In-depth analysis: the internal mechanism and external differences between search advertising and information flow advertising

Release Date:2023-12-11

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In today's digital age, advertising formats are changing with each passing day. Among them, search ads and information flow ads are particularly eye-catching. These two advertising formats have their own characteristics, advantages and disadvantages. Let's take a deeper look at their differences, basic principles, and how to choose between them.

1. What are search ads? What are information flow ads?

Search advertising is a form of advertising based on user search behavior. When a user enters a keyword in a search engine, the search ad will be displayed on the search results page based on the matching degree of the keyword and the advertiser's bid. This form of advertising is highly accurate and has measurable effects, and is favored by many advertisers.

Information flow ads are a form of advertising embedded in the information flow of social media, news websites and other platforms. They are displayed in the form of waterfalls, mixed with platform content, and are not easily noticed by users. Information flow ads are usually pushed accurately based on user interests, hobbies, behavioral habits and other data, and have high click-through rates and conversion rates.

2. Basic Principles

Search advertising: Based on the principle of keyword matching and bidding ranking. After the advertiser purchases a keyword, when a user searches for the keyword, the advertiser's ad will be displayed on the search results page. The quality of the keyword and the bid directly affect the number of ad impressions and ranking.

Information flow advertising: Based on the principle of big data analysis and user behavior tracking. The platform pushes relevant advertisements to users by collecting and analyzing data such as users' interests, hobbies, and behavioral habits. The user's click-through rate and conversion rate are the main indicators to measure the effectiveness of advertising.

3. The difference between search ads and information flow ads

Display location: Search ads mainly appear on search engine results pages, while information flow ads are embedded in the information flows of various platforms.

Triggering method: Search ads are triggered by users’ active searches, while information flow ads are pushed by the platform based on user behavior and interests.

Precision: Search ads are displayed based on keyword matching and bids, while information flow ads are pushed based on user interests and behaviors, and are more precise.

Interactivity: Information flow ads are highly interactive, and users can participate in the interaction by clicking likes and comments, while search ads are mainly measured by click-through rate.

There are significant differences in the effectiveness measurement of search ads and information flow ads.

The effectiveness of search advertising is mainly measured by indicators such as keyword click-through rate, conversion rate, and conversion amount. After an advertiser purchases a keyword, when a user searches for the keyword, the advertiser's ad will be displayed on the search results page. The effectiveness of the ad is mainly reflected in the number of times a user clicks on the ad and converts, as well as the revenue generated by each conversion. Therefore, the effectiveness measurement of search advertising focuses more on the user's commercial conversion behavior, such as purchases, downloads, etc.

The effect of information flow advertising focuses more on brand exposure and product promotion. Information flow advertising is usually accurately pushed based on user interests, hobbies, behavioral habits and other data. The user's click-through rate and conversion rate are the main indicators to measure the effectiveness of advertising. However, since users of information flow advertising usually passively accept information and lack clear business needs, its conversion effect may not be as obvious as search advertising.

In addition, there are some differences in advertising formats between search ads and information flow ads.

Search ads are usually displayed in text form, including titles, descriptions, and URLs. Since search ads mainly appear on search engine results pages, their ad format is relatively simple and clear, mainly to attract users' attention and guide them to click.

Information flow ads are usually displayed in the form of pictures and texts, including pictures, titles, descriptions, and URLs. This form of advertising is mainly to attract users' attention in the information flow and guide them to further interact and convert. Therefore, information flow ads are more diverse and creative in form, and can include videos, pictures, animations, and other forms to meet users' needs for information acquisition.

In short, search advertising focuses more on commercial conversion effects, while information flow advertising focuses more on brand exposure and product promotion effects. When measuring advertising effects, appropriate indicators should be selected for evaluation based on different advertising formats and target audiences.

4. Advantages and disadvantages of search ads and information flow ads and how to choose

Search ads: The advantages are clear target audience, high accuracy, and measurable results. The disadvantages are fierce competition, and only high bids can achieve better display results. Suitable for companies or products with clear keyword needs, such as tourism, education and other industries.

Information flow advertising: The advantages are that it can be displayed in a wide range of locations, can be pushed accurately based on user interests and behaviors, and is highly interactive. The disadvantages are user data privacy and data accuracy issues, as well as the degree of integration with other native content. It is suitable for companies or products that need large-scale promotion and increase brand awareness, such as fast-moving consumer goods, fashion brands, etc.

When choosing between search ads and information flow ads, companies should weigh the pros and cons based on their own needs and product features. If you need to increase brand awareness and expand market share, information flow ads may be more suitable; if you need to target a specific audience and increase conversion rates, search ads may be better. At the same time, comprehensive consideration of factors such as the company's budget, marketing strategy, and platform delivery effects can achieve the best advertising delivery results.

※ Summarize ※

Search ads and information flow ads have their own characteristics, advantages and disadvantages. Enterprises should choose according to their own needs and product characteristics, while paying attention to the platform's delivery effect and user feedback. By continuously optimizing and adjusting advertising strategies, the best advertising delivery effect can be achieved, and brand value and market share can be enhanced.