December 1 message, Baidu is scheduled to become fully operational today, Search Marketing Professional (ie, phoenix nest system). Feng Chao will take full control of Baidu will promote all of the position, while the classic version of the original search marketing (ie the bid ranking) will be breaking away from the stage of history.
In the competitive rankings based network marketing is the most important source of revenue for Baidu, Baidu in the third quarter total revenues of 1.2787 billion yuan, of which revenues from the network marketing 1.2782 billion yuan, the proportion is close to 100%. Bid ranking, however, while revenue for Baidu, but also once the negative impact.
By the end of 2008, Baidu CEO Robin Li first time revealed to the outside world, will launch a professional version of search marketing system phoenix nest, to address the general search and bid ranking search results confusion. Baidu released this year's third quarter financial results, Li officially announced on December 1 overall to the Phoenix nest system switching.
Baidu commercial product, a major update
Ranking in the original bidding mechanism, Baidu's search results and the average ranking of search results ranked bid together, only the lower right corner in the relevant search results to promote the word mark; another in a search results page may appear a maximum of 10 bids top content, and arranged on top, likely to cause inconvenience to users.
After the opening of phoenix nest, Baidu search page advertising space is divided into the upper left, lower left, right three parts, of which the greatest change is the left side of advertising spaces and forms.
The phoenix nest in the new system, Baidu search results in general the top and bottom of each ad has opened up two areas to deeper background, and promote the link marked in the upper right words, etc., with the ordinary search results significant segment content, and the promotion of each region are generally not more than three links.
However, if the promotion of information and matching the user's search results is very high, Baidu will continue to follow the original bid ranking model used in the promotion. If not meet the relevant standards, it will be displayed in new ways.
In addition to the external manifestations, phoenix nest and competitive pricing structure has also been ranked in significant changes. Baidu revealed that, after bids are structured in ways to promote the top platform - key phrases - Keywords AN-a single idea, and in the phoenix nest, under this structure the system into a promotional platform - Promotion - Promotion Unit - Key words correspond to creativity.
For the above changes, Baidu, vice president of business operations, Shen Hao Yu pointed out that the phoenix nest able to cater for different product lines, various promotional campaigns, different geographic markets, to bring goal-oriented to promote the refinement of the different management model. Baidu commercial products phoenix nest is a major update, Shen-Hao Yu said.
The high bid is not necessarily top-ranking
In fact this year, beginning April 20, phoenix nest Baidu has begun to take over the search page on the right and left two parts of the advertising space. Shen-Hao Yu, experiments revealed that after six months of the promotion, Baidu make a decision in mid-November, December 1 phoenix nest opening position to take over all of the promotion, even though investors feel that we do as early as some of it.
Shen-Hao Yu said that the phoenix nest bid ranking system and traditional methods such as the important difference is that the relevance of search results the weight of the phoenix nest bigger and bigger. Shen-Hao Yu, according to the words is that if a customer is not something users need, how much money to not give routed to the first.
According to Baidu has been trying to improve search marketing. Prior to 2006, Baidu search marketing results in full accordance with bid ranking. Began in March 2006, Baidu ranked in the calculation of the results of the time indicators of the introduction of Quality Score, which contain up to several thousand a decisive factor, after the switch to the phoenix nest may have some absolute threshold for the promotion of a specific location of the decision.
At present, Baidu in the search results page, there were left, left, right 3 promotion position, in which left and left the promotion of mutually exclusive positions. Shen-Hao Yu said more content will be in any position to show what form, will be phoenix nest system based on relevance, users demand satisfaction and other factors.
In October 2007 decided to launch a phoenix nest
As the top model of bidding the media had previously been questioned, there are voices that Baidu launched phoenix nest is forced to outside pressure. In this regard, Shen-Hao Yu, Baidu said in October 2007 decided to do about phoenix nest, he noted that in terms of a relatively ordinary web search, paid search with a higher technological content and technology, is a very complex thing.
According to Shen-Hao Yu, said the phoenix nest in April 2008 the name was officially in place, and from Zhuchaoyinfeng, it means as long as they make a good product, customers will come naturally. Bid ranking has been demonized, said Shen-Hao Yu, Baidu's bid ranking model has been conducting optimization starting from the 2006 ranking is not in full accordance with bid price of sequencing results.
Be held in the previous third-quarter conference call, executives said that Baidu has 70% of users switch to phoenix nest system, but by the impact of switching the fourth quarter, Baidu's revenue will continue to be down about 10%.
Shen-Hao Yu, Feng-Chao frankly switch will cause a certain degree of income. On the one hand, the system's switching front-line staff involved in Baidu energy, many people are put into the system to switch the work of the training and preparation; the other hand, for new users of the system will not play, need to learn and adapt to time, so the corresponding reduction in the launch of the budget.
Phoenix nest in interpreting system, Shen-Hao Yu, said the new system, though not as a direct bid rankings, but it can bring to advertisers a more meticulous management of the running. Although the switch will cause phoenix nest decline in short-term revenue, but the Shen-Hao Yu, responded by saying that money is earned is not confused for long.
Shen-Hao Yu said that Baidu has been through six months of operation mechanism of the new phoenix nest is assured. He further noted that the current position in the market so Baidu is also very confident, the loss of customers will eventually come back. At the same time, Shen-Hao Yu stressed that in a long period of time, Baidu will also be the main source of income for SMEs. (Translate by Google)