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wvy, m, i8, 8m8, 7, 5, 8, pw3, 23, ys7, a4c, h73, 搜索引擎营销广告竞价的优缺点分别是什么? - 亿闻天下网
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搜索引擎营销广告竞价的优缺点分别是什么?

搜索引擎是一类基础的互联网应用,在网民的日常信息获取活动中占据着十分重要的地位。网民的上网使用率占比也高达81.3%,使用率仅次于即时通信工具。所以越来越多的企业选择搜索引擎营销,今天小编带着大家一起总结一下搜索引擎竞价广告优缺点,希望对你能有帮助!

一、什么是竞价广告?

当我们使用搜索引擎去搜索一个关键词的时候,会在搜索引擎的搜索结果页出来相关的收费广告,也就是我们说的竞价广告。竞价广告是由“广告主”自助投放,自主管理,通过调整价格来进行排名,按照广告效果付费的网络广告形式。

二、竞价广告的出现场景

网民遇到问题后,使用搜索引擎输入关键字检索相关信息时,在检索结果页看到的广告主投放信息。整个过程是网民主动获取某方面信息的过程中,匹配到广告主相关的内容,广告主的这些广告相对网民而言就成了想获取信息的咨询。

当我们了解搜索引擎竞价广告的基本定义和使用场景时再来理解优缺点就更容易一些。

三、竞价广告的优点有哪些?

1、广告上线快:充值后设置关键词价格后即刻就可以进入搜索引擎排名首页,广告位置可以通过竞价方式自己控制。

2、投放灵活:广告的投放时间、投放区域、投放日预算、出价等自由设置,可以满足多个目标,几乎可以及时改进更改广告系列。

3、触发客户面广:能触到约80%多的互联网用户。

4、广告投放时机好:广告触发展现的群体是正有这方面需求网民。广告转化相对更好。

5、按点击付费:只需要支付有效点击的费用,利用数据可以有效跟踪投资回报率。

6、关键词数量无限制:可以在后台设置无数的关键词进行推广,数量自己控制。

7、关键词不分难易程度:不论多么热门的关键词,只要你想做,你都可以进入前三。

四、竞价广告的缺点有哪些?

1、专业化要求高:需要专人进行关键词筛选、分类,挑取适合的关键词,调整合理的价格,搭配对应的创意文案和图片,定期检查推广效果。

2、国内搜索引擎各自独立:国内几家大的搜索引擎,都有自己独立的竞价账户后台,竞价广告的原理大致相通,但是各自的搜索算法和后台细节各有不同。要想更好地触达意向客户群体,需要投放更多的平台和付出更多的人力成本。

3、高昂的点击价格:由于广告的竞价性和展示页面广告位的稀缺性难免出现同行间激烈的竞争。竞争激烈的关键词,单价可能达到数元甚至数十元。大大提高了获客成本。

4、恶意点击:竞价广告出现的同时,他的阴暗面“恶意点击”随之而生。虽然搜索引擎平台都在努力的打击恶意点击行为,难免你的广告被竞争对手、非主观点击(如:误点广告)等浪费掉,这也就是令人厌恶的“广告浪费”。聊到这里,我想多说两句,我们应该正确地看待“广告浪费”这件事情,我们在投放广告的时候一定要考核广告的浪费率!广告的浪费率在一定的范围内,我们应该是能够接受的,就像吃饭会不会被噎到一样,我们不可能因噎废食,对吧

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