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Search Engine Triggers A Revolution In Advertising Circles

2008/8/14 15:46:00 41799

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Brand advertisers have realized that advertising on search engines is very important, and the so-called advertising on search engines should not be narrowly understood as buying keywords and writing chain advertisements.

Walking into the Baidu Inc, it is surrounded by a breath of youth. Just because the children's day of "June 1" has just passed, Baidu's publicity column is still adorning the smiling faces of the staff's children.

While waiting to interview Shen Haoyu, vice president of Baidu, the staff of Baidu commercial marketing department visited the office area with the successful marketing reporter.

He told us that Mr. Robin Li, the president of Baidu, is a person with a very deep plot in Chinese. So the names of their conference rooms are brand names. The biggest name is "Qingyu case". It is just the famous title of the word "searching for him in thousands of people" (the name of Baidu).

After sitting down with Shen Haoyu, we talked about search engine advertising.

SEM, the brand advertiser, is on the increase.

　　《成功營銷》：您認為搜索引擎對企業客戶的最大營銷價值是什么？

Shen Haoyu: precise.

First, the behavior of search is initiated by consumers, while other media are almost imposed.

Secondly, it is very fresh, and there are many possibilities for innovation.

I believe many advertisers like innovation.

After decades of aging, advertisers are tired of it, and consumers are tired of it. So search engines may be more innovative and bring more value to them.

"Successful marketing": last year, Baidu launched a product specifically for brand advertisers -- brand area, the combination of keyword advertising and brand advertising, can be said to be a global initiative.

However, there are still some differences between the development of China's online advertising and the United States. The concept of American advertisers can directly pition from brand advertising to keyword advertising, but in China, these two forms of advertising have been integrated. How do you evaluate this trend?

In China, does advertiser's idea of search marketing still need to be cultivated?

Shen Haoyu: the product of "brand area" was first launched at the end of the three quarter of last year, and it is indeed a combination of online display advertising and search advertising, aiming at a product of brand advertisers.

This way is very direct, and the flow is also very large. It provides a platform for the brand advertisers to display their brand. If he is willing, he can directly interact with his web pages with the help of this platform. If the brand has an online shopping mall, it can also bring profits directly.

For the brand advertisers, the most widely accepted online advertisement is still a display advertisement, and also a web display advertisement on content websites, including vertical websites or traditional portals.

The reason is very simple, because it is easy for advertisers to understand. Advertisers used to do flat media advertising, TV commercials, and advertisements can be seen.

But I think this idea is actually using the concept of traditional media to use the new media, and has not made use of some of the advantages of the Internet.

Search engine based advertising products have been widely recognized by brand advertisers abroad. Brand advertisers have realized that advertising on search engines is very important, and the so-called advertising on search engines should not be narrowly understood as buying keywords and then writing word chains.

Of course, key words so far are still a very important form of delivery.

In fact, there are many dimensions to consider the way of search engine advertising. There are many things that can be innovating from platform, mechanism, pricing mode and mode.

　　搜索，提升品牌的價值

"Successful marketing": at the recently concluded Baidu World Conference, many guests thought that search could promote the brand effect of enterprises, and think that search engine marketing could play a certain role in promoting sales, brand building and public relations.

What are the specific positive effects in these three aspects?

Shen Haoyu: many foreign studies, including some of our research, have proved the relationship between search and brand.

According to the narrow sense, we think that search is the key to buy a keyword. The only measure is whether the click contributed to sales.

Many overseas studies show that advertisers, especially brand customers, may not sell products online. In fact, search engine advertising brings brand value to advertisers.

Research has proved that advertisers buy keywords, whether they are the keywords of their own brand names, or do not bring their own brand name keywords, to advertisers are brand promotion, improve consumer awareness and intimacy of the brand, these can be proved by some survey data later.

　　《成功營銷》：搜索廣告的投放究竟有什么不同的做法？

Shen Haoyu: search advertising is not to buy keywords, one is to buy keywords, advertisements are on the right side of search results pages, and the other is advertisements on both sides of the search and on the right side. In addition, advertisements have different sizes.

Under these circumstances, the effect of search engine advertising on advertisers is different.

For example, a car manufacturer, it's hard for you to imagine that he bought this keyword for the sale of the car that he brought to him at that time, because selling cars is not such a sales mode.

In fact, for advertisers, the role of search engine advertising is that consumers see the keyword you bought, see the following paragraph, or see the display advertising.

The exhibition itself is valuable.

After seeing the user and clicking the advertiser's link, it is even more valuable.

Further, he went to the brand's website to see the configuration of your new car and car. These are valuable, not necessarily the commercial pformation of direct click, only the value of brand advertising is very different from that of SMEs.

　　搜索引擎，獨特的媒體

Successful marketing: do you think that search engine is part of the media delivery mix, or is the search engine already a major player in the future?

Shen Haoyu: now we see a lot of ideas are not very advanced advertisers, especially the brand advertisers, or the search engine advertising is regarded as an integral part of its entire media delivery.

For example, he has to make a product promotion campaign, with a budget of 500 thousand yuan, he will put the budget in different media, such as traditional media, search engine and so on.

I think this view is very wrong. Search should be combined with all other brand promotion activities. This is a concept of net collection.

If you do a lot of advertising online, but the online search engine is not ready for the pass.

From this point of view, I think the search engine is a unique media.

To some extent, television and medias belong to the same media.

Search engine alone is because it is a media that seeks information from consumers instead of imposing information on consumers.

In fact, every time you do offline or other non search online advertising campaigns, you have to think about what consumers will do on search engines after they know about it.

This is the right thing to do, not to allocate the marketing budget like a piece of tofu. The budget is newspaper. This is TV. Then it's Internet. There is a search engine in the Internet.

Today, a lot of small and medium-sized enterprises have a much deeper understanding of search engines. Why do they sell them all the year round?

Because consumers are perennial in search.

Of course, there are some industries that are seasonal, but certainly not only when new products are launched, so people who search this product may be searched all the year round, so you are sure to maintain a year-round continuous release.

I think every time we have new product promotion activities, it should be added on the basis of putting search engine advertisements all year round, and we should make propaganda on new products online and prepare for search engines.

This idea is to put the search engine running all the year round, which is also a concept that advertisers need to change.

　　搜索引擎，廣告革新的方式

"Successful marketing": we now see a lot of advertisers trying to search engine marketing and build their own SEM department.

What services can Baidu provide for the SEM departments of these enterprises?

Baidu recently released a new product called "my marketing center", in addition to this center, in the future, there are no new services and products to push out?

Shen Haoyu: "my marketing center" product is not only aimed at big enterprises, but also provides products for small and medium-sized enterprises. It is a concept of a package of network marketing services, and it also uses Baidu's existing products, such as post bar, and so on.

Because of the characteristics of SEM, we believe that all brand enterprises should set up SEM departments.

For example, I worked in the Mastercard company, there is a department to search engine advertising, every year at least tens of millions of dollars or hundreds of millions of dollars in the cost of search engine.

In addition, they specially invited SEM marketing company to serve them, which is not a general advertising agency, but a company that specializes in search engine marketing.

Successful marketing: is it a trend of search engine development from search to paction?

In our view, everything that can be digitalized in the future can be matched and searched.

What do you think?

Can search engine marketing represent the trend of the future?

Shen Haoyu: I think the success of search engine does not depend on getting through the path from search to completion, but of course it is a successful way, a way to generate revenue.

Most importantly, search engines are the most capital and most powerful way to innovate advertising.

Whether it's a brand advertiser or a small advertiser, the final goal is not necessarily to finish the paction online. I think the biggest success of the search engine is that more and more advertisers realize that this is the most effective marketing channel for ROI (ROI).