CCTV exposure in Baidu nearly a month after the issue, Baidu cut its fourth-quarter revenue forecast. Revenue expected from the previous 10.25-10.55 billion, adjusted to 890 million yuan to 900 million yuan, have dropped about 13-15%. Baidu from November 17 banned ads removed, the end of this quarter, and only a short period of less than a month and a half hours, but a decrease of 13-15% of the quarterly revenue, that is, if the CCTV exposure and then a half months ahead of schedule, Baidu may affect 26-30% of the quarterly revenue, which is a very alarming figure. How search engines have become the most friendly on Grey industry advertising medium?
This problem may be more than just search engine problems. Grey industry laws and regulations due to practical constraints and extrusion, have to constantly look for new business opportunities. Relative to the norms of commercial, industrial gray more sensitive sense of smell, more willing to take risks, be more afraid of setbacks, more like the embrace of new technology. Thus, despite poor living environment, but they can always find living space. A few years ago, "USA Today" reports said, the online pornography can lead the technology trend of the total. In those big media companies are still carefully study demonstrated the potential impact of new technologies, the pornographic website has been the use of complex new technologies very masterfully.
Robin Li said the company after five years no longer have internet. No need to wait until five years later, today, most of the gray industry has become the first Internet companies, search engines are providing them a steady stream of "customers." Despite the existence of bidding, advertising costs continue to rise, but a non-profits with business, the price of even the ability to turn itself, they are still profitable. As long as profitable, there is no insurmountable obstacle.
I do not think that search engines can be completely shielded gray industries, as sick as we can not avoid. Advertising method is not formulated for today's market conditions, which by default only a few companies that have done commercials, advertising publishers on dozens, hundreds of advertisers to review, will not become a serious burden. However, when hundreds of thousands of advertisers into several millions of such audit to be a deceptive show.
Baidu is now only 200,000 advertisers, and make it look also affordable. I believe that one day it will have 2 million or more, Baidu how to do this with a huge army of the audit, to ensure the qualifications of each advertiser, and the accuracy of each ad? Moreover, this audit army Each member should have operators with industry matching gray determination, persistence, perseverance, wisdom and responsibility. This, possible?
Rule part of the problem can be solved, such as a total ban on the sale of certain keywords. Technology is part of the problem can be solved, such as better correlation algorithm. But there is no doubt that industry will gray long-term coexistence with the search engines, search engine wants to remove the responsibility, it must implement an iron rule - will advertising with a clear distinction between the natural search results. Only when the user explicitly aware of, which is advertising, he would be vigilant, but also can make a complaint.