Domestic Baidu bidding SEM industry data report, where to find industry data?

There are always students who have just entered the industry asking: Is SEM easy to learn? You can find the answers you want from the following report.

The data in this report is a research report from an authoritative website in 2017. The research subjects are all real data from the researchers. It may not be able to fully and accurately reflect the current status of the industry, but it is believed that it is also a microcosm of the current status of the vast number of SEM bidding promotion practitioners across the country.

Overview of survey samples 1. A total of 605 valid questionnaires were collected in this survey, of which 61% were male and 39% were female; the 21-25 and 26-29 age groups were dominant, accounting for 29.59% and 39.17% respectively, and the group over 30 years old accounted for 9.92%, and the 18-20 age group accounted for 1.32%.

2. In terms of geographical distribution, Beijing, Guangdong, Shanghai, Fujian, Jiangsu, Sichuan, Shaanxi, Henan, Hunan and Zhejiang ranked in the top ten, accounting for 80% of the total sample population, of which Beijing and Guangdong accounted for 19% each.

3. In terms of industry distribution, the medical industry accounts for 43.09% of the total, ranking first, while the number of people in the education (11.52%), e-commerce (11.29%), and finance (6.68%) industries are relatively large. Another 13.13% are from other industries.

4. Among the partners who participated in this survey, the majority were frontline specialists, accounting for 68% of the total, while supervisors accounted for 21%, managers accounted for 7%, and directors accounted for 4%. The majority of the respondents are Party A personnel (i.e. advertiser corporate account optimization personnel), accounting for 71.74% of the total, while Party B personnel (advertising agencies, search engine platform personnel) account for 28.26%.

Salary distribution status

1. According to the sample data, the average salary of SEM bidding promotion practitioners within 1 year is 3972.62, the average salary for 1-2 years is 5048.57, the average salary for 2-3 years is 6221.24, and the average salary for more than 3 years is 8362.07. The salary increase in each stage compared to the previous stage was 27%, 23%, and 34% respectively. It can be seen that the SEM industry needs enough time to settle before it becomes more valuable.

2. From the regional distribution of salaries of front-line staff, in Beijing, Shanghai, Guangzhou and Zhejiang, the starting point of SEMer salaries is mostly above 3k, among which the salary levels of 4k-6k are mostly above these three places, and there are some front-line staff with salaries above 8k yuan; in sharp contrast, in Hebei, Anhui, Liaoning and other places, salaries are generally below 4k; among other regions with more balanced distribution, salaries in Jiangsu, Fujian, Sichuan, Chongqing and other places are better than those in Shaanxi, Henan, Hubei, Shandong, Jiangxi and other places. However, it is worth noting that in Hunan Province, the salary level is mostly between 3k and 6k yuan, but there are some "ten thousand yuan households".

3. From the perspective of manager-level salaries, Beijing has the largest number of manager samples, and the salary distribution is uneven, with the lowest level being 4K-6K, but most being above 8K, and nearly half of the managers earning more than 10,000 yuan; Guangdong is more polarized, with salaries at the 4K-6K and 10K+ levels, but more people at the 10K+ level; Jiangsu and Zhejiang have relatively high salaries overall, with all managers earning above 8K, and some in Jiangsu exceeding 10K; Hunan's salaries are relatively low, generally below 8K, and most are at the 4-6K level; and Henan Province has a larger gap in the distribution of manager salaries, with the lowest being 3-4K and the highest being 8-10k.

4. Among all industries, the medical industry and the second-party industry have the largest proportion of people with incomes below 4K. The author speculates that the reason is that the medical and second-party industries have a large workforce and a low entry threshold, so the starting salary is relatively low. In the financial industry, only 10% of people have salaries below 4K. The reason is the profitability of the industry itself and the relatively high entry threshold. The proportion of income below 4K in other industries is from high to low: investment and franchising, wedding photography, games, building materials and home decoration, e-commerce, education, and others. Among them, the proportion of low salaries in games, building materials and home decoration, e-commerce, education and other industries is less than 30%.

5. Among the industries with income above 6K, the top three correspond exactly to the last industries with income below 4K, namely finance, e-commerce, and education. The common characteristics of these industries are: they are more dependent on SEM promotion methods, have higher profits, and have higher entry barriers. The industries at the bottom of the ranking are investment and franchising, wedding photography, medical care, gaming, and the second party. The proportion of people with income above 6K in these five industries is less than 30%.

Comparison of Party A and Party B's Profiles

1. Among the 434 Party A partners who participated in the survey, 75.58% did not participate in Baidu SEM certification. It seems that most Party A companies do not attach importance to SEM capability certification (in fact, you can still learn a lot of knowledge by taking the test); the proportion of uncertified Party B personnel is also as high as 56.73%. The author speculates that among the Party B personnel, personnel from search engine platforms such as Baidu, 360, Sogou, and Shenma rarely participate in Baidu social certification, and most of them participate in platform internal certification.

2. In terms of salary, the average salary of Party A (5683.18) is slightly higher than that of Party B (5195.91). However, the pressure on Party A is also greater than that on Party B. Perhaps this is also the reason why the proportion of people who want to change jobs on Party A (47.70%) is higher than that on Party B (39.18%). In addition, Party A's personnel are significantly more familiar with SEO (22.58%) than Party B's (9.94%). The reason is that some companies do not make a clear distinction between SEM positions and SEO positions, and require personnel to have both SEM and SEO capabilities.

Investment by industry

1. Judging from the number of team members, the SEM teams in major industries generally have more than 2 people. This shows that SEM is not just about adjusting prices every day. Its effect is directly related to the company's performance, and bosses cannot underestimate it. Among them, the team size in the Party B (5.35), medical (4.26), and building materials and home improvement (4.14) industries is the largest, with an average of more than 4 people; the team size in the gaming industry is relatively the smallest, with only 2.05 people. After all, for most gaming companies, SEM is not the only or most important advertising channel.

2. From the perspective of budget investment in various industries, the three leading industries are gaming, finance and healthcare. More than half of the accounts in the gaming industry have a daily budget of over 10,000 yuan; nearly 50% of accounts in the financial industry have a budget higher than 10,000 yuan, while accounts with a budget of 1-5K and 5-10K account for nearly 25% and 20% respectively, and there are less than 10% of accounts with a budget below 1,000 yuan; 85% of accounts in the medical industry have a daily budget of more than 1,000 yuan, and about one-third of accounts have a budget of more than 10,000 yuan. In addition, the account budget distribution in the e-commerce industry is relatively balanced, while in other industries, the average daily budget of 1k-5K dominates.

3. In terms of the number of accounts, the average number of accounts in the 12 industries listed in this survey is no less than 3, among which medical care (4.91), wedding photography (4.5), games (4.36), education (4.14), and finance (4.03) rank in the top five in terms of the number of accounts, with an average number of accounts greater than 4.

Internet advertising

1. From the results of SEM platform selection, although Baidu, the leader of domestic search engines, is not as popular as before, the current share of Baidu platform is still close to full score (96.36%), and the momentum of other platforms should not be underestimated. 360 (78.18%) and Sogou (70.91%) are not much different. As a mobile-only platform, Shenma (49.75%) has a slightly lower share, which is understandable, but it has huge potential.

2. In addition to SEM channels, WeChat public accounts (78.02%) are also a very popular promotion method. Nowadays, WeChat public accounts can be found almost everywhere. It is worth noting that the number of DSPs (37.85%) is about to catch up with Weibo (48.93%). The advent of the mobile Internet era has also promoted the diversification of Internet advertising.

SEM tool preference

1. Judging from the usage of pricing software, most of the colleagues (56%) are hardworking and rely on their own hands to make their way around the world. In terms of the usage share of pricing software, (25%) Pinzhong (16%), Rank (12%), and Adsage (11%) are the three major players, while Boya Cube (3%) and some small and beautiful pricing tools are developing quietly.

2. 94% of the population are using consulting tools, among which BizTec (36%), Baidu Business Bridge (29%) and Marketing QQ (18%) are ranked in the top three.

3. Some industries have their own unique tastes. For example, the medical industry prefers Business Communication (59%), the financial industry mostly uses Marketing QQ (42%), or simply does not use it (21%). The consulting tools in the education industry are more diverse, with a variety of software available, and the wedding photography industry generally prefers 53 Customer Service (54%).

SEMer Career Satisfaction SEMer are generally not satisfied with their current career status. Let me first explain the meaning of wanting to change jobs and wanting to change careers: wanting to change jobs means that you don’t want to stay in the current company and want to change companies, while wanting to change careers means that you don’t want to do SEM anymore. Among all the major industries, the top three industries that people most want to change jobs to are building materials and home decoration (73%), education (64%), and investment and franchising (60%), while the top three industries that people want to change careers to are life services (25%), building materials and home decoration (18%), and investment and franchising (13%). From this data, it can be seen that the satisfaction levels in the two major industries of building materials and home decoration, and investment and franchising are relatively the lowest. The three industries with the lowest proportion of people wanting to change jobs are: wedding photography (20%), business services (25%), and finance (31%); the industries with the lowest proportion of people wanting to switch careers are: business services (0%), games (0%), and finance (7%). From this perspective, it is clear which industry will be the most popular job with the legendary "high pay, low work and close to home"? The real data from the survey participants may not be able to accurately reflect the current situation of the industry, but it is believed that it is also a microcosm of the current situation of the majority of SEM practitioners.