quality of +0.01, I was paying high cpc!

The lowest-starting adjustment may be another threshold: even if the keyword is classified as the promotion on the left, but the Advertiser's highest bid has not reached the lowest starting point, it will not be on the left to promote the show. Of course, when the lowest starting price is not reached, the advertisement may not be displayed at all ... If I am Baidu, I may make two kinds of lowest starting price, for the key words classified on the left, arrive at the starting 1, you can show on the right, reach the starting price 2, you can show on the left, so that my interests to maximize. Of course, this is pure speculation, without any visible evidence to support it.

Now let's say why we ignore the quality factor in the "Flowers" analysis. To understand this, it is much easier to use AdWords to make a brand-name comparison. We know that AdWords is allowed to buy competitor brand words, but this is not necessarily bad for brand owners. Buy their own brand words, usually excellent quality score and the CPC is very low; the quality score on the brand words of the competitor was very low, and the careless advertisement was rejected. So in the AdWords system, it is possible to snatch the transformation by sniping the competitor's brand, but the price is often very high. This is the full display of the quality score lever.

In the previous analysis of the brand words, I mentioned the actual test results, that is, the increase in the brand words will bring the actual CPC improvement, so I prefer the competitiveness formula and the relevant CPC in this complex presentation options still apply. If this is the case, the explanation of the problem is very straightforward: even for brand names such as the quality of the key words, Baidu's quality system is not enough to play a full regulatory role. If the quality of Baidu is effective, it can actually improve the CPC of the brand name by a small margin, and thus maximize the revenue. Not effective use of quality to improve revenue, the Phoenix Nest system quality is still very low weight.

The above analysis has a small part from the questions and answers to Baidu, mainly or observation and inference, although I think this inference (that is, before the refinement of the speculation) is more reliable, this is not Baidu's official answer.

After inference, what can we do about the Phoenix Nest show? Simply put, there is nothing particularly good to do. Accept the current state of the keyword ROI change, still based on ROI for account optimization, which is still and always true. Complicating points, it's good for optimization if you can find out how many keywords you have in your account can appear on the left side of the rollout. From the left to extend to the right side of the display, there is a huge drop in the click and transformation, for different categories of keywords to manage separately, it is likely to be meaningful.