How will the medical bidding situation change after 360 returns to the medical field?

Starting from June 17, 2017, Baidu Fengchao promotion system experienced system crash as usual, which resulted in some live searches and actual searches not having rankings. Before that, on June 15, 2016, when Baidu was widely criticized for the Wei Zexi incident and the Chinese medical market was afraid of the word "Internet", 360 Search's abandonment of its consumer medical commercial promotion business was praised by many Chinese people as a move of "market first, conscience first".

Now, after more than a year, the chaos in online marketing in China's medical market has been greatly improved, and 360 Search has also made a strong comeback! On June 15, 2017, the Value-added Service Operation Center - 360 Search Sales Department officially released the Value-added Service Operation Announcement to the operation units (customer service and sales end) across the country:

The 360 ​​Medical Channel was officially revamped and launched.

In this announcement, the new audit strategy was officially released. Compared with previous years, there were slight changes in the review strategy of 360 Medical Channel in 2017. The specific audit policy changes are as follows:

1. The medical institution industry is temporarily open to the three categories of "medical cosmetology", "ophthalmology" and "dentistry";

2. When customers select industries on the Dianjing platform, they must select the primary industry as medical health (if medical advertisements that are not in the medical health industry are found later, they will be punished as illegal advertisements);

3. The open product forms for the medical institution industry are " search promotion text link" and "partial styles of Biyi and Fengwu".

In addition, this announcement also made relevant requirements for the submission of medical institution qualifications. Medical institutions need to submit medical institution practice licenses, medical advertisement review certificates, and IPC filing certificates, and also pay attention to the following matters:

1. The advertising media category of the "Medical Advertisement Review Certificate" must include "Internet" and include samples of finished medical advertisements;

2. The ICP filing certificate must be consistent with the subject;

3. Both new and old SME (small and medium enter pr ises) customers must complete public certification.

Author’s interpretation: As shown in the picture above, everyone should prepare money to open an account, right? But, please pay attention to the content of the announcement. It said that plastic surgery, dentistry, and ophthalmology will be opened temporarily. Those who work in the medical field know that these three major departments are the new medical department markets that have emerged following andrology, gynecology, and dermatology, and they are still in the rising stage. Moreover, the advertising costs invested in bidding for these three areas are increasing.

However, 360 Haosou has said more than once that it will stop medical promotion . In the 2016 incident, it even stood on the moral high ground to criticize Baidu, posing as a "conscientious" person. All I can say is that the nature of capital will not change. Maybe Zhou Hongyi is a warmonger, which is a good thing for China's search industry, as competition can lead to progress. However, I can only laugh at his inconsistent attitude.

Wang Xiaochuan expressed his disagreement with 360 Search's announcement to abandon medical search. In other words, Wang Xiaochuan "refuses to give up medical promotion." He even secretly mocked 360 for putting on a show. Some industry insiders believe that Sogou’s choice to “put old wine in new bottles” at this time has not only preserved its medical commercial promotion revenue, but also earned it a good reputation.

So the question is, when everyone was pointing the finger at Baidu's medical paid ranking, why did Sogou suddenly stab 360 Search in the back?

The media found the deep-seated reason from the "origin" of Sogou and 360 in 2013.

In 2013, the "scandal" between 360 and Sogou was all over the city. However, this "marriage" ultimately fell through when 360 gave up on acquiring Sogou. One of the important reasons for this is that a large part of Sogou’s revenue comes from medical advertising. According to 360's survey, about 60% of Sogou's advertisements come from medical advertisements. If the acquisition is successful, this part of the revenue will make 360 ​​very embarrassed: 360 has always advertised that it does not do medical advertising. If Sogou is merged, it must give up this part of advertising. This is also the reason why Wang Xiaochuan only emphasized Sogou's "Mingyi Channel" in his open letter without talking about giving up medical advertising. Medical advertising is the lifeblood of Sogou. If it gives up easily, Sogou will completely lose the opportunity to compete with Baidu and 360 for the search market.

After reading this, you can probably understand why Sogou cannot openly announce the abandonment of medical commercial promotion like 360 ​​Search did. The currently launched "Mingyi Search" is, after all, just a vertical search channel.

As we all know, web search accounts for about 80% of the traffic in the entire search engine . Sogou Search does not make efforts on the web to purify medical promotion, but only launches a "Mingyi Search" vertical channel to divert attention. To borrow the evaluation of industry insiders, the company has gained both fame and profit, which can be said to be a double-edged sword, and a good public relations hand. It goes without saying how cunning he is.

Author's interpretation: Sogou has always been in an awkward position as the third largest search engine in China. It was originally ranked second, but 360 pushed Sogou to third place as soon as it came online. Sogou must be unhappy. In addition, Sogou has only a few flagship products, including Sogou Browser (which cannot beat 360 Browser ), Sogou Input Method (it seems to be the only one ranked first among input methods), and Sogou Search (which cannot beat Baidu and Haosou, and is only slightly better than the early Tencent Soso and the current Shenma). As medical care is a large source of advertising revenue, Sogou will never give up.

Changes in Baidu's fee deduction method:

Maybe many people know that there are more and more rules in Baidu Fengchao system. The current charging method is no longer as simple as price * quality. Instead, it involves many rules such as clicks, displays, relevant creativity, landing page conversion codes, bids, new and old accounts, etc.

Changes in Baidu's real effects:

Maybe some people have noticed that they didn't check the rankings, but the consumption did not decrease, which makes people wonder whether Baidu itself is increasing the traffic. In addition, someone has previously caught a click team of Baidu that specializes in clicking on bidding promotion positions. Not only that, many people suspect that Baidu has a mysterious traffic control organization that controls all kinds of traffic issues.

As for the occasional ranking, Baidu's official statement is that it conducts intelligent ranking based on user interest. So when did this so-called smart ranking begin? The approximate time is after the reduction of promotion positions. The author’s opinion is that if 5 companies are ranked in the top third at the same time, they will randomly (or through some mechanism) rotate to appear in the third place, rather than always being in the third place. This goes some way to explaining why sometimes there are rankings and sometimes not. In the end: Baidu is still a pit that people hate but cannot abandon.

Shenma, Haosou, Sogou, Baidu

The order is to start from the one with the smallest market share. Note that the first letters together are SHSB. This is the origin of the number four idiot mentioned in the title . Those in the medical field cannot be separated from search, so they cannot be separated from SHSB, even though there are new marketing channels now, such as live streaming and new media . But it still cannot compete with search because people are still accustomed to searching for what they want online.

Next, let’s talk about a new word, WSHSB. What does it mean?

W stands for Tencent's WeChat . As we all know, the sectors that China's Internet giants are vying for are search, e- commerce , finance, games , etc. As one of the three major giants in China, Tencent's early Soso did not make it a part of the search engine. It was only after it merged with Sogou that it could compete with Baidu Haosou. Later, Shenma was invested in by Alibaba . Cheetah Mobile is excluded here because Cheetah Mobile mainly promotes overseas markets. The current situation is Baidu, Haosou, Sogou, and Shenma. So how did WeChat take over medical promotion?

Because WeChat currently has 900 million users, especially the new Mini Programs developed in 2017. This kind of use-and-go ecosystem, as the Mini Programs continue to improve, has a unique search environment that does not rely on search engines. In addition, in Zhang Xiaolong ’s statement, it was mentioned that the Mini Programs will open a bidding function. As the biggest cake in the bidding search sector, how could WeChat not give it up?

Therefore, after the launch of Haosou Medical and the improvement of WeChat's bidding system, China's medical promotion landscape will become WSHSB (I am very stupid). Although business has always been bloody, with the intensification of competition, these five letters should or will become a sentence like this:

We Should Help Search Better

Perhaps as China's Internet giants, they should shoulder their social responsibilities and their own missions. Of course, we are just a bunch of spectators, and we still hope that China’s search will become better and be on the same level as the world’s big brother Google , to bring glory to the country.

So, what are bidders to do?

Me: If we have Baidu, we should do a good job of it! If you have Sogou, just do Sogou well! If there is a good search, then do a good job of it! Whatever you have, do it well! If you have WeChat, then make good use of it!

Buddy: You didn’t say anything…

Mobile application product promotion service: APP promotion service Qinggua Media advertising

This article was compiled and published by the author @庚冰洋 (Qinggua Media). Please indicate the author information and source when reprinting! Site Map