By Eric Enge, The ClickZ Network, , Jun 12, 07
在最近一次搜尋引擎大會上，有兩方行銷人員為「競價管理工具已死?」這話題作正式辯論。
During the recent Search Marketing Expo two teams of search marketers took sides in a formal debate on the topic.
認為競價管理工具已死的一方認為：
Major themes of the Dead Team were:
1. 由於不可直接競標PPC廣告在搜尋引擎結果頁的位置，使自動競價管理難以實行。
The inability to bid for placement in a direct manner makes automated bid management much harder to do
2. 現在廣告活動的重點是你的廣告文案及 landing pages。競價管理工具不會助你處理這些，反而使你對廣告活動的管理錯誤地安心。
The biggest issues in your campaign now are your ads, and your landing pages. Bid management tools don't help you with these, and they can in fact lull you into a false sense of security.
3. 為建立品牌而設計的關鍵字不一定可轉換為成交。但有不少公司想要採購與他們的商品/業務最相關的關鍵字，而沒有考慮它們的直接報酬回報率。如果這些關鍵字由管理工具處理，它們很有可能會被「關掉」。
Brand building keywords don't necessarily convert that well into business. But many businesses will want to buy the keywords most closely associated with their business, regardless of direct ROI. If these keywords are "bid managed" they may well be turned off.
4. 網友點擊搜尋結果而首次瀏覽某一網站 (如跑車)，不一定會馬上便購買。若某君是為研究或調查的目的而搜尋「跑車」這個關鍵字，他往往會多次瀏覽你的網站後，才會購買你的商品/服務。競價管理工具不好處理這些重複被搜尋的關鍵字，亦很有可能把它們「關掉」-- 可是，偏偏這些關鍵字很有可能是網站的整體盈利的關鍵部份。
First visit search queries (e.g. sports car) don't result in immediate sales. If someone searches on "sports car" it's likely that they are in research mode. They may visit your site many times before making a purchase. Bid managing these keywords is also very difficult to do, and could well result in turning these keywords off. Yet they may be a key part of the overall site profitability.
認為競價管理工具沒死的一方認為：
Major themes of the Not Dead Team were:
1. 管理大型廣告活動實在是太複雜了，競價管理工作可助你把事情做得最好。
There is too much complexity in managing large campaigns, and bid management can help you scale.
2. 他們同意廣告文案及landing pages是極為重要的，但同時又指出使用競價管理工具並不會使你忽略它們。
They agree that ad copy and landing pages are incredibly important, and point out that a bid management tool does not prevent you from focusing on that.
3. 建議把為建立品牌而設計的關鍵字及「首次到訪搜尋」關鍵字從競價管理工具的關鍵字名單中移除。
Deal with brand building keywords and "first visit search" keywords by keeping them out of the bid management tool
當討論得差不多了，最後大家都達成共識。所有專題討論小組參加者最終同意競價管理工具是很有用的工具，但在今天廣告的大環境中，除了競價管理工具能提供的效益外，你亦必須多花很多功夫才可達至成功。
As the discussion matured, it did in fact come to a consensus. The panelists ultimately agreed that bid management is a useful tool, but that in today's advertising environment you need to do much more in addition to what the bid management tool can do.
一個完整有力的關鍵字廣告活動策略包括以下各點：
A solid strategy for your PPC campaigns will have the following elements:
1. 使用競價管理工具去管理你的廣告活動的長尾效應。
Use a bid management tool to manage the long tail of your campaign.
2. 用心設計你的廣告文案及 landing pages，因為它們對你的廣告活動的成本及轉換率有極大影響。
Stay focused on your ad copy and your landing pages, because they can dramatically influence the cost and conversion rates of your campaigns.
3. 拿走重要的建立品牌關鍵字，並分開管理它們。
Take significant brand building terms and manage them separately.
4. 拿走「首次到訪搜尋」關鍵字，並分開管理它們。
Take significant "first visit search" keywords and manage them separately as well.
最後，我認為競價管理工具是你用來管理廣告活動的關鍵性工具。對不少公司而言，有不少營收來自長尾效應。而且，長尾效應的關鍵字的競價遠比熱門關鍵字的競價低。為了充份從長尾效應獲利，你必須引用上千、上萬甚至數十萬個關鍵字。
Ultimately, I view bid management as a critical tool in your PPC campaign toolkit. For many businesses, there is a large amount of money to be made in the long tail, and it's an environment that tends to be less competitive than the major keywords. To take advantage of this opportunity can often require you to implement thousands, tens of thousands, or hundreds of thousands of keywords.
要有效處理如此大量的關鍵字，不用自動化的工具是不行的。所以，你還是需要競價管理工具的幫助才行。
There is no practical way that this quantity of terms can be managed effectively by any non-automated means. Ultimately, you need to have help.
Eric Enge是一家在波士頓外的 SEO 顧問公司 -- 石廟顧問公司的董事長，他也是移動交通公司之創立人，也是城鎮資料及客制搜尋指南的出版人。
Eric Enge is the president of Stone Temple Consulting, an SEO consultancy outside of Boston. Eric is also co-founder of Moving Traffic Inc., the publisher of City Town Info and Custom Search Guide.
PS: 感謝悠立科技數位媒體事業部總監 Patrick同意轉載此篇翻譯文章。
原文請見 here
在最近一次搜尋引擎大會上，有兩方行銷人員為「競價管理工具已死?」這話題作正式辯論。
During the recent Search Marketing Expo two teams of search marketers took sides in a formal debate on the topic.
認為競價管理工具已死的一方認為：
Major themes of the Dead Team were:
1. 由於不可直接競標PPC廣告在搜尋引擎結果頁的位置，使自動競價管理難以實行。
The inability to bid for placement in a direct manner makes automated bid management much harder to do
2. 現在廣告活動的重點是你的廣告文案及 landing pages。競價管理工具不會助你處理這些，反而使你對廣告活動的管理錯誤地安心。
The biggest issues in your campaign now are your ads, and your landing pages. Bid management tools don't help you with these, and they can in fact lull you into a false sense of security.
3. 為建立品牌而設計的關鍵字不一定可轉換為成交。但有不少公司想要採購與他們的商品/業務最相關的關鍵字，而沒有考慮它們的直接報酬回報率。如果這些關鍵字由管理工具處理，它們很有可能會被「關掉」。
Brand building keywords don't necessarily convert that well into business. But many businesses will want to buy the keywords most closely associated with their business, regardless of direct ROI. If these keywords are "bid managed" they may well be turned off.
4. 網友點擊搜尋結果而首次瀏覽某一網站 (如跑車)，不一定會馬上便購買。若某君是為研究或調查的目的而搜尋「跑車」這個關鍵字，他往往會多次瀏覽你的網站後，才會購買你的商品/服務。競價管理工具不好處理這些重複被搜尋的關鍵字，亦很有可能把它們「關掉」-- 可是，偏偏這些關鍵字很有可能是網站的整體盈利的關鍵部份。
First visit search queries (e.g. sports car) don't result in immediate sales. If someone searches on "sports car" it's likely that they are in research mode. They may visit your site many times before making a purchase. Bid managing these keywords is also very difficult to do, and could well result in turning these keywords off. Yet they may be a key part of the overall site profitability.
認為競價管理工具沒死的一方認為：
Major themes of the Not Dead Team were:
1. 管理大型廣告活動實在是太複雜了，競價管理工作可助你把事情做得最好。
There is too much complexity in managing large campaigns, and bid management can help you scale.
2. 他們同意廣告文案及landing pages是極為重要的，但同時又指出使用競價管理工具並不會使你忽略它們。
They agree that ad copy and landing pages are incredibly important, and point out that a bid management tool does not prevent you from focusing on that.
3. 建議把為建立品牌而設計的關鍵字及「首次到訪搜尋」關鍵字從競價管理工具的關鍵字名單中移除。
Deal with brand building keywords and "first visit search" keywords by keeping them out of the bid management tool
當討論得差不多了，最後大家都達成共識。所有專題討論小組參加者最終同意競價管理工具是很有用的工具，但在今天廣告的大環境中，除了競價管理工具能提供的效益外，你亦必須多花很多功夫才可達至成功。
As the discussion matured, it did in fact come to a consensus. The panelists ultimately agreed that bid management is a useful tool, but that in today's advertising environment you need to do much more in addition to what the bid management tool can do.
一個完整有力的關鍵字廣告活動策略包括以下各點：
A solid strategy for your PPC campaigns will have the following elements:
1. 使用競價管理工具去管理你的廣告活動的長尾效應。
Use a bid management tool to manage the long tail of your campaign.
2. 用心設計你的廣告文案及 landing pages，因為它們對你的廣告活動的成本及轉換率有極大影響。
Stay focused on your ad copy and your landing pages, because they can dramatically influence the cost and conversion rates of your campaigns.
3. 拿走重要的建立品牌關鍵字，並分開管理它們。
Take significant brand building terms and manage them separately.
4. 拿走「首次到訪搜尋」關鍵字，並分開管理它們。
Take significant "first visit search" keywords and manage them separately as well.
最後，我認為競價管理工具是你用來管理廣告活動的關鍵性工具。對不少公司而言，有不少營收來自長尾效應。而且，長尾效應的關鍵字的競價遠比熱門關鍵字的競價低。為了充份從長尾效應獲利，你必須引用上千、上萬甚至數十萬個關鍵字。
Ultimately, I view bid management as a critical tool in your PPC campaign toolkit. For many businesses, there is a large amount of money to be made in the long tail, and it's an environment that tends to be less competitive than the major keywords. To take advantage of this opportunity can often require you to implement thousands, tens of thousands, or hundreds of thousands of keywords.
要有效處理如此大量的關鍵字，不用自動化的工具是不行的。所以，你還是需要競價管理工具的幫助才行。
There is no practical way that this quantity of terms can be managed effectively by any non-automated means. Ultimately, you need to have help.
Eric Enge是一家在波士頓外的 SEO 顧問公司 -- 石廟顧問公司的董事長，他也是移動交通公司之創立人，也是城鎮資料及客制搜尋指南的出版人。
Eric Enge is the president of Stone Temple Consulting, an SEO consultancy outside of Boston. Eric is also co-founder of Moving Traffic Inc., the publisher of City Town Info and Custom Search Guide.
PS: 感謝悠立科技數位媒體事業部總監 Patrick同意轉載此篇翻譯文章。
原文請見 here
1 意見:
As well as possible!
張貼意見