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Sponsored Search 付费搜索

The Networked Economy (11): Information Management, Strategy, and Innovation 网络经济：信息管理，战略，和创新. Sponsored Search 付费搜索. Agenda 议程. Advertising 广告 Consumer attention across media, ad spend across media 消费者对媒体的注意，媒体的广告投入 Branding vs direct response 品牌拓展和直接反应

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Sponsored Search 付费搜索

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  1. The Networked Economy (11):Information Management, Strategy, and Innovation网络经济：信息管理，战略，和创新 Sponsored Search付费搜索

  2. Agenda议程 • Advertising广告 • Consumer attention across media, ad spend across media消费者对媒体的注意，媒体的广告投入 • Branding vs direct response品牌拓展和直接反应 • Sponsored search: Keyword advertising付费搜索：关键词广告 • Business models商业模式 • Market mechanism, for price discovery价格发现的市场机制 • Tools for advertiser self-service (Panama, AdWords)广告商的自助服务工具（Yahoo的Panama，Google的Adwords） • Google checkoutGoogle在线结帐工具

  3. Why advertise?为什么要做广告? • Goal: The right information at the right time to the right person目标：适当的信息，在适当的时间到达适当的消费者 • Consumer surplus消费者剩余 • People will buy more stuff if they only know about it 人们通常购买他们熟悉的东西。 • E.g., detergent for black clothes 例如：黑色衣服的清洁剂 • Connect sellers with prospective buyers联系买方和潜在买方 • Valued based on effectiveness 以效果为判断依据 • Monetize consumer services 消费者服务货币化 • Consumer pays by attention 消费者通过关注度付费

  4. Advertising budgets广告预算 • All channels (US): USD 370 billion 各种渠道的广告总支出：3700亿美元 • Online (US): USD 10 billion在线广告支出（美国）：100亿美元 • Online segment small, but fastest growing 网络广告，这个快速成长的部分，费用为100亿 美国的广告支出（预测2005年比2004年的增长） 在线广告支出增长更快 因特网 西班牙语电视台 有线电视 户外广告 消费者或者周末杂志 垄断电视 报纸 收音机 网络电视 商业杂志

  5. Time spent with media vs advertising media mix人们花费在媒体上的时间与广告媒体组合 • People spend on average more than 30% of viewing time on internet …浏览网络广告占总的网络浏览时间的30%以上 • Younger people: Even more time on web, less on TV而年轻人花费更多的时间在网上，而不是在电视上 • … yet companies spend only 4% of their ad budget online但是公司却只将4%的广告预算花费在网络广告上 不同媒体 美国在媒体的广告支出 美国家庭花费在媒体的时间 电视 报纸 收音机 杂志 网络

  6. Online advertising market size网络广告市场份额 • Internet advertising market in China (2004)中国的网络广告市场（2004年） • Sina: USD 85M新浪：8500万美元 • Sohu: USD 68M搜狐：6800万美元 • Baidu: USD 25M百度：2500万美元 • 3721 (Yahoo): USD 50M3721雅虎：5000万美元 飞速发展： Google的收入几乎都来自于广告收入。从1993年起，Google的收入每个季度都会有突飞猛进的增长，公司从而逐渐成长为一家盈利非常好的公司。

  7. Business models商业模式 • Pay when transaction　 交易时付费 • CPA = cost per action (purchase, transaction, registration, …)CPA=每次交易成本（购买，交易，注册…） • Pay when clicked　点击时付费 • CPC = cost per clickCPC=每次点击成本 • Pay by impression　广告浏览付费 • CPM = cost per mille (French language for thousand)CPM=每千人浏览成本 • Rent the space for a flat fee (fixed amount)　租用空间，价格固定 • Reach, as in traditional media　影响范围如传统媒体 Easiest to verify: both parties know this information最容易验证：双方都知道该信息

  8. The Performance Pyramid

  9. Yahoo Panama: Tools for setting bids 竞价工具：Yahoo Panama

  10. Google AdWords竞价工具：Google AdWords • Decisions to be made by advertiser广告商要作的决定 • Text of ad广告文本 • Language, geography to be shown in　语言和地理区域 • Keywords　关键词 • System helps by leveraging all other users’ input通过系统放大所有其他广告客户的努力，产生惊人的效果 • Maximum CPC (cost per click)封顶每次点击付费（CPC） • Daily budget　每日预算

  11. Google AdWords, Yahoo Panama • Decisions to be made by the search engine搜索引擎要作的决定 • In which position to show the ad?　在什么位置登广告？ • Google: Rank determination includesGoogle：排序 (click through rate) * (expected amount paid if clicked)（点击率）*（点击支付金额） • This is the expected revenue for Google注：此即Google的预测营收 • Mechanism: Second-price auction基本原理：第二价格拍卖 • Actual amount paid: Price of the next lower one (plus 1 cent)实际支付价为次低价加一美分 • If too few people click, google will warn the advertiser and then take the ad off如果点击人数太少，google会先通知广告主，然后撤销广告

  12. Why does it work?作用的原因 • User communicates interest (self-selects)用户寻找兴趣（自我选择） • User is information seeking mode信息搜索模式 • User explicitly states interest清晰的兴趣陈述 • Targeting can be fine-grained 全面地直击目标市场 • Transparency: Advertiser can measure business impact 透明度：广告商可以量化用户行为带来的商业影响 • CPC: EasyCPC：简单 • CPA: A ‘clear pixel’, or ‘web-bug’ is placed on advertiser’s transaction confirmation page在广告主的交易确认页上安装clear pixel或web-bug • Worries about giving away too much information about revenues担心泄露太多营收信息

  13. AdSense • Vineyard Spam Salad – combine grapes, spam, peapods and onions

  14. Comments评价 • Auction mechanisms gives price discovery拍卖机制带来价格发现 • Make market efficient使市场有效 • Arbitrage between different payment schemes使用专业程序协调优化各种支付方案 • Bid management for keywords based 根据关键字进行竞价管理 • Feedback through experimentation通过试验进行反馈 • Performance 绩效数据 • Search Engine Optimization (SEO)搜索引擎优化（SEO） • Different landing pages for different keywords关键字不同，登录页也不同

  15. Search related businesses搜索的相关业务 • Media mix and search marketing 媒体组合和搜索营销 • E.g., unrealmarketing.com例如： unrealmarketing.com • Direct marketing直接营销 • Email channel电子邮件渠道 • Analytics分析法 • Ad serving 广告发布服务 • Profit margins eroding due to commoditization由于生活的便利舒适，利润率已很薄 • E.g., DoubleClick例如： DoubleClick • Search as service出售搜索服务 • Provide technology (license or sell) 提供技术（特许或销售） • An individual query costs ~1 US cent每条搜索大约0.01美元

  16. Search and commerce: Keyword advertising搜索商业化：关键字广告

  17. Search and commerce: Keyword advertising搜索商业化：关键字广告

  18. Search and commerce: Keyword advertising搜索商业化：关键字广告

  19. Overture: View bidsOverture搜索引擎：看报价

  20. Overture: View bids for “E-business” Overture搜索引擎：看“电子商务”报价

  21. Overture: View bids for “Amazon” Overture搜索引擎：看“亚马逊”的报价

  22. Business models for search engines and user reactions搜索引擎的商业模式和消费者反应 • Business models: 商业模式： • Sponsored links付费链接 • Pay-for-inclusion有偿收录 • Advertisers pay to be in directories广告主付费以收录于目录指南 • Pay-for-placement (folded into main results) 有偿排名 • Advertisers pay to obtain high rank广告主为获得靠前的位置付费 • User reaction: 消费者反应： • Customers accept, and see value客户认可，物有所值 • Example: Competitors to NetMeeting如NetMeeting的竞争对手 • Demand comprehensiveness要求搜索查全查准 • Demand transparency about paid placement 要求透明的有偿排名

  23. Use sponsored links to find competitors利用付费链接寻找竞争对手

  24. Maximium cost per click: USD 0.50最高CPC：0.50美元

  25. Google’s role in e-commerceGoogle在电子商务中的作用 Google helps users more easily and efficiently find merchants and purchase productsGoogle帮助用户更容易、更有效率地寻找商家并购买产品 Search搜索 Find发现 Buy购买 Google UsersGoogle用户 Merchant /Customers卖家/消费者 • 51% of internet users are influenced by search engines for their purchases.*51%的网络用户使用搜索引擎实现他们的购买 • Google reaches more Internet users worldwide than any other web property or ad network.Google比其他任何实体网站或广告网络拥有遍布全球的更多用户 • Google receives more than 475 million unique visitors/month.**Google每个月的访问量超过4750万 * Internet Retailer news, March 6, 2007 ** Custom Analysis by ComScore/Google, Sept. 2006

  26. Opportunities in e-commerce电子商务的机遇 Online retail purchases accounted for 2.8% of total retail sales in 2006. 2006年在线零售额占总零售额的2.8% 2006年消费者购买情况 按照购买渠道分类 2006 Consumer Purchases Share by Channel 2.8% 97.2% Online sales Offline sales 在线销售 2.8% 离线销售 97.2% Total eCommerce sales: $108.7B Total Retail sales: $3.9 Trillion* 总电子商务销售额: 1087亿美元 总零售额: 39000亿美元 • Quarterly Retail eCommerce Sales, 2006, US Census Bureau • Note: These numbers do not include travel

  27. Opportunities in e-commerce电子商务的机遇 • What is holding back eCommerce? • Long checkout processes • 63% of shopping carts are abandoned after beginning checkout** • Too many accounts • Average number of passwords per internet user: 17** (Source: Verisign, 2004) • Fear of sharing personal information • Consumers are afraid of their personal information being compromised • 是什么阻碍电子商务的发展? • 冗长的结账程序 • 结账开始以后，63的购物车都会被中止 • 太多账户 • 平均每个网络用户有17个密码 • 担心泄露个人信息 • 消费者担心危及他们的个人信息 * Verisign, 2004 ** Online Customer Experience Survey, Allurent, February 2006

  28. Google CheckoutGoogle在线结帐工具 • Google Checkout is an online checkout process that provides a fast, secure way to buy and sell onlineGoogleCheckout是一款提供快速安全的在线买卖方式的在线结帐程序 For Buyers…对买家而言… Convenience便利 Speed快捷 Confidence机密 • One place to track purchases追踪购买记录 • Single login across the web with sreamlined checkout单次登录网站，简化的结账程序 • Credit card number concealed隐藏信用卡密码 For Sellers…对卖家而言… More sales销售更多 Less cost成本更低 Fraud Protection欺诈保护 • Google Checkout badge attracts more customersGoogle Ckeckout的标志能够吸引更多的消费者 • Streamlined checkout process increases conversions简化的结账程序使得转换增加 • Free credit card processing on all Checkout sales until 2008一直到200年，Google Checkout对信用卡交易免费 • Beginning 2008, earn free transaction processing with AdWords从2008年开始，可以通过AdWords的赚取免费交易 • Payment Guarantee covers 98% of all Checkout orders支付保证涵盖98%的Checkout交易 • When resolving disputes, we assume our merchants are honest and trustworthy争端解决时，假定商家诚实和可信

  29. Search…Find…Buy…搜索…发现…购买… • Shoppers use Google and Product Search to search for items to buy购买者使用Google和产品搜索工具去搜索他们要购买的东西

  30. Search…Find…Buy…搜索…发现…购买… • Product Search and Checkout help shoppers find exactly what they’re looking for and where to buy it from产品搜索工具和在线结帐工具帮助购买者找到他们要买的东西以及在什么地方购买

  31. Search…Find…Buy…搜索…发现…购买… • To buy, shoppers need only click Google Checkout and enter their username/password消费者只要点击Google在线结帐工具，输入他们的用户名和密码，就可以购买

  32. Order History订购历史 • Google Checkout users can easily manage all of their purchases in a central locationGoogle在线结帐工具的用户可以很容易地管理在一个中心地区所有的购买记录

  33. Google Checkout 1 year after launchGoogle在线结帐工具诞生一年 • Checkout (2007.07)Checkout（2007年7月） • 1 year after launch诞生一年 • Millions of buyers数以百万计的买家 • Thousands of sellers数以千计的商家 • Including 25% of top 500 merchants其中包括25%的500家最大厂商 • Example: Jockey例如：Jockey • Google Checkout has 23% higher click through rate on Sponsored LinksGoogle在线结帐工具通过对付费链接进行排名带来23%的更多点击 • Customers using Google Checkout convert 24% more frequently than standard 使用Google在线结帐工具的消费者比一般的消费者更为频繁地转换（24%）

  34. Sources of data Google gathersGoogle收集信息的来源 • Search搜索 • On other websites: Google Analytics利用另外的网站：Google分析法 • Following users: Google Toolbar跟随的用户：Google工具条 • Purchase data: Google Checkout购买数据：Google在线结帐工具

  35. Survey of Facebook users (2007.06.13, 3pm) 对Facebook用户的调查（2007.6.13，下午三点） 如果你只拥有下列媒体中的一种，你选择哪一种？ 即时信息 语音电话 短信息 电子邮件 Facebook

  36. Survey of Facebook users对Facebook用户的调查 回复者按性别分类 回复者按年龄分类 按性别分解不同答案 即时消息 语音电话 短消息 电子邮件 Facebook

  37. Generation GG一代 人们开始放弃网络电视 年轻人开始不看广播电视 他们开始转向游戏和网络

  38. In-Game Product Placement 软广告植入电游

  39. In-Game Billboard广告牌植入电游

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