Beijing is looking at a survey for the first quarter of 2007, the results show that the main search engine advertising Chinese invalid search engine ad click rate was significantly higher than that of the United States, invalid click rate and lower investment returns higher rate has become a problem that plagued many Baidu advertisers.

      the survey conducted in January 2007, investigated using sampling methods of detailed and unique, finally by e-mail and telephone survey to obtain 555 successful samples from 4684 active advertisers in representative. The sample does not include search engine advertising agents and eBay (Yi Qu), Taobao, Alibaba, such as C2C and B2B Internet Co. The sample covers nationwide purchased six categories Chinese keywords in advertisers: personal (family) industrial products, consumer products, service life and education and training, health care, business services and the Internet and IT and communication service.

      respondents were 86.3% and 62.2% on the Baidu and Google/ Google search engine advertising, the advertising on Baidu’s advertisers, in the second half of 2006, the average advertisers advertising spending on Baidu is 16920 yuan, is 3~4 times of Baidu’s 2006 fourth quarter earnings announcement each advertiser average expenditure.

      including malicious click and no click, including invalid clicks, advertisers are most concerned about the issue. According to the respondents’ estimates, Baidu and Google invalid hits were 34% and 24.1%. 40.8% of Baidu advertisers believe invalid click rate weakened their confidence in Baidu advertising, and some of them believe that Baidu’s invalid click rate of more than 50%.

      higher invalid click rate leads to lower return on investment. Therefore, in the next six months of the plan, there are more advertisers tend to increase advertising on Google.

      search engine advertising market in China is still in an initial stage. The survey shows that in the second half of 2006, search engine advertisers increased by 37.8%. Most new advertisers choose to put ads on Baidu, and then spread to Google, YAHOO and other search engines on the launch. Baidu’s advertising revenue will continue to grow, driven mainly by new advertisers. Even among the existing advertisers, plans to increase the proportion of advertisers in Baidu advertising is also higher than the proportion of plans to reduce or stop advertising on Baidu. However, due to the high proportion of many invalid clicks and frustration of Baidu advertisers, they are more inclined to increase on the Google, Baidu’s advertising revenue growth will be due to

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