Chapter 234 Ripening
Zhang Wei remained silent, and Yao Xiaoguang did not dare to disturb him, but just looked at him quietly.
After a while, Zhang Wei finally sighed and said: "You must be familiar with the website hao123, right?"
"You are talking about that navigation website, right? Remember the one from the year before last At that time, it had been acquired by Baidu. Are you planning to promote it through this kind of navigation website?”
Zhang Wei nodded: “The more rogue the website navigation website is, the larger the user base will be. hao123 should have the largest user base, and we can promote it through it. When promoting, we focus on free games, and the advertising slogan is to bring Diao Chan home.”
"I've never done this before in website navigation to place ads. I'm not sure how effective it will be," Yao Xiaoguang said.
Zhang Wei directly opened the computer's browser, and the hao123 interface appeared on it.
“Look, the most conspicuous position on this webpage is the famous website navigation. The red words in the famous website navigation should be advertising promotion links. We definitely need them here. Just write “Bring Diao Chan” Go home.
Look below, which is the navigation of the classified website. In the category of games, there are 17173, Sina Games, Pacific Games, etc. We also need an advertising space in this position, so we will write free games. ”
In the era without 360 anti-virus, URL navigation websites were basically rogue software. As long as you log in once, your browser homepage will be forcibly bound. By right-clicking the browser icon, click Properties to modify the homepage. This operation cannot be changed at all.
Although the website navigation is rogue, it really makes it easier for netizens to surf the Internet. At least when netizens log in to major portals, they no longer need to enter the URLs one by one. They only need to click on the links on the website navigation.
At the same time, website navigation is also the best way to promote web games. Even the various website navigations now have links to various web games. In particular, various versions of "Legend" advertisements account for almost half of the market.
hao123 is probably the most notorious malware in website navigation. Even today, there are still many computer homepages that are hijacked and locked by hao123. There are also various tutorials on the Internet to teach you how to solve the hijacking by hao123. .
Twenty years ago, ordinary people had no way to deal with the hijacking of hao123, even using paid antivirus software such as Rising Antivirus and Kaspersky.
Until 360 Antivirus appeared, it was really effective. It directly changed your homepage from hao123 to 360 Navigation.
Therefore, at that time, advertising web games on hao123 was almost equivalent to forcing Internet users who browsed the web to watch advertisements.
"Free games" will definitely attract cheap netizens; and "bringing Diao Chan home" will definitely attract a group of old perverts.
After talking about the promotion on hao123, Zhang Wei sighed and continued reluctantly; "Also, do you have any acquaintances in Baidu?"
"Although hao123 It was acquired by Baidu, but it should be an independent department. If I advertise with hao123, do I still need to contact Baidu?" Yao Xiaoguang asked puzzledly.
“We are looking for Baidu not to promote on hao123, but to use Baidu promotion to promote our games.” Zhang Wei replied.
"Baidu promotion?" Yao Xiaoguang frowned: "The effect of that thing is relatively average, and I heard that it is only used by big companies. Using Baidu promotion to promote our games, is it overkill?"
< br>"I'm not talking about ordinary Baidu promotion, but keyword promotion." Zhang Wei said in a low tone.
“Keyword promotion? Baidu has this business? I haven’t heard of it!”
“Not yet, but we need it now.” Zhang Wei sighed again, Then he said: "This is a ferocious beast!"
......
What Zhang Wei is considering whether to unleash the beast is keyword promotion.
For search engines, the earliest profit model is to receive advertising, but it is difficult to maintain the normal operation of search engines by relying on advertising fees. In order to make profits, companies have come up with bidding rankings.
You can tell what the bidding ranking is just by looking at the name. The more money you pay, the higher your ranking will be when users search for it.
This thing was first developed by Yahoo. It existed in the 1990s. Later, Google also started to use it. In September 2001, Baidu also started the bidding ranking business. It can be said that this is the benchmark for search engine profitability. match.
The early bidding rankings were similar to advertising. If the customer paid an advertising fee, his position would be higher.
Later, the pay-per-click model emerged. Promotional information appears in search results. If it is clicked by a user, the search engine will charge a promotion fee. If it is not clicked by a user, no promotion fee will be charged.
The business of Baidu at that time was called Baidu Promotion. In 2006, the main users of Baidu Promotion were large enterprises.
For small businesses, the traffic drainage cost of Baidu promotion is too high, the traffic drainage effect is not good, and it is not cost-effective.
The reason why the traffic drainage effect is not good is that Baidu has not yet launched the keyword bidding ranking business at this time.
In the absence of keyword bidding, users must search for this thing, so that bidding ranking can take effect.
For example, if you search for Liuwei Dihuang Pills, the search engine will show you information related to Liuwei Dihuang Pills. In other words, whatever you search for is what you search for, and Baidu will not push it to you randomly.
Because in Baidu's search structure, "Liuwei Dihuang Pills" is just a noun, not a keyword. Customers search for a noun and display information related to the noun according to the system settings.
But if you are making Bawei Dihuang Pills and you buy bidding rankings, then users can only search for Bawei Dihuang Pills and your bidding will put you at the top. If you search for Liuwei Dihuang Pills, you will not be found.
Bawei Dihuang Pills are not as famous as Liuwei Dihuang Pills! Therefore, there are far fewer users searching for Bawei Dihuang Pills. If users do not search for Bawei Dihuang Pills, the bidding ranking of Bawei Dihuang Pills will not be triggered.
This mechanism is obviously beneficial to large companies and big brands, but not conducive to the promotion of small businesses and small brands.
The popularity of big companies and brands is inherently high. When people search, they will definitely search for high-profile products first. For those with low popularity, no one will search for them, and naturally there will be no traffic.
But in 2009, Baidu launched the Phoenix Nest Project, and keyword bidding has been in existence since then.
With keyword bidding, when you search for "Liuwei Dihuang Pills", it is no longer a noun, but will trigger the keyword.
If Bawei Rehmannia Wan also buys the bidding for the keywords "Liuwei Rehmannia Wan", then when the user searches for "Liuwei Rehmannia Wan", the information that ranks first is not Liuwei Rehmannia Wan related information. But your Bawei Dihuang Pills.
With this kind of search mechanism, as long as small businesses and small brands are willing to spend money on keyword bidding, they can take advantage of the popularity of big companies and big brands. Users are obviously searching for big brands, and the results will be ranked at the top. They are all various off-brand products.
The medical advertising incident that caused much controversy in later generations originated from this keyword bidding mechanism.
Putian-based private hospitals bought various keywords, such as the names of various diseases and the names of major hospitals.
If you search for kidney deficiency on Baidu, the first few pages will be filled with advertisements for Putian hospitals treating kidney deficiency; if you search for Union Hospital, the top ones will not be the official website of Union Hospital, but various Putian hospitals. Private hospital.
When medical advertising was at its peak, those Putian hospitals would even send people to keep an eye on Baidu’s keyword bidding system. As long as their rankings dropped, they would immediately add money to ensure that their position could be ranked in the search results. Forefront.
There is no doubt that this keyword search is a scourge for search engines. It will not only destroy the ecology of the entire industry, but also harm people.
So Zhang Wei didn't want to release this beast so early.
But then I thought again, even if I don't release this beast, then three years later, this beast will still come out of the cage, and it will still come out to cause harm to people. Zhang Wei alone cannot stop it, the state must take action to regulate it.
It's like having a fire boil on your body. All you need to do is wait until the fire boil matures, then prick it and squeeze out the pus. If you ripen it quickly, it will get better faster.
So many ointments on the market for treating fire boils actually work to accelerate ripening, rather than making the fire boils go away.
Zhang Wei feels that since there is no way to stop it, it is better to be the ripening drug and use keyword bidding earlier to cause the problem to break out earlier and solve the problem earlier.
...
In Baidu Promotion Department, Director Chen is concentrating on making a PPT.
A subordinate knocked on the door and came in and said; "Director, there are two clients outside and want to see you."
"What clients?" Director Chen was still focused on what he was doing. I was working on it without even raising my head. "It's a game company called Weiguang Technology. They just made a Three Kingdoms game. They want to buy our bidding ranking, but they are not satisfied with our plan, so they want to meet with you." replied.
"A person who makes games? What's the name of the person in charge?" Director Chen asked next.
"One is named Yao Xiaoguang, he is about 27 or 28 years old, and the other is named Zhang Wei. He looks like a college student in his early twenties. This is their business card." The men put their names on The business card was handed over.
"Yao Xiaoguang? I seem to have some impression of this person. I remember he was Shanda's game planner." Director Chen said and took the business card.
At the beginning of the 21st century, China's Internet circle was not large. Director-level figures from several major Internet companies had heard each other's names even if they did not know each other.
At that time, Shanda was a leading company in the gaming industry, and the name Yao Xiaoguang was also well-known in the Internet circle.
Since we are colleagues and customers, it would be inappropriate to miss them, so Director Chen nodded: "Then invite Mr. Yao and the others to come over! I'll pour two more cups of tea by the way."
After a while, Zhang Wei and Yao Xiaoguang were invited in.
"Mr. Yao, I have long admired your name!" Director Chen knew who Yao Xiaoguang was just by looking at his age.
"Director Chen, hello, I am Yao Xiaoguang, and this is Mr. Zhang from our Weiguang Technology." Yao Xiaoguang introduced Zhang Wei next to him.
"Mr. Zhang looks so young! You are so young and promising! To be honest, if Mr. Yao hadn't introduced you, I would have thought you were still a college student!" Director Chen said with a smile.
"Director Chen, you have a really good eye for judging people. In fact, I am just a college student." Zhang Wei replied.
"Then you started a business while you were still in college! That's awesome!" Director Chen complimented, and then asked, "I wonder which university Mr. Zhang studied at?"
< br>"Qing University." Zhang Wei said.
"It turns out that I am a junior fellow student from Qingdao University! I graduated from Peking University, so we can be considered a family!" Director Chen said, beckoning the two of them to sit down.
After a few pleasantries, the conversation between the two parties finally got down to business.
"Mr. Yao, Mr. Zhang, I heard that you are not satisfied with our promotion plan. Do you have any special requirements for product promotion?" Director Chen asked.
"Director Chen, we have seen the current model of Baidu promotion. To be honest, I think it is not very effective for small brands and small businesses like ours." Zhang Wei said.
“The effect of search promotion must be good or bad. If a large company has a high brand awareness, the promotion effect will definitely be better. But this is also a matter of course. When it comes to the same search promotion, Adi It’s unrealistic for Nike to have the same promotion effect as old Beijing cloth shoes, right?” Director Chen explained.
"Director Chen, I understand what you are saying, so we came to you just to find out if Baidu has any special promotion services that would be more beneficial to small businesses like ours and could be more effective. It's good to show our strengths to users."
"Well..." Director Chen hesitated, and then said: "As for the method, we now have a search ranking list on Baidu. If you If you are willing to invest more, you can put your game at the top of the charts.”
"The salesmen outside have also mentioned this method. If we think it is suitable, we will not come to you." Zhang Wei said with a smile.
"The only other option is to increase advertising traffic. But the cost will be relatively high. To be honest, I think if it is not a top-level popular game, it is not very cost-effective." Director Chen said in a tone Sincere and acting like he cares about his customers.
Zhang Wei then said: "Since Director Chen also thinks that increasing advertising traffic is not cost-effective, how about I propose a plan?"
I dare to say that this is to be customized by smuggling. Route! You'll definitely need to pay more.
You are a bastard if you don't make money, so Director Chen immediately said: "Please speak."
"I wonder if Director Chen has ever heard of keyword bidding?"
"Keywords?" Director Chen pondered for a few seconds before asking: "Are you talking about the search keywords?"
Zhang Wei winked at Yao Xiaoguang Yao Xiaoguang took out a planning document from his bag and handed it to Director Chen.
"Director Chen, please take a look, this is the plan we thought of."
The plan was handed over by Yao Xiaoguang, and Director Chen did not dare to neglect it. After all, Yao Xiaoguang is also quite famous in the Internet circle. The game planning may bring some novel things.
Director Chen opened the planning book, read it carefully, and quickly understood the connotation of keyword bidding.
“Oh my god, I can actually come up with such a thing! If this is really introduced into search engines, the entire industry will change!”
……
In the president's office, Mr. Li is looking high-spirited at this time.
Four months ago, Baidu was successfully listed on Nasdaq. In view of China's huge population and rapidly growing market, Baidu immediately became the darling of the capital market. The issue price of Baidu stock was US$27, on the first day of listing. It rushed to more than 150 US dollars.
Through financing in the US stock market, Baidu has sufficient ammunition, and now it is working hard to expand its business.
"Mr. Li, Director Chen of the Promotion Department is here!" the secretary's voice sounded.
"Please come in, Director Chen!" Mr. Li said immediately.
The promotion department is the department responsible for making money at Baidu and is the boss’s favorite. Director Chen doesn’t need to make an appointment if he wants to see Mr. Li.
After Director Chen walked in, he did not say any polite words, but said straight to the point: "Mr. Li, here is a planning plan, which is about exploring new profit models for search promotion. Please take a look at it. ”
When he heard about the new profit model, Mr. Li immediately became energetic. Internet companies are not afraid of new models, but afraid of no models.
Mr. Li looked at the result planning book carefully. The description of keyword bidding in it instantly attracted him. With his many years of experience in the search industry, he could immediately see that this keyword bidding could bring huge profits, and it would also subvert the entire search industry!
“This is a great method! With this keyword bidding, many small businesses and small brands will benefit from it, and then the majority of small businesses will also become our search promotion customers! Our revenue will also increase Significant growth!"
Mr. Li looked excited and asked: "How did you come up with this method? You can try this new model. If it works well, we can promote it on a large scale! The bonus from your promotion department will definitely be indispensable!"
"Thank you, Mr. Li. Actually, this method was not thought of by me, but by one of our customers." Director Chen then introduced; "This. The client’s name is Yao Xiaoguang, who used to be a game planner at Shanda.”
"It turns out that we are also working on the Internet! Yao Xiaoguang is a talented person who can think of this model. Being a game planner is too unqualified. Is it possible to invite people to our place?" Mr. Li had the idea of poaching people.
"It is unlikely. Yao Xiaoguang is starting a business. He has opened a company of his own called Weiguang Technology. This time he came to us to promote their newly developed games."
"That's such a pity." Mr. Li sighed slightly.
Director Chen then reported: "In fact, Weiguang Technology also has requirements. They hope that if keyword bidding is implemented, they will be given more keywords."
"This Yes, as long as their requirements are reasonable, try to meet their requirements! In addition, you can also give them a preferential price as a way to make friends.
A game company can actually have such a mind. This game company must have great potential! Maybe we will have more cooperation opportunities in the future. "
Mr. Li said as he continued to look at the planning book in his hand, with an expression as if he had found a treasure.
They have all presented their treasures, so you should give some gifts in return. Reciprocity!< br>
(End of this chapter)