百度竞价一面倒式的“声讨”，这个“火坑”到底该不该入？
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">本文作者：胖九</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">前两天有个学员说到：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“零几年我做竞价的时候，都<span style="color: black;">不消</span>做什么操作，把关键词放上去，出个几块钱块钱，<span style="color: black;">每日</span>就有六七个<span style="color: black;">tel</span>，多的时候可能会有十来个，<strong style="color: blue;"><span style="color: black;">然则</span><span style="color: black;">此刻</span>不行了，<span style="color: black;">此刻</span>出价二三十块钱，四五十块钱，一天啥咨询都<span style="color: black;">无</span></strong>。”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">竞价推广发展到今天，十余年的时间，<strong style="color: blue;">按理说<span style="color: black;">持续</span>的优化应该越来越好，<span style="color: black;">为何</span>会<span style="color: black;">显现</span>一面倒式的“声讨”</strong>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在这些“声讨”中无非<span style="color: black;">便是</span><span style="color: black;">有些</span>“火坑，不要做，赶紧出来”之类的话。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">可笑的是，这些论据还很充分！</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">有<span style="color: black;">有些</span>竞价员会吐槽“流量质量下滑严重”、“假量多，平台灌水等”<span style="color: black;">因此</span>在这些“声讨”中，<span style="color: black;">大众</span>所说的“坑”无外乎<span style="color: black;">便是</span>，虚假流量“坑”<span style="color: black;">宣传</span>主。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">关于“坑”的这个问题，我个人的观点是：竞价推广肯定是有效果的。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">尽管外界“声讨”众多，<span style="color: black;">然则</span>依旧有<span style="color: black;">非常多</span><span style="color: black;">机构</span>还在竞价推广，这就<span style="color: black;">寓意</span>着<span style="color: black;">她们</span>是能够<span style="color: black;">经过</span>竞价这个平台<span style="color: black;">挣钱</span>的，<span style="color: black;">不仅</span>如此，<span style="color: black;">乃至</span><span style="color: black;">非常多</span>企业都是靠竞价推广存活着。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/993e3eab364645dd9aec1c930ed55949~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1730105837&x-signature=1UstMoBvcBErAXcq37eylbNDJVg%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">因此</span>先说结论：<strong style="color: blue;">还是需要继续做的</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">只要你需要流量，<span style="color: black;">那样</span>竞价推广始终是<span style="color: black;">第1</span>首选，虽然经过其他平台的竞争，竞价的流量越来越少，获客成本越来越高，<strong style="color: blue;"><span style="color: black;">然则</span>从客户的质量和<span style="color: black;">精细</span>度来看，竞价推广获取的客户意向度和<span style="color: black;">精细</span>度依然是更好的一个</strong>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">关于竞价推广“烧钱”，再<span style="color: black;">来讲</span>一下我的感受：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">竞价推广确实烧钱，<span style="color: black;">然则</span><span style="color: black;">咱们</span><span style="color: black;">能够</span><span style="color: black;">按照</span><span style="color: black;">实质</span>的推广<span style="color: black;">状况</span>进行<span style="color: black;">恰当</span>的<span style="color: black;">掌控</span>，<strong style="color: blue;"><span style="color: black;">最少</span>是<span style="color: black;">咱们</span>能够人为<span style="color: black;">掌控</span>的</strong>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">再者，有不烧钱的<span style="color: black;">宣传</span>吗？</strong>品牌类<span style="color: black;">宣传</span>动辄几十万上百万，竞价推广这种效果类<span style="color: black;">宣传</span>还是<span style="color: black;">每一个</span>人都用得起的<span style="color: black;">宣传</span>平台。大到预算几万<span style="color: black;">乃至</span>几十万，小到预算一两百，都<span style="color: black;">能够</span>在竞价推广的平台上投放。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">尤其</span>是疫情过后，<strong style="color: blue;">线下推广难以开展，推广效率<span style="color: black;">亦</span>大打折扣</strong>，<span style="color: black;">因此呢</span>，线上营销<span style="color: black;">作为</span>企业的必争之地，<span style="color: black;">皆想</span><span style="color: black;">经过</span>互联网获取<span style="color: black;">更加多</span>机会<span style="color: black;">或</span>资源，而竞价推广<span style="color: black;">做为</span>线上营销的排头兵，<span style="color: black;">日前</span>的用户存量<span style="color: black;">已然</span>达到了很可怕的数量。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">加之线下的<span style="color: black;">需要</span>转移到了线上，线上的效益<span style="color: black;">亦</span>就水涨船高</strong>，在竞争加剧的<span style="color: black;">同期</span>，<span style="color: black;">亦</span>会<span style="color: black;">导致</span>一系列的“蝴蝶效应”，<span style="color: black;">例如</span>获客成本的<span style="color: black;">提升</span>、获客难度<span style="color: black;">增多</span>、竞争对手<span style="color: black;">逐步</span><span style="color: black;">增加</span>、优化难度<span style="color: black;">逐步</span>变高。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">大众</span>都<span style="color: black;">晓得</span><strong style="color: blue;">竞价能够直接带来<span style="color: black;">精细</span>客户，<span style="color: black;">非常多</span>企业都加入到竞价的队伍</strong>，但<span style="color: black;">大众</span>都<span style="color: black;">晓得</span>网页一页的<span style="color: black;">宣传</span>位是有限的，<span style="color: black;">因此</span>在有限的位置下，从排名到着陆页，再到后端转化，从恶意点击到互做品牌词，再到盗取客户信息，无所<span style="color: black;">不消</span>其极，<span style="color: black;">引起</span>转化越来越难，成本越来越高。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/9aca557f798c4c789584b3b6de31b867~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1730105837&x-signature=sz6P%2FPvITOUZpGXt40aJ4jE6x3k%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">因此</span>烧钱是必然的，<span style="color: black;">由于</span><span style="color: black;">无</span>哪个推广是不烧钱的，关键<span style="color: black;">便是</span>烧掉的钱能<span style="color: black;">不可</span>收回来。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">说到<span style="color: black;">这儿</span>，我不得不说一句：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">非常多</span>都说“<span style="color: black;">此刻</span>假量多，平台灌水<span style="color: black;">引起</span>流量<span style="color: black;">亦</span>很水”，<span style="color: black;">然则</span><strong style="color: blue;">流量是需要专业人士<span style="color: black;">守护</span>的，不是随便开个户放关键词就能进来<span style="color: black;">精细</span>流量</strong>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">举个例子，之前有个网友不<span style="color: black;">晓得</span>从哪里看到低价跑量是<span style="color: black;">日前</span>比较流行的跑法，<span style="color: black;">亦</span>比较适合小预算账户，于是<span style="color: black;">便是</span>单独拎出来一个单元专门跑低价词，他把关键词出价整体调低，<span style="color: black;">而后</span><span style="color: black;">协同</span>之前的创意和页面，一个礼拜都<span style="color: black;">无</span>跑起来。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">按照</span>这个例子，你能说低价跑量这个<span style="color: black;">规律</span>不对吗？有人的确跑起来了，只能是操作的细节不对。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">别人说竞价推广“烧钱”，<strong style="color: blue;"><span style="color: black;">触及</span>的<span style="color: black;">原因</span>不单单是说平台，还有优化师的能力</strong>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">任何一个推广<span style="color: black;">途径</span>都是有量的，在于<strong style="color: blue;">这个<span style="color: black;">途径</span><span style="color: black;">是不是</span>适合你推广的行业，在于你的优化师对这个<span style="color: black;">途径</span>的规则机制<span style="color: black;">是不是</span>足够的<span style="color: black;">熟练</span>，优化能力<span style="color: black;">是不是</span>ok</strong>；好的竞价员要能在每一次<span style="color: black;">办法</span>论执行中<span style="color: black;">累积</span>的经验。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">做为</span>竞价员的你<span style="color: black;">倘若</span>面临竞争激烈，<span style="color: black;">无</span><span style="color: black;">自信心</span>，<span style="color: black;">数年</span>未涨薪资、薪资低、难升职等<span style="color: black;">状况</span>，我<span style="color: black;">意见</span>你<span style="color: black;">能够</span>进一步学习系统的、全面的、与时代接轨的竞价知识，走出自己的舒适圈才有可能<span style="color: black;">得到</span>新的突破。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">END</p>
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