Search and the change of information transparency

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In the past few years, there has been a startling change in the world of marketing and advertising: transparency. The word is derived from Latin, meaning "presentation", which is based on a similar word "visibility". Transparency can be seen, but there is no secret hidden, and visibility is a pure secret.

Marketers have been looking for transparency over the past few years. Car dealers must disclose the actual price, the drug manufacturers must have a description of the potential negative effects. Sporadic marketers must know what they want to advertise. The hotel must tell you if you can really see the sea in the viewing room.

Now, transparent changes in the SEM market are striding forward. Recently, Google announced a standard service for Google Analytics tools. Google's move was a concern.

When SEM started to attract attention in online advertisers, the most commonly used word was "black box". This means that advertisers feel they have invested a lot of money and made a lot of effort to get results. But they never know what's going to happen. Requests for information are often interfered with by search engines, and advertisers are generally not told when they are asked about promotional activities, which leads to tension between advertisers and search engines.

Perhaps the most common question is "how do I do it". Advertisers may look at ad results, but they have no sense of context. You know the number of clicks based on the impression rate of the ad, but don't know if it's the best result you want, or whether it's performing better or below average.

Unfortunately, the search engine, not just Google, reacted to the problem by telling advertisers not to worry about it. Their logic is "you only pay for clicks, so who cares?" Of course, the advertising chamber cares. They want to know and must know some information about the world. Advertisers like information, and search engines are not happy to offer them. For SEM, optimizing advertising is the most important. But for anyone, optimizing an unknown goal is extremely difficult. In view of this, the launch of Google's search service standards helps marketers make decisions.

One of the factors that SEM approaches to market conditions is that in any market, the most important element is information, and the primary goal is to obtain complete information. Wikipedia's description of "complete information" is as follows: "Complete information is used in economics and game theory to describe the complete knowledge of other opponents ' activities, and these opponents also update the latest information." ”

Complete, of course not easy to achieve, but the introduction of standard services in this direction has taken an important step. Marketers cannot participate in the perfect Information standardization project, where specific data is served by a competitor. Information disclosure too much, may cause some offensive business attacks. However, standardizing services can make this better: it aggregates all information into a single index. This not only blurs the secret of an enterprise, but also makes all things more beneficial and displays them in the form of dashboards.　The problem is whether the data participating in the project can be included in the index. In this way, some enterprises either do well or do poorly, and the index is based on an incomplete database. Perhaps only the best actors can participate and see if they are doing better. Or, only the worst are involved, and try to find ways to improve the results. Participation should be delegated, but that will not happen. So, give you some advice: Select the project you want to participate in, and tell everyone you know who is suitable to use SEM.

Complete information is a concept used in game theory and a means of solving economic problems. Assume that all players in the game are trying to maximize profits, competitive games in the marketplace, and collaborative games. Search engines think that many players are competitive, but in fact they are collaborative. There is no price set for any of the keywords, and no one pays too much.

Without information, an enterprise is forced into a situation: they have to raise prices to get the best market position. However, the position of the second, third and fourth in the market is equally valuable. The only way out of this situation is to share information in a safe way.

You might think that search engines intentionally do not provide information. The more money a person pays to a keyword, the more he earns. This is a short-sighted, because advertisers don't always pay more. Therefore, all advertisers in the competition for specific keywords, if the information is shared, the search engine is the strongest position.