I woke up this morning and Baidu updated it around 12 o'clock last night.
And I also saw in the news that Baidu shut down part of its bidding ranking system last night. Is it really possible to close part of the bidding ranking system? It’s impossible. Baidu relies on this to make a living, so it won’t lose its job, right?
Morning News (Reporter Zhang Liming) Baidu is finally saying goodbye to the bidding ranking system it has been using for 8 years. The reporter learned that Baidu had quietly shut down part of its "bidding ranking" system yesterday evening, and the Fengchao system began to take over the management authority of some of its keywords. Industry insiders believe that this move means that Baidu has accelerated the timetable for Fengchao to replace the bidding ranking system.
Yesterday evening, some Baidu business users reported that some keywords could not be managed through the old "bidding ranking" system. The reporter then obtained Baidu’s internal notice to customers, which stated: “The professional version will gradually take over the existing promotion positions and existing keyword management functions, and will eventually take over the management functions of all promotion positions and keywords.”
After verification with Baidu, the so-called "Professional Edition" mentioned in the announcement is the "Fengchao" promotion system frequently mentioned in the industry. Baidu executives have made it clear on multiple occasions that as a new generation search promotion management platform, "Fengchao" will solve the problem of confusion between ordinary search results and PPC search results, and can help companies effectively improve promotion effects. Baidu spent a year and a half developing this system, and spent most of its research and development expenses in 2008-2009. For more than a month, the two systems Fengchao and "Price Ranking" have actually been used in parallel.
It is reported that although Fengchao's functions and promotion effects are better than those of the old system, some companies feel that it is relatively more complicated to use. It requires an adaptation period in terms of familiarity with the functions and usage habits, so Baidu does not dare to Stop bidding overnight. Last night, Baidu stopped part of the bidding ranking system, which was equivalent to announcing the beginning of the replacement work. Baidu yesterday refused to disclose the timetable for the complete replacement of PPC, but insiders revealed that Baidu has determined to speed up the replacement of PPC system.
Analysts believe that for Baidu, long-term maintenance of two search advertising systems will bring huge waste of manpower and material resources, so it is expected to accelerate the replacement of "bidding ranking". "Fengchao represents the mainstream of search marketing in the future. Whether companies can accept and master Fengchao in a short period of time will be a test for Baidu's future work." The person told reporters.
Contrary to Wall Street analysts' concerns that the Fengchao system may reduce Baidu's market share, the well-known analyst firm iResearch believes that Baidu's share in China's search field will continue to expand after the Fengchao system is fully launched.
Baidu's early update last night was not due to the closure of part of the bidding ranking system.
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