原创首发:网络法博客 作者:张樊

 

央视《新闻30分》连续报道了百度的竞价排名内幕,将其竞价排名广告内容的虚假、勒索排名等问题都曝光在公众面前,引发了公众对其商业道德的质疑。当然百度竞价排名最突出的问题的还是点击欺诈,即对于客户所存在的商业欺诈。与此同时,国内最大的生活服务网络平台——雅虎口碑上线了一款搜索产品“壹推广”。这是一款生活服务搜索竞价产品,表面上跟百度的“竞价排名”很相近,但是仔细一观察,可以发现其可以有效规避百度“竞价排名”所存在的点击欺诈、虚假广告等各种问题,还能有效提高广告效率。

 

首先,雅虎口碑“壹推广”能够有效避免百度“竞价排名”的点击欺诈问题。与百度“竞价排名”的按点击次数收费不同,雅虎口碑“壹推广”的竞价是按照天来收费,每天最低收费仅一元。这样无论点击次数多少,“壹推广”每天的费用是固定,这样成本低廉,可以让客户不用担心因为过多点击所造成的高昂费用及点击欺诈。

 

其次,雅虎口碑“壹推广”能有效解决广告内容真实性、合法性的问题。百度“竞价排名”根本不对广告内容和关键词进行实质性审核,以致于很多虚假广告、侵权广告都出现在百度竞价排名之中,导致了不少消费者由于误信百度搜索引擎竞价排名所提供的虚假网站或信息而上当受骗。这个问题,在雅虎口碑“壹推广”中是不会出现的。一方面,“壹推广”对竞价的关键词和网站的广告内容进行人工审核,严格保证其符合国家相关法律、法规和政策的规定,最大限度避免虚假、侵权广告的出现,保护广大消费者的利益;另一方面,“壹推广”的投放广告位固定在两个区域,很清楚地让用户识别哪些是广告,哪些是自然寻找的生活信息,不会以软广告的形式混淆用户的判断,从而正确决定自己的行为。

 

最后,雅虎口碑“壹推广”的营销效果更为精准。百度的搜索用户绝大部分并不是出于消费为目的,但是竞价排名广告带来的点击,对于广告主来说,完全是无效的。这样一来,浪费了巨额的广告费用,但是效果并不明显。而人们使用雅虎口碑搜索,本身就是出于寻找相关生活服务信息,对于“壹推广”中出现的广告必然具有更强的针对性,可以给广告主带去更多的有效客户。在这个意义上,雅虎口碑“壹推广”是在一个专业搜索上的竞价产品,比综合性搜索引擎的营销效果更为精准。

 

雅虎口碑“壹推广”除了上面这些优势之外,广告客户还能很方便地使用支付宝等在线支付工具,方便竞价,也方便竞价失败后的及时返还。由此可见,雅虎口碑“壹推广”为更多的客户提供了一个方便、低廉、有效、放心的竞价平台。

 

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