Baidu bidding promotion and Google Adwords are currently the most common paid promotion services. Many companies will consider Baidu bidding promotion and Google AdWords at the same time when they consider promoting through search engines. Since both have advertisements on network alliance websites, they can be used at a lower cost. Therefore, I will compare the effects of Google Adwords and Baidu bidding promotion ads in the website alliance (content alliance network) through relatively detailed actual data for reference by various companies.
The data here is the data compiled by Moonlight Blog for a large website last month (November). The data source uses Google Analytics for website statistics, and Baidu Promotion and Google Adwords are used to promote the target website. Use the data in Google Analytics' "Traffic Source" - "Recommended Website" to count the actual number of clicks from Baidu Promotion and Google Adwords. The source of Baidu Promotion is cpro.baidu.com, and the source of Google Adwords is googleads.g.doubleclick. .net, the time is selected as one month.
The following is a comparison of data between Baidu bidding promotion and Google Adwords:
Baidu: Number of clicks: 46,111 (Analytics statistics) / 46,831 (Baidu promotion statistics), number of pages per visit: 1.06, average stay time 3 seconds.
Google: Number of clicks: 15,751 (Analytics statistics) / 26,106 (AdWords statistics), number of pages per visit: 1.18, average dwell time 18 seconds.
Google has 11% more pages per visit than Baidu, and the dwell time is 6 times longer. It can be seen that the Baidu Alliance has more cheating websites, a higher click error rate, and low advertising accuracy.
In terms of price, the data comparison between the two parties is as follows:
Baidu: Cost per click is 0.38 yuan, eCPM: 0.11 yuan, click-through rate: 0.03%.
Google: The cost per click is 0.41 yuan (actually 0.67 yuan), of which the price of Sina Finance Channel is about 1.1 yuan, and the price of ordinary websites is about 0.2-0.3 yuan. The price of a high-quality website is about 0.5-1.0 yuan.
There is a strange thing here, that is, how many AdWords clicks there are. The difference between the AdWords backend numbers and Google Analytics statistics is too big. This is in sharp contrast with Baidu promotion, and it also makes the actual cost of each AdWords click a question.
Why is there such a big gap? According to my analysis, it may be because a large number of clicks on Google cannot reach the final website, which is suspected to be blocked by firewall or anti-virus software (it is said that some anti-virus software such as China Merchants Bank Network Shield will block googleads.g .doubleclick.net), so the user cannot reach the final website after clicking, and the actual click cost is increased.
Carefully analyzing the data promoted by Baidu, I found that the reason for the low conversion rate is because there are many cheating websites, such as a ring tones site, which Baidu did not include, but Google only included 5 pages. It actually had 400,000 impressions every day. It was just a swipe at the data. I ordered it myself. There are many websites like this, which results in the average stay time of users being only 3 seconds and poor advertising effect.
Although there are some statistical problems with Google AdWords, the accuracy of advertising is better than that of Baidu. At the same time, there are fewer cheating websites, users stay longer, and the advertising effect is better.
Therefore, when placing ads, whether it is Baidu promotion or Google AdWords, it is best to place ads on certain websites to prevent network alliance users from cheating. The effect of advertising in this way will be much better than placing ads in batches without limiting sites. Will save some advertising costs.
All in all, the promotion effects of Google Adwords and Baidu bidding promotion have their own advantages and disadvantages. We recommend that customers choose to use them based on their own economic strength.