搜索引擎关键词广告的运用及策略分析 - 图文

本科毕业设计(论文)

搜索引擎关键词广告的运用及策略分析

院 （系）： 人文学院 专 业： 广告学 班 级： 080903班 学 生： 陈 政 学 号： 080903102 指导教师： 李亦宁

2012年 6月

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搜索引擎关键词广告的运用及策略分析

摘要

近年，中国网民人数的不断增长和互联网应用的快速发展，以及企业营销策略的变化，搜索引擎作为一种新型的营销方式越来越受到企业的重视。据中国互联网络信息中心统计，截至2011年6月底，搜索引擎用户规模达到3.86 亿，

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较2010年底增长1153 万人，半年增长率3.1%，使用率79.6%。由此可见搜索引擎作为网络营销的主要应用手段必将成为企业的首选。同时也随着搜索引擎的广泛运用，也孕育出了搜索引擎关键词广告这一新型的广告形式。

搜索引擎关键词广告充分利用搜索引擎其覆盖面广，针对性强，投入小等特点为企业进行全面而有效的网络营销宣传和推广。对企业的网站推广、品牌树立、产品销售等都具有明显的效果。因此，不论是从宏观角度还是从行业角度来看，搜索引擎关键词广告都为广大企业提供着巨大的商机。但是目前在国内的搜索引擎关键词广告的运用中，仍有很多层出不穷的问题，主要集中在：竞价排名的恶意竞争，商标侵权，虚假广告信息等问题。以及有效的搜索引擎关键词广告没有得到专业化经营和管理,企业特别是中小企业不知道如何科学地借助搜索引擎营销来快速发展壮大自己，他们不是盲目地跟从别人就是没有把搜索引擎营销纳入整个营销体系，甚至怀疑搜索引擎营销的效果。基于此，本论文提出搜索引擎关键词广告的运用及策略分析：搜索引擎行业的自律和技术的更新；相关的监管部门需要建立健全相关的法律法规来规范,以及企业制定一个和自身特点相结合的搜索引擎关键词广告投放策略。

关键词：网络广告；搜索引擎；关键词广告

The use of the search engine keywordadvertising and policy

analysis

Abstract

In recent years, the number of Chinese Internet users increase and the Internet application of rapid development, and the enterprise marketing strategy change, search engines as a new ways of marketing more and more get the attention of the enterprise. With China Internet network information center statistics, by the end of June, 2011, search engine users to scale up to 386 million, a 2010 at the end of the 11.53 million increase, half year growth rate 3.1%, utilization rate is 79.6%. This shows the search engine as the main application of network marketing will become the first choice of the enterprise means. Also with search engine and extensive application, also gives birth to the search engine keyword advertising this new type of advertising forms.

Search engine keyword advertising make full use of its search engine coverage, targeted, small investment etc for enterprise comprehensive and effective network marketing and promotion. Of the enterprise website popularization, branding, product sales and other has obvious effect. Therefore, whether from the macroscopic Angle or from industry perspective, search engine keyword advertising for the enterprise to provide great opportunities. But now in the domestic search engine keyword advertising the use of, there are still many problems emerge in endlessly, mainly on competitive ranking malicious competition, trademark infringement, the false advertising information, etc. And effective search engine keyword advertising didn't get professional operation and management, enterprise, especially small and medium-sized enterprise does not know how to science by search engine marketing to quickly develop themselves, they are not blindly follow the others is not the search engine marketing into the marketing system, or even suspect that the search engine marketing effect. Based on this, this paper presents the use of the search engine keyword advertising and policy analysis: search engine industry self-discipline and technology update; Related to establish and perfect the supervision department relevant laws and regulations to regulate, and enterprises to formulate a and combining the characteristics of their search engine keyword advertising strategy.

Key words: Internet advertising; Search engines; Keyword advertising

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目录

摘要 ............................................................................................................................. II Abstract ..................................................................................................................... II 1 绪论 ......................................................................................................................... 1

1.1 搜索引擎关键词广告的概念界定.................................................................. 1 1.2 搜索引擎关键词广告的优势.......................................................................... 2

1.2.1 基于搜索引擎平台，覆盖面广............................................................ 2 1.2.2 目标精准，针对性强，直接为企业带来客户.................................... 2 1.2.3 按效果付费，获得新客户的平均成本低............................................ 2 1.2.4 专业的推广管理系统，功能丰富，管理灵活.................................... 3

2 搜索引擎关键词广告的运用现状 ................................................................. 4

2.1 百度、Google等搜索引擎关键词广告服务商的区别 ................................. 4 2.2 投放搜索引擎关键词广告的广告主分析...................................................... 4 2.3 受众群体现状分析.......................................................................................... 5

2.3.1 年龄结构................................................................................................ 5 2.3.2 职业结构................................................................................................ 6 2.3.3 主要网络应用使用行为........................................................................ 6 2.3.4 消费者的搜索广告平均点击情况........................................................ 7

3 搜索引擎关键词广告运用过程中的问题及完善措施 ............................ 8

3.1 搜索引擎关键词广告运用过程中的问题...................................................... 8

3.1.1 竞价排名的广告投放模式.................................................................... 8 3.1.2 商标侵权问题........................................................................................ 9 3.1.3 存在虚假广告信息.............................................................................. 10 3.2 完善搜索引擎关键词广告运用的举措........................................................ 10

3.2.1 搜索引擎服务商的自律与监管.......................................................... 10 3.2.2 搜索引擎服务商采用合理技术手段规避风险.................................. 11 3.2.3 健全和完善搜索引擎领域的法律制度.............................................. 11