Share: Several bidding promotion platforms that companies should know

At present, bidding occupies an absolute leading position in the market share of the search engine field, and there are many platforms on the market. Therefore, next I will take the larger platforms on the market as an example. Let’s sort out a detailed comparative analysis.

1. 360

Advantages:

1. Compared with Baidu search promotion, the competition is small and the bidding is low.

2. The customer service system is more complete.

3. The search page is relatively cleaner, the delivery is safer, and malicious clicks and other situations are relatively better controlled and handled.

Disadvantages:

1. Small traffic

As we all know, 360 search engine has a relatively small market share and relatively less traffic

The biggest problem with 360 search promotion is accumulation and precipitation. 360 is still in an immature stage in terms of search, and is still in a weak stage in terms of technology, data, market, etc.

3. Malicious clicks

The most controversial aspect of bidding ranking is that inevitably, your ads will be maliciously clicked by your competitors. In addition, a large number of advertising companies are These clicks will not bring you any benefit and you can't prevent them from being found through the bidding of advertising space in the industry.

4. Rankings fluctuate greatly

Once your competitor’s price is higher than yours, he or she will be ahead of you, and it is easy to be squeezed out of the bidding rankings, or out of the rankings of the day. When the budget runs out, your ranking disappears.

2. Baidu

Advantages:

1. Quick effect

This effect is obvious. After payment, it will immediately appear on the keyword homepage. Ranking can be controlled freely through bidding without long waiting time.

2. Wide scope

There is no limit on the number of keywords. You can set any keywords that need to be promoted in the background, and there is no limit on the number

3. No limit< /p>

No matter how difficult the keyword is, no matter how popular it is, or how fierce the competition is, as long as you are willing, you can let your keyword enter any of the top rankings.

Disadvantages:

1. You need to pay for clicks

Especially for keywords with fierce competition, the unit price can reach tens of yuan, and the monthly consumption can reach tens of thousands. As long as you do it, you will continue to spend money. As competition becomes increasingly fierce, keyword prices will gradually rise, and costs will continue to increase. Even keywords with no competition have a low price, and the price is still high. No matter how long it takes, there will be no discount at all.

2. Management is difficult

In order to ensure our position and control costs well, we need to check prices and make adjustments every day, and set the optimal price. Bid. However, the vast majority of the customers I have contacted rarely go to the backend for operations. They basically maintain a bid for a month, and only make backend adjustments when the traffic significantly decreases or the price increases significantly. Such promotion effects are often not guaranteed. In this case, it is often necessary for a dedicated person to screen keywords to select suitable keywords and evaluate the effect, which also involves the recruitment of company personnel.

3. The independence of major search engines

After doing bidding ranking in one of the search engines, other search engines will not appear. You want to search in more If it appears on the engine, it must bid on the corresponding search engine, thereby spending more advertising fees.

4. Rankings fluctuate greatly

Once your competitor’s price is higher than yours, he or she will be ahead of you, and it is easy to be squeezed out of the bidding rankings, or out of the rankings of the day. When the budget runs out, your ranking disappears.

5. Malicious clicks

The most controversial aspect of bidding rankings is that inevitably, your ads will be maliciously clicked by your competitors. In addition, a large number of advertising companies are To find you through Baidu’s bidding advertising space in the industry, these clicks will not bring you any benefits, and you cannot prevent them.

3. Sogou

Advantages:

1. Pay according to results, the cost is relatively low;

2. Appear in search results The page is highly relevant to the user's search content, which increases the degree of positioning of the promotion;

3. The bidding results appear at the top of the search results, which can easily attract users' attention and clicks, so the effect is more significant;< /p>

4. The promotion effect of search engine natural search result ranking is limited, especially for websites with poor natural ranking results. Bidding ranking can make up for this disadvantage;

5 , Enterprises can control the click price and promotion expenses themselves;

6. Enterprises can conduct statistical analysis on user clicks.

Disadvantages:

1. The traffic is relatively small

At present, Sogou’s traffic is basically one-fifth of Baidu’s, and the traffic is not large

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2. Strict product restrictions

Sogou platform’s bidding is not as good as Baidu’s. At present, Sogou platform and 360 search platform still have more restrictions. Compared with these search platforms, the review is stricter. If there is a challenge to the bottom line The account will be blocked, which makes it difficult for some merchants to promote their products.

3. Domain name blocking is serious

If the domain name of the Sogou account receives too many complaints, it will be blocked.

4. Malicious clicks

The most controversial aspect of bidding ranking is that inevitably, your ads will be maliciously clicked by your competitors. In addition, a large number of advertising companies are These clicks will not bring you any benefit and you can't prevent them from being found through ad placements in your industry.

5. Rankings fluctuate greatly

Once your competitor’s price is higher than yours, he or she will be ahead of you, and it is easy to be squeezed out of the bidding rankings, or out of the rankings of the day. When the budget runs out, your ranking disappears.

Summary analysis

Summary:

The above is a comparative analysis of relatively large domestic search engines. Enterprises can choose the platform that suits them according to their own circumstances. I hope the above analysis will be helpful to you.