搜索引擎广告乱象调查：360广告位最多 百度"祛痘"点击单价达20元
核心发现：
新京报记者调查发现，国内主流搜索引擎平台存在广告位数量差异大、竞价体系不透明、山寨网站泛滥等问题。其中360搜索广告位数量最多（左六右八），百度对医疗美容关键词收费最高（点击单价可达21元），而阿里系神马搜索存在资质审核宽松现象。
Key Findings:
Investigation reveals significant disparities in ad slot quantities, opaque bidding systems, and proliferation of counterfeit websites among major Chinese search engines. 360 Search boasts the most ad placements (6 left + 8 right), Baidu charges premium rates for medical aesthetics keywords (up to 21 RMB per click), while Alibaba's Shenma shows lax qualification reviews.
广告位数量对比：
- 百度：PC端前5位+移动端前3位
- 360搜索："左六右八"共14个广告位
- 搜狗：5个推广位
- 神马：移动端4个推广位
Ad Slot Comparison:
- Baidu: Top 5 on PC + Top 3 on mobile
- 360 Search: "6 left + 8 right" totaling 14 slots
- Sogou: 5 promotion slots
- Shenma: 4 mobile promotion slots
医疗美容行业竞价案例：
| 搜索引擎 | "美容医院"点击均价 | "华韩整形"点击均价 |
|---|---|---|
| 百度 | 8元（高峰时段） | 0.5元 |
| 神马 | 19.48元 | 13.01元 |
| 360 | 10-15元 | 5.8元 |
| 搜狗 | 6.42元（PC端8.46元） | 0.88元 |
Medical Aesthetics Bidding Cases:
| Search Engine | "Beauty Hospital" Avg CPC | "Hahan Plastic" Avg CPC |
|---|---|---|
| Baidu | 8 RMB (peak) | 0.5 RMB |
| Shenma | 19.48 RMB | 13.01 RMB |
| 360 | 10-15 RMB | 5.8 RMB |
| Sogou | 6.42 RMB (8.46 RMB on PC) | 0.88 RMB |
行业痛点：
- 山寨网站泛滥（如"知查重"冒充"知网查重"）
- 竞品关键词劫持（搜索品牌词出现竞争对手广告）
- 资质审核不严（神马搜索存在"特批上线"现象）
- 医疗广告成本转嫁（最终用户需承担5000元隐性成本）
Industry Pain Points:
- Proliferation of counterfeit sites (e.g. "Zhichachong" impersonating CNKI)
- Competitor keyword hijacking (brand searches showing rival ads)
- Lax qualification reviews (Shenma's "special approval" loophole)
- Medical ad cost transfer (end users bearing 5000 RMB hidden costs)
专家指出，搜索引擎对竞价排名广告负有审查义务，若明知虚假广告仍予展示需承担连带责任。建议用户搜索官方机构时使用全称，并注意辨别网址真实性。
Legal experts note search engines bear review responsibilities for paid listings, and may face joint liability for knowingly displaying false ads. Users are advised to search using official full names and verify URL authenticity.
