Analysis on the challenge of bidding advertisement by Weibo's search-bidding advertising model

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Sina Weibo and other platforms have been exploring the microblogging business model, as China's most popular social networking products, micro-blog has gathered a large number of users, but how to profit through micro-blogging is a confusing thing.

Sina Weibo is a popular social network, but so far has not been profitable, and in Sina's microblog cost structure, most of it is fixed costs, in addition to marketing spending. As the number of users continues to grow, Sina is also constantly adding infrastructure, network equipment and other inputs. As a result, Sina's ability to make money through microblogging services is crucial to the company's future. Sina early through imitation Tencent QQ developed micro, micro-blog members and other paid services, but in the user response general, this article explores the micro-blog by imitating Google to achieve search advertising business model.

Google's main profit model is the AdWords keyword advertising services, businesses through the Google search platform ads to obtain network search user traffic, for precision advertising, some search users will buy products or services, so that businesses have more advertising needs.

Microblogging Search Advertising Form

Weibo if you want to copy Google keyword ads, I think the interface should be as shown in the following figure.

In the beginning of a few microblogging search, according to the user search keywords, to put the business ads, ads behind, is the normal search results, business ads display form and Google AdWords similar to the use of different colors to identify.

For micro-blogging operators, the microblogging search users to provide more reference information to help improve the user's search experience, for microblogging users, the search can be seen ads, while the normal view of personal timeline There is no advertising, and therefore will not affect the use of too much experience.

For businesses, Weibo users have a search action, indicating that the user has a greater interest in some of the keywords, if the business is to provide similar pay business, then the user to buy the product of the possibility of a lot of increase. The conversion rate of search advertising is usually much higher than that of an ad like an online alliance.

The challenge of bidding advertisement

However, Weibo is not a search engine, microblogging users search behavior and Google Baidu and other search engines have a big difference, usually Google, Baidu's user search, the user's attention will be placed on the left side of the first few messages, fewer users to page. The microblogging user's search is not focused on the information at the beginning of the search results, there will be a lot of paging behavior, so if you want to improve the conversion rate of advertising, micro-BO search results need to be some optimization, the user most want to see the micro-blog information displayed in front, reduce the user's page behavior, This can make the search bid advertising has a good effect.

Weibo sidebar display ads

In addition to searching for competitive advertising, Weibo can also provide display ads in a section of its sidebar, which can be used to obtain the previous user's search behavior in the form of cookies, Tencent Weibo, for example, if a user searches for a keyword on the Soso, then when the user visits Tencent Weibo, The system can get the content of the user's previous search via cookies, then according to the keyword ads matching, the relevant ads to show users, such display ads, although not with the content of the microblogging, but it is the user's real needs of the content, its ads will be more clicks than the usual banner ads have a greater advantage.

Overall, micro Bo need to have a successful profit model to long-term operation, since Tencent QQ can rely on a huge number of users to successfully profit, then also have a huge user's microblog can also consider their own business model, a profitable service for users and operators, is a good thing.

Original: http://www.williamlong.info/archives/3158.html