搜索宣传代理商讲述:灰色宣传是怎么洗白的?
<img src="https://p3-sign.toutiaoimg.com/pgc-image/SPPvwqv4w38KWx~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1724176145&x-signature=Hg9IBXCsAbk0IRfXrfhnX1HzhtI%3D" style="width: 50%; margin-bottom: 20px;"><p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">照片</span><span style="color: black;">源自</span>@视觉中国</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">文 | 深燃,作者 | 金玙璠,编辑 | 魏佳</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">互联网上的虚假<span style="color: black;">宣传</span>是历年315晚会的常客了,今年315,360搜索、UC浏览器上的虚假医药<span style="color: black;">宣传</span>中招了。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">只要投放资金到位,这两个平台的<span style="color: black;">宣传</span>代理<span style="color: black;">机构</span><span style="color: black;">能够</span><span style="color: black;">供给</span>从<span style="color: black;">宣传</span>资质、<span style="color: black;">宣传</span>内容,到网页设备、账户<span style="color: black;">守护</span>、虚假评论和点赞等一条龙服务。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">央视记者在UC浏览器上搜索“减肥”“降血糖”等关键词,搜索结果的前几条都是自述式的案例分享,链接下方标注着<span style="color: black;">宣传</span>字样,文中多次引导用户加<span style="color: black;">所说</span>“老师”的<span style="color: black;">微X</span>号,记者添加“老师”后遭遇<span style="color: black;">持续</span>推销,而号<span style="color: black;">叫作</span>两个月内见效的食品其实是普通食品。这类<span style="color: black;">宣传</span>是从何而来?央视记者只<span style="color: black;">供给</span>了一个<span style="color: black;">微X</span>号和<span style="color: black;">制品</span>类型,<span style="color: black;">火速</span>,代理<span style="color: black;">机构</span>就复刻出了类似的<span style="color: black;">宣传</span>内容。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/SRmfXYXIeK7Gri~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1724176145&x-signature=fO37XWi7VIIPE2kLjstr00yQvis%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">央视315晚会截图</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">同期</span>,在360搜索和UC浏览器上,仍然<span style="color: black;">能够</span>借公立医院之名进行竞价排名。<span style="color: black;">经过</span>公立医院的简<span style="color: black;">叫作</span>,<span style="color: black;">或</span>在公立医院的名<span style="color: black;">叫作</span>里加空格,就会在搜索结果首页<span style="color: black;">乃至</span>首条<span style="color: black;">表示</span>其他医院的<span style="color: black;">宣传</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">搜索<span style="color: black;">宣传</span>,是个古老而<span style="color: black;">挣钱</span>的好生意,<span style="color: black;">不仅</span>“不做医疗<span style="color: black;">宣传</span>”的周鸿祎被打脸,新老巨头<span style="color: black;">亦</span>在默默加码。除了老大哥百度,字节跳动旗下今日头条自2019年正式入局搜索市场,腾讯从去年9月末<span style="color: black;">起始</span>收编搜狗。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">多名业内人士对深燃<span style="color: black;">暗示</span>,<span style="color: black;">针对</span>游走在灰色地带的<span style="color: black;">宣传</span>,平台和代理商能<span style="color: black;">经过</span>多种方式为这类<span style="color: black;">宣传</span>“洗白”:<strong style="color: blue;">不止是给<span style="color: black;">无</span>资质的商家“套户”(将之前<span style="color: black;">经过</span>审核,但<span style="color: black;">再也不</span><span style="color: black;">运用</span>的账户来发布<span style="color: black;">宣传</span>)、<span style="color: black;">帮忙</span>商家优化<span style="color: black;">宣传</span>内容(以问答和咨询的形式呈现),还能<span style="color: black;">经过</span>更换行业属性、屏蔽某些展示地区、<span style="color: black;">调节</span>推广时段、二次<span style="color: black;">转</span>等方式规避监管</strong>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">一位<span style="color: black;">长时间</span>观察行业的创业者告诉深燃,灰色<span style="color: black;">宣传</span>的违规投放,本质<span style="color: black;">便是</span>平台和代理商利益之争。<span style="color: black;">那样</span>,违规<span style="color: black;">宣传</span>投放<span style="color: black;">背面</span>,搜索引擎是<span style="color: black;">怎么样</span>的吸金模式和代理模式?搜索大厂又是<span style="color: black;">怎样</span>让违规<span style="color: black;">宣传</span>变“合法”的?本文试图找到答案。</p>
<h2 style="color: black; text-align: left; margin-bottom: 10px;">隐匿的灰色广告</h2>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">尽管国家在法律层面<span style="color: black;">针对</span>违规<span style="color: black;">宣传</span>早有规定,但在互联网世界,普通用户想要识别并<span style="color: black;">不易</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">北京至普律师事务所律师李圣对深燃<span style="color: black;">知道</span><span style="color: black;">暗示</span>,数码<span style="color: black;">制品</span>(山寨)、博彩-彩票、其他博彩、足彩、私服外挂、危险化学品,以及众多无资质的各科医疗、整形减肥美容、医疗器械、保健食品、<span style="color: black;">药物</span><span style="color: black;">开发</span>及制药、保健用品、其他成人用品,是法律禁止进行<span style="color: black;">宣传</span>投放的行业。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">但不止一位业内人士<span style="color: black;">暗示</span>,<span style="color: black;">咱们</span>很难判断出<span style="color: black;">宣传</span><span style="color: black;">是不是</span>有资质、<span style="color: black;">是不是</span>有外链,以及搜索引擎有<span style="color: black;">无</span><span style="color: black;">按照</span><span style="color: black;">详细</span>规定严格审核。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">前搜狗代理倪一鸣向深燃<span style="color: black;">供给</span>了一种筛选疑似灰色<span style="color: black;">宣传</span>的<span style="color: black;">办法</span>:由北上广深一线城市用户和三四线及以下地区用户,分别在手机网页端和APP端输入“网络<span style="color: black;">挣钱</span>”“减肥”等<span style="color: black;">触及</span>乱象较多的关键词搜索,查看同一关键词搜索出的界面<span style="color: black;">有没有</span><span style="color: black;">显著</span>差别。他<span style="color: black;">尤其</span>提醒,测试最好在深夜进行,这<span style="color: black;">常常</span>是灰色<span style="color: black;">宣传</span>集中<span style="color: black;">显现</span>的时段。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">他给出的理由是,搜索引擎<span style="color: black;">机构</span>内部的判断是,监管<span style="color: black;">分部</span><span style="color: black;">常常</span>在PC端进行监督,<strong style="color: blue;">对移动端的投放相对放松,<span style="color: black;">另一</span>,代理商会避开一二线城市</strong>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">先来<span style="color: black;">瞧瞧</span>360搜索的<span style="color: black;">状况</span>。以“网络<span style="color: black;">挣钱</span>”这一关键词为例,北京、上海地区用户<span style="color: black;">经过</span>360搜索手机网页端和APP端,首页均无<span style="color: black;">宣传</span>。但同一时间,江西萍乡、河南商丘、内蒙古呼和浩特等多地的用户进行<span style="color: black;">一样</span>操作,手机网页端和APP端的前三到四条信息均是<span style="color: black;">宣传</span>。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/SRmfXZUEJOvDzY~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1724176145&x-signature=POkZVNaZ76T3PqV0Z%2FaMvNAl%2Buk%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">360搜索-手机网页和APP搜索结果-北京用户<span style="color: black;">供给</span>,上海用户同</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/SRmfXa1HpiJJXT~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1724176145&x-signature=r43PrN%2F%2Bl3ABIeLsq81W%2BCU8N6A%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">360搜索-手机网页和APP搜索结果-以河南商丘用户供图为例</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">再来看搜狗,深圳用户<span style="color: black;">经过</span>搜狗搜索减肥<span style="color: black;">关联</span>关键词“减肥好<span style="color: black;">办法</span><span style="color: black;">1星期</span>瘦十斤”,手机网页端的<span style="color: black;">宣传</span>来自小红书,而搜狗APP端是<span style="color: black;">关联</span><span style="color: black;">药物</span>类的<span style="color: black;">宣传</span>为主,<span style="color: black;">通常</span>以问答或问卷形式<span style="color: black;">显现</span>。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/SRmfXafH7md9tK~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1724176145&x-signature=vsnWT44Kkf0qldvNoX90IhTeEBQ%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">搜狗搜索-手机网页和APP搜索结果-深圳用户供图</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">为么</span>用户在北上广深地区搜索到的灰色<span style="color: black;">宣传</span>相对较少?倪一鸣给出两点<span style="color: black;">原由</span>,这些地区一方面网络监管更加严格,另一方面健康客户足够多,换句话说,代理商不<span style="color: black;">必须</span>靠灰色<span style="color: black;">宣传</span>就能够完成业绩。而部分经济不发达的省份,代理商想要完成业绩则<span style="color: black;">必须</span>借助<span style="color: black;">有些</span>手段。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">针对</span>这一点,深燃向一位<span style="color: black;">认识</span>搜索引擎的人士罗松求证得知,搜索引擎会<span style="color: black;">经过</span>地域定向投放<span style="color: black;">宣传</span>的方式逃避监管。但搜集证据极其困难,<span style="color: black;">必须</span><span style="color: black;">经过</span>搜索引擎系统的内部人士或某些工商专业人士<span style="color: black;">才可</span>分辨,否则<span style="color: black;">外边</span>难以准确辨识。“<span style="color: black;">由于</span><span style="color: black;">更加多</span>的<span style="color: black;">状况</span>是,这些<span style="color: black;">机构</span>会用<span style="color: black;">有些</span>假的资质、套用的资质去进行投放,外界<span style="color: black;">没法</span>辨别。”</p>
<h2 style="color: black; text-align: left; margin-bottom: 10px;">灰色<span style="color: black;">宣传</span>洗白,手段多样</h2>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">灰色<span style="color: black;">宣传</span>是<span style="color: black;">怎样</span>出<span style="color: black;">此刻</span>用户的搜索界面的?</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">罗松透露,这些<span style="color: black;">机构</span>有多种投放策略,以赌博类为例,<span style="color: black;">通常</span>是在晚8点到凌晨2点时段投放,在南方地区如广东可能延长到凌晨4点。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">除了315晚会<span style="color: black;">说到</span>的给<span style="color: black;">无</span>资质的商家“套户”(将之前<span style="color: black;">经过</span>审核,但<span style="color: black;">再也不</span><span style="color: black;">运用</span>的账户来发布<span style="color: black;">宣传</span>)、<span style="color: black;">帮忙</span>优化<span style="color: black;">宣传</span>内容(以问答和咨询的形式呈现)外,做过六年搜狗代理商的倪一鸣还向深燃<span style="color: black;">供给</span>了三种直接或间接的方式:</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">方式一,主动为灰色<span style="color: black;">宣传</span>客户屏蔽某些展示地区(如北、上、广、浙江、四川),并将推广时段<span style="color: black;">调节</span>为夜间。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">文渊智库创始人王超<span style="color: black;">暗示</span>,搜索引擎在趁深夜时段,<span style="color: black;">或</span>用极为隐蔽的手段包装,<span style="color: black;">乃至</span>创造<span style="color: black;">有些</span>新的玩法在一段时间内绕过监管,在技术上是非常容易实现的。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">倪一鸣讲述了他曾获知的潜规则,一方面,成人保健和无资质的其他成人用品的客户,在北京、上海、广东、浙江投放时,<span style="color: black;">不可</span>有低俗<span style="color: black;">照片</span>,且重点部位<span style="color: black;">必须</span>遮挡;<span style="color: black;">倘若</span><span style="color: black;">发掘</span>有低俗照片,不封停客户,而是<span style="color: black;">通告</span><span style="color: black;">途径</span><span style="color: black;">调节</span>展示区域,<span style="color: black;">再也不</span>在北、上、广、浙江展示。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">另一方面,<span style="color: black;">倘若</span>棋牌游戏类客户有改页面/<span style="color: black;">转</span><span style="color: black;">行径</span>,不封停账户,将该客户设置屏蔽北、上、广、浙江、四川的展现,并<span style="color: black;">需求</span>客户将推广时间<span style="color: black;">调节</span>为夜间的22:00-8:00之间。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">方式二是<strong style="color: blue;">对缺少资质的<span style="color: black;">宣传</span>,<span style="color: black;">经过</span>更换行业的方式,实现<span style="color: black;">宣传</span>投放</strong>。这一操作手法与315晚会<span style="color: black;">揭发</span>的“套户”有些类似。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">方式三是<strong style="color: blue;">利用二次<span style="color: black;">转</span>来规避《<span style="color: black;">宣传</span>法》及平台监管</strong>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">事实上,“二次<span style="color: black;">转</span>”是互联网背景下的躲避监管的技术手段。李圣律师对深燃<span style="color: black;">暗示</span>,该<span style="color: black;">宣传</span><span style="color: black;">行径</span>有可能是技术平台的审核<span style="color: black;">分部</span>间接故意或有意放任,在法律责任认<span style="color: black;">按时</span>,该<span style="color: black;">行径</span>应该属于<span style="color: black;">晓得</span>或应当<span style="color: black;">晓得</span>。</p>
<h2 style="color: black; text-align: left; margin-bottom: 10px;">搜索<span style="color: black;">机构</span>赚取暴利,灰色<span style="color: black;">宣传</span>屡禁不止</h2>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在灰色<span style="color: black;">宣传</span>产业链中,代理商充当着关键角色,其与搜索巨头<span style="color: black;">怎样</span>利益分配,这又是一条<span style="color: black;">怎么样</span>的灰色利益链呢?</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">罗松告诉深燃,<strong style="color: blue;">相比<span style="color: black;">通常</span><span style="color: black;">宣传</span>,搜索引擎从灰色<span style="color: black;">宣传</span>投放中<span style="color: black;">得到</span>的收益<span style="color: black;">更加多</span></strong>。据倪一鸣透露,在搜索引擎的<span style="color: black;">宣传</span>收入<span style="color: black;">形成</span>中,<strong style="color: blue;">治疗、整形减肥美容、保健食品等行业消耗的<span style="color: black;">花费</span><span style="color: black;">常常</span>靠前</strong>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">由于</span><span style="color: black;">通常</span>类目的<span style="color: black;">宣传</span>投放,搜索<span style="color: black;">机构</span><span style="color: black;">不仅</span>要给代理商折扣,还要给代理商分佣。<span style="color: black;">通常</span><span style="color: black;">状况</span>下,代理商的抽佣在23%<span style="color: black;">上下</span>,搜索<span style="color: black;">机构</span>拿剩下的不到8成,这一数字每年会有变动。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">至于灰色类目的<span style="color: black;">宣传</span>,搜索<span style="color: black;">机构</span>给代理商的价格<span style="color: black;">无</span>折扣,代理商<span style="color: black;">根据</span>原价代理,且拿不到来自搜索<span style="color: black;">机构</span>的分佣。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">但代理商不会不满,<span style="color: black;">由于</span><span style="color: black;">她们</span>另有一笔丰厚的<span style="color: black;">报答</span></strong>。<span style="color: black;">宣传</span>主投放一次灰色<span style="color: black;">宣传</span>,<span style="color: black;">必要</span>要在投放价格<span style="color: black;">基本</span>上再另支付20%<span style="color: black;">上下</span>的服务费,这笔服务费由代理商收取。“即使代理商在通道里<span style="color: black;">无</span>拿到利润,但其二级代理<span style="color: black;">必定</span>会拿到丰厚的利润。”罗松<span style="color: black;">暗示</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">换言之,在这个体系下,投放或代理灰色<span style="color: black;">宣传</span>,搜索<span style="color: black;">机构</span>和<span style="color: black;">关联</span>代理商拿到的收益只多不少。在利益驱使下,<span style="color: black;">不仅</span>搜索<span style="color: black;">机构</span>,<span style="color: black;">包含</span>代理商<span style="color: black;">亦</span>有动力冒险代理灰色<span style="color: black;">宣传</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">只<span style="color: black;">不外</span>,罗松和倪一鸣都<span style="color: black;">说到</span>,当完成搜索<span style="color: black;">机构</span>的KPI后,部分相对有正义感的代理商就<span style="color: black;">再也不</span>冒险代理。“<span style="color: black;">由于</span>(代理灰色<span style="color: black;">宣传</span>)是有<span style="color: black;">危害</span>的,最后代理商要去灭火的。”罗松<span style="color: black;">暗示</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">去年10月,国家市场监管总局发布“2020网络市场监管专项行动<span style="color: black;">方法</span>”,强化互联网<span style="color: black;">宣传</span>监管,集中整治社会影响大、覆盖面广的门户网站、搜索引擎、电子商务平台、移动客户端和新<span style="color: black;">媒介</span>账户等互联网媒介上发布违法<span style="color: black;">宣传</span><span style="color: black;">行径</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">但搜索大厂<span style="color: black;">为么</span><span style="color: black;">便是</span>执迷不悟,放不下灰色<span style="color: black;">宣传</span>?根源还是盈利压力。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在国内搜索市场,老大百度手握70%的市场份额,搜狗位居老二,360排第三。<span style="color: black;">宣传</span>,<span style="color: black;">始终</span>是各家的核心收入<span style="color: black;">源自</span>,近年来,受搜索引擎类<span style="color: black;">宣传</span>整体市场下滑影响,老大百度相对稳健,但搜狗和360的<span style="color: black;">关联</span>收入承压都比较严重。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/SRmfY5w7CeDpPo~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1724176145&x-signature=5BAKziqnbF51LGG5ka4zb%2FrDsWY%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">源自</span> / QuestMobile</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">QuestMobile数据<span style="color: black;">表示</span>,2018年-2022年,搜索引擎<span style="color: black;">宣传</span>的份额正在被短视频等新媒介<span style="color: black;">持续</span>蚕食。在增长面临压力之时,<span style="color: black;">怎么样</span>快速找到第二个能够<span style="color: black;">连续</span>产生收益的支柱业务<span style="color: black;">作为</span>这些<span style="color: black;">机构</span>的当务之急。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这一次搜索引擎里的虚假医药<span style="color: black;">宣传</span>被315重锤,不<span style="color: black;">晓得</span>能<span style="color: black;">不可</span>给搜索大厂们敲响警钟。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">*应受访者<span style="color: black;">需求</span>,文中倪一鸣、罗松为化名。注:文中搜索对比时间为2021年1月。</p>
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