Recently, I wrote about the difference in paid search clicks on Google and Microsoft's Bing search engines. My main point is this: In Microsoft's Bing search engine, sponsored links attract about 80% of user attention, which is higher than in Google. Compared with June last year, Microsoft search ads received 170% better clicks in June this year. Now, there are many articles in the industry discussing and analyzing this issue.
If we go back to the beginning, we can analyze the following different methods:
--For Microsoft, this is great news. Compared with before, Bing got more users to click on paid searches and made more revenue. Microsoft may conduct in-depth research on this and provide users with better and convenient search query methods. It will also find that paid search term results are better than organic search results. This can be seen as a positive sign.
--There are businesses that buy paid search terms, so they pay a certain fee for every click on their website. Ideally, advertisers can determine the value of a user's visit to their website. If that number doesn't grow, advertisers will be nervous about the extra traffic. But the question is: Does the traffic lead to an increase in sales? Or does Bing bring more unqualified users? Another potential risk: Research shows that users who enter the website through organic search have higher conversion rates For users who entered through paid search. In short, Bing is still very young, and advertisers' search results will vary depending on the website, industry, goals, etc. These are all questions worth considering.
- Will users of Bing continue to use it? Will they continue to click on paid search listings with high frequency? How will Google respond? Do consumers find that Bing provides them with better search results? Of course , it is too early to discuss this issue, but it is indeed a problem.
When someone in the enterprise is responsible for online channels, he hopes that you will not pay too much attention to the number of clicks or the number of users, but should focus on the quality of the traffic. Spend some time studying what happened, adjusting for differences and possible trends. Instead of focusing solely on clicks, you should look for ways to adjust, improve, and target your messaging to increase the quality of the traffic to which you click.
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