As advertisers' search engine marketing budget continues to grow, the industry is also experiencing "growing pains."

Search engine is an indispensable form of "e lifestyle" for surfing the Internet, so search engine marketing has become one of the most important tools in the 360 degree network integrated marketing.

According to statistics, search revenue has barely increased from 5 billion 600 million in 2000 to $40% in 2006, which has accounted for 40% of online marketing costs. It has become an important forum for the rapid growth of online marketing.

But as advertisers' search engine marketing budget continues to grow, the industry is also experiencing "growing pains."

In addition to the expansion of the number of customers brought by more and more advertisers, the demand for single large customers is also increasing, and the contribution value of advertisers increases rapidly.

Before 2007, a customer may submit thirty or forty key words, but now a single large customer may submit ten thousand keywords.

Closure has been difficult to achieve this demand.

How to help advertisers manage large keyword advertisements, evaluate and optimize advertising performance is an important problem facing the entire search engine marketing market.

In the North American market, Google, Yahoo and MSN search respectively provide their own advertising data and management functions in the form of open API, which is convenient for advertisers to analyze, manage and evaluate their search engine advertisements.

In 2008, Baidu, the leading position in the Chinese search market, is learning from the successful experience of the world, opening up the first phase API for advertising agencies and big customers, which is in line with the development trend and multi needs of the search engine market.

Advertisers will be able to gain higher marketing value through this; search engine companies can further develop "search for gold mines".

But how can API advertisers better optimize search ads around the search engine's open data?

Faced with a large number of keywords, the original way of manual selection and management needs to be replaced by the computer automatic intelligent system. The third party companies develop relevant tools.

Faced with these trends, the Ogilvy century officially signed in March 2008. Baidu launched a search engine based bidding management tool to complete the docking with Baidu API interface.

In recent years, search engine marketing is becoming one of the mainstream businesses in the Internet advertising industry.

The launch of the "strategic product" bidding management tool in the Ogilvy century is supported by Microchannel Technologies, which supports search engines worldwide and is suitable for major mainstream search engines.

The successful integration of Baidu API interface enhanced its search and collection of Chinese keyword information, and improved its support for multi lingual environment.

By obtaining keyword information and effect reports, we can evaluate the effectiveness of network marketing activities. Without having to log in to each search engine account, we can manage and monitor multiple projects' keywords, advertising creativity, bidding and ranking.

It allows customers to allocate more time for data analysis, trend analysis and advertising optimization, so as to enhance the effectiveness of online advertising.

Because the time and cost of the third party detection tools are not needed, the cost is greatly reduced.

The tool is not to provide McDonald's "standardized packages", but to specializes in private dishes according to customers' tastes.

The needs of each customer are different. The tool can export different analysis reports for customers, involving key words bidding strategies, keywords and project management, and can unify key words such as keywords placed in major search engines, and complete conversion between different languages and exchange rates.

At the same time, the advertiser can get keyword information and effect report to evaluate the effectiveness of the overall network marketing activities.

According to different customers, different brand stages and marketing purposes, reports can also give ROI (Return on Investment) analysis based on display rate, click rate or participation rate, and rely on these sufficient data to make real-time optimization.

Improve the accuracy of paid advertising, reduce the cost, so that customers can enjoy more pparent and effective search engine marketing services.

Li Peng and my partner, President of Ogilvy century, believe that as the first 4A advertising company to integrate Baidu API interface, this tool will promote the search engine marketing of big customers into a new growth stage, promote the convergence of the Chinese search marketing market with the international market, and promote the healthy development of domestic search engine marketing to the direction of effective marketing.