百度竞价排名实际点击价格的算法及分析

百度的竞价排名,并不是按照真正的出价高低进行排名的,他是按照关键词的评分来进行排名,而且每次点击的价格都不会超过出价。

每个关键词的评分取决于它的出价和质量度。质量度是百度搜索推广中衡量关键词质量的综合性指标,在账户中以三星等级的方式来呈现。质量度越高,意味着推广的质量越优秀,同等条件下赢得潜在客户(网民)的关注与认可的能力越强。

关键词评分=出价*质量度

关键词被点击后的价格,百度官方给的算法如下:

1. 关键词排在所有推广结果的最后一名,或是唯一一个可以展现的推广结果,则点击价格为该关键词的最低展现价格。最低展现价格是指为使该关键词上线展现,您需要设定的最低出价,由关键词的质量度和商业价值共同决定,具体价格多少是百度系统给出的。
2. 其他情况下,每次点击价格=(下一名出价*下一名质量度)/关键词质量度+0.01

啰嗦这些,还是具体举个例子吧,由这个例子来理解竞价排名的各个规则。
比如我搜索“旅游滑雪”,北京地区有五个客户的关键词可以匹配,但是却只有4个客户可以展现:

根据上面这个表可以知道:

1、客户e的“云佛山滑雪场”的最低展现价格为2.1元,高于客户出价的2元,所以这个词会搜索无效
2、客户d的“滑雪场”排在最后一名,假设这个词的最低展现价格为2.2元,那么他的实际点击价格就是2.2元
3、客户c的出价最高,但是由于质量度低,评分低,所以并未排第一名
4、客户b的关键词质量度最高,但是由于出价不高,所以也并未排第一名
5、客户a的关键词出价和质量度都不是最高的,但是评分最高,所以排在第一名

下面是在百度凤巢系统里为推广计划的推广单元添加关键词时弹出的提示,由于为推广单元设置的默认出价太低,所以添加新关键词时弹出了每个关键词的最低展现价格的提示

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