Search Ads "click" Dilemma

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

At present, search engine has formed a mature business model with advertising business as its core, and it has become an important channel to assist the enterprises in Network marketing. Search engine advertising in the user's search behavior of accurate analysis of the premise, the choice of effective keyword combination, plus carefully set the content of the landing page, can be to a large extent to achieve the interests of advertisers.

The emergence of search engine advertising, the traditional concept of advertising and marketing has created a huge challenge for advertisers and marketers to bring endless opportunities. In the 2001, the Chinese Network marketing market, search engine marketing accounted for only 10.9%, to 2006 years, the proportion of search engine marketing rose to 22.9%, according to the Iris market consultancy report predicted that this ratio will increase every year, to 2010 search engine marketing will account for China's network marketing revenue 31%.

In China, in addition to Baidu, Google and other professional search giant alligator, Yahoo search, Sina love to ask, Sohu Sogou, etc. also in search engine advertising to seize the site. Huge user base and huge traffic, so that the search engine advertising has a unique advertising resources, search engine advertising successfully molded another network marketing myth. However, after several years of evolution, accompanied by the search engine advertising has a variety of problems.

First, the user is not optimistic about the search experience. Search engine from the date of birth, will provide users with convenience, save users time and energy, faster and more accurate search for information as a guideline. And in the search engine commercialization today, the search engine provides to the user the content is more and more rich, the search result page is more and more, but the user searches the accurate information to spend the time is also getting longer.

According to the rate of hit rate paid by many search engines of the advertising business, its specific approach is, advertisers in the purchase of the service, through the registration of a certain number of keywords, according to the highest pay top of the principle, the purchase of the same keyword site in different order to rank, appear in the corresponding search results of netizens. In the ranking bidding business, the enterprise information appears in the search results page through the bidding, which is highly correlated with the user's retrieval content, increases the position of the advertisement, and at the same time, the bidding advertisement appears in the position of the search result, which causes the user's attention and clicks easily.

Although the search engine has complex algorithms and sorting rules, it serves the object of using the search engine users. User experience of search results is the fundamental decisive power, web relevance, external link degree, search engine itself sorting rules should be for the user Service. However, ads such as ranking bids are based on competitive bids from business owners to determine the ranking position, who is the highest price in the front. Such a way of advertising, although it can also make the real keyword positioning of the advertisers are users to search, but because of the lack of effective access system and qualification review, but also to a large extent affect the user's search experience.

With the continuous maturity of the search bidding application market and the increasing attention to the Internet users ' search experience, the disadvantages of the traditional price-determined ranking position are gradually appearing. How to meet the search user experience, but also to meet the needs of the promotion of enterprises to become a search engine to solve the problem as soon as possible.

In this regard, the introduction of keyword ADS is a new attempt. Keyword ads appear in the search results interface to the right, the basic form is: When users use a keyword to retrieve, in the search results page will appear with the keyword-related advertising content, such as Baidu's hot zone ads, Google will call it AdWords ads. Although with the ranking auction ads have a similar place-the use of keywords to operate, but the keyword ads and search results have nothing to do, and ranked PPC ads appear in the search results, with the search results.

Second, advertisers ' trust in paid search engine advertising is not high, which will affect the continued growth of paid search engine advertising.

For advertisers, search engine advertising is not a discriminating input. In addition to the high cost of the bidding rankings, advertisers face the dilemma of click fraud: Whether competitors are consuming their opponent's advertising costs, click Behavior, search engine advertising affiliate website in order to get their own corresponding AD commission click Behavior, bidding ranking agent for their own agent Commission click Behavior, Or the unintended delay of the visitor, has increased the advertising costs of advertisers. How to measure effective clicks is always a problem for network advertising, advertising effect needs a more transparent, scientific evaluation method, this problem can not be solved, will affect the long-term development of search engine advertising.

Third, in addition to the search engine advertising its own rules flaw, SEO also spread the search engine advertising potential customers. Search engines have huge traffic and lurk a lot of competing interests. Many people are starting to cater to the rules of search engines and thus gain a huge profit margins. Search engine Optimization (SEO, or Search Engine optimization), can also be called "for the search engine for optimal processing." This is a method of using the search engines to improve the purpose of the site in the search engine rankings.

Bidding rankings and keyword ads in the high cost and not very clear advertising effect, so that some enterprises are more inclined to choose search Engine optimization, a large number of search engine optimization company came into being, but also produced a lot of under the banner of the SEC (search Engine Cheat, search engine cheating).

The company engaged in search engine optimization has popularized the concept of search marketing to some extent, and the optimization of website structure and content can bring more useful information to the users, and make the enterprise more easily searched. But at the same time, SEO challenged the rules of the search engine set up to compete with advertisers who spend a lot of money. And some malicious websites have harmed the interests of users and advertisers.

The development of search engine advertising today, open up more and more market, in addition to the inherent Internet search, and search-related emerging areas such as business-to-business search, mobile search, video search and so also more and more attention. Similar to other mobile services, the development of mobile search engines will inevitably become a trend, the market consultation, "2007 China Mobile Search Research Report" that China Mobile phone mobile search has entered a real growth period. Search engine advertising or other new profit-making methods will naturally move from people's computers to all kinds of communication terminals, while competition for the mobile Web market is being fought by the big players and rookies.

However, the problem of search engine advertising also restricts its development. 2007 is already over half of the past, search engine advertising will continue to be brilliant, but long-standing problems have not been effectively resolved. Its future development will depend on how to jump out of the existing mindset and seek newer and more useful advertising solutions. The starting point of these programs should be everything from the user's point of view.